臺灣博碩士論文加值系統

　 資訊通路的林立也造成了市場競爭加劇，然而在掌握通路即是掌握市場的激勵前提下，電腦產品的供應商紛紛尋求下游通路經銷商的協助，以為自身的產品在市場中增加能見度。但在建構和管理行銷通路時不時會遭受到一些困境，例如在激烈的市場競爭中如何取得一個穩定的行銷通路。所以若能與各地經銷商相互合作並建立起良好的通路關係，不但可為自身爭取到更大的市場和豐厚的利潤。

　 本研究旨在探討資訊產業電腦供應商與經銷商之間的關係連結型式，與供應商對經銷商使用影響策略之關係，以及供應商對經銷商使用影響策略對經銷商滿意度所可能造成的影響。經由相關文獻分析，並對相關廠商進行訪談後，將其和過去相關學者之研究加以整合，建構出本研究之理論架構。並選擇台灣西部電腦經銷商聚集的地點，以人員親訪的方式進行實證調查關係連結、影響策略與滿意度之關係。

　 本研究主要使用SPSS統計軟體來完成敘述性統計分析、信度分析與探索性因素分析，以LISREL統計軟體來完成驗證性因素分析、多指標因果模式分析，並以學者所提之對立模型與本研究之理論架構模型做比較分析。

　 在量化檢驗分析之結果中發現：（1）供應商與經銷商之關係為功能連結時，供應商幾乎都不會對經銷商使用到影響策略；（2）供應商與經銷商之關係為社會連結時，供應商經常會使用要求、非強制和關係等策略來影響經銷商的決策與行為，其中以非強制策略（包含資訊交換和建議）的頻率最高，其次為關係策略和要求策略；（3）供應商與經銷商之關係為結構連結時，供應商經常會使用各種的影響策略來影響經銷商的決策與行為。其中以非強制策略的頻率最高，其次為關係策略、允諾、要求和強制策略（包含威脅和訴諸法規），而強制策略所使用的頻率則為最低；（4）當供應商經常使用允諾策略時，經銷商的經濟和社會滿意度會隨之增加；（5）當供應商經常使用要求策略時，經銷商的經濟和社會滿意度會隨之增加；（6）當供應商經常使用非強制性的影響策略時，經銷商的經濟與社會滿意度會隨之增加；（7）當供應商經常使用強制性的影響策略時，經銷商的經濟與社會滿意度會隨之減少；（8）當供應商經常使用關係策略時，經銷商的經濟與社會滿意度會隨之增加。

　　The effective channel relationship management plays a key role in successful business operation. Special on Taiwan information industry, suppliers often asked retailers for assistance in increasing their product visibility. Therefore, how to maintain a good cooperative relationship with retailers will be very important for suppliers.

　　The purpose of this study is to explore the relationships among the three types of suppliers and retailers’ relational bonds and suppliers’ influence strategies and retailers’ satisfaction. The empirical findings are summarized as follows:

1.The suppliers can hardly use influence strategies while the type of relational bonds between suppliers and retailers are the functional bonds.
2.The suppliers use more request, noncoercive and relationship strategies while the type of relational bonds between suppliers and retailers are the social bonds. Thus the highest frequency of use of influence strategies is noncoercive strategies, and the following are relationship and request strategies.
3.The suppliers use more five influence strategies while the type of relational bonds between supplier and retailers are the structural bonds. Thus the highest frequency of use of influence strategies is noncoercive strategies, and the following are relationship, promise, request and coercive strategies.
4.The more suppliers use promise, request, noncoercive and relationship strategies, the more they can foster the retailers higher economic and social satisfaction.
5.The more suppliers use coercive strategies, the more they can foster the retailers lower economic and social satisfaction.

