摘要
　　在企業關係的領域中，買賣雙方關係（Buyer-Seller Relationships）是最常見到的一種形式，並且吸引了學術研究多方面的探討。買賣雙方通常發展所謂「長期性的」、「以關係為基礎的」合作方式，藉此改善雙方之間的關係品質（Relationship Quality），並達到長期性的競爭優勢。而儘管當前有許多學術研究探討買賣雙方關係品質這個議題，但多數研究仍為局部性的論證，並且缺乏了以整合性的觀點來探討此議題。因此，本研究欲站在買方的角度，以一個整合性的觀點來探討買賣雙方關係品質的議題。
　　然而，如果買賣雙方之間無法存有某種程度上的知識共享（Knowledge Sharing），許多潛在的利益則無法被獲得。買賣雙方之間資訊的交換以及密切的接觸會產生所謂的適配（Adaptation）。若此存在於雙方之間的適配被阻礙，則雙方在這個合作的關係之中就無法相互了解彼此的營運狀況，最後造成合作關係瓦解並導致失敗。因此，本研究深入探討知識共享以及適配對買賣雙方關係所造成的影響。除此之外，本研究亦探討是否高度的買賣雙方關係品質，會造成高度的買方滿意度。
　　再者，本研究亦探討影響策略（Influential Strategy）以及買方公司文化（Corporate Culture）是否對買賣雙方關係品質產生干擾效果。賣方通常會採行所謂的強勢策略（Coercive Strategy）來與買方交涉，使此合作關係能夠更有效率地達到其預先所期望的目的。但此強勢的態度會造成雙方之間氣氛不和諧並且萌生敵意，對關係品質產生損害。至於公司文化：若買方為積極外向（External）的公司，則其較容易重視雙方間資訊的交換以及適配；而保守內向（Internal）的買方，則比較重視此合作關係的合諧穩定。此干擾效果對買賣雙方關係品質的影響，本研究將會進行詳細的驗證。
　　而本研究最後產生的結論有下列三點：
1.買賣雙方之間若擁有知識共享以及適配的程序，則雙方關係品質會被提升。此三者之間存有正向的相互關聯。
2.本研究中，賣方使用強勢策略並未達對買方造成顯著負向干擾效果。這意味著賣方對買方的態度並未過於強勢，或者賣方不常使用強勢策略來對待買方。
3.擁有積極外向文化的買方，會重視雙方之間的知識共享且造成較高的適配。然而保守內向的買方，僅在知識共享程度不高的情況下，才會重視關係內部氣氛的合諧穩定，使得該情況下的關係品質提昇。

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.

Reference
1.Anderson, James C. and Narus, James A., “A model of distributor firm and manufacturer firm working partnerships”. Journal of Marketing, Jan 1990, 54, 1, p.42
2.Anderson E. and Weitz B., “Determinants of continuity in conventional industrial channel dyads”. Marketing Science, Fall 1989,8, 4, p.310
3.Berry, L. L. “Relationship marketing of services: growing interest, emerging perspectives” Journal of the Academy of Marketing Science, 1995, 23, 4, p. 236
4.Biong, H. and E. Selnes. “Relationship seeking behavior and skills in long-term industrial buyer-seller relationships”, International Business Review, December 1995, 4, 4, p. 483
5.Boyle, Brett, F. Robert Dwyer, Robert A. Robicheaux and James T. Simpson “Influence strategies in marketing channels: Measures and use in different relationship structure”, Journal of Marketing Research, November 1992, 29, p.462
6.Brennan, D. Ross, Turnbull, Peter W. and Wilson, David T., “Dyadic adaptation in business-to-business markets”. European Journal of Marketing, 2003, 37, 11/12, p. 1636.
