蔬果供應鏈成員合作意願影響機制之研究：關係行銷觀點

Abstract

本研究以關係行銷的觀點，並採用「關係承諾-信任」理論的架構，探討國內進口生鮮蔬果供應鏈成員，對於合作意願的影響因素。雖然進口生鮮蔬果供應鏈成員合作的機制與運作品質，關乎穩定國內市場生鮮蔬果需求與確保食品安全，但過往文獻卻較少有此方面的研究。因此本研究以批發商為主體，透過實證研究，除了探討生鮮蔬果供應鏈成員的合作機制，也提供關係行銷領域後續學術研究的文獻參考。本研究的研究結果顯示，北部地區的批發商對進口商的信任、關係承諾與合作意願，相較南區呈顯著負向影響。另外，北部地區批發商對合作關係十年以下的進口商，相較合作二十年以上的批發商也呈顯著負向影響。經由階層迴歸分析的進一步檢定分析，信心利益與共享價值對信任有顯著正向影響，社交利益與信任則對關係承諾有顯著正向影響，信任與關係承諾則對合作意願有顯著正向影響。本研究的結論基本符合關係行銷的「關係承諾-信任」理論，即關係承諾與信任是重要的研究變數，顯著正向影響合作意願。

This study is from perspective of relationship marketing. And apply the framework of"commitment-trust" theory of relationship marketing to explore cooperative intention influencing mechanism between fruits and vegetables supply chain members. Although the mechanism and operational quality of cooperation in fresh produce supply chain is critical due to it is related to food security and food safety, there have been few studies about this topic in the past. Therefore, we focus on distributors in the wholesale market as subject in this study. Not only investigate cooperative intention influencing mechanism between fruits and vegetables supply chain members, but also provide the reference for the further study related relationship marketing.The data analyzed results of this study showed that compared southern region, distributors in northern region have a significant negative correlation on the trust, commitment and cooperate intention with importers. In addition compared southern region, distributors in the northern region also have a significant negative correlation on importers who have a cooperative experience less than 10 years. Through the further statistical test of hierarchical regression analysis, confidence benefit and shared value have a significant positive correlation on trust. Social benefit and trust have a significant positive correlation on relationship commitment. And trust and relationship commitment have a significant positive correlation on cooperative intention. The conclusion of this study is basically in accord with the"commitment-trust" theory of relationship marketing. That is, trust and relationship commitment are key variables, which have significantly positive correlation on cooperative intentions.