本研究旨在探討策略聯盟夥伴之關係(Guanxi)、Guanxi對聯盟夥伴彼此信任程度的影響，以及信任程度對聯盟績效、未來繼續合作意願之影響。
隨著國際化與自由化的興起，許多企業體認到自身資源的有限，無法再以單打獨鬥的方式進行競爭，所以藉由策略聯盟的型態來獲取重要資源，進而達成策略目標。然而策略聯盟的運作深受夥伴間信任與互動的影響，彼此可能因為組織文化與管理風格有重大差異，在溝通不良的情況下，最後因缺乏互信而導致聯盟解體。
Guanxi和華人社會的生活緊緊相繫，對華人企業而言，Guanxi的發展可以作為一種克服競爭以及資源不足的策略機制。華人社會的管理者特別擅長運用Guanxi來建立組織內的信任，除了依賴原本所具有的親屬與熟人關係，亦可經由中間人引薦而擴充其連結範圍。所以，如果策略聯盟雙方管理者之間具有人際網絡Guanxi的連結時，對策略聯盟夥伴會有較高的信任程度。
本研究除了藉由文獻整理建立本研究之理論架構之外，也藉由結構方程模式(Structural Equation Model, SEM)分析方法針對112份有效回卷之企業進行實證分析，結果顯示聯盟夥伴間不同的Guanxi基礎類型，因親近程度的不同，對對方之信任程度（包括仁慈信任及可信信任）也會有所不同（從家人、熟人、到生人，循序而降）；聯盟夥伴過去的合作經驗及共同人脈亦會影響彼此間的信任程度。聯盟夥伴的信任程度對聯盟績效（包括合作關係滿意度及目標達成滿意度）有顯著的正向影響；而聯盟夥伴的信任程度與聯盟績效，都會對未來繼續合作之意願產生顯著的正向影響。
由於策略聯盟在本質上是一種既競爭又合作的關係，因此，廠商在進行策略聯盟的考量時，除了要謹慎進行策略聯盟的協商與草擬，更要以彼此的Guanxi為基礎，加強互信與瞭解，若對聯盟夥伴有充分的信任，相信必能提昇策略聯盟的績效，進而達成雙贏的目的。

The purpose of this research is to discuss the Guanxi among the partners of strategic alliance, the influence on the degree of the trust among the strategic alliance partners caused by Guanxi, and the influences on the alliance performance and on the willing to cooperate in the future caused by the degree of the trust.

As the internationalization and liberalization developing, many industries aware of the limitation of their own resources. A company is no longer able to compete with others alone, so they try to forge the strategic alliances to get the important resources to achieve their strategic goals. On the other side, the operation of the strategic alliances is deeply influenced by the trust and the interactions among partners. This trust could be broken due to the major differences on the organization cultures and on the management style in different partners, or due to the bad communications. The alliance could be broken because of the lack of the trust.

The relationship between Guanxi and Chinese sociality is very closed. For Chinese enterprises, the development of the Guanxi can be the mechanism to overcome both the completion and the shortage of the resources. The managers in Chinese sociality are specially good at manipulate the Guanxi to construct the trust in an organization. They not only rely on the original Guanxi of the relatives and the acquaintances, but also expand the area of connections among people via the introduction of the intermediates. If both managers of two companies of strategic alliances have the interpersonal Guanxi, the degree of the trust between the strategic alliance partners will be higher.

This research not only builds a theoretical framework by making a complete survey, but also verifies this framework by collecting and analyzing 112 effective questionnaires according to the structural equation model, SEM. The results show that the differences of basic types of the Guanxi among the alliances will be affected by the degree of the closeness and by the degree of the trust (including benevolence trust and credibility trust, from family, acquaintances, to strangers, in the descending order). The past cooperative experience of the alliance partners and the common interpersonal relationship are also able to affect the degree of the trust. There are also positive influences on the alliance performance for the degree of the trust among alliances (including the degree of satisfaction on the cooperative relationship and the degree of completion of the goals). And this degree of the trust among the alliances and the alliance performance are of the positive influences on the willing for alliances to cooperate in the future.

