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研究生:吳光第
研究生(外文):Wu Kuang-ti
論文名稱:製造商倫理銷售行為對供應商關係品質影響之研究-以廢汽機車回收處理業者為例
論文名稱(外文):The Study of the Relationship Between Ethical Selling Behaviors and Relation Quality-An Example of the Manufacturer-Supply Brokers.
指導教授:陳恒毅陳恒毅引用關係
指導教授(外文):Chen Heng-Yi
學位類別:碩士
校院名稱:高苑科技大學
系所名稱:經營管理研究所
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:2009
畢業學年度:97
語文別:中文
論文頁數:73
中文關鍵詞:倫理銷售行為線性結構關係模式關係品質
外文關鍵詞:quality of the relationshipLinear Structural Relation ModelLISRELethical selling behaviors
相關次數:
  • 被引用被引用:8
  • 點閱點閱:671
  • 評分評分:
  • 下載下載:344
  • 收藏至我的研究室書目清單書目收藏:4
供應鏈管理可視為一個以協力合作為基礎的策略,藉由連結橫跨不同企業間的運作流程來實現彼此共同的策略願景。本研究目的在探討上游製造商銷售行為之銷售誠信、管理者倫理規範、倫理評價,對下游供應商的關係品質的信任、滿意、承諾之間的維持。
以配對樣本問卷,徵詢75家製造商業主同意,在五種不同產品線內,區分上、下游配對合作廠商,發放375份配對問卷,回收有效問卷311份,來自台灣地區廢棄車輛回收處理業之上、下游廠負責人、業務主管填答。
研究方法採線性結構關係模式來分析,分別以製造商對供應商之倫理銷售行為、供應商對製造商關係品質為維繫等二大題項,探討倫理銷售行為對關係品質之影響。研究結果顯示,整體理論模式配適度符合適合度之檢定水準,本研究理論模型獲得支持。關係倫理行為與關係品質在製造商與供應商之交易、關係品質的維繫分別具正向影響。
最後,本研究根據研究發現,分別提出管理意涵及實務上之建議,供製造商與供應商合作時參考之用。
Supply chain management can be considered as a strategy of collaborative basis, by linking different processes among enterprises to achieve their common vision of the strategy. The purpose of the study is to discuss the quality of the relations between the selling behaviors of the upper reaches of the manufactures and dyadic suppliers such as sales integrity, management ethical commitments and ethical evaluation.
After consulting the vehicle recycling industry in Taiwan and with the consent of the owners of 75 respondents, we issued 375 questionnaires to their upper and downstream collaborative companies within five different product lines. Therefore the 311 valid questionnaires were both from the upper and downstream plant of product line of the enterprises. Taking the manufacturer-supply chain brokers as an example, this study uses structural equation modeling to analyze and discuss the influence of ethical selling behavior on quality of the relationship.
The whole theory model fits in with the test standard and the result reveals that this theoretical model is supported. The relationship of the quality of ethical behavior and the relationships between manufacturers and suppliers respectively have positive influence on business transactions, interaction and relationship maintaining.
Finally, based on the results, the research provides further management implications and practical suggestions to manufacturers and suppliers respectively.
目 錄
中英文摘要 ........................................................I
誌謝 .............................................................III
目錄 .............................................................IV
圖目錄............................................................VI
表目錄............................................................VII

第一章 緒 論......................................................1
第一節 研究背景、動機、目的 .........................................1
第二節 章節結構....................................................3
第三節 研究範圍....................................................4
第四節 研究流程....................................................5
第二章 文獻探討....................................................6
第一節 企業與供應商之間關係..........................................6
壹、廠商作持續性....................................................6
貳、廠商共生相依與競爭性.............................................7
第二節 企業倫理與銷售行為............................................8
壹、企業倫理意涵.....................................................8
貳、企業倫理銷售行為之構面 ..........................................10
第三節 關係品質 ...................................................13
壹、關係品質的定義..................................................13
貳、關係品質構面....................................................14
第三章 研究方法....................................................19
第一節 研究架構....................................................19
第二節 研究假設建立.................................................20
壹、倫理銷售行為....................................................20
貳、影響關係品質之變數 ..............................................23
叁、影響銷售行為與關係品質之中介變數 ................................25
第三節 研究變數之操作性定義與衡量 ...................................28
第四節 研究設計 ...................................................29
壹、問卷設計........................................................30
貳、抽樣設計........................................................33
參、問卷發放........................................................34
肆、資料分析........................................................35
第四章 統計分析結果(實證分析)........................................38
第一節 描述性統計分析...............................................38
第二節 驗證性因素分析...............................................38
第三節 共線性問題診斷...............................................40
第四節 信度、效度分析...............................................41
壹、內容效度........................................................41
貳、收斂效度........................................................41
叁、區別效度........................................................42
第五節 研究假設與檢定...............................................43
壹、直接效果方面(H1~H7).............................................45
貳、間接效果方面(H8~H11)............................................46
第五章 結論與建議...................................................49
第一節 結論 .......................................................49
壹、研究限制.......................................................45
貳、理論意涵及討論..................................................50
第二節 建議........................................................52
壹、實務上管理建議..................................................52
貳、後續研究建議....................................................53

參考文獻 .........................................................55
附錄一:問卷A......................................................69
附錄二:問卷B......................................................72

圖目錄
圖 1-1 供應鏈網絡關係連結圖 ………………………………………………………………4
圖1-2 研究流程 ………………………………………………………………………………5
圖1-2 研究流程 ………………………………………………………………………………5
圖2-1 四種類型的合夥關係與十種類型的關係行銷 ………………………………………17
圖3-1 本研究觀念性架構圖 …………………………………………………………………19
圖3-2 對偶問卷發放製造、供應商之示意圖 ………………………………………………34
圖4-1 本研究LISREL模式路徑圖檢驗結果 ………………………………………………44


表目錄
表2-1 企業對供應商之供應鏈(夥伴)與傳統買賣關係的策略差異 ………………………8
表2-2 企業倫理的議題 ………………………………………………………………………9
表2-3 關係品質的定義 ………………………………………………………………………13
表2-4 關係品質的組成構面 …………………………………………………………………14
表2-5 滿意的定義 ……………………………………………………………………………15
表2-6 信任的定義 ……………………………………………………………………………16
表2-7 承諾的定義 ……………………………………………………………………………16
表3-1 企業倫理規範之操作性定義與衡量 …………………………………………………29
表3-2 關係品質之操作性定義與衡量 ………………………………………………………29
表3-3 本研究問卷 ……………………………………………………………………………30
表3-4 倫理銷售行為之衡量問項 …………………………………………………………31
表3-5 關係品質之衡量問項 ………………………………………………………………32
表3-4 問卷發放回收表 ……………………………………………………………………35
表4-1 所有觀察變項之描述統計、偏態與峰度 …………………………………………38
表4-2 問卷各構面衡量問項測量模式檢核值彙整表 ………………………………………39
表4-3 變數間之Pearson 相關係數…………………………………………………………41
表4-4 各變項配適度之考驗指標 ……………………………………………………………42
表4-5 倫理銷售行為區別效度 ………………………………………………………………43
表4-6 關係品質區別效度 …………………………………………………………………43
表4-7 假設路徑之關係與檢定結果 ………………………………………………………44
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