資訊不確定下企業虛擬市場策略、績效之關係分析

The Relationship Analysis of Virtual Market Strategies and Performances under the Information Uncertainty

唐順明(Shung-Ming Tang) ； 張照奇(Chao-Chyi Chang) ； 姜琇森(H S Chiang) ； 葉育婷(Yuh-Tyng Yeh) ； 廖彥婷(Yen-Tyng Liao) ； 簡宇筑(Yeu-Chu Chien) ； 唐瑞瀅(Rai-Yein Tang)

《運籌管理評論》 2卷1期 (2007/04) Pp. 11-26

https://doi.org/10.29836/LMR.200704.0003

摘要

電子商務蓬勃發展使得傳統市場的競爭策略無法維持競爭優勢，市場競爭從實體轉向虛擬，形成虛擬市場，且影響市場動態環境改變，企業必須調整策略以因應競爭進入虛擬市場，因此需要擬訂適合的企業虛擬市場策略，維持競爭擾勢。本研究目的是，(1)建立資訊不確定下虛擬市場策略與績效之關係分析模式；(2)以結構模式分析法(Structural Equation Modeling, SEM)驗證模式；(3)以實証分析探討研究在管理學術上發現的隱函性意義與貢獻。實證研究發現：本研究模式符合虛擬市場的競爭環境，如果虛擬市場之資訊的質與量對於績效影響不顯著，企業在資訊科技策略與組織結構策略制訂會受主觀決策影響。資訊對稱情形越高對夥伴選擇策略制訂越有利。整體而言，動態環境下企業需要低於動態觀點定位虛擬市場薛策略位置，進行企業資源規劃，建立企業進入虛擬市場的商葉流程，以獲取競爭優勢，是未來研究與應用方向。

關鍵字

資訊不確定因素 ； 虛擬市場 ； 網路績效

並列摘要

The Internet drives the development of E-commerce, the traditional market competitive strategies become too insufficient to maintain the competitive advantages. It makes market competitions switch from physical to virtual orientation, and that forms a virtual marketplace and drive the change of the dynamic market environment. So, the enterprises should make strategy adjustments fit the changes of the Industry structure under dynamic environment. Namely, to enter virtual marketplaces to maintain their competitive a dvantages, the enterprise must make strategies to fit in with their firms and enhance the organization performance. There are three purposes in this study: (1) To create a relationship analysis model between the virtual marketing strategic, dynamic environment and performance. (2) We use the confirmed structured model to verify the research model. (3) To discover the intent meaning and contribution of this study in terms of management. We found that the quality and quantity of information effects the performance lesser if the development of internal virtual marketplace is not mature. If so. the information technology and organization strategies will be restricted by the bounded reason decision, On the other hand, the more symmetrical information the more benefits in making partner choosing decision. Finally, the firm must reposition the strategic location of the virtual marketplace and arrange the enterprise resource properly, and set up the suitable virtual marketplace business model to gain competitive advantages.

並列關鍵字

Information uncertainty ； Virtual market ； Net-work efficiency

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