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论文编号：	5497
作者编号：	2120112412
上传时间：	2013/6/9 1:26:17
中文题目：	供应链中企业间沟通对下游企业忠诚度的影响——基于信任和满意度的中介作用分析
英文题目：	The Influence of Communication Between Enterprises in the Supply Chain on the Downstream Enterprise Loyalty---Analysis Based on the Mediating Effect of Trust and Satisfaction
指导老师：	许晖
中文关键字：	沟通;信任;满意度;忠诚度;心理距离
英文关键字：	Communication;Trust;Satisfaction;Loyalty;Psychic Distance
中文摘要：	随着经济全球化的发展，企业外部环境动态复杂，消费需求越来越具有个性化和多元化，导致社会竞争越来越激烈，同时竞争主体已经由企业转化为供应链间的竞争，而供应链中企业间稳定的合作关系能够给企业乃至整个供应链带来竞争优势。同时供应链中下游企业的忠诚度能促进企业间稳定合作关系的形成，因此研究供应链中下游企业忠诚度的驱动因素具有重要的现实意义。本文以下游企业忠诚度作为研究切入点，基于信任与满意度的中介作用探讨供应链中企业间的沟通对下游企业忠诚度的间接影响，进而探索出下游企业忠诚度的形成路径，同时本文特色在于引入心理距离作为调节变量。具体地，本文的研究问题可以细分为：第一，研究供应链中企业间的沟通对信任、满意度的作用；第二，研究供应链中信任、满意度对忠诚度的影响；第三，信任、满意度在沟通与忠诚度的间接关系中起中介作用；第四，心理距离负向调节沟通与中介变量（信任和满意度）的关系；第五，心理距离负向调节中介变量（信任和满意度）与忠诚度的关系。本研究采用验证性因子分析、相关性分析、结构方程分析等统计方法，探讨变量之间的关系，最终得出研究结论：第一，通过上游企业对下游企业的双向沟通能够促进信任和满意度的形成；第二，通过上游企业对下游企业频繁的沟通能够促进信任的形成，但未必能带来下游企业的满意；第三，下游企业的信任、满意度能够促进下游企业忠诚度的形成；第四，信任、满意度作为中介变量影响沟通与忠诚度的关系；第五，心理距离负向调节双向交流与信任/满意度的关系，但对于心理距离的其他调节作用并不显著。 关键词：沟通，信任，满意度，忠诚度，心理距离
英文摘要：	As the advancement of economic globalization, enterprises are facing the dynamic and complex external environment, at the same time, consumers’ demand are becoming more and more personalized and diversified, which makes social competition becomes increasingly fierce. What’s more, the competition among enterprises has been transformed into supply chains. As the study shown, enterprises’ corporation in the supply chain can create competitive advantage. While the loyalty of downstream enterprises in the supply chain can promote the formation of stable cooperative relations between enterprises. So the research about the driving factors of downstream enterprises loyalty has important realistic significance. In this paper, we regard enterprise downstream loyalty as the starting point, discussing the mediating role of trust and satisfaction based on the indirect effects of communication on the downstream enterprise loyalty. And we explore ways of establishing downstream enterprise loyalty through communication, at the same time, the characteristic of this paper is to introduce the psychic distance as moderating variable. The main research contents include the following: Firstly, in the supply chain, exam the role of communication on trust and satisfaction; Secondly, in the supply chain, exam the role of trust and satisfaction on loyalty; Thirdly, trust and satisfaction play a mediator role in the indirect relationship between communication and loyalty; Fourthly, the detrimental moderating impact of psychic distance on the relationships between communication facets and relational mediators (trust and satisfaction);.Fifthly,the detrimental moderating impact of psychic distance on the relationships between relational mediators (trust and satisfaction) and loyalty. In this study, confirmatory factor analysis, correlation analysis, and structural equation analysis and other statistical methods are used to explore the relationships between variables.Conclusions of this study including: Firstly, bidirectional communication between enterprises in the supply chain can promote the formation of trust and satisfaction; Secondly, Through frequent communication to downstream enterprises can promote the formation of trust, but not necessarily lead to downstream enterprises satisfaction; Thirdly, trust and satisfaction can promote the formation of loyalty; Fourthly, trust and satisfaction play a mediator role in the indirect relationship between communication and loyalty; Fifthly, psychic distance negatively moderates the effects of bidirectional communication on trust and satisfaction,but the moderating effects of psychic distance on other variables were nonsignificant. Key Words: Communication, Trust, Satisfaction, Loyalty, Psychic Distance
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