中小企業進入電子市集影響因素之研究

Factors influencing the entrance into electronic marketplaces in small and medium enterprises

方怡文(I-Wen Fang)

指導教授 ： 林耀欽

元智大學/資訊學院/資訊管理學系/碩士(2001年)

摘要

資訊科技的日新月異，網路頻寬等相關技術的突破與精進，促使網際網路呈現驚人的成長趨勢，造就電子商務與電子市集的興起與發展。電子市集的新興交易方式，與行銷經營理念，產生新的經濟行為模式。中小企業資源的缺乏，在面對電子市集活動時，必須了解電子市集的發展特性，再考量其本身的企業環境特性，產品特性等，認清自身的利基點與弱勢，如此才能成功地擠進電子市集中。
本研究主要是由產品複雜度與外在環境特性角度切入，探討影響中小企業進入電子市集的重要因素。透過問卷調查方式，進行研究假說的驗證工作，實證結果可得知資產特殊性、產品描述複雜度、競爭壓力，以及交易夥伴的強制等因素，對中小企業從事電子市集活動之意願有相當程度的影響。亦即當中小企業的資產特殊性低、產品描述複雜度低、競爭壓力高，以及交易夥伴的強制高時，進入電子市集的意願較高。
藉由文獻的整理與分析，以及本研究的實證調查結果，歸納出影響中小企業進入電子市集之因素。此外，根據產品複雜度和外在環境特性兩維度，劃分出四個類型的中小企業，並針對各類型中小企業提出進入電子市集之建議，作為中小企業發展電子市集活動之參考指標，使其能掌握電子市集的發展利基，並從中贏得新商機與新的競爭優勢。

關鍵字

電子市集 ； 產品特性 ； 環境特性

並列摘要

Due to the increasing growth of information technology, the rapid proliferation of Internet makes electronic commerce and electronic marketplaces prevail. The new transaction models and new marketing concepts in electronic marketplaces create new business economic behaviors. Because of lacking resources, the small and medium enterprises have to understand the development characteristics of electronic marketplaces and the business environment characteristics, product characteristics, so that they can successfully enter into electronic marketplaces for earning new competitive advantage.
This study is to identify the factors influencing entrance into electronic marketplaces in small and medium enterprises from two classes of variables: product complexity and external environment characteristics. Using discriminant analysis to test the hypotheses and the results indicate that two product complexity variables, asset specificity and complexity of product description, and two external environment variables, competitive pressure and partner pressure, are important factors affecting entrance into electronic marketplaces in small and medium enterprises.
Besides, the study divides the small and medium enterprises into four classes according to the product complexity and external environment characteristics and provides some suggestions for each class of businesses. These suggestions can help the businesses to enter into electronic marketplaces, to hold the opportunities of electronic marketplaces and to earn the new operational benefits and competitive advantages.

並列關鍵字

electronic marketplaces ； product characteristics ； environment characteristics

參考文獻

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