臺灣博碩士論文加值系統

台灣代工商常為了建立和維持與品牌大廠的交易，而應其要求進行關係專屬投資，使代工商處於被套牢的不利處境。先前的研究指出當代工商預期能從品牌大廠處得到知識外溢與聲譽外溢等的效果時，進行關係專屬投資之意願較高，本研究進一步指出其他因素對關係專屬投資之影響，包括資訊利益、關係品質、代工商之能力與潛在懲罰力等，並探討相對市場力量可能產生的干擾效果。本研究以台灣上市上櫃之資訊電子業代工商作為研究對象，經由問卷收集相關資料，總共得到有效問卷數為87份，並利用迴歸分析來驗證研究假設，得到以下結果：影響資訊電子業代工商關係專屬投資的因素為知識外溢、聲譽外溢等預期利益及潛在懲罰力等因素，此外，當購買者議價力越強時，將會降低代工商為了獲得資訊利益而為品牌大廠投入關係專屬資產的意願。

Many Taiwanese OEM manufacturers invest relationship-specific assets in order to establish and maintain transactions with OEM customers, yet relationship-specific investment causes manufacturers to be hold-up in the transaction. Recent studies in relationship-specific investment have shown that when OEM manufacturers expect knowledge and reputation spillover effect, their willingness to invest relationship-specific assets will be higher. This study further show how other factors impact on relationship-specific investments, including information benefits, relationship quality, manufacturer’s ability and potential punishment power. It also explored the moderating effect of relative market power. Questionnaire survey is the main research methodology in this study. Data from information and electronic industries on SEC and OTC in Taiwan are used as the sampling frame. A total of 87 valid samples are collected and the multiple regression analysis is applied to analyse data. According to the analytical results, this study find factors influencing manufacturers willingness to invest relationship-specific assets are knowledge spillover effect, reputation spillover effect, and potential punishment power of the OEM supplier. In addition, the bargaining power of brand firms will negatively influence to relationship between information benefits and willingness to invest relationship-specific assets.

目錄..........................................................................I
圖目錄 ..................................................................... II
表目錄 .....................................................................III
第壹章 緒論 ................................................................. 1
第一節 研究背景與動機 ....................................................... 1
第二節 研究目的 ............................................................. 4
第三節 研究流程 ............................................................. 5
第貳章 文獻探討.............................................................. 6
第一節 關係專屬投資 ......................................................... 6
第二節 交易內涵 ............................................................. 9
第三節 關係品質（Relationship Quality） .................................... 13
第四節 賣方能力 ............................................................ 16
第五節 潛在懲罰力(Potential Punishment Power) .............................. 19
第六節 相對市場力量 ........................................................ 20
第參章 研究方法............................................................. 25
第一節 研究架構 ............................................................ 25
第二節 研究假設 ............................................................ 26
第三節 研究變數操作型定義與衡量方法 ........................................ 30
第四節 研究對象與抽樣方法 .................................................. 36
第五節 資料分析方法 ........................................................ 37
第肆章 實證結果............................................................. 39
第一節 樣本資料敘述性分析 .................................................. 39
第二節 驗證假設及分析 ...................................................... 51
第伍章 結論與建議 .......................................................... 63
第一節 研究結論 ............................................................ 63
第二節 管理意涵 ............................................................ 65
第三節 研究限制與後續研究建議 .............................................. 66
參考文獻 ................................................................... 68
一、中文文獻................................................................ 68
二、英文文獻................................................................ 70
附錄一 研究問卷............................................................. 76

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