本研究主要目的在於(1)結合交易成本理論與社會交換理論觀點,建構包含關係學習、關係信任與關係績效之整合性模式、(2)確認在夥伴關係中,如何促進關係學習、關係信任與關係績效,以及(3)探討關係績效是否受到關係學習與關係信任互動效果的影響。本研究以多層次傳銷商上、下線配對的方式蒐集了668份有效問卷,並以結構方程模式(SEM)驗證所建立的模式之配適度,以及研究假設。研究發現:(1)本研究建構之整合性關係學習模式具良好配適度,適用於多層次傳銷業。(2)關係學習、關係信任與關係績效受到其前因之影響,改善前因可促進夥伴關係。(3)在多層次傳銷業中,關係信任之隱藏成本是不存在的。本研究依據上述發現提出具體的理論與實務意涵,以及後續研究建議。
This study addresses three research purposes: (1) submitting an integrated relationship learning model based on theoretical concepts from transaction cost theory and social exchange theory; (2) identifying how relationship learning, relationship trust and relationship performance can be promoted; ( 3 ) exploring whether relationship performance is affected by the interaction between relationship learning and relationship trust. The mode is tested using a sample of 668 upline-downline relationship dyads identified in multi-level marketing industry. Structural Equation Modeling (SEM) is applied to test the research hypotheses. The findings are summarized al follows:(1)the proposed integrated relationship learning model fits multi-level marketing industry;(2) relationship learning, relationship trust and relationship performance are affected by the antecedents, and the partners’ relationship performance can be promoted by reforming the antecedents;(3)no evidence shows existence of hidden costs of high levels of trust in multi-level marketing industry. Theoretical and managerial implications, and suggestions for further studies are presented in final session.