- 學位論文
機車經銷商管理資訊系統接受度之探討-以某品牌為例
A Research of Technology Acceptance Model of Dealer Management Information System in Motorcycle Industry - A Case Study on S Company
摘要
連鎖經營是企業拓展市場重要的商業模式，透過雙方關係的良善管理，創造強大的競爭優勢，連鎖產業服務化的趨勢，突顯第一線服務者的關鍵位置，資訊科技在形成連鎖競爭力與適應產業服務化則扮演重要角色。 全省3000多家機車經銷商多數以自願加盟(VC)型態組成，在不具高度通路強制力的資訊環境下，S公司試圖建構資訊科技帶來的競爭優勢，投入1000多萬進行通路電子化，其推展過程的失敗經驗與成果值得探討，為本研究的主要動機。 通路電子化對經銷商而言是新科技的接受過程，本研究由TAM、TRA、TPB行為理論檢視行為結果，發現既有行為理論並無法解釋經銷商在接受通路電子化觀念後，卻不選擇S公司系統的「行為」的替代型態結果。其原因乃過去行為理論目的在探就影響行為的構面來源，非探討行為的結果意義。從S公司失敗文獻中找出「知覺風險」是影響「行為」替代型態的關鍵因子，推翻過去「知覺風險」為「行為意圖」內涵的假說，形成本研究提出的BAM(BEHAVIOR ACCEPTANCE MODEL)行為接受模型，「行為」的結果，並非只受「行為接受」影響，「行為決策」則扮演另一影響構面。 過去的夥伴關係文獻顯示，既有的「通路權力」與「通路關係」對產生「知覺風險」扮演重要的來源。故本研究除探討BAM模式存在，亦試圖驗證既有的夥伴關係良窊對「知覺風險」的影響，做為未來類似案例作為參考。 結果顯示，「行為」結果的確受「行為接受」與「行為決策」顯著影響，並發現，除「強制權」外，其他構面對於通路電子化並無顯著影響，推翻過去「即有關係的電子化」思維，實為「通路電子化的新關係」，最終探討資訊部門在「通路電子化新關係」的新思維與角色定位。
並列摘要
Chain is an important business model to expand the market, through the goodness of relations management to create a strong competitive advantage. Information technology plays an important role on the servitization of manufacturing industries. In Taiwan most of the dealers more than 3,000 composed the chain with Voluntary Chain (VC) patterns and created the information environment with non-coercive power, S corporation attempted to construct the competitive advantage of information technology, invested more than 1000 million for electronic chain, the failure of its delivery process experience and achievements worth exploring, as the study's primary motivation. Electronic Management for dealers is the process of acceptance of new technology, the study by the TAM, TRA, TPB, we found those theories can’t explain the result of accepting Electronic Management concept after, but discarding S Corporation solution. The reason is those past theories of behavior aimed at the influences of behavior instead of at meaning of behavior. The failure in Electronic Management for dealers of the S corporation tells us, perceived risk is a key for behavior with substitution patterns. That overthrew the past hypothesis of perceived risk as a factor of behavioral intention and formed BAM (BEHAVIOR ACCEPTANCE MODEL). Past literature shows channel power and channel relationships impact on perceived risk. The goal of this study is to explore BAM and verify what influence the existing partnership plays as a future similar case as a reference. The results of this study showed that the result of behavior is affected by the acceptance of behavior and decision of behavior. Except of Coercive Power, the other institutions had no significant effect on the Electronic Management for dealers. This study indicated a new thinking “A new electronic relations” instead of the past thinking “electronics in the past relationship” and repositioned the role of information department.