| Summary: | 碩士 === 國立臺灣科技大學 === 企業管理系 === 90 === With the globalization of business operation, the uncertainty of ever-changing business environment and competition, both buyers and sellers gradually tend to build close long-term partnership in order to establish sustainable competitive advantage. In the prior marketing literature, the effectiveness of communication and information sharing has been mentioned frequently as an important factor in the development of coordinative relationship. However, there has been relatively little theoretical and empirical research about channel communication quality. The purpose of this study is to establish an integrated conceptual framework accessing the impact of major factors influencing communication quality. After reviewing all related literature, we develop an integrated empirical model exploring how “the effectiveness of communication flow”, ”channel structure”, ”channel relationship” and ”norms compatibility” affect the assessment of communication quality. The findings offer useful implication on channel communication for both researchers and practitioners.
The key points of the research as followed：
1.Evaluate the impact of “effectiveness of communication flow”, ”channel structure”, ”channel relationship” and ”norms compatibility” on channel communication quality.
2.Examine if the assessment of channel communication quality is affected by business types and background.
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