7.Canning, Louise and Stuart Hanmer-Lloyd, “Managing the environmental adaptation process in supplier-customer relationships”, Business Strategy and Environment, Jul/Aug 2001, 10, 4, p. 225
8.Cannon, Joseph P. and William, D. Perreault, “Buyer-seller relationships in business markets”, Journal of Marketing Research, Nov 1999, 36, 4, p.439
9.Claycomb, Cindy and Frankwick, Gary L.,“A contingency perspective of communication, conflict resolution and buyer search effort in buyer-supplier relationships”, The Journal of Supply Chain Management, winter 2004, 40, 1, p.18
10.Crosby, Lawrence A., Evans, Kenneth R. and Cowles, Deborah, “Relationship quality in services selling: An interpersonal influence perspective”, Journal of Marketing, Jul 1990, 54, 3, p.68
11.Crosby, Leon B. “The just-in-time manufacturing process: Control of quality and quality” Production and Inventory Management, 1984, 25, 4, p. 21
12.Czepiel, John A., “Services encounters and service relationships: Implications for research”, Journal of Business Research, Jan 1990, 20, 1, p.13
13.Deshpande, Rohit, Farley, John U. and Webster, Frederick. E., “Corporate culture, customer orientation, and innovativeness in Japanese firms: A quadrad analysis”, Journal of Marketing, Jan 1993, 57, 1, p.23
14.Doney, Patricia M. and Cannon, Joseph P., “An examination of the nature of trust in buyer-seller relationships”, Journal of Marketing, Apr 1997, 61, 2, p.35
15.Dorsch, Michael J., Swanson, Scott R. and Kelley, Scott W., “The role of relationship quality in the stratification of vendors as perceived by customers”, Journal of the Academy of Marketing Science 1998, 26, 2, p.128
16.Dwyer, F. Robert, Schurr, Paul H. and Oh, Sejo, “Developing buyer-seller relationships”, Journal of Marketing, Apr 1987, 51, 2, p.11
17.Dwyer, F. Robert and Walker, Orville C., “Bargaining in an asymmetrical power structure”. Journal of Marketing, Winter 1981, 45, 1, p.104
18.Emshwiller J. R. “Suppliers struggle to improve quality as big firms slash their vendor roles”, Wall Street Journal (Eastern edition). New York, N.Y.: Aug 16, 1991. p. B1
19.Frazier, Gary L. and Rody, Raymond C., “The use of influence strategies in interfirm relationships in industrial product channels”, Journal of Marketing, Jan 1991, 55, 1, p.52
20.Frazier, Gary L. and Summers, John O., “Interfirm influence strategies and their application within distribution channels”, Journal of Marketing, Summer 1984, vol. 48, p. 43.
21.Frazier Gary L. and Summers, John O., “Perceptions of interfirm power and its use within a franchise channel of distribution”, Journal of Marketing Research, May 1986, Vol 23, p.169
22.French John, R. P. and Bertram H. Raven “The Bases of Social Power”, in Studies in Social Power, Dorwin Cartwright, ed. Ann Arbor: University of Michigan Press, p.150
23.Fynes, Brian and Voss, Chris, “The moderating effect of buyer-seller relationships on quality practices and performance”, International Journal of Operations & Production Management 2002, 22, 5/6, p.589
24.Gadde, Lars-Erik and Mattsson, Lars-Gunnar, “Stability and change in network relationships”, International Journal of Research in Marketing 1987, p.29
25.Ganesan, Shankar, “Determinants of long-term orientation in buyer-seller relationships”, Journal of Marketing, Apr 1994, 58, 2, p.1
26.Gaski, John F. and Nevin John R., “The differential effects of exercised and unexercised power sources in a marketing channel”, Journal of Marketing Research, May 1985, Vol 22, p.130
27.Geyskens I., Jan-Benedict E.M. Steenkamp and Kumar N. “A meta-analysis of satisfaction in marketing channel relationships”. Journal of Marketing Research, May 1999, 36, 2, p.223
28.Gundlach, Gregory T, Achrol, Ravi S, Mentzer, John T. “The structure of commitment in exchange”. Journal of Marketing, Jan 1995, 59, 1, p.78
29.Hair, J.F., Anderson, R.E., Tatham, R.L., & Black, W.C. (1998). Multivariate data analysis (5th ed.). Upper Saddle River, NJ: Prentice Hall.
30.Hakansson, H., (1982) International Marketing and Purchasing of Industrial Goods: An Interaction Approach. John Wiley and Sons Ltd, Chester.
