關係認知、關係態度及關係行為之關聯性的探討

Abstract

由於資訊科技的發展、全球化的趨勢及高度的環境不確定性，使企業面臨前所未有的挑戰，企業間的關係也因而轉變，惟有藉由密切的合作才能共生共榮，並達到雙贏的目的。本研究認為合作夥伴在選擇與其他企業建立夥伴關係時，必先考量合作成員彼此在關鍵要素上的認知程度（即雙方之適配性），進而探索彼此關係態度之發展並從事長期關係之建立活動。準此，本研究旨在建構一個「認知－態度－行為」的整合模式，並進一步探究合作成員在關係認知、關係態度及關係行為三者之關聯，以及關係行為對於關係績效之影響。研究結果發現，關係認知對於關係態度有顯著的正向影響；關係認知與關係態度也分別對關係行為產生正向的影響；但關係認知及關係態度對於專屬性投資的影響並不顯著。最後，關係行為則會對關係績效產生正面的影響。

Due to the fact that recent highly developed information technology (IT), rapidly growing globalization, as well as vastly changing environment have given rise to remarkable challenge facing all business entities, the inter-firm relationship has gradually transformed from the interplay of rivals to that of comrades. In order to compete and sustain in the business environment, the corporations need to closely cooperate with each other. Only by exploring mutual benefits and potential markets together and sharing each other's knowledge and information, can the corporations stay competitive and work toward the win-win ideal. This research holds the stand that, while establishing the business partnership it is necessarily important for the involved parties to first consider the level of mutual understanding on several key issues to each other, namely, to evaluate in advance the fitness of match before considering to build a long term relationship with each other. In this study, we construct an inclusive 'perception-attitude-behavior' model, exploring among cooperative members the connections between the 3 elements-relationship perception, relationship attitude, and relationship behavior, together with the impact of relationship behavior on relationship performance. Our research result shows that the relationship perception has positive effect on relationship attitude, and that both relationship perception and relationship have positive effect on relationship behavior. In addition, the effect of relationship perception and relationship attitude on specific investment are not obvious. Lastly, relationship behavior has positive effect on relationship performance.