- 學位論文
供應商資訊分享意願與資訊品質對客戶合作意願影響之研究：關係行銷觀點
A Study on the Impact of Supplier Information Sharing and Information Quality on Customers’ Willingness to Cooperate: A Relationship Marketing Perspective
摘要
在高度全球化及電子商務發展的商業環境下，如何增加供應商對客戶的價值，讓客戶不願意輕易更換供應商，是所有供應方經營者所努力的目標。但過往供應鏈管理相關文獻較少探討供應商的資訊分享價值，因此本研究透過關係行銷的觀點，探討供應商資訊分享意願與資訊品質對客戶的價值及透過何種機制影響客戶合作意願。 本研究透過問卷設計，對企業中具有採購決策權之人員發送電子問卷，回收問卷資料後分別以資訊分享意願、資訊品質、信任、關係承諾與合作意願為變數作迴歸分析進行假說檢定。研究結果顯示，供應商資訊分享意願對顧客廠商的信任有正向顯著影響，供應商資訊分享意願對顧客廠商的關係承諾有正向顯著影響，供應商資訊品質對顧客廠商的信任有正向顯著影響；也如同大部分的研究，信任對關係承諾有正向顯著的影響，信任與關係承諾對客戶的合作意願有顯著正向的影響。而供應商資訊分享意願與資訊品質則是透過信任與關係承諾作為中介機制對客戶合作意願產生影響。
並列摘要
In a highly globalized and e-commerce driven business environment, how to increase the value that suppliers provide to customers so that customers are unwilling to easily switch suppliers is the goal that all supply-side operators strive for. However, past literature related to supply chain management has explored less about the value of information sharing by suppliers. Therefore, from the perspective of relationship marketing, this study explores the willingness of suppliers to share information, the quality of information, and the value to customers, as well as through what mechanisms these factors influence customers' willingness to cooperate. This study used a questionnaire design and sent electronic questionnaires to personnel in enterprises with purchasing decision-making authority. After recovering the questionnaire data, regression analysis was performed to test the hypotheses using supplier information sharing willingness, information quality, trust, relationship commitment, and willingness to cooperate as variables. The research results show that the supplier's willingness to share information has a significant positive impact on the customer's trust in the supplier, and the supplier's willingness to share information has a significant positive impact on the customer's relationship commitment. The quality of supplier information has a significant positive impact on the customer's trust. As with most studies, trust has a significant positive impact on relationship commitment, and trust and relationship commitment have a significant positive impact on the customer's willingness to cooperate. The supplier's willingness to share information and information quality affect the customer's willingness to cooperate through the mediating mechanisms of trust and relationship commitment.