The Moderating Roles of Influential Strategy and Corporate Culture on the Relationship between Knowledge Sharing and Buyer-Seller Relationship Quality

• Main Authors: Yen-Hao Chen, 陳彥豪
• Other Authors: Wann-Yih Wu
• Format: Others
• Language: en_US
• Online Access: http://ndltd.ncl.edu.tw/handle/49798910686691787058

碩士 === 國立成功大學 === 國際企業研究所碩博士班 === 93 === Abstract 　　In the field of business relationships, buyer-seller relationships were the most common pattern, and draw a lot of attention from academics. And in order to achieve competitive success in the long run, buyers and sellers always develop the long-term, relational-based relationships, improving the “quality” of this relationship perceived by both parties. Although there were many studies discussing the topic of buyer-seller relationship quality, they were all unilateral and in short of integration. Therefore, in this study, the buyer-seller relationship quality is investigated on the buyer’s standpoint and in an integral point of view. 　　However, many advantages would not be realized without the process of knowledge sharing between exchange partners. The impediment between the sharing of information and intense contacts, which result in the adaptation process, would make the exchange relationship lack mutual understanding and followed by dissolution of the relationship. Therefore, in this study, the effects knowledge sharing and adaptation on buyer-seller relationship quality would be confirmed, and then determine whether the higher degree of relationship quality would lead to buyer satisfaction perceived in the long run. 　　Furthermore, the moderating effects of influential strategy and corporate culture of the buyer would be verified in this study. It has been considered that when dealing with their partners, seller firms would adopt coercive strategy in order to make the cooperation effective and efficient. It is supposed that the usage of coercive strategy may interact with the behaviors of seller, resulting in hostility between exchange partners and do damage to the quality of this relationship. On the other hand, it is regarded that buyer firms possessing external corporate culture may appreciate the exchange process in the relationship, while firms with internal corporate culture may value the internal harmony of the collaboration. The details about the empirical validation would be delivered in this study. 　　According to the results of this study, several conclusions were made as follows: 1.The existence of knowledge sharing and adaptation can enhance the degree of buyer-seller relationship quality and they are positively related. 2.The usage of coercive strategy would not have significant influence which weakens the positive relationships between knowledge sharing, adaptation and buyer seller relationship quality. 3.Buyers with external corporate culture would respect the sharing of knowledge, but those with internal corporate culture might appreciate internal harmony only when the exchange process between buyer and seller was in a lower degree.