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系統識別號 U0002-2406200502075400
中文論文名稱 組織間長期合作關係之探討-以台灣有線電視硬體設備供應商為例
英文論文名稱 The Study of Interorganization Long-Term Cooperation Relationship:The Case of Cable Television Hardware Suppliers in Taiwan
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 汪國玲
研究生英文姓名 Kuo-Ling Wang
學號 791480253
學位類別 碩士
語文別 中文
口試日期 2005-05-19
論文頁數 105頁
口試委員 指導教授-李月華
委員-莊忠柱
委員-曾義明
中文關鍵字 合作關係  關係品質  轉換障礙 
英文關鍵字 Cooperation Relationship  Relationship Quality  Switching Barrier 
學科別分類 學科別社會科學商學
中文摘要 目前台灣有線電視硬體設備供應商面臨市場收視戶成長空間有限、科技進步與數位化的挑戰、跨業競爭者的威脅和合作是未來視訊媒體發展趨勢等因素影響,正逐步朝向與產業內成員建立合作關係,提昇組織之競爭優勢。而在有線電視學術研究上,缺少組織間長期合作關係之相關研究,因此,本文以台灣有線電視硬體設備供應商與國內有線電視系統經營業者進行上、下游垂直合作型態,探討組織間長期合作關係影響因素、關係品質對組織間長期合作關係之影響、轉換障礙在組織間合作關係所扮演的角色和產業中構成關係品質的要素。
本文以國內有線電視硬體設備供應商進行實證研究,對回收62份有效問卷進行迴歸分析,以瞭解關係品質和轉換障礙變項之衡量構面對組織間長期合作關係之影響程度,透過實證分析得到下列結論:
一、組織間發展長期合作關係,顧客滿意和轉換成本是主要影響因素,系統經營者會最先評估供應商所提供之產品和服務之關係滿意程度,和考量轉換目前供應商所面對之一切有形和無形成本。
二、關係品質變項中以顧客滿意對組織間長期合作關係持續性具有重要的影響力。
三、在轉換障礙變項中,受產業特性影響,轉換成本與長期合作關係呈正相關且達顯著水準;替代吸引力則不顯著,是因為市場品牌競爭者眾多,同一種設備系統經營者習慣與二家或二家以上之供應商配合,在系統經營者認知上市場中具競爭可替代供應商眾多。
四、若組織間欲朝長期關係導向發展,構成關係品質的要素為信任、關係承諾和顧客滿意,但三者中以顧客滿意影響最大,但仍要考量信任和關係承諾之影響力。
英文摘要 Nowadays, cable television hardware suppliers in Taiwan are facing factors of limited growth of subscription, technology progress, digitalized challenges, impacts from cross-competitions and tendency to cooperate for multimedia industry. Consequently, cooperation relationship is gradually built up with parties in industry in order to raise competitive advantages. It lacks of long-term cooperation relationship studies in academic research for cable television industry. Therefore, this thesis is based on the vertical cooperation between domestic cable television hardware suppliers and cable television system operators to analyze the factors that influence long-term cooperation relationship between organizations, relationship quality effects toward to the long-term relationship, role position of switching barrier in cooperation relationship and factors that composed relationship quality.
This thesis is a case study of cable television hardware suppliers in Taiwan. We analyzed 62 effective surveys, in order to understand how variable evaluation for relationship quality and switching barrier influences long-term cooperation relationship. Conclusions are as followings:
1.Customer satisfaction and switching cost are major factors that influence long-term cooperation relationship development between organizations.
2.Customer satisfaction is the major factor of relationship quality that influences persistency of the long-term cooperation relationship.
3.Due to the characteristics of CATV industry, switching barrier and long-term cooperation relationship respond to the significant positive phase level as result in switching barrier.
4.Essentials that compose relationship quality are trust, relationship commitment and customer satisfaction. However, customer satisfaction is the most important and influences mostly to the relationship quality.
論文目次 目 錄
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 5
第三節 研究對象與範圍 7
第四節 研究流程 7
第二章 文獻探討 11
第一節 合作關係 11
第二節 關係品質 17
第三節 信任 20
第四節 關係承諾 26
第五節 顧客滿意 30
第六節 轉換障礙 35
第三章 研究方法 41
第一節 研究架構 41
第二節 研究假設 42
第三節 研究變數與操作性定義 45
第四節 研究設計 48
第五節 資料分析的方法 52
第六節 信度與效度分析 54
第四章 資料分析 58
第一節 樣本基本資料與描述性統計分析 58
第二節 各研究變數之相關分析 62
第三節 關係品質之探討 65
第四節 合作關係持續性之迴歸分析 69
第五節 合作關係持續性之變異數分析 73
第五章 研究結果與建議 78
第一節 研究結論 78
第二節 管理上的涵意與建議 81
第三節 研究限制 83
第四節 未來研究方向與建議 84
參考文獻 86
附錄一:問卷 102

表目錄
表1-1 研究對象與範圍彙整 7
表2-1 合作之相關名詞與定義彙整 12
表2-2 過去與現在合作關係特質 14
表2-3 關係品質定義彙整 18
表2-4 關係品質構面彙整 19
表2-5 信任的定義彙整 22
表2-6 關係承諾的定義彙整 27
表2-7 顧客滿意的定義彙整 31
表2-8 購買過程顧客滿意的衡量構面彙整 34
表2-9 轉換障礙之衡量構面彙整 37
表3-1 本研究問卷設計彙整 51
表3-2 本研究之研究變項和衡量構面的信度值 55
表4-1 樣本成立時間、公司規模、集團化 59
表4-2 樣本與供應商合作時間 60
表4-3 研究變數之描述性統計分析 62
表4-4 各變數之Pearson相關係數矩陣 64
表4-5 信任、關係承諾與整體顧客滿意之迴歸分析 69
表4-6 合作關係持續性之迴歸分析 72
表4-7 各研究變數平均數、常態檢定和變異數同質性檢定 74
表4-8 合作關係持續性之變異數分析 77
表5-1 假設檢定結果彙整 79

圖目錄
圖1-1 戶數成長率 2
圖1-2 有線電視產業上、下游垂直關係圖 6
圖1-3 本研究之研究流程 10
圖3-1 本研究之觀念性架構 41
圖4-1 購買過程顧客滿意與整體顧客滿意關聯性架構圖 66
圖4-2 關係品質關聯性架構A圖 67
圖4-3 關係品質關聯性架構B圖 68
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