電子商務對多層次直銷商組織管理之影響研究
電子商務對多層次直銷商組織管理之影響研究-安麗個案研究

電子商務的發展改變了全球企業原本的商業模式，特別是網際網路的「去中間化」效應，更是直接影響傳統各種行銷通路。以人際網絡為業務發展基礎的直銷產業，更是感受到網路帶來的衝擊。如何將電子商務轉化為發展助力對直銷公司或是直銷商來說都是非常重要的議題。過去已經有研究關於電子商務對於直銷公司的發展或對直銷商個人所產生的影響，但對於中高階直銷商們形成的組織研究卻甚為缺乏。多層次直銷制度在實務上發展至今，直銷商們從過去個人單獨發展演變成組織型態。中高階層直銷商們會互相合作，將各自擁有的直銷商網絡聯合起來形成一個社群組織。這個非正式的直銷組織制度已經行之有年，他們已經發展出一套直銷商組織特有的活動方式和管理方法。直銷商組織不但是直銷公司的忠誠客戶群，同時身兼行銷開發市場的角色。他們對直銷公司而言不但是顧客，也是最重要的生意夥伴。本研究將中高階直銷商組織而成的社群視為一個企業組織，探討此一組織中的領導和管理人物對於電子商務的接受與行為模式，並透過深入訪談了解直銷商組織的活動運作與管理流程。試圖找出直銷公司的電子商務發展對於這些領導人的影響，對直銷公司電子商務輔助直銷商組織運作管理之功能與可行性，提出建議。本研究的主要結論與建議如下： 1.直銷商組織成員對於公司電子商務系統之接受度高。 2.影響中高階直銷商對於電子商務系統的使用意圖的構面因素可以歸納為「功能娛樂性」、「社會性」、「功能簡易性」。 3.直銷商組織成員背景因素太過複雜，因此整合性科技接受模型中的控制變數「經驗」、「性別」、「年齡」對於模型無相關解釋力。 4.直銷公司的電子商務系統可以開發出線上活動報名與收費功能來輔助直銷商組織活動的運作，並獲得直銷商組織的資訊反饋。關鍵字：電子商務、去中間化、多層次直銷、直銷商組織

關鍵字

電子商務；去中間化；多層次直銷；直銷商組織

並列摘要

The development of E-commerce has changed the business model of global enterprise, particularly the disintermediation of Internet affected the traditional marketing circuit directly. The direct sale industry based on the social network is affected even further by Internet. It’s an important issue to turn E-Commerce into direct sale company and direct distributor’s boost. There’re many studies about the impact of E-commerce on direct sale company and distributor, but few studies explore about the organization of direct distributors. The multi-level direct sale systems have developed in practice for years, the individual direct distributors evolve into the organization state. The higher level direct distributors will cooperate mutually, they will united their direct distributor networks into a social group organization. This unofficial direct sale organization already develops their unique activity pattern and management. The direct distributor organization is the direct sale company's loyal client, as well as the role of market development. They are both the customers and business partners of direct sale company. This study considered the direct distributor organization as an enterprise organization, researched the acceptance and behavior patterns of E-Commerce for leaders and mangers, and made an interview to understand the activity operation and management process. Also tried to find out the impact of E-Commerce on these higher level direct distributors, and recommended some functions and feasibility of E-Commerce to assist distributor organization’s management. Conclusion and suggestion for this study are summarized as follows: 1.The members of direct distributor organization have high acceptance of e-commerce systems. 2.Enjoyment, Social Influence and Ease of Use affect distributor's behavioral intention to use e-business systems. 3.Due to varied personal background of direct distributor organization members, control variables of UTAUT show no interpretive potency for the model. 4.The direct sale company's e-commerce system may develop online activity registration and charging function to aid the direct distributor organization and obtains the information feedback. Keyword: EC、Disintermediation、Multi-level Direct Sale、direct distributor organization

並列關鍵字

EC ； Disintermediation ； Multi-level Direct Sale ； direct distributor organization

參考文獻

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電子商務對多層次直銷商組織管理之影響研究電子商務對多層次直銷商組織管理之影響研究-安麗個案研究

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