臺灣博碩士論文加值系統

關於國際市場進入模式的選擇策略，長久以來已有頗多的探討。然而，其共通的缺憾即是幾乎都是以總和研究的觀點進行實證的分析與探討，只能推論出一般性、整體性的架構與評估模式，無法針對個體廠商之間的差異性加以明訂出適合個體性的分析架構，並探討哪些變數在影響著這些差異。再者，過往的研究均著重在探討經濟性因素如何影響廠商進入模式的選擇，而忽略了其他行為變數的影響。因此，本研究以聯合分析的方法，以集群、個體研究層次的觀點探討個別廠商在海外市場進入模式選擇的決策之間的異同，並根據這些差異建構出更具適合度的解釋模型。在本研究中加入決策風格作為調和變數，觀察所有廠商在相同的自變數影響下，其不同的決策風格是如何影響廠商做出最後的決定。
本研究以實驗設計的方式進行分析而並非是利用傳統的橫斷面調查資料來解釋因果關係的資料。因為橫斷面的資料僅能就事件的相關性進行驗證，而無法驗證出一個現象的因果關係。所以本研究利用聯合分析的實驗設計法估計各個不同決策風格廠商的決策模式，並根據這些決策模式的異同進行分析比較。
本研究的結果最後發現，以個體層次分析的基礎較總和分析模式對於廠商決策依據的分析是有較高的解釋能力。並且在本研究加入決策風格變數對總樣本數進行分群，經過實證分析的結果證明這些廠商的決策型態的確具有顯著性的決策差異。所以對於造成廠商之間差異性的調和變數是可以用決策風格的差異解釋。因此，證明此一決策風格變數能夠有效的針對廠商個別性的決策差異進行解釋。

Regarding to foreign market entry strategy, there has been a large number of researches. Most of them are aggregate-based researches. However, the common weakness of the kind of research lies in it’s limited to infer only general, overall structure and assessment model. It’s impossible to propose a structure reflecting each firm’s individuality and variances and to discuss which factors determine these variances. Moreover, early researches emphasized on how economic factors affect each firm’s entry mode choices, but neglected the influences of behavior factors. As a result, in the way of conjoint analysis, this research discusses how each firm adopts different entry mode strategies in overseas market. Also, according to these differences, it constructs a much more proper explanation model. Besides, the factor of decision style functions as moderators in this research, which helps observe how different decision styles influence the firms’ final decisions, in the same consideration set.
Instead of cross-sectional data analysis, this research explains the cause and effect relationship in the way of experimental design. Because cross-sectional data only provides the evidence of relevance between two events, but not their cause-and-effect relation. So this research aims to predict the decision modes adopted by firms with different decision styles and makes comparison accordingly, using the method of conjoint analysis.
Compared the individual-based analysis with the aggregate-based research, the result shows the former method provides better explanation. Taking “decision style” into consideration, the research proves that it really works as moderators of differences among the firms. It accounts for why individual firms make different decisions.

第一章緒論…………………………………………………………1
第一節研究動機……………………………………………………1
第二節研究目的……………………………………………………3
第三節論文架構……………………………………………………4
第二章文獻探討……………………………………………………5
第一節海外直接投資相關理論……………………………………5
第二節國際市場進入模式之定義與類型…………………………14
第三節影響國際市場進入模式選擇之因素………………………18
第四節聯合分析模型理論…………………………………………25
第三章研究方法……………………………………………………33
第一節研究之觀念性架構…………………………………………33
第二節研究構面與變數的定義……………………………………35
第三節研究設計……………………………………………………49
第四節統計方法……………………………………………………53
第四章研究分析與結果……………………………………………58
第一節樣本描述……………………………………………………58
第二節成對樣本ｔ檢定結果………………………………………60
第三節理論構面的萃取……………………………………………65
第四節聯合分析結果………………………………………………74
第五節不同進入模式影響因素之結構性比較……………………84
第五章結論與建議…………………………………………………94
第一節研究結論……………………………………………………94
第二節研究限制……………………………………………………97
第三節後續研究建議………………………………………………99
參考文獻……………………………………………………………… 100
一、中文部分……………………………………………………100
二、英文部分……………………………………………………101
附錄一：第一階段問卷……………………………………………… 104
附錄二：第二階段問卷……………………………………………… 108

