标题: | 供应商特征、关系品质对采购意图之实证研究—以电子产业为例 An empirical study of the influence of supplier characteristics and relationship quality on purchase intention — The case of electronic industry |
作者: | 吴怡频 YI-PING WU 黄仁宏 Jen-Hung Huang 管理学院管理科学学程 |
关键字: | 供应商特征;采购意图;supplier characteristic;purchase intention |
公开日期: | 2007 |
摘要: | 本研究旨在研究电子产业的买卖关系。主要是探讨供应商特征、关系品质对采购意图的影响。同时进一步采用阶层回归分析法(hierarchical multiple regression analysis)来验证转换成本对关系品质与采购意图是否存在干扰效果。本研究以电子产业为探讨对象,并透过实证研究来确认:(1)工业市场中,供应商本身的特征对买方采购意图的影响。(2)买卖关系中,供应商特征对关系品质的影响。(3)关系品质对采购意图的影响。(4)转换成本是否对关系品质与采购意图之间具有干扰作用。研究结果将有助于瞭解合作顾客在未来的购买意愿。 研究中针对96年第四季“公开资讯观测站”台湾上市、上柜、兴柜及公开发行之电子相关产业,进行问卷调查,共发出250份问卷,回收有效问卷140份,并透过信度分析、相关分析、简单回归、复回归等相关分析验证研究假说。实证分析结果为:(1)供应商特征中之产品品质、服务、销售人员专业性会正向显着影响买方的采购行为意图;而价格、销售人员相似性虽仍是正向影响买方,但对采购行为意图无显着相关。(2)供应商特征中之产品品质、服务、销售人员专业性会正向显着影响买卖双方的关系品质(信任与满意);而价格、销售人员相似性虽仍是正向影响关系品质,但对关系品质无显着相关。(3)关系品质的满意会正向显着影响买方的采购意图,但关系品质的信任对买方采购意图无显着相关。(4)转换成本对关系品质与与采购意图会产生干扰作用。 This study aims to survey the influence of supplier characteristics and relationship quality on the buyers’ purchase intention in electronic industry. Furthermore, it also examines the moderating effects of switching cost toward the correlation between relationship quality and purchase intention with hierarchical multiple regression analysis. This investigation focuses sampling on electronic industry with an empirical study to approach the following research questions: (1). whether supplier characteristics influence the buyers’ purchase intention in industrial markerts? (2). whether the supplier characteristic has influence on relationship quality in buyer-seller relationship? (3). whether relationship quality has influence on purchase intention? (4). whether switching cost causes moderating effects on the correlation between relationship quality and purchase intention? This study’s outcome can enhance our understanding of buyer purchase intention in electronic industry and help supplier to make marketing strategies to build up long-term buyer-seller relationships. A purposive sampling was chosen in the electronic industry ranging from listed, OTC, emerging, and public companies in the fouth quarter in 1996. Among the 250 questionnaires mailed, 140 valid and complete questionnaires were received and used for the quantitative analysis. The survey leads to several empirical results and findings: (1).Supplier characteristics including product quality, service and sales professionalism have positively significant influence on buyers’ purchase intention, but price and person similarity have no significant effect. (2).Supplier characteristics including product quality, service and sales professionalism have positively significant influence on relationship quality (trust and satisfaction), but price and sales similarity have no such effect. (3).The satisfaction aspect of relationship quality has positive effect on the purchase intention, but trust aspect of relationship quality has no significant influence on the purchase intension.. (4).Switching cost has moderating effects on the correlation between relationship quality and purchase intention. Finally, theoretical and managerial implications are discussed based upon research findings. Suggestions are also proposed for future research. |
URI: | http://140.113.39.130/cdrfb3/record/nctu/#GT009462531 http://hdl.handle.net/11536/82357 |
显示于类别: | Thesis |