Moderating role of environment uncertainty on the relationship between interdependence and relationship performance

Abstract

There are different characters in interdependence between members in a marketing channel, which express total interdependence and asymmetry independence. They respectively act on relational behavior between members in a marketing channel, and create different outcomes. But environment uncertainty, which includes environment diversity and environment dynamism, moderates above relationships. The empirical results show that under the situation of environment uncertainty the effect of total interdependence and asymmetry independence on relationship performance make changes.