買賣關係中信任之前置因素及結果-台灣電信產業之實證研究

ANTECEDENTS AND CONSEQUENCES OF TRUST IN BUYER-SELLER RELATIONSHIPS – AN EMPIRICAL STUDY OF TAIWAN TELECOMMUNICATION INDUSTRY

蔡博宸(Po-Chen Tsai)

指導教授 ： 孫碧娟

大同大學/經營設計學院/事業經營學系所/碩士(2006年)

摘要

本研究的目的在探討電信產業中供應商對其顧客取得信任的前置因素以及買方對供應商的信任與關係持續性之關係。因此以電信產業作為研究對象，全部寄出520份問卷，回收194份，回收率37.3% (194/520)。本研究先以SPSS統計軟體進行基本資料分析與探索性因素分析，接著根據Anderson & Gerbing(1988)之two-step approach，以AMOS 5.0統計軟體進行衡量模式的驗證，再進行結構模式的驗證，結果發現：(1) 溝通與買方對供應商的信任有顯著的正向關係。(2)供應商的能力與買方對供應商的信任有顯著的正向關係。(3)供應商的衝突管理能力與買方對供應商的信任有顯著的正向關係。(4)對供應商信任與關係持續性有正向關係。
最後，本研究依據理論架構與資料分析結果提出本研究之結論與建議、研究貢獻、管理意涵、研究限制以及建議後續研究方向。

關鍵字

關係持續性 ； 信任 ； 衝突管理 ； 能力 ； 溝通

並列摘要

The objective of this research is to explore the antecedents of trust obtained from customers by suppliers and the relationship between the buyer’s trust on the supplier and continuity of relationship in the telecommunication industry. Therefore the telecommunication industry is the research object, in total of 520 questionnaire were sent and consequently 194 were returned, a response rate at 37l.3% (194/520). This research fist conduct basis data analysis and exploratory factor analysis by use of SPSS statistic software, then use AMOS 5.0 software to verify the measurement model according to two-step approach of Anderson & Gerbing(1988) and then do verification of structure model. The results indicate (1) communication has remarkably position relationship with the buyer’s trust on the supplier; (2) the supplier’s ability has remarkably position relationship with the buyer’s trust on the supplier; (3) the supplier’s ability of conflict handling has remarkably position relationship with the buyer’s trust on the supplier; (4) trust on the supplier has position relationship with continuity of relationship.
Finally, according to the theoretical structure and data analysis result, this research raise conclusion and suggestion, research contribution, managerial implication, research limitation, and suggestions for future research.

並列關鍵字

ability ； communication ； conflict handling ； continuity of relationship ； trust

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