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研究生:邱韋翔
研究生(外文):Chiu Wei-Hsiang
論文名稱:影響關係行銷合作因素之實證研究
論文名稱(外文):Factors Influencing the Relationship Marketing Cooperation:an Empirical Study
指導教授:魏文欽魏文欽引用關係
指導教授(外文):Wei Wen-Chin
學位類別:碩士
校院名稱:大葉大學
系所名稱:事業經營研究所
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:2007
畢業學年度:95
語文別:中文
論文頁數:74
中文關鍵詞:關係行銷專屬性投資汽車零組件
外文關鍵詞:relationship marketingspecificity assetautomobile parts
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近年來,全球化的趨勢與高度的環境變化,使企業面臨前所未有的挑戰,這種種均讓企業意識到再也無法透過單打獨鬥維持其競爭優勢,為了求得時效與降低風險、生存與發展,企業必須與上下游廠商緊密的整合,以因應環境的快速變化,維持公司持久性競爭優勢。本研究利用關係行銷之觀點探討台灣汽車零組件產業廠商間合作之因素。
本研究先以SPSS統計軟體進行基本資料分析,以LISREL統計軟體進行衡量模式的驗證,再進行結構模式的驗證,共寄出500份問卷,回收107份,回收率21.4% (107/500)。
研究結果顯示,影響廠商間合作關係之因素以廠商所建立的信任與關係承諾最為重要;而共享價值觀將會透過中介變數信任對關係承諾有正向的影響關係。溝通將會透過中介變數信任與關係承諾對合作有正向的影響關係。此外,關係利益與專屬性投資對合作並不顯著。研究最後根據實證之結果,提出結論與管理意涵。
Currently, rapidly growing globalization, as well as vastly changing environment have given rise to remarkable challenge facing all business enterprises. All of that then enterprises conscious that they couldn’t keep competitive advantage by single fight. In order to obtain effectiveness, reduce risk, existence and development. They must integrate upstream and downstream companies closely not only to reflect the changing environment but also to keep their sustainable competitive advantage. By applying relationship marketing viewpoints, Taiwan automobile parts industry are empirically analyzed to investigate the factors that influence interfirm cooperation.
This research fist conduct basis data analysis by use of SPSS statistic software, then use LISREL software to verify the measurement model and then do verification of structure model. In total of 500 questionnaire were sent and consequently 107 were returned, a response rate at 21.4% (107/500).
The results indicate that the most important factors that influence interfirm cooperation are trust and relationship commitment. Then, shared value will positively influence relationship commitment by way of the moderating variable of trust. Communication will positively influence cooperation by way of the moderating variable trust and relationship commitment Besides, relationship benefit and specificity asset is not significantly varied with cooperation. Finally, managerial implications based on these results and future research directions are suggested.
內容目錄
中文摘要 ..................... iii
英文摘要 ..................... iv
誌謝辭  ..................... v
內容目錄 ..................... vi
表目錄  ..................... viii
圖目錄  ..................... x
第一章  緒論................... 1
  第一節  研究背景............... 1
  第一節  研究動機............... 3
  第二節  研究目的............... 3
第三節  研究流程............... 4
第二章  文獻探討................. 6
  第一節  關係行銷................ 6
  第二節  關係承諾............... 9
  第三節 信任................. 11
第四節 關係利益............... 13
第五節 專屬性投資.............. 14
第六節 共享價值觀.............. 17
  第七節 溝通................. 17
  第八節 合作................. 18
第三章  研究方法................. 20
  第一節  研究架構............... 20
  第二節  研究假設............... 21
第三節 硏究變數與操作性定義......... 23
第四節 問卷設計資料收集方式......... 30
  第五節  信度與效度分析............ 31
第四章  研究分析................. 34
第一節  基本資料分析............. 34
  第二節  線性結構關係模式........... 36
  第三節  實證分析............... 44
  第四節  實證結果............... 45
第五章  結論與建議................ 50
  第一節  研究結論............... 50
  第二節  研究建議............... 51
第三節  管理意涵............... 52
第四節  後續硏究............... 54
第五節  研究限制............... 55
參考文獻 ..................... 56
附錄  研究問卷.................. 70















表目錄
表 1- 1 汽車零件外銷統計................. 2
表 2- 1 關係行銷定義整理................. 7
表 2- 2 關係承諾定義整理 ............... 10
表 2- 3 信任定義整理................. 12
表 2- 4 專屬性投資定義整理.............. 16
表 2- 5 合作定義整理................. 19
表 3- 1 關係承諾之操作定義.............. 24
表 3- 2 信任之操作定義................ 25
表 3- 3 關係利益之操作定義.............. 26
表 3- 4 專屬性投資之操作定義............. 27
表 3- 5 共享價值觀之操作定義............. 28
表 3- 6 溝通之操作定義................ 29
表 3- 7 合作之操作定義................ 30
表 3- 8 信度分析與效度分析.............. 33
表 4-1 基本資料分析................. 35
表 4-2 LISREL潛在變數與觀測變數之符號定義 ..... 36
表 4-3 LISREL軟體表示結構方程模式符號 ....... 41
表 4-4 整體的適配分析 ................ 45
表 4-5 結構方程式分析結果.............. 47
表 4-6 潛在自變數與潛在依變數之總影響效果...... 48
表 4-7 潛在依變數與潛在依變數之總影響效果...... 49





圖目錄
圖 1- 1 研究流程 ................... 5
圖 2- 1 KMV模型 .................. 9
圖 2- 2 夥伴關係的型態................ 15
圖 3- 1 研究架構 ................... 21
圖 4- 1 線性結構關係圖................ 42
圖 4- 2 線性結構關係圖整體分析............ 43
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