信任與轉換成本在工業購買者選擇供應商時所扮演的角色

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Title:	信任與轉換成本在工業購買者選擇供應商時所扮演的角色
Other Titles:	The roles of trust and switching cost in selecting industry suppliers
Authors:	蕭淑鈴;Hsiao, Shu-ling
Contributors:	淡江大學國際貿易學系國際企業學碩士班曾義明;Tseng, Yi-ming
Keywords:	工業購買行為;信任;轉換成本;Industrial customer purchasing behavior;Trust;Switching costs
Date:	2006
Issue Date:	2010-01-11 01:24:16 (UTC+8)
Abstract:	在資訊四通八達的現代，企業間的交易不再受限於地域的阻礙。只要符合企業成本上的考量，各式各樣的產品與服務可來自於不同的國家。因而，價格似乎成為訂單是否成交的唯一因素。但實際上，工業購買者選擇供應商除了考慮價格外，還包括許多其他的考量因素。本研究綜合過去文獻的觀點，來探討工業購買者選擇供應商的決定因素。此外，亦研究當工業購買者有轉換供應商的意願時，其轉換前是否會和原有供應商重新議價，以爭取繼續合作的機會。本研究分別從信任關係、轉換成本、價格、產品組合等四方面來討論。其中，信任關係與轉換成本與原有供應商相關，會使工業購買者對原有供應商的依賴度提高，亦是阻礙工業購買者轉換的因素。價格與產品組合則與新供應商相關，是新供應商可使用的行銷工具，其目的是為了吸引工業購買者轉換。因此，本研究透過瞭解工業購買者選擇供應商的決定因素，進一步探討在實務上企業之間如何維繫良好且持久的交易關係。研究的對象包括螺絲業與鋼鐵業，研究結果有以下發現：一、在工業購買者的轉換意願方面，信任關係與轉換成本是影響工業購買者選擇供應商的重要因素。二、在工業購買者重新議價的意願方面，信任關係、轉換成本、價格與產品組合對買者轉換前的議價意願皆有顯著的影響。三、在交互作用方面，當工業購買者因新供應商的優惠價格而有轉換意願時，買者與原有供應商的信任關係與轉換成本會影響買者的轉換意願。此外，當工業購買者因新供應商的優惠價格而有轉換意願時，買者與原有供應商的信任關係會影響買者重新議價的意願。最後，本研究依據結論提出策略意涵、研究限制與未來研究之建議，以供後續研究參考。 The business scope is no longer limited by the region. So long as accord with the cost, all kinds of products and service can come from different countries. Therefore, it seems that the price becomes the only factor in business competitions. In fact, industry customer chooses supplier not only considering the price but also including a lot of other factors. This research synthesizes the literature to examine the determinants of industry customer’s choice of supplier. In addition, this research also studies when the industry customers will intend to change their suppliers, whether he renegotiate with the incumbent supplier in order to try to continue the cooperative chance. We discuss from four aspects - trust, switching cost, price and product mix. Among them, trust and switching cost are related to incumbent suppliers. They will make the industry customer improve reliance on the incumbent supplier, and are also the switching barrier. Price and product mix are also related with the new supplier. They are the marketing programs that the new supplier can use, and their purpose is to induce the industry customer to switch. So, after understanding the determinants of industry customer’s choice of supplier, this research discusses enterprises how to maintain the good and lasting business relationships in practice. The goal of study includes the screw industry and steel industry, and the main findings are as follows: 1.In the industry customer''s switching intention, trust and switching cost are important factors to influence the industry customer to choose the supplier. 2.In the industry customer''s renegotiated intention, trust, switching cost, price and product mix all have significant effect on the customer’s tendency to renegotiate before he switch. 3.The effect of a new supplier’s superior price on the likelihood of customer switching will be moderated by the presence of trust relationships and supplier-related switching cost. Moreover, the effect of a new supplier’s superior price on the likelihood of customer renegotiating will be moderated by the presence of trust relationships. Finally, we discuss the implications of our finding, the study’s limitations, and possible topics for future research.
Appears in Collections:	[Graduate Institute & Department of International Business] Thesis

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