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研究生:黃識銘
研究生(外文):Shyh-Ming Huang
論文名稱:關係黑暗因子對關係績效的影響-社會交換理論觀點
論文名稱(外文):The Impact of Dark Side of Relationship Factors on Relationship Performance — The Social Exchange Theory Perspective
指導教授:方世榮方世榮引用關係
指導教授(外文):Shyh-Rong Fang
學位類別:博士
校院名稱:國立中興大學
系所名稱:企業管理學系所
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:2008
畢業學年度:96
語文別:中文
論文頁數:170
中文關鍵詞:關係黑暗因子關係績效關係黑暗面
外文關鍵詞:the dark side relationship factorsrelationship performancethe dark side of relationship
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揆諸以往關係行銷之相關研究,過度強調關係光明面的好處,卻鮮少探討某些隱藏黑暗因素會對緊密關係產生不利的關係黑暗面。造成此種關係黑暗面的因素,本文綜整相關文獻,提出認知面(期望提高、失去客觀性)、關係成本面(投機主義、關係負擔)及張力對抗面(合作與競爭、長期與短期、彈性與僵化)等關係黑暗因子,並探討這些關係黑暗因子對關係績效的影響。此外,本文依據社會交換理論,提出共同價值、相互依賴、信任及承諾等構念,探討其對關係黑暗因子與關係績效的干擾作用。
本文採便利抽樣法,實際有效問卷為412份,有效回收率為92.37%。無反應偏差及同源偏差的情況在回收樣本之檢定並未發現。此外,本文之各構念具有高信度、收斂效度與區別效度。實證以LISREL進行假設驗證,結果發現關係黑暗因子認知面中的「期望提高」對關係績效之非財務績效及財務績效皆有顯著負向影響,關係黑暗因子張力對抗面中的「行為張力」對非財務績效有顯著負向影響,其他的黑暗因子對財務績效及非財務績效皆不顯著。在干擾的驗證方面,本文發現共同價值、相互依賴、信任與承諾皆扮演重要的干擾角色,且共同價值與相互依賴的抑制能力比信任與承諾佳;然而,有些干擾因素也會助長關係黑暗因子對關係績效的負向影響。最後,本研究根據研究結果提出管理意涵及未來研究方向。
The previous research of relationship marketing enthusiasm on the light side of relationship, but there are few research that discuss the dark side of factors that are negative impact on closed relationship. There are many factors that cause the dark side of relationship, which are cognitive dimension (rising expectation, loss of objectivity), relation cost dimension (opportunism, relationship burden) and internal tension dimension (cooperation versus competition, rigidity versus flexibility). Furthermore, this research use social exchange theory to suggest some constructs with are share value, interdependency, trust and commitment. These elements have a moderating effect on the dark side of relationship factors and relationship performance.
This study use convenient sampling, valid sample are 412, valid response rate is 92.37%. The 412 usable responses were tested for non-response bias and common-method bias; they seem to indicate that these biases were not a serious threat. All the constructs have high reliability, convergent validity, discriminant validity. The research was tested by LISREL. The empirical results reveal that rising expectation of cognitive have negatively effects on financial and non-financial performance, behavior tension has negatively effects on non-financial performance. But the other dark side relationship factors have no effects on relationship performance. This research found that share value, interdependency, trust and commitment construct play a moderating role on the dark side relationship factors and relationship performance. Furthermore, share value and interdependency construct has suppressor abilities more than trust and commitment construct. But, some moderating factors also encourage the dark side of relationship factors have negative effect on relationship performance. Finally, these results suggest theoretical implications and the direction of future researches.
摘要……..……………………….…………….…….…………….…..……i
Abstract....……..………………………….....….………....………….........ii
目次.….………………………………………….………………...………iii
表目次.………………………….….………..….……………………....…iv
圖目次...……………………....……………..…….………………………vi
第壹章 緒論……………………………………….………………………1
第一節 研究動機……………………………….…………………… 1
第二節 研究問題與研究目的…………………….………………… 7
第三節 論文結構..…………….……………………………………...9
第貳章 文獻探討……………………..………………………………… 10
第一節 夥伴關係……………………………………………………10
第二節 社會交換理論………………………………………………11
第三節 關係黑暗因子與關係黑暗面………………………………27
第四節 關係績效……………………………………………………39
第五節 文獻評述……………………………………………………42
第參章 研究方法……………………………………...…………………45
第一節 研究架構……………………………………………………45
第二節 假設推論……………………………………………………46
第三節 研究設計……………………………………………………69
第四節 研究對象與問卷確認………………………………………78
第五節 資料分析方法………………………………………………79
第肆章 資料分析………………………………………...………………82
第一節 樣本回收與樣本特性………………………………………82
第二節 抽樣誤差檢定………………………………………………88
第三節 探索性因素分析……………………………………………91
第四節 信度與效度…………………………………………………95
第五節 研究假設驗證………………………………………………96
第伍章 結論與建議……………………….……………………...….…111
第一節 研究結論與討論………………………………………..…111
第二節 管理意涵……..……………………………………………121
第三節 研究限制與未來研究方向……………………………..…125
參考文獻……………………………………………….………...…128
附錄一 前測問卷………………….……………….………….…...156
附錄二 正式問卷…………………………………….………….…160
附錄三 干擾變數的平均數與標準差…………………….…….…164
附錄四 自變數(關係因子認知面)的平均數與標準差…...………164
附錄五 自變數(關係因子成本面)的平均數與標準差……..….…165
附錄六 自變數(關係因子張力面)的平均數與標準差......…….…165
附錄七 應變數的平均數與標準差……………………….……….166
附錄八 研究模式採用變數之相關係數表......................................167
附錄九 干擾因素的臨界效果檢定……..........................................170
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