臺灣博碩士論文加值系統

經過數十年的改革開放，中國大陸已然是全球經濟成長的動力引擎;也是華人市場近年來高度經濟成長最快速的地區. 大陸是全世界的加工廠也被視為一個新興市場. 因此要在有中國人之華人市場進行商業往來, 西方關係行銷的概念是無法直接進入華人的商業圈. 要了解華人的社會現象必須要了解「關係」對商業往來的影響及重要性. Park ＆ Luo（2001）指出關係（Guanxi）的運用對中國而言是相當重要的文化與社會因素，且關係也會影響公司的績效。Fan（2002）提到「關係」（Guanxi）為關係（Relationship）的一種，關係受到華人儒家文化的影響，發展出一套獨特的機制。所以，要在華人世界進行商業往來時，很難以西方關係行銷的概念進入華人市場，這是為何需研究「關係」（Guanxi）的原因。
大陸快速發展的同時, 也產生經濟及社會發展的嚴重失衡。在資訊時代的經濟, 產業競爭已經漸漸由勞動生產力的競爭, 成本降低的競爭轉成知識的競爭。知識被視為一個新的全球經濟的象徵，。知識可以增加企業產品產出的價值，取得競爭優勢 (Grant, 1996); 更是企業維持競爭力的關鍵要素 (Tapscott ＆ Williams,2006；Fathi,Eze ＆ Gang Goh,2010)。
知識被視為一個全新的全球經濟的象徵，因為全球化及國家經濟的成長，使得知識的地位越來越重要(Lin, 2007)。 需要藉由與外界的互動關係，進行知識的分享與創造，才能夠產生更多的知識，而身處華人文化的地區，華人關係對於人與人之間的信任、承諾以及知識分享的意願為本研究探討的主題，本研究將聚焦在個體的層次，探討華人關係、信任、關係承諾與知識分享意圖之間的關係。
本研究根據華人關係的三個因素－人情、回報、面子，以及結合關係行銷中信任─關係承諾模型，作為探討知識分享意圖的架構。本研究將以大陸地區廣東省台商製造業員工作實證研究，並透過因素分析、信度分析、迴歸分析與
結構方程模式來驗證研究架構，經實證分析結果得出以下結論：
一、 華人關係之面子對信任、關係承諾皆有顯著正向影響。
二、 華人關係之人情對信任、關係承諾皆有顯著正向影響。
三、 華人關係之回報對信任、關係承諾皆有顯著正向影響。
四、 信任對關係承諾有顯著正向影響。
五、 信任對知識分享意圖之影響獲得部分支持。
六、 關係承諾對知識分享意圖有顯著正向影響。

It is obvious to a casual observer that Mainland China is the growth engine of the global economy. After decades of false starts, reformation and a gradual lowering of barriers, the Chinese market in recent years has become the largest and fastest growing economy in the region Western companies doing business in China have struggled to apply the Western “Concept of Relationship” with limited success. They have been slow to understand the influence and importance of “Guanxi” to Chinese business and social interaction, Park ＆ Luo (2001) pointed out that the concept of the relation ( Guanxi) is a critically important cultural and social factor affecting every company's performance. Fan (2002) mentioned that the relation (the Guanxi) a part of every relationship (Relationship), was originally influenced by the Chinese Confucian culture, then developed as an unique mechanism. Thus, it is difficult to enter the Chinese market using Western marketing relationships alone. , a clear understanding of the “relation (Guanxi) is required for success in this arena.
With mainland China’s rapid development came a serious imbalance in economic and social development. Industrial competition had gradually turned into knowlege competition. Knowledge is regarded as a symbol of the new global economy, increasing the value of the enterprise product, and creating a competitive advantage (Grant, 1996) and is a key element to maintaining enterprise competitiveness (Tapscott ＆ Williams, 2006; Fathi, of Eze ＆ the Gang, Goh, 2010).
Knowledge is the currency of the new global economy and is becoming increasingly important due to the globalization and the national growth economy(Lin, 2007). Interactions with the external world produce opportunities for knowledge sharing and relationship development. Within the Chinese culture areas, the concept of “Guaxi” and how it relates to interpersonal trust, commitment and intention of knowledge sharing is the theme of this research. This research will focus on the individual level to explore the relationship of the Chinese “Guanxi”, trust, relationship commitment and intention of knowledge sharing between the parties. This research is based on three factors of the Chinese “Guanxi” – “human”, “returns”, and “face”, and will be combined with the trust-relationship commitment model as the framework to explore the intention of knowledge sharing.
This research uses the real working practice of the manufacturing operators in Guangdong Province of mainland China using factor and regression analysis, as well as structural equation modeling to examine the research framework. The empirical results support the following conclusions:
1. The significant positive influence of Chinese “Guanxi” in the face on trust and to relationship commitment.
2. The significant positive influence of Chinese “Guanxi” in the favors on trust and to relationship commitment
3. The significant positive influence of Chinese “Guanxi” in the
returns on trust and to relationship commitment .
4. The significant positive influence of trust to relationship commitment
5. Portion support from the influence of trust to intention of knowledge sharing.
6. The significant positive influence on relationship commitment to intention of knowledge sharing.