Because the strategic alliance in essence is both competition and cooperation, the companies must carefully consult and discuss with each other when progressing the forge of the strategic alliances. Based on the Guanxi, the alliance partners should enhance the trust and the understanding between each other. If the alliances partners could be sufficiently trusted, it is believed that the alliance performance can be improved and the win-win can be fully achieved.

目錄
第一章 緒論1
第一節 研究動機與目的1
第二節 研究範圍5
第三節 研究流程6
第二章 文獻探討7
第一節 關係(Guanxi)的定義、類型及其效益7
第二節 策略聯盟的定義、特性、類型及理論基礎22
第三節 信任的定義與構成基礎41
第四節 關係、信任與策略聯盟46
第三章 研究方法52
第一節 研究架構52
第二節 研究假設53
第三節 研究變數之操作性定義及衡量58
第四節 樣本與資料蒐集62
第五節 樣本資料分析方法65
第六節 信度與效度分析68
第七節 結構方程模式檢定75
第四章 研究結果與討論77
第一節 構面因素間之關連性分析77
第二節 整體模式分析81
第五章 結論與建議87
第一節 研究結論87
第二節 管理意涵90
第三節 研究限制與後續研究建議91
參考文獻92
附錄一 本研究問卷114
作者簡歷117

表次
表1-2-1本研究之研究範圍5
表2-1-1東西方關係認知的差異8
表2-1-2Guanxi的定義10
表2-1-3華人組織中的Guanxi類型與Guanxi基礎、互動原則及對待方式12
表2-2-1與策略聯盟同義或類似之名詞彙整22
表2-2-2策略聯盟之定義及特性彙整24
表2-2-3策略聯盟類型彙整27
表2-2-4策略聯盟目標與動機理論彙整39
表2-3-1過去研究所指出的信任構成基礎44
表3-4-1樣本廠商基本資料分析63
表3-4-2樣本廠商策略聯盟類型基本資料分析63
表3-4-3樣本廠商策略聯盟Guanxi基礎與合作緣起基本資料分析64
表3-4-4樣本廠商策略聯盟Guanxi類型基本資料分析64
表3-5-1KMO值判斷準則65
表3-6-1本研究量表之項目分析摘要表68
表3-6-2本研究各潛在構面之KMO與Bartlett球形檢定69
表3-6-3各構面之因素及變數70
表3-6-4本研究之信度值表72
表3-6-5本研究之折半信度72
表3-6-6量表題目之平均數與標準差73
表4-1-1Guanxi親近程度與信任程度各因素間的Pearson相關係數77
表4-1-2信任程度、聯盟績效、未來合作意願各因素間Pearson相關係數78
表4-1-3Guanxi類型與聯盟信任程度之變異數分析表(ANOVA) 79
表4-1-4聯盟開始前有無中間人引薦與聯盟信任程度之t檢定分析表79
表4-2-1本研究各構面驗證性因素分析模式適配度評鑑結果摘要表84
表4-2-2本研究AMOS模式中各項潛在自變項與潛在依變項之間的相關性86
表5-1-1研究假設檢定結果彙總表89

圖次
圖1-3-1本研究之研究流程圖6
圖2-1-1華人組織中「Guanxi」與效能的概念模式13
圖3-1-1本研究之研究架構52
圖3-5-1本研究之研究架構、研究假設及資料分析方法關係圖67
圖4-2-1策略聯盟夥伴Guanxi親近程度之驗證性因素分析81
圖4-2-2信任程度之驗證性因素分析82
圖4-2-3聯盟績效之驗證性因素分析83
圖4-2-4未來繼續合作之承諾程度的驗證性因素分析84
圖4-2-5本研究SEM實證分析架構85

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