台灣光電產業聯盟夥伴關條品質之研究─KMVModel 觀點

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Title:	台灣光電產業聯盟夥伴關條品質之研究─KMVModel 觀點
Other Titles:	The Relationship Quality of Alliance Partnership in Opto-Electronic Industry of Taiwan─The KMV Model Perspective
Authors:	張俊惠;江麗珍;楊爵光
Contributors:	淡江大學國際企業學系
Keywords:	光電產業;策略聯盟;關條品質;KMVModel;Opto-Electronic Industry;Strategic Alliance;Relationship Quality;KMV Model
Date:	2005-04
Issue Date:	2013-10-15 14:31:06 (UTC+8)
Publisher:	臺北縣：淡江大學國際貿易學系
Abstract:	隨著台灣光電產業發展日趨成熟，面對強大的市場競爭，迫使廠商必需思考如何在競爭者環伺中求得生存並維持其長期競爭優勢。然而，廠商礙於資源與能力有限的情況下，試圖向外尋求合作夥伴以策略聯盟的方式來整合雙方資源，進而使得雙方獲取最大的利益。許多學者認為，關係品質是維持良好的聯盟夥伴關係最重要的影響因素，本研究以Morgan and Hunt (1994)所提出之關鍵中間變數模型(Key Mediating Variables Model; KMV Model) ，以「關係承諾」與「信任」來衡量關係品質，試圖探討聯盟夥伴間如何透過關係、終止成本、關係利益與溝通影響關係品質，進而影響聯盟雙方間未來長期合作之意願。本研究以台灣光電產業之終端應用廠商為研究對象，以問卷調查方式蒐集資料，共回收122 份有效問卷，資料分析主要使用結構方程模式(SEM)進行。研究結果發現，影響聯盟夥伴未來合作意願的主導變數為「關係承諾」，「信任」對聯盟夥伴未來合作意願的影響並不顯著;此外，關係利益對關係承諾存在正向顯著之影響，關係終止成本對其影響程度並不顯著，而溝通對信任存在正向顯著影響;信任對關係承諾有正向顯著之影響。 Because of the severely competitive business environment and limited resources owned by the fIrms in Taiwan's Opto-Electronic industry, it is very diffIcult for them to keep a long-term competitive advantage. Strategic alliance has consequently become a common strategy option for the Opto-electronic fIrms. Past researches have suggested that relationship quality is the key element to maintain positive alliance partnership. Our study was based on the KMV Model proposed by Morgan and Hunt in 1994, used the "relationship commitment" and "trust" to measure the relationship quality. This study tried to discuss how the alliance partnership affects the relationship quality by relationship termination cost, relationship benefIt, and communication. Furthermore, we also checked whether the relational quality would affect the fIrm's willingness to maintain the alliance relationship in the future. The downstream fIrms of Opto-Electronic were selected as research subjects and fIrms data were collected via questionnaires, 122 response were valid. We applied SEM to analyze the valid response data. The major fmdings of this study are as follow: relationship commitment is the key element to affect the fIrm's willingness to maintain the alliance relationship in the future, but trust effect is not signifIcant. Besides, relationship benefIt affects relationship commitment positively and signifIcantly, but the relationship termination cost effect is not signifIcant. And communication has a positive impact on trust. And trust also has a positive and signifIcant impact on commitment.
Relation:	第二屆海峽兩岸企業理論與實務學術研討會論文集，頁221-232
Appears in Collections:	[Graduate Institute & Department of International Business] Proceeding

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