大數據的導入對公司績效的影響

The Impact of Big Data Implementation on Firm Performance

黃子晏(TZU-YEN HUANG)

指導教授 ： 黃正魁

國立中正大學/管理學院/企業管理學系/碩士(2016年)

摘要

一直以來大數據被不斷地提出討論，持續有許多企業將之導入於組織中。近年來技術的進步，大數據透過強大且複雜的運算分析能力，提供以數據為導向的決策分析，幫助企業進行商業模式的創新，使得企業相較於過往更積極投入於大數據的導入，然而伴隨著吸引人的能力，導入大數據的過程其實含藏著巨大的挑戰，在導入的過程中其實不只限於技術的發展或突破，在管理層面上亦產生許多須待解決的問題，因此大數據的導入是否能實質地提升企業的商業價值，在管理層面上一直是個重要的問題，然而問題的結果到目前為止仍然未知。過去有學者透過事件研究法探討企業宣告大數據的導入是否會產生異常報酬現象，遺憾的是其結果顯示大數據的宣告對公司並無產生正面或負面的異常報酬，說明了外部投資人對企業投資大數據這一行為感知仍然有限。而相對於從外部投資人觀點進行對大數據導入的觀察，另一項值得探討的是以股東或管理者的角度觀察大數據的執行效果，因此本篇將從內部觀點切入，藉由觀察企業導入大數據後的績效表現，針對財務面、生產面以及市場價值面，三大面向進行探討，衡量大數據的導入對企業是否產生正面的影響力，並進一步對次級資料做定量分析，分別衡量先行導入者以及績效表現較優者的大數據導入效果，希望在藉由多項指標的評估，提供企業在管理層面上對大數據的導入有更深入的了解。

關鍵字

資訊科技的商業價值 ； 大數據的導入 ； 公司績效 ； 市場價值 ； 先行導入者

並列摘要

The topic of big data has been widely discussed several years and keeps on being implemented into enterprises. The advocates of big data are focusing on how to reshape the business process to turn into the data-driven decision making or how to improve the runtime of analytical algorithms. However, the tremendous challenge of big data implementation (BDI) is not only a technical problem but a managerial problem for big data. How to estimate the performance of BDI is instead the critical interest to persuade managers that the investment of BDI is worthy for their companies. The previous study has revealed that the announcement of BDI is without any reflection on the market value of firms, i.e. no significantly positive and negative abnormal returns. The assessment of abnormal returns with an event study method proffers managers to comprehend the exterior effectiveness from the perception of investors. The interior of firms themselves, however, is another considerable way to demonstrate the availability of BDI for their stakeholders. Therefore, in this study , we attempt to investigate the performance of BDI from another perspective (i.e. an inside view). The financial approaches were conducted to estimate the financial performance, productivity , and market value of BDI; they are popular to widely be used in evaluating business value of information technology. The arguments of BDI adopters, first movers, and better performers are investigated by the quantitative analysis with our collected and the secondary data to understand the influence on BDI.

並列關鍵字

business value of information technology ； big data implementation ； firm performance ； market value ； first mover

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