臺灣博碩士論文加值系統

本研究提出一個概念性關係架構，探討在關係增進活動、承諾、關係學習在中華民國資訊管理學會的因果關係。承諾是中介變數，本研究也探究它與關係增進活動和關係學習的中介關係。
本研究使用線性結構方程式模型，來驗證關係增進活動、關係承諾、關係學習的因果性關係，並且進行1067份的中華民國資訊管理學會會員的研究問卷調查。研究結果發現核心活動對情感承諾沒有顯著的影響，但是對關係記憶有直接的影響。而且，學會知識的散佈對情感承諾有正向影響，但是對規範承諾沒有顯著的影響。實證結果發現，在行銷活動下，成員會有不同的感受。企業若能有效地運用不同類型的行銷活動，會培養組織成員較高的承諾，進而影響成員的行為。本研究成果能提供資訊業在發展不同類型的關係增進活動若干具體的建議與參考意涵。

This study presents a causal relationship framework for the Association of Computer Science and Information Management (ACSIM) among relationship enhancement
activities, relationship commitment and relationship learning. Relationship commitment is an intervening variable in this study, which examined the causal relationship between relationship enhancement activities and relationship learning. This study adopts a linear structure equation (LISREL) approach to analyze the
causal relationship between relationship enhancement activities, relationship commitmentand relationship learning. A total of 1,067 potion questionnaires are distributed to members in the ACSIM in this study. We discover that regular associate activities are not positively correlated with affective commitment, but it directly affects relationship memory. Additionally, disseminating of association messages has a positive influenceon affective commitment, but it is not significant with normative commitment.From empirical results, we discover that in the marketing activities, members will have different feelings. If companies can provide several marketing activities, it will enhance members’ commitment; it will also increase members’ willingness to learn. Finally, a recommendation of the managerial implications for the information industry to
develop marketing activities will be presented.

致謝辭 ……………………………i
ABSTRACT …………………………………………………………. ..ii
LIST OF TABLES ………………………………. .. iv
LIST OF FIGURES ………………………………….. v
TABLE OF CONTENTS ………………………………………. vi
CHAPTER I INTRODUCTION
1.1 Research Background and Motivations .................... 1
1.1.1 Management Dilemma ............... 1
1.1.2 Management Issues .................... 4
1.1.3 Research Issues ........................... 5
1.2 Research Problems and Research Objectives ........................................ 6
1.2.1 Research Problems ..................... 6
1.2.2 Research Objectives .................... 7
1.2.3 The Expectation Contributions of this Thesis ............................ 7
1.3 Research Process and Method .............. 8
1.3.1 Research Procedure .................... 8
1.3.2 Research Method ......................... 8
1.4 Outline of this Thesis ……………………………………………………. 10
CHAPTER II LITERATURE REVIEW
2.1 Relationship Enhancement Activities .... 11
2.1.1 The Definition of Relationship Enhancement Activities ..................... 11
2.1.2 The Dimension of Relationship Enhancement Activities ........................ 11
2.1.3 Influencing Results of Relationship Enhancement Activities .................. 12
2.2 Relationship Commitment ................. 13
2.2.1 The Definition of Relationship Commitment .......................................... 13
2.2.2 The Dimension of Relationship Commitment ......................................... 13
2.2.3 Influencing Results of Relationship Commitment ................................... 15
2.3 Relationship Learning ........................ 16
2.3.1 The Definition of Relationship Learning ................................................. 16
2.3.2 The Dimension of Relationship Learning
CHAPTER III RESEARCH METHODOLOGY
3.1 Research Framework ..................... 19
3.2 Hypothesis ......................................... 21
3.2.1 The Relationship among Regular Associate Activities, Disseminating of
Association Messages and Affective Commitment ................................. 21
3.2.2 The Relationship among Enhanced Member Interrelationship, Professional
Journal and Continuance Commitment ......................................... 22
