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研究生:黃素玫
研究生(外文):Hung Su-Mai
論文名稱:信任因素對組織購買工業品的影響-以建設公司為例
論文名稱(外文):The Effects of Trust on the Purchasing Behavior of Organizations - An Empirical Study of Tile Purchasing Behavior of Construction Companies
指導教授:鄭仁偉鄭仁偉引用關係
學位類別:碩士
校院名稱:銘傳大學
系所名稱:管理科學研究所
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:1998
畢業學年度:86
語文別:中文
論文頁數:87
中文關鍵詞:信任組織購買工業行銷
外文關鍵詞:trustorganization behaviorindustrial marketing
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隨著企業經營環境的快速變遷,探討組織間互依共存的重要性是與日遽增,信任因素不僅在組織經營管理備受重視,在工業行銷範疇裡亦扮演十分重要角色.本文經由購買商對供應商及業務員的信任發展,檢視信任因素對組織購買工業品的影響.信任程序經由認知,意圖及行為三階段的發展,分別對購買商的購買決策有不同影響程度.因此,本文期望以供應商及業務員二方面深入探討我國國內企業組織的工業品購買行為,以提供實務界重要的參考價值.本文依據台北市建築投資公司名錄共發出705份問卷,問卷是以採購部門主管為受測對象,共回收有效問卷93份,佔總母體的13.2%,本文經證實,得到研究結果如下:1.購買商對供應商及業務員的信任前因變項已達顯著水準.2.購買商對供應商的信任是會影響購買商對業務員的信任,反之亦然.3.購買商對供應商的信任會影響向該供應商購買工業品的意願,且購買商對業務員的信任亦會產生影響,但仍以供應商的信任為主要考量因素.4.買賣雙方一但進入認知階段,則購買商對供應商及業務員的購買機率將會達到0.8以上.
Due to the fast change of business operating circumstances, studies of the interdependence between organizations have become more and more important."Trust" is one of the factors concerned in studies, which not only conveys importance in the management of organizations but also plays a very important role in the category of industrial marketing. The development process of trust can be divided into three sequent distinct stages: Recognition, Intention and Action. This study is focused on the specific effects of each stage, developed by buyers on suppliers and/or on salespersons, on buyers'' decision markings of purchases. Thriugh investigating the roles that supplier and salespersons play in the behavior of domestic enterprises or organizations in purchasing industrial materials, the author strongly believes that the practical circles will benefit from the valuable results gained from the study. This study adopts the way of questionnaire aiming at persons in charge of purchasing departments of construction companies. Based on the name list of registered construction investment companies in Taipei, total of 705 questionnaires was issued, and 93 valid were collected, which is amounts to 13.2% of the population. With the support of such solid evidence, several conclusions can then be drawn from the study: 1.The antecedent variables of trust that buyers have in suppliers and in salespersons have both reached significant levels, and are mainly influenced by suppliers'' reputation and salespersons'' authorities respectively. However,in the degree of significance, the antecedent variables of trust that buyers have in suppliers are higher than that in salespersons.2.The levels of trust that buyers have in suppliers and that in salesperons will affect each other, but the former has greater effects than the latter does on each other. Therefore, suppliers should pay attention to the interrelationships with salespersons.3.Buyers'' desires to purchase industrial materials from suppliers will be affected by the levels of trust that buyers have in both suppliers and suppliers and salespersons, but the trust in suppliers is still the main concer.The trust that buyers have in suppliers is the prerequisite for buyers to make purchase decisions, however, the trust that buyers have in salespersons can enchance buyers'' desires to purchase.4.Once the trust levels between both sides of bargains reach the Recognition stage, the probalilities for buyers to purchase from suppliers and salespersons will be over 0.8. The results indicate that the factor of trust plays a very important role in affecting buyers'' decision making of purchases.
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