羊乳通路成員人員信任、組織信任、組織依賴對夥伴關係與關係績效影響之研究

The Research of Interpersonal Trust, Inter-organizational Trust, Inter-organizational Dependence, and the Influence to Partnership and Relationship Performance among Goat Milk Channel Members

顏財發(Tsai-Fa Yen) ； 陳淑恩(Shwu-En Chen)

《生物與休閒事業研究》 3卷2期 (2005/12) Pp. 127-141

https://doi.org/10.30133/BLIR.200512.0003

摘要

由於羊乳市場的高度競爭與環境的快速變化，夥伴關係已成為行銷致勝關鍵。通路成員應建構有價值的夥伴關係，使其成為持久性的競爭優勢。本研究主要目的為探討羊乳通路成員中人員信任對組織信任、組織依賴、夥伴關係與關係績效的影響因素是否與理論相符。本研究利用路徑分析，探討羊乳通路成員間夥伴關係的現況與夥伴關係的影響因素，驗證夥伴關係的二個重要影響因素－信任與依賴，如何影響羊乳通路的夥伴關係。研究結果顯示，通路成員信任度高、依賴度高的合作社，其夥伴關係的維持較長久，具較好的夥伴關係與關係績效，與過去學者所做的研究結果相符。

關鍵字

信任 ； 依賴 ； 夥伴關係 ； 關係績效

並列摘要

The partnership will be the main point in success of marketing due to the high competition and the fast change in environment. The channeled members should build the valued partnership and make it become the sustainable competitive advantages. The purpose of this study was to examine the influence of personal trust to organizational trust, organizational dependence, partnership and relationship performance among the goat milk channel members if could match with the prior researches. The present situation between the goat milk channeled partnership and the influenced factors of partnership were discussed with path analysis and evident two important factors of partnership, including the trust and dependency that how to influence the goat milk channeled partnership. The results of this research present the cooperation with high trust and high dependency could keep better partnership and have better performance of relationship and the results of this research match prior researches.

並列關鍵字

Trust ； Dependence ； Partnership ； Relationship Performance