3.2.3 The Relationship among Enhanced Member Interrelationship,
Disseminating of Association Messages and Normative Commitment ... 24
3.2.4 The Relationship among Regular Associate Activities, Affective
Commitment, Normative Commitment and Relationship Memory ........ 25
3.2.5 The Relationship between Affective Commitment and Shared Information
........................................27
3.2.6 The Relationship among Affective Commitment, Continuance Commitmentand Enhanced Common Belief .............................28
3.3 Measurement and Scale ............ 29
3.3.1 Relationship Enhancement Activities ........ 29
3.3.2 Relationship Commitment ......31
3.3.3 Relationship Learning ......... 31
3.4 Survey and Data Collection ............ 32
3.4.1 Survey ............ 32
3.4.2 Data Collection ................ 33
3.5 Statistical Method .................... 33
3.5.1 Multiple statistical analyzes .......... 34
3.5.2. Linear Structural Relationship (LISREL) ........................... 35
CHAPTER IV EMPIRICAL RESULTS
4.1 Basic Statistics Analysis ................. 37
4.1.1 Sample Characteristics .................... 37
4.1.2 Variance Analysis ........................... 38
4.2 Reliability and Validity Analysis ......... 40
4.2.1 Reliability Analysis ....................... 40
4.2.2 Validity Analysis ........................... 43
4.3 The LISREL Model ............................. 47
4.3.1 The Analysis Results of the LISREL Model .................................... 47
4.3.2 The Results of the Structure Model ......49
4.3.3 Direct and Indirect Effects ........... 51
4.4 Recursive System (or Causal Cyclical System)
4.4.1 Recursive System Analysis (or Causal Cyclical System Analysis) 52
4.4.2 The Empirical Analysis of Intervening Variable ……………...62
CHAPTER V CONCLUSIONS
5.1 Empirical Result ................................. 72
5.2 Managerial Implications ...................... 75
5.3 Research Limitations ............................. 77
5.4 Further Research Remarks .................... 78
5.4.1 Academic Aspect ........................... 79
5.4.2 Property Aspect ....………………..79
REFERENCES ……………………………………… 80
APPENDIX 1 THE ITEMS OF RESEARCH QUESTIONNAIRE ………... 88
APPENDIX 2: RESEARCH QUESTIONNAIRE (IN ENGLISH) ……… 90
APPENDIX 3: RESEARCH QUESTIONNAIRE (IN CHINESE) ......94

1. Allen, N.J. and J.P. Meyer (1991), “A Three-Component Conceptualization of
Organizational Commitment,” Human Resource Management Review, Vol. 1,
No. Spring, pp. 61-98.
2. Allen, N.J. and J.P. Meyer (1990), “The Measurement and Antecedents of
Affective, Continuous and Normative Commitment to the Organization,”
Journal of Occupational Psychology, Vol. 63, No. 1, pp.1-18.
3. Anderson, J.C. and D.W. Gerbing (1988), “Structural Equation Modeling in
Practice：A Review and Recommended Two-Step Approach,” Psychological
Bulletin, Vol. 103, No. 3, pp.411-423.
4. Anderson, E.M. and B.A. Weitz (1992), “The Use of Pledges to Build and
Commitment in Distribution Channels,” Journal of Marketing Research, Vol.
29, No. February, pp.18-34.
5. Anderson J.C. and J.A. Narus (1990), “A Model of Distributor Firm and
Manufacturer Firm Working Partnerships,” Journal of Marketing, Vol. 54, No.
January, pp.42-58.
6. Ashforth, B.E. and F. Mael (1989), “Social Identity Theory and the
Organization,” Academy of Management Review, Vol. 14, No. 1, pp.20-39.
7. Baker, W.E. and J.M. Sinkiula (1999), “The Synergistic Effect of Market
Orientation on Organizational Performance,” Academy of Marketing Science,
Vol. 4, No. Fall, pp.411-427.
8. Bagozzi, R.P. and Y. Yi, (1988), “On the Evaluation of Structural Equation
Models,” Journal of the Academy of Marketing Science, Vol. 16, No. Spring,
pp.74-94.
9. Baron, R.M. and K.A. David (1986), “The Moderator-Mediator Variable
Distinction in Social Psychological Research: Conceptual, Strategic and
Statistical Considerations,” Journal of Personality and Social Psychology, Vol.
