直銷系絡下人情、關係對關係承諾與組織承諾之影響

An Investigation on the Impacts of Renqing and Guanxi on Direct Selling Distributor Relationship and Organizational Commitment

賴鳳儀(Fong-Yi Lai) ； 林順利(Shun-Lee Lin)

《直銷管理評論》 1卷1期 (2007/09) Pp. 27-51

https://doi.org/10.6201/DSMR.2007.1(1).02

摘要

人情與關係是華人社會中特殊的人際文化資產，人情也常被視為華人人際互動中的重要資源及行為的準則，而關係更常被當作一種建立良好人際互動的重要管道。人情與關係在華人經濟活動中扮演重要的角色，在以人際網絡拓展的直銷業更是如此。本研究主要探討人情與關係對直銷業成員的組織承諾與關係承諾的影響，針對台灣33家直銷公司的企業型直銷商為樣本進行問卷調查，發放問卷500份，共回收341份有效問卷。主要研究發現為：（一）、人情對關係具有顯著影響效果。（二）、關係在人情對組織承諾的影響上不具中介影響效果。（三）、情感性關係在人情對關係承諾間具部分中介效果；工具性關係在人情對關係承諾間具有負向的中介效果。（四）、關係承諾在關係與組織承諾間不具中介效果。

關鍵字

人情 ； 關係 ； 組織承諾 ； 關係承諾

並列摘要

Renqing and guanxi are special inter-personal cultural assets in Chinese society. Renqing often is important both as resources while interacting with others, and as behavior guidelines. Guanxi is considered an important channel to successful inter-personal interactions. Being the foundations for Chinese economic activities, renqing and guanxi are key factors to the success of direct selling, since its development nature is based on relation network development. This study intends to examine effects of renqing and guanxi on direct selling distributor's relationship and organizational commitment. In total 341 valid questionnaires are collected from 33 Taiwanese direct selling companies. Major findings are as following: (1). Renqing positively affect guanxi. (2). Guanxi type does not have mediating effect between renqing and organizational commitment. (3). Affective guanxi type mediates the effect between renqing and relationship commitment. (4). Guanxi type has no mediating effect between relationship commitment and organizational commitment.

並列關鍵字

Renqing ； Guanxi ； Relationship Commitment ； Organizational Commitment