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研究生:王家淇
研究生(外文):Chia-Chi Wang
論文名稱:行銷通路關係統治對關係績效影響之研究--控制方式之情境效果
論文名稱(外文):The Effects of Relationship Governance on Relationship Performance in Marketing Channel-the Moderating Effect of Control
指導教授:簡南山、林義屏
學位類別:碩士
校院名稱:南台科技大學
系所名稱:企業管理系
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:157
中文關鍵詞:關係統治控制關係績效
外文關鍵詞:Relationship GovernanceControlRelationship Performance
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通路的掌握成為企業經營成功的關鍵因素,通路關係的研究已成為行銷理論研究重要的研究主題。
如何讓製造商或供應商與經銷零售商能達到良好的關係績效需透過特別的控制方式來完成。雖然早期的文獻回顧指出透過特別的控制方式可以協助製造商或供應商達到所要的目標,但並未說明何種關係統治與適當的控制方式配合後,能對製造商或供應商與經銷零售商產生良好的關係績效。
因此本研究即是將關係統治分為價格激勵、權力機制、信任關係規範,視此三種機制為製造商或供應商對經銷零售商的管理策略;將控制方式分為產出控制、過程控制與社會化控制,視此種控制方式為製造商或供應商,為達成目標所採取的執行方式。透過此二項概念進行關係統治對關係績效的影響及在採取不同的關係統治後,選擇適宜的控制方式能達到最佳的關係績效進行研究。
本研究以敘述統計、驗証性因素分析、T檢定、多變量變異數分析、複迴歸分析與Lisrel分析方法進行實証,並驗証本研究所提之出項假設。研究結果發現(1)採用價格激勵關係統治時,與關係滿意、關係效率非正向影響。(2)採用權力機制關係統治時,與關係滿意非負向影響、與關係效率為正向影響。(3)採用信任關係規範關係統治時,與關係滿意、關係效率為正向影響。(4)採用關係統治為價格激勵時,搭配控制方式的產出控制,對於關係效率為正向影響。(5)其餘的交作用皆不顯著。
Channel control has become the key element of enterprise success. Also the research of Channel relationship has become the important subject of Marketing Theory research.

The achievement of good relationship performance between supplier and retailer need to be completed by specific control mode. Although early documents review show that the specific control mode can help manufacturer or supplier to reach the goal, still not explain what kind of relationship governance which matches up with moderate control mode can create the good relationship performance for manufacturer or supplier.

The research divides Relationship Governance into Price Incentives, Authority mechanism and Trust Relational norms and regard the three mechanism as the manage strategies for manufacturer and supplier to retailer. Divide control mode into Output Control, Process Control and Social Control, regards the control mode as the best method to reach the target for manufacturer and supplier. Through these two concepts we can realize the effects of relationship governance on relationship performance and select appropriate control mode to reach the best relationship through different relationship governance.

The objects of the research verify with are PC Related and Cellular phone Communicating Products.Proofed by using non-random convenient sampling method to carry out the survey, the population of the survey was 187, and the effective sample was 156.

This research has been verified with some quantitative methods, including Descriptive Statistics, Confirmatory Factor Analysis (CFA), T-test, ANOVA, Multiple Regression Analysis and LISREL analysis, to proof each hypothesis. The Results of this study are found as follows : (1) The adoption of price incentives relationship governance, has no positive relationship with relationship satisfaction, relation efficiency, (2) The adoption of Authority mechanism relationship governance has no negagive relationship with relationship satisfaction and positive relation efficiency, (3) The adoption of Trust relationship norms relationship governance has positive relationship with relationship satisfaction, relation efficiency.(4) The adoption of price incentives relationship governance with ouput control has has positive relationship with relation efficiency (5)And others interactive has no significant.
目 錄
摘 要 I
ABSTRACT II
誌 謝 II
目 錄 IV
圖 目 錄 VII
表 目 錄 VIII
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第三節 研究範圍 4
第四節 研究流程 5
第二章 文獻探討 7
第一節 關係統治 7
第二節 控制 29
第三節 關係績效 35
第四節 構念間之關係及假設推導 41
第三章 研究方法 47
第一節 研究架構 47
第二節 研究假設 48
第三節 研究變數與及操作性定義 49
第四節 研究對象與抽樣設計 58
第五節 資料分析方法 66
第四章 研究結果與分析 68
第一節 樣本特性分析 68
第二節 信度與效度分析 80
第三節 研究變項間之相關分析 97
第四節 構面間之關係分析 100
第五節 假設驗証及影響效果分析 114
第五章 結論與建議 122
第一節 研究結果與討論 122
第二節 管理意涵 127
第三節 研究限制 130
第四節 未來研究方向 132
參考文獻 133
附錄 141

