臺灣博碩士論文加值系統

現今網路發達全球網路用戶攀升，2018 年 8月全球超過 16 億個網站，活躍網站為 1.7 億。2016 年在台灣視覺傳達設計產業，其中多媒體（網站）設計類營業額 1.7 億元，較去年成長 80.0%，新公司設立數成長 20.9%，視覺傳達設計產業每年約有 200 間新公司成立。在高度成長、高度競爭的網站設計市場中，而在眾多的網站設計供應商，企業如何選擇評估選擇適合的供應商變得格外重要。

企業採購網站設計服務的資訊搜尋成本高、決策時間長、決策人數多，本研究聚焦於企業客採購製化網站服務的採購決策行為，本研究主要目的為瞭解客製化網站設計的採購決策影響因子，藉由交易成本理論，將採購決策分為四個階段，依序為尋找廠商、評估廠商、合作效益、再次合作，對應的交易成本為資訊搜集成本、道德危機成本、效益成本、專屬陷入成本，探討四項交易成本在組織產業與採購角色影響採購決策的成交因子，並建構成交的預測模型。

研究對象以W公司 2015 年至 2019 年服務之客戶，產業歸納兩大產業服務業與非服務業。問卷設計先進行訪談，再刪選出採購考量的衡量項目，共計回收 100 份有效問卷。運用三種預測工具，羅吉斯迴歸分析、決策樹分析、類神經網路分析。

研究成果影響成交的因子，效益成本是四項變數中唯一呈現顯著相關，代表的是效益成本越高，顧客購買決策意願也會變高。產業與採購角色對採購考量因素是不具有干擾作用，不會增加顧客購買決策的意願。成交預測模型，經析結果得知決策樹的模型準確率最高，當道德危機成本小於 1.3367，且專屬陷入成本大於等於0.3716，客會成功交易的正確率為 100%，若要提高成交的機率，需降低客戶的道德危機成本，且提高專屬陷入成本。

With the development of the internet, the number of global internet users has been growing. As of August 2018, there were more than 1.6 billion websites, and among them, 170 million websites were active. In 2016, the revenue from the multi-media (website) designs in the visual communication design industry in Taiwan was 170 million NTD, it grew 80.0% from the previous year. The number of newly set up companies also grew by 20.9%, with about 200 new visual communication design companies. In the fast-growing and intensively competitive market of website design, how to assess and select an appropriate supplier among so many website design suppliers are extremely critical to enterprises.

The cost of the information searching cost is high, the time for decision-making is long and the decision-makers are many when procuring website design services for enterprises. The study focuses on the decision-making behaviors of enterprises during website design procurements. The main purpose of the study is to understand the factors affecting the procurement decision making for customized website designs. Through the Transaction Cost Theory, the procurement decision-making is divided into four stages, identifying the vendor, assessing the vendor, effects of the partnership and re-partnership, with the corresponding transaction costs, including the information Searching costs, moral hazard costs, utility costs and specific hold-up cost, to discuss the factors of these four transaction costs affecting the procurements from the aspects of organizing the industrial and procurement roles, as well as construct the estimating model of transaction finalization.

The subject of the study is the clients served by W Company from 2015 to 2019. These clients are labeled as service industry and non-service industry. For the questionnaire design, firstly the interviews were conducted and then screening for the considerations of procurement. The valid questionnaires recovered were 100 copies in total. Three estimating tools were applied, including logistic regression, decision tree analysis and artificial neural network analysis.

Based on the study, among the four factors affecting transaction finalization, the utility costs are the only significantly relative factor. In other words, the higher the utility costs are, the higher the willingness of buying decision-making for the clients is. The industrial and procurement roles do not intervene in the consideration of procurements, nor increase the willingness of buying decision-making of the clients. For the estimating model of transaction finalization, it has been learnt that the decision tree is the most accurate one. When the moral hazard cost is less than 1.3367 and the specific hold-up cost is higher than 0.3716, the accuracy of successful transaction finalization is 100%. To increase the possibility of transaction finalization, the moral hazard cost must be decreased and the specific hold-up cost must be increased.

中文摘要 i
Abstract ii
目次 iv
表目次 vi
圖目次 vii

第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 7
第二章 文獻探討 8
第一節 交易成本 8
第二節 採購角色 11
第三節 採購考量因素 12
第三章 研究方法 13
第一節 研究架構 13
第二節 研究假設 14
第三節 研究範圍與取樣 15
第四節 問卷設計 15
第五節 資料分析方法 21
第六節 研究工具 22
第四章 研究結果 24
第一節 敘述性統計 24
第二節 信度分析 26
第三節 主成分分析 27
第四節 研究假說驗證 27
第五節 預測模型建立之結果 32
第五章 結論建議及管理意涵 39
第一節 研究結論 39
第二節 管理意涵 40
第三節 研究限制與未來方向 41
參考文獻 42
附錄問卷 47

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