供應商與分銷商關係之信任和合作模型

Abstract

本研究旨在探討組織信任對合作關係之影響，和組織信任之前提因素。本研究以Blua（1964）和Thibaut 和Kelly（1959）的社會交換理論作為主要理論基礎，並提出共五個假設。獎勵、公平性、滿意度和溝通是組織間信任的前提因素，以及組織間信任對合作關係之意圖。 透過線上郵寄調查收集111 份供應商與分銷商關係之調查。研究對象是泰國的橡膠小農。資料分析顯示出組織信任的前提因素，譬如：公平性、滿意度和溝通與組織信任有正相關顯著。但是，獎勵制度對於組織的信任是不顯著的。組織信任對未來發展之合作關係有正向顯著。 本研究結果提供分銷商應用上該如何加強它的信任行為與合作關係，希望在橡膠產業供應鏈中能提高整體質量和降低交易成本。因此，本研究建構了新的研究模型，並進行深入分析信任與其他相關構面對合作關係之研究。這項研究的價值是探討組織信任在發展中國家之傳統產業，這是在過往文獻中較少有深入研究之議題。

This research aims to discover the impacts of inter-organizational trust on cooperative relationship, and to identify the antecedent of inter-organizational trust. This study adopted social exchange theory by combining Blua (1964) and Thibaut and Kelly (1959) as two main social exchange theories as the theoretical foundation. There are total five hypotheses. Reward, fairness, satisfaction, and communication are four antecedents for inter-organizational trust, and inter-organizational trust on intention for developing a cooperation relationship. Data was collected through web survey from 111 supplier-distributors relationship. The subject is rubber smallholder in Northeastern Thailand. The data analysis is shown the antecedents of inter-organizational trust (fairness, satisfaction, and communication) were found positively related to building trust. However, reward is not significant impacts on trust perceived by the supplier. Inter-organizational trust showed a significant affect on developing future cooperative relationship. The findings of the research provide valuable insights into how distributors should strengthen their trustworthiness behaviors that would develop the trust-cooperation relationships, in order to improve the quality and lower the transaction in the rubber supply chain as a whole. This research also develops a new research model that investigating the relationships between trust and cooperation along with other influencing constructs. The originality and value of this study is that it examines the traditional industry in developing country, which is not dealt with in prior literatures.