Cooperation, Competition and Independent in Channel Relationships: An Empirical Study Based on E-commerce

In e-commerce conditions, the relationships between channel members are more complex, including competition, cooperation and independent. With the help of Deutsch's goal interdependence theory, we studied the perceived goal interdependence between distributors with suppliers, which will lead to the different channel benefits and results. This study improved that the distributors would put in more commitment and trust, to gain more economic benefits and occupational well-being, if they believed their goals were positively associates with the supplier's objectives.