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E87105
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廣告主對廣告代理商管理機制選擇前因的探討:代理理論與交易成本觀點之互補性研究
A study on Decision Antecedents of Management Mechanisms for Advertisers toward Advertising Agents? A Complementary Research between Agency Theory and Transaction Cost Perspective
1.趙琪
1.Chyi Jaw
1.國立雲林科技大學企業管理技術系
1.epartment of Business & Administration, National Yunlin University of Science & Technology
001,002,003,004
1.國立雲林科技大學企業管理技術系
1.epartment of Business & Administration, National Yunlin University of Science & Technology
002
1.行政院國家科學委員會
1.National Science Council
A.14 計畫執行期間(起):1997-08-01
A.14 計畫執行期間(訖):1998-07-31
1998-02-011998-05-30
A.16 收到日期:1998-10-23
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台北市廣告代理商業同業公會出版的中華民國廣告年鑑

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C.2 聯絡日期:1999-01-20
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1.國立雲林科技大學企業管理技術系
1.epartment of Business & Administration, National Yunlin University of Science & Technology
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C.7 資料公開日期:2000-08-01
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1.代理理論
2.交易成本
3.管理機制
4.廣告主
5.廣告代理商
1.Advertisers
2.Advertising Agents
3.Advertising Management
4.Agency Theory
5.Management Mechanisms
6.Transaction Cost
本研究歸納出廣告管理機制大致可分為「行為」、「產出」及「派閥」三類,其觀點與空制理論的精神相通,只是不同的研究對象,其管理機制的內涵與方式會有所差 異。此外,本研究也發現,廣告主絕非單一運用某一類型管理機制,絕大部分是混合使用,只是各種管理機制運用的程度不同而已。本研究以單變量變異數分析廣告 管理機制的選擇前因,發現績效不可衡量性、目標衝突性、投機行為、合作情境變動性及交易對象稀少性等變數對廣告管理機制的選擇有顯著影響。當廣告主認知績 效不可衡量性或代理商投機行為可能性的程度愈高,愈傾向運用行為管理機制:當雙方目標衝突性或合作情境變動性愈高,則廣告主愈傾向運用以產出(績效)為基 礎的管理方式;當廣告主認知浮合期望的交易對象較少或代理商有良好專也能力時,則傾向運用以建立信任關係為基礎的派閥管理機制。研究結果發現,代理理論與 交易成本觀點兩者各能解釋組織間管理機制選擇前因的一部分,印證過去者對兩者具有互補性的論點。本研究建議實務界從事組織間管理的課題時,不妨以代理或交 易關係來界定並分析雙方的角色,從而了解對方所關心的重點,降低雙方的代理與交易成本,增進合作的效率。

There are three types of advertising management mechanisms: Behavior management mechanism, output management mechanism, and clan management mechanism. It proved the types of inter-organizational management mechanisms are corresponding to intra-organizational control types. Besides, the research finds the management mechanisms are not substitute for each other. Advertisers always make use of them complementally. The research analyzed the antecedents of adverting management mechanisms by one-way ANOVA, finding there are five influential factors of advertising management. When advertisers recognize the high level of the difficulty of measuring output, and agents opportunistic behavior, the advertisers will incline toward using behavior management mechanisms. However, when there are great goal conflict between them or they have great uncertainty in cooperative relationships, the advertisers will tend to operate output management mechanisms. Otherwise, advertisers will build mutual benefits or trust relationship with advertising agents, when the agents are rare.

D.16 完成檢誤日期:1999-11-11
D.17 預定釋出日期:0000-00-00
D.18 初次釋出日期:2000-08-01
D.19_1 最新版釋出日期:2000-08-01
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10.6141/TW-SRDA-E87105-1
http://efenci.srda.sinica.edu.tw/webview/index.jsp?object=http://efenci.srda.sinica.edu.tw:80/obj/fStudy/E87105
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