臺灣博碩士論文加值系統

隨著台灣經濟起飛，台灣廣告業開始有蓬勃發展，且廣告業已被認為促進經濟成長的因素之一，對於台灣經濟走向工業化發展，為不可缺少之重要一環。一般研究將
廣告主與廣告商之間的關係視為代理問題，而忽略廣告主與廣告商之間的關係，是須要經過時間累積、經驗磨合所逐漸學習、建立夥伴關係與信任。近年來，關係行銷的研究已經不侷限於探討廠商與顧客和供應商之間的關係，本研究組織間學習之觀點出發，來衡量廣告主與廣告商之間的關係績效。
本研究以組織間學習、知識管理等相關理論為基礎，將環境不確定、合作關係、共同價值、依賴、信任等五個變數當作組織間學習之前置因素，以探討其對組織間學習之影響，並加上學習記憶之變數對組織間學習的相互關係，來驗證上述因素對關係績效之影響。本研究之研究對象為廣告主與廣告商之關係，針對回收問卷進行下列分析(1)樣本資本資料分析(2) Cronbach α進行信度分析(3)複迴歸分析，進行研究模式之假說檢定。實證資料分析的驗證，研究發現環境不確定、共同價值、學習記憶會影響組織間學習，組織間學習也會影響關係績效。但合作關係、依賴、信任對於影響組織間學習僅部分顯著。本研究建議產業界應在進行合作時，應重視建立彼此雙方的共同價值、學習記憶及關係的建立等之影響；而後續研究者可探討不同理論基礎、不同產業之組織間學習對關係績效等之影響。

The Influence of Inter-Organizational Learning on Relationship Performance: An Empirical Study of the Relationship between Advertiser and Advertising Agency


Chen, Xou-Xuan

Abstract

With Taiwan's economic take-off, Taiwan's advertising industry began to flourish, and the ad has been seen as the promotion of one of the factors of economic growth for Taiwan's economy toward industrialization, in order to not be the lack of an important link. General study will advertiser and advertising agency as the relationship between the agency problem, and ignore the advertisers and the relationship between advertisers, we have accumulated over time, gradually learning by experience in running, partnership and trust. In recent years, the relationship marketing research has explored not limited to manufacturers with customers and suppliers, the relationship between the study and the study of inter-organizational point of view, to measure the advertisers and the relationship between advertising performances.
The research object advertiser and advertising agency ,and questionnaire for the following analysis by (1) the descriptive statistics of the samples analyzed (2) Cronbach α to examine reliability analysis of constructs (3) multiple regression analysis, that are exam the hypothesis model. By the empirical test data analysis, the study found that environmental uncertainty, shared values, learning memory will affect the inter-organizational learning, and inter-organizational relations will also affect the performance of learning. However, cooperative relationship, and trust that affect only part of inter-organizational learning. This study suggests the industry should attention on the influence of establishment of shared value, learning memory and the relationship between each other. And the future researchers can discuss the different theories and different industries for inter-organizational learning to impact relationship performance.

目錄
中文摘要 .................................................i
Abstrat .................................................ii
目錄 .....................................................v
圖目 ....................................................vi
表目 ...................................................vii
第壹章 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 研究範圍與限制.......................................3
第四節 研究流程............................................4
第貳章 文獻探討............................................5
第一節 廣告主與廣告代理商關係之研究...........................5
第二節 前置因素之研究.......................................8
第三節 組織間學習..........................................16
第四節 學習記憶...........................................19
第五節 關係績效...........................................21
第參章 研究方法...........................................23
第一節 研究架構...........................................23
第二節 研究假設...........................................24
第三節 操作性定義與問卷設計.................................26
第四節 研究樣本與資料蒐集方法...............................30
第肆章 資料分析...........................................33
第一節 樣本資料結構........................................33
第二節 問卷分析...........................................37
第伍章 結論與建議..........................................52
第一節 結論...............................................52
第二節 建議...............................................56
參考文獻 .................................................59
附件一、本研究郵寄問卷.....................................65
圖目
圖1-1 研究流程.............................................4
圖2-1 廣告作業流程圖........................................5
圖2-2 資源能力與依賴關係...................................12
圖3-1 研究架構............................................23
圖3-2 資料分析步驟........................................32
表目
表2-1 廣告主與廣告代理商關係.................................7
表2-2 環境不確定性之定義....................................8
表2-3 合作關係之定義.......................................10
表2-4 共同價值之定義.......................................11
表2-5 依賴的定義..........................................13
表2-6 信任的定義..........................................15
表2-7 組織間學習的定義.....................................18
表2-8 學習記憶的定義.......................................20
表2-9 關係績效的定義.......................................22
表3- 1 操作性定義.........................................32
表3- 1 操作性定義(續).....................................33
表3- 1 操作性定義(續).....................................34
表4- 1 合作時間...........................................40
表4- 2 廣告公司規模排名....................................40
表4- 3 營運規模排名.......................................41
表4- 4 廣告預算...........................................41
表4- 5 職稱..............................................42
表4- 6 廣告商服務的項目....................................42
表4- 7 組織間學習之因素分析................................44
表4- 8 學習記憶之因素分析..................................45
表4- 9 關係績效之因素分析..................................46
表4- 10 環境不確定之因素分析...............................46
表4- 11 合作關係之因素分析.................................47
表4- 12 共同價值之因素分析.................................47
表4- 13 依賴之因素分析....................................48
表4- 14 信任之因素分析.....................................48
表4- 15 前置因素與資訊分享之迴歸分析........................49
表4- 16 前置因素與資訊分享之變異數分析表.....................49
表4- 17 前置因素與資訊傳播之迴歸分析........................50
表4- 18 前置因素與資訊分享之變異數分析表....................50
表4- 19 前置因素與資訊掌握之迴歸分析........................51
表4- 20 前置因素與資訊掌握之變異數分析表....................51
表4- 21 學習記憶與資訊分享之迴歸分析........................52
表4- 22 前置因素與資訊分享之變異數分析表.....................52
表4- 23 學習記憶與資訊傳播之迴歸分析........................53
表4- 24 學習記憶與資訊傳播之變異數分析.......................53
表4- 25 學習記憶與資訊掌握之迴歸分析........................54
表4- 26 學習記憶與資訊掌握之變異數分析.......................54
表4- 27 資訊分享與關係績效之迴歸分析.......................55
表4- 28 資訊分享與關係績效之變異數分析......................55
表4- 29 資訊傳播與關係績效之迴歸分析......................56
表4- 30 資訊傳播與關係績效之變異數分析.......................56

