買賣關係與知識分享之研究－關係依賴之干擾效果

Buyer-Seller Relationship and Knowledge Sharing-The Moderating Effect of Relationship Dependence

楊濱燦(Bin-Tsann Yang)；鄭婕盈(Chieh-Ying Cheng)；楊宥宣(Yu-Shuan Yang)

買賣關係 ； 知識分享 ； 關係依賴 ； Buyer-Seller Relationship ； Knowledge Sharing ； Relationship Dependence

文大商管學報

18卷1期（2013 / 03 / 01）

77 - 95

繁體中文

買賣關係對知識分享間之關係，經由文獻討論發現，兩者間有必要進一步釐清，故本研究以關係依賴為干擾變項，檢測買賣關係與知識分享間之關係。本研究以台灣某航運承攬業之代理商為研究對象進行實測，發放350份問卷，回收306份，6份無效問卷〈有效問卷300份〉，有效問卷回收率為85.7%。資料經由統計套裝軟體SPSS進行假說檢定分析。實證分析結果顯示：（1）買賣關係中之信任、適應力會正向顯著影響買賣關係；而一致性則是反向影響買賣關係，但對買賣關係有顯著相關。（2）關係依賴對買賣關係有直接的正向顯著影響，並直接顯著影響知識分享行為。（3）關係依賴對買賣關係與知識分享具有干擾作用，尤其是對買賣關係中之一致性的互動影響最大。

The purpose of this paper was to examine the relationship between buyer-seller relationship and knowledge sharing in B2B market. It further tested the moderating effect of relationship dependence on the relationship between buyer-seller relationship and knowledge sharing. As a result, partners will help to understand the extent of sharing in the future, and further cooperation partners coordinate model, in order to facilitate trading of long-term relationship between organizations. A Taiwanese shipping forwarder's agents were measured for the study, a total of 350 questionnaires were distributed, and 306 were recovered. After removing the 6 invalid questionnaires, 300 valid questionnaires were used for statistical analysis. The effective response rate was 85.7%. The Empirical results were: (1) buyer-seller relationship of trust and adaptation will positively affect the sale of a significant relationship; and consistency is the negative impact of trade relations, but a significant correlation between the buying and selling. (2) Dependence on the trading relationship between direct and positive significant effect, and directly influence knowledge sharing behavior significantly. (3) Relationship between dependence on the sale of interference with the role of knowledge sharing, particularly in the sale of the consistency of the interaction between the greatest impacts. Finally, the above findings based on the theory and concrete managerial implications and future research directions were discussed.

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