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研究生:王允志
研究生(外文):Yun-Zhi Wang
論文名稱:探討網際網路應用對行銷活動之影響-以製造業為例
論文名稱(外文):The Impact of using the Internet on Marketing Activities: Example for Manufacturing Industry
指導教授:曾柔鶯曾柔鶯引用關係
指導教授(外文):TSENG, JOU-YING
學位類別:碩士
校院名稱:逢甲大學
系所名稱:企業管理所
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2002
畢業學年度:90
語文別:中文
論文頁數:127
中文關鍵詞:網路行銷網路應用
外文關鍵詞:Internet MarketingInternet
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自1990年代開放網際網路從事商業活動以來,其正逐漸改變企業的運作模式,尤其是在行銷領域上,網際網路已被視為一項行銷工具,有助於企業在廣大的全球市場上,搜尋目標顧客,因此,企業必須考量如何運用資訊科技改善本身行銷之效能與效率。是故,本研究擬探討企業網際網路應用之行為模式,以及其對於行銷活動之影響,甚至是企業之經營績效。

在資料分析部分,本研究擬針對87份有效問卷資料,進行一系列的統計分析。主要運用SPSS 10.0版軟體與AMOS為主要分析工具,分析方法包括敘述統計分析(Descriptive Analysis)、因素分析(Factor Analysis)、相關分析(Correlation Analysis)以及線性結構化模式(LISREL, Linear Structure RELation)等。分析結果如下:(1)網際網路應用對於行銷活動的影響,獲得部分支持。其中,市場研究對於產品管理、銷售管理等行銷活動具有顯著之影響;而內部使用與外部使用則分別對於銷售管理活動具有顯著之影響,但對於產品管理活動則無顯著影響。(2)網際網路透過行銷活動,對企業經營績效具有顯著影響之假設,則部分支持。其中,產品管理活動對於銷售績效、銷售效率與管理效率上具有顯著的影響;銷售管理活動則對於銷售績效與管理效率具有顯著的影響,但對於銷售效率上則無顯著之影響。


Since Internet was applied by commerce activities in 1990s, it has changed the worldwide business model and raised many opportunities. Especially in the marketing area, Internet is viewed as a marketing tool, and could facilitate enterprises to select target customers in the global market. Therefore, enterprises must think how to use information techniques to improve marketing performance and efficiency. Thus, this article focuses on using the Internet and explores the relationship between degrees of using the Internet and marketing activities. And examining that using the Internet on marketing activities could influence performance of enterprises.

abcdeThis article uses SPSS and AMOS to analyze 87 copies of questionnaires. The research methodologies include descriptive analysis, factor analysis, correlation analysis and LISREL. Our findings generally support our conceptual framework, and the result support most of the hypotheses. First, the findings for the impact of using the internet on marketing activities are supported, but internal and external use on the Internet may fail to influence product management activities. Second, supportive findings for using the Internet on marketing activities can influence performance of enterprises. However, sale management activities can’t influence sale efficiency.


目錄I
表目錄III
圖目錄V
第一章緒論1
第一節研究背景與動機1
第二節研究目的4
第三節論文結構與研究流程4
第二章文獻探討7
第一節網際網路7
第二節行銷27
第三節網際網路行銷39
第四節經營績效51
第三章研究設計與方法54
第一章研究架構54
第二節研究假設56
第三節研究變數與操作性定義60
第四節研究設計64
第五節資料分析方法67
第四章資料分析69
第一節敘述統計分析69
第二節各構面之效度與信度80
第三節網際網路應用、行銷活動與經營績效之相關分析88
第四節線性結構模式分析91
第五章結論與建議98
第一節研究結論98
第二節研究建議101
第三節研究貢獻與限制103
第四節後續研究之建議105
參考文獻106
附錄115


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