中文部份
方世榮、謝宜君、鄧志勇(民97)。關係學習、關係記憶與關係績效之研究。管理學報，25(3)， 269-289。
王靖婷(民國91)。政治廣告主與廣告代理商之關係品質及其影響因素之探討。
輔仁大學大眾傳播學系碩士班碩士論文，未出版。
台灣服務業聯盟協會(民國95) 。95 度服務業經營活動報告，197-210。
江志明(民84) 。廣告主對廣告代理商所重視因素之研究。國立交通大學管理科學研究所碩士論文，未出版，新竹市。
李師雨(民89) 。跨組織合作類型、夥伴認知、資源滲透度及績效關係之研究-以我國自行車產業為例。靜宜大學企業管理研究所，未出版。台中市。
林正士(民91) 。廣告管理決策前因之研究:整合代理理論與交易成本觀點，管理學報，19(5)，972-948。
林俊格(民92) 。網路策略、跨組織學習與價值創造之關連性─自行車領導廠商為例。雲林科技大學企業管理系碩士班碩士論文，未出版，雲林縣。
況開元(民96)。製造商對供應商信任與承諾之前因與結果變數之研究-以台灣資訊科技業為例，國立東華大學高階經營管理碩士在職專班，未出版，花蓮縣。
洪廣朋、李文瑞、翁宗志(民91) 。「廠商間長期合作關係模式之研究台灣資訊電子代工廠商之實證」。管理學報，19(5)，781-810。
洪賢智(民90) 。廣告原理與實務。五南圖書社出版。
侯東成(民90) 。廣告業的自我組織邏輯：代理制度建立與產業生態形成。在文化產業：文化生產的結構分析，47-88，台北市：遠流。
許彥輝(民85) 。廣告主與廣告公司認知差距與其影響廣告主關係品質之研究。銘傳大學傳播管理研究所碩士論文，未出刊，台北市。
黃識銘，方世榮(民92)。行銷通路成員之夥伴關係長期導向與組織間績效之研究。管理評論，22，2。
動腦新聞(民97) 。2007 台灣地區十大廣告代理商，384，94-100。
楊博叡、曾欽正、陳豐作、張美燕(民96) 。資訊文化對組織學習、知識管理與知識管理績效之影響，2007 中華民國科技管理學會年會暨論文研討會。
鄭景華、湯宗益(民93)。知識整合能力模式之研究，Journal of Information, Technology and Society ，1，19-45。
謝宜君，方世榮，彭彥群(民97)，關係學習、關係記憶及組織學習能力之研究。管理與系統，15(2)，287-321。

