現今的3C產品已是隨處可見的現代人必備工具。在完成產品的研發、測試、製造到成品之後，需要仰賴於完整的行銷策略計畫，包括廣告、促銷、產品包裝等等的方式來使消費者對該產品發生興趣，進而成功產生最終的消費行為。但產品供應商該如何將產品交付予消費者手上，而消費者又該如何取得所需要的產品，則就有賴於完整的通路來進行。
    
   本研究在探討台灣的上游品牌供應商與第一線銷售產品的經銷商之間未來合作，是否會受到幾個構面的因素而有所改變。在商業經營的架構環境下，雙方皆是為了獲取利潤，進而達到相互合作的目的。但在合作的背後，是否有其影響因子存在，本研究將針對308家消費性電子產品經銷商進行問卷調查，以AMOS17.0統計軟體進行信、效度檢定，並以結構方程式進行模型的假設檢定。依據關係品質(Relationship Quality)、關係信任(Relation Trust)及經銷商對於品牌的滿意度(Satisfaction with brand) 三者間是否相互影響，而更進一步的改變經銷商與品牌供應商相互間未來合作的可能性。
        
   本研究結果如下:
1)	經銷商與供應商之間的關係品質與關係信任有顯著的相關性。
2)	經銷商與供應商之間的關係品質與經銷商對供應商的滿意度有顯著的影響。
3)	經銷商與供應商之間的關係信任與經銷商對供應商滿意度有顯著的影響。
4)	經銷商對供應商的滿意度對於雙方未來合作將會有直接的影響。
5)	消費者的產品期待對於雙方未來合作有顯著影響。
6)	經銷商對品牌供應商的信譽對未來合作無顯著影響。
   
   最後，本研究提供管理意涵與未來可研究方向做為台灣電子產品品牌供應商及其通路產業決策者及後續研究者參考。

In modern life, 3C products have become indispensable. After passing various production phases such as research and development, testing, and manufacturing, these products must rely on a complete marketing strategy, including advertising, promotion, and product packaging to entice customers and produce sales. However, the method used by manufacturers to deliver products to customers and the place of sales depend on the complete and efficient performance of channels, which is an issue that requires advanced research.
This study explores the collaboration between upstream manufacturer brands and first-line retailers in Taiwan’s 3C product market, which is influenced by several factors. Both parties are motivated by profit, and thus, strive for mutual cooperation in the business environment. Whether influencing factors exist between retailer and manufacturer collaboration is a crucial issue. This study investigates 308 customer electronics retailers in Taiwan. Focusing on relationship quality, relational trust, and retailer satisfaction with the brand, we explore the possibility of future collaboration between retailers and manufacturer brands.
    The study results indicate the following:
1)	The relationship quality between retailers and manufacturers has a significant impact on the relationship of trust;
2)	the relationship quality between retailers and manufacturers has a significant impact on retailer satisfaction with the manufacturer; 
3)	the relational trust between the retailers and manufacturers has a significant impact on retailer satisfaction with the manufacturer brand; and
4)	retailer satisfaction has a direct impact on the future collaboration between retailers and manufacturers.
5)	Customer expectation has a direct impact on the future collaboration between retailers and manufacturers.
6)	Manufacturer’s brand reputation has no impact on the future collaboration between retailers and manufacturers.

TABLE OF CONTENTS
TABLE OF CONTENTS	I
LIST OF TABLES	III
LIST OF FIGURES	IV
CHAPTER 1 INTRODUCTION	1
1.1 OVERVIEW	1
1.2 RESEARCH OBJECTIVES	2
1.3 RESEARCH PROCESS AND THESIS ORGANIZATION	3
CHAPTER 2 LITERATURE REVIEW AND RESEARCH HYPOTHESIS	5
2.1 LITERATURE REVIEW	5
2.1.1 Relationship quality	5
2.1.2 Relational trust	6
2.1.3 Retailer’s satisfaction with manufacturer	7
2.1.4 Customer Expectations	8
2.1.5 Brand reputation	9
2.1.6 Future collaboration	11
2.2 RESEARCH HYPOTHESIS	12
2.2.1 Relationship quality and the Relational trust.	12
2.2.2 Relational trust and Retailer’s satisfaction with brand manufacturer	13
2.2.3 Relationship quality and Retailer’s satisfaction with manufacturer.	13
2.2.4 Retailer’s satisfaction with the manufacturer and future collaboration.	14
2.2.5 Moderating effect of customer expectation between retailer's satisfaction with manufacturer and future collaboration	14
2.2.6 Moderating effect of brand reputation between retailer's satisfaction with manufacturer and future collaboration	15
CHAPTER 3 RESEARCH MODEL AND METHODOLOGY	16
3.1 RESEARCH FRAMEWORK	16
3.2 SAMPLE AND DATA COLLECTION	16
3.3 RESEARCH METHOD	17
3.3.1 Questionnaire design	17
3.3.2 Data analysis method	18
CHAPTER 4 DATA ANALYSIS AND RESULTS	20
4.1 RESPONDENT PROFILES	20
4.2 MEASUREMENT MODEL RESULTS	22
4.2.1 CFA and Model Fit	22
4.2.2 Reliability analysis	22
4.2.3 Validity analysis	23
4.3 STRUCTURAL MODEL RESULTS	25
4.3.1 Overall model validation	25
4.3.2 Structural equation model hypothesis test	26
4.4 MODERATING ROLE OF THE CUSTOMER EXPECTATION AND BRAND REPUTATION.	28
CHAPTER 5 CONCLUSION	31
5.1 DISCUSSION	31
5.2 RESEARCH IMPLICATIONS	33
5.3 RESEARCH LIMITATIONS	38
5.4 FURTHER RESEARCH SUGGESTIONS	38
5.4.1 Contractual cooperation mechanisms	38
5.4.2 Research Subjects	39
REFERENCES	40
APPENDIX	48

LIST OF TABLES
Table 3.1 Sources of the measure items	18
Table 4.1 Descriptive statistics of the respondents’ profiles	21
Table 4.2 Descriptive statistics of the respondents’ company profiles	21
Table 4.3 CFA model fits	22
Table 4.4 Measurement properties	23
Table 4.5 Correlation and AVE results	24
Table 4.6 Correlation coefficient confidence intervals	25
Table 4.7 Goodness-of-fit measures of the structural model	26
Table 4.8 The results of the structural equation model	27
Table 4.9. Invariance Tests across Customer Expectation with Brand	29
Table 4.10. Invariance Tests across Brand Reputation	30
LIST OF FIGURES
Figure 1.1 Research process	4
Figure 3.1 Conceptual framework of research	16
Figure 4.1 Structural equation model of hypotheses testing result	27

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