臺灣博碩士論文加值系統

近來學者利用交易成本、社會交換、社會網路等理論觀點，探討行銷通路關係的形成及發展，卻鮮少從華人社會特有的關係(guanxi)觀點，探討華人社會中的企業通路關係。儘管釵h文獻強調關係在華人社會中的好處，但仍欠缺華人、西方整合觀點的探討。本研究首先探討西方經濟與社會觀點下的通路關係成因與結果，其次，引入華人關係理論，提出整合模型，並從中提出若干研究假設，作為實證分析的依據。本通路關係模型與當前研究典範一致，但將詮釋焦點放在華人文化與社會脈絡下的台灣企業。
本研究針對台灣地區600家電子暨光電零件、電腦周邊製造、工業用機械、自動化設備、食品製造及汽車零組件等行業之製造商進行問卷調查，共回收103份有效問卷，回收率17.17％，使用淨最小平方法(Partial Least Squares, PLS)進行統計分析，主要結果如下：
1.在通路關係中，決策者間先賦關係愈高，通路關係決策結構愈偏向氏族式結構，彼此信任、承諾、與滿意度也較高。
2.資產專屬性、關係策略性、與組織相似性等，乃是雙方交往關係得以進展的原因，其中又以關係策略性的作用較大。顯示台灣企業交往關係得以進展，仍以工具性考量居首。
3.先賦關係對於通路關係的影響力不及交往關係，所以「套關係」、「拉關係」有其作用，但若加上「培養關係」(強化交往關係)，其效益會更大。
4.通路關係結構中，作業整合有助於關係績效，但通路關係決策結構愈偏向官僚式結構，不僅無助於關係績效，甚至產生負面的效果。尤其發生衝突時，雙方互信薄弱，很容易發生破壞性的關係行為，所以針對具備策略價值的通路夥伴，長期而言，仍應朝氏族式結構發展。在這點上，自然也不可忽略先賦關係對於發展氏族式結構的價值。
5.雙邊關係結構愈偏向氏族式結構，作業整合程度愈高，關係愈佳，但同時關係成本也愈高，決策者必須注意關係成本發生的風險，風險的分擔是必要的。
總而言之，本研究結果顯示，華人先賦性與交往性所構成的關係分類圖式，於通路商間關係結構、關係績效上扮演重要角色，最後本文也提出釵h理論與實務上的涵意，以及後續研究發展的方向。

The recent attention paid to marketing channel relationships in the related literature focuses heavily on both western economic and social perspectives－political economy paradigm, transaction cost analysis, and relationship marketing to explain the building and maintaining of channel relationships. But limited research has been carried out on the complex notion of guanxi (literally, relationship) in Chinese society. Despite repeated emphasis on the benefits of guanxi, the literature still lacks an integration of Western and Chinese perspectives. This paper starts with a conceptual review on channel relationships from Western economic and social perspectives, followed by a discussion of its antecedents and consequences. Then, we adapt the guanxi dynamic approach and provide an integrated model. According to the model, some hypothesizes are also proposed and tested. The proposed model of channel relationship is consistent with the major research paradigms but focuses on Taiwan enterprises; they are under the Chinese cultural and social context.
The research was used questionnaires for Taiwan enterprises including electronic and photoelectricity components, computer peripheral, industrial used machinery, automatic equipment, food manufacturing, and auto parts industries. 600 questionnaires have sent and 103 copies are effective, so the response rate is 17.17%. After PLS (Partial Least Squares) analysis, the results of the research are shown as followings:

1.In the channel relationships, the more strong the ascribed or inherited guanxi there are between leaders or decision-makers of marketing channels, the more clanlike the channel relations are, each other trust, the commitment, and the degree of satisfaction is also higher.
2.The developments of strong channel relationships are also grounded on assets specificity, strategic value of the relationship, and similarity of organization. The most important is strategic value of relationship, and this reveal that the progress of the channel relations is because of instrumental consideration.
3.The influence of the ascribed or inherited guanxi on channel relationships is inferior to interactive or associate relations. So “la guanxi” (to enter relationships) has the effect, but if plus with interactive relations, the effect can be bigger.
4.The operational integration is helpful to the relational achievements, but bureaucratic channel relationships then otherwise. In particular, if there are conflicts, because bilateral mutual confidence foundation is still weak, it is very easy to have the destructive relational behavior. Therefore, in front of a partner in marketing channel who has highly strategic value, for a long term, it should be better to diligently develop the clanlike structure, and might not neglect the value of ascribed or inherited guanxi on the relations.
5.If the bilateral relations structure is clanlike, the degree of operational integration must be higher, and the quality of relations will be better, but simultaneously the related cost will be also higher. The decision-maker must pay attention to the risk which the latent relational cost occurs; to disperse the risk is also necessary.

In short, for Taiwan enterprise the psychological classification schema that contains two main dimensions: ascribed and interactive plays an important role in the structure and performance of channel relationships. Some theoretical, managerial implications and future researches are also discussed.

第一章 緒論
第一節 研究背景與動機 1
第二節 研究目的 2
第三節 研究範圍、流程 3
第二章 文獻探討
第一節 西方通路關係理論 4
第二節 華人關係的內涵 14
第三節 華人關係的先賦性與交往性 22
第四節 華人、西方關係觀點的差異 25
第五節 華人關係網絡對於企業間關係的策略性意義
－個人關係層次與組織關係層次的連結 27
第六節 華人、西方關係觀點整合下的通路關係
結構與關係績效 29
第三章 個案分析
第一節 個案描述 39
第二節 個案比較 54
第三節 研究架構修正 62
第四章 研究設計
第一節 研究對象 63
第二節 研究變項定義 63
第三節 資料分析方法 71
第五章 資料分析與討論
第一節 樣本特性 73
第二節 問卷信效度分析 74
第三節 PLS分析結果與討論 78
第四節 小結 88
第六章 結論與建議 91

參考文獻 95
研究問卷 109

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