Relationship Type on Relationship Quality across Different Transactional Mechanisms of SIP (Silicon Intellectual Property): The Perspective of Relationship Marketing

簡易檢索 / 詳目顯示

回結果列表

研究生：	洪韶彥 Shao-Yen Hung
論文名稱：	Relationship Type on Relationship Quality across Different Transactional Mechanisms of SIP (Silicon Intellectual Property): The Perspective of Relationship Marketing 比較不同交易機制下矽智財買賣雙方之關係型態對於關係品質的影響:以關係行銷角度探討
指導教授：	蕭中強
口試委員:
學位類別：	碩士 Master
系所名稱：	科技管理學院 - 科技管理研究所 Institute of Technology Management
論文出版年：	2005
畢業學年度：	93
語文別：	英文
論文頁數：	210
中文關鍵詞：	系統單晶片、矽智財、關係行銷、電子交易市集、關係品質
外文關鍵詞：	SOC, SIP, Relationship Marketing, B2B Marketplace, Relationship Quality
相關次數：	點閱：1 下載：0
分享至:	分享至facebook 分享至twitter

查詢本校圖書館目錄查詢臺灣博碩士論文知識加值系統勘誤回報

今日IC設計產業邁入系統單晶片(SOC)時代下，矽智財(SIP)儼然成為現代IC設計領域中的重要核心概念，衍生出的矽智財交易機制相關議題亦越顯重要。
早期的矽智財交易多採取廠商間面對面交涉的方式，過程與手續十分繁雜，也帶給矽智財買賣雙方種種困擾，包括交易效率不足與資訊不通透等等，進而阻礙了矽智財在業界的擴散與普及。為了解決傳統交易機制下的不足之處，在產官學研各界努力下，SIP Mall此種電子交易市集順勢而生。然而從關係行銷的角度觀之，儘管此新式交易機制帶來相當的效率性與方便性，對於矽智財買賣雙方而言，原本存在於傳統交易機制中長遠而穩定的合作關係，亦將產生微妙的變化。
本研究以關係行銷和電子商務理論為核心，探討台灣IC設計產業內的矽智財買賣雙方之間的關係；研究方法採量化分析方式，先以問卷調查的方式，針對全台灣一百餘家從事SOC產品開發的IC設計廠商(即矽智財使用者與買方)作資料蒐集，再以統計工具與軟體作量化分析以驗證假設，進而得出研究結論與建議。
本研究預期結果希望探討出：不同交易機制下，關係行銷中所強調的長遠而穩定合作關係是否會反映在矽智財買賣雙方的「關係型態」上，除了藉由「關係品質」來審視，更探討兩者間的影響效果。為此，本研究設計為兩個子研究：第一個子研究，探討並比較在傳統(包括授權與透過代理商)交易機制與新式(SIP Mall)交易機制下，矽智財買賣雙方的關係型態有何不同，及其如何影響之間的關係品質。第二個子研究，探討在新式SIP Mall交易機制的趨勢下，比較參與SIP MALL電子交易市集的不同程度，對於矽智財買賣雙方之關係型態的影響，及對關係品質的改變效果。研究成果希望能提供包括台灣IC設計產業、IC設計廠商、SIP Mall與其供應廠商作為未來策略發展的參考依據。

At the SOC (System-on-Chip) age in IC design industry, the SIP (Silicon Intellectual Property) has gradually become the core concept and technology. The transactional mechanisms and correspondent issues with regard to relationship marketing are getting more salient and important.
Previously, SIP transaction between a SIP buyer and a seller was in a face-to-face and closer manner with rather complex and troublesome processes. Such a transaction pattern brought quite a few problems including inefficiency in transactions and lack of transparency in information exchanges. In order to cope with such problems, the SIP Mall with particular characteristics of the B2B marketplace on the Internet was set up. Even though the efficiency in transaction and information exchange may be enhanced by the introduction of SIP Mall on the Internet, it is very likely, at the same time, the closer and complicated relationships engendered in the past transaction pattern between SIP buyers and sellers may be damaged and changed under the new transaction structure. In this study, for comparing the traditional and new SIP Mall transaction mechanisms, the potential effects in relationship quality between SIP buyers and sellers across different SIP transaction mechanisms will be investigated.
Main theories in relationship marketing and electronic commerce will be reviewed and revised in the conceptual framework proposed in this study. In addition, the unique characteristics of SIP industry in Taiwan will be considered and incorporated in the construction of theoretical model. In this study, the sample will include more than 100 IC design houses in Taiwan which are SIP buyers. Quantitative tools will be applied for further data analysis and hypotheses verification. Finally, research conclusions and suggestions will be offered.
The expected findings are as follows. Firstly, the practical issues involving in the SIP transactions for different mechanisms in Taiwan will be explored. Secondly, by participating in the new transaction pattern of SIP Mall, SIP buyers and sellers may encounter changing weights on different qualities of relationship marketing. Finally, based on the proposed conceptual framework, SIP buyers and sellers may better understand the potential effects in customer/supplier relationship management across different SIP transaction mechanisms, especially when transactions are involving in SIP Mall. The better manipulations and controls to enhance the customer/supplier relationship may be further developed to benefit Taiwan SIP industry and firms.

