通路權力對關係承諾的影響─以信任為中介影響變數

Abstract

本研究主要在探討在中國的通路環境中，中國企業顧客所使用的通路權力如何影響台灣製造商的信任，進而導致影響台灣製造商的關係承諾，並著重探討信任在通路權力與關係承諾之間的中介效果。本研究以非強制型通路權力（專家權、參照權、合法權、獎賞權）及強制型通路權力做為通路權力的變數，影響信任，進而影響關係承諾。本研究希望透過討論中國企業顧客與台灣製造商之間關係品質的建立，進一步提出增加通路成員之間關係品質的策略，以增加通路效率。 本研究以在中國的台灣製造商做為探討對象，以驗證所建議的研究模型。本研究採便利抽樣，回收問卷共35份，有效問卷共計32份。信度與效度分析結果顯示，所有的研究變數皆達有效、一致的程度。 研究結果發現，在中國，中國企業顧客的參照權、獎賞權對台灣製造商的信任有正向的影響；台灣製造商對其直接下游的中國企業顧客的信任對台灣製造商的關係承諾有正面影響。另一方面，通路權力中的參照權與獎賞權對關係承諾之影響效果必須間接經由信任，信任扮演完全中介的角色。

The goal of this study is to investigate how the channel power implemented by China local firms downstream the supply chain affects the trust of Taiwanese manufacturers in the upstream along the supply chain, and the effect of trust on relationship commitment of Taiwanese manufacturers in China’s industry context. In this study, the mediation effect of trust between channel power and relationship commitment is also explored. The independent research variables include non-coercive channel power (expert power, reference power, legitimate power, reward power) and coercive channel power implemented by China local firms. The study hypothesizes that these independent variables influence trust of Taiwanese suppliers directly and in turn their relationship commitment indirectly through their trust on China local firms. This study tries to investigate the effect of relationship quality (trust and relationship commitment) of Taiwanese suppliers, and then provides suggestions for China local firms and Taiwanese suppliers as well. To test against the proposed research model, 400 copies of questionnaire in total were distributed to Taiwanese suppliers in China. Amongst the 35 questionnaires returned, 32 are effective. The result from the analysis on the reliability and validity of the questionnaire showed that all research variables are valid and consistent. The regression analysis results showed that the referent power and reward power implemented by China local firms have significant positive effects on trust of Taiwanese suppliers, and their trust significantly influences their relationship. On the other hand, trust plays a complete mediator role between referent power and relationship commitment, and between reward power and relationship commitment.