31.Hallen, Lars, Johanson, Jan and Nazeem, Seyed-Mohamed, “Interfirm adaptation in business relationships”, Journal of Marketing 1991, 55, 2, p.29
32.Hausman, Angela, “Variations in relationship strength and its impact on performance and satisfaction in business relationships”, The Journal of Business & Industrial Marketing 2001, 16, 6/7, p.600
33.Hewett, Kelley, Money, R. Bruce. and Sharma, Subhash, “An exploration of the moderating role of buyer corporate culture in industrial buyer-seller relationships”, Academy of Marketing Science, summer 2002, 30, 3, p. 229
34.Homburg, Christian, Krohmer, Harley, Cannon, Joseph P. and Kiedaisch, Ingo “Customer satisfaction in transnational buyer-seller relationships”, Journal of International Marketing 2002, 10, 4, p.1
35.Jackson, Barbara Bund. “Winning and keeping industrial customers: the dynamics of customer relationships”. Lexington MA: Lexington Books.
36.Jarvelin, A. and Lehtinen, U. (1996) “Relationship quality in business-to-business service context”, in Edvardsson, B. B., Johnston, S.W. and Scheuing, E. E. (Eds), QUIS 5 Advancing Service Quality: A Global Perspective, Warwick Printing Company Ltd, p. 243
37.Jonathan D. Hibbard, Nirmalya Kumar and Louis W. Stern, “Examining the impact of destructive acts in marketing channel relationships”, Journal of Marketing Research. Feb 2001, 38, 1, p. 45
38.Jonsson, Patrik and Zineldin, Mosad “Achieving high satisfaction in supplier-dealer working relationships”, Supply Chain Management 2003, 8, 3/4, p.224
39.Jöreskog, Karl G. and Sorbom, Dag. “Recent developments in Structural Equation Modeling” Journal of Marketing Research, Nov 1982, 19, p. 404.
40.Kale, P., H. Singh and H. Perlmutter. “Learning and protection of proprietary assets in strategic alliances: Building relational capital”, Strategic Management Journal, March 2000, 21, 3, p. 327
41.Kenis, P. and D. Knoke, “How organizational field networks shape interorganizational tie-formation rates”, Academy of Management Review, April 2002, 27, 2, p. 275
42.Knobloch, L. K. and D. H. Solomon, “Information seeking beyond initial interaction: Negotiating relational university within close relationships”, Human Communication Research, April 2002, 28, 2, p. 243
43.Kwaku, Appiah-Adu and Blankson, Charles, “Business strategy, organizational culture, and market orientation”, Thunderbird International Business Review, May/Jun 1998, 40, 3, p.235
44.Lawrence P. R. and Lorsch J. W. 1967 Organization and environment. Cambridge, MA: Harvard Graduate School of Business Administration.
45.Lee, David R. and Bohlen George A., “Influence strategies of project managers in the information-technology industry”, Engineering Management Journal, Jun 1997, 9, 2, p.7
46.Lusch, Robert F. “Source of power: Their impact on interchannel conflict”, Journal of Marketing Research, Nov 1976, 13, 4, p. 382
47.March J. G. 1988 “Decisions and Organizations”. Oxford, Basil Black well Ltd.
48.Mayo, Donna T., Richardson Lynne D. and Simpson, James T., “The differential effects of the uses of power sources and influence strategies on channel satisfaction”, Journal of Marketing Theory and Practice, spring 1998, 6, 2, p.16
49.Metcalf, Lynn E., Frear, Carl R. and Krishnan, R., “Buyer-seller relationships: An application of the IMP interaction model”, European Journal of Marketing 1992, 26, 2, p.27
50.Mohr, Jakki and Nevin, John R., “Communication strategies in marketing channels: A theoretical perspective”, Journal of Marketing, Oct 1990, 54, 4, p.36
51.Monczka R. M., Petersen K. J., Handfield R. B., Ragatz L.G. “Success factors in strategic supplier alliance: The buying company perspective”, Decision Sciences, Summer 1998, 29, 3, p.553
52.Moorman C., Zaltman G. and Deshpande R., “Relationships between providers and users of market research: The dynamics of trust within and between organizations”. Journal of Marketing Research, Aug 1992, 29, 3, p.314.
