華人「關係」品質與長期導向關係之研究－以某直銷公司為例

A Study of Relationships between Chinese Guanxi Quality and Long-term Orientation: A Multi-level Marketing Company as an Example

祝道松(Dauw-Song Zhu) ； 陳俋綱(Yi-Kang Chen) ； 張書華 (Shu-Hua Chang) ； 郭銘忠(Min-Jon Kuo)

《直銷管理評論》 2卷1期 (2014/12) Pp. 61-84

摘要

近年來關係行銷已成為行銷領域重要的研究議題，強調維持穩定的關係交換以發展雙方對彼此的長期承諾，由於維繫舊顧客的成本遠低於開發新顧客，因此企業無不致力於投資具有潛在價值的顧客。對直銷產業而言，從業人員亦是企業廣義的顧客，以直接銷售為通路的產品推廣方式尤其注重雙方的關係交換。這種建立在人際互動上的行銷方式深受文化脈絡的影響，因此整個運作機制都以華人「關係」（Chinese Guanxi）為基礎，關係的穩固與長久性跟直銷事業體的業績息息相關。然而，學者指出僅有少數研究探討華人「關係」品質在直銷情境下的發展歷程，及其對關係延續性之影響。本研究聚焦在多層次傳銷業背景，試圖探討華人「關係」品質的發展機制與長期導向之間的關係，如何維繫與延續企業跟顧客雙方的關係交換。根據問卷調查，作者以台灣近年來發展最為快速的直銷公司收集327份有效問卷，並應用結構方程模式分析本研究提出的假設，研究結果顯示：1.根據Yen, Barnes, and Wang（2011）提出華人「關係」品質（感情、人情與信任，GRX）之概念，本研究確認「關係」品質各構念之間的動態結構。首先，情感信任（Affective Trust）與認知信任（CognitiveTrust）為「關係」品質的發展基礎，同時情感信任與認知信任分別正向影響感情（Ganqing），而雙方培養的感情會累積成人情（Renqing），使感情正向影響人情。2.在華人文化脈絡之下，信任乃立基於情感信任，進而衍生出認知信任，換句話說，情感信任與認知信任之間為正向關係。3.「關係」品質使雙方的「關係」能夠維繫，長期導向則代表「關係」之延續性。直銷從業人員藉由延伸好的「關係」品質，使累積而來的人情能提高雙方對於長期導向的知覺。研究意涵與貢獻在結論中加以闡述。

關鍵字

「關係」 ； 情感信任 ； 認知信任 ； 感情 ； 人情 ； 長期導向

並列摘要

Over the last two decades, relationship marketing has become an important field in the marketing research. It emphasizes on maintaining a fixed relations exchange to develop a mutual long-term commitment of the two parties. Since the cost of maintain an existing customer is much lower than it of developing a new one, enterprises are strive for investing in the customer who have the potential value. For the direct selling industry, the employees are also a generalized customer for enterprise. It is particular emphasis on the relationship between exchange partners based on the way to promote product by using direct selling channel. Such marketing build on interpersonal interaction was influenced by the cultural context; therefore, the whole operation mechanisms are based on the Chinese guanxi. The stability and longevity of the relationship is closely related to the performance of direct selling enterprises. However, scholars have pointed out that only a small number of researches to discuss the development mechanisms of Chinese guanxi quality under direct selling contexts as well as its impact on the continuity of the relationship. This study focuses on the multi-level marketing industry and attempt to explore the relationship between development mechanism of Chinese guanxi quality and long-term orientation. By doing so, it can provide the perspective about how to maintain and extend relations exchange between enterprise and customers. According to the questionnaire survey, the most rapid growth Taiwanese direct selling company in recent years was selected to collect 327 valid questionnaires and perform the structural equation modeling to analyze hypotheses. The results show that: 1) According to Yen, Barnes, and Wang (2011) proposed the concept of the Chinese guanxi quality (Ganqing, Renqing, and Xinren, GRX), this study confirm its structural relationship. The affective trust and cognitive trust are two fundamental elements for the development of the guanxi quality. Furthermore, affective trust and cognitive trust will positive affect ganqing simultaneously, and cultivate ganqing between the two parties will be cumulate renqing. In short, ganqing positive influence on renqing. 2) Under the Chinese cultural context, trust is based on affective trust in turn to become cognitive trust. In other words, there have a positive relationship between affective trust and cognitive trust. 3) Guanxi quality can maintain the relationship of both sides; a long-term orientation represents the continuity of the guanxi. By extending a good guanxi quality, the cumulative renqing can enhance the perception of long-term orientation. The research implications and contributions will provide in the conclusion.

並列關鍵字

Guanxi ； Affective Trust ； Cognitive Trust ； Ganqing ； Renqing ； Long-term Orientation