隨著網際網路的發達,數位行銷在目前市場上已是一項相當重要且熱門的一項行銷策略,企業界與消費者溝通的方式漸漸以數位行銷代替傳統行銷,此外,組織績效對於公司營運扮演著一個重要的腳色,根據這些原因,在本研究將探討數位行銷對於組織績效是否有重要影響,再者,使用企業文化作為此研究的干擾變項,探討企業文化是否對數位行銷與組織績效具有干擾作用。 本研究採實地問卷發放,以台南科學園區織企業員工為發放對象,共收集到250份問卷,並以因素分析和迴歸分析等方法進行數據分析。本研究數據皆使用SPSS 18.0的版本進行數據的分析,其研究結果如下: 1.數位行銷對組織績效有正向關係影響。 2.企業文化對數位行銷有正向影響關係。 3.企業文化對組織績效有正向關係影響。 4.企業文化對數位行銷與組織績效具有干擾作用。
Digital marketing is the most popular marketing strategy recently. Moreover, organizational effectiveness plays key role in company management. Here, we discussed digital marketing which may influenced by organizational effectiveness. Further, organizational culture is considered in this study to certify whether the variable moderate the relationship between digital marketing and organizational effectiveness. 250 questionnaires were collected. For the data analysis, SPSS version 18.0 were used to analyze. The findings of this study are as followed: 1. Digital marketing has positive impacts on organizational effectiveness. 2. Organizational culture has positive impacts on digital marketing. 3. Organizational culture has positive impacts on organizational effectiveness. 4. Organizational culture has impacts on organizational effectiveness and digital marketing.