Chapter 1  Introduction...............1
Section 1.1  Research Motive...............1
Section 1.2  Research Objective...............3
Section 1.3  Research Procedure...............5
Chapter 2  Literature Review...............7
Section 2.1  Electronic Marketplace in Electronic  Commerce...............7
2.1.1  Introduction of Electronic Marketplace...............7
2.1.2  Categorization of Electronic Marketplace...............10
2.1.3  Characteristic of Electronic Marketplace...............10
2.1.4  Function and Benefit of Electronic Marketplace...............11
2.1.5  Nature of Organizational Participation in B2B Marketplace...............12
Section 2.2  Relationship Marketing...............14
2.2.1  Evolution of Relationship Marketing...............14
2.2.2  Nature of Relationship Marketing...............16
2.2.3  Hierarchy of Relationship Marketing...............17
2.2.4  Relationship Marketing and Transactional Marketing...............18
2.2.5  Relationship Development Stage...............18
2.2.6  Key Relationship Connector...............19
Section 2.3  Relationship Quality...............21
2.3.1  Trust and Commitment...............21
2.3.2  Satisfaction...............22
2.3.3  Relationship Quality Model...............23
Chapter 3  Taiwan SIP Industry...............25
Section 3.1  Introduction of SIP...............26
Section 3.2  Categorization of SIP...............27
3.2.1  Classify by Design Flow...............27
3.2.2  Classify by Value and Differentiation...............29
Section 3.3  Global SIP Industry...............31
3.3.1  Global SIP Industry Level-Observation...............31
3.3.2  SIP Firm-Level Obeservation...............32
3.3.3  SIP Product-Level Observation...............33
Section 3.4  Taiwan SIP Industry...............34
3.4.1  Overview...............34
3.4.2  Taiwan SIP Firm...............34
3.4.3  Traditional SIP Transaction Mechanism...............36
3.4.4  New SIP Mall Transaction Mechanism...............37
3.4.5  Taiwan SIP Mall and Provider...............38
Chapter 4  Research Method...............41
Section 4.1  Research Framework...............41
Section 4.2  Research Variable...............45
4.2.1  Organizational Participation Motive in SIP Mall...............45
4.2.2  Organizational Participation Ability in SIP Mall...............46
4.2.2  SIP Buyer-Seller Relationship Type...............47
4.2.3  Relationship Quality...............49
Section 4.3  Measurement...............50
4.3.1  Participation Motive...............50
4.3.2  Participation Ability...............51
4.3.3  Relationship Type...............52
4.3.4  Relationship Quality...............53
Section 4.4  Hypotheses...............54
Section 4.5  Introduction of Data Analysis...............62
4.5.1  Subject...............62
4.5.2  Procedure...............63
Section 4.6  Structural Equation Modeling...............64
4.6.1  Introduction of SEM and LISREL...............64
4.6.2  Procedure and Principle...............65
Section 4.7  HCFA Model...............69
4.7.1  Hypothetic Model Development...............71
4.7.2  Model Identification...............71
Section 4.8  PA-LV Model...............74
4.8.1  Hypothetic Model Development...............75
4.8.2  Model Identification...............75
Chapter 5  Data Analysis and Result of Study 1...............77
Section 5.1  Reliability and Validity...............77
5.1.1  Reliability...............78
5.1.2  Validity...............80
Section 5.2  Background of Respondent...............81
5.2.1  Title of Respondent...............81
5.2.2  Years of Company...............81
5.2.3  Capital of Company...............82
5.2.4  Employees in Company...............82
Section 5.3  Descriptive Statistics...............83
5.3.1  Descriptive Statistics for Relationship Type...............83
5.3.2  Descriptive Statistics for Relationship Quality...............91
Section 5.4  LISREL Analysis for Relationship Type...............96
5.4.1  LISREL Estimation of HCFA Model 1...............96
5.4.2  LISREL Outcome of HCFA Model 1...............98
5.4.3  Hypothesis 1 Examination...............103
Section 5.5  LISREL Analysis for Relationship Quality...............106
5.5.1  LISREL Estimation of HCFA Model 2...............106
5.5.2  LISREL Outcome of HCFA Model 2...............108
5.5.3  Hypothesis 2 Examination...............113
Section 5.6  LISREL Analysis for Overall Framework...............116
5.6.1  LISREL Estimation of PA-LV Model...............116
5.6.2  LISREL Outcome of PA-LV Model...............118
5.6.3  Hypothesis 3 Examination...............127
Chapter 6  Data Analysis and Result of Study 2...............129
Section 6.1  First Part of Descriptive Statistics...............129
6.1.1  Descriptive Statistics of Organizational       Participation Motive...............130
6.1.2  Descriptive Statistics of Organizational        Participation Ability...............131
Section 6.2  Cluster Analysis...............132
6.2.1  Stage 1: Ward’s Method...............132
6.2.2  Stage 2: K-Mean Method...............133
6.2.3  Verification: ANOVA...............135
6.2.4  Summary...............137
Section 6.3  Second Part of Descriptive Statistics...............138
6.3.1  Descriptive Statistics for Relationship Type...............138
6.3.2  Descriptive Statistics for Relationship Quality...............147
Section 6.4  LISREL Analysis for Relationship Type...............151
6.4.1  LISREL Estimation of HCFA Model 1...............151
6.4.2  LISREL Outcome of HCFA Model 1...............153
6.4.3  Hypothesis 4 Examination...............159
Section 6.5  LISREL Analysis for Relationship Quality...............163
6.5.1  LISREL Estimation of HCFA Model 2...............163
6.5.2  LISREL Outcome of HCFA Model 2...............165
6.5.3  Hypothesis 5 Examination...............170
Section 6.6  LISREL Analysis for Overall Framework...............173
6.6.1  LISREL Estimation of PA-LV Model...............173
6.6.2  LISREL Outcome of PA-LV Model...............175
6.6.3  Hypothesis 6 Examination...............185
Chapter 7  Conclusion and Contribution...............187
Section 7.1  Conclusion...............187
Section 7.2  Suggestion and Contribution...............195
6.2.1  Suggestion to SIP Firms...............195
6.2.2  Suggestion to SIP Malls and Providers...............197
Section 6.3  Research Limitations and Improvement...............200
References...............201
Appendix (Questionnaire Content)...............207