中文摘要--------------------------------------------------- i
英文摘要-------------------------------------------------- iii
誌謝-------------------------------------------------------- v
目錄---------------------------------------------------------vi
表目錄----------------------------------------------------- ix
圖目錄----------------------------------------------------- xi

一、 緒論--------------------------------------------------1
1.1 研究背景----------------------------------------------1
1.2 研究動機----------------------------------------------2
1.3 研究目的----------------------------------------------2
1.4 論文結構與研究流程 ------------------------------3
1.4.1 論文結構--------------------------------------------3
1.4.2 研究流程--------------------------------------------3
二、 文獻探討--------------------------------------------5
2.1 關係連結----------------------------------------------5
2.1.1 關係連結之定義---------------------------------- 6
2.1.2 關係連結之內容---------------------------------- 8
2.1.3 關係行銷之層級---------------------------------- 9
2.1.4 關係連結文獻小結------------------------------ 10
2.2 影響策略---------------------------------------------11
2.2.1 影響策略之定義----------------------------------11
2.2.2 影響策略之內容----------------------------------12
2.2.3 影響策略之分類方式 ---------------------------14
2.2.4 影響策略之衡量方式----------------------------19
2.2.5 影響策略之相關研究 ---------------------------24
2.2.6 影響策略之文獻小結 ---------------------------25
2.3 滿意度----------------------------------------------- 26
2.3.1 滿意度之定義------------------------------------ 26
2.3.2 滿意度之內容------------------------------------ 27
2.3.3 滿意度之衡量方式-------------------------------28
2.3.4 滿意度之文獻小結------------------------------ 29
2.4 關係連結、影響策略與滿意度之關係-------- 30
2.4.1 關係連結與影響策略之關係------------------ 30
2.4.2 影響策略與滿意度之關係-------------------- 30
2.4.3 關係連結、影響策略與滿意度關係之小結 34
三、 研究設計與方法--------------------------------- 35
3.1 研究架構---------------------------------------------35
3.2 研究假設-------------------------------------------- 36
3.2.1 關係連結與影響策略之假設關係------------ 36
3.2.2 影響策略與滿意度之假設關係--------------- 37
3.3 研究變數與操作性定義-------------------------- 39
3.3.1 關係連結之操作性定義------------------------ 39
3.3.2 影響策略之操作性定義------------------------ 39
3.3.3 滿意度之操作性定義 -------------------------- 39
3.4 研究設計---------------------------------------------40
3.4.1 研究對象------------------------------------------ 40
3.4.2 問卷設計與內容--------------------------------- 40
3.4.3 抽樣設計------------------------------------------ 45
3.4.4 問卷回收------------------------------------------ 45
3.5 資料分析方法與流程----------------------------- 46
3.5.1 資料分析流程------------------------------------ 46
3.6 信度與效度分析----------------------------------- 47
3.6.1 信度分析------------------------------------------ 47
3.6.2 探索性因素分析--------------------------------- 48
3.6.3 驗證性因素分析--------------------------------- 52
四、 資料分析與結果--------------------------------- 58
4.1 樣本公司之基本資料分析----------------------- 58
4.2 敘述性統計分析----------------------------------- 62
4.2.1 關係連結之敘述性統計分析------------------ 62
4.2.2 影響策略之敘述性統計分析------------------ 63
4.2.3 滿意度之敘述性統計分析--------------------- 65
4.3 研究模型之評估----------------------------------- 66
4.3.1 本研究之理論模型------------------------------ 66
4.3.2 理論模型與對立模型之評估分析------------ 69
4.3.3 本研究模型之實證分析結果------------------ 71
4.3.4 本研究之因果關係路徑------------------------ 76
4.3.5 研究結果之討論--------------------------------- 78
五、 結論與建議--------------------------------------- 81
5.1 結論-------------------------------------------------- 81
5.1.1 假設檢定之結果--------------------------------- 81
5.1.2 關係連結與影響策略關係之結論------------ 82
5.1.3 影響策略與滿意度關係之結論--------------- 83
5.2 管理上的意涵-------------------------------------- 84
5.2.1 評估關係穩固情形選用影響策略------------ 84
5.2.2 供應商使用影響策略的決策------------------ 84
5.3 研究限制-------------------------------------------- 86
5.3.1 與研究對象有關的限制------------------------ 86
5.3.2 研究區域上的限制------------------------------ 86
5.3.3 研究結果推論上的限制------------------------ 86
5.4 未來研究方向-------------------------------------- 86
5.4.1 雙邊觀點調查------------------------------------ 86
5.4.2 經濟滿意度與社會滿意度之影響------------ 87
5.4.3 跨產業之比較研究------------------------------ 87
參考文獻------------------------------------------------- 88
問卷------------------------------------------------------- 97

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