致 謝 I
摘 要 III
ABSTRACT V
目 錄 VIII
表目錄 X
圖目錄 XII
第一章 緒論 1
第一節 研究動機與背景 1
第二節 研究範圍與目的 2
第三節 研究步驟 3
第二章 文獻探討 4
第一節 信任─關係承諾模型 4
第二節 華人關係 14
第三節 知識分享 22
第四節 各構面間的關係 25
第三章 研究方法 31
第一節 研究架構 31
第二節 研究假設 32
第三節 研究變數操作型定義與衡量 32
第四節 研究對象與資料蒐集 37
第五節 資料分析方法 38

第四章 研究結果 44
第一節 樣本特性分析 44
第二節 敘述性統計分析 46
第三節 因素分析 50
第四節 迴歸分析 58
第五節 整體模式之驗證 61

第五章 結論與建議 64
第一節 研究結果 64
第二節 研究貢獻 67
第三節 研究限制及未來研究建議 69
第四節 未來研究方向 69

附錄
附錄一：參考文獻 71
附錄二：研究問卷 80

(一)中文文獻
王文彥(2002），「知識分享內外在動機與知識分享行為之研究：以A 公司為
例」，中央大學人力資源管理研究所碩士論文。

邱展謙 (2007) 關係對關係行銷結果之影響: 關係 , 關係利益與顧客忠誠之 整合研究. 東華大學企業管理研究所博士論文

邱展謙、洪晨桓、祝道松、池文海（2007），知覺關係（Guanx）量表之發展，
管理評論，第二十六卷第一期， 47 頁-70 頁。

(二)英文文獻
Abramson N. R., ＆ Ai J. X. (1997), “ Using guanxi-style. Buyer-seller relationships in China: Reducing uncertainty and improving performance outcomes,, The International Executive, Vol. 39 (6), pp.765-804.

Alavi, M., ＆ Leidner, D.E. (2001), Knowledge management and knowledge
management systems: Conceptual foundations and research issues,MIS
Quarterly, 25(1) pp.107-36.

Ajzen, I.(1985), “From Intentions to Actions: A Theory of Planned Behavior. in Action-Control: FromCognition to Behavior, edited by Kuhl, J. and J. Beckmann, Heidelberg: Springer, pp.11-39.

Ajzen, I. (1991), “The theory of planned behavior. Organization Behavior ＆ Human Decision Processes, 50(2) pp. 179-211。

Ajzen, I., ＆ Fishbein, M. (1977),“Attitude-behavior relations - theoretical-analysis and review of empirical-research, Psychological Bulletin, 84(5), pp.888-918

Alston, J. P. (1989). “Wa, guonxi, and inhwa: Managerial principles in Japan, China and Korea. Business Horizons, 32 (2) pp.26-31.


Alston, Frances ＆ Donald Tippett.(2009)“Does a Technology-Driven Organization's Culture Influence the Trust Employees Have in Their Managers ? “ Engineering Management Journal. Volume: 21, Issue: 2, pp.3-10.