53.Morgan, Robert M. and Hunt, Shelby D., “The commitment-trust theory of relationship marketing”, Journal of Marketing, Jul 1994, 58, 3, p.20
54.Nielson, Charles C., “An empirically examination of the role of closeness in industrial buyer-seller relationships”, European Journal of Marketing 1998, 32, 5/6, p.441
55.Parsons, Amy L., “What determines buyer-seller relationship quality? An investigation from the buyer’s perspective”, Journal of Supply Chain Management, spring 2002, 38, 2, p.4
56.Paul H. Schurr and Julie L. Ozanne. “Influences on exchange process: Buyer’s perception of seller’s trustworthiness and bargaining toughness”, Journal of Consumer Research, May 1985, 11, 4, p.935
57.Peterson, Robert A. “Relationship marketing and the consumer”, Journal of the Academy of Marketing Science, Fall 1995, 23, p. 278
58.Ranaweera, Chatura and Prabhu, Jaideep, “On the relative importance of customer satisfaction and trust as determinants of customer retention and positive word of mouth”, Journal of Targeting, Measurement and Analysis for Marketing, Sep 2003, 12, 1, p. 82
59.Ravald, Annika and Gronroos, Christian, “The value concept and relationship marketing”, European Journal of Marketing 1996, 30, 2, p.19
60.Romano, P. “Co-ordination and integration mechanisms to manage logistics processes across networks”, Journal of Purchasing and Supply Management, May 2003, p. 119
61.Ruekert, Robert W.and Churchill, Gilbert A., “Reliability and validity of alternative measure of channel member satisfaction”, Journal of Marketing Research, May 1984, 21, 2, p.226
62.Rust, Roland T. and Zahorik, Anthony J., “Customer satisfaction, customer retention and market share”, Journal of Retailing, Summer 1993, 69, 2, p.193
63.Scheer, Lisa K. and Stern, Louis W., “The effect of influence type and performance outcomes on attitude toward the influencer”. Journal of Marketing Research, Feb 1992, 29, 1, p.128
64.Shamdasani, Prem, Hean Tat Keh and Chan, Kenny Ter-Sin, “The efficacy of power and influence strategies in a conventional channel: A Singapore perspective”, Journal of Business & Industrial Marketing 2001, 16, 1, p.21
65.Smircich, Linda, “Concepts of culture and organizational analysis”, Administrative Science Quarterly, Sep 1983, 28, 3, p. 339
66.Smith, Brock, “Buyer-seller relationships: Bonds, relationship management, and sex-type”, Canadian Journal of Administrative Sciences, Mar 1998, 15, 1, p. 76
67.Smith, Brock, “Buyer-seller relationships: Similarity, relationship management, and quality”, Psychology & Marketing, Jan 1998, 15, 1, p.3
68.Thorsten, Hennig-Thurau. and Alexander, klee, “The impact of customer satisfaction and relationship quality on customer retention: A critical reassessment and model development”, Psychology & Marketing, Dec 1997, 14, 18, p.737
69.Thorsten, Hennig-Thurau., Gwinner Kevin P. and Gremler, Dwayne D. “Understanding relationship marketing outcomes”, Journal of Service Research, Feb 2002, 4, 3, p.230
70.Venkatesh R., Kohli, Ajay K. and Zaltman, Gerald, “Influence strategies in buying centers”, Journal of Marketing, Oct 1995, 59, 4, p.71
71.Walter, Achim and Ritter, Thomas “The influence of adaptations, trust, and commitment on value-creating functions of customer relationships”, The Journal of Business & Industrial Marketing 2003, 18, 4/5, p.353
72.Williams, Michael R. and Attaway, Jill S., “Exploring salespersons’ customer orientation as a mediator of organizational culture’s influence on buyer-seller relationships”, The Journal of Personal Selling & Sales Management, Fall 1996, 16, 4, p.33
73.Williams, Oliver E. “Credible Commitments: Using hostages to support exchange”, American Economic Review, Sep 1983, 73, p. 519
74.Wilson David T., “The integrated model of buyer-seller relationships”, Journal of the Academy of Marketing Science 1995, 23, 4, p.335
75.Wilson David T. and Kristan Moller, “Buyer-seller relationships- alternative conceptualizations”, in Paliwoda, S.J. (Ed.), New Perspectives on International Marketing, Routledge, London. P. 87
76.Wong, Amy and Sohal, Amrik “An examination of the relationship between trust, commitment and relationship quality”, International Journal of Retail & Distribution Management 2002, 30, 1, p.34
77.Zineldin, Mosad Amin. “Towards an ecological collaborative relationship management. A “co-operative” perspective”, European Journal of Marketing, 1998, 32, 11/12, p. 1138