組織採購決策因素之研究－以大中國地區電子連接器產業為例

Organizational Buying Decision Factors-an Empirical Study of Electronic Connector Industry

唐瓔璋(Ying-Chan Tang) ； 吳敏華(Min-Hua Wu) ； 林佳慧(Chia-Hui Lin) ； 宋建宏(Chien-Hung Sung)

《行銷評論》 6卷4期 (2009/12) Pp. 501-527

https://doi.org/10.29931/MR.200912.0002

摘要

工業購買行為中，採購成本通常佔總成本的最大宗，對企業之經營成效具有關鍵性影響，本研究藉由電子連接器產業之採購活動，瞭解採購過程中影響決策的因素，並分析該項因素與採購決策的關係。經由問卷調查，以典型相關分析回收問卷後，提出資訊不確定性、市場情境、和組織規劃對於採購決策的影響，研究結果發現：(1)當廠商對採購不確定性的掌控程度愈高，來自供應商的資訊愈齊全，則採購決策程度愈高；(2)廠商與客戶之間關係愈良好、採購重要性愈高、更換供應商的轉換成本愈高，採購決策程度愈高；(3)廠商對採購程序之控制及未來規劃愈趨完善，採購決策程度愈高。本研究並依實證結果提出實務界制定行銷策略之建議。

關鍵字

工業購買行爲,組織採購,採購決策

並列摘要

In industrial buyer behavior, the procurement cost usually takes up the largest part of total cost and is very critical to the enterprises' performance. The purpose of this research is to understand the underlying decision factors by probing into the procurement activity of the electronic connector industry, and to analyze the procurement decision-making structure. The result shows that three factors: informational uncertainty, market situation, and organizational planning influence the organizational buying decision. In addition, the empirical findings shows that the control of uncertainty, customer relationship, importance of buying, switching cost, and the control and future scheme have a positively impact on procurement decision. Finally, suggestions based on these findings are proposed.

並列關鍵字

industrial buyer behavior ； organizational buying ； procurement

參考文獻

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