台商企業在中國大陸的競爭互動行為研究

潘偉華

摘            要

     本研究試圖瞭解在中國大陸台灣中小企業的競爭行為，希望瞭解如何增強或減弱競爭強度與敵對行為，藉著探討資源相似性、多重市場接觸、策略相似性是否會產生競爭節制行為，從而影響廠商的績效表現。本研究包含了142個樣本廠商，藉著階層回歸分析，探討18項競爭與合作行為對主變數的交互作用。本研究結果顯示：多重市場接觸與資源相似性得到較強的支持，並對績效有著正面的影響，相反地，策略相似性對績效並無顯著影響。然而，交互作用顯示競爭行為對績效的只有部分的干擾效果，因此，廠商的資源，策略及市場相似性並未能使台灣廠商的相互節制彼此的競爭行為。因此本研究認為：台灣廠商似乎擁有旺盛的企圖心且偏好競爭，使得競爭的相互節制假說基本上難以成立。

關鍵字  相互節制假說  資源相似性  多重市場接觸  策略相似性  中小企業  中國大陸

Abstract

This research tries to explore the competitive behaviours of Taiwanese SMEs in Mainland China, by investigating 3 key elements, resource similarity, strategic similarity and multiple-point competition, which have been proved to have mutural forbearance.

142 samples were surveyed via questionnaires. The following hierachical regression analysis and 18 interaction intems between 3 sets of independent variables and competitive behaviours were introduced in analysis. While multiple-point competition and resource similarity has strongly supported to be positive towards performance, strategic similarity seems has no significant relation with pereformance. However, the interaction anaysis suggests that the assertive Taiwanese SMEs seems to favour competition rather than mutural forbearance.

keywords：mutural forbearance, resource similarity, strategic similarity and multiple-point competition, SMEs, China