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中文論文名稱 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
英文論文名稱 The roles of trust and switching cost in selecting industry suppliers
校院名稱 淡江大學
系所名稱(中) 國際貿易學系國際企業學碩士班
系所名稱(英) Department of International Trade
學年度 94
學期 2
出版年 95
研究生中文姓名 蕭淑鈴
研究生英文姓名 Shu-Ling Hsiao
學號 693480229
學位類別 碩士
語文別 中文
口試日期 2006-05-25
論文頁數 68頁
口試委員 指導教授-曾義明
共同指導教授-張春桃
委員-方文昌
委員-王居卿
中文關鍵字 工業購買行為  信任  轉換成本 
英文關鍵字 Industrial customer purchasing behavior  Trust  Switching costs 
學科別分類 學科別社會科學商學
中文摘要 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。
英文摘要 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.
論文目次 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
第二章 文獻探討……………………………………………………4
第一節 信任…………………………………………………………4
第二節 轉換成本……………………………………………………6
第三節 價格…………………………………………………………8
第四節 產品組合……………………………………………………10
第五節 干擾效果……………………………………………………12
第三章 研究方法……………………………………………………15
第一節 研究對象……………………………………………………15
第二節 變數之操作性定義與問卷之發展…………………………17
第三節 資料分析方法………………………………………………20
第四節 回收樣本特性描述…………………………………………21
第四章 實證結果……………………………………………………25
第一節 因素分析……………………………………………………25
第二節 信度與效度分析……………………………………………26
第三節 變異數分析…………………………………………………28
第五章 結論與建議…………………………………………………46
第一節 研究結論……………………………………………………46
第二節 策略意涵……………………………………………………48
第三節 研究限制……………………………………………………49
第四節 後續研究建議………………………………………………50
參考文獻……………………………………………………………52
附錄:研究問卷……………………………………………………56

圖目錄
圖2.1 觀念性架構……………………………………………………14
圖3.1 螺絲業樣本公司之產業上下游關係…………………………15
圖3.2 鋼鐵業樣本公司之產業上下游關係…………………………16
圖4.1 價格與信任之交互作用(轉換意圖)在合併產業的效果…33
圖4.2 合併產業之價格與信任對轉換意圖之循序方格檢定線圖…33
圖4.3 價格與轉換成本之交互作用在合併產業的效果……………34
圖4.4 合併產業之價格與轉換成本對轉換意圖之循序方格檢定線圖………………………………………………………………………34
圖4.5 產品組合與信任之交互作用在合併產業的效果……………35
圖4.6 合併產業之產品組合與信任對轉換意圖之循序方格檢定線圖………………………………………………………………………35
圖4.7 價格與信任之交互作用(重新議價)在合併產業的效果…36
圖4.8 合併產業之價格與信任對重新議價之循序方格檢定線圖…36
圖4.9 價格與信任之交互作用在螺絲業的效果……………………39
圖4.10 螺絲業之價格與信任對轉換意圖之循序方格檢定線圖…39
圖4.11 價格與轉換成本之交互作用在螺絲業的效果……………40
圖4.12 螺絲業之價格與轉換成本對轉換意圖之循序方格檢定線圖……………………………………………………………………40
圖4.13 產品組合與信任之交互作用在鋼鐵業的效果……………44
圖4.14 鋼鐵業之產品組合與信任對轉換意圖之循序方格檢定線圖……………………………………………………………………44
圖4.15 價格與信任之交互作用在鋼鐵業的效果…………………45
圖4.16 鋼鐵業之價格與信任對重新議價之循序方格檢定線圖…45

表目錄
表3.1 主要研究變數之操作性定義…………………………………19
表3.2 問卷回收狀況表………………………………………………21
表3.3 受測樣本公司類別分佈概況表………………………………21
表3.4 受測樣本公司營運年數分配表………………………………22
表3.5 受測樣本公司合作供應商最久之年數分配表………………22
表3.6 受測樣本公司員工人數分配表………………………………23
表3.7 受測樣本公司資本額分配表…………………………………23
表3.8 受測樣本公司營業額分配表…………………………………24
表4.1 因素分析表……………………………………………………25
表4.2 信度分析表……………………………………………………27
表4.3 各變數之平均數………………………………………………28
表4.4 轉換意圖之變異數分析表……………………………………29
表4.5 重新議價之變異數分析表……………………………………29
表4.6 合併產業之成對比較價格與信任之最小平方均值表(轉換意圖………………………………………………………………………33
表4.7 合併產業之成對比較價格與轉換成本之最小平方均值表…34
表4.8 合併產業之成對比較產品組合與信任之最小平方均值表…35
表4.9 合併產業之成對比較價格與信任之最小平方均值表(重新議價)…………………………………………………………………………36
表4.10 螺絲業之成對比較價格與信任之最小平方均值表………39
表4.11 螺絲業之成對比較價格與轉換成本之最小平方均值表…40
表4.12 假說檢定結果表……………………………………………43
表4.13 鋼鐵業之成對比較產品組合與信任之最小平方均值表…44
表4.14 鋼鐵業之成對比較價格與信任之最小平方均值表………45
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黃俊英 (2005),行銷研究-管理與技術,七版,台北:華泰書局。

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