臺灣博碩士論文加值系統

台灣蘭花是外銷農產品中最為亮眼的項目之一。然而農委會的最新數據顯示，台灣蘭花在2013年第一季之外銷呈現負成長。而在其他花卉產業成功外銷的案例中可以發現，國內企業間的合作是外銷的關鍵成功因素之一。因此本研究擬藉由瞭解蘭花產業內之組織合作情形與缺點來探討組織持續合作的意願。希冀本研究之結果可以提供政府或相關單位在改善合作機制上的建議，因而增加台灣蘭花廠商之間合作的綜效，再創新佳績。
「期望確認理論」是許多行銷相關文獻中常用來分析顧客行為，以研究顧客滿意度、購買後行為以及持續購買意願等等主題。本研究將蘭花廠商間進行之合作視為顧客之購買行為，故採用此模型來分析蘭花廠商之持續合作意願。同時，依據廠商所選擇的夥伴特質來瞭解廠商在攸關合作關係成功與否的選擇夥伴時的實際考量因素，是否與文獻中的最佳合作夥伴之條件有差異，以瞭解農業與工業之不同特性對其所造成之影響。而在社會關係的研究中也常以關係涉入的觀點來研究組織涉入的程度與組織合作成功的關係，因此在本研究也將此納入研究架構中進行分析。
本研究使用問卷調查106家蘭花廠商，有效回收62份。調查結果顯示廠商在選擇夥伴時會著重於與夥伴的互補性以及夥伴的市場知識；而影響持續合作意願的因素主要以廠商對於合作關係的涉入程度以及夥伴的特質為主；再者，當夥伴的特質佳，廠商對於合作關係的滿意度也會提升，也進而會提高持續合作意願。反而是合作的知覺有用性以及期望確認程度等客觀的合作成果對於持續合作意願的提升並無顯著的影響。本研究成果大體上與工業界廠商合作的研究發現相似，但在選擇夥伴的考量最大之不同點在於工業比農業更注重夥伴的隱性資產，而非對於市場的知識。
本研究達成了點出目前蘭花合作的概況以及待加強部分的目標，並對產官學界提出以下建議：建議蘭花產業界在選擇夥伴時，除了夥伴的市場知識與互補性之外，能夠再多注意夥伴的隱性資產、營運特性以及兩組織之配適度。而政府或相關公協會能夠領導蘭花業者以目前交流形式的合作為基礎，朝向更正式化的合作，希冀能夠使合作對於蘭花銷售部分更有效果。基於本研究範圍的限制，未來的研究可以朝質性研究進行，或是對合作的兩家廠商做雙向的調查，以了解更多合作的成功或失敗經驗；再者，中國也是將來值得研究的市場之一。

Orchid is one of the most important Taiwanese export agriculture products. According to the latest data provided by the Council of Agriculture of Taiwan, the orchid Q1 export of 2013 decreased from that of last year. Other successful floriculture export cases show that one of the key success export factors is collaboration among domestic organizations. Therefore, this study aims to find out the status and weaknesses of collaboration among orchid firms, to improve the collaboration continuation willingness. Our suggestions for firms, government/professional associations and academia can be useful in improving the collaboration performance in orchid industry.
Expectancy Confirmation Theory (ECT) is usually used to analyze customers' behavior in marketing literature. The primary purposes are studying customers' satisfaction, post-purchase behavior, purchase continuation intention, etc. This research takes an orchid firm's collaboration with other firms as a consumer purchase behavior and adopted the ECT model to analyze the intention of collaboration continuation of orchid firms. Additionally, one of the most important factors in collaboration relationships is selecting good partner(s). Based on the partner characteristics which orchid firms chose partner(s), we can learn what are those criteria when orchid firms selecting their collaboration partner(s). Are there differences between their criteria and the best practices in literature? In literature of social relationship, “relationship involvement” is a common issue and one of the factors of successful collaboration relationship. Hence, the characteristics of collaboration partners and relationship involvement also were important factors to be studied.
This research has distributed questionnaires to 106 orchid firms in person and recovered 62 valid questionnaires. The statistical analysis results show that the intention of collaboration continuation is influenced by relationship involvement and partners' characteristics. The higher the rank of the partners' characteristics (ranking by respondents) is, the higher the relationship satisfaction is. In turn, the intention of collaboration continuation can be increased. On the contrary, business objective results which are perceived usefulness and confirmation don't significantly influence the intention of collaboration continuation. Most results of this study are similar to those found for industrial industry. Notably, industrial industries pay more attentions to intangible assets rather than market knowledge which is valued the most by orchid firms.
Followings are our suggestions for improving the collaboration in orchid industry. Firms should pay more attentions to intangible assets, firm's operational characteristics and degree of fitness. Government/professional associations could guide firms to collaborate in a formal “contract collaboration” rather than mere “communication collaboration”. Academia might do qualitative study on both two parties in collaboration. Furthermore, Chinese market, a potential production and purchasing market, is worthy to be studied.

CHAPTER 1 INTRODUCTION 1
1.1 Research background and motivation 1
1.2 Research objective 4
1.3 Research process 5
CHAPTER 2 LITERATURE REVIEW 6
2.1 Orchid industry 6
2.1.1 Orchid production 6
2.1.1.1 Orchid production in Taiwan 6
2.1.1.2 Orchid production in the Netherlands 9
2.1.1.3 Orchid production in Thailand 13
2.1.2 Orchid market 14
2.1.2.1 Orchid market in the U.S. 16
2.1.2.2 Orchid market in Japan 17
2.1.2.3 Orchid market in the Netherlands 17
2.1.3 Comparison between Taiwan and the Netherlands 17
2.2 Collaboration in Taiwan orchid industry 20
2.2.1 The floricultural production and marketing system 20
2.2.2 The orchid-related associations in Taiwan 25
2.3 Expectancy Confirmation Theory 26
2.3.1 Confirmation 28
2.3.2 Perceived usefulness 29
2.3.3 Relationship satisfaction 31
2.3.4 Intention of collaboration continuation 32
2.4 Organizational factors 32
2.4.1 Relationship involvement 33
2.4.2 Partner characteristics 33
CHAPTER 3 RESEARCH METHODOLOGY 35
3.1 Research framework 35
3.2 Research hypotheses 35
3.3 Operational definition and evaluations of research variables 40
3.3.1 Confirmation 40
3.3.2 Relationship satisfaction 41
3.3.3 Perceived usefulness 41
3.3.4 Organizational factors 43
3.3.4.1 Partners characteristics 43
3.3.4.2 Relationship involvement 44
3.3.5 Intention of collaboration continuation 46
3.4 Questionnaire design 46
3.4.1 Contents of questionnaire 46
3.4.2 Questionnaire distribution 48
3.5 Data analysis and process 48
CHAPTER 4 RESULT & DISCUSSION 49
4.1 Descriptive analysis of firms' background 49
4.1.1 Firms' Profile 49
4.1.2 Status of collaboration in orchid industry 50
4.2 Descriptive analysis of partners' characteristics 52
4.3 Test of measurement model 55
4.4 Test of structural mode 59
4.4.1 Effect on relationship satisfaction 62
4.4.2 Effect on intention of collaboration continuation 63
4.4.3 Effect on perceived usefulness 64
CHAPTER 5 CONCLUSION & RECOMMENDATION 66
5.1 Conclusion 66
5.2 Recommendations 67
5.2.1 For orchid firms 67
5.2.2 For government or professional associations 67
5.3 Limitations 68
APPENDIXES 70
Appendix 1 Questionnaire 70
Appendix 2 Factor loading of all items 76
REFERENCE 78

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