圖 目 錄
圖1-4-1 研究流程圖 6
圖3-1-1 研究架構 47
圖4-4-1 價格激勵與產出控制的交互作用對關係效率的影響 103
圖4-4-2 信任關係規範與產出控制的交互作用對關係效率的影響 104
圖4-4-3 權力機制與過程控制的交互作用對關係效率的影響 108
圖4-4-4 信任關係規範與過程控制的交互作用對關係效率的影響 108


表 目 錄
表2-1-1 交易特定性程度與交易頻率對交易方式之影響 11
表2-1-2 交易風險與信任程度 14
表2-1-3 交易類型與投資特性 14
表2-1-4 市場統治型態與構面 15
表2-1-5 關係統治機制的歸納 28
表2-2-1 控制指標主要彙整 34
表2-3-1 關係績效實証研究 38
表2-3-2 關係績效衡量指標彙整 39
表3-2-1 研究假設彙整 48
表3-3-1 價格激勵概念性定義與衡量變項評量模式 50
表3-3-2 權力機制概念性定義與衡量變項評量模式 52
表3-3-3 信任關係規範概念性定義與衡量變項評量模式 54
表3-3-4 控制方式概念性定義與衡量變項評量模式 56
表3-3-5 關係績效概念性定義與衡量變項評量模式 57
表3-4-1 廠商家數彙整表 62
表3-4-2 問卷回收彙整表 62
表3-4-3 廠商樣本數分析 63
表3-4-4 問卷樣本數分析 65
表4-1-1 產品性質特性分析 70
表4-1-2 供應商特性分析 71
表4-1-3 經營型態特性分析 72
表4-1-4 經銷產品年特性分析 73
表4-1-5公司成立年特性分析 76
表4-1-6年營業額特性分析 77
表4-1-7經銷額佔總銷售額百分比特性分析 78
表4-1-8 地區特性分析 79
表4-2-1價格激勵量表之信度分析 81
表4-2-2權力機制量表之信度分析 82
表4-2-3信任關係規範量表之信度分析 83
表4-2-3信任關係規範量表之信度分析(續) 84
表4-2-4控制方式量表之信度分析 84
表4-2-5關係績效量表之信度分析 85
表4-2-6價格激勵量表之二階驗証性因素分析 87
表4-2-7權力機制量表之二階驗証性因素分析 89
表4-2-9產出控制量表之驗証性因素分析 92
表4-2-10過程控制量表之驗証性因素分析 92
表4-2-11社會控制量表之驗証性因素分析 93
表4-2-13關係效率量表之驗証性因素分析 94
表4-2-14價格激勵區別效度分析 95
表4-2-15權力機制區別效度分析 95
表4-2-16信任關係規範區別效度分析 96
表4-3-1 變數間之相關係數 99
表4-4-1關係統治與關係滿意迴歸分析-以產出控制為干擾變項 101
表4-4-2關係統治與關係效率迴歸分析-以產出控制為干擾變項 104
表4-4-3關係統治與關係滿意迴歸分析-以過程控制為干擾變項 106
表4-4-4關係統治與關係效率迴歸分析-以過程控制為干擾變項 109
表4-4-5關係統治與關係滿意迴歸分析-以社會化控制為干擾變項 111
表4-4-6關係統治與關係效率迴歸分析-以社會化控制為干擾變項 113
表4-5-1 研究假設驗証結果彙整表 118
表4-5-2 各構念影響效果分析結果摘要表 121
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