台灣電影業配銷密度之決定因素與票房表現：以交易成本、代理理論與社會網絡觀點探討之

Abstract

配銷密度策略對行銷者而言是非常重要的，因為它會影響一個企業的市場涵蓋範圍、市場佔有率、以及銷售量。然就實務現狀而言，企業間所運用的配銷密度策略卻不盡相同。過去已有許多研究曾探究造成這些差異的原因，且其焦點主要著眼於產品與消費者的特質、品牌策略、以及相關的通路作業實務等議題。然而，至今尚未有研究以客觀的經濟效益以及主觀的社會關係為主軸來探討配銷密度策略。 本研究試圖以交易成本理論、代理理論、以及社會網絡等觀點來探討配銷密度策略，並據此發展出一個觀念性架構。在資料蒐集方面，本研究鎖定台灣的電影產業，並以電影配銷商作為問卷的施測對象。研究結果發現，資產專屬性與配銷密度之間有顯著的負相關；而資訊蒐集、績效衡量性、以及社會關係三者則與配銷密度之間有顯著的正相關。而配銷密度與績效之間亦呈現顯著的正相關係。此外，本研究針對交易成本理論、代理理論、以及社會網絡三者間所提出之四項延伸性假設，全都獲得實證結果之支持。 關鍵字：配銷密度、交易成本理論、代理理論、以及社會網絡觀點。

Distribution intensity is important for a marketer, because it influences a company’s market coverage, market share, and sales volume. In practice, the degrees of distribution intensity vary remarkably among manufacturers. Some studies have explored how such differences occur from the nature of products and consumer characteristics, brand strategies, and related channel practices, however, no study has explored these differences from objective economy factors and subjective relationship aspects so far. This study investigates distribution intensity from transaction cost analysis, agency theory, and social network perspective, and develops a conceptual framework. Data collected from movie distributors in Taiwan’s film industry are used to test this conceptual framework. Empirical results show that asset specificity has a significant negative relationship with distribution intensity, and information gathering, measurability and social relations have significant positive relationships with distribution intensity. Besides, distribution intensity has a significant positive relationship with performance. Some extended hypotheses related to transaction cost analysis, agency theory, and social network perspective are all supported by the empirical results. Key words: distribution intensity, transaction cost analysis, agency theory, and social network