A Study on the Intention of Collaboration Continuation in Phalaenopsis Industry: Expectancy Confirmation Theory View

• Main Authors: I-Tzu Wang, 王憶慈
• Other Authors: Ta-Jung Lu
• Format: Others
• Language: en_US
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/7y6x3f

碩士 === 國立中興大學 === 科技管理研究所 === 102 === Orchid is one of the most important Taiwanese export agriculture products. According to the latest data provided by the Council of Agriculture of Taiwan, the orchid Q1 export of 2013 decreased from that of last year. Other successful floriculture export cases show that one of the key success export factors is collaboration among domestic organizations. Therefore, this study aims to find out the status and weaknesses of collaboration among orchid firms, to improve the collaboration continuation willingness. Our suggestions for firms, government/professional associations and academia can be useful in improving the collaboration performance in orchid industry. Expectancy Confirmation Theory (ECT) is usually used to analyze customers'' behavior in marketing literature. The primary purposes are studying customers'' satisfaction, post-purchase behavior, purchase continuation intention, etc. This research takes an orchid firm''s collaboration with other firms as a consumer purchase behavior and adopted the ECT model to analyze the intention of collaboration continuation of orchid firms. Additionally, one of the most important factors in collaboration relationships is selecting good partner(s). Based on the partner characteristics which orchid firms chose partner(s), we can learn what are those criteria when orchid firms selecting their collaboration partner(s). Are there differences between their criteria and the best practices in literature? In literature of social relationship, “relationship involvement” is a common issue and one of the factors of successful collaboration relationship. Hence, the characteristics of collaboration partners and relationship involvement also were important factors to be studied. This research has distributed questionnaires to 106 orchid firms in person and recovered 62 valid questionnaires. The statistical analysis results show that the intention of collaboration continuation is influenced by relationship involvement and partners'' characteristics. The higher the rank of the partners'' characteristics (ranking by respondents) is, the higher the relationship satisfaction is. In turn, the intention of collaboration continuation can be increased. On the contrary, business objective results which are perceived usefulness and confirmation don''t significantly influence the intention of collaboration continuation. Most results of this study are similar to those found for industrial industry. Notably, industrial industries pay more attentions to intangible assets rather than market knowledge which is valued the most by orchid firms. Followings are our suggestions for improving the collaboration in orchid industry. Firms should pay more attentions to intangible assets, firm''s operational characteristics and degree of fitness. Government/professional associations could guide firms to collaborate in a formal “contract collaboration” rather than mere “communication collaboration”. Academia might do qualitative study on both two parties in collaboration. Furthermore, Chinese market, a potential production and purchasing market, is worthy to be studied.