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系統識別號 U0002-2101201315402400
中文論文名稱 製造商與零售商關係品質影響未來合作之研究 -以台灣消費性電子產品通路為例
英文論文名稱 The influence of relationship quality between manufacturer and retailer on future collaboration- A case study of customer electronic product channel in Taiwan
校院名稱 淡江大學
系所名稱(中) 管理科學學系企業經營碩士在職專班
系所名稱(英) Executive Master’s Program of Business Administration(EMBA) in Management Sciences
學年度 101
學期 1
出版年 102
研究生中文姓名 曹淏翔
研究生英文姓名 Hao-Hsiang Tsao
學號 799620090
學位類別 碩士
語文別 英文
口試日期 2013-01-10
論文頁數 50頁
口試委員 指導教授-陳水蓮
委員-王世澤
委員-牛涵錚
中文關鍵字 關係品質  關係信任  滿意度  未來合作  客戶期望  品牌商譽  台灣 
英文關鍵字 Relationship quality  relational trust  satisfaction  future collaboration  Taiwan  customer expectation  brand reputation 
學科別分類
中文摘要 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。
英文摘要 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.
論文目次 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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