心理距離、夥伴關係成因、特徵與合作程度之研究：以大陸市場買方夥伴關係爲例

Psychic Distance, Causes for Creation of Partnership, and Its Features and Cooperative Degree: An Empirical Research on Buyer Partnership in China

吳壽進(Sou-Chin Wu) ； 方文昌(Wen-Chang Fang)

《商管科技季刊》 9卷3期 (2008/09) Pp. 315-348

https://doi.org/10.30083/CMQ.200809.0003

摘要

本研究將關係行銷之理論延伸至國際化之議題，結合心理距離、夥伴關係成因、特徵探討買方夥伴關係。藉由問卷進行調查現階段台灣企業與大陸當地顧客、經銷通路間之合作關係與程度。回收有效問卷111份，經迴歸分析結果發現：策略重要性是形成大陸買方夥伴關係之主要原因，而心理距離則會負面影響買方夥伴之合作關係。進一步經由層級迴歸分析，策略重要性於心理距離與合作程度之間具有中介效果，特別是台商知覺到大陸市場通路之策略重要性愈高，會降低其心理距離對夥伴合作程度之負面影響；而在大陸買方夥伴關係之發展歷程中，信任、資訊分享對策略重要性與合作程度之間具有中介效果，使得策略重要性對夥伴關係之影響，隨著信任、資訊分享程度愈高，雙方合作程度也將更爲緊密。

關鍵字

心理距離 ； 策略重要性 ； 買方夥伴關係

並列摘要

This paper examines the factors that are involved in the implementation of the Relationship Marketing theory in international markets. By transferring the RM theory from a domestic to an international context, various factors that may help or impede the development (or establishment) of cross-cultural business relationships have thus emerged. We, therefore, focus on the following analysis: how does ”psychic distance” as such cast certain impacts on the forming of buyer partnership in question? Under this consideration comes the second question: what would be other significant elements in creating such partnerships? Finally, what are possible features that help define them? The hypotheses are tested by using data collected from 111 businesses in Taiwan. Our empirical results indicate that strategy importance is the primary cause of the buyer partnership in China, but psychic distance has negative influence on buyer partnership. Furthermore, strategy importance acts as an important mediator between psychic distance and cooperative degree of partnership. Specifically, the negative relationship between psychic distance and cooperative degree of partnership is weakened by strategy importance. Finally, we find that trust and information sharing mediates the influences of antecedent partnership actions (strategy importance) on partnership performance (cooperative degree).

並列關鍵字

Psychic distance ； Strategy importance ； Buyer partnership

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