题名

投資人關係管理－代理理論與關係行銷的觀點

并列篇名

Relational Management of Investors-Agency Theory and Relationship Marketing Approaches

DOI

10.30104/CYMR.200806.0005

作者

方世榮(Shyh-Rong Fang)；黃瓊瑤(Chiung-Yao Huang)；陳育成(Yu-Cheng Chen)

关键词

關係管理 ； 資訊透明度 ； 信任 ； 代理理論 ； 關係行銷 ； Relational Management ； Corporate Disclosure ； Trust ； Agency Theory ； Relationship marketing

期刊名称

中原企管評論

卷期/出版年月

6卷1期（2008 / 06 / 01）

页次

99 - 126

内容语文

繁體中文
中文摘要

本研究由資訊使用者角度出發，探討資本全球化與資訊科技化之潮流下，企業如何利用網站資訊揭露，管理並發展與投資人間的關係。主要驗證企業網站資訊揭露透明度認知與投資人正確投資決策認知的關聯性，以信任爲中介變數，並以本國曾經瀏覽過企業網站的個別投資人爲研究對象，且採用網路問卷的調查方式進行。研究結果發現，企業網站資訊透明度認知中的資訊時效性、公司治理層面與投資人溝通認知，皆需經由信任方能促進投資人正確投資決策的認知；而企業網站資訊透明度中的資訊便利性則可直接或間接透過信任而增強投資人正確投資決策的認知。本研究最後針對研究結論提出投資人關係管理之理論與實務意涵，以及未來研究方向。
英文摘要

