買賣關係中信任之前置因素與結果－台灣電信產業之實證研究

Antecedents and Consequences of Trust in Buyer-Seller Relationships-An Empirical Study of Taiwan Telecommunication Industry

10.29931/MR.200609.0004

孫碧娟(Pi-Chuan Sun)；蔡博宸(Jerry Tsai)

信任 ； 溝通 ； 能力 ； 衝突管理 ； 關係持續性 ； Trust ； Communication ； Competence Conflict Handling ； Continuity of Relationship

行銷評論

3卷3期（2006 / 09 / 01）

333 - 347

繁體中文

隨著3G時代之來臨，新的行動電話業者加入〈威寶電信、亞太電信〉及現有廠商的合併〈遠傳併和信、台灣大哥大併東信及泛亞〉，加值服務技術不斷創新，手機產品生命週期縮短，使得各行動電話系統業者為了降低成本、強化其競爭力，紛紛要求其供應商提供更低的成本、更高的價值。因此，在電信相關產業中，供應商應如何建立並提升信任以維持買賣關係，乃為本研究之主要動機。對關係交易具有高度信任，能使交易雙方重視此項關係的長期利益(Ganesan, 1994)進而提升競爭力與降低交易成本(Noordewier, John and Nevin, 1990)。因此，本研究以關係行銷研究中之重要構念—信任作為研究主體，探討電信產業中影響信任的前置因素以及對關係持續性的影響。根據過去文獻整理出影響買方信任之三項特性，溝通、能力及衝突管理，並以台灣電信產業為對象，從買方的角度進行分析；針對194份有效問卷進行結構模式驗證，結果發現信任確實影響買賣雙方關係的持續，而且溝通、能力及衝突管理確實影響買方對供應商的信任程度。

The emerging of 3G system, the increasing number of new entry, the trend of merging (for example, Far Eastone acquiring KGT, Taiwan Mobile acquiring MOBITAI and Transasia), the constant innovation of value-added and the shortened product lifecycle have further intensified competition in the Telecommunication industry. In the highly competitive market, firm requests its suppliers for lower cost and higher value in order to strengthen the competitiveness. Thus, how the sub-suppliers and suppliers establish and enhance trust to maintain buyer-seller relationship in the telecommunication industry initiates the motivation to investigate this subject. Relationship with high trust eases both parties to pay importance on the long-term interests of this relationship (Ganesan, 1994) and then further to enhance competitiveness and to reduce transaction cost (Noordewier, John and Nevin, 1990). Therefore, this research takes trust, which is the important element in relationship marketing study, as the main issue to discuss the antecedents of trust and its influence on continuity of relationship in the telecommunication industry. According to the literature review, this research summarizes three characteristics of trust, including communication, competence and conflict handling, to construct research model. The conceptual model is empirically tested using cross-sectional survey data, based on the administration of mail questionnaires to key informants within a sample of 194 firms of Telecommunication industry in Taiwan. It is found that communication, competence and conflict handling positively influence the buyer's trust in the suppliers and trust positively influences the continuity of relationship.

