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研究生:林仲強
研究生(外文):Chung-Chiang Lin
論文名稱:企業對夥伴信任的前置因素與其影響-以台灣保險產業為例
論文名稱(外文):Antecedents and Impacts of Trust toward Partner — An Empirical Investigation on Taiwanese Insurance Industry
指導教授:李文瑞李文瑞引用關係
指導教授(外文):Wen-Ruey Lee
學位類別:碩士
校院名稱:銘傳大學
系所名稱:國際企業學系碩士班
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:2006
畢業學年度:94
語文別:英文
論文頁數:48
中文關鍵詞:信任的影響信任的前置因素保險產業信任
外文關鍵詞:Impacts of TrustAntecedents of TrustInsurance IndustryTrust
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本篇論文為第一篇針對保險公司和保險經紀人公司間的信任前置因素和影響的實證研究,且提出了兩種信任前置因素的分類方式:鑲嵌基礎變數和過程基礎變數;夥伴特有變數和夥伴間變數。近年來的研究顯示信任在組織間的合作關係扮演重要的角色。在保險產業界,和保險經紀人公司合作變成保險公司的重要課題;然而少有研究探討他們之間的關係。經由人員訪談與郵寄問卷共取得62份有效回卷,經由多元迴歸分析的結果顯示:一、保險公司的聲譽、保險公司和保險經紀人公司間的溝通程度和保險公司的協助提供對於保險經紀人公司的信任有正向影響,但雙方合作關係期間對信任是沒有影響的。保險經紀人公司對於保險公司的信任程度對於保險經紀人公司對保險公司的關係承諾和資產專屬投資有正向的影響。二、過程基礎變數對於信任的影響效果較鑲嵌基礎變數解釋能力強,而夥伴特有變數對信任的的影響效果較夥伴間變數解釋能力強。
This paper is the first empirical research on determinants and impacts of trust between IC and IBC. Furthermore this paper offers two type assortments for determinants of trust: Social/Embeddedness Variable vs. Process-Based Variable and Partner-Specific Variable vs. Inter-Partner Variable. Changing competitive environments are forcing firms to seek more creative and flexible means for facing competition. On the other hand, firms can acquire their required capabilities through cooperation with firms that already possess those. Recently research suggests that trust becomes an important role in inter-organization relationship. In the insurance industry, cooperating with Insurance Broker Company (IBC) becomes an important issue for Insurance Company (IC) in Taiwan; however, few studies discussed the relationship. This study exams the antecedents and impact of trust between IC and IBC. Further, it separates two types of assortments for determinants of trust: Social/Embeddedness Variable vs. Process-Based Variable and Partner-Specific Variable vs. Inter-Partner Variable. The result indicates that: First, reputation of the IC, the communication between IC and IBC and assistance giving of the IC is positively related to the IBC’s trust, but the length of relationship is insignificant. The level of the IBC’s trust to the IC is positively related to the IBC’s relationship commitment and the IBC’s asset specific investment. Second, the effects of Process- Based Variable on Trust are much stronger than Social/Embeddedness Variable, and the effects of Partner-Specific Variable are much stronger than Inter-Partner Variable on Trust.
Table of Contents
ACKNOWLEDGEMENTS I
ABSTRACT II
CHINESE ABSTRACT III
TABLE OF CONTENTS IV
LIST OF TABLES VI
LIST OF FIGURES VI
1. INTRODUCTION 1
2.LITERATURE REVIEW AND HYPOTHESES DEVELOPMENT 3
2.1 TRUST 3
2.2 THE DETERMINANTS OF TRUST- SOCIAL/EMBEDDEDNESS VARIABLES VS. PROCESS-BASED VARIABLES 4
2.2.1 Length of Relationship and Trust 4
2.2.2 Reputation and Trust 6
2.2.3 Communication and Trust 7
2.2.4 Assistance Giving and Trust 8
2.3 THE IMPACTS OF TRUST 9
2.3.1 Trust and Relationship Commitment 10
2.3.2 Trust and Asset Specific Investment 11
3. RESEARCH FRAMEWORK AND DESIGN 13
3.1 RESEARCH FRAMEWORK 13
3.2 DATA COLLECTION PROCEDURE AND SAMPLE 13
3.3 DATA ANALYSIS METHOD 16
3.4 OPERATIONAL MEASURE 17
3.4.1 Trust 17
3.4.2 Length of Relationship 17
3.4.3 Reputation 18
3.4.4 Communication 18
3.4.5 Assistance Giving 19
3.4.6 Relationship Commitment 19
3.4.7 Asset Specific Investment 19
3.4.8 Control variable - Country 20
4. EMPIRICAL RESULTS 21
4.1 CONSTRUCT VALIDATION: FACTOR ANALYSIS AND RELIABILITY 21
4.2 CORRELATIONS BETWEEN PREDICTOR VARIABLES: PEARSON CORRELATION COEFFICIENTS 23
4.3 THE DETERMINANTS AND THE IMPACT OF TRUST: NESTED REGRESSION ANALYSIS 24
4.4 PARTNER-SPECIFIC VARIABLE VS. INTER-PARTNER VARIABLE 25
5. CONCLUSIONS AND DISCUSSION 28
5.1 CONTRIBUTION 28
5.2 DISCUSSION AND CONCLUSIONS 28
5.3 MANAGERIAL IMPLICATIONS 30
5.4 LIMITATIONS AND SUGGESTIONS FOR FUTURE REARCH 31
REFERENCE 33
APPENDIX. QUESTIONNAIRE 38


List of Tables
TABLE 1. DESCRIPTIVE STATISTICS 16
TABLE 2. FACTOR ANALYSIS AND RELIABILITY 22
TABLE 3. PEARSON CORRELATION COEFFICIENTS 23
TABLE 4. NESTED REGRESSION ANALYSIS FOR SOCIAL/EMBEDDEDNESS VARIABLE VS. PROCESS-BASED VARIABLE 25
TABLE 5. REGRESSION ANALYSIS FOR THE IMPACT OF TRUST 25
TABLE 6. THE RESULT OF NESTED REGRESSION ANALYSIS FOR PARTNER-SPECIFIC VARIABLE VS. INTER-PARTNER VARIABLE 27
TABLE 7. A SUMMARY OF INVESTIGATED HYPOTHESES AND RESULTS 30

List of Figures
FIGURE 1 ANTECEDENTS AND IMPACTS OF TRUST: SOCIAL/EMBEDDEDNESS VARIABLE VS. PROCESS-BASED VARIABLE 13
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