Ambler,Tim (1994), “Marketing’s Third Paradigm: Guanxi Business Strategy Review, Vol. 5 Issue 4, pp.69-80.

Ang, S.H., and Leong, S.M (2000), “Out of the months of babes: Business ethics and youths in Asia,Journal of Business Ethics, 28(2), pp.129-144

Armstrong, Robert W. ＆ Seng, Tan Boon (2000), Corporate-customer satisfaction in the banking industry of Singapore, International Journal of Bank Marketing, Vol.18 (3) , pp.97–111

Badaracco, Joseph (1991),“ Joint ventures: Competition; Information resources management; Strategic alliances (Business); Strategic planning; Management. ISBN 0875842267 Harvard Business School Press (Boston, Mass) xiv 189 p.

Balu,Peter M.,(1964) , “Exchange and Power in Social Life., New York: John Wiley ＆ Sons, Inc .

Becker, Howard S.(1960), “Notes on the Concept of Commitment American Journal of Sociology Vol. 66, No. 1 , pp. 32-40

Bejou, D. and A. Palmer (1998), “Service Failure and Loyalty: An Exploratory Empirical Study of Airline Customers, Journal of Services Marketing, Vol. 12, No. 1, pp.7-22

Bian, Yanjie (1994),“Guanxi and the Allocation of Urban Jobs in China Cambridge Journals Online, Table of Contents. Vol. 140

Bian,Y., ＆ Ang, S.(1997), “Guanxi networks and job mobility in China and Singapore, Social Forces, Vol 75, No 3, pp. 981-1007

Bock et al ( 2005), “Special Issue on Information Technologies and Knowledge Management Vol. 29, No. 1, pp. 87-111

Butterfield, F (1983),“China: Alive in the Bitter Sea. London,UK: Coronet Books.
Chow, Wing S. ＆ Lai Sheung Chan (2008),“Information ＆ Management
Volume 45, Issue 7, pp.458–465

Damodar N. Gujarati (2003),“Basic Econometrics, 4/e West Point Military Academy

Daniel J. McAllister (1995), “The Academy of Management Journalvol. 38, No.1

Davenport, T.H., ＆ Prusak, L. (1998),“ Working Knowledge：How Organizations Manage What They Know,Boston：Harvard Business School Press.

Davenport, T., ＆ Prusak, L., (1999),“Working with knowledge, Executive Excellence,15(9), 10-10.

Davies et al. (1995),“ Hong Kong Business and Jobseekers in urban Organization. Studies 25(7) 1075-1094. ISSN 01

Damodar N. Gujarati (2003),“Basic Econometrics, 4/e West Point Military Academy

DeVellis, R. F.,(1991), “ Scale Development Theory and Applications. London: SAGE

Doney, Patricia M. and Joseph P. Cannon (1997), “An Examination of the Nature of Trust in Buyer-Seller Relationship. Journal of Marketing, Vol. 61 pp.35-51.

Drucker, P.F. (1993),“Post-Capitalist Society. New York：Harper Business.

Dwyer, F. Robert; Schurr, Paul H.; Oh, Sejo (1987), “ Developing Buyer-Seller Relationships. Journal of Marketing; 51, 2; ABI/INFORM Global pg.11

Fock, H.K.Y ＆ Woo, K.S. (1998), “ The China market: Strategic implications of guanxi Business strategy Review, 9(3): 33-43.

Hair, Anderson, Tatham and Black . (1995), “Multivariate data analysis Getcited,ID: 103-368-652, Prentice-Hall (Upper Saddle River, N.J.) McGraw-Hill Higher Education.

Hendriks, P. (1999), Why Share Knowledge? The Influence of ICT on

Motivation for Knowledge Sharing, Knowledge and Process Management.
Vol. 6, No.2, pp.91-100

Jarvenpaa, S.L., and Staples, S.D. (2001), “ Exploring perceptions of organizational ownership of information and expertise. Journal of Management Information Systems, 18, 1 (Summer 2001),pp.151–183.

