近年來台灣國人每年出國人數不斷增長，雖有如此龐大供需，然其商機卻越來越微利，是現今旅行產業之上、中、下游等各企業公司共同面臨競爭的經營難題。
本文以國內某上市公司之L綜合旅行社及其合作夥伴(各甲種旅行社之從業人員)為研究調查對象，嘗試建構並探討溝通頻率、社會連結、中國式關係、信任與合作關係品質間之關聯性。本研究採立意方式進行抽樣，累計發放300份問卷，回收有效樣本276份，有效樣本回收率為92%。透過描述性統計分析、信度分析、效度分析、階層迴歸分析及結構方程模型中之偏最小平方估計法進行統計分析，其主要研究結果如下：
1.善意信任、與能力信任對買賣雙方的合作關係具有顯著的正向影響；而正直信任對買賣雙方的合作關係則無顯著影響。
2.溝通頻率對買方與供應商雙方的正直信任、與能力信任具有顯著的正向影響；而溝通頻率對買方與供應商雙方的善意信任則無顯著影響。
3.社會連結對買方與供應商雙方的正直信任、善意信任、與能力信任均具有顯著的正向影響。
4.中國式關係在買賣雙方的信任與合作關係之間則無顯著的干擾效果。

In recent years, the total number of Taiwanese tourists traveling abroad continues to grow year by year. Although there is such a huge supply and demand, its business opportunities are increasingly small which is the common business problems that all the tourism Industry needs to face.
The purpose of the thesis is to explore the relationships among the communication frequency, social link, Chinese-style relationship, trust and the quality of cooperation of L integrated travel agency and its partners (Class-A travel agencies). Purposive sampling is applied in the research, a total of 300 questionnaires were distributed, and 276 valid questionnaires were returned, resulting in a return rate of 92%. By illustrating the descriptive statistics analysis, rreliability analysis, validity analysis, hierarchical regression analysis, structural equation modeling, and partial least squares, the following are the results of analysis:
1.Benevolence trust and competence trust have significantly and positively impacted on the cooperation between the buyer and the seller, while honest trust has no significant impacted on the cooperation between the buyer and the seller.
2.The frequency of communication has significantly and positively impacted on the honest trust and competence trust between the buyer and the supplier, while the frequency of communication has no significant effected on the bbenevolence trust between buyer and the supplier.
3.Social links have a significantly and positively impacted on the honest trust, benevolence trust, and competency trust.
4.Chinese-style relationship has no significant moderated effect between buyer-seller trust and cooperation.

目錄 III
表目錄 V
圖目錄 VI
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第三節 章節結構 4
第二章 文獻探討 5
第一節 合作 5
第二節 信任 6
第三節 溝通頻率 8
第四節 社會連結 8
第五節 中國式關係 9
第三章 研究方法 11
第一節 研究架構 11
第二節 研究假設 11
第三節 研究變數衡量工具 12
第四節 研究對象與樣本抽樣方式 15
第五節 資料分析方法 15
第四章 資料分析結果 17
第一節 回收樣本描述 17
第二節 驗證方程模型分析 18
第四節 差異性分析 23
第五章 結論與建議 25
第一節 主要研究成果與發現 25
第二節 研究限制 27
第三節 研究建議 28
參考文獻 31
附錄：正式問卷 36

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