The objective of this research is to examine the trust as an intervening variable between the recognition of corporate disclosure via the web site and the positive recognition of investment decision by investor. The result of this study, based on a web-questionnaire survey of investors in Taiwan, suggests that trust should be a mediating role between the relationship of corporate disclosures via the web site and the positive recognition of investment decision by investor. At last, we discuss the implications in both theory and practice of investors' relational management. Besides, we also provide some tentative indications of future research.
主题分类 社會科學 > 經濟學
社會科學 > 管理學
参考文献
  1. 吳宗昇(2006)。保謂市場？對Knorr Cetina理論的評介。政治與社會哲學評論，16，207-249。
    連結：
  2. 陳冠宙、陳育成、陳雪如(2005)。影響上市公司網站資訊透明度因子之實證。會計與公司治理，2(1)，33-59。
    連結：
  3. Amit, P.,Zott, C.(2001).Value Creation in E-Business.Strategic Management Journal,22,493-520.
  4. Anderson, N. H. (ed.)(1991).Contributions to Information Integration Theory.Hillsdale, NJ:Erlbaum.
  5. Anderson, P. H.(2001).Relationship Development and Marketing Communication: An Integrative Model.The Journal of Business and Industrial Marketing,16(3),167-182.
  6. Barnea, A.,Haugen, R. A.,Senbet, L. W.(1985).Agency Problems and Financial Contracting.Englewood Cliffs, New Jersey:Prentice-Hall Inc.
  7. Baron, R. M.,Kenny, L.A.(1986).The Moderator-Mediator Variable Distinction in Social Psychological Research: Conceptual Strategic, and Statistical Consideration.Journal of Personality and Social Psychology,51(6),1173-1182.
  8. Barr, M. A.(1984).Concerted Investor Communication Plays Important Role in Mutual to Stock Transition.New York:American Banker.
  9. Beaver, W.(1998).Financial Reporting: An Accounting Revolution.Prentice Hall.
  10. Berry, L. L.,L.G. Shostack,G.D. Upah (Eds.)(1983).Emerging Perspectives of Services Marketing.Chicago, IL:American Marketing Association.
  11. Bradach, J. L.,Eccles, R.(1989).Price, Authority and Trust: From Ideal Types to Plural Forms.Annual Review of Sociology,15,97-118.
  12. Cetina, K. K.(2003).From pipe to scope: the flow architecture of financial market.Distinktion,7,7-23.
  13. Cetina, K. K.,Bruegger, U.(2000).The market as object of attachment: exploring the postsocial relations in financial markets.Canadian Journal of Sociology,25(2),141-168.
  14. Cetina, K. K.,Bruegger, U.(2002).Inhabting technology: the global life form of financial markets.Current Sociology,50(3),389-405.
  15. Cetina, K. K.,Bruegger, U.(2002).Global microstructure: the virtual societies of financial markets.American Journal of Sociology,107(4),905-950.
  16. Cetina, K. K.,Bruegger, U.(2003).The information architecture of financial market.presented at the constance conference, inside financial markets: financial knowledge and interaction patterns in global financial markets
  17. Cetina, K. K.,Bruegger, U.(2002).Traders engagement with markets: a postsocial relationships.Theory, Culture & Society,19(5/6),161-185.
  18. Coleman, J. S.,Katz, E.,Menzel, H.(1966).Medical innovation: a diffusion study.Indianapolis:Bobbs-Merrill.
  19. Darrough, M.,Stoughton, N.(1990).Financial Disclosure Policy in An Entry Game.Journal of Accounting and Economics,12,219-243.
  20. Debreceny, R.,Rahman, A.(2005).Firm-Specific Determinants of Continuous Corporate Disclosures.The International Journal of Accounting,40(3),249-278.
  21. Doney, P. M.,Cannon. J. P.(1997).An Examination of The Nature of Trust in Buyer-Seller Relationships.Journal of Marketing,61,35-51.
  22. Dwyer, F. R.,Schurr, P. H.,Oh. S.(1987).Developing Buyer-Seller Relationships.Journal of Marketing,51,11-27.
  23. Easley, D.,O`haral M.(2004).nformation and the cost of capital.The Journal of Finance,59(4),1553-1583.
  24. Eisenhardt, K. M.(1989).Agency Theory: An Assessment and Review.Academy of Management Review,14(1),57-74.
  25. Elliot, A. L.,Schroth, R.J.(2002).How Companies Lie: Why Enron is Just the Tip of the Iceberg.London:Nicholas Brealey.
  26. Ettredge, M.,Richardson, V. J.,Scholz S.(2001).The Presentation of Financial Information at Corporate Web Sites.International Journal of Accounting Information System,2,149-168.
  27. Fang, S. R.,Chen, Y. C.,Huang, C. Y.(2007).Accounting and Finance Association of Australia and New Zealand (AFAANZ) Gold Coast.Queensland, Australia:
