跨國間買家與賣家交換關係之「合夥行為」前置因素的研究;Antecedents of Joint Action in Cross-border Buyer-Seller Exchanges

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Title:	跨國間買家與賣家交換關係之「合夥行為」前置因素的研究;Antecedents of Joint Action in Cross-border Buyer-Seller Exchanges
Authors:	夏締青;Shadab,Mohammad
Contributors:	企業管理研究所
Keywords:	跨通路溝通;信任;滿意度;合夥行為;心理距離;inter-channel communication;psychic distance;joint action;satisfaction;trust
Date:	2012-06-19
Issue Date:	2012-09-11 19:01:05 (UTC+8)
Publisher:	國立中央大學
Abstract:	「合夥行為」，即使作為關係間交換的關鍵要素，卻不常見於國際行銷通路的文獻上。因此，跨國關係間交換的決定要素並不廣為了解。本論文由「合夥行為」此一觀點出發，研究在跨國行銷通路間交換的關係上，行銷通路間的「溝通」在促進買家參與「合夥行為」中，所扮演的腳色。本文特別研究「溝通頻率」和「雙向溝通」對「合夥行為」的間接影響效果。在本論文中，兩個關係的變數，亦即：「信任」和「滿意度」，則為以上關係之中介變數。本論文的理論基礎主要是採用並延伸「社會滲透理論」作為研究理論基礎。由於「心理距離」在跨國界的交換中扮演一個非常重要的概念，本論文因此提出並驗證「心理距離」在以上研究的調節效果。本論文以Partial Least Squares（PLS）分析所蒐集之台灣進口商的問卷資料，結果發現，「信任」和「滿意度」扮演「溝通頻率」與「雙向溝通」和「合夥行為」關係間的完全中介效果之腳色。本論文也證實「心理距離」具反向的調節影響。「心理距離」負向地調節了「溝通頻率」對「信任」和「滿意度」的效果；同樣的，「心理距離」也負向地調節了「雙向溝通」對「信任」和「滿意度」的效果。然而，「心理距離」並不會阻礙中介變數與「合夥行為」間的關係。本論文利用「關係長度」之三方交互作用的事後分析結果指出，關係本身並不會縮減「心理距離」的負向效果。本論文強化如何鼓勵在不同文化之買家與賣家的「合夥行為」之理論見解，並觀察到兩個尚待研究的領域：「合夥行為」和「跨文化溝通」。本論文藉由「社會滲透理論」為基礎，引進一項新的概念性基礎，以闡述如何以「溝通」建立跨國行銷通路間之關係。Joint action, despite being a key element of relational exchanges has largely been ignored in the international channel literature. Consequently, not much is known about the determinants of joint action in cross-border exchanges. In view of this, the thesis investigates the role of inter-channel communication in motivating importers for joint action in cross-border channel exchange relationships. Specifically, the thesis investigates the indirect effect of communication frequency and bi-directional communication on joint action. Two relational variables, trust and satisfaction, are proposed as the relational mediators in the relationship between inter-channel communication and joint action. The thesis employs and extends the Social Penetration Theory as the theoretical foundation of the research. The thesis also proposes and examines the moderating effect of psychic distance, a crucial aspect of cross-border exchanges. Using partial least squares (PLS) for the analysis of the survey data collected from Taiwanese importers, the findings reveal that trust and satisfaction mediate the relationships between frequent and bi-directional communication and joint action. The thesis also confirms the detrimental moderating impact of psychic distance. It is found that psychic distance negatively moderates the effect of communication frequency on trust and satisfaction. Similar negative impact of psychic distance is also observed on the effect of bi-directional communication on trust and satisfaction. However, psychic distance does not hinder the relationships between the relational mediators and joint action. The post-hoc analysis results of the three-way interaction effect of relationship length suggest that relationship length plays no role in minimizing the negative effects of psychic distance. The research provides insights into two under-researched areas, i.e., joint action and inter-cultural communication, and advances theoretical understanding on how to encourage joint action in culturally distinct suppliers and importers. By employing the social penetration theory, the thesis introduces a new conceptual basis to study and develop the understanding on how communication can build cross-border channel relationships.
Appears in Collections:	[Graduate Institute of Business Administration] Electronic Thesis & Dissertation

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