交易成本理論與社會交換理論觀點下探討關係信任與關係學習對關係績效之影響

The Effects of Relationship Trust and Relationship Learning on Relationship Performance: Based on Transaction Cost and Social Exchange Theories Perspective

本研究主要目的在於（1）結合交易成本理論與社會交換理論觀點，建構包含關係學習、關係信任與關係績效之整合性模式、（2）確認在夥伴關係中，如何促進關係學習、關係信任與關係績效，以及（3）探討關係績效是否受到關係學習與關係信任互動效果的影響。本研究以多層次傳銷商上、下線配對的方式蒐集了668份有效問卷，並以結構方程模式（SEM）驗證所建立的模式之配適度，以及研究假設。研究發現：（1）本研究建構之整合性關係學習模式具良好配適度，適用於多層次傳銷業。（2）關係學習、關係信任與關係績效受到其前因之影響，改善前因可促進夥伴關係。（3）在多層次傳銷業中，關係信任之隱藏成本是不存在的。本研究依據上述發現提出具體的理論與實務意涵，以及後續研究建議。

This study addresses three research purposes: （1） submitting an integrated relationship learning model based on theoretical concepts from transaction cost theory and social exchange theory; （2） identifying how relationship learning， relationship trust and relationship performance can be promoted; （ 3） exploring whether relationship performance is affected by the interaction between relationship learning and relationship trust. The mode is tested using a sample of 668 upline-downline relationship dyads identified in multi-level marketing industry. Structural Equation Modeling （SEM） is applied to test the research hypotheses. The findings are summarized al follows:（1）the proposed integrated relationship learning model fits multi-level marketing industry;（2） relationship learning， relationship trust and relationship performance are affected by the antecedents， and the partners’ relationship performance can be promoted by reforming the antecedents;（3）no evidence shows existence of hidden costs of high levels of trust in multi-level marketing industry. Theoretical and managerial implications， and suggestions for further studies are presented in final session.