51, No. 6, pp.1173-1182.
10. Bhattacharya, C.B. (1998), “When Customers Are Members: Customer
Retention in Paid Membership Contexts,” Journal of the Academy of Marketing
Science, Vol. 26, No. Winter, pp.31-44.
81
11. Bhattacharya, C.B, H. Rao, and M.A. Glynn (1995), “Understanding the Bond of
Identification: An Investigation of Its Correlates among Art Museum Members,”
Journal of Marketing, Vol. 59, No. October, pp. 46-57.
12. Blau, P.M. (1964), Exchange and Power in Social Life, New York: John Wiley
and Sons, Inc.
13. Bolton, R.N. (1998), “A Dynamic Model of the Duration of the Customer’s
Relationship with a Continuous Service Provider: The Role of Satisfaction,”
Marketing Service, Vol. 17, No. 1, pp.45-65.
14. Borys, B. and D.B. Jemison (1989), “Hybrid Arrangements as Strategic
Alliances: Theoretical Issues in Organizational Combinations,” Academy of
Management Review, Vol. 14, No. April, pp.234-249.
15. Brown. J.R., R.F. Lusch, and C.Y. Nicholson (1995), “Power and Relationship
Commitment: Their Impact on Marketing Channel Member Performance,”
Journal of Retailing, Vol. 71, No. Winter, pp.363-392.
16. Buchanan, B. (1974), “Building Organizational Commitment: The Socialization
of Managers in Work Organization,” Administrative Science Quarterly, Vol. 19,
No. December, pp. 533-546.
17. Cannon, J.P. and W.D. Perreault Jr. (1999), “Customer-Supplier Relationships in
Business Markets,” Journal of Marketing Research, Vol. 36, No. November,
pp.439-460.
18. Chen, Tser-yieth (2004), Service Management, Taipei: Hua-Tai Book Company
(In Chinese).
19. Churchill G.A. Jr. (1995), Marketing Research: Methodological Findations,
6th-edition, New York: the Dryen Press.
20. Cooper, D.R. and C.W. Emory (1995), Business Research Method, Chicago:
Richard D. Irwin, pp.149.
21. Cronin J. J, JR.B.K. Michael and H.M.G. Tomas (2000),” Assessing the Effects
of Quality, Value and Customer Satisfaction on Consumer Behavioral Intention
in Service Environments,” Journal of Retailing, Vol. 76, No. 2, pp. 193-218.
22. Crosby, L.A., K.R. Evans and P. Cowels (1990), “Relationship Quality in
Service Selling: An Interpersonal Influence Perspective,” Journal of Marketing
Vol. 54, No. 3, pp.68-81.
23. Day, G.S. (1994a), “The Capabilities of Market-Driven Organizations,” Journal
of Marketing, Vol. 58, No. October, pp. 37-52.
82
24. Dickson, P.R. (1996), “The Static and Dynamic Mechanics of Competition: A
Comment on Hunt and Morgan’s Comparative Advantage Theory,” Journal of
Marketing, Vol. 60, No. October, pp. 102-106.
25. Dickson, P.R. (1992), “Toward a General Theory of Competitive Rationality,”
Journal of Marketing, Vol. 56, No. January, pp.69-83.
26. Doney, P.M. and J.P. Cannon (1997), “An Examination of the Nature of Trust in
Buyer-Seller Relationships,” Journal of Marketing, Vol. 61, No. April, pp.
35-51.
27. Dwyer, F.R., P.H. Schurr and S. Oh (1987), “Developing Buyer-Seller
Relationships,” Journal of Marketing, Vol. 51, No. April, pp.11-27.
28. Dyer, J.H. and H. Singh (1998), “The Relationship View Cooperative Strategy
and Sources of Interorganizational Competitive Advantage,” Academy of
Management Review, Vol. 23, No. October, pp. 660-679.
29. Fornell, C. and D.F. Larcker (1981), “Evaluating Structural Equation Models
with Unobservable Variables and Measurement Errors,” Journal of Marketing
Research, Vol. 25, No. May, pp.186-192.
