組織採購決策因素之研究－以大中國地區電子連接器產業為例

Organizational Buying Decision Factors-an Empirical Study of Electronic Connector Industry

10.29931/MR.200912.0002

唐瓔璋(Ying-Chan Tang)；吳敏華(Min-Hua Wu)；林佳慧(Chia-Hui Lin)；宋建宏(Chien-Hung Sung)

工業購買行爲 ； 組織採購 ； 採購決策 ； industrial buyer behavior ； organizational buying ； procurement

行銷評論

6卷4期（2009 / 12 / 01）

501 - 527

繁體中文

工業購買行為中，採購成本通常佔總成本的最大宗，對企業之經營成效具有關鍵性影響，本研究藉由電子連接器產業之採購活動，瞭解採購過程中影響決策的因素，並分析該項因素與採購決策的關係。經由問卷調查，以典型相關分析回收問卷後，提出資訊不確定性、市場情境、和組織規劃對於採購決策的影響，研究結果發現：(1)當廠商對採購不確定性的掌控程度愈高，來自供應商的資訊愈齊全，則採購決策程度愈高；(2)廠商與客戶之間關係愈良好、採購重要性愈高、更換供應商的轉換成本愈高，採購決策程度愈高；(3)廠商對採購程序之控制及未來規劃愈趨完善，採購決策程度愈高。本研究並依實證結果提出實務界制定行銷策略之建議。

In industrial buyer behavior, the procurement cost usually takes up the largest part of total cost and is very critical to the enterprises' performance. The purpose of this research is to understand the underlying decision factors by probing into the procurement activity of the electronic connector industry, and to analyze the procurement decision-making structure. The result shows that three factors: informational uncertainty, market situation, and organizational planning influence the organizational buying decision. In addition, the empirical findings shows that the control of uncertainty, customer relationship, importance of buying, switching cost, and the control and future scheme have a positively impact on procurement decision. Finally, suggestions based on these findings are proposed.

