以社會網路之鑲嵌觀點建構跨組織合作之成功模式—以台灣保險業為例

Daft (2001)指出組織在面對環境之不確定性時，多以跨組織合作來適應環境變化。惟組織雖可藉合作維持或創造持續性競爭優勢，但雙方若缺乏信任關係，往往造成合作失敗。
社會網路之鑲嵌觀點係主張雙方基於信任與互惠促進合作關係之品質，使合作關係具備獨特價值。而本研究以社會網路之鑲嵌觀點建構觀念性架構，實際調查保險業行銷功能委外之合作關係，我們採問卷調查搜集54個有效樣本，並以複迴歸模式進行分析，研究結果顯示組織間價值觀相似性與關係接觸程度均與關係鑲嵌呈正向關係；關係鑲嵌與關係績效呈正向關係。
關鍵字：關係鑲嵌、關係績效、社會網路
Constructing An Inter-Organizational Collaboration Model from the Relational Embeddedness Perspective－An Empirical Study of the Insurance Industry in Taiwan
Abstract
Daft (2001) asserts that organizations facing environmental uncertainty generally utilize inter-organizational collaboration to adapt to the change. Collaboration enables firms to maintain or create a sustainable competitive advantage. However, firms may also encounter failures due to the lack of trust with their partners.
The Relational Embeddedness of Social Network Theory concentrating on the creation of unique value can be helpful to enhance the partner relationship through trust and reciprocity. Based on the perspective, this study establishes a conceptual framework and then explores the marketing outsourcing relationship of the insurance industry in Taiwan. A total of 54 effective samples were surveyed via questionnaires and a regression model was used to analyze the data. Finally, the results show that both familiarity and relationship contact behavior are positively related to the relational embeddedness. The relational embeddedness is also positively related to relationship performance.
Keywords: relational embeddedness; relationship performance; social network