30. Fornell, C. and F.L. Bookstein (1982), “Two Structural Equations Models:
LISREL and PLS Applied to Consumer Exit-Voice Theory,” Journal of
Marketing Research, Vol. 19, No. November, pp. 440-52.
31. Foil, C.M. and M.A. Lyles (1985), “Organization Learning,” Academy of
Management Review, Vol. 10, No. October, pp. 803-813.
32. Fred S. and J. Sallis (2003), “Promoting Relationship Learning,” Journal of
Marketing, Vol. 67, No. July, pp. 80-95.
33. Garbarino, E. and M.S. Jonnson (1999), “The Different Roles Satisfaction, Trust
and Commitment in Customer Relationship,” Journal of Marketing, Vol. 63, No.
2, pp. 70-87.
34. George J. (1990), “Alliances in Industrial Purchasing: The Determinants of
Joint Action in Buyer-Supplier Relationships,” Journal of Marketing Research,
Vol. 27, No. February, pp.32-44.
35. Geyskens, I.S., E.M. Jan-Benedict, L.K. Scheer, and K., Nirmalya (1996), “The
Effects of Trust and Interdependence on Relationship Commitment: A
Trans-Atlantic Study,” International Journal of Research in Marketing,
Amsterdam: Vol. 13, No. October, pp. 303-347.
36. Goodman, L.E. and P.A Dian (2001), “The Determinants of Relationship
83
Commitment in the Distributor-Manufacturer Relationship,” Industrial
Marketing Management, Vol. 30, No. 1, pp.287-300.
37. Gruen, T.W., J.O Summers. and F. Acito (2000), “Relationship Marketing
Activities, Commitment, and Membership Behaviors in Professional
Associations,” Journal of Marketing, Vol. 64, No. 3, pp. 34-49.
38. Gundlach, G.T., R.S. Achrol, and Mentzer (1995), “The Structure of
Relationship Commitment in Exchange,” Journal of Psychology, Vol. 79, No. 1,
pp.15-23.
39. Hackett, R.D., P. Bycio, and P. Hausdorf (1994), “Further Assessments of Meyer
and Allen’s (1991) Three-Component Model of Organizational Commitment,”
Journal of Applied Psychology, Vol. 79, No. 1, pp.15-23.
40. Hakasson, H. and Johanson (1988), “Formal and Informal Cooperation
Strategies in International Industrial Networks,” in Cooperative Strategies in
International Business, F.J. Contractor and Peter Lorange, eds. Lexington, MA:
Lexington Books, pp.369-379.
41. Halle’n, L., J. Johanson, and N. Seyed-Mohamed (1991), “Interfirm Adaptation
in Business Relationships,” Journal of Marketing, Vol. 55, No. April, pp.29-37.
42. Heide, J.B. and G. John (1988), “The Role of Dependence Balancing in
Safeguarding Transaction-Specific Asset in Conventional Channels,” Journal of
Marketing, Vol. 52, No. January, pp.20-35.
43. Heide, J.B. (1994), “Interorganizational Governance in Marketing Channels,”
Journal of Marketing, Vol. 58, No. January, pp.71-85.
44. Hirschman, A.O. (1970), Exit, Voice and Loyally: Responses to Decline in
Firms, Organizations, and State, Cambridge, MA: Harvard University Press.
45. Huang, P.F. (1998), “Relationship Marketing: Investigation into Consumers’
Initiation, Maintenance and Adjustment/Disengagement of Marketing
Relationship,” Business Administration, the University of Mississippi.
46. Hurley, R.F., G. Tomas and M. Hult (1998), “Innovation, Market Orientation, and
Organization Learning-An Integration and Empirical Examination,” Journal of
Marketing, Vol. 62, No. July, pp.42-54.
47. Jap, S.D. and S. Ganesan (2000), “Control Mechanisms and the Relationship
Life Cycle: Implications for Safeguarding Specific Investments and Developing
Commitment,” Journal of Marketing Research, Vol. 37, No. May, pp.227-245.
