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系統識別號 U0002-1906200521435500
中文論文名稱 台灣光電產業聯盟夥伴關係品質之研究-KMV Model觀點
英文論文名稱 The Relationship Quality of Alliance Partnership in Opto-Electronic Industry of Taiwan - The KMV Model Perspective
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 93
學期 2
出版年 94
研究生中文姓名 江麗珍
研究生英文姓名 Li-Chen Chiang
學號 692480329
學位類別 碩士
語文別 中文
口試日期 2005-05-13
論文頁數 71頁
口試委員 指導教授-張俊惠
委員-黃志文
委員-魏上淩
中文關鍵字 台灣光電產業  策略聯盟  關係品質  KMV Model 
英文關鍵字 Opto-Electronic Industry of Taiwan  Strategic Alliance  Relationship Quality  KMV Model 
學科別分類 學科別社會科學商學
中文摘要 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,藉由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)進行分析。研究分析結果與發現描述如下:

1.影響聯盟夥伴間未來合作意願之關鍵變數為「關係承諾」,「信 任」對聯盟夥伴間未來合作意願之影響並不顯著。

2.「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」存在正向顯著之影響。

3.「信任」對「關係承諾」存在正向顯著之影響。
英文摘要 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 findings of this study are as follow:

1.The 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.

2.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.

3.Trust has a positive and significant impact on commitment.
論文目次 目 錄
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 4
第三節 研究目的 5
第四節 研究範圍與對象 6
第五節 研究流程 7

第二章 文獻探討 8
第一節 策略聯盟之概念 8
第二節 關係行銷之概念 17
第三節 關係品質之概念 21
第四節 關鍵中間變數模型(KMV Model) 24

第三章 研究方法 30
第一節 研究假設 30
第二節 研究變數之定義與衡量 36
第三節 研究設計 39
第四節 資料分析方法 43

第四章 資料分析與結果 45
第一節 樣本資料分析 45
第二節 本研究之結構方程模式架構 48
第三節 結構方程模式之評估與驗證 50

第五章 結論與建議 55
第一節 研究結論 55
第二節 研究發現 58
第三節 研究限制 59
第四節 後續研究方向與建議 60

參考文獻 61

附錄ㄧ:問卷 70

表目錄
表1-1-1台灣光電產業產值表 3
表1-4-1台灣光電產業分類表 6
表2-1-1 策略聯盟定義彙整表 9
表2-1-2 策略聯盟動機彙整表 11
表2-1-3 策略聯盟形成之動機理論彙整表 14
表2-1-4 策略聯盟類型彙整表 15
表2-2-1 關係行銷之定義彙整表 18
表2-2-2 關係行銷與交易行銷之比較表 21
表2-3-1 關係品質衡量構面彙整表 22
表3-1-1 假設檢定彙整表 35
表3-2-1 前置變數之變數定義與衡量表 37
表3-2-2 關係品質之變數定義與衡量表 38
表3-2-3 結果變數之變數定義與衡量表 39
表3-3-1 問卷設計彙整表 41
表3-3-2 問卷回收情形分析表 42
表3-4-1 結構方程模式配適度判定指標彙整表 44
表4-1-1 樣本之敘述性統計分析表-關係品質 45
表4-1-2 樣本之敘述性統計分析表-前置變數 46
表4-1-3 樣本之描述性統計分析表-結果變數 46
表4-1-4 研究變項之信度彙整表 47
表4-2-1 結構方程模式之參數說明表 48
表4-3-1 整體模式配適度指標結果分析表 51
表4-3-2 整體模式之路徑檢定結果分析表 53



圖目錄
圖1-5-1 本研究之研究流程圖 7
圖2-2-1 關係行銷之關係交換圖 20
圖2-4-1 關鍵中間變數模型圖 24
圖2-4-2 本研究之觀念性架構圖 29
圖3-1-1 本研究之研究架構圖 35
圖4-2-1 本研究之整體模式圖 49
圖4-3-1 結構方程模式之路徑分析圖 54
圖4-3-2 整體模式參數估計值圖 54


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