臺灣博碩士論文加值系統

　本文主要是以海運供應鏈為基礎下，探討信任、知識分享與行銷能力之間的關係，及知識分享構面在信任與行銷能力中介效果是否顯著。透過對海運供應鏈成員發放問卷，了解其組織內部與上游的海運業者、下游的顧客或同業之間信任、知識分享並共同進行行銷活動的程度及意願。本文之目的在瞭解整個海洋運輸鏈成員透過信任關係的建立，將各個組織擁有的經驗與知識在海洋運輸鏈內進行分享，進一步在整個海運行銷推廣及活動上合作，讓參與其中的運輸鏈成員皆達到雙贏的局面。
　　本研究針對海運供應鏈的成員為對象，發放了427份問卷，有效問卷129份。根據原始資料進行?述統計分析、因素分析、信度分析、單因子變異數分析、相關分析、多元迴歸分析等方法來進行驗證，並其結果用來檢驗本研究所提出之假說是否成立。
　　由研究結果可知，信任、知識分享及行銷能力三者間具有顯著的關係，且知識分享在信任與行銷能力中介效果部份顯著。在信任的基礎下，能夠促進組織內、外部的知識分享；供應鏈成員相互信任，有助於彼此合作共同推動行銷計劃；知識分享亦能幫助組織提升內部的能力，並將它運用在行銷策略上。

This study is to discuss the relationships among trust, knowledge sharing and marketing capability in maritime logistics supply chain, and whether knowledge sharing is the intermediary effect for trust and marketing capability. The partners in supply chain were included supplier, customers and competitors. The purpose of this article try to describe the relationships among partners in maritime supply chain, all of the firms share their knowledge and experience to each other. Further, they will corporate and execute activities and promotion to get win-win deal.
　　
　　My questionnaires mailed to maritime industry. A total of 427 surveys were sent to these industries, from which 152 were returned, and 23 were found to be valid for a usable response rate of 30.21%. The article uses exploratory factor analysis, reliability analysis and one-way ANOVA for collecting data. Using multiple regression and prior research studies , for our hypothesis and dimensions were defined.

　　Based on the collected data and analyzed, we find trust , knowledge sharing and marketing capability is significantly and positively correlated with each other. Trust can promote knowledge sharing inter-organization and intra-organization. If the businesses trust each other in maritime supply chain, it would impel and execute their marketing plans. Knowledge sharing can build up their capability of marketing.

目錄
謝辭.......................................................i
中文摘要...................................................ii
英文摘要..................................................iii
目錄......................................................iv
表目錄....................................................vi
圖目錄..................................................viii

第一章 　緒論............................................1
1.1 研究背景與動機.......................................1
1.2 研究目的............................................2
1.3 研究範圍與限制.......................................3
1.4 研究流程與架構.......................................5
第二章 文獻回顧.........................................7
2.1 供應鏈 ..............................................7
2.1.1 供應鏈與供應鏈管理.................................7
2.1.2 供應鏈整合.......................................11
2.1.3 海運供應鏈.......................................13
2.2 信任................................................14
2.2.1 信任的定義及其涵意................................14
2.2.2 信任的重要性.....................................17
2.2.3 信任在供應鏈的關係................................19
2.3 知識分享.............................................22
2.3.1 知識與知識管理...................................22
2.3.2 知識分享........................................24
2.3.3 網絡與學習.......................................27
2.4 行銷能力.............................................30
2.4.1 行銷與行銷能力的定義及其重要性.....................30
2.4.2 行銷的角色與工具..................................32
第三章 研究方法與設計...................................36
3.1 研究架構.............................................36
3.2 研究假設.............................................37
3.2.1 信任對知識分享意願的影響...........................37
3.2.2 信任對行銷能力的影響..............................38
3.2.3 知識分享對行銷能力的影響...........................39
3.2.4 知識分享在信任、行銷能力中介效果影響................41
3.3 研究變數與操作定義....................................42
3.3.1 信任構面.........................................42
3.3.2 知識分享構面.....................................43
3.3.3 行銷能力構面.....................................45
3.3.4 人口統計變項.....................................46
3.4 問卷設計與資料收集....................................47
3.4.1 問卷設計.........................................47
3.4.2 研究對象.........................................48
3.4.3 抽樣方法.........................................48
3.5 資料分析方法與工具....................................49
第四章 　問卷調查與資料分析...............................51
4.1 樣本基本分析.........................................51
4.1.1人口特徵與各研究變項之關係..........................53
4.2 研究構面因素分析與信度分析.............................57
4.2.1 因素分析.........................................58
4.2.2 信度分析.........................................65
4.3 研究假設驗證與討論....................................69
4.3.1 相關分析.........................................69
4.3.2 主構面研究假設驗證................................72
4.3.3 次主構面研究假設驗證..............................74
4.3.4 次構面與主構面研究假說之驗證...........................80
4.3.5 中介效果研究假設驗證..............................83
第五章 　結論與建議......................................89
5.1 結論..................................................90
5.2 建議..................................................93
5.3 管理意涵...............................................95
參考文獻...................................................97
附錄一 海洋運輸鏈信任、知識分享、行銷關係之研究問卷調查 ......105
附錄二 機關別/公司別與各構面間之?述統計與單因子變異數分析.....110
錄附三　企業員工人數與各構面間之?述統計與單因子變異數分析......112
錄附四　企業成立與各構面間之?述統計與單因子變異數分析.........114

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