Exploring the Factors Favoring mCommerce Adoption among Indian MSMEs: A TOE Perspective

印度「中小微型」企業支持採用「行動商務」因素的探討：「科技－組織－環境」學理的觀點

陳梅霞(Megha Jain) ； 李雅涵(Angelina Nhat-Hanh Le) ； 林瑩昭(Julia Ying-Chao Lin) ； 鄭明松(Julian Ming-Sung Cheng)

《東海管理評論》 13卷1期 (2011/08) Pp. 147-188

https://doi.org/10.29724/TMR.201108.0005

摘要

本研究主要是經由「科技－組織－環境」學理的觀點，來解釋為何新興市場的「中小微型」企業，尤其是在印度，比較適合採用「行動商務」，而非「電子商務」。經由文獻探討以及案例探討，本研究認為，雖然「電子商務」的應用有其獨特的利益，但採用「行動商務」對印度「中小微型」企業卻是較佳的選擇。利用「科技－組織－環境」學理的觀點，本研究提出新興市場使用「行動商務」來替代「電子商務」的潛在因素，如此，本研究強化了學術及業界在這方面原有有限的知識。本研究發現，在目前的商業環境下，「中小微型」企業的能力、以及內外部基礎建設相關等等的原因下，對印度的「中小微型」企業而言，「行動商務」應該是比「電子商務」為更好的選擇方案。當「行動商務」在印度仍處於導入初期，本研究適時提供給印度「中小微型」企業採用「行動商務」重要的指引。

關鍵字

行動商務 ； 電子商務 ； 科技－組織－環境 ； 中小微型企業 ； 新興市場 ； 印度

並列摘要

The current research aims to explain, through the Technology-Organization- Environment (TOE) framework, the factors affecting the adoption of mobile commerce (mCommerce) over electronic commerce (eCommerce) by micro, small, and medium enterprises (MSMEs) in emerging markets, particularly India. The current research through a review of literature and multiple case studies, proposes that though eCommerce has its own unique value propositions and benefits, the adoption of mCommerce will be a more feasible option than eCommerce for MSMEs in India. Using the TOE framework, the current research provides insights into the drivers of mCommerce and inhibitors of eCommerce adoption in emerging markets, thus adding to the limited knowledge among both academics and practitioners. The current research finds that given the present business environment, MSMEs' capabilities, and external/internal infrastructural issues, adoption of mCommerce for business is a better option than eCommerce for MSMEs in India. Since mCommerce in India is still in its nascent stage, the current research provides valuable guidance to mCommerce adoption among Indian MSMEs.

並列關鍵字

mCommerce ； eCommerce ； TOE framework ； MSME ； Emerging markets ； India

參考文獻

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Balasubramanian, S., Peterson, R.A., and Jarvenpaa, S.L. (2002). Exploring the Implications of M-Commerce for Markets and Marketing. Journal of the Academy of Marketing Science, 30(4), 348-361.