本研究從交易成本理論中保障措施觀點切入，探討供應商如何選擇適合的激勵誘因，促使供應商與經銷商激勵相容，提升關係承諾，進而提升經銷商的顧客參與程度，創造供應商與經銷商雙贏的結果，以達到更為正面的效益。本研究將供應商的激勵策略分成：成效性激勵(事後)與優惠性激勵(事前)，透過實證性研究來建構理論，將研究成果應用於零售業中，使激勵策略的使用具有理論與實務的具體貢獻。本研究選擇寵物產品銷售產業作為研究實證對象，以寵物產品經銷商作為分析單位，使用結構方程模式來驗證研究假說。研究結果發現，成效性激勵對提升經銷商的顧客參與程度無顯著直接的影響，成效性激勵和關係承諾間也無顯著的影響。另外，優惠性激勵必須藉由達成關係承諾，才能夠提升經銷商的顧客參與程度，也就是優惠性激勵對顧客參與的影響，必須經由關係承諾來達成，為完全中介的效果。

Beginning from the perspective of safeguard measures within transaction cost theory, this research explores how suppliers may select the appropriate incentives to promote incentive compatibility between suppliers and distributors and enhance their bilateral relationship commitments, in order to further increase the participation of distributor customer among channel members, and thus achieve a win-win result for both suppliers and distributors with more favorable benefits. This research categorizes the supplier’s incentive strategies into effective incentives (after the incident) and preferential incentives (prior to the incident). Theories are constructed through empirical research, and the research results are applied to the retail industry, in order that the incentive strategies may possess both theoretical and practical specific contributions. This research opts pet product sales industry as the empirical object and uses pet product distributors as the analysis unit. The structural equation model is used to verify the research hypothesis. The study results suggest that effective incentives have no significant direct impact on customer participation, and there is also no significant impact between effective incentives and relationship commitments. In addition, the effect of preferential incentives on customer participation can only be reached by fulfilling relationship commitments, that is, the influence of preferential incentives on customer participation must be achieved through relationship commitments, which is a completely intermediary effect.