| Summary: | 碩士 === 清雲科技大學 === 國際企業管理研究所 === 100 === In response to the challenges of the globalization of markets, single enterprises start to integrate all the cooperative partners and turn the bilateral trading relationship into long-term, strengthened and stabilized partnership in order to faster satisfy market demand and to get a head start. A survey was conducted by the University of Chicago Graduate School of Business in 2006 and 500 enterprises were included. According to this survey, nearly 200 enterprises’ CEOs said that to respond to different challenges, the best way for the suppliers and enterprises to overcome adversities and to compete for success is through cooperation (Li, Bo-Feng, 2007).
Lai, Wen-Xiang (2008) thinks that in a cooperative partnership, there are many topics worth discussing, including the motivation prior to cooperation, the level of mutual trust and the strategies applied during cooperation and continuous cooperation in the future. The primary objective of this study is to find out the effects of different motivations and strategies on cognitive trust and affective trust in a cooperative partnership between suppliers and enterprises. This study targets on enterprises which implement supply chain mode and conducts empirical research through questionnaires. A total of 304 questionnaires were effective with a return rate of 92.12%. The major findings of this study are as follows.
1. When enterprises have different motivations, shared values, act of co-participation and diversifying risks have significant impact on affective trust.
2. On the types of trust, cognitive trust and affective trust have significant impact on altruistic behavior in dimensions of cooperative strategies.
3. On the strategies, altruistic behavior significantly increases willingness to continuously cooperate with partners.
Keywords: Shared values, Co-participation, Risk diversification, Cognitive trust, Affective trust, Altruistic behavior
|
|---|
