本篇研究主要是探討針對台灣地區之旅行業者導入企業間資訊整合平台對旅行產業上下游認知關係探討研究。本研究以甲種旅行業者為研究對象，而研究以關係治理理論作為架構基礎，探討甲種旅行業者在導入企業間資訊整合平台的準備度與其業務人員在代銷關係中對關係規範與關係品質之影響，由於「社會影響」在旅行業上下游中扮演著重要的角色，因此特將此放在研究中。總共回收112份來自於台灣地區甲種旅行業之業務人員之有效問卷，統計分析使用結構方程式與階層迴歸。資料分析結果顯示甲種旅行業導入企業間資訊整合平台時，組織準備度對於關係規範與關係品質產生正向顯著性影響，表示準備度效果若越高，代表其業者更能較有效率且更充分的使用企業間資訊整合平台的功能，如此提高藉由企業間資訊整合平台進行的關係規範行為。且社會影響對關係規範中的合作與關係品質也產生干擾效果。而當甲種旅行業者對綜合旅行業者有長期合作意向，且兩者具有一致性目標時，將會受到外在環境使用企業間資訊整合平台之影響，進而導入或升級企業間資訊整合平台以加強與夥伴間的關係品質。研究結果建議甲種旅行業在使用電子交換平台進行與夥伴溝通和連結前，應先於公司內部建立軟硬體設備、作業流程改造及價值觀之準備，方能藉此加強與夥伴的關係規範與品質。

This study examined the impact of business-to-business integration (B2Bi) on relationship in the Taiwan travel agency industry. Therefore the study is focused on tour operator travel agencies (TOTAs) regarding the impact of B2Bi on relationship. Based on relationship governance theory, this study established a conceptual model as the research purpose to examine interfirm relationship quality enhancement by using B2Bi within activities involving relational norms. In addition, this study also examined the moderating effect of social influence, which is an important concept having to do the relationship between B2Bi readiness and relational norms. Structural equation modeling and hierarchical regression were conducted to analyze the data collected from 112 TOTA employees. The results confirmed the impact of organizational readiness on relational norms and the impact of relational norms on relationship quality. More B2Bi readiness makes firms using B2Bi functions more efficiently and then increases relational norms activities through B2Bi. Furthermore, social influence was shown to significantly moderate between solidarity and relationship quality. As a result, TOTAs that have long-term relationship intentions and possess consistent operational goals with GTAs are more likely to be affect by social influence to adopt or to update B2Bi in order to enhance the relationship quality with GTAs. The study suggests that firms can install infrastructure, modify operation process, and promote value about B2Bi before using B2Bi in relational norms and then enhance relationship quality in interfirm relationship.

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