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论文编号：	629
作者编号：	20032889
上传时间：	2008/6/20 8:52:48
中文题目：	中国人际关系对企业采购决策的影
英文题目：	The Research on the Effect of
指导老师：	韩德昌
中文关键字：	中国人际关系 人际信任 企业间
英文关键字：	Chinese Guanxi Interpersonal
中文摘要：	在中国文化背景下，人际关系的内涵和作用与西方国家的人际关系有明显的不同。“关系”不仅是中国人社会生活的重要构成部分，而且，“关系”也深深渗透于中国人的经济、政治等活动之中，中国人的人际交往无时无处不带有明显的“关系”烙印。 进入21世纪之后，中国企业面临的营销环境发生了很大变化，其营销活动也发生了根本转变。企业的采购活动正日益受到“关系”文化的影响，在制订采购决策的过程中，企业开始关注和思考“关系”管理问题。与此同时，供应商企业也开始借助“关系”途径达成自己的业务目标。 基于以上现实考虑，本文以中国人际关系（“关系”）为研究视角，以信任和关系营销为理论基础，探讨中国人际关系对企业采购决策的影响，从而为供应商企业的营销实践提供理论指导。 首先，通过人际关系、中国“关系”文化、信任、关系营销和企业采购行为等方面的文献回顾与评析：（1）界定了中国人际关系的核心特征。中国人际关系的模式应为“关系—性质—规则—游戏”。虽然在形式上，它对应于西方角色论的“个体—位置—角色—游戏”，但二者逻辑上的出发点大相径庭。本文认为，仁义、人情、面子和私人关系是中国人际关系的核心特征，从这四个方面探讨中国人际关系对企业采购决策的作用，能够反映中国“关系”文化对企业间营销关系管理的影响；（2）选取KMV模型中的基础变量—信任和承诺，作为本文的关键中间变量，并赋予它们新的内涵。将信任概念扩展为企业间人际信任和企业间信任，突出了中国文化背景下关系承诺的情感因素；（3）提炼出长期导向、冲突、感知风险、信息共享和时间成本等五个因素，作为探讨采购决策过程的重要变量，以反映当前采购决策的主要特征；（4）开发了一个人际关系如何影响企业采购决策过程的研究模型。 其次，通过对21位受访者（2个开放式访谈，16个半结构化访谈）的深度访谈，我们发现：（1）本文界定的中国人际关系的四个核心特征—仁义、人情、面子和私人关系，除了仁义没有被直接提及外，其它三个特征被受访者反复提及。对于“仁义”的理解，大部分受访者多以“品德、道义”等形式提及，显然，这与本文对“仁义”的概念界定是基本一致的；（2）熟人信任是中国人际信任的主要特征，它对于产生企业间信任和关系承诺有积极的影响；（3）人际信任既可以直接作用于企业采购决策过程，也可以通过企业间信任和关系承诺路径对采购决策产生影响；（4）最终决策阶段，感知风险、长期导向和时间成本相对于其它两个要素冲突和信息共享更为重要。 最后，本文结合文献回顾与定性访谈，提出了33条理论假设，通过定量研究，最终有28条理论假设得到证实。在预调研（回收有效问卷213份）的基础上，运用SPSS和LISREL软件，对问卷的信度和效度等进行了检验，据此我们修正了问卷，并经过正式调研（回收有效问卷356份），最后形成了中国人际关系对企业采购决策影响研究的最终模型。 总之，本文通过文献分析、定性研究和定量研究，最终证实：（1）仁义、面子、私人关系与人际信任正相关；（2）仁义、人情、面子和私人关系与关系承诺正相关；（3）人际信任与企业间信任和关系承诺正相关；（4）企业间信任与关系承诺正相关；（5）人际信任与长期导向、信息共享正相关，与感知风险负相关；（6）关系承诺与长期导向正相关，与感知风险、时间成本负相关；（7）企业间信任与长期导向、信息共享正相关，与冲突、感知风险、时间成本负相关；（8）长期导向与购买意向正相关，感知风险、时间成本与购买意向负相关。这与本文的初步设想基本一致：中国人际关系通过信任与承诺对企业采购决策过程产生重要影响。
英文摘要：	Under the background of Chinese culture, the connotation of Chinese interpersonal relationship (which is called Guanxi) is quite different from western ones. Guanxi is not only the important component of the social life of Chinese people, but also deeply infiltrates the economic and political activities of Chinese people. The interpersonal communication of Chinese people has obvious stigma of Guanxi all the time. With the entry of 21 century, the marketing environment which Chinese enterprises are facing has been greatly changed, and their marketing activities also have been ultimately transformed. The purchasing activities of companies are ever increasingly influenced by Guanxi culture, companies begin paying attention to and thinking about Guanxi management issues. At meantime, suppliers also begin to achieve their business results through Guanxi manner. Basing on the above realistic consideration, taking Chinese Guanxi as its research perspective, this dissertation explores the influences of Guanxi on purchasing decision making basing on trust and relationship marketing theories, so it can provide theories support for the marketing practice of suppliers. First, through the literature review and remark of interpersonal relationship, Chinese Guanxi culture, trust, relationship marketing and purchasing behaviors of companies: (1) defined the core characters of Chinese Guanxi. Chinese Guanxi mode should be “relationship—nature—rule—game”. Although formally it corresponds to western role theory “individual—position—role—game”, their logical starting points are quite different. This dissertation regards that RenYi, Renqing, Mianzi(face) and Private Guanxi are the core characters of Chinese Guanxi. From four aspects to study the effects of Chinese Guanxi on purchasing decision making of companies, it can reflect the influences of Chinese Guanxi on the relationship management