                                

1. Anders, J. (2000), “Yesterday’s darling”, The Wall Street Journal, 23 October, p. B8.
2. Bakos, J. Y. (1991), "A Strategic Analysis of Electronic Marketplace," MIS Quarterly, September 1991, p.295-310.
3. Baum, A. C. and Christine, O. (1992), “Towards an Institutional Ecology of Organizational Founding,” Academy of Management Journal, 39 (October), 1378-427.
4. Barrett, S., Konsynski B. (1982): Inter-Organization Information Sharing Systems. In: MIS. Quarterly, Special Issue, 1982, S. 93-105.
5. Bejou, D. and Palmer, A. (1998) ‘Service failure and loyalty: an exploratory empirical study of airline customers’, Journal of Services Marketing, 12 (1), 7-22.
6. Berry, L.L. (1983) ‘Relationship marketing’, in Berry, L.L., Shostack, G.L. and Upah, G..D. (eds) Emerging Perspectives on Service Marketing. Chicago, IL: American Marketing Association, pp.25-8.
7. Berry, L.L. and A. Parasuraman (1991). Marketing Services-Competing Through Quality, New York: The Free Press, 1991, pp.137.
8. Bentler, P. M. (1992). On the fit of models to covariances and methodology to the Bulletin. Psychological Bulletin, 112, 400-404.
9. Bentler, P. M. (1995). EQS structural equations program manual. Encino, CA: Multivariate Software.
10. Bentler, P. M. & Bonett, D. G. (1980). Significance tests and goodness of fit in the analysis of covariance structures. Psychological Bulletin, 88, 588-606.
11. Blois, K.J. (1997) ‘When is a relationship a relationship?’, in Gemunden, H.G., Rittert, T. and Walter, A. (eds) Resltionship and Networks in International Markets. Oxford: Elsevier, pp. 53-64.
12. Brittain, J. (1989), “Strategy and Time Dependent Failure Probabilities: Experience, Obsolescence, and Strategic Change,” Academy of Management Proceedings, 173-77.
13. Brodie, R.J., Covillo, N.E., Brookes, R.W. and Little, V. (1997) ‘Towards a paradigm shift in marketing; an examination of current marketing practices’, journal of Marketing Management, 13 (5), 386-406.
14. Canon, J.P. and Perreault, W.D. (1999), “Buyer-Seller Relationships in Business Markets.”, Journal of Marketing Research, 36 (4), 439-460.
15. Choundury, V., Hartzel, K. S. and Konsyski, B. R., (1998), “Uses and Consequences of Electronic Markets: An Empirical Investigation in the Aircraft Parts Industry”, MIS Quarterly.
16. Christopher, M., Payne, A. and Ballantyne, D. (1991), Relationship Marketing: Bringing Quality, Customer Service and Marketing Together, Butterworth, London,1991
17. Cohn, L., Brady, D. and Welch, D. (2000), “B2B: the hottest Net bet yet?”, Business Week, 17 January, pp. 6-37.
18. Crosby, L.A., Evans, K.R., and Cowles, D. (1990), “Relationship Quality in Services Selling: An Interpersonal Influence Perspective.”, Journal of Marketing, 54 (3), 68-81.
19. Cudeck, R. (1993). Analysis of correlation matrices using covariance structure models. Psychological Bulletin, 105, 317-327.
20. Cumby, J. A. and Barnes, J. (1998) ‘How customers are made to feel: the role of affective reactions in driving customer satisfaction’, Customer Relationship Management. 1 (1), 54-63.
