Channel Learning Effects On Channel Performance Mechanism Research: Based On The Dynamic Analysis Of The Learning Process

Study on Learning in Marketing Channels has been replacing the original efficiency, power and relationship studies to form the new promising learning paradigm. More and more scholars have becoming interested in such topic base on the construct of relationship learning, thus a lot of studies investigating cause and consequence of it are published. However, research methodology of these researches are normally structure equation modeling using cross-sectional data, which permit only the status information of learning, rather than the dynamic analysis from the learning process perspective.In the current study, the author found the relationship between channel learning and channel performance with three sub-studies using both the survey and experiment design, containing a revised Chinese version of the classic channel relationship learning scale. The result shows that the relationship between channel learning and channel performance follows the S shaped learning curve, which is slow at first; turns fast after the synergy is acquired and becomes slow again when limit arrived. Meanwhile, data from the experiment cross valid such finding by monitoring the learning process. It shows channel members will improve their profit as well as the total channel performance with the gathering of learning or experience. Moreover, this effect varies from members with different role or power to shape an asymmetric relationship.The paper help introduce new aspects and methodologies to the study of channel learning. We could definitely get detailed information of channel characters in different learning stages with the analysis from the process. With this channel members could design and deliver the corresponding interventions to deeper improvement of the channel performance.