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研究生:李雅萍
研究生(外文):LEE, YA-PING
論文名稱:關係補救與關係修補對關係價值的影響-以競合關係干擾
論文名稱(外文):The Impact of Relationship Recovery and Relationship Repair on Relationship Value-The Moderating Role of Co-opetition Relationship
指導教授:黃識銘黃識銘引用關係
指導教授(外文):HUANG, SHYH-MING
學位類別:碩士
校院名稱:南台科技大學
系所名稱:行銷與流通管理系
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:147
中文關鍵詞:關係補救關係修補信任關係價值競合關係
外文關鍵詞:relationship recoveryrelationship repairtrustrelationship valueco-opetition
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過去研究皆指出信任有助於夥伴間價值的創造,然而當信任遭受破壞時,應以不同的層面來恢復認知信任與情感信任。本文根據社會心理學及公平理論的觀點,首先,透過關係補救解決夥伴間引起的破壞以增強認知信任與情感信任,同樣的,回應由第三方等外部因素所造成的破壞,可採取關係修補加以改善夥伴認知信任與情感信任。其次,驗證不同信任類型對直接功能與間接功能兩種關係價值創造的影響,最後以競合關係探討對信任類型與關係價值的干擾作用。
本文以一千大製造業為母體,回收185家,有效回收率為13.38%,在回收樣本之檢定中未發現無反應偏差及同源偏差的情況。研究結果發現關係補救對認知信任與情感信任有顯著影響,關係修補對認知信任與情感信任有顯著影響,認知信任與情感信任對直接功能與間接功能皆有顯著影響,然而競合關係對認知信任及情感信任與直接功能及間接功能並無干擾效果。最後,本研究根據研究結果提出管理意涵與未來研究之方向。
Previous studies showed that the trust contribute to partnership value creation, however, when destroyed the trust on different levels to restore cognitive and affective trust. Drawing on social psychology theory and equity theory, First, through the relationship recovery to solve partnership to remedy the damage caused in order to enhance the cognitive trust and affective trust, the same, response by a third party caused by external factors such as damage, use relationship repair can be improve the partnership cognitive trust and affective trust. Second, different types of trust influence on direct and indirect functions. Finally, explore the moderating effects of co-opetition between trust and relationship value.
Population by 1000 the manufacturing industry, received 185 valid samples was 13.38%, which were tested for non-response bias and CMV; they seem to indicate that these biases were not a serious threat. The results that the relationship recovery have positive influence on cognitive and affective trust, relationship repair have positive influence on cognitive and affective trust , cognitive trust and affective trust both positive impact on direct and indirect functional. However, co-opetition has not moderating effects. Finally, these results suggest theoretical implications and the direction of future researches.
目次
摘要 i
目次 ii
表目次 iii
圖目次 vi
第一章 緒論 1
1.1研究動機 1
1.2研究目的 2
1.3研究流程與論文結構 3
1.3.1研究流程 3
1.3.2論文結構 5
第二章 文獻探討 6
2.1關係補救 6
2.2關係修補 9
2.3信任 14
2.3.1信任的組成 16
2.3.2信任的類型 21
2.4關係價值 23
2.4.1關係功能 26