21. Dwyer, F.R., Schurr, P.H., and Oh, S. (1987) ‘Developing buyer-seller relationships’, Journal of Marketing, 51, 11-27.
22. Fiol, C. M. and Lyles, M. A. (1985), “Organizational Learning,” Academy of Management Review, 110 (October), 803-13.
23. Garvin, D. A. (1993), “Building a Learning Organization,” Harvard Business Review, 71 (July/August), 78-91.
24. Grewal, R., Comer, J.M., and Mehta, R. (2001), “An Investigation into the Antecedents of Organizational Participation in Business-to-Business Electronic Markets.”, Journal of Marketing, 65 (3), 17-33.
25. Grönroos, C. (1990), Service Management and Marketing. Managing the Moments of Truth in Service Competition, Free Press/Lexington Books, Lexington, MA, 1990.
26. Grönroos, C. (1994) ‘From marketing mix to relationship marketing: towards a paradigm shift in marketing’, Management Decisions, 32(2), 4-20.
27. Grönroos, C. (1995) ‘Relationship marketing: the strategy continuum’, Journal of Marketing Science, 23(4),252-54.
28. Gummesson, E., Relationsmarknadsföring, Från 4 P till 30 R (Relationship Marketing. From 4 Ps to 30 Rs), Stockholm University, Sweden, 1993.
29. Hair, J. f. Jr., Anderson, R. E. Tatham, R. L., and Black, W. C. (1995). Multivariate data analysis with reading (4th ed.). Englewood Cliffs, NJ: Prentice Hall.
30. Harker, M.J. (1999), “Relationship marketing defined? An examination of current relationship marketing definitions”, Marketing Intelligence and Planning, Vol. 17, No.1, pp.13-20.
31. Hu, L. T. & Bentler, P. M. (1999). Cutoff criteria for fit indexes in covariance structural Equation Modeling, 6(1), 1-55.
32. Hutcheson, G. D. and Moutinho, L. (1998) ‘Measuring preferred store satisfaction using consumer choice criteria as a mediating factor’, Journal of Marketing Management, 14, 705-20.
33. Jöreskog, K.G. (1972). A general method for estimating a linear structural equation system. In A.S. Goldberger & O.D. Duncan (Eds.), Structural equation medels in the social science. (pp. 85-112). New York: Academic.
34. Kaplan, S. and Sawhney, M. (2000) “Hubs：the new B2B Marketplace”, Harvard Business Review, May-June, 2000.
35. Koopmans, T.C., Rubin, H., and Leipnik, R.B. (1950). Measuring the equation system of dynamic economics. In T.C. Koopmans (Ed.), Statistical inference in dynamic economic models (pp. 53-237), New York: Wiley.
36. Laudon, K.C. and Traver, C.G. (2002), E-commerce: Business, Technology, Society, Addison-Wesley, Reading, MA.
37. Malone, T.W. (1987), Banjamin, R. I. and Yates, J. “Electronic Markets and Electronic Hierarchies: Effects of Information Technology on Market Structure and Corporate Strategies.” Communications of the ACM, Volume 30, Number 6, June 1987.
38. Meyer, A. D. and Rowan, B. (1997), “Institutionalized Organizations: Formal Structure as Myth and Ceremony,” American Journal of Sociology, 83 (September), 340-63.
39. Morgan, R.M. and Hunt, S.D. (1994) ‘The commitment-trust theory of relationship marketing’, Journal of Marketing, 58(3), 20-38.
