外銷導向之中小企業採用電子市集因素之探討 - 以手工具業為例

Factors of eMarketplace Adoption for Small and Medium Enterprises of Export Trade – An Example of Toolhands Industry

萬鈞萍(Chun-Ping Wan)

指導教授 ： 劉士豪

中原大學/商學院/資訊管理研究所/碩士(2003年)

https://doi.org/10.6840/cycu200300215

摘要

對於從事外銷導向的中小企業來說，電子市集的崛起，透過其可以快速地獲得競爭上的優勢，擴展自我的市場區域。但由於中小企業本身資訊化程度不高，因此政府的電子市集專案應要積極推動。加上中小企業特性為公司決策由一人決定，因此，為我們為要充份掌握公司決策者的認知，使其導入電子市集，故需了解其可能考慮因素。

　　因此，本研究內容主要根據TPB為基礎來彙總採用資訊科技因素，並透過個案訪談，確認採用因素以發展外銷導向之中小企業採用電子市集因素之模型；並透過問卷調查，依照決策者願意使用的四種電子市集類型，將採用電子市集之群體區隔，供未來想加入電子市集的外銷導向之中小型企業，以了解其可能考慮之因素。

　　研究結果發現，不願意使用電子市集的決策者其不容易受到外界競爭壓力的影響，而促使其選擇採用電子市集；而願意採用電子市集的決策者中，大多會選擇電子型錄類型的電子市集，而政府若要促使企業使用更高一層的線上交易類型之電子市集，則需增強其對環境競爭情形的認知，再者若要推動最高層級的線上付款電子市集，則需提高該企業內的高階主管對電子市集推導的支持，才可以達到整個專案的執行。

關鍵字

中小企業 ； 外銷導向 ； 計劃行為理論 ； 電子市集

並列摘要

In the small enterprise for undertake to export the oriented to say, E-Marketplace of rising, through it can quickly acquire the superiority on the competition, enlargement the market region of the ego. But due to winning the small enterprise per se information to turn the extent not high, so the e-marketplace case of the state should is the aggressive promotion.Add to and make policy for the corporation in the small enterprise characteristic by the one person set, thereupon, are for wanting to hold the recognition of the corporation decision maker fully for us, make it duct into the e-Marketplace, so need and realize its possible consideration.

　　Thereupon, this the content of research is main sur the TPB for base to gather and adopt the information technologies factor, and interview through the case, validating and adopting the factor with the evolution the Small and Medium Enterprises of Export Trade adopt the model of the e-Marketplace factor.Through the questionnaire, use according to the decision maker volens of four grows the e-Marketplace type, provide the community segment of the adoption e-Marketplace, will want to join the Small and Medium Enterprises of Export Trade of electron the orientation in the future in the small scaled enterprise, to realize the factor that it may consider.

　　The research result detects, the reluctance idea uses the decision maker of the e-Marketplace it allows of no easily under the influence of the external world competing the press, and urge its selection the adoption the e-Marketplace.And the volens adopts in the decision maker of the e-Marketplace, will select the e-Marketplace of the electron catalog type mostly, and state if urge the higher the e-Marketplace of the on-line exchange type of the layer in enterprise praxis, then need to strengthen it versus the recognition of the situation of atmosphere competition.Furthermore if push the on-line payment e-Marketplace of the highest hierarchy, then need to put up said top executive in the enterprise versus the sustenance that the country fair of electron deduce, can just obtain whole exemplary case carries out.

並列關鍵字

TPB ； e-Marketplace ； Small and Medium Enterprises ； export trade

參考文獻

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