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| 題名: | 通路權力與通路滿意之關聯 : 溝通、信任、承諾之中介角色 |
| 其他題名: | The relationships of channel power and dealer satisfaction : mediating effect of communication, trust, and commitment |
| 作者: | 何煥廷;Ho, Huan-Ting |
| 貢獻者: | 淡江大學企業管理學系碩士在職專班
吳坤山;Wu, Kun-Shan |
| 關鍵詞: | 通路權力;溝通;信任;承諾;通路滿意;結構方程模式;Channel Power;Communication;Trust;commitment;Structure equation modeling(SEM) |
| 日期: | 2011 |
| 上傳時間: | 2011-12-28 18:21:10 (UTC+8) |
| 摘要: | 過去許多的研究顯示，在現今複雜多變的經營環境中，企業未來所面臨的競爭型態，不再是企業與企業彼此間的競爭，而是為因應產業全球化的趨勢，所逐漸形成通路對通路的競爭。緣此，本論文主要目的在探討通路權力、關係品質（溝通、信任、承諾）與通路滿意之間的關聯性，並以食品產業為研究對象。本研究總計發放400份問卷，有效回收樣本數為260份，有效樣本回收率為65%。透過敘述性統計、因素分析、信度分析、效度分析、相關分析及SEM結構方程模型檢定，其主要研究結果如下：
一、非強制性權力對通路商的溝通具有顯著之正向影響。
二、非強制性權力對通路商的承諾具有顯著之正向影響。
三、溝通對通路信任具有顯著之正向影響。
四、通路信任對承諾具有顯著之正向影響。
五、供應商的溝通對通路商的經濟滿意及非經濟滿意具有顯著之正向影響。
六、供應商的承諾對通路商的經濟滿意及非經濟滿意具有顯著之正向影響。
In the past research, the competition in the future of enterprises, enterprise and enterprise competition between each other no longer, for because of in conformity with trend that industry globalizes, have already changed into channel to channel of competition. This main purpose of this thesis is to investigate into relationships among channel power, relationship quality (communication, trust, commitment), and dealer satisfaction, and regard food industry of information as the research object.
The studied population is dealers in Taiwan. The samples were deciede by the purposive sampling method. This study contains 260 valid samples for performing descriptive statistics, factor analysis, reliability analysis, validity analysis, correlation analysis, and structural equation modeling (SEM). After the empirical research, the major findings as follows:
1. The non-coercive power has a positive impact on the dealer’s communication.
2. The non-coercive power has a positive impact on the dealer’s commitment.
3. Communication has a positive impact on trust.
4. Trust has a positive impact on commitment.
5. The greater the manufacturer’s communication, the greater the economic satisfaction and non-economic satisfaction of the distributor.
6. The greater the distributor’s commitment to the manufacturer, the greater his economic satisfaction and non-economic satisfaction. |
| 顯示於類別: | [企業管理學系暨研究所] 學位論文
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