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研究生:林子鈞
研究生(外文):LIN, Zih-Jyun
論文名稱:通路協調控制機制對通路依存度與通路滿意度的關聯性探討
論文名稱(外文):The relationships among the channel control mechanism, channel interdependence, and the channel satisfaction.
指導教授:張道釗張道釗引用關係
指導教授(外文):JHANG, Dao-Jhao
學位類別:碩士
校院名稱:東海大學
系所名稱:企業管理學系碩士班
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:77
中文關鍵詞:通路依存度威權控制機制契約控制機制通路滿意度
外文關鍵詞:channel interdependencebureaucratic control mechanismcontractual control mechanismchannel satisfaction
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通路已經是影響企業財務績效的主因之一,好的通路協調控制機制能讓彼此獲利並且持續合作,不適當的協調控制機制則會導致雙方虧損,以及修正控制方式的各類成本,更重要的是抹去了往後合作的機會與利益。通路夥伴對彼此的依存度會影響到談判力的大小,進而影響到適合的通路協調控制機制,而且依存度的高低也可能因為彼此在資源與力量上的差距而對彼此的滿意度有所影響,另外通路的協調控制機制也會對滿意度產生影響,例如以規則和程序、參與與共同制定決策為主和以明確或規範式契約為主來控制通路的方式,皆能夠使得通路運作順暢,使得通路滿意度增加。基於此,本研究推論,總通路依存度與威權控制機制和契約控制機制之間皆有正向關係、威權控制下的制式化、參與度、分權化與契約控制下的明確式契約、規範適契約皆對通路滿意度有正面關係。故本研究係針對通路協調控制機制、通路滿意度與通路依存度三者的關連性進行研究。

問卷設計參考國外知名期刊論文之量表發展而成,原始問項共48題(包含公司基本資料5題),以電腦商品零售商為實證對象,以便利抽樣的方式發放問卷共130。最後共回收111份,有效回應率為85.3%。問卷分析參考Churchill (1979)以分項對總項相關係數分析與因素分析進行資料純化,但處理總通路依存度時必須把題項兩兩配對,故轉變成39題,又「供應商依存度」問項中,有一題無法配對,故捨去,最後變成38題,經過問卷分析後刪除了3題問項,共剩35題。在信效度分析方面,各構面Cronbach’s α值皆大於0.6,顯示具有信度;又因為本研究的問卷皆採自過去學者的研究再經適度修改而得,故具有內容效度;另外各構面之Cronbach’s α平方根值大於或等於0.8,顯示具有準則效度,然後在收斂效度方面,只有社會性滿意度之AVE值略低於0.5,其他構面皆符合標準,理應具有收斂效度,在區別效度方面,各構面之AVE值皆大於各構面之水平欄或垂直欄的相關係數平方值,故具有區別效度。最後經過路徑分析後,本研究之主要發現為:

1. 總通路依存度與威權控制機制之間存在顯著正向關係
2. 總通路依存度與契約控制機制之間存在顯著正向關係
3. 通路制式化與通路滿意度之間存在顯著正向關係
4. 通路參與度與通路滿意度之間存在顯著正向關係
5. 明確式契約與通路滿意度之間存在顯著正向關係
Abstract
The channel has become an important factor of economic performance of an enterprise. A good channel control mechanism let each partner earn money and create collaboration chance in the future. Contrarily, a poor channel control mechanism may crumble those chances and make a lot of cost. The purpose of this paper is to find out the relationship of three aspects – channel dependence, control mechanism of channel, and satisfy of channel.
The items are all retrieved form foreign noted journals, and the questionnaire has 48 items. The sample targets are computer merchandise distributors. We use convenience sampling and send 130 copies of questionnaire and retrieved effective 111 copies finally, the retrieve rate is 85.3%. In the process of purification of items, we delete three items, and in the process of reliability and validity analysis, all aspects cohere with competent standards, except the AVE of the aspect “Social satisfy” is 0.47 less than competent standard (0.5) slightly. Finally we use the path analysis to test each hypothesis, and we find some relationships:

1. Channel total interdependence has a positive significant impact on bureaucratic control mechanism.
2. Channel total interdependence has a positive significant impact on contractual control mechanism.
3. Channel formalized has a positive significant impact on channel satisfy.
4. Channel participation has a positive significant impact on channel satisfy.
5. Explicit contract has a positive significant impact on channel satisfy.
謝辭................................................................I
中文摘要...........................................................II
英文摘要..........................................................III
目錄...............................................................IV

第一章 緒論........................................................1
第一節 研究背景與動機.........................................1
第二節 研究目的與問題.........................................3
第三節 研究流程...............................................4
第四節 論文架構...............................................6
第五節 專有名詞解釋...........................................7
第二章 文獻探討....................................................9
第一節 通路相互依存度.........................................9
第二節 通路協調控制機制......................................16
第三節 通路滿意度............................................21
第四節 各構念之間的關聯性探討與假設推導......................25
第三章 研究方法與設計.............................................28
第一節 研究架構..............................................28
第二節 變數的操作性定義與衡量................................29
第三節 研究樣本..............................................32
第四節 資料的分析方法........................................36
第四章 研究分析與結果.............................................39
第一節 資料純化分析..........................................39
第二節 信度與效度分析........................................43
第三節 變數相關分析..........................................48
第四節 整體模型之建立、檢驗與推論............................50
第五章 結論與建議.................................................58
第一節 研究結論..............................................58
第二節 研究意涵..............................................61
第三節 研究限制..............................................62
第四節 未來研究方向..........................................63

附錄:參考文獻.....................................................64
附錄:研究問卷.....................................................68
附錄:分項-總項相關係數與因素分析整理表............................74



圖目錄
圖1-3-1 研究流程..................................................5
圖3-1-1 研究架構圖...............................................28
圖3-5-1 資料分析流程.............................................37
圖4-4-1 本研究之假設檢驗路徑圖...................................51
圖4-4-2 各構念之路徑分析結果圖...................................56

表目錄
表2-1-1 通路相互依存度之定義匯整................................10
表2-1-2 相互依存度之相關衡量構面................................11
表2-1-3 通路依存不對稱性對通路關係的影響........................13
表2-1-4 相互依存度之衡量方法整理................................15
表2-2-1 三種協調機制型態的定義與相關概念說明....................16
表2-2-2 過去的文獻對於制式化、參與與集權化之定義與相關說明......17
表2-2-3 明確式契約與規範式契約的作用............................19
表3-2-1 學者對通路滿意度之衡量方式的看法........................22
表3-3-1 各構念與相關構面整理....................................31
表3-4-1 問卷回收結果彙表........................................33
表3-4-2 廠商通路性質分析........................................33
表3-4-3 廠商成立時間整理........... ............................34
表3-4-4 廠商資本額與年營業額分析表..............................34
表3-4-5 主要供應商產品佔公司銷售額之百分比......................35
表4-1-1 通路商依存度與供應商依存度之問項配對....................40
表4-1-2 每階段之問項數目變動表..................................42
表4-2-1 問卷信度分析............................................43
表4-2-2 通路依存度之一階驗證性因素分析..........................45
表4-2-3 威權控制機制之ㄧ階驗證性因素分析........................45
表4-2-4 契約控制機制一階驗證性因素分析..........................46
表4-2-5 通路滿意度一階驗證性因素分析............................46
表4-2-6 區別效度分析表..........................................47
表4-3-1 各衡量變數的敘述統計及相關矩陣..........................49
表4-4-1 路徑函數與路徑係數......................................50
表4-4-2 路徑分析結果............................................52
表4-4-3 研究假設檢定總表........................................55
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