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系統識別號 U0002-2806201116240700
中文論文名稱 通路權力與通路滿意之關聯-溝通、信任、承諾之中介角色
英文論文名稱 The Relationships of Channel Power and Dealer Satisfaction-Mediating effect of Communication,Trust, and Commitment
校院名稱 淡江大學
系所名稱(中) 企業管理學系碩士在職專班
系所名稱(英) Department of Business Administration
學年度 99
學期 2
出版年 100
研究生中文姓名 何煥廷
研究生英文姓名 Huan-Ting Ho
學號 798610076
學位類別 碩士
語文別 中文
口試日期 2011-06-04
論文頁數 83頁
口試委員 指導教授-吳坤山
委員-張巧真
委員-李月華
中文關鍵字 通路權力  溝通  信任  承諾  通路滿意  結構方程模式 
英文關鍵字 Channel Power  Communication  Trust  Commitment  Structure Equation Modeling(SEM) 
學科別分類 學科別社會科學管理學
中文摘要 過去許多的研究顯示,在現今複雜多變的經營環境中,企業未來所面臨的競爭型態,不再是企業與企業彼此間的競爭,而是為因應產業全球化的趨勢,所逐漸形成通路對通路的競爭。緣此,本論文主要目的在探討通路權力、關係品質(溝通、信任、承諾)與通路滿意之間的關聯性,並以食品產業為研究對象。本研究總計發放400份問卷,有效回收樣本數為260份,有效樣本回收率為65%。透過敘述性統計、因素分析、信度分析、效度分析、相關分析及SEM結構方程模型檢定,其主要研究結果如下:
一、非強制性權力對通路商的溝通具有顯著之正向影響。
二、非強制性權力對通路商的承諾具有顯著之正向影響。
三、溝通對通路信任具有顯著之正向影響。
四、通路信任對承諾具有顯著之正向影響。
五、供應商的溝通對通路商的經濟滿意及非經濟滿意具有顯著之正向影響。
六、供應商的承諾對通路商的經濟滿意及非經濟滿意具有顯著之正向影響。
英文摘要 In the past research, the competition in the future of enterprises, enterprise and enterprise competition between each other no longer, for because of in conformity with trend that industry globalizes, have already changed into channel to channel of competition. This main purpose of this thesis is to investigate into relationships among channel power, relationship quality (communication, trust, commitment), and dealer satisfaction, and regard food industry of information as the research object.
The studied population is dealers in Taiwan. The samples were deciede by the purposive sampling method. This study contains 260 valid samples for performing descriptive statistics, factor analysis, reliability analysis, validity analysis, correlation analysis, and structural equation modeling (SEM). After the empirical research, the major findings as follows:
1. The non-coercive power has a positive impact on the dealer’s communication.
2. The non-coercive power has a positive impact on the dealer’s commitment.
3. Communication has a positive impact on trust.
4. Trust has a positive impact on commitment.
5. The greater the manufacturer’s communication, the greater the economic satisfaction and non-economic satisfaction of the distributor.
6. The greater the distributor’s commitment to the manufacturer, the greater his economic satisfaction and non-economic satisfaction.
論文目次 目錄.................................................... I
表次.................................................... II
圖次.................................................... III
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
  第三節 研究流程..................................... 4
第二章 文獻探討......................................... 5
  第一節 通路權力理論................................. 5
  第二節 通路溝通..................................... 12
  第三節 通路信任..................................... 13
  第四節 承諾......................................... 15
  第五節 通路滿意..................................... 17
  第六節 研究變項間關聯性探討......................... 18
第三章 研究設計......................................... 24
  第一節 研究架構..................................... 24
  第二節 研究假說..................................... 25
  第三節 研究變項之定義與衡量......................... 26
  第四節 研究對象與範圍............................... 31
  第五節 資料分析方法................................. 32
第四章 實證分析結果.................................. 34
  第一節  前測分析.................................. 34
  第二節  樣本結構分析.............................. 37
  第三節  信度分析.................................. 39
  第四節  因素性分析................................ 40
  第五節  研究變項之因果關係........................ 43
  第六節  中介效果分析.............................. 51
第五章 結論與建議.................................... 57
  第一節  研究結論.................................. 57
  第二節  管理意涵.................................. 59
  第三節  研究限制.................................. 60
  第四節  後續研究建議.............................. 60
參考文獻................................................ 62
附錄一  前測問卷...................................... 78
附錄二  正式問卷...................................... 81

表次
表 2- 1 權力類型的彙整比較............................... 9
表 3- 1 通路權力之構面及題項.............................. 27
表 3- 2 溝通、信任與承諾之構面及題項....................... 28
表 3- 3 通路滿意之構面及題項.............................. 29
表 4- 1 前測樣本特性...................................... 34
表 4- 2 前測資料信度分析.................................. 35
表 4- 3 正式樣本特性...................................... 38
表 4- 4 各研究構面之信度分析表............................ 39
表 4- 5 研究構面之收斂效度表.............................. 41
表 4- 6 區別效度表........................................ 42
表 4- 7 研究構面之因果模式配適度摘要...................... 44
表 4- 8 研究模型路徑結果表................................ 47
表 4- 9 各研究構面之效果分析.............................. 50
表 4- 10 非強制性權力-溝通-經濟滿意之中介效果分析之中介效果彙整表.......................................... 52
表 4- 11 非強制性權力-承諾-經濟滿意之中介效果分析之中介效果彙整表.......................................... 53
表 4- 12 非強制性權力-溝通-非經濟滿意之中介效果分析之中介效果彙整表........................................ 54
表 4- 13 非強制性權力-承諾-非經濟滿意之中介效果分析之中介效果彙整表........................................ 55

圖次
圖 1- 1 研究流程.......................................... 4
圖 2- 1 權力分類模型...................................... 11
圖 3- 1 研究架構.......................................... 24
圖 2- 1 權力分類模型...................................... 15
圖 3- 1 研究架構.......................................... 31
圖 2- 1 權力分類模型...................................... 15
圖 3- 1 研究架構.......................................... 31
圖 4- 1 結構模式.......................................... 45
圖 4- 2 本研究模式之路徑分析圖............................ 46
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