英文部分
Aulakh, P. S., Kotabe, M. and Sahay, A., (1996). Trust and Performance in Crossborder Marketing Partnerships: a Behavioral Approach. Journal of International Business Studies, 27, 1005-1032.
Argyris, C., & Schon, D. (1978). Organizational learning: a theory of action perspective, Reading, Mass: Addison Wesley.
Beard, F. (1996). Integrated Marketing Communications: new role expectations and performance issues in the client-ad agency relationship. Journal of Business Research, 37, 207-215.
Bensaou, M.and Venkatraman N. (1995). Configurations of interorganizational relationships: a comparison between U.S. and Japanese automakers,
Management Science, 41, 147-192.
Bleeke, J. and Ernst, D.(1991). The Way to win in Cross-Border Alliances. Harvard Business Review, Nov.-Dec., 127-35.
Bucklin, Louis P. and Sanjit Sengupta (1993). Organizing successful co-marketing, alliances, Journal of Marketing, 57(April),32-46.
Cannon, Joseph P. and William D. Perrealt Jr. (1999). Customer-Supplier Relationships in Business Markets. Journal of Marketing Research, 16
(February), 64-73.
Crosby, Lawrence A. and Stephens. N. (1987). Effects of relationship marketing on satisfaction, retention, and prices in the life insurance industry. Journal of Marketing Research, 24(4), 404-411.
Day, G. S. (1994). The Capabilities of market-driven organizations. Journal of Marketing, Vol. 58 (October), 37-52.
Ganesan, S. (1994) Determinants of long-term orientation in buyer-seller relationships. Journal of Marketing, 58, 1-19.
Grant, R. M. (1996b). Toward a knowledge-based theory on the firm. Strategic Management Journal, Vol. 17, 109-122.
Hagen, J. M. and Choe, S. (1998). Trust in Japanese interfirm relations: institutional sanctions matter. Academy of Management Review, 23(3), 589-600
Hosmer. (1995). Trust: the connection link between organization theory and philosophical ethics. Academy of Management Review, 20, 379-403.
Huber, G. P. (1991). Organizational learning: the contributing processes and the literatures. Organization Sciences, 2 (February), 88-115.
Jap, S. D. (1999). Pei-expansion effort: collabpration processes in buyer-supplier relationships. Journal of Marketing Research, 36(4), 461-475.
John, G. and Torger R. (1982). The reliability and validity of key informant data from
dyadic relationships in marketing channels. Journal of Marketing Research, 19 (November), 517-524.
Johnson, J. L. and Sohi, R. S. (2003). The development of interfirm partnering competence：platforms for learning, learning activities, and consequences of learning. Journal of Business Research, 56(9), 757-766.
Johnson, J. L., Sohi, R. S. and Grweal, R. (2004). The role of partnering. Journal of Marketing, 68(3), 21-36.
Kanter(1994). Global strategy—insight from the world’s leading thinkers︰afterword by kanter. Harvard Business School Press. 229-230﹒
Lane, P. J.and Lubatkin, M. (1998). Relative absorptive capacity and interorganizational learning. Strategic Management Journal, 19(5), 461-467.
Lee, J. N. (2001). The impact of knowledge sharing, organizational capability and partnership quality on IS outsourcing success. Information and Management, 38(5), 323-335.
Li. S. and Lin. B. (2006). Accessing information sharing and information quality in supply chain management, Decision Support Systems, 1641-1656.
Lin, C. T., and Hsu, P. F. (2001). Selection of advertising agencies using gray relational analysis and analytic hierarchy process. Journal of International Marketing and Marketing Research , 26(3), 115-128.
Lukas, B. A., Hult, G. T., and Ferrell, O. C. (1996). A theoretical perspective of the antecedents and consequences of organizational learning in marketing channels, Journal of Business Research, 36(3), 233-244.
Mayer, R. C., Davis, J. H., and Schoorman, F. D. (1995). An integrative model of organizational trust. Academy of Management Review (20), 709-720
McAllister, D. J. （ 1995 ）. Affect and cognition-based trust as foundations for interpersonal cooperation in organizations. Academy of Management Journal, 38, 24-59.
Miracle, G. E. (1977). An historical analysis to explain the evolution of advertising agency services. Journal of Advertising, 6:3, 24-28.
Moorman, C. and Miner, A. S. (1997) . The impact of organizational memory on new product performance and creativity. Journal of Marketing Research, 34(February), 91–106.
Morgan, R. M. and Hunt, S. D. (1994) . The Commitment-trust theory of relationship marketing. Journal of Marketing, 58( July) 20-38.
Nermin, Eyuboglu and Andreas, Buja (2007). Quasi-darwinian selection in marketing relationships. Journal of Marketing , 10( 71), 48-62.
Ruekert, R. W. , and O.C. Walker Jr. (1987). Marketing’s interaction with other functional units: a conceptual framework and empirical evidence, Journal of Marketing, 51(1), 1-19.
Sinkula, J. M., William E. Baker, and Thomas Noordewier (1997). A framework for market-based organizational learning: linking values, knowledge, and behavior. Journal of the academy of marketing science, 25(4), 305-318.
Selness, F. and Sallis, J. (2003). Promoting relationship learning. Journal of Marketing, 67(4) 80-95.
Spake, Deborah F., Giles D’Souza, Tammy Neal Crutchfield, and Morgan, R. M. (1999). Advertising Agency Compensation: An Agency Theory Explanation, Journal of Advertising, 28(3), 53-72.
Stewart, D. W. (1996). Market-back approach to the design for integrated communications programs: a paradigm and a focus on determinats of success, Journal of Business Research, 37, 147-153.
Walsh, J. P and Ungson, G. R. (1991). Organzational memory, Academy of Management Review, 16(1), 57-91.