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研究生:林金英
研究生(外文):Lin Jin-In
論文名稱:通路治理型態與通路滿意度間關聯性之研究
論文名稱(外文):Relation of study on channel governance forms and channel satisfactions
指導教授:張道釗張道釗引用關係
指導教授(外文):Dau-chao Chang
學位類別:碩士
校院名稱:東海大學
系所名稱:企業管理學系碩士班
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:104
中文關鍵詞:通路相互依存度通路治理型態通路滿意度通路衝突
外文關鍵詞:channel interdependencechannel governance formchannel satisfactionchannel conflict
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公司外部的通路治理型態關係影響公司內部的決策及營運,因此瞭解通路治理型態的前因及後果,將有助於組織設計和管理通路關係,進而形成競爭優勢。(Heide,1994)本研究利用SCO「結構-處理-結果」架構探討通路相互依存度與通路治理型態的相互關係,以及通路治理型態與通路經濟及社會滿意度的相互關係,而在通路滿意度中利用通路衝突探究兩種不同的通路滿意度的交互影響。通路治理型態的衡量方式參考Dahistrom, McNeilly and Speh (1996)的研究方法,利用“激勵方式”及“執行方式”兩區隔變數發展通路治理型態的衡量方式。
研究設計採用電腦及週邊商品零售業做為研究對象,利用便利抽樣方式,由訪談人員於台北縣市、新竹市、台中縣市、南投縣市、台南市、及高雄縣市等做問卷調查。問卷在二星期內的回收份數為173份,扣除25份無效問卷後,有效問卷為148份,有效率為85.5%。
本文參考Churchill(1979)進行資料純化,再藉由複迴歸技術與路徑分析來檢定並驗證研究假設。資料分析結果顯示,在「總相互依存度」愈高的情況下,愈容易形成「通路單方治理型態」及「通路雙方治理型態」;通路單方治理型態及通路雙方治理型態與通路經濟滿意度皆有正向顯著影響關係,但僅有通路雙方治理型態與通路社會滿意度存在正向顯著的因果關係;而通路經濟滿意度與通路衝突間不存在顯著相關且衝突與通路社會滿意存在負向顯著因果關係。
Abstract:
Channel governance forms of firm’s external relationship could have a profound impact on the firm’s internal strategies and operations. Understanding the antecedents and outcomes of channel governance forms can help to design organization and to manage the channel relationship, then it become the competitive advantages of corporate(Heide,1994). This study use SCO「Structure-Conduct-Outcome」structure to research the relationship between channel interdependence and channel governance forms and between channel governance forms and channel satisfactions. Using channel conflict analysis the affect between the two different channel satisfactions. The measure of governance forms referred to Dahistrom, McNeilly and Speh (1996), employing “incentive” and “means of enforcement” develop the measure of governance forms.
In research design, computer and peripheral retailer is the research sample, and this paper use convenience sampling and retrieve questionnaire by interviewer. There are 148 effective samples that subtract 25 ineffective samples from 173 samples, and the effective ratio is 85.5%.
This research referred to Churchill (1979) to purify the received data, then used regression and path analysis to test the proposed model and hypotheses. The result indicate that increasing in the level of 「total interdependence」affects positively significantly the level of「channel unilateral governance form」and「channel bilateral governance form」;channel unilateral governance form and channel bilateral governance form affect positively significantly the level of channel economic satisfaction, but only channel bilateral governance form affects positively significantly the level of channel social satisfaction;channel economic satisfaction don’t affect positively significantly the level of channel conflict, but channel conflict affects positively significantly the level of channel social satisfaction.
第一章 緒論 1
第一節 研究動機 1
第二節 研究目的 2
第三節 研究流程 3
第四節 論文架構 6
第五節 專有名詞中英文對照及解譯 7
第二章 文獻探討 10
第一節 行銷通路治理型態 10
第二節 行銷通路相互依存度(interdependence) 17
第三節 行銷通路滿意度(satisfaction) 26
第四節 行銷通路衝突 29
第五節 行銷通路相互依存度、行銷通路治理型態與通路關係的行銷通路滿意度間之關係探討 32
第六節 研究架構 38
第三章 研究設計 39
第一節 研究衡量及變數定義 39
第二節 抽樣設計 47
第三節 資料分析方式 50
第四章 資料分析和結果 52
第一節 問卷資料純化 52
第二節 信效度分析 60
第三節 廠商基本資料分析 65
第四節 描述性統計分析 69
第五節 迴歸分析 76
第六節 整體研究模型評估 80
第五章 結論與建議 88
第一節 結論 88
第二節 管理意涵 91
第三節 研究限制 93
第四節 未來研究方向 94
附錄一 研究問卷 95
附錄二 整體模式適合度衡量 99
參考文獻 102
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陳榮宗,2000。影響策略、滿意度與績效關係之研究─以汽車業為例,大葉大學事業經營研究所論文。
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