Abstract Marketing channels have faced rapid structural and functional transformations during the last few decades. While a large body of research has been devoted to understanding the supply-side aspects of marketing channels, much less research has taken the demand-side perspective to study consumer perception of channel position and functions. This article extends the channel literature to a broader domain and develops a consumer-based theoretical framework reflecting factors that influence consumer perception of and reaction to channel strategies and decisions. The authors conceptualize that consumers’ perceived channel value is a critical factor in determining their loyalty behavior. Seven important channel features are identified that would positively influence the perceived channel value. The relationship between perceived channel value and channel preference is strongly dependent on the level of customer value co-creation. The article concludes with research implications and suggestions of avenues for future research.

中文翻译：

---

消费者对营销渠道的反应：基于需求的方法

摘要 在过去的几十年中，营销渠道面临着快速的结构和功能转型。虽然大量研究致力于了解营销渠道的供应方方面，但很少有研究从需求方的角度来研究消费者对渠道位置和功能的看法。本文将渠道文献扩展到更广泛的领域，并开发了一个基于消费者的理论框架，反映了影响消费者对渠道策略和决策的感知和反应的因素。作者认为消费者感知的渠道价值是决定其忠诚度行为的关键因素。确定了七个重要的渠道特征，它们将对感知渠道价值产生积极影响。感知渠道价值和渠道偏好之间的关系在很大程度上取决于客户价值共创的水平。文章最后给出了研究意义和对未来研究途径的建议。