影響企業導入電子商務績效之企業內部因素之探討

A Study of the Firms' Internal Factors That Influence the Performance of the Business Use of E-commerce

鄭明松(Julian M. S. Cheng) ； 陳信益(Raymond H. Y. Chen) ； 林佳慧(Chia-Hui Lin)

《中華管理學報》 5卷1期 (2004/03) Pp. 1-22

https://doi.org/10.30053/CHJM.200403.0001

摘要

本研究主要探討影響企業導入電子商務績效之企業內部因素。研究內容共分為三大部份：(1)建立一套明確的電子商務績效衡量指標，藉以衡量公司導入電子商務後的經營績效；(2)驗證何種企業內部因素會導致企業導入電子商務時，會具有較高的經營績效；(3)檢驗企業內部因素對企業導入電子商務經營績效的影響，是否會因為產品類別的不同而有所差異。研究方法首先透過文獻探討，再輔以實務界半結構式訪談與個案撰寫等等，以推導出研究假設，以及建立電子商務績效衡量指標，最後，以電子郵件郵寄問卷，收集並分析資料。研究結果發現，欲導入電子商務的公司，若其供應鏈管理愈好、營運愈具有彈性、透過網路提供給顧客的附加價值愈多、高階管理團隊態度愈積極、以及組織文化愈具建設性等等，則電子商務導入後的績效愈好。此外，本研究亦發現，供應鏈管理、營運彈性與附加價值的提供等等因素對企業導入電子商務後績效的影響，不會受到產品類別的干擾；不過，高階管理團隊態度與組織文化建設性等等因素對企業導入電子商務後績效的影響，則會受到產品類別的干擾。

關鍵字

電子商務 ； 網路行銷 ； 產品分類 ； 績效評估

並列摘要

This research was mainly to study a firm's internal factors that influence the performance of the introduction of e-commerce to the firm's business operation. Three parts were included: (1) to develop a set of indexes in order to evaluate the performance of the introduction of e-commerce; (2) to examine which internal factors of a firm will influence the performance of the introduction of e-commerce, (3) to examine the differences of the performance of the introduction of e-commerce within different product classifications. The research methodology included a literature review on the subject matter, a numbers of case studies, and interviews on field experts; then, a set of evaluation indexes was operationalized, and the research hypotheses were developed; finally, the data was collected through an email survey and analyzed. The findings of the study were that the performance of the introduction of e-commerce would be affected by the management of the supply chain, the flexibility of a firm's management style, the value-added offerings of a firm through the Internet, the eagerness of a firm's top management on the introduction of e-commerce, the constructivity of a firm to the introduction of e-commerce, etc. In addition, it was also suggested by the research result that the product classification would not interfere the influence of the management of the supply chain, the flexibility of a firm's management style, the value-added offerings of a firm, etc. on the performance of the introduction of e-commerce, but would interfere the influence of the eagerness of a firm's top management, the constructivity of a firm, etc. on the performance of the introduction of e-commerce.

並列關鍵字

E-commerce ； Internet Marketing ； Product Classification ； Performance Evaluation