監督與激勵對關係品質及經銷商行為意向之影響—以資訊設備之代理經銷為例

The Impacts of Monitoring and Incentives on Relationship Quality and Distributors’ Behavior Intention — An Empirical Study of Information Equipment Distributors

張思怡(Szu-Yi Chang)

指導教授 ： 賴子珍 ； 陳怡之

元智大學/管理學院/企業管理學系/碩士(2009年)

摘要

隨著企業經營的競爭日益激烈，追求與通路間良好的關係品質以提升原廠企業競爭力，已為原厰所面臨的一大議題，經由監督與激勵策略組合的執行，有助於改善原廠與經銷商之間的關係品質，促使經銷商形成良好的行為意向，有助於改善合作關係與提升經營績效。因此，本研究希望藉由探討監督與激勵的推動，改善原廠與經銷商之間的關係品質以及經銷商的行為意向，幫助原廠提升競爭優勢，提升雙方的合作績效。

本文旨在探討監督與激勵對關係品質及行為意向之影響，並驗證經銷商企業屬性是否會對監督、激勵、關係品質及行為意向的認知產生差異性。本研究首先參考國內、外學者提出的監督、激勵、關係品質與行為意向之相關文獻，再依據資訊設備產業現況，歸納出常見的監督與激勵策略，並採行多位學者提出的關係品質指標—信任與承諾，作為關係品質的衡量準則，再將行為意向分為正面行為意向和負面行為意向兩部份，參考PZB行為意向量表，修改為符合本研究之問項，作為衡量行為意向之準則。

本研究之研究對象以台灣地區資訊設備產業之經銷商為主，問卷調查對象以現任職於資訊設備經銷商，並且與特定資訊設備原廠有經常性往來之員工。經研究分析之後，發現企業屬性不同的經銷商，對於監督、激勵、關係品質與行為意向的認知有所差異；監督與激勵策略確實有助於信任與承諾的改善；而信任程度較高的經銷商，對原廠有較高的正面行為意向，對負面行為意向則無影響，承諾程度較高的經銷商，對原廠有較高的正面行為意向和較低的負面行為意向。因此本研究建議國內資訊設備原廠在經營通路關係時，宜以長久合作的觀點來經營通路關係，應針對企業屬性不同的經銷商，了解其不同的需求，規劃符合需求的監督與激勵策略組合，利用監督與激勵機制的相互結合，改善其與通路經銷商之間的關係品質，促使經銷商對原廠有良好的信任與承諾認知，提升經銷商的忠誠度與付出等正面行為意向，降低經銷商的轉移與外部回應等負面行為意向，進而提升合作績效。

關鍵字

監督 ； 激勵 ； 關係品質 ； 行為意向

並列摘要

As enterprises competition become dratstic, pursuing good relationship quality with channels to enhance the competency has been an important issue of original manufacturers. It is helping improve the relationship quality between original manufacturers and distributors through monitoring and incentive strategies; improve distributors’ good behavior intention by relationship quality. Therefore, the study is going to improve the relationship quality between original manufacturer and distributors as well as behavior intention of distributors, helping original manufacture enhance competitive advantage and cooperation performance of each other.
The thesis probes the impacts of monitoring and incentives on the relationship quality and behavior intention, and verifying if the proerties of distributors business generate differences from perception of monitoring, incentive, relationship quality and behavior intention. After referring to scholars’ literature about monitoring, incentive, relationship quality and behavior intention, the thesis induces common monitoring and incentive strategy according to the nowadays information equipment industry condition. It adopts relationship quality index that brought up by several scholars- trust and commitment, as the evaluation standard of relationship quality. The thesis divides behavior intention into two parts, positive behavior intention and negative behavior intention, and refers to PZB behavior intention qutionnare, modifying it fit in with the question of the study as well as the evaluation standard of behavior intention.
The study chooses the distributors of information equipment industry in Taiwan as the mainly study objects. The object of questionnaire is mainly the empoloyees who are employed in the information equipment distributors and often contact with the specified information equipment manufacturers. After the research and analysis, it is dicoverd that the distributors with different business properties have different perceptions of monitoring, incentive, relationship quality and behavior intention. Monitoring and incentive strategies are indeed helpfur improve the trust and commitment. However, the distributors with higher trust have higher positive behavior intention to the original manufacturer, but have no effect of negative behavior intention. Those who have higher commitment have higher positive behavior intention to the original manufacturer as well as lower negative behavior intention. Therefore, the study suggests that when information equipment manufacturers manage the relationship of channels, it is better to mange them by a long term relationships. The equipment manufacturers should plan monitoring and incentives according to the different requirement and different business properties, taking advantage of combination of monitoring and incentive mechanisms to improve the relationship quality between channel distributors and original manufacturers, make the distributors have higher trust and commitment perceptions, enhance the positive behavior intentions such as loyalty and pay, reduce the negative behavior intentions such as the exchange and external responding of the distributors and enhance the result of cooperation.

並列關鍵字

Monitoring ； Incentives ； Relationshpip Quality ； Behavior Intention

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