臺灣博碩士論文加值系統

從1980年之後，行銷發展從服務行銷轉變為關係行銷，各國的研究者漸漸對於夥伴之間的關係進行一連串的研究，Morgan & Hunt(1994)認為成功的關係行銷需要信任與承諾的關係，並提出信任-關係承諾模型為主要的中介變數，後續的研究者以這KMV的模型繼續對於夥伴關係進行延續的研究。本研究擬以整理Morgan & Hunt之後的研究者對於KMV模型的延續性研究，並進一步就其KMV模式進行實證研究，檢視信任-關係承諾理論與前置變數（關係終止成本、關係利益、共享價值、溝通、投機行為）、結果變數（默許、離開的意願、合作、功能性衝突、決策不確定性）之間的關係及影響。
本研究以海運承攬運送業與託運商之間的關係為研究系絡，並以海運承攬運送業者為研究對象，由於海運承攬運送的樣本數有限，故本研究採普查的方式進行資料蒐集、共發放611份問卷，回收112份，再確認資料的信度、效度後，再以結構方程模式為統計方法、LISREL為統計分析工具，驗證理論模式的配適度及變數間因果關係影響程度。實證結果發現，影響夥伴關係間信任程度的最重要因素為投機行為；當夥伴的某一方有投機行為產生時，則雙方關係夥伴之間關係的維持則變得更加困難。

關鍵字：信任、關係承諾、海運承攬運送業。

Traditional business process has provoked by advanced information technology and toward a collaborative and cooperative long-term orientation partnership rather than a short-term transactional relationship. This article aims to apple the KMV model conceptualized by Morgan & Hunt in 1994, and after 1994 relationship marketing researcher used this KMV model’s relevant research. This article will contribute to further study and empirical study based on KMV model.
In this study, the freight forwarders are taken as the research population. A total of 611 questionnaires are surveyed; the valid sample sizes are 112. The linear structural relationship model (LISREL) is used to test the research hypotheses. The results reveal that opportunistic behavior is the most important factor between the relationship partners. Their relationship will over when one of the partners has opportunistic behavior.


Keywards: trust, relationship commitment, freight forwarder.

目錄
謝辭 i
摘要 ii
Abstract iii
目錄 iv
表目錄 vi
圖目錄 viii
圖目錄 viii
第一章 緒論 1
1.1 研究背景 1
1.2 研究問題及目的 2
1.3 章節安排 2
第二章 文獻探討 4
2.1關係行銷 4
2.2關係行銷中的信任-關係承諾模型 8
2.3 信任-關係承諾理論的相關研究 15
2.4 文獻評述 28
第三章 研究設計 30
3.1 研究架構 30
3.2 研究假說 31
3.3 定義與衡量 36
3.4 問卷設計 43
3.5 抽樣設計與資料搜集 44
3.6 統計方法 47
3.7分析架構 54
第四章 資料分析 61
4.1 問卷回收 61
4.2 樣本結構 62
4.3 樣本穩定度檢定 65
4.4 信度效度分析 68
4.5模式驗証結果 74
4.6 討論 79
第五章 結論與建議 81
5.1發現與意涵 81
5.2 研究限制與後續研究建議 85
參考文獻 88
附錄一 問卷內容 96
附錄二 回收樣本t檢定 100
附錄三 外顯變數相關係數矩陣 103
附錄三 外顯變數相關係數矩陣（續1） 104
附錄三 外顯變數相關係數矩陣（續2） 105

表目錄
表2.1.1關係行銷相關的定義 7
表2.1.2 交易行銷與關係行銷的比較 8
表2.2.1 信任之相關研究 11
表2.2.2 關係承諾之相關研究 12
表2.3.1 關係終止成本與關係承諾的相關研究 16
表2.3.2 關係利益與關係承諾的相關研究 17
表2.3.3 共享價值與關係承諾及信任的相關研究 18
表2.3.4 溝通與信任相關研究 20
表2.3.5 投機行為與信任的相關研究 22
表2.3.6 信任與承諾相關實證研究 25
表3.4.1 問卷設計 44
表3.5.1 台北市海運承攬運送業者資本額分佈 46
表3.5.2 台灣地區貨物運輸比較表（單位：千公噸，UNIT:1,000M.T.） 47
表3.5.3 海、空運所佔百分比分佈表（單位：百分比％） 47
表3.6.1 結構方程模式符號 50
表3.6.2 LISREL衡量模式符號 51
表3.6.3 總檢定決策法則 52
表3.7.1 模式辨認結果 60
表4.1.1 問卷回收統計表 61
表4.2.1 公司員工人數分佈 62
表4.2.2 公司營業額分佈 63
表4.2.3 合作時間分佈 64
表4.2.4 合作規模分佈 65
表4.3.1 K-S檢定統計量表-公司營業額(N=101) 66
表4.3.2 K-S檢定統計量表-員工人數(N=104) 67
表4.4.1問卷量表與構念信度 69
表4.4.2 調整後構念信度 71
表4.4.3 原始衡量模式配適度指標結果(N=112) 72
表4.4.4 原始衡量模式配適度指標結果(N=112) 73
表4.5.1 結構模式之參數估計 78

圖目錄
圖2.1.1 行銷的發展 5
圖2.1.2關係行銷的定義 6
圖2.2.1 關係行銷中關係交換成員 9
圖2.2.2關係行銷的KMV模型 10
圖3.1.1 研究架構 31
圖3.7.1 線性結構關係圖 59
圖4.5.1 結構模式標準化路徑係數結果 79

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