소비자파워에 의한 갈등이 경로관리에 미치는 영향

The concern of external environment is growing up in the field of channel distribution. In the former channel distribution, the channel distribution environment is little bit unmoveable owing to a powerful manufacture control against poor distributor. Therefore intra-efficiency is channel member's core interest. The structure of channel governance, however, come to be changable because of the mature distributor power against manufacturer such as a Price Break, JIT of channel governance, and a serial of change. Accordingly, it is acceptable that the interest of external-environment of channel members' is more and more enlarged, and external-environment change in the channel distribution make the serious problems in intraorganizational system. Thus, it is meaningful that this study try to discover the consumer power as external environment factor and to find the best strategy to overcome this consumer power. Resource dependence theory, Transaction cost theory, Political Economic Approach, and Working partnership Approach are the theory foundation of the reasearch. Apparel franchise is a sample to analyse the hypothesis and correlation and multi-regression are a chief tools to estimate the hypothesis. Thus, the above results imply that a flexible governance is appropriate to consumer power, conflict is not intervening value between consumer power and channel governance, and the channel member's satisfaction can be confirmed in the flexible governance better than control governance.