一、中文部分
1.于趾琴，企業併購的風險，國立臺灣大學新聞學研究所碩士論文，民國88年6月。
2.李碧霞，臺灣廠商赴越南投資之研究，國立臺灣大學財務金融學研究所碩士論文，民國84年6月。
3.林鑫宏，貝氏聯合分析混合模式及集群分析法在產品最佳化的應用研究，國立臺灣大學國際企業學研究所碩士論文，民國87年6月。
4.吳青松，國際企業管理─理論與實務，初版，民國86年3月。
5.吳慧嫻，中式香腸之消費者偏好行為及市場區隔研究聯合分析法之應用，國立臺灣大學農業經濟學研究所碩士論文，民國80年6月。
6.陳志榮，企業併購程序中理論與實際之比較，國立臺灣大學商學研究所碩士論文，民國79年6月。
7.陳厚銘，臺灣廠商海外投資之區位選擇與市場進入模式研究─折衷典範與網路變數分析，國立臺灣大學商學研究所博士論文，84年1月。
8.黃俊英，多變量分析，第五版，民國84年6月。
9.蘇坤鈿，不同偏好下國際市場進入模式之選擇以歐洲市場為例，國立臺灣大學商學研究所碩士論文，民國82年6月。
10.羅家儀，行銷特殊化資產與信譽障礙對臺灣跨國企業國際市場進入模式選擇之影響，國立暨南國際大學國際企業學研究所碩士論文，民國87年6月。
二、英文部分
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3.Anderson, Erin & Hubert Gatignon, (1986) "Modes of foreign entry: A transaction cost analysis and propositions," Journal of International Business Studies, Vol.17, Fall, pp:1-26.
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5.Buckley, Peter J. & Mark C. Casson, (1976), Economic Theory of the Multinational Enterprise, Macmillan, London.
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7.Caves, Richard E., (1971), "International Corporations: the Industrial Economics of Foreign Investment," Economica, February, pp:1-27.
8.Davidson, William H., (1982), Global Strategic Management, New York: John Wiely and Sons.
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10.Dunning, John H., (1977), "Trade, Location of Economic activity & the Multinational Enterprise: A Search for an Eclectic Approach," The International Allocation of Economic Activity.
11.Dunning, John H., (1981), International Production and the Multinational Enterprise, George Allen & Unwin, London.
12.Dunning, john H., (1988), "The Eclectic Paradigm of International Production: A Restatement and Some Possible Extensions", Journal of International Business Studies, Spring, pp:1-31.
13.Eisenhardt, K.M., (1989), "Agency Theory: An Assessment & Review", Academy of Management Review, Vol.14, No.1, pp: 57-74.
14.Fama, E. & Jensen, M., (1983), "Seperation of Ownership and Control", Jorunal of Law Economies, Vol.26, pp:301-326.
15.Harridan, Kathryn R., (1985), "Exit Barriers and Vertical Integration," Academy of Management Journal, 28(3), pp: 686-697.
16.Hill, Charles W.L.; Peter Hwang & W. Chan Kim, (1990), "An eclectic theory of the choice of international entry mode," Journal of Strategic Management, Vol.11 Feb., pp: 117-128.
17.Jensen, M. & Meckling, W., (1976), "Theory of the Firm: managerial Behavior, Agency Costs & Ownership Structure," Journal of Financial Economics, Vol. 3, pp: 305-360.
18.Killing, Peter J., (1982), "How to make a global joint venture work," Harvard Business Review, 60 May-June, pp: 120-127.
19.Kim, W. Chan; Hwang, Peter, (1992), "Global Strategy and Multinationals'' Entry Mode Choice," Journal of International Business Studies; Vol.23 (1), PP.29-54.
20.Root, Franklin R., (1982), Foreign Market Entry Strategy, New York: AMACON.
21.Rugman, Alan M., (1979), International Diversification and the Multinational Enterprise, Lexington, Mass: D. c. Heath.
22.Teece, D., (1986), "Transaction Cost Economics and Multinational Enterprise", Journal of Economic Behavior & Organization, No.7, pp: 21-45.
23.Teece, D., (1978), "Multinational Enterprise, Internal Governance, & Industrial Organizations", American Economic Review, Vol.75, No.2, pp: 223-238.
24.Vernon, Raymond, (1966), "International investment and international trade in the product cycle," Quarterly Journal of Economics, May , pp: 190-207.
25.Vernon, Raymond, "The Product Cycle Hypothesis in a New International Environment, (1979), " Oxford Bulletin of Economics and Statistics, November.
26.Williamson, O.E., (1975), Markets and Hierarchies: Analysis & Antitrust Implications. N.Y.: The Free Press.
27.Williamson, O.E., (1979), "Transaction Cost Economics: The Governance of Contractual Relations", Journal of Law and Economics, Vol.22, pp: 233-261.