工業客戶轉換供應商意圖之影響因素實證研究–以台灣電子業為例

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顏于翔(Yu-Shiang Yen) 查詢紙本館藏

畢業系所

企業管理學系

論文名稱

工業客戶轉換供應商意圖之影響因素實證研究–以台灣電子業為例
(Antecedents of Industrial Customers’ Supplier Switching Intentions – An Empirical Study on Taiwanese Electronic Industry)

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摘要(中)

本論文主要在探討在企業對企業的環境中，顧客轉換供應商意圖之影響因素，論文包括二個部份：研究一及研究二。
既有研究鮮少檢驗工業客戶轉換供應商意圖之影響因素，特別是替代供應商吸引力的影響，研究一之貢獻即在提出一因果模型以銜接此研究缺口。本模型以260份收集自台灣電子廠商的問卷進行檢定，測量模型之評估及假設檢定則採用結構方程模式，研究結果顯示有效溝通與顧客滿意會顯著正向影響顧客信賴，顧客信賴則對顧客的轉換意圖有負向影響，顧客滿意降低會直接提高轉換意圖；另外，替代供應商吸引力會負向影響顧客滿意，並正向影響轉換意圖。
即使近期研究多確認轉換成本為轉換供應商意圖之影響因素，研究二提出一模型以分析供應商提供客製化服務意願、有效溝通與顧客信賴對於轉換成本之影響，而此為先前研究所忽略之議題。研究資料為281份收集自台灣電子廠商的問卷，研究結果顯示顧客信賴會正向影響轉換成本，供應商提供客製化服務意願則是透過顧客信賴間接影響轉換成本；另外，有效溝通對顧客信賴與轉換成本均有正向影響。

摘要(英)

The dissertation explores the issues on the antecedents of customers’ supplier switching intention in a business-to-business context. There were two parts included in this dissertation—study 1 and study 2.
Few studies have examined the drivers of supplier switching intention in industrial customers, particularly in relation to the alternative attractiveness effect. The contribution of study 1 lies in bridging this research gap, and presents a causal model. This model is tested using 260 questionnaires collected from Taiwanese electronics firms. Structural equation modeling techniques were applied for measurement model assessment and hypothesis testing. The findings reveal that effective communication and customer satisfaction significantly and positively impact customer trust, which has negative effect on customer switching intention. Reduced customer satisfaction directly increases switching intention. Furthermore, alternative attractiveness negatively affects customer satisfaction and positively influences switching intention.
While recent research increasingly recognizes switching cost as a driver of supplier switching intention, study 2 proposes a model to analyze the influences of perceived supplier’s willingness of customization, effective communication, and trust on switching cost, which issues previous study neglects. Research data of 281 questionnaires are collected from electronics firms in Taiwan. Results show that trust positively influences perceived switching costs. The perceived willingness of a supplier to customize for a buyer can indirectly impact perceived switching costs by way of trust toward the supplier. Furthermore, effective communication has a positive influence on trust and perceived switching costs.
Finally, implications of the findings and suggestions for future research are discussed.

關鍵字(中)

★ 替代供應商吸引力
★ 信賴
★ 溝通
★ 滿意
★ 客製化
★ 轉換意圖

關鍵字(英)

★ Switching intention
★ Customization
★ Alternative attractiveness
★ Satisfaction
★ Communication
★ Trust

論文目次

CONTENTS
Page
ACKNOWLEDGMENTS I
論文摘要 II
ABSTRACT III
LIST OF FIGURE VIII
LIST OF TABLES IX
CHAPTER 1 INTRODUCTION 1
1.1 Research background and motivations 1
1.2 Research purposes and contributions 4
1.3 Dissertation structure 5
CHAPTER 2 LITERATURE REVIEW AND RESEARCH HYPOTHESES DEVELOPMENT 7
2.1 Literature Review 7
2.2 Hypothesis development of study 1 11
2.2.1 Relationship between effective communication and trust 12
2.2.2 Relationship between satisfaction and trust 12
2.2.3 Relationship between satisfaction and intention to switch suppliers 13
2.2.4 Relationship between trust and intention to switch suppliers 15
2.2.5 Relationship between alternative attractiveness and satisfaction 16
2.2.6 Relationship between alternative attractiveness and intention to
switch supplier 17
2.2.7 Conceptual model of study 1 18
2.3 Hypothesis development of study 2 19
2.3.1 The impact of perceived supplier’s willingness to customize on trust 19
2.3.2 The impact of perceived supplier’s willingness to customize on
perceived switching costs 21
2.3.3 The impact of effective communication on trust 21
2.3.4 The impact of effective communication on perceived switching costs 22
2.3.5 The impact of trust on perceived switching costs 23
2.3.6 Conceptual model of study 2 24
CHAPTER 3 RESEARCH METHODOLOGY 25
3.1 Study 1 25
3.1.1 Measurement development 25
3.1.2 Research setting, sample and data collection 26
3.2 Study 2 27
3.2.1 Measurement development 27
3.2.2 Research setting, sample and data collection 27
CHAPTER 4 DATA ANALYSIS AND RESULTS 29
4.1 Study 1 29
4.1.1 Measurement accuracy analysis 29
4.1.2 Research model fit assessment 31
4.1.3 Results of hypothesis test 32
4.2 Study 2 34
4.2.1 Measurement accuracy analysis 34
4.2.2 Research model fit assessment 35
4.2.3 Results of hypothesis test 36
CHAPTER 5 CONCLUSIONS 37
5.1 Research discussion 37
5.2 Managerial implications 39
5.3 Research limitations and suggestions 42
REFERENCES 44
APPENDIX. QUESTIONNAIRE ITEMS ……………………………68

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指導教授

洪德俊(Der-Juinn Horng)

審核日期

2009-7-16

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