  28. Forker, J. J.(1992).Corporate Governance and Disclosure Quality.Accounting and Business Research,22(86),111-124.
  29. Fusaro, P. C.,Miller, R. M.(2002).What Went Wrong at Enron?.New Jersey:John Wiley and Sons.
  30. Garbarino, E.,Johnson, M. S.(1999).The Different Roles of Satisfaction, Trust, and Commitment in Customer Relationships.Journal of Marketing,63(2),70-87.
  31. Granovetter, M.,R. Swedberg (Ed.)(1992).The Sociology of Economic Life.Boulder:Westview Press.
  32. Gray, S.J.,Meek, G. M.,Roberts, C. B.(1995).International Capital Market Pressures and Voluntary Annual Report Disclosures by US and UK Multinational.Journal of International Financial Management and Accounting,6(1),45-68.
  33. Healy, P. M.,Palepu, K. G.(2001).Infomration Asymmetry, Corporate Disclosure, and The Capital Markets: A Review of The Empirical Disclosure Literature.Journal of Accounting & Economics,31,405-440.
  34. Healy, P. M.,Palepu. K. G.(1993).The Effect of Firms` Financial Disclosure Strategies on Stock Prices.Accounting Horizons,7(1),1-11.
  35. Jensen, M. C.,Meckling, W. H.(1976).Theory of The Firm: Managerial Behavior. Agency Costs and Ownership Structure.Journal of Financial Economics,13,303-360.
  36. Kogut, B.,Zander, A.(1992).Knowledge of the firm, combinative capabilities, and the replication of technology.Organization Science,3(3),383-397.
  37. Lang, M. H.,Lundholm, R. J.(1996).Corporate Disclosure Policy and Analyst Behavior.The Accounting Review,71,467-492.
  38. Lev, B.(1992).Information Disclosure Strategy.California Management Review,Summer,9-32.
  39. Luhamnn , N.(1979).Trust and Power.Chichester:Wiley.
  40. Lundholm, R.,Myers, L. A.(2002).Bringing the Future Forward: The Effect of Disclosure on The Returns-Earnings Relation.Journal of Accounting Research,40(3),809-839.
  41. Mahoney, W. F.(1991).Investor Relations-The Professional's Guide to Financial Marketing and Communications.New York:Institute of Finance Corp.
  42. Morgan, R. M.,Hunt, S. D.(1994).The Commitment-Trust Theory of Relationship Marketing.Journal of Marketing,58(3),20-38.
  43. Nooteboorn, B.,Berger, H.,Noorderhaven, N. G.(1997).Effects of Trust and Governance on Relational Risk.Academy of Management Journal,40(2),308-338.
  44. Peterson, R. M.,Lucas, G. H.(2001).What Buyers Want Most From Salespeople: A View From the Senior Level.Business Horizons,44(5),39-45.
  45. Rasmusen, E.(1994).Games and Information.Blackwell.
  46. Ring. P. S.,A. H. Van de Ven(1992).Structuring Cooperative Relationships Between Organizations.Strategic Management Journal,13,483-498.
  47. Rotter, J. B.(1980).Interpersonal Trust, Trustworthiness, and Gullibility.American Psychologist,35(1),1-7.
  48. Rousseau, D.,Sitkin, S.,Burt. R.,Camerer, C.(1998).Not So Different After All: A Cross Discipline View of Trust.Academy of Management Review,23(3),393-404.
  49. Ruland, W.,Tung, S.,George N. E.(1990).Factors Associated with The Disclosure of Managers` Forecasts.The Accounting Review,65(3),710-721.
  50. Shleifer, A.,Vishny, R. W.(1997).A Survey of Corporate Governance.The Journal of Finance,52,737-783.
  51. Smeltzer, L. R.(1997).The Meaning and Origin of Trust in Buyer-Supplier Relationships.International Journal of Purchasing and Materials,Winter,40-48.
  52. Thominen, P.(1997).Investor Relations: A Nordic School Approach.Corporate Communication,2(1),46-55.
  53. Trueman, B.(1986).Why Do Managers Voluntarily Release Earnings Forecasts.Journal of Accounting and Economies,8(1),53-71.
  54. Tuck, L.(2003).Planning for Profits.Frontline Solutions, Duluth,4(4),13-16.
  55. Verrecchia, R.(1983).Discretionary Disclosure.Journal of Accounting and Economics,5,179-194.
  56. Wakefield, R. L.(2002).Using The Internet to Enhance CPA Service Quality.Ohic CPA Journal,61(3),56-57.
  57. Zaheer, A.,McEvily, B.,Porrone, V.(1998).Dose trust matter? Exploring the effects of interorganizational and interpersonal trust on performance.Organization Science,9,141-158.
  58. Zucker, L. G.(1986).Production of Trust: Institutional Sources of Economic Structure 1840-1920.Research in Organizational Behavior,8,53-111.
  59. 方世榮譯(2005)。關係行銷。五南出版社。
  60. 吳宗昇、高承恕(2003)。2003年台灣社會學年會。政治大學。
  61. 鄭丁旺(2002)。談財務資訊之透明化。會計研究月刊，200，12。
  62. 賴春田(2005)。從資訊評鑑看資訊揭霽對企業的影響。資誠通訊
  63. 謝劍平(2003)。財務管理－新觀念與本上化。台北:智勝文化。
被引用次数
  1. 黃瓊瑤、張瑞元、林金賢(2012)。環境揭露與財務績效關聯性─盈餘管理之調節效果。輔仁管理評論，19(3)，27-54。
print cancel