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研究生:蔡瑋竑
研究生(外文):Tsai, Wei Hung
論文名稱:通路溝通之模型建立與實證研究
論文名稱(外文):Antecedents and Consequences of Channel Communication Quality: An Empirical Study
指導教授:林俊昇林俊昇引用關係
指導教授(外文):Lin, J. Chris
學位類別:碩士
校院名稱:國立臺灣科技大學
系所名稱:企業管理系
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:2004
畢業學年度:92
語文別:中文
論文頁數:82
中文關鍵詞:通路溝通溝通策略溝通品質通路條件通路結果
外文關鍵詞:Channel CommunicationCommunication StrategiesCommunication QualityChannel ConditionsChannel Outcomes
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隨著資訊科技時代的來臨,通路成員間的合作關係漸漸地將重心從商品的交易轉為資訊內容的轉換,為的是能獲得營運與決策上所需的資訊,以此來減低業務相關的不確定性,並使得績效達到滿意的程度。因此,本研究遂以「通路溝通」為重心進行深入之探討,並以通訊零售商為樣本,期望能為通路溝通之研究領域建構出一整合性觀念型架構。
本研究首先針對通路成員所面臨的通路條件(通路結構、規範相容性與依存度)進行分析,以探討其對通路溝通之影響效果;此外,探討通路溝通為通路成員間所帶來的通路成效(信任、滿意度與績效)。根據本研究結果,通路成員若能考量其所面臨的通路條件,藉以制訂最適當的溝通策略,方能獲致較佳的溝通品質,因而獲得良好的通路結果。
Although lots of the marketing literature emphasize that communication plays a vital role in channel members’ relationship, it still lacks an integrated conceptual model for channel communication. In this study we develop and empirically test an integrated theoretical model focused on the channel communication quality. Based on a sample from the telecommunication-product retailers in channel system, we analyze the impact of channel conditions (channel structure, norms compatibility, and dependence) on channel communication (communication strategies and communication quality) and probe the effect of channel communication, channel outcomes (trust, satisfaction, and performance). The results show that channel communication is very important between channel conditions and channel outcomes. Channel members can establish the better communication strategies by well evaluating their channel conditions to gain the better communication quality and the satisfactory channel outcomes.
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第三節 研究流程 4
第二章 文獻背景 5
第一節 通路溝通 5
第二節 通路條件 11
第三節 通路結果 17
第三章 研究方法 23
第一節 研究架構 23
第二節 研究假說 24
第三節 研究變數定義與衡量 26
第四節 研究設計與研究工具 31
第五節 資料分析方法 33
第四章 資料分析 34
第一節 樣本特性分析 34
第二節 探索性因素分析 38
第三節 信效度分析 42
第四節 線性結構關係模式 48
第五章 結論與建議 54
第一節 研究結論 54
第二節 研究貢獻 62
第三節 管理意涵 63
第四節 研究限制與未來研究建議 65
參考文獻 68
附錄-問卷 78
中文部分
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