臺灣博碩士論文加值系統

過去行銷通路研究中，許多學者利用內部政治經濟與外部政治經濟來評估通路結構，內部政治經濟主要在說明通路治理型態、通路流程、和通路成員間的交易行為，本研究採用「結構-處理-結果(SCO)」模型架構探討通路治理型態的前因與後果，結構指的是通路科層化結構與通路相互依存度；處理為通路治理型態；結果為通路滿意度。依據SCO架構，我們可以清楚的看出通路治理型態與通路科層化結構、通路相互依存度、和通路滿意度之間的關係。

問卷量表的發展上，通路科層化結構採用Boyle and Dwyer (1995)所發展的量表；通路相互依存度採用Kim(2002)所發展的量表；通路治理型態採用Gilliland and Bello(2001)和Gilliland and Bello (2002)所發展的量表；通路滿意度採用Geyskens and Steenkamp(2000)所發展的量表。本研究採主要選擇位於NOVA與電子街的電腦及週邊商品零售商作為研究母體。共計回收129份問卷，有效問卷共126份，有效問卷回應率為97.68%。

本文參考Churchill(1979)進行資料純化分析，隨後藉由路徑分析來檢定並驗證本觀念架構中的研究假設，得到下列幾項研究發現：(一)明確規則、固定政策、與程序來管理通路活動對通路單方治理程序與通路雙方治理程序存在顯著影響；(二)制定決策權的範圍越集中對通路單方治理程序存在正向影響，與通路雙方治理程序並不明顯；(三)通路總相互依存度對通路雙方治理程序存在正向影響，對通路單方治理程序並不明顯；(四)通路相互依存不對稱性對通路雙方治理程序存在正向影響，對通路單方治理程序並不明顯；(五)通路單方治理程序及通路雙方治理程序與通路經濟滿意度皆有正向顯著影響關係，但僅有通路雙方治理程序與通路社會滿意度存在正向顯著的因果關係。

未來在通路治理型態、通路科層化結構、通路相互依存度、與通路滿意度的關係研究可以試圖進行縱向研究的分析與研究，進而發展合適的量表。

In the marketing literature, many scholars have assessed the channel structures using the internal political economy and external political economy. The internal political economy accounts for channel governance forms, processes of the channel, and the behavioral aspects of the exchange partners. The author flow out of a conceptual model of the antecedents and consequences of governance forms , organized along a structure-conduct-outcomes (SCO) framework. Structure refers to the bureaucratic channel structure and channel interdependence; conduct refers to the channel governance from; outcomes refers to the channel satisfaction. According to the SCO framework , we could clearly understand the relationship between the channel governance forms, bureaucratic channel structure, channel interdependence, and channel satisfaction.

For developing the survey meter, bureaucratic channel structure was measured using scales developed by Boyle and Dwyer (1995); channel interdependence was measured using scales developed by Kim(2002); channel governance form was measured using scales developed by Gilliland and Bello(2001) and Gilliland and Bello (2002); channel satisfaction was measured using scales developed by Geyskens and Steenkamp(2000).The computer and peripheral retailer in Nova and Computer Street was used as the sample frame.129 surveys were returned. Of these , 126 were effective sample, the effective ratio was 97.68%.

This research referred to Churchill(1979) to purify the received data, then used path analysis to test the proposed model and hypotheses. The main conclusions are as follows:
(1)The degree to which rules , fixed policies and procedures govern channel activities have significant direct impact on channel unilateral governance and channel bilateral governance;(2)The extent to which decision-making authority is concentrated have positive impact on channel unilateral governance, but nonsignificant on channel bilateral governance;(3)Total interdependence have a significant influence on channel bilateral governance, but nonsignificant on channel unilateral governance; (4)Interdependence asymmetry have a significant influence on channel bilateral governance, but nonsignificant on channel unilateral governance;(5)Channel unilateral governance form and channel bilateral governance form affect positively significantly the level of channel economic satisfaction , but only channel bilateral governance form affects positively significantly the level of channel social satisfaction.
Future research could attempt to do longitudinal relationship analysis about channel governance form, bureaucratic channel structure ,channel interdependence, and channel satisfaction., then develop other much meter.

