臺灣博碩士論文加值系統

在現今的社會中，擁有通路往往就可以主導整個市場。20世紀末網路科技在商業上的應用日漸興盛改變了商業競爭的結構，產生的電子商務提供了另一種銷售產品的通路型態，而隨著電子商務與電子化企業的發展，企業不得不面對新的商業型態(business model)，而供應鏈管理是落實整合電子化企業與委外競爭優勢的最佳方法。但在零售通路業中，上下游之間普遍存在著不對等的權力，且存在著不信任與權力不平衡，且通路成員間的衝突影響製造商與零售通路商雙方合作及成長，這也困擾著所有的通路業者。本研究針對台灣虛擬通路成衣業者的通路權力中權力來源與權力探究通路成員滿意程度的因果關係，為探究其因果關係模式，採用SEM取向的結構模型路徑分析。本研究發現權力來源與權力對於滿意程度皆有正向的直接影響，因為在台灣成衣業實體與虛擬通路零售市場競爭情形激烈，若能得到其通路配銷商的支持與協助，將使其在市場中能多一份資源與對手競爭，也較能使其獲取更多的利益。因此通路配銷商與通路零售商之間接採取能維持雙方互助互利的合作模式，期望能藉由這樣的權力模式，讓雙方皆能獲取更大的利益。

In today's society, often have the channel predominant the marketing. Application of science and technology network in the commercial prosperity of increasing competition in the business has changed the structure of the end of the 20th century, from which the electronic commerce (E-commerce) is produced, providing an alternative channel model for selling products. With the development of the E-commerce, enterprises have to face a new business model, and supply chain management (SCM) is the optimal solution to implement and integrate E-commerce and competitive advantage of outsourcing. However, in retailer channel industry, among the upstream and downstream there generally exists unequal channel power, there is no confidence and power imbalances, and the conflicts among channel members impact on the cooperation and growth between both the manufacturers and channel retailers, which also trouble all practitioners in channel industry. This study aimed at the channel power source and the channel power itself in the channel power of Taiwan’s physical channel and virtual channel clothing industry to explore the causal relationship of the degree of satisfaction of the channel members. This study discovered that both the channel power sources and the channel power have positive direct impact on the degree of satisfaction, because the competition is fierce in the channel retailer market of Taiwan’s clothing industry. Therefore the channel distributors and the channel retailers can take and maintain mutually beneficial cooperative model, hoping by such a power model so that the both sides are able to reap greater benefits.

中文摘要 I
英文摘要 II
目錄 III
圖目錄 V
表目錄 VI
第一章 緒論 1
第一節 研究動機 1
第二節 研究目的 4
第三節 研究對象與範圍 4
第四節 研究流程 5
第二章 文獻探討 6
第一節 供應鏈管理 6
第二節 電子商務與電子化供應鏈 7
第三節 通路 9
第四節 通路權力 12
第五節 經濟性權力與非經濟性權力 13
第六節 滿意程度 15
第七節 成衣業現況 16
第三章 研究方法 18
第一節 研究架構 18
第二節 研究假設 19
第三節 研究設計 20
第四節 信、效度 21
第五節 研究方法 22
第四章 資料分析與解釋 24
第一節 樣本的描述分析 24
第二節 信、效度分析 27
第三節 結構方程式模型分析 27
第四節 假設檢定 29
第五章 結論與建議 31
第一節 研究結論 31
第二節 研究建議 34
第三節 研究限制 35
第四節 後續研究建議 36
參考文獻 37
附錄 47

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