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系統識別號 U0026-1009201211090200
論文名稱(中文) 協同合作、服務品質與創新能力對品牌權益與交易成本之影響-以來源國效應為調節變數
論文名稱(英文) The Effect of Collaboration, Service Quality and Innovation Capability to Brand Equity and Transaction Cost, Using Country of Origin Effect as a Moderator Factor
校院名稱 成功大學
系所名稱(中) 企業管理學系專班
系所名稱(英) Department of Business Administration (on the job class)
學年度 100
學期 2
出版年 101
研究生(中文) 楊森凱
研究生(英文) Sen-Kai Yang
學號 R47991019
學位類別 碩士
語文別 中文
論文頁數 67頁
口試委員 召集委員-李亭林
口試委員-周信輝
指導教授-劉佳玲
中文關鍵字 協同合作  服務品質  創新能力  品牌權益  交易成本  來源國效應 
英文關鍵字 Collaboration  Service Quality  Innovation capability  Brand Equity  Transaction Cost  Country of Origin Effect 
學科別分類
中文摘要 以台灣的產業生態來說,缺乏強大的終端消費品牌,主要都是著重在廠商和廠商之間的交易,因此在B2B之間的品牌權益研究,更顯得極為重要,本研究著眼於B2B品牌權益的研究,提出協同合作、服務品質和創新能力這三個主要的構面探討是否影響B2B的品牌權益,另外也將探討品牌權益和企業間交易成本的關聯。
隨著全球化的產業分工,一個產品或服務的提供已經越來越難都由同一個國家所提供,對終端消費者來說,來源國效應的影響已經被很多學者實證和討論,但是在B2B的市場中卻幾乎沒有,因此本研究也將以來源國效應為調節變數,希望透過假說驗證來源國效應可以提昇品牌權益對交易成本降低的影響。
經本研究實證結果發現:(1)協同合作、服務品質與創新能力對品牌權益呈現正相關。(2)廠商選擇品牌權益較高的合作夥伴的時候,可以有效降低交易成本。(3)品牌權益的對交易成本的負向影響程度,會受來源國效應的影響。
英文摘要 A well-known B2C brand is still scarce in Taiwan’s industrial environment. Trades among firms are always emphasized. Therefore, the research of B2B Branding is obviously critical. This research using three aspects: collaboration, service ability and innovation capability investigates their affect to Brand Equity. Besides, this study would also try to find out the relation between Brand Equity and Transaction Cost Reduction.

Because of globalization and labor division, it is relatively difficult to find out a product or a service provided simply by one country. In B2C market, Country of Origin has been discussed for a long time. However, only few research discussed about this phenomenon. As a result, this research will use country of origin as a moderator factor and try to discover whether it can moderate the relation between Brand Equity and Transaction Cost Reduction or not.

According to this research, we find out three main results as follows: 1. collaboration, service quality and innovation capability are positively related to Brand Equity. 2. The firms which choose partners with high brand equity are able to reduce the transaction cost effectively. 3. The country of origin will moderate the relationship between Brand Equity and Transaction Cost.
論文目次 目錄
第一章 緒論 1
第一節 研究背景與研究動機 1
第二節 研究目的 2
第三節 研究流程與架構 3
第二章 文獻探討 4
第一節 協同合作(COLLABORATION) 4
第二節 服務品質(SERVICE QUALITY) 6
第三節 創新能力(INNOVATION CAPABILITY) 9
第四節 品牌權益(BRAND EQUITY) 12
第五節 來源國效應(COUNTRY OF ORIGIN EFFECT) 14
第六節 交易成本(TRANSACTION COST) 18
第三章 研究方法 21
第一節 研究架構 21
第二節 研究假設 22
第三節 變數操作性定義與衡量 26
第四節 問卷設計與抽樣方法 31
第五節 資料分析方法與工具 32
第四章 研究結果與分析 35
第一節 敘述性統計分析 35
第二節 信效度分析 39
第三節 相關性分析 44
第四節 廠商基本資料對研究影響之分析 45
第五節 迴歸分析與假說驗證 48
第五章 結論與建議 53
第一節 研究結論與發現 53
第二節 理論與實務意涵 54
第三節 後續研究之建議 57
第四節 研究限制 58
參考文獻 60
附錄一 研究問卷 64

表目錄
表2-1 服務品質衡量指標 8
表2-2 創新類型整理 11
表2-3 來源國效應重要研究 17
表3-1 假設檢定彙整表 25
表3-2 各變數之操作性定義 26
表 4-1-1 樣本企業之產業別比例 35
表 4-1-2 樣本企業之員工數比例 36
表 4-1-3 樣本企業之資本額 37
表 4-1-4 樣本職務類別 37
表 4-1-5 樣本企業之資本額 38
表4-2 各變數敘述統計量 39
表4-3 問卷項目信效度分析 41
表4-5 變數之相關係數表(N=148) 44
表 4-6-1 不同資本額與構面因素之差異性分析 45
表 4-6-2 不同員工人數與構面因素之差異性分析 46
表4-6-3 不同產業別與構面因素之差異性分析表 47
表4-7-1 協同合作對品牌權益之迴歸分析 48
表4-7-2 服務品質對品牌權益之迴歸分析 49
表4-7-3 創新能力對品牌權益之迴歸分析 49
表4-7-3 品牌權益對交易成本之迴歸分析 50
表4-8品牌權益與來源國效應對交易成本之調節效果分析表 51
表5-1 假說驗證彙整表 53


圖目錄
圖 1-1 本研究之研究流程圖 3
圖 2-1 協同合作構面 4
圖 3-1 本研究之研究構面 21
圖4-1 調節效果圖 50




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