探讨经销商与供应商联合行动之影响因素(pdf 22页)

摘 要：本研究探讨汽车经销商与供货商之间的联合行动，不仅增加关系交易中行为因素的研究，并在经济动机的考虑之外，探究策略动机对联合行动的影响。结果发现，从经济动机而言，经销商的动机性投资与特殊资产愈多，对供货商的依存度也愈高，使得经销商愿意配合供应商，共同采取联合行动，进而提升经销商的绩效；从策略动机而言，经销商投入的特殊资产越多，市场的竞争强度越激烈，则经销商会提供给顾客更多差异化的服务，然而为了服务差异化，以获取竞争优势，就会与供货商采取联合行动，进而提升经营绩效。
关键词：联合行动、依存度、服务差异化、汽车业

Abstract: The study is intended to explore determinants of joint action in automobile distributor-supplier
relationships. It provides more research in behavioral exchange and, in addition to
economizing motives, includes strategizing motives to explore their impacts on the joint action.
From the economizing motives perspective, the distributor dependence increases as the
distributor motivational investment and specialized investment increase. As a distributor
depends more on its supplier, the joint action will increase; therefore its performance will be
better improved. From the strategizing motives perspective, the distributor service
differentiation increases as the distributor specialized investment and competitive intensity
increase. As a distributor provides more differentiate services to customers, the joint action
will increase; therefore its performance will be better improved.
Key words: joint action, dependence, service differentiation, automobile industry

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