48. John, G. (1984), “An Empirical Investigation of Some Antecedents of
84
Opportunism in a Marketing Channel,” Journal of Marketing Research, Vol. 21,
No. August, pp.278-289.
49. JOreslog, K.D. and D. SOrbom (1984), Analysis of Linear Structural
Relationship by Maximum Likelihood, Chicago: Scientific Press.
50. Kanter, R.M. (1968), “Commitment and Social Organization,” American
Sociological Review, Vol. 33, No. 4, pp.499–517.
51. Kelly, S.W., J.D. Jr., and S. Skinner (1990), “Customer Participation in Service
Production and Delivery,” Journal of Retailing, Vol. 66, No. Fall, pp.315-335.
52. Kim, K. and G.L. Frazier (1997), “Measurement of Distributor Commitment in
Industrial Channels of Distribution,” Journal of Business Research, Vol. 40,
No.2, pp.139-154.
53. Kmenta, J. (1971), Elements of Econometrics, New York: Macmillan, pp. 255.
54. Kotler, P. and S.J. Levy (1969), “Broadening the Concept of Marketing,”
Journal of Marketing, Vol. 33, No. January, pp.10-15.
55. Kumar, N., L.K. Scheer and J-B.E.M. Steenkamp (1995), “The Effects of
Perceived Interdependence on Dealer Attitudes,” Journal of Marketing
Research, No. August, pp. 348-356.
56. LaBahn, D.W. (1999), “Commitment and Trust in Cross-National Channel
Relationships: An Investigation of U.S.-Mexican Trade Relationships,” Journal
of Marketing Channel, Vol. 7, No.1/2, pp. 121-156.
57. Lukas, B.A., G.T. M. Hult, and O.C. Ferrell (1996), “A Theoretical Perspective
of the Antecedent and Consequences of the Organizational Learning in
Marketing Channels,” Journal of Business Research, Vol. 36, No. July,
pp.233-244.
58. MacKenzie, S.B., P.M. Podsakoff, and M. Ahearne (1998), “Some Possible
Antecedents and Consequences of In-Role and Extra-Role Salesperson
Performance,” Journal of Marketing, Vol. 62, No. July, pp.87-98.
59. Macneil, I.R. (1978), “Contracts: Adjustment of Long-Term Economics
Relations under Classical, Neoclassical and Relational Contract Law,”
Northwestern University Law Review, Vol. 72, No. 3, pp. 854-902.
60. Marquardt, M.J. (1996), Building the Learning Organization: A System
Approach to Quantum Improvement and Global Success, New York:
McGraw-Hill.
61. Mowday, R., L. Porter, and R. Steers (1982), Employee-Organization Linkages:
85
The Psychology of Commitment, Absenteeism, and Turnover, New York:
Academic Press.
62. Morgan, R.M. and S.D. Hunt (1994), “The Commitment-Trust Theory of
Relationship Marketing,” Journal of Marketing, Vol. 58, No. July, pp.20-38.
63. Moorman, C. and A.S. Miner (1997), “The Impact of Organizational Memory on
New Product Performance and Creativity,” Journal of Marketing Research, Vol.
34, No. February, pp.91-106.
64. Nancy, M.D. (2000), Common Knowledge: How Companies thrive by Sharing
What They Know, Boston, Harvard Business School Press.
65. Noordewier, T.G., G. John, and J.R. Nevin (1990), “Performance Outcomes of
Purchasing Arrangements in Industrial Buyer-Vender Relationships,” Journal of
Marketing, Vol. 54, No. October, pp.80-93.
66. Nonaka, I. and H. Takeuchi (1995), The Knowledge-Creating Company, New
York, Oxford University Press.
67. Nunally, J.C. (1967, 1978), Psychometric Theory, 1st~edition (2st~edition),
New York: McGraw-Hill Inc.
68. Parasutaman, A., L.L. Berry, and V.A. Zeithaml (1991), “Understanding
Customer Expectations of Service,” Sloan Management Review, Vol. 32, No.3,
pp.39-48.
69. Pfeffer, J. and G.R. Salancik (1978), “The External Control of Organizations: A
Resource Dependence Approach .New York: Harper and Row Relationships,”
Journal of Marketing, Vol. 51, No. April, pp.11-27.
