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題名:電腦中介溝通能力與專業倫理對加盟關係之影響:資訊透明度之干擾效果
作者:呂佳茹 引用關係
作者(外文):Chia-Ju Lu
校院名稱:國立中正大學
系所名稱:企業管理所
指導教授:何雍慶
盧龍泉
學位類別:博士
出版日期:2007
主題關鍵詞:專業倫理電腦中介溝通加盟資訊透明度承諾信任commitmentinformation transparencytrustcomputer mediated communicationprofessional ethicsfranchising
原始連結:連回原系統網址new window
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網際網路不但改變了人與人之間的關係,對於企業組織而言,新興的電腦中介溝通媒介所特有的電腦網路溝通特性,也將帶給組織溝通更多選擇的方式。本研究擬以加盟者(franchisee)的觀點探討電腦中介溝通能力及專業倫理如何影響加盟總部及加盟者間相互的信任感,進而影響繼續合作的承諾。除此之外,資訊的透明程度,在雙方的互動過程中是否有干擾的效果,而影響信任的程度,亦是欲探討的課題。
本研究係以台灣四大連鎖加盟便利商店為樣本,採用之研究方法為整合個案深度訪談及現場調查法,或稱之為三角驗證法(triangulation),針對本研究依據理論所發展之概念性模式及研究假說進行驗證,首先經由個案深度訪談結果修改概念性模式及研究假說,再利用調查研究法以結構模式分析法(Structural Equation Modeling, SEM)針對回收之問卷,進行資料分析與模式驗證。
依文獻及理論基礎所推導之架構模式,其變數可分為因變數、中間變數、自變數與干擾變數四個部分,模式中之自變數為總部的「電腦中介溝通能力」與「專業倫理」等兩個影響變數;模式中之中間變數為「信任」;而本研究模式之因變數為「加盟關係」,以「承諾」來衡量。根據深度訪談之結果,「專業倫理」構念,增加了一個「誠實」構面。
由SEM及迴歸分析之檢定結果發現,電腦中介溝通能力對信任是具有正面之影響;專業倫理對於彼此間的信任亦具正面的影響;除此之外,加盟者之信任與承諾是有正面的影響關係。最後,在加盟者與總部的互動過程中,資訊透明度對電腦中介溝通能力與雙方之信任感具有負向的干擾效果;而資訊透明度對專業倫理與信任感間則不具有干擾效果。
本研究在理論方面之貢獻,主要貢獻包括:(1)將電腦中介溝通之理論模式與關係行銷相結合並應用於加盟體系上;(2)找出專屬於加盟體系下便利商店之專業倫理構面。本研究在實務方面的貢獻,包括:(1)總部電腦中介溝通能力之再提升;(2) 了解加盟者對專業倫理內容之重視,提供總部做為處理加盟者事務之參考。
Information technology has not only changed interpersonal relationships but also provided different patterns for organizing communications. With the rapidly changing environment and limited resources, franchising is regarded as the best choice for starting a business. Because it has multiple independent franchisees, it is difficult to manage the franchisor-franchisee relationship. To maintain a high quality of products and services with homogeneous brand images, trust plays a crucial role in franchise relationships.
Considering the views of franchisees, this study explores the impact of CMC (computer mediated communication) and professional ethics on trusts and commitments between franchisees and franchisors. In addition, this study focuses on information transparency moderating the franchising relationship, especially on CMC ability and professional ethics to trust.
This study uses a trust-commitment theory (Morgan and Hunt, 1994) for its research model. In addition, it also uses a triangulation research method to verify the research model. The research model is initially derived from this revised trust-commitment theory using multiple-case interviews. Then the survey verifies the revised research model with 137 franchisees samples from four top convenience store franchising systems in Taiwan in order to examine the determinants of trust and commitment.
According to SEM (Structural Equation Modeling) analyses, results indicate professional ethics (honest, integrity and benevolence) had positive influences in a franchisees’ trust. In addition, CMC was an important and positive determinant in a franchisees’ trust. Significantly, trust had a positive influence in a franchisees’ commitment including normative, continuance and affective commitment. Furthermore, moderating effects of information transparency between CMC and trust for the others were significant. However, information transparency had no moderating effect in professional ethics.
The main conclusion of this study for academia was to apply related CMC theories and relationship marketing to explore franchising relationships. Additionally, the most important factors of professional ethics in convenience store franchise systems were honesty, integrity and respect. Practically speaking, headquarter managers of a franchisor should improve and promote CMC ability for both franchisees and franchisor. It was also important to consider professional ethics when developing policy in franchise systems and dealing with franchisees to ensure its success.
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