2.5競合關係 28
2.6研究假設 32
2.6.1關係補救與認知信任之間的關係 32
2.6.2關係補救與情感信任之間的關係 33
2.6.3關係修補與認知信任之間的關係 34
2.6.4關係修補與情感信任之間的關係 35
2.6.5認知信任與關係價值之間的關係 36
2.6.6情感信任與關係價值之間的關係 38
2.6.7競合關係對信任與關係價值之干擾影響 38
第三章 研究方法 42
3.1研究架構 42
3.2研究變數與其操作型定義 43
3.2.1關係補救 43
3.2.2關係修補 44
3.2.3信任 45
3.2.4關係價值 46
3.2.5競合關係 48
3.3研究設計 49
3.3.1問卷設計 49
3.3.1.1關係補救 49
3.3.1.2關係修補 50
3.3.1.3信任 50
3.3.1.4關係價值 50
3.3.1.5競合關係 50
3.3.2前測問卷與回收 51
3.3.3抽樣設計 56
3.3.4問卷郵寄與回收 56
3.4資料分析方法 58
3.4.1無反應偏差 58
3.4.2同源偏差 59
3.4.3信度 59
3.4.4效度 59
3.4.5問卷品質之確認 60
3.4.6資料分析方法 60
第四章 資料分析 61
4.1樣本回收與樣本特性 61
4.2抽樣誤差檢定 65
4.2.1無反應偏差 65
4.2.2同源偏差 68
4.3探索性因素分析 69
4.4信度與效度 76
4.4.1信度 76
4.4.2效度 76
4.4.2.1收斂效度 76
4.4.2.2區別效度 77
4.5研究假設驗證 78
4.5.1驗證結果 81
4.5.1.1衡量模式 81
4.5.1.2結構模式 82
4.5.1.3假設驗證 84
4.6中介效果的驗證 89
第五章 結論與建議 95
5.1研究結論 95
5.1.1關係補救對信任的影響 95
5.1.2關係修補對信任的影響 97
5.1.3信任對關係價值的影響 97
5.1.4競合關係對信任與關係價值的影響 98
5.2管理意涵 99
5.2.1理論意涵 100
5.2.2實務意涵 102
5.2.3研究限制與未來研究方向 104
參考文獻 107
附錄一 前測問卷 123
附錄二 正式問卷 127
附錄三 自變數(關係補救)的平均數與標準差 132
附錄四 自變數(關係修補)的平均數與標準差 132
附錄五 中介變數(信任)的平均數與標準差 133
附錄六 應變數(關係價值)的平均數與標準差 133
附錄七 干擾變數(競合關係)的平均數與標準差 134
附錄八 題項負荷量與其交叉負荷量 135

表目次
表2-1信任的定義 16
表2-2信任的相關研究與其組成要素 18
表2-3各學者對關係價值定義 26
表2-4競合關係定義 31
表3-1關係補救之衡量題項 44
表3-2關係修補之衡量題項 45
表3-3信任之衡量題項 46
表3-4關係功能衡量變數與定義 47
表3-5關係價值之衡量題項 48
表3-6競合關係之衡量題項 49
表3-7前測統計---關係補救 52
表3-8前測統計---關係修補 53
表3-9前測統計---信任 54
表3-10前測統計---關係價值 55
表3-11前測統計---競合關係 56
表3-12問卷回收統計 57
表3-13問卷家數回收統計 58
表4-1填答對象之次數分配表 62
表4-2與夥伴公司往來年數之次數分配表 62
表4-3對目前夥伴關係互動的了解之次數分配表 63
表4-4夥伴對雙方合作活動的了解之次數分配 63
表4-5對受測者個人基本資料之次數分配表 63
表4-6公司基本資料之次數分配表66 64
表4-7樣本所屬產業之次數分配表 65
表4-8回收順序與基本資料卡方分析 66
表4-9回收順序的各構面平均數檢定(t檢定) 67
表4-10 Harman單一因素檢定結果(自變數與應變數) 68
表4-11 Harman單一因素檢定結果(自變數、應變數與干擾變數) 68
表4-12關係補救(結果公平、程序公平與互動公平)因素分析結果 70
表4-13關係修補(情感修補、功能修補與訊息修補)因素分析結果 71
表4-14信任(認知信任與情感信任)因素分析結果 72
表4-15關係價值(直接功能與間接功能)因素分析結果 73
表4-16 競合關係因素分析結果 74
表4-17構面負荷量(CR)(AVE)( Cronbachs Alpha) 75
表4-18構念之相關係數與AVE根號值 77
表4-19個別衡量項目的信度 79
表4-20目的模式與競爭模式分析 80
表4-21衡量模式表 83
表4-22結構模式表 84
表4-23競合關係平衡與不平衡之分析結果 86
表4-24競合關係---平衡與不平衡之干擾檢定 88
表4-25研究假設實證結果 88
表4-26中介檢定分析結果 92
表4-27中介檢定驗證結果 93

圖目次
圖1-1研究流程 4
圖2-1關係修補的先前研究 11
圖2-2信任的組成要素 20
圖3-1關係補救與關係修補對關係價值影響之觀念性架構 43
圖4-1目的模式分析圖 82
圖4-2目的模式---干擾 85
圖4-3平衡的競合關係之結構模型分析結果 87
圖4-4不平衡的競合關係之結構模型分析結果 87
圖4-5第一組條件(自變數→中介變數) 90
圖4-6第二組條件(自變數→應變數) 90
圖4-7第三組條件(中介變數→應變數) 91
圖4-8第四組條件(自變數+中介變數→應變數) 91
圖4-9中介檢定---完全中介效果 93
圖4-10中介檢定---部分中介效果 93
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中文部分
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