我國有色肉雞產業在面對加入世界貿易組織及原物料價格高漲的衝擊下,供應鏈上的契約合作變成產業生存的重要性策略。本研究之研究目的為探討台灣南部地區有色肉雞產業養雞業者與契約廠商間之通路權力、非強制影響策略、夥伴關係、及通路績效的因果關係,以改善產業之夥伴關係與通路績效。 本研究以台灣南部地區有色肉雞產業的103位養雞業者的調查資料,利用SPSS10.0與LISREL8.7等軟體,進行結構方程模式(Structural Equation Model;SEM)之實證分析,檢定各構面因果關係之六個假設。本研究發現,非強制性權力對非強制影響策略、夥伴關係,及通路績效三者,皆有顯著性的正向影響;而非強制影響策略的使用多寡與夥伴關係的好壞二者,皆會顯著地影響通路績效。
As the broiler industry in Taiwan facing the impacts of Taiwan’s joining World Trade Organization (WTO) and the increase of raw material prices, contracted cooperation becomes an important strategy to survive. The research goal is to investigate the causation among the power, non-coercive influence strategy, relationship strength, and performance between the feeders and the contractors of the colorful broilers industry in the south Taiwan. After the personal interview with the feeders in the south Taiwan, 103 samples are effectively abtained. A structural equation model (SEM) was adopted for the empirical analysis of the causation of channel power, influence strategy, channel relationships, and channel performance by the Programs of SPSS10.0 and LISREL8.7. The analysis results that the non-coercive power has significantly positive influences on the non-coercive influence strategy, relationship strength, and performance, respectively. In the industrial channel, the performance is significantly affected by the use of non-coercive influence strategy and the change in relationship strength.