70. Porter, L.M., R.M., Steers, R.T. Mowday, and Boulion (1974), “Organizational
Commitment, Job Satisfaction and Turnover among Psychiatric Technicians,”
Journal of Applied Psychology, Vol. 59, No. 5, pp.603–609.
71. Quinn, J.B., P. Anderson, and S. Finkelstein (1996), “Managing Professional
Intellect: Making the Most of the Best,” Harvard Business Review, Vol. 74, No.
March-April, pp.71-80.
72. Reuben M.B. and D.A. Kenny (1986), “The Moderator-Mediator Variable
Distinction in Social Psychology Research: Conceptual, Strategic, and Stastical
Considerations,” Journal of Personality and Social Psychology, Vol. 51, No. 6,
pp.1173-1182.
73. Salancik, G.R. (1977), New Directions in Organizational Behavior, Chicago:
St.Clair Press.
86
74. Sargeant, A. (1999), Marketing Management for Nonprofit Organizations,
Oxford, Oxford University Press.
75. Sarvary, M. (1999), “Knowledge Management and Competition in the
Consulting Industry,” California Management Review, Vol. 41, No.2, pp.
95-107.
76. Senge, P. (1997), Sharing Knowledge, Executive Excellence, Vol. 14, No.11,
pp.17-20.
77. Sharma, N.P. and G. Patterson (1999), “The Impact of Communication
Effectiveness and Service Quality on Relationship Commitment in Customer,
Professional Services,” Journal of Services Marketing, Vol. 13, No.2,
pp.151-170.
78. Sheth, J.N. and A. Parvatiyer (1995), “Relationship Marketing in Consumer
Markets: Antecedents and Consequences,” Journal of the Academy of
Marketing Science, Vol. 23, No. 4, pp.255-271.
79. Shth-Rong Fang (2004), “An Exploratory Study on the Relationship Perception,
Relationship Attitude and Relationship Behavior,” Journal of Management and
Systems, Vol. 11, No. 4, pp.509-539 (in Chinese).
80. Sirdeshmnkh D., S. Jagdip and S. Barry (2002), “Consumer Trust, Value and
Loyalty in Relational Exchanges,” Journal of Marketing, Vol. 66, No. January,
pp.15-37.
81. Slater, S.F. and J.C. Narver (1996), “Competitive Strategy in the Market-Focused
Business,” Journal of Market Focused Management, Vol. 1, No. 2, pp.159-174.
82. Sinkula, J.M. (1994), “Market Information Processing and Organization
Learning,” Journal of Marketing, Vol. 62, No. July, pp.99-111.
83. Tobelem, J.M. (1997). “The Marketing Approach in Museums,” Museum
Management and Curatorship, Vol. 16, No. 4, pp.337-354.
84. Tom R., A. Vidaurreta, T. Gorman (2003), (Liu, Hui-Qing, Jiang Yu –Qing
Translate), Relationship Asset Management, RAM Business is a Contact Sport :
Using the 12 Principles of Relationship Asset Management to Build Buy-in,
Blast Away Barriers, Taipei: Faces Publication (in Chinese).
85. Van de V., and H. Andrew (1976), “On the Nature, Formation, and Maintenance
of Relations among Organizations,” Academy of Management Review, Vol. 1,
No. October, pp.24-36.
86. Walsh, J.P. and G.R. Ungson (1991), “Organizational Memory,” Academy of
87
Management Review, Vol. 16, No. 1, pp.57-91.
87. Wiener, Y. (1982), “Commitment in Organizations: A Normative View,”
Academy of Management Review, Vol. 7, No. 3, pp.418-428.
88. Wilson, D.T. and V. Mummalaneni (1986), “Bonding and Commitment in
Buyer-Seller Relationships: A Preliminary Conceptualization,” Industrial
Marketing and Purchasing, Vol. 1, No. 3, pp.44-58.
89. Zellner (1971), An Introduction to Bayesian Analysis in Econometrics, New
York: Wiley.
90. http://www.moi.gov.tw/stat/index.asp