臺灣博碩士論文加值系統

通路關係的管理，滿意與回應間關係的連結是一個受到矚目的課題。文獻中，以往學者大多認為滿意(satisfaction)與退出成本(cost-of-exit)(包括投資大小、替代關係的吸引性、及轉換成本大小)是通路成員回應(responses)行為主要的兩個影響因素。具體而言，過去相關研究主要在探討：通路成員對與其夥伴互動的滿意程度與退出成本的高低，如何影響通路成員的回應行為。儘管通路成員的滿意對其回應行為會受其退出成本的影響。然而，以往實證研究皆將滿意與退出成本視為直接的解釋變數，而非干擾因子(moderator)。值是，本研究擬以退出成本為干擾變數，重新論述滿意與回應間關係的連結，並進一步就所整合之關係架構進行實證，檢視退出成本對滿意與回應之關連的影響。
本研究以航商與海運承攬業者之間的關係為研究系絡，並以海運承攬業者為對象，其主要理由是：航商與海運承攬業者的關係相當密切，但過去並無相關研究對海運承攬業者與航商之間的關係做探討。此外，由於過去對海運承攬業者之問卷回收率皆不高，因此本研究採普查方式進行取樣，資料蒐集方法以問卷為主，共發放368份問卷，回收103份，有效問卷98份，並將所蒐集的資料進行驗證性因素分析(confirmatory factor analysis)，確認資料具有信度、效度後，再應用線性結構關係模式(LISREL)，驗證理論模式的適配性以及變數間的因果關係影響程度。而經實證結果發現，通路成員對關係滿意與其回應之間的關連的確會受到部份退出成本的干擾：當通路成員對此交易關係滿意較低時，如果此時通路成員對交易關係投資較多或市場中並無其它較佳之合作對象存在，縱使此通路成員對關係並不滿意，但如果任由關係結束會造成許多損失，因此，通路成員不會輕易從關係退出(退出)或放任關係結束(忽略)，而會試圖去改善此交易關係所存在的問題(表達)。

關鍵字：滿意，退出成本，回應，海運承攬業

The literature of marketing channels has explored the effects of satisfaction and cost-of-exit, including switching cost, investment and alternative attractiveness, on the responses. However, past studies have treated satisfaction and cost-of-exit as two directly explanatory factors instead of moderator variables. This study therefore attempts to treat cost-of-exit as a moderator and reexamine the moderating effects arising from this factor on the relationships between satisfaction and responses.
In this study, the freight forwarders are taken as the research population. A total of 368 questionnaires is surveyed; the valid sample sizes are 98. The linear structural relationship model (LISREL) is used to test the research hypotheses. The results reveal that investment and alternative attractiveness have a significant moderating effect on the relationship between satisfaction and responses. While the investment of freight forwarders is high, or the attractiveness of alternatives is low, the lower is the degree of satisfaction, the greater is the voice of expressing opinions and the less is the likelihood of neglecting or exiting current relationship.

Key words：satisfaction , cost-of-exit , responses, freight forwarder

中文論文摘要………………………………………………………………………..Ⅰ
英文論文摘要………………………………………………………………………..Ⅲ
目錄………………………………………………………………………………......Ⅳ
圖目錄………………………………………………………………………………..Ⅵ
表目錄…………………………………………………………………………..……Ⅶ

第壹章 前言………………………………………………………………………. .1
第一節 研究背景……………………………………………………………..1
第二節 研究問題與目的……………………………………………………..3
第三節 章節安排………………………………………………………….….4

第貳章 文獻探討…………………………………………………………………..5
第一節 顧客回應…………………………………………………………….5
第二節 顧客回應之影響因素……………………………………………….10
第三節 相關之實證研究發現……………………………………………….15
第四節 文獻評述…………………………………………………………….21

第參章 研究設計…………………………………………………………………..23
第一節 研究架構…………………………………………………………….23
第二節 研究假設…………………………………………………………….25
第三節 定義與衡量………………………………………………………….29
第四節 問卷設計…………………………………………………………….36
第五節 抽樣設計與資料蒐集……………………………………………….37
第六節 統計方法…………………………………………………………….41

第肆章 資料分析…………………………………………………………………..51
第一節 問卷調查與回收過程……………………………………………….51
第二節 樣本結構…………………………………………………………….52
第三節 樣本穩定度檢定…………………………………………………….54
第四節 信度及效度分析…………………………………………………….57
第五節 結構模式驗證結果與分析………………………………………….67

第伍章 結論與建議………………………………………………………………..75
第一節 發現與意涵………………………………………………………….75
第二節 研究限制與後續研究建議………………………………………….79

參考文獻……………………………………………………………………………..81

附錄一 問卷………………………………………………………………………..91
附錄二 回收樣本t檢定…………………………………………………………...94
附錄三 外顯變數之相關係數矩陣………………………………………………..97

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