Measuring the Operating Efficiency of Internet Channels Using the Two-Stage DEA Approach

應用二階段資料包絡分析法評估網路通路經營效率之研究

涂宏任(Hung-Jen Tu) ； 顏婉竹(Wan-Chu Yen)

《Asia Pacific Management Review》 18卷3期 (2013/09) Pp. 257-274+ii

https://doi.org/10.6126/APMR.2013.18.3.02

摘要

隨著網際網路盛行，許多公司導入網路通路作為拓展市場的工具，因此在固有的實體通路系統下導入網路通路對現今行銷環境是一個重大的挑戰。然而，針對網路通路進行績效評估並探索相關議題的績效意涵之實證研究卻相當有限，為使網路投資的效率和效能最大化，了解網路通路的績效意涵也就變得格外重要。為了填補文獻的缺口，本研究以TOE理論架構為基礎並進一步採取兩階段的方法，也就是結合資料包絡分析法（DEA）與Tobit迴歸，以探討導入網路通路的經營效率並進一步瞭解影響經營效率的決定因素。研究結果顯示通路權力、公司規模、需求成長以及市場佔有率是影響網路通路經營效率的重要因素，透過本研究將有助於管理者擬定行銷通路策略，為資源配置與行銷通路組合提供一個重要的參考方向。

關鍵字

網路通路 ； 資料包絡分析法 ； Tobit迴歸 ； 績效評估 ； TOE架構

並列摘要

The emergence of the Internet has prompted many firms to explore it as a new form of distribution channels. However, few empirical studies have undertaken a comprehensive evaluation of Internet channels or provided direct evidence of their performance implications. This present research proposed a conceptual model based on the Technology-Organization-Environment framework and adopted a two-stage approach, combining Data Envelopment Analysis with Tobit regression, to investigate the operating efficiency and determinants of Internet channels. Empirical data were collected from the financial services sector in Taiwan. The results of the first stage demonstrated the existence of large inefficiencies. To help improve the performance of inefficient firms, this study provides guidelines on how to allocate resources and operate at the right size. The second-stage findings show that Internet channel power, firm size, Internet channel-demand growth, and market share are important determinants in explaining efficiency levels of Internet channels. In conclusion, this study offers valuable information for managers to guide marketing channels toward superior performance.

並列關鍵字

Internet channels ； data envelopment analysis (DEA) ； tobit regression ； performance evaluation ； technology-organization-environment framework

參考文獻

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