King, A. Y. (1991), “Kuan-His and network building: A sociological interpretation. Daedalus, 120(2), pp.63-84

Lee, Dong-Jin., Pae, Jae H., and Wong, Y. H. (2001),“A Model of Close Business Relationships in China (guanxi). European Journal of Marketing, 35 (1/2), pp.51-69

Leung, T.K.P., Lai, K.H., Chan, R.Y.K., ＆ Wong, Y.H. (2005). The roles of xingyong and guanxi in Chinese relationship marketing. European Journal of Marketing, 39(5), pp.528-559

Luo, Y. (1997) “Guanxi: Principles, Philosophies, and Implications , Human Systems Management, 16:43-51

Lee, D. J., Pae, J. H., ＆ Wong, Y. H. (2001), “ A model of close business relationship in China (guanxi), European Journal of Marketing, 35(1/2), 51-69.

Don Y. Lee and Philip L. Dawes (2005), “Guanxi, Trust, and Long-Term Orientation in Chinese Business Markets, Journal of International Marketing Vol. 13, No. 2 , pp. 28-56

Lin, Chien-Peng. ( 2007). To share or not to share: Modeling tacit knowledge sharing, its mediators and antecedents. Journal of Business Ethics, 70: 411-428.
Lin, H. (2007), Effects of extrinsic and intrinsic motivation on employee knowledge sharing intentions, Journal of Information Science, Volume 33, pages 135-149

Lovett, Steve, Simmons, Lee C. ＆ Kali, Raja (1999), “ Guanxi versus the Market: Ethics and Efficiency Journal of International Business Studies, Vol. 30, No. 2 (2nd Qtr.,), pp.231-247

Luo, Y. (1997a), Guanxi: Principles, philosophies, and implications, Human System Management, 16(1), 43-51.

Luo, Y. (1997b), Guanxi and performance of foreign-invested enterprises in China: An empirical inquiry, Management International Review, 37(1), 51-70.

The Wisdom of Solomon', pp. 663-65...Solomon 15 by trust in God's word...Clarendon Press, 1992), Chapter 5. JONES...the Wisdom of Solomon 25 proportional...20)', ZNW 83 (1992), pp. 119-25...the Wisdom of Solomon 29 may hint at...

John Scanzoni (1979) Contemporary Marriage Types: A Research Note : Journal of Family Issues, March 1980; vol. 1, 1: pp. 125-140.

Wang Cheng Lu, Noel Y.M. Siu and Bradley R. Barnes (2008) Industrial Marketing Management “ The Significance of trust and renqing in the long-term orientation of Chinese business-to-business relationships ScienceDirect.com Vol.37, Issue 7, pp. 819-824

Robert M. Morgan ＆ Shelby D. Hunt (1994). “The Commitment-Trust Theory of Relationship Marketing. Journalof Marketing, 58, P.20~38

Grant, R. M. (1996)， Toward to a Knowledge-Based Theory of the Firm, Strategic Management Journal, 17(Winter), pp. 109-122.

Gruen, T. W., J. O. Summers, and F. Acito (2000), Relationship marketing activities, commitment, and membership behaviors in professional associations, Journal of Marketing, 64(3), 34-49

Gundlach, Gregory T., Ravi S. Achrol and John T. Mentzer. (1995). “The Structure of Commitment in Exchange. Journal of Marketing , Vol. 59: 78-92.

McDonald, Gerald W., 1981, “Structural Exchange and Marital Interaction Journal Of Marriage and the Family, November, pp.825~839 .

Nonaka, I., ＆ Takeuchi, H. (1995). The Knowledge-creating Company： How
Japanese Companies Create the Dynamics of Innovation. N.Y.： Oxford University Press

Nonaka, I. ＆ Toyama, R. ＆ Konno, N., (2000), “SECI, Ba and Leadership： A Unified Model of Dynamic Knowledge Creation, Long Range Planning, Vol.33,pp.5-34.