1. Andaleeb, S.S.(1992).The Trust Concept: Research Issues for Channels of Distribution.Research in Marketing,11,1-34.
2. Anderson, E.,B. Weitz(1989).Determinants of Continuity in Conventional Industrial Channel Dyads.Marketing Science,8(4),310-323.
3. Anderson, J.C.,B.W. Gerbing(1988).Structural Equation Modling in Practice: A Review and Recommended Two-Step Approach.Psychological Bulletin,103,411-423.
4. Anderson, J.E.,J.A. Narus(1990).A Model of Distributor Firm an Manufacturer Firm Working Partnerships.Journal of Marketing,54,42-58.
5. Bell, G.G.,R.J. Oppenheimer,A. Bastien(2002).Trust Deterioration in an International Buyer-Supplier Relationships.Journal of Business Ethics,36,65-78.
6. Coulter, K.S.,R.A. Coulter(2003).The Effects of Industry Knowledge on The Development of Trust in Service Relationships.International Journal of Research in Marketing,31-43.
7. Doney, P.M.,J.P. Cannon(1997).An Examination of the Nature of Trust in Buyer-Seller Relationships.Journal of Marketing,61,35-51.
8. Dwyer, F.R.,P.H. Schurr,S. Oh(1987).Developing Buyer-Seller Relationships.Journal of Marketing,51(2),11-27.
9. Foster, B.D.,J.W. Cadogan(2000).Relationship Selling and Customer Loyalty: an Empirical Investigation.Marketing Intelligence & Planning,18(4),185-199.
10. Friman, M.,T. Grling,B. Millett,J. Mattsson,R. Johnston(2002).An Analysis of International Business-to-Business Relationships Based on the Commitment-Trust Theory.Industrial Marketing Management,31,403-409.
11. Ganesan, S.(1994).Determinants of Long-Term Orientation in Buyer-Seller Relationships.Journal of Marketing,58,1-19.
12. Johnson, J.T.,H.C. Barksdale Jr,J.S. Boles(2003).Factors Associated with Customer Willingness to Refer Leads to Salespeople.Journal of Business Research,56,257-263.
13. Kale, P.,H. Singh,H. Perlmutter(2000).Learning and Protection of Proprietary Assets in Strategic Alliances: Building Relational Capital.Strategic Management Journal,21,217-237.
14. Kennedy, M.S.,L.K. Ferrell,D.T. Leclair(2001).Consumers Trust of Salesperson and Manufacturer: An Empirical Study.Journal of Business Research,51(1),73-86.
15. Kumar, N.,L.K. Scheer,J.-B.E.M. Steenkamp(1995).The Effects of Supplier Fairness on Vulnerable Resellers.Journal of Marketing Research,32,54-65.
16. Mohr, J.,R. Spekman(1994).Characteristics of Partnership Success: Partnership Attributes, Communication Behavior, and Conflict Resolution Techniques.Strategic Management Journal,15,135-152.
17. Mohr, J.J.,J.R. Nevin(1990).Communication Strategies in Marketing Channels: A Theoretical Perspective.Journal of Marketing,50,36-51.
18. Moorman, C.,R. Deshpande,G. Zaltman(1992).Relationships Between Providers and Users of Market Research: The Dynamics of Trust Within and Between Organizations.Journal of Marketing Research,29,314-328.
19. Morgan, R.M.,S.D. Hunt(1994).The Commitment-Trust Theory of Relationship Marketing.Journal of Marketing,58(3),20-38.
20. Noordewier, Tomas G.,G. John,John. R. Nevin(1990).Performance Outcomes of Purchasing Arrangements in Industrial Buyer-Vendor Relationships.Journal of Marketing,54,80-93.
21. Perez, P.M.,A.M. Sanchez(2001).Supplier Relations and Flexibility in Spanish Automotive Industry.Supply Chain Management,6(1),29-38.
22. Ravald, A.,C. Gronroos(1996).The Value Concept and Relationship Marketing.European Journal of Marketing,30(2),19-30.
23. Ruyter, Ko de.,L. Moorman,J. Lemmink(2001).Antecedents of Commitment and Trust in Customer-Supplier Relationships in High Technology Markets.Industrial Marketing Management,30,271-286.
24. Selnes, F.(1999).Antecedents and Consequences of Trust and Satisfaction in Buyer-Seller Relationships.European Journal of Marketing,32(3/4),305-322.
25. Shamdasani, P.N.,J.N. Seth(1995).An Experimental Approach to Investigating Satisfaction and Continuity in Marketing Alliances.European Journal of Marketing,29(4),6-23.
26. Sharma, S.(1996).Applied Multivariat Techeniques.New York:J. Wuley.
27. Sirdeshmukh, D.,J. Singh,B. Sabol(2002).Consumer Trust, Value, and Loyalty in Relational Exchanges.Journal of Marketing,66,15-37.
28. Smith, J.B.,D.W. Barclay(1997).The Effects of Organizational Differences and Trust on the Effectiveness of Selling Partner Relationships.Journal of Marketing,61,3-21.
29. Walter, A.,T.A. Mueller,G. Helfert(2003).Functions of Industrial Supplier Relationships and Their Impact on Relationship Quality.Industrial Marketing Management,32,159-169.

1. 楊台寧(2013)。工業性產品市場製造商與客戶關係交換模型之研究。臺大管理論叢，23(2)，165-198。