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系統識別號 U0026-0812200910170755
論文名稱(中文) 投機主義的前因和後果變數關係模式之建構
論文名稱(英文) The construction of opportunism's cause and result variables
校院名稱 成功大學
系所名稱(中) 企業管理學系碩博士班
系所名稱(英) Department of Business Administration
學年度 90
學期 2
出版年 91
研究生(中文) 黃淑媛
研究生(英文) Shu-Yuan Huang
學號 r4689108
學位類別 碩士
語文別 中文
論文頁數 116頁
口試委員 指導教授-陳正男
召集委員-黃文宏
口試委員-蔡東峻
中文關鍵字 績效  交易成本  合作  不確定性  資產專屬性  資訊不對稱性  投機主義  信任  承諾  關聯式交換 
英文關鍵字 Trust  Performance  Information Asymmetry  Asset Specificity  Cooperation  Uncertainty  Opportunism  Commitment  Transaction cost  Relational Exchange 
學科別分類
中文摘要 過去行銷重視的「交易行銷」已經被「關係行銷」所取代,所謂關係行銷強調在買賣雙方之間建立並維持長期關係,視彼此為夥伴而非競爭對手。在Morgan and Hunt(1994)的研究中,對於影響企業長期合作的關鍵影響因素做了詳細的說明,而投機主義(opportunism)是其中一個影響夥伴關係的變數。
由於投機主義的存在使得夥伴關係無法恆久維持平穩的狀態。過去的研究對投機主義這個議題,僅探討單變數與投機主義之間的關係,本研究則希望能夠對投機主義做一個綜合性的探討,完整地討論投機主義的前因(不確定性、資訊不對稱性、資產專屬性、關聯式交換)與後果(交易成本、信任、承諾、績效、合作)的相關變數。
本研究的結論如下:
電腦零售商與其最大供應商之間存在有不確定性與資訊不對稱性時,對彼此之間的投機主義有顯著的正向影響;而電腦零售商與其最大供應商之間存在有資產專屬性與關聯式交換時,對彼此之間的投機主義有顯著的負向影響。
電腦零售商與其最大供應商之間的投機主義,對雙方的交易成本有顯著的正向影響;電腦零售商與其最大供應商之間的投機主義,對雙方的信任與承諾關係、彼此的績效以及未來合作的可能性有顯著的負向影響。
英文摘要 「Transaction marketing」emphasized in the past was substitute for 「relationship marketing」today. What is called relationship marketing makes much of building and maintaining long-term relationship between buyer-sellers, and regards each other as partner more than competitor. In Morgan and Hunt’s research(1994), they made a detail description to the key factors that affect long-term partnership in business. In the study, opportunism is one of the key factors.
The existence of opportunism in partners makes their relation in an unstable position. In the past researches about this topic always discussed the relation between single variable and opportunism. This study hopes to make a synthetic discuss with opportunism about its related variances of causes (uncertainty, information asymmetry, asset specificity and relational exchange) and results (transaction cost, trust, commitment, performance and cooperation).
The research findings are as follows:
When uncertainty and information asymmetry exist in computer retailers and their biggest supplier, it will be positive significant influence on opportunistic behaviors between their partnerships. When asset specificity and relational exchange exist in computer retailers and their biggest supplier, it will be negative significant influence on opportunistic behaviors between their partnerships.
When opportunistic behaviors exist in computer retailers and their biggest supplier, it will be positive significant influence on transaction cost between their partnerships. When opportunistic behaviors exist in computer retailers and their biggest supplier, it will be negative significant influence on trust, commitment, performance and cooperation between their partnerships.
論文目次 目錄
第一章 緒論…………………………………………………………….1
第一節 研究背景與動機………………………………………………………1
第二節 研究目的………………………………………………………………5
第三節 研究流程………………………………………………………………6
第二章 文獻探討……………………………………………………….7
第一節 投機主義的定義與型式………………………………………………7
第二節 造成投機主義的原因………………………………………………..12
第三節 投機主義造成的後果………………………………………………..27
第四節 研究架構……………………………………………………………..43
第三章 研究方法……………………………………………………...46
第一節 研究對象……………………………………………………………..46
第二節 樣本選取……………………………………………………………..49
第三節 問卷回收與樣本結構………………………………………………..50
第四節 變數衡量與問卷設計………………………………………………..51
第五節 問卷前測與修正後的問卷…………………………………………..60
第六節 資料分析方法………………………………………………………..68
第四章 研究結果……………………………………………………...69
第一節 因素分析及信度檢定………………………………………………..69
第二節 迴歸分析……………………………………………………………..78
第五章 結論與建議…………………………………………………...85
第一節 研究結論……………………………………………………………..85
第二節 研究限制……………………………………………………………..89
第三節 研究建議……………………………………………………………..91
中文參考文獻………………………………………………………….94
英文參考文獻………………………………………………………….95
附錄 正式問卷
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