網路科技對創新採用與新創事業成長之策略影響

The Strategic Impact of Internet Technology on Innovation Adoption and New Venture Growth

張寶蓉(Bau-Jung Chang)

指導教授 ： 湯明哲

國立臺灣大學/管理學院/國際企業學研究所/博士(2009年)

https://doi.org/10.6342/NTU.2009.00283

摘要

網路科技(IT)具有規模報酬遞增、資訊可及性與豐富性之特性，改變了許多產業的競爭生態以及競爭策略。現有廠商面臨技術不連續性，可能快速反應或是採取不反應策略，而新興技術所衍生的新創事業，可能藉此機會進入市場並獲取利益。本論文以技術創新、能耐基礎、以及網路經濟學為理論根基，探討廠商面臨技術變遷所採取之策略與對績效之影響。具體而言，本論文發展兩個研究子題，分別探討網路科技對現有廠商及新創事業之衝擊與影響。

本論文以美國零售產業為研究標的，研究子題一針對105家現有零售廠商宣佈採用電子商務為樣本，探討創新採用對市場報酬之影響，以及探討個別廠商之異質性，是否會造成市場報酬差異；同時針對廠商規模對於創新採用時機之影響進行實證研究。研究子題二以131家傳統零售廠商及31家網路零售廠商為研究樣本，探討網路效率假說，以及快速成長對網路零售廠商之績效影響。研究結果顯示，採用電子商務確實為現有零售廠商帶來正向的異常報酬，且採取不同策略以及廠商特性會影響績效差異；此外，研究結果發現網路效率假說可能言過其實，且僅有大規模的網路零售廠商採取快速成長策略能獲得較佳績效。

關鍵字

網路科技 ； 網路經濟學 ； 技術創新 ； 能耐基礎 ； 電子商務

並列摘要

Internet technology (IT) comprising the characteristics of increasing returns to scale and reach and richness of information, changes the landscape and business strategies and creates new competitive environments for many industries. Incumbent firms in the face of technological discontinuity may be able to quick response or may fail to confront, whereas new ventures may obtain opportunities to enter the market and gain the profits. This thesis employs technological innovation theory, competence-based view, and network economics to discuss the impact of strategies and performance of the firms in the face of technological change. Specifically, this thesis develops two studies and investigates the impact of Internet technology on incumbent firms and new ventures.
In the context of U.S. retail industry, the first study 1 employs 105 incumbent firms made e-commerce initiatives and investigates the stock market reaction in different firm-level factors and the impact of firm size on the timing of innovation adoption. The second study uses 131 brick-and-mortar retailers and 31 e-tailers to examine Internet efficiency hypothesis and the impact of get-big-fast strategy on firm performance of e-tailers. The results find that the announcements of e-commerce initiatives of firms obtain positive abnormal returns, and the differences exist by groups based on firm heterogeneity and strategies. In addition, the results also find the Internet efficiency hypothesis may be overstated according to the empirical results, and the impact of get-big-fast strategy of firm performance may only support for large e-tailers.

並列關鍵字

Internet Technology ； Network Economics ； Technological Innovation ； Competence-based View ； E-commerce

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