摘要 ....................................................................................................................................... I
Abstract ............................................................................................................................... II
致謝 .................................................................................................................................... III
Contents .............................................................................................................................. IV
List of Figures ................................................................................................................. VIII
Chapter 1 Introduction ....................................................................................................... 1
1.1. Research Background and Motivation .............................................................. 1
1.2. Research Objectives .......................................................................................... 5
1.3. Research Process ............................................................................................... 5
Chapter 2 Theoretical Backgrounds and Hypotheses Development .............................. 6
2.1 Social Exchange Theory .......................................................................................... 6
2.2 Relationship Quality .............................................................................................. 12
2.3 Antecedents of Relationship Quality ..................................................................... 13
2.4 Implementation Certification ................................................................................. 20
2.5 Long-term Orientation ........................................................................................... 21
2.6 Conceptual Framework .......................................................................................... 22
Chapter 3 Research Design and Methodology ................................................................ 23
3.1 Construct Definition and Measurement ................................................................. 24
3.2 Pilot Test ................................................................................................................ 28
3.2.1 Data Collection ............................................................................................... 28
3.2.2 Reliabiblity ..................................................................................................... 28
3.2.3 Results of the Pilot Test .................................................................................. 29
Chapter 4 Results of Data Analysis ................................................................................. 35
4.1 Respondent Demographics .................................................................................... 35
4.1.1 Sampling ......................................................................................................... 35
4.1.2 Respondent Demographics ............................................................................. 36
4.1.3 The Analysis of Variance (ANOVA) ............................................................. 38
4.1.4 Non-response Bias ......................................................................................... 44
4.2 Measurement Assessment ...................................................................................... 45
4.2.1 Confirmatory Factor Analysis ........................................................................ 45
4.2.2 Reliability and Validity ................................................................................... 55
4.3 Hypotheses Testing ................................................................................................ 58
4.3.1 Structural Model Analysis .............................................................................. 58
4.3.2 T-test of Relationship Duration and Interaction Frequency ........................... 61
Chapter 5 Discussion and Implications ........................................................................... 63
5.1 Summary of Findings ............................................................................................ 63
5.2 Theoretical Implications ........................................................................................ 67
5.3 Managerial Implications ........................................................................................ 69
5.4 Limitations and Directions for Future Research .................................................... 71
Appendix A: Questionnaire ( in English ) ....................................................................... 78
Appendix B: Questionnaire ( in Chinese ) ....................................................................... 80
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