| 摘要: | Abstract
This research investigates the effect of Confucian principles on joint action, through a mediating role of guanxi dynamics in a seller and buyer dyad. More specifically, the influence of core Confucian principles including ren (benevolence), yi (righteousness), li (propriety), zhi (wisdom), and xin (trustworthiness) on guanxi dynamics of mianzi (face), renqing (favor), ganqing (emotion), and xinren (trust) are examined. This research also explores the relationships among guanxi components, as well as the important effects of xinren and zhi on joint action. Partial least squares (PLS) is employed to analyze the survey data collected from Taiwanese firms. The results show that core Confucian principles significantly affect guanxi dynamics and joint action. Specifically, sellers’ yi and li influence buyers’ renqing and mianzi, respectively. Both sellers’ ren and xin affect buyers’ xinren. Sellers’ ren also influences buyers’ ganqing. Moreover, sellers’ zhi positively affects buyers’ joint action. In the domain of guanxi, the findings reveal that sellers’ mianzi affects their renqing which in turn influence their ganqing. Similarly, buyers’ ganqing toward sellers positively influences their xinren. Importantly, when the xinren of buyers with sellers is established, it will lead to a desirable joint action outcome. Based on the findings presented, theoretical and managerial implications are drawn
Key words: Marketing channels, Confucian principles, Guanxi, Joint action, China
摘要
本篇研究在探討儒家的五常應用在合作關係上，透過銷售方和購買方兩方的”關係”傳達，更具體地來說，去探討儒家思想中的核心價值仁、義、禮、智和信如何影響”關係”傳達上的面子、人情、感情和信任，此研究也討論了"關係”內各面向之間的關係，以及信任和智在合作關係上的效果，以偏最小二乘法來分析作為樣本的台灣公司。本文結果顯示儒家的核心價值五常對”關係”的各面向和合作關係上有顯著的影響，具體的來說，銷售方的義和禮會分別影響購買方的人情和面子，然而銷售方的仁和信皆會影響購買方的信任。銷售方的仁也會影響購買方的感情，此外，銷售方的智正面影響了購買方的合作關係。在關係這塊領域中，我們發現銷售方的面子會影響他們的人情，而人情進而會影響到他們的感情，相似的，購買方的感情也傾向正面影響和銷售方的信任，更重要的是，當購買方和銷售方之間已經有了互相的信任，那麼將會使得雙方達到一個理想的產出結果。根據發現的結果，來應用理論和管理上的意義。
關鍵字: 行銷通路，五常，關係，合作關係，中國 |
