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研究生: 王柏泰
Wang, Po-Tai
論文名稱: 供應商資訊分享意願與資訊品質對客戶合作意願影響之研究:關係行銷觀點
A Study on the Impact of Supplier Information Sharing and Information Quality on Customers’ Willingness to Cooperate: A Relationship Marketing Perspective
指導教授: 周世玉
Chou, Shih-Yu
口試委員: 周世玉
Chou, Shih-Yu
蔡明志
Tsai, Ming-Chih
施人英
Shih, Jen-Ying
口試日期: 2024/02/26
學位類別: 碩士
Master
系所名稱: 高階經理人企業管理碩士在職專班(EMBA)
Executive Master of Business Administration
論文出版年: 2024
畢業學年度: 112
語文別: 中文
論文頁數: 42
中文關鍵詞: 資訊品質資訊分享意願信任關係承諾合作意願關係行銷
英文關鍵詞: Information quality, willingness to share information, trust, relationship commitment, willingness to cooperate, relationship marketing
DOI URL: http://doi.org/10.6345/NTNU202400549
論文種類: 學術論文
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  • 在高度全球化及電子商務發展的商業環境下,如何增加供應商對客戶的價值,讓客戶不願意輕易更換供應商,是所有供應方經營者所努力的目標。但過往供應鏈管理相關文獻較少探討供應商的資訊分享價值,因此本研究透過關係行銷的觀點,探討供應商資訊分享意願與資訊品質對客戶的價值及透過何種機制影響客戶合作意願。
    本研究透過問卷設計,對企業中具有採購決策權之人員發送電子問卷,回收問卷資料後分別以資訊分享意願、資訊品質、信任、關係承諾與合作意願為變數作迴歸分析進行假說檢定。研究結果顯示,供應商資訊分享意願對顧客廠商的信任有正向顯著影響,供應商資訊分享意願對顧客廠商的關係承諾有正向顯著影響,供應商資訊品質對顧客廠商的信任有正向顯著影響;也如同大部分的研究,信任對關係承諾有正向顯著的影響,信任與關係承諾對客戶的合作意願有顯著正向的影響。而供應商資訊分享意願與資訊品質則是透過信任與關係承諾作為中介機制對客戶合作意願產生影響。

    In a highly globalized and e-commerce driven business environment, how to increase the value that suppliers provide to customers so that customers are unwilling to easily switch suppliers is the goal that all supply-side operators strive for. However, past literature related to supply chain management has explored less about the value of information sharing by suppliers. Therefore, from the perspective of relationship marketing, this study explores the willingness of suppliers to share information, the quality of information, and the value to customers, as well as through what mechanisms these factors influence customers' willingness to cooperate.

    This study used a questionnaire design and sent electronic questionnaires to personnel in enterprises with purchasing decision-making authority. After recovering the questionnaire data, regression analysis was performed to test the hypotheses using supplier information sharing willingness, information quality, trust, relationship commitment, and willingness to cooperate as variables. The research results show that the supplier's willingness to share information has a significant positive impact on the customer's trust in the supplier, and the supplier's willingness to share information has a significant positive impact on the customer's relationship commitment. The quality of supplier information has a significant positive impact on the customer's trust. As with most studies, trust has a significant positive impact on relationship commitment, and trust and relationship commitment have a significant positive impact on the customer's willingness to cooperate. The supplier's willingness to share information and information quality affect the customer's willingness to cooperate through the mediating mechanisms of trust and relationship commitment.

    第一章 緒論 1 第一節 研究背景與動機 1 第二節 研究問題與目的 2 第三節 研究流程 2 第二章 文獻探討與研究假說推導 5 第一節 供應鏈管理與關係行銷 5 第二節 資訊品質 7 第三節 資訊分享意願 8 第四節 信任與關係承諾 9 第五節 合作意願 12 第三章 研究方法 14 第一節 研究架構與研究變數衡量 14 第二節 問卷設計與問卷調查計劃 18 第三節 資料分析方法 19 第四章 資料分析 20 第一節 樣本結構分析 20 第二節 敘述統計分析 22 第三節 變數測量的信度與效度分析 23 第四節 研究假說之檢定 26 第五章 結論與建議 32 第一節 研究結果彙總 32 第二節 管理意涵 33 第三節 研究限制與未來研究建議 35 參考文獻 36 附錄:問卷 39

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