Kumar, N., 1996, “The power of trust in manufacturer-retailer relationships’ Harvard
Business Review, pp.92-106

Katherine R. Xin and Jone L. Pearce (1996): Guanxi : Connections as Substitutes for Formal Institutional Support, The Academy of Management Journal Vol. 39, No. 6 (Dec., 1996), pp. 1641-1658

Park, S. H. and Luo, Y. (2001). “ Guanxi and organizational dynamics: Organizational networking in China firms Strategic Management Journal,22: 455-477

Peter H. Jones (1999) Knowledge Strategy: Aligning Knowledge Programs to Business Strategy, Origin Techology in Business

Rousseau Denise M. (1998) “ Not so different after all: A cross-discipline View of trust : Academy of Management Review 1998, Vol. 23, No. 3, 393-404

Sawyer, J.E. (1992). “Goal and process clarity: specification of multiple constructs of role ambiguity and a structural equation model of their antecedents and consequences, Journal of Applied Psychology, 77, 130-142.

Senge, P. (1998). Sharing Knowledge. Executive Excellence, 15(6), 11-12.

Singh, J., and Sirdeshmukh, D.,(2000), “Agency and Trust Mechanisms in Consumer Satisfaction and Loyalty Judgments, Journal of Academy of Marketing Science, 2000, Vol. 28, No.1 pp.150-167

Simmons Lee C. ＆ Munch, James M. (1996) : IS Relationship Marketing Culturally Bound: A look at Guanxi in China Advances in Consumer Research Vol. 23. Pages 92-96

Tsang, E. W. K. (1998) “ Can Guanxi be a soure of sustained competitive advantage for doing business in China, Academy of Management Executive, Vol. 12, No. 2:63-73

James A. Wall (1990) “Managers in the People’s Republic of China ,, Jr. The Executive Vol. 4, No. 2 (May, 1990), pp. 19-32

Wilpert, B., ＆ Scharpf, S. Y. (1990), Intercultural management: Joint ventures in the People’s Republic of China, International Journal of Psychology, 25, 634-656.

Winograd, T. and Flores F. (1986)， “Understanding Computers and Cognition: A New Foundation for Design, Ablex Publishing Corporation, Norwood, NJ.

Wong, Y.H. (1998) The Dynamics of Guanxi in China. Singapore Management Review. 20:25-42

Wong, Y.H. ＆ Chan, R.Y.K (1999) Relationship Marketing in China: Guanxi, Favouritism and Adaption, “Journal of Business Ethics:. Vol.22, (2), pp. 107-188

Wong Y. ＆ Tam J. (2000). Mapping relationships in China: Guanxi dynamic approach Journal of Business and Industrial Marketing, 15(1), 57-70

Wong Y.H. (2007) Relationship value or vulnerability in organizational diversity ? The International Journal of Diversity in Organisatioins, Communities and Nations, Vol. 7, No. 4. p. 31-40

Wong, Y. H. Chan, Leung, T.K.P., Hung, H., and Ngai, W. T. (2007). A model of guanxi development: Flexibility, commitment and capital exchange. Total Quality Management, Vol. 18, No. 8, p. 875-887

Xin, K. and Pearce, J.l. (1996), “ Guanxi: Connections as Substitutes for Formal Institutional Support, Academy of Management Journal, 39 (6): 1641-1658.

Yang, M.M.(1994) “The Art of Social relations in China. : Gifts, Favors, and Banquets. Cornell University Press, Ithaca, NY, pp. 109-145

Yeung, I.Y.M., ＆ Tung. R.L. (1996), Achieving Business Success in Confucian Societies: The Importance of Guanxi (Connections), Organizational Dynamics, 3: 54-65

Ying Fan (2002),“Questioning guanxi: Definition, Classification and implications International Business Review, Volume 11, issue 5, Pages 543-561

Yang, L.S (1957), The concept of Pao as a basis for social relations in China. In J.K. Fairbank (Ed.) Chinese Thought and Institutions. Chicago: University of Chicago Press, 291-309

Yau, O. H. M., Lee, J. S. Y., Chow, R. P. M., Sin, L. Y. M., ＆ Tse, A. C. B. (2000), Relationship marketing the Chinese way, Business Horizons, 43(1), 16-24.

Yum, J. O. (1988), “ The impact of Confucianism relationships and Communication Patterns in East Asea, Communication Monographs, 55(4), 374-388.

Zucker, LG (1986), Production of trust: institutional sources of economic structure, 1840-1920, Research in Organizational Behavior, Vol. 8 pp.53-111