1. 楊仁壽、張耀宗、陳沁怡、陳墀元(2006)。動態複雜任務中團隊與個人的績效差異：任務熟悉度與決策目標多寡的影響。管理學報，23(3)，309-325。
   連結：
2. 劉韻僖(2006)。台灣高科技產業高階經營團隊及董事會權力與組織績效關係之研究。交大管理學報，26(1)，173-200。
   連結：
3. (2006)。製造業銷售變動概況。經濟部統計處新聞資料。
4. Arrindell, W. A.,vander Ende, J.(1985).An empirical test of the utility of the observations-to-variables ratio in factor and components analysis.Applied Psychological Measurement,9(2),165-178.
5. Barrett, P. T.,Kline, P.(1981).The observation to variable ratio in factor analysis.Personality Study in Group Behavior,1,23-33.
6. Bunn, M. D.(1993).Taxonomy of Buying Decision Approaches.Journal of Marketing,57(1),38-57.
7. Chaganti, R.,Sambharya, R.(1987).Strategic Orientation and Characteristics of Upper Management.Strategic Management Journal,8(4),393-402.
8. Choffray, J. M.,Lilien, G. L.(1980).Industrial Market Segmentation by the Structure of the Purchasing Process.Industrial Marketing Management,9(4),331.
9. Cunningham, M. T.,White J. G.(1973).The determinants of choice of supplier: a study of purchase behavior for capital goods.European Journal of Marketing,7(3),189-202.
10. Fortin, P. A.,Ritchie, J . R. B.(1980).Influence structure in organizational buying behavior.Journal of Business Research,8(3),277.
11. Geok, T. L.,Goh, M.,Lei, P.S.(1999).Purchase-related factors and buying center structure: An empirical assessment.Industrial Marketing Management,28(6),573-587.
12. Gorsuch, R. L(1983).Factor Analysis.Hillsdale, NJ:Erlbaum.
13. Guadagnoli, E.,Velicer, W. F.(1988).Relation of sample size to the stability of component patterns.Psychological Bulletin,103(2),265-275.
14. Hambrick, D. C.,Cho,T.S.,Chen, M.(1996).The Influence of Top Management Team Heterogeneity on Firms'Competitive Moves.Administrative Science Quarterly,41(4),659-684.
15. Heide, J. B.,Weiss, A. M.(1995).Vendor Consideration and Switching Behavior for Buyers in High-technology Markets.Journal of Marketing,59(3),30-44.
16. Johnston, W. J.,Lewin, J. E.(1996).Organizational Buying Behavior:Toward an Integrative Framework.Journal of Business Research,35(1),1-15.
17. Kotabe, M.,Helsen, K.(2004).Global Marketing Management.New York:Wiley.
18. Kotler, P,Keller, K. L.(2006).Marketing Management.New Jersey:Prentice-Hall.
19. Kumar, R..Research methodology: a step-by-step guide for beginners.London:SAGE.
20. Lindeman, R. H.,Merenda, P. F.,Gold, R. Z(1980).Introduction to bivariate and multivariate analysis.Glenview, IL:Scott, Foresman.
21. Loo,R.(1983).Caveat on sample sizes in factor analysis.Perceptual and Motor Skills,56(2),371-374.
22. MacCallum, R. C.,Widaman, K. F.,Zhang, S.,Hong, S.(1999).Sample size in factor analysis.Psychological Methods,4(1),84-89.
23. Malhotra, N. K.(2007).Marketing Research: An Applied Orientation with SPSS.Pearson Education.
24. Marascuilo, L. A.,Levin, J. R(1983).Multivariate statistics in the social sciences.Monterey, CA:Brooks/Cole.
25. Michel, J. G.,Hambrick, D. C.(1992).Diversification Posture and Top Management Team Characteristics.Academy of Management Journal,35(3),9-37.
26. Moser, C. A.,Kalton, G.(1989).Survey Methods in Social Investigation.England:Gower.
27. Newall, J.(1977).Industrial Buyer Behavior - A Model of Implications of Risk Handling Behavior for Communication Policies in Industrial Marketing.European Journal of Marketing,11(3),165.
28. Nunnally, J. C.(1978).Psychometric theory.New York:MaGraw-Hill.
29. Qualls, W. J.,Puto, C. P.(1989).Organizational Climate and Decision Framing: An Integrated Approach to Analyzing Industrial Buying Decision.Journal of marketing Research,26(2),179-193.
30. Robinson, P. J.,Fairs, C. W.,Wind, Y.(1967).Industrial Buying and Creative Marketing.Boston:
31. Sheth, J. N.(1973).A Model of Industrial Buyer Behavior.Journal of Marketing,37(4),50-56.
32. Van Weele, A. J(2000).Purchasing and Supply Chain Management: Analysis, Planning and Practice.International Thomson Business Press.
33. Webster, F. E.,Wind, Y.(1996).A General Model for Understanding Organizational Buying Behavior.Marketing Management,4(4),52-57.
34. Webster, F. E.,Wind, Y.(1972).A General Model for Understanding Organizational Buying Behavior.Journal of Marketing,36(2),12-19.
35. 陳玲蓉(2005)。2005年大陸凌駕日本成為全球最大電子零組件生產國。ITIS 產業觀察。
36. 陳順宇(2008)。多變量分析。台北:華泰書局。
37. 黃家慶(2005)。網路通訊及消費性應用持續推動我國連接器產業，經濟部技術處ITIS計畫。ITIS專欄。

1. 戴君芸、張春媛、唐瓔璋、吳敏華(2011)。供應鏈採購決策因素與電子黨越大陸投資意願之研究。企業管理學報，90，1-24。
2. 樊祖燁、黃營杉(2013)。兩岸企業服務性產品採購決定因素之比較研究─量表之發展及信效度驗證。商管科技，14(4)，443-470。
3. 楊台寧、陳雅泱(2018)。商用淨水設備組織採購決策因素之探討─以台灣飲料業者需求為例。行銷科學學報，14(2)，173-206。