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研究生:林芝亞
研究生(外文):Chiha-ya Lin
論文名稱:應用公平理論探討網路商家與網路平台合作關係之研究
論文名稱(外文):Based on equity theory to investigate the relationship between online store and online platform company
指導教授:許英傑許英傑引用關係
指導教授(外文):Yin-Chiech Hsu
學位類別:碩士
校院名稱:國立高雄第一科技大學
系所名稱:行銷與流通管理所
學門:商業及管理學門
學類:行銷與流通學類
論文種類:學術論文
論文出版年:2010
畢業學年度:98
語文別:中文
論文頁數:89
中文關鍵詞:公平理論信任情感承諾參與度忠誠度共同生產
外文關鍵詞:ParticipationAffective commitmentTrustEquity theoryLoyaltyCo-production
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  • 被引用被引用:1
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網際網路蓬勃發展運用範圍廣泛,更延伸出新興交易模式-網路購物,此交易模式儼然成為新的服務領域。網路購物快速發展之際,網路平台與網路商家如雨後春筍般冒出,網路商家在眾多網路平台如何選擇符合自己的合作夥伴是一大課題,因網路平台與網路商家關係猶如魚幫水水幫魚密切且重要。因此,本研究希望應用公平理論建立基礎,藉由信任及情感承諾了解對於關係產出之影響。
本研究以國內買家使用率前三大的網路購物平台簽約式商家為探討對象,以問卷方式進行調查,問卷預試部份,有效問卷為30份;實測部份,共發出741份問卷,回收184份,有效問卷為160份,回收率21.59%。並透過Smart PLS2.0統計軟體進行結構模式分析,研究結果顯示:
(1) 網路商家公平認知程度正向顯著影響網路商家對於網路平台的信任與情感承諾,故了解當網路商家對於網路平台的認知程度越高時,網路商家對於網路平台越具有正面期望與認同感。
(2) 當網路商家提升對於網路平台的信任與情感承諾時,有效影響網路商家對於網路平台的關係產出(忠誠度、參與度、共同生產)。故本研究發現,當網路商家對於網路平台具有正面期望及認同時,對於網路平台所提出的活動參與程度愈高,並且願意進行知識分享。
本研究貢獻,過去公平理論探討著重於組織內工作績效、工作滿足、留任意願。然而,時代改變組織合作方式與以往買賣關係延伸為合作夥伴關係。種種跡象顯示合作夥伴關係模式是未來發展趨勢,透過本研究瞭解未來維持穩定合作夥伴關係的重要因素。本研究除對理論發展具有貢獻外,可供網路平台作為策略擬定參考,讓網路購物市場能繼續擴展,俾使國內的網路購物市場發展更加蓬勃。
The rapid development of Internet, Science and technological progress expands the Internet use and develops of a new trading model, Online Shopping. Online shopping is a new approach to service and the increase of online platform makes it more competitive. It is very important for online retailers to choose the right network platform. Online platform lets online business partnerships more close. Therefore this study establishes a basis of equity theory with trust and affective commitment for the relationship output (loyalty, participation and co-production) effects. This study investigates the top three online shopping stores in Taiwan with questionnaire survey. There are 30 valid questionnaires of the Pre-test questionnaires, and 741 formal questionnaires are issued, 184 retrieves and 160 are valid. Through Smart PLS2.0 statistical analysis software to conduct Structure. The results show that
(1) Perceived justice of online retailers has a positive effect on online stores’ trust and affective commitment to online platform.
(2) The increase of trust and affective commitment of online stores has a positive effect on online stores to the relationship output (Loyalty, participation and co-production).
The contributions of this research are that in the past Equity theory used to discuss organization performance, job satisfaction, and organization trust. However, collaboration mode of inter-organization and relationship between buyer and seller in the past have extended to cooperative partnership because of evolution of generation, as well as all of the evidences show the mode of collaborator partnership is a trend, thus we can realize the significant factors of remaining stable partnership in the future by this research.
This study can develop strategies to use online platform for effective development of online shopping market.
中文摘要 I
英文摘要 II
誌謝 IV
目錄 VI
表目錄 VIII
圖目錄 IX
第壹章 緒論 1
第一節 研究背景 1
第二節 研究動機 2
第三節 研究目的 4
第四節 論文結構 5
第貳章 文獻探討 8
第一節 公平理論 8
第二節 信任-情感承諾 17
第三節 關係產出 20
第四節 假設推導 25
第參章 研究設計與方法 31
第一節 研究架構 31
第二節 研究變數與操作性定義 31
第三節 研究假設 33
第四節 研究設計 33
第五節 資料分析方法 42
第肆章 研究結果分析 45
第一節 樣本結構分析 45
第二節 信度與效度檢測 51
第三節 整體模型分析 60
第伍章 結論與建議 65
第一節 理論意涵 65
第二節 實務意涵 68
第三節 研究限制與未來研究方向 70
附件1正式問卷 86
表2- 1分配公平分類相關準則 10
表2- 2程序公平分類相關準則 11
表2- 3公平認知相關研究整理 14
表2- 4組織承諾相關分類準則整理 19
表2- 5參與度相關分類準則 22
表2- 6共同生產、協同生產、共同合作之比較 24
表3- 1本研究概念性定義 32
表3- 2本研究相關假設 33
表3- 3研究問卷內容 37
表3- 4預試之信度與探索性因素分析 40
表3- 5正式問卷發放與回收情形 41
表4- 1樣本結構統計彙整表 46
表4- 2各變項之探索性因素分析-轉軸後 52
表4- 3本研究各題項負荷量彙整表 54
表4- 4本研究刪除之題項及原因 56
表4- 5本研究各題項統計量彙整 57
表4- 6相關分析及平均萃取變異量的平方根 59
表4- 7本研究R^2值彙整 60
表4- 8研究假設檢定結果 64
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