- 期刊
蔬果供應鏈成員合作意願影響機制之研究：關係行銷觀點
A Study on the Cooperative Intention Influencing Mechanism between Fruits and Vegetables Supply Chain Members: Relationship Marketing Perspective
摘要
本研究目的旨在探討國內進口生鮮蔬果供應鏈成員，對於合作意願的影響因素。進口生鮮蔬果供應鏈成員合作的機制與運作品質，為穩定國內市場生鮮蔬果供應與關乎食品安全的重要議題。本研究以關係行銷的觀點，採用「關係承諾－信任」理論的架構，以批發商為主體，透過問卷調查共回收54份有效問卷，進行統計分析。資料分析結果發現，蔬果批發商對進口商的信任受到信心利益及共享價值顯著影響，但社交利益對信任的影響卻不如預期顯著；而蔬果批發商對進口商的關係承諾受到社交利益及信任顯著影響，但信心利益、特殊待遇利益及共享價值對關係承諾的影響卻未達統計顯著。批發商合作意願則如預期，受到信任與關係承諾顯著影響。此研究發現的意涵對於進口商而言，一方面應該要側重專業能力加強及信守承諾，以增強批發商的信任，同時也應訴求雙方共同價值觀而加強彼此的信任；另一方面則可增強與批發商的社交往來，同時提升進口業務專業能力、考慮批發商在意的進口蔬果品質和成本的實際面，以提高批發商的關係依賴程度。如此，則可期待批發商合作意願的進一步提升。
並列摘要
This study aimed to investigate the mechanism influencing cooperative intentions among members of the fruits and vegetables supply chain, employing the "commitment-trust" theory in relationship marketing. The mechanism of cooperation among supply chain members and operational quality are highly related to market supply and food safety. Focusing on wholesalers, we collected 54 valid questionnaires and conducted a statistical analysis of the data. The findings of our analysis revealed a significant positive correlation between the trust of wholesalers in importers and confidence benefits and shared values. However, the correlation between social benefits and trust was not significant. Moreover, the relationship commitment of wholesalers to importers demonstrated a significant positive correlation with social benefit and trust. Interestingly, confidence benefits, special treatment benefits, and shared values exhibited no significant correlation with relationship commitment. As expected, trust and relationship commitment showed a significant positive correlation with the cooperative intentions of wholesalers. The implications of this study suggest that importers should prioritize enhancing professional capabilities and maintaining commitments to bolster the trust of wholesalers. Simultaneously, importers should emphasize shared values with wholesalers to strengthen trust on both sides. Additionally, fostering social relationships and improving importing capabilities, while considering the quality and cost of fresh vegetables and fruits, can enhance the relationship dependence of wholesalers. Consequently, the cooperative intentions of wholesalers are likely to increase.