臺灣博碩士論文加值系統

儘管許多文獻提到了關係品質的重要性，但較少探討電子產業在國際環境下代理商和供應商之間關係品質對通路銷售的影響。　本篇文章使用多元迴歸分析方法重新檢視關係品質在國際企業環境下行銷通路的決定因素及對關係品質的影響，以美國電子產業的代理商公司為對象，實行問卷調查方式。　我們檢視7個決定因素(變數) 的影響,分別為: 代理商的資產特殊性、供應商的角色表現、代理商的時間分配、供應商的文化敏感性及雙方的彈性、資訊交流、經驗。
實証結果顯示，代理商的時間分配、經驗、供應商的文化敏感性及資訊交流對關係品質有顯著影響。 同時, 供應商的角色表現及代理商的經驗對關係品質有顯著互相影響。

Although significant evidence indicates to the importance of relationship quality, channel sales studies are rarely discussed in international settings. To fill this void, we reinvestigate the determinants of relationship quality in international marketing channel, and conduct a self-administered questionnaire survey to rep firms in U.S. electronic industry. The impact of asset specificity, role performance, time allocation, cultural sensitivity, flexibility, experience and information exchange on the quality of the relationships between manufacturers’ representatives (reps) and their principals were examined by using a multiple regression analysis. Our findings reveal that time allocation, cultural sensitivity, experience and information exchange have significant influences on a successful relationship building. Furthermore, firm’s role performance combine with reps’ experience has a positive interacting effect on relationship quality while asset specificity has no significant effect. The managerial implications for enhancing the relationship quality are discussed.

Abstract I
摘 要 I
Acknowledgement II
Table of Contents IV
Contents V
List of Tables VIII
List of Figures VIII
List of Appendixes IX

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