臺灣博碩士論文加值系統

過去學者Morgan & Hunt (1994) 主張以信任-承諾為主要的核心構念提出了KMV(Key Mediating Variables；KMV)模型，利用關係行銷KMV模型，將其焦點放在夥伴的關係承諾與信任之上。所以本研究便參考此模型與其他學者的研究，將針對傳銷商與上線、公司間關係利益、信任與組織承諾之影響關進行探討，試圖從傳銷商的角度，藉由實證資料了解經營初期傳銷商與上線、組織間不同角度關係利益是否藉由信任對於組織承諾間的影響進行探討。
本研究中，以某傳直銷公司下線（經營者）為受測對象，透過發放實體問卷計400份，回收310份，最終以222份之有效問卷進行分析，驗證研究假設，研究實證結果顯示: 當下線對「上線關係利益信心利益」愈高，則其對組織「信任」也會愈高；當下線對「上線關係利益特殊對待利益」愈高，則其對組織「信任」也會愈高；當下線對「公司關係利益信心利益」愈高，則其對組織「信任」也會愈高；「信任」會顯著正向影響「組織承諾」，顯示當下線(經營者)對銷售團隊與上線(推薦人)行為的正面期待越高時，下線(經營者)對銷售團隊與上線(推薦人)在情感上、規範上的認同和繼續留在團隊中的意願亦會越高。

Morgan and Hunt (1994) stated the KMV (Key Mediating Variables；KMV) model with Trust and Commitment, and focused on the elements, trust and commitment, in the partner relationship. In this study, the author use the KMV model to clarify the Relationship benefits, Trust, and organization commitment between the the up layer, organization, and the dealers in multilevel marketing industry. According to the empirical data, the author proof the relationship benefits related with Trust and Commitment in the relationship building stage.
In this study, I chose a multilevel marketing company to sampling. The total number of the questionnaire is 400, and returns 310 questionnaires. Finally, there are 222 valid samples. According to the result, I find that the higher「higher confidence benefit of relational benefit of higher level dealer」of lower sales will cause the higher “Trust” to the organization; the higher 「special treatment benefit of relational benefit of higher level dealer」of lower sales will cause the higher “Trust” to the organization; the higher of 「higher confidence benefit of relationship benefit of company」 will cause the higher “Trust” to the organization. The “Trust” relate with “Organization commitment” positively. The finding shows that the higher expectation to the higher sales’ positive behavior will increase the willing to stay in the group and the emotional and norm recognition of the lower sales.

致謝 I
中文摘要 II
ABSTRACT III
目 錄 IV
表目錄 VI
圖目錄 VII
第一章 緒論 01
第一節 研究背景與動機 01
第二節 研究目的 04
第三節 研究流程 05
第二章 文獻探討 07
第一節 關係利益 07
第二節 信任 10
第三節 組織承諾 13
第四節 信任-承諾理論 17
第五節 多層次傳銷 22
第六節 關係利益、信任與組織承諾間關係 24
第三章 研究方法 27
第一節 研究架構 27
第二節 研究假設 28
第三節 操作性定義與衡量 31
第四節 問卷設計 36
第五節 資料蒐集方法 38
第六節 資料分析方法 41
第四章 資料分析 43
第一節 敘述性統計 43
第二節 問卷量表分析 49
第三節 整體模式分析 56
第五章 結論與建議 63
第一節 結論 63
第二節 管理意涵與建議 66
第三節 研究限制與後續研究建議 69
參考文獻 71
一、中文部分 71
二、英文部分 74
附錄一 焦點訪談 86
附錄二 研究問卷 88

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