供應商特徵對買方採購行為意圖之探討—以紙器供應商為例

THE IMPACTS OF SUPPLIER CHARACTERISTICS ON BUYER PURCHASE BEHAVIOR INTENTION： ON THE CASE OF CORRUGATED CONTAINER SUPPLIER

李丕松(PI-SUNG LEE)

指導教授 ： 邱光輝

國立臺北大學/商學院/企業管理學系/碩士(2009年)

摘要

台灣的紙器供應商林立大小規模不一，在國內市場相互激烈競爭，目前的市場需求是處於飽和狀態，甚至供過於求。瞭解買方如何看待供應商的特徵條件如產品品質、價格、服務及企業形象，再加入關係品質因素來研究買方知覺感受到賣方所產生的影響，來探討供應商特徵對買方採購行為意圖的影響。
本研究針對台灣上市、上櫃、興櫃以及有需使用紙器包裝之各產業公司，進行問卷調查，總共收集有效問卷118份。資料數據經由統計SPSS進行假說檢定分析，實證分析結果為：
1.供應商特徵會正向影響買方採購行為意圖。
2.供應商特徵會正向影響買方關係品質之信任。
3.供應商特徵會正向影響買方關係品質之滿意。
4.供應商關係品質之信任與滿意會正向影響買方採購行為意圖。
本研究結果望有助於紙器供應商瞭解買方所重視之供應商特徵及關係品質之因素，以利於雙方企業間進一步建立長期合作的買賣關係。

關鍵字

組織採購行為 ； 供應商特徵 ； 關係品質 ； 行為意圖

並列摘要

There are lots of corrugated container suppliers with various business sizes competing in Taiwan market. This makes the market so saturated or even over-supplied. This research is to understand how supplier characteristics such as product quality, price, service, and corporate image impact buyer’s thoughts, then couple with factor of relationship quality to study how buyer’s perception is influenced by the supplier, and eventually to explore the impacts of supplier characteristics on buyer purchase behavior intention.
A purposive sampling was made among listed, OTC, emerging companies from various industries and others who have needs of corrugated container in Taiwan. Data was collected through questionnaires issue to those chosen companies and 118 were effective. Data was analyzed and concluded as follows through the SPSS statistical software’s hypothesis testing:
1 Supplier characteristics positively impacts buyer’s purchase behavior intent
2 Supplier characteristics positively impact the trust of relationship quality with buyer.
3 Supplier characteristics positively impact the satisfaction of relationship quality with buyer.
4 The trust and satisfaction of relationship quality of supplier positively impacts the intention of the buyer purchasing behavior intent.
The results of this study were expected to help corrugated container suppliers understand the supplier characteristics and the relationship quality that buyers respect the most and facilitate further cooperation and long-term relationship.

並列關鍵字

organizational buying behavior ； supplier characteristics ； relationship quality ； behavior intent

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