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研究生:陳怡安
研究生(外文):Yi-Ann Chen
論文名稱:從偶對觀點探討影響加盟者對加盟總部信任與承諾之前置因素
論文名稱(外文):A Study on the Antecedents of Franchisees’ Trust and Commitment toward Franchisor : A Dyadic Perspective
指導教授:李文瑞李文瑞引用關係曹為忠曹為忠引用關係
指導教授(外文):Wen-Ruey LeeWei-Chung Chao
學位類別:碩士
校院名稱:銘傳大學
系所名稱:國際企業學系碩士班
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:2011
畢業學年度:99
語文別:中文
論文頁數:73
中文關鍵詞:相互溝通目標相容往來期間關係承諾信任程度
外文關鍵詞:goalslength of relationshiprelationship commitmentTrust
相關次數:
  • 被引用被引用:1
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  • 收藏至我的研究室書目清單書目收藏:0
連鎖經營組織為一種垂直行銷系統(vertical marketing system, VMS),此一行銷通路型態在業界越來越普遍的出現,是近年來相當重要的行銷通路型態。本研究以偶對觀點,探討影響加盟者對加盟總部信任與承諾之前置因素,根據「台灣連鎖加盟協會」對連鎖體系之分類,選取七個產業進行樣本研究,以面訪的方式發放問卷182份,回收有效問卷數為182份,有效回收率100%。
  結果發現,相互溝通會正向顯著影響加盟者對加盟總部之信任程度、目標相容會正向顯著影響加盟者對加盟總部之信任程度、加盟者對加盟總部之信任程度,會正向顯著影響加盟者對加盟總部之關係承諾。此外,信任程度在相互溝通對關係承諾的影響關係中,具有部分中介效果、信任程度在目標相容對關係承諾的影響關係中,具有部分中介效果。
Chain organization is a vertical marketing system. These types of marketing channel emergence are becoming more and more common in the industry. This study is to investigate the antecedents of franchisees’ trust and commitment toward franchisor in a dyadic perspective. According to the classification of the chain system in the Taiwan chain stores and franchise association, we selected a sample of seven industries to study. The total number of questionnaires is 182, and made a 100% response rate.
The results of the analysis showed that communication had a positive effect on the relationship of franchisees’ trust toward franchisor. The goals compatible had a positive effect on the relationship of franchisees’ trust toward franchisor. The relationship of franchisees’ trust toward franchisor had a positive effect on the relationship of franchisees’ commitment toward franchisor. In addition, trust is a partial mediator between communication affects and relationship commitment. Trust is also a partial mediator between goals compatible affects and relationship commitment.
目錄
目錄 I
表目錄 III
圖目錄 IV
誌謝 1
中文摘要 3
Abstract 4
第壹章 緒論 5
第一節 研究背景與動機 5
第二節 研究目的 8
第三節 研究流程 9
第貳章 文獻探討與研究假說 10
第一節 加盟者與加盟總部的關係 10
第二節 信任的概念 12
第三節 關係承諾的概念 14
第四節 偶對因素對加盟者信任的影響 15
第五節 信任對關係承諾的影響 19
第六節 控制變數對信任與關係承諾的影響 21
第参章 研究方法 24
第一節 研究架構 24
第二節 研究變數操作型定義與衡量 25
第三節 抽樣樣本及實證對象 36
第四節 資料分析方法 37
第肆章 資料分析與研究結果 40
第一節 問卷回收與樣本資料描述 40
第二節 信度與效度分析 43
第三節 相關分析 46
第四節 迴歸分析 48
第伍章 結論與建議 53
第一節 研究結論與管理意涵 53
第二節 研究限制與未來研究建議 56
參考文獻 57
一、中文部分 57
二、英文部分 59
附錄一 65



表目錄
表1 信任程度之操作型定義與衡量題項 26
表2 關係承諾之操作型定義與衡量題項 28
表3 往來期間之操作型定義與衡量題項 29
表4 相互溝通之操作型定義與衡量題項 30
表5 目標相容之操作型定義與衡量題項 31
表6 加盟經驗之操作型定義與衡量題項 32
表7 名譽聲望之操作型定義與衡量題項 34
表8 產業競爭之操作型定義與衡量題項 35
表9 樣本資料分析 41
表10 各變項之信度與效度分析 44
表11 各變數之相關係數 47
表12 信任程度與關係承諾之迴歸分析表 50
表13 信任程度中介效果之分析表 52

圖目錄
圖1 研究流程圖 9
圖2 研究架構 24
參考文獻
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