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| 題 名 | 探討信任之前置因素與結果--以醫藥產業為實證=Examination the Antecedents and Consequences of Trust--An Empirical Study on Pharmaceutical Industry |
|---|---|
| 作 者 | 方世榮; 黃瓊瑤; 石渼華; | 書刊名 | 交大管理學報 |
| 卷 期 | 27:1 2007.06[民96.06] |
| 頁 次 | 頁1-32 |
| 分類號 | 496.7 |
| 關鍵詞 | 信任; 關係持續性; 轉換成本; Trust; Relationship continuity; Switching cost; |
| 語 文 | 中文(Chinese) |
| 中文摘要 | 本研究將信任的概念應用在醫藥產業中,並從組織及人唨兩層面探討影響信任的前置日素以及信任對關係持續之影響。此外,本研究亦探討轉換成本對信任與關係持續之間的干擾情形。實證結果發現,組織與人員之前置因素皆對信任呈顯著正向關係,對製藥業者信任對業務代表信任兩者之間彼有正向的影響,且對關係持續性皆呈顯著正向關係。另外,僅有對製藥業者信任與關係持續性之間的關係會受轉換成本之干擾。最後,依據實證結果提出對學術及企業界之意涵與建議,以及未來研究方向。 |
| 英文摘要 | This paper explores the antecedents of trust from the levels of organization and people, and the impact of trust on relationship continuity. Besides, we explore if switching cost have the positive moderating effects on relationship between trust and relationship continuity. According to the empirical results, we find the characteristic of pharmaceutical manufacture and sales representative have significant positive effects on the trust, the trust of institutional buyer and the trust of sales representative have positive effects on relation continuity. Furthermore, the relationship between the trust of institutional buyer in the pharmaceutical manufacture and relationship continuity would be moderated by switching cost. Finally, the study provides several implications and suggestions in theories, practices and future research. |
本系統中英文摘要資訊取自各篇刊載內容。