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.

Anderson, J. C., & Narus, J. A. (1990). A model of distributor firm and manufacturer firm working partnerships. Journal of marketing, 54(1), 42-58.
Ball, D., Simões Coelho, P., & Machás, A. (2004). The role of communication and trust in explaining customer loyalty. European Journal of Marketing, 38(9/10), 1272-1293. https://doi.org/10.1108/03090560410548979
Ballou, D. P., & Pazer, H. L. (1995). Designing information systems to optimize the accuracy-timeliness tradeoff. Information systems research, 6(1), 51-72.
Berry, L. L. (1983). Relationship marketing. Emerging perspectives on services marketing, 66(3), 33-47.
Brandon‐Jones, E., Squire, B., Autry, C. W., & Petersen, K. J. (2014). A contingent resource‐based perspective of supply chain resilience and robustness. Journal of Supply Chain Management, 50(3), 55-73.
Cannon‐Bowers, J. A., & Salas, E. (2001). Reflections on shared cognition. Journal of Organizational Behavior: The International Journal of Industrial, Occupational and Organizational Psychology and Behavior, 22(2), 195-202.
Carr, C. L. (2006). Reciprocity: The golden rule of IS-user service relationship quality and cooperation. Communications of the ACM, 49(6), 77-83.
Chakrabarty, S., Whitten, D., & Green, K. (2008). Understanding service quality and relationship quality in IS outsourcing: Client orientation & promotion, project management effectiveness, and the task-technology-structure fit. Journal of Computer information systems, 48(2), 1-15.
Chou, S., Chen, C.-W., & Kuo, Y.-T. (2018). Flexibility, collaboration and relationship quality in the logistics service industry. Asia pacific Journal of marketing and logistics, 30(3), 555-570. https://doi.org/10.1108/APJML-08-2017-0170
Dwivedi, A. (2015). A higher-order model of consumer brand engagement and its impact on loyalty intentions. Journal of Retailing and Consumer Services, 24, 100-109.
Dyer, J. H., & Singh, H. (1998). The relational view: Cooperative strategy and sources of interorganizational competitive advantage. Academy of management review, 23(4), 660-679.
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of marketing research, 18(1), 39-50.
Fullerton, G. (2005). The impact of brand commitment on loyalty to retail service brands. Canadian Journal of Administrative Sciences/Revue Canadienne des Sciences de l'Administration, 22(2), 97-110.
Gulati, R. (1995). Does familiarity breed trust? The implications of repeated ties for contractual choice in alliances. Academy of management journal, 38(1), 85-112.
Hennig-Thurau, T., Malthouse, E. C., Friege, C., Gensler, S., Lobschat, L., Rangaswamy, A., & Skiera, B. (2010). The impact of new media on customer relationships. Journal of service research, 13(3), 311-330.
Hudson, S., Roth, M. S., Madden, T. J., & Hudson, R. (2015). The effects of social media on emotions, brand relationship quality, and word of mouth: An empirical study of music festival attendees. Tourism management, 47, 68-76.
Jackson, B. B. (1985). Build customer relationships that last (Vol. 11). Harvard Business Review Boston, MA, USA.
Klein, B. D. (2001). User perceptions of data quality: Internet and traditional text sources. Journal of Computer information systems, 41(4), 9-15.
Kumar, N., Scheer, L. K., & Steenkamp, J.-B. E. (1995). The effects of supplier fairness on vulnerable resellers. Journal of marketing research, 32(1), 54-65.
Lee, Y. W., Strong, D. M., Kahn, B. K., & Wang, R. Y. (2002). AIMQ: a methodology for information quality assessment. Information & management, 40(2), 133-146.
Mayer, R. C., Davis, J. H., & Schoorman, F. D. (1995). An integrative model of organizational trust. Academy of management review, 20(3), 709-734.
McKnight, D. H., Choudhury, V., & Kacmar, C. (2002). Developing and validating trust measures for e-commerce: An integrative typology. Information systems research, 13(3), 334-359.
McKnight, D. H., Lankton, N. K., Nicolaou, A., & Price, J. (2017). Distinguishing the effects of B2B information quality, system quality, and service outcome quality on trust and distrust. The Journal of Strategic Information Systems, 26(2), 118-141. https://doi.org/https://doi.org/10.1016/j.jsis.2017.01.001
Moorman, C., Zaltman, G., & Deshpande, R. (1992). Relationships between providers and users of market research: The dynamics of trust within and between organizations. Journal of marketing research, 29(3), 314-328.
Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of marketing, 58(3), 20-38.
Negash, S., Ryan, T., & Igbaria, M. (2003). Quality and effectiveness in web-based customer support systems. Information & management, 40(8), 757-768.
Pipino, L. L., Lee, Y. W., & Wang, R. Y. (2002). Data quality assessment. Communications of the ACM, 45(4), 211-218.
Rather, R. A. (2019). Consequences of consumer engagement in service marketing: An empirical exploration. Journal of Global Marketing, 32(2), 116-135.
Seiders, K., Voss, G. B., Godfrey, A. L., & Grewal, D. (2007). SERVCON: development and validation of a multidimensional service convenience scale. Journal of the Academy of marketing science, 35, 144-156.
Seppänen, R., & Blomqvist, K. (2006). It is not all about trust-the role of distrust in inter-organizational relationships. Working Conference on Virtual Enterprises,
Simatupang, T. M., & Sridharan, R. (2002). The collaborative supply chain. The international journal of logistics management, 13(1), 15-30.
Smith, K. G., Carroll, S. J., & Ashford, S. J. (1995). Intra-and interorganizational cooperation: Toward a research agenda. Academy of management journal, 38(1), 7-23.
Stank, T. P., Keller, S. B., & Daugherty, P. J. (2001). Supply chain collaboration and logistical service performance. Journal of Business logistics, 22(1), 29-48.
Tate, W. L., Ellram, L. M., Schoenherr, T., & Petersen, K. J. (2014). Global competitive conditions driving the manufacturing location decision. Business Horizons, 57, 381-390.
Tyler, T. R. (1999). Why people cooperate with organizations: An identity-based perspective.
Waller, M. A., & Fawcett, S. E. (2013). Data Science, Predictive Analytics, and Big Data: A Revolution That Will Transform Supply Chain Design and Management. Journal of Business logistics, 34(2), 77-84.
Wang, R. Y., & Strong, D. M. (1996). Beyond accuracy: What data quality means to data consumers. Journal of management information systems, 12(4), 5-33.
Wang, S., & Noe, R. A. (2010). Knowledge sharing: A review and directions for future research. Human resource management review, 20(2), 115-131.