40. Mortiza, M.B., Gupta, V., and Carroll, R.C. (2004) ‘E-marketplaces and the future of supply chain management: opportunities and challenges’, Business Press Management Journal, 10 (3), 325-335.
41. O’Mally, L. and Tynan, C. (2000) ‘Relationship marketing in consumer markets; rhetoric or reality?’ European Journal of Marketing, 34 (7).
42. Palmer, A.J. (1996) ‘Relationship in marketing: a universal paradigm or management fad?’, The Learning Organization, 3 (3), 18-25.
43. Payne, A. Christopher, M. and Peck, H, (eds.) (1995) Relationship Marketing for Competitive Advantage: Winning and Keeping Customers. Oxford: Butterworth Heinemann.
44. Ridley, M. (1996), The Origins of Virtue, Penguin, Harmondsworth.
45. Sachs, G. (1999), ”B2B：2B or Not 2B”,Goldman Sachs Investment Research, November 12, 1999.
46. Schulz, M. (1998), “Limits to Bureaucratic Growth: The Density Dependence of Organizational Rule Births,” Administrative Science Quarterly, 43 (December), 845-76.
47. Scott, W. R (1987), “The Adolescence of Institutional Theory.” Administrative Science Quarterly, 32 (December), 493-511.
48. Sharma, A. (2002), “Trends in Internet-based business-to-business marketing”, Industrial Marketing Management, Vol. 31, pp. 77-84.
49. Sheth, J.N. and Sisodia, R.S. (1999) ‘Revising marketing’s lawlike generalizations’, Journal of the Academy of Marketing Sciences, 17 (1), 71-87.
Simon, H. A. (1991), “Bounded Rationality and Organizational Learning,” Organization Science, 2 (February), 125-34.
50. Sinkula, J.M. (1994), “Market Information Processing and Organizational Learning.”, Journal of Marketing, 58 (January), 35-45.
51. Slater, S.F. and Narver J. C. (1995), “Market Orientation and the Learning Organization,” Journal of Marketing, 59 (July), 63-74.
52. Smith, A.D. (2004), “E-security issues and policy development in an information-sharing and networked environment”, Aslib Proceedings: new information perspectives, 56 (5), 272-285.
53. Steiger, J.H. (1990). Structural model evaluation and modification: An interval estimation approach. Multivariate Behavioral Research, 25, 173-180.
54. Storbacka, K., Strandvik, T. and Grönroos, C. (1994) ‘Managing customer relations for profit: the dynamics of relationship quality’, International Journal of Service Industry Management, 5, 21-38.
55. Strauss, J. and Frost, R. (2001), E-Marketing, Prentice-Hall, Upper, Saddle River, NJ.
56. Rindfleisch, A. and Heide, J. B. (1997), “Transaction Cost Analysis: Past, Present, and Future Applications,” Journal of Marketing, 61 (October), 30-54.
57. Rousseau, D.M., Sitkin, S.B., Burt, R.S. and Camerer, C. (1998) ‘Not so different after all: a cross-discipline view of trust’, Academy of Management Review, 23 (3), 393-404.
58. 台灣高科技產業的社會學分析—積體網路 (2003) 陳東升著群學出版
59. 交易市集零時差—改寫產業遊戲規則的致勝策略 (2002), Warren D. Raisch著, 丁惠民、廖曉晶譯, 麥格羅希爾代理出版
60. 關係行銷 (2002), John Egan著, 方世榮譯, 五南出版社出版
61. 最新社會科學研究方法 (2003), 潘明宏等合譯, 韋柏文化出版
62. SPSS11.0與統計模式建構 (2002), 林傑斌編著, 文魁資訊出版
63. 結構方程模式:LISREL的理論、技術與應用 (2003), 邱皓政著, 雙葉書廊出版
64. 多變量分析方法—統計軟體應用 (2003), 陳正豐等合著, 五南出版社

全文公開日期本全文未授權公開 (校內網路)
全文公開日期本全文未授權公開 (校外網路)

簡易檢索 / 詳目顯示

相關論文