of B2B marketing; (2) this dissertation chooses the base variables—trust and commitment of KMV model as its key middle variables and endows them with new connotation. The concept of trust has been broadened to B2B interpersonal trust and B2B trust, and emphasizes the affective factors of relationship commitment under the background of Chinese culture; (3) in order to reflect the major features of ongoing purchasing decision making, this dissertation refines five factors—long-term relationship orientation, conflict, perceived risk, information sharing and time cost as the important variables of studying purchasing decision making process; (4) develops a research model how Chinese Guanxi influence purchasing decision making process. Second, through deep interviews to 21 interviewees (2 open interviews, 16 semi-structured interviews), we discover: (1) among the four core characters of Chinese Guanxi—RenYi, Renqing, Mianzi(face) and Private Guanxi, except RenYi” not mentioned directly, other three characters are mentioned by interviewees repeatedly. As for the understanding on RenYi, most interviewees mentioned it in term of moral character, justice and so on. Obviously, this is very similar to the definition of RenYi in this dissertation. (2) acquaintance trust is the major feature of Chinese interpersonal trust, it has positive influence on generating B2B trust and relationship commitment; (3) interpersonal trust can affect purchasing decision making process and also can has effect on it through B2B trust and relationship commitment; (4) in the stage of final decision making, perceive risk, long-term relationship orientation are relatively important to conflict and information sharing. Finally, combining with literature review and qualitative interview, this dissertation puts forward 33 hypotheses. Through quantitative research, 28 hypotheses are favored. Basing on pre-investigation (213 effective questionnaires returned), we apply SPSS and LISREL to examine the reliability and validity of the questionnaires and we modify the questionnaire according to the results. Through formal investigation (356 effective questionnaires returned), we construct the final model regarding to the influences of Chinese Guanxi on purchasing decision making. All in all, through literature review, qualitative and quantitative research, this dissertation finally proves that: (1) RenYi, Mianzi (face), and Private Guanxi are positively relevant to interpersonal trust; (2) RenYi, Renqing, Mianzi (face), and Private Guanxi are positively relevant to relationship commitment. (3) interpersonal relationship are positively relevant to B2B trust and relationship commitment; (4) B2B trust are positively relevant to relationship commitment; (5) interpersonal trust is positively relevant to long-term relationship orientation and information sharing, is negatively relevant to perceived risk;(6) relationship commitment is positively relevant to long-term relationship orientation and negatively relevant to perceived risk and time cost; (7) B2B trust is positively relevant to long-term relationship orientation and information sharing, and is negatively relevant to conflict, perceived risk and time cost; (8) long-term relationship orientation is positively relevant to purchasing intention and perceived risk and time cost are negatively relevant to purchasing intention. These conclusions are very consistent to our primary imagination: Chinese Guanxi has great effects on purchasing decision making process through trust and commitment.
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