致謝.................................................................I
中文摘要............................................................II
英文摘要...........................................................III
目錄................................................................V
表目錄.............................................................VII
圖目錄............................................................VIII

第壹章 緒論...........................................................1
第一節 研究背景與動機..................................................1
第二節 研究目的與問題..................................................3
第三節 研究流程.......................................................4
第四節 論文架構.......................................................5
第五節 專有名詞中英文對照及解譯.........................................6
第貳章 文獻探討.......................................................9
第一節 通路科層化結構.................................................10
第二節 通路相互依存度.................................................13
第三節 通路治理型態...................................................19
第四節 通路滿意度....................................................28
第叁章 研究方法......................................................30
第一節 研究架構.....................................................30
第二節 研究假說......................................................31
第三節 變數的操作性定義與衡量..........................................36
第四節 問卷設計......................................................40
第五節 研究樣本與抽樣方法.............................................43
第六節 資料分析方法...................................................49
第肆章 研究結果分析...................................................51
第一節 資料純化分析...................................................51
第二節 因素分析......................................................57
第三節 信度與效度分析.................................................63
第四節 研究構面間的相互關係 ...........................................65
第五節 整體路徑模式分析...............................................68
第伍章 結論與建議....................................................76
第一節 研究結果......................................................76
第二節 研究限制......................................................79
第三節 未來研究方向...................................................80
參考文獻............................................................81
附錄一 研究問卷......................................................84
附錄二 研究構面之操作型定義說明........................................90
附錄三 Kolmogorov-Smirnov 檢定.......................................94

表 目 錄
表2-2-1 相互依存度定義的彙整表........................................13
表2-2-2 雙邊關係、組合關係、網路關係關係表..............................14
表2-2-3 通路通路相互依存度評估構面及優缺點彙整表.........................17
表2-3-1 行銷通路領域中交易成本文獻整理表................................20
表2-3-2 交易成本的來源與型式表........................................21
表2-3-3 通路治理型態之相關理論觀點.....................................23
表2-3-4 廠商間治理型態的構面和類型.....................................26
表3-4-1 問卷問項統計表...............................................42
表3-5-1 問卷回收結果彙整表............................................45
表3-5-2 廠商公司性質分析表............................................45
表3-5-3 廠商通路性質及連銷店家數分析表.................................46
表3-5-4 廠商成立期間分析.............................................46
表3-5-5 廠商資本額與年營業額分析.......................................47
表3-5-6 供應商產品佔公司總銷售額比與總銷貨利潤比與銷售利潤率分析表.........47
表3-5-7 樣本基本資料中每一問項的眾數值表................................48
表4-1-1 通路科層化結構與通路相互依存度項總相關係數分析表..................52
表4-1-2 通路治理型態項總相關係數分析表.................................54
表4-1-3 通路滿意度項總相關係數分析表...................................55
表4-2-1 通路科層化結構因素分析表.......................................57
表4-2-2 供應商依存度與經銷商的依存度因素分析表..........................58
表4-2-3 實質激勵、權益激勵、契約式執行機制和社會式執行機制因素分析.........59
表4-2-4 通路經濟滿意度和通路社會滿意度因素分析表........................60
表4-2-5 問卷問項數目比較表............................................62
表4-3-1 衡量工具的信度與效度分析表.....................................63
表4-4-1 各衡量變數的敘述統計及相關矩陣分析表...........................67
表4-5-1 路徑函數與路徑模式表.........................................68
表4-5-2 路徑模式分析結果表...........................................69
表4-5-3 路徑模式矩陣效果分析表........................................72
表5-1-1 實証結果整理表...............................................76

圖 目 錄
圖1-3-1 研究流程圖...................................................4
圖3-1-1 本研究之研究架構圖...........................................30
圖3-2-1 本研究之假設推導架構圖........................................35
圖3-5-1 通路行銷流程圖...............................................44
圖3-6-1 資料分析流程圖...............................................50
圖4-5-1 研究架構圖之因果關係路徑圖.....................................71

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