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題名:供應鏈關係之個案研究-信任、承諾、採購意圖與合作意圖之應用
作者:王瑞麟
作者(外文):Jui-Lin Wang
校院名稱:中興大學
系所名稱:企業管理學系所
指導教授:郭如秀
杜蕙生
學位類別:博士
出版日期:2012
主題關鍵詞:產銷供應鏈關係信任承諾採購意圖合作意圖Supply Chain RelationshipTrustCommitmentPurchase IntentionCooperation Intention
原始連結:連回原系統網址new window
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因應2002 年WTO的台灣入會及2010年後兩岸ECFA關稅限制的解除,為鞏固台灣零售市場的產銷供應鏈關係行銷研究更顯具重要性。因此本研究為深入瞭解台灣民生用品製造業的產銷供應鏈關係對台灣零售通路成員採購意圖與合作意圖之影響,乃藉由製造商與產銷供應鏈關係特性與信任、承諾等前置變數之檢測,發展供應鏈通路採購與合作決策在產銷供應鏈關係的因果分析研究。
本研究主要以問卷調查法收集資料,針對台灣地區之「量販通路」、「全聯社通路」、「一般超市通路」、「醫療特殊通路」與「直銷禮品通路」的零售經銷通路成員,以分層抽樣法選取北部1(五股)、北部2(竹北)、中部(台中)、南部1(嘉義)、南部2(高雄)全省五大經銷市場區域的「5類通路」的零售經銷通路成員。研究方法採結構方程式探討各變項之間的關係,並以LISREL 8.72軟體及SPSS 13.0 迴歸分析驗證研究假設。
檢視個案企業實務與相關行銷文獻後,發現製造商與產銷供應鏈關係特性、經銷業者涉入關係之信任與承諾變數對通路成員採購意圖與合作意圖有所相關。因此本研究藉由提出的結構方程式量化研究與通路質化訪談分析加以驗證,探討製造商與產銷供應鏈關係特性、經銷業者涉入關係之信任與承諾變數對通路成員採購意圖與合作意圖等變項之通路決策分析關係。經由研究實證結果,本論文乃具體提供「台灣民生用品製造企業」對照其產銷供應鏈關係對區域零售經銷通路成員採購意圖與合作意圖研究之影響,同時亦能為「台灣民生用品製造業」之產銷供應鏈結構在通路成員關係行銷開啟一個研究方向。
關鍵詞:產銷供應鏈關係、信任、承諾、採購意圖、合作意圖
This paper sheds light on the Supply Chain Relationship of organizational behavior study in a Taiwan Retail Market. Specially, it examines the influence of some Business-to-Business Marketing Purchase and Cooperation activities on the channel member behavior factor’s perception. We develop the channel Purchase Intention and Cooperation Intention framework to explain the influence level of channel member behavior factors in a Taiwan Retail Market. Factors considered include Supply Chain Relationship model’s factors such as Supply Chain Relationship, Trust, and Commitment.
We analyzed the statistic population of all chain retail store in Taiwan toothpaste consumption area for the study. This research is trying to construct a Purchase Intention and Cooperation Intention model related Trust and Commitment theory by using the integration method of structure equation model (SEM) technique ,from the literature review studies due to their inherent assumptions and methods.
Research result also indicated that this channel Trust and Commitment mediation from causal Supply Chain Relationship factors can provide the key way to promote the Business-to-Business Marketing Purchase Intention and Cooperation Intention.This channel Marketing Purchase Intention and Cooperation Intention system can also be used as a channel decision diagnosis system for channel members in the supply chain organization relationship, providing clues for further channel performance promotion and channel modernization .
Keywords:Supply Chain Relationship; Trust;Commitment;Purchase Intention;Cooperation Intention
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