臺灣博碩士論文加值系統

多數企業體認到必須運用資訊科技才能在不確定的競爭環境中生存。資訊系統發展從早期的使用者自建系統，已經演進至今日的企業資源規劃系統。然而由於使用者的抗拒而導致導入失敗的例子屢見不鮮。因此，本研究試圖從內部行銷之觀點探討降低使用者（內部顧客）的抗拒並使其滿意提高而降低導入ERP系統失敗之可能性。本研究針對資訊業之企業內部ERP系統使用者為調查對象。採用相關分析、因素分析、迴歸分析與變異數分析作為實證分析之工具。結果內部行銷作為經因素分析後得到十個構面：1.參與會議；2.降低身心壓力；3.使用者調查；4.使用問題解決；5.客製化考量；6.高階主管與外部顧問之支持；7.IT人員與主要使用者之問題解決能力；8.考量個人特性；9.整體評估與規劃；10.溝通協調。且實證結果顯示，內部行銷作為對使用者之使用滿意呈正向關係，且內部行銷作為對使用者之使用意願亦呈正向關係。而顧問人數對內部行銷作為與使用滿意及使用意願之關係存在干擾效應。即在顧問人數越多及內部行銷作為程度越高下，使用者之使用滿意與使用意願均會越高。

Most companies realized the utilization of information technology for surviving in the comparative and uncertain environment. Furthermore, Information system has been changed greatly from user self-building system to ERP system. However, one reason of the failed implementation of ERP system was user’s resistance. Therefore, this study intends to probe the correlation between the internal marketing practices and user’s satisfaction (satisfaction of usage and intent of usage) and by introducing the scale of ERP system (amount of implementing ERP system, amount of ERP system consultant, amount of ERP system user) as the moderator variables to clarify their true relationship. The subjects of this study are mainly the 131 ERP system users of the 41 information . The statistical methods are analysis of correlation, regression, and ANOVA. The result generally supports the internal marketing practices influence positively the ERP system user’s satisfaction of usage and intent of usage.

目錄
第壹章 緒論……………………………………………………………1
1.1 研究背景與動機……………………………………………….1
1.2 研究問題與目的……………………………………………….3
1.3 研究流程……………………………………………………….4
第貳章 文獻探討………………………………………………………6
2.1 內部行銷之概念與演進……………………………………….6
2.1.1 內部行銷作為………………………………………………13
2.1.2 內部行銷之實證研究………………………………………18
2.2 企業資源規劃系統……………………………………………22
2.2.1 ERP系統之簡介…………………………………………….22
2.2.2 ERP之定義………………………………………………….24
2.2.3 ERP系統之導入方法……………………………………….25
2.2.4 ERP導入步驟……………………………………………….26
2.2.5 企業資源規劃系統導入之關鍵成功因素…………………27
2.3 ERP滿意度…………………………………………………….28
2.3.1 以範疇界定…………………………………………………29
2.3.2 以性質界定…………………………………………………29
2.3.3 情感性評價觀點……………………………………………30
2.3.4 ERP滿意度之衡量構面…………………………………….32
2.3.5 使用意願之定義與衡量指標………………………………34
第參章 研究架構與方法…………………………………………….38
3.1 研究觀念架構…………………………………………………38
3.2 研究假設………………………………………………………39
3.3 變項操作型定義與衡量工具…………………………………43
3.3.1 內部行銷作為問項之發展…………………………………44
3.3.2 ERP滿意度－使用滿意之衡量…………………………….50
3.3.3 ERP滿意度－使用意願之衡量…………………………….51
3.4 抽樣方法………………………………………………………51
3.5 資料分析方法…………………………………………………52
第肆章 研究結果與分析…………………………………………….56
4.1 回收樣本之描述性統計………………………………………56
4.2 內部行銷作為量表之信度分析………………………………58
4.3 研究變項間之相關分析………………………………………61
4.4 迴歸分析………………………………………………………62
4.4.1 主效果之迴歸分析…………………………………………62
4.4.2 內部行銷作為構面對依變項之迴歸分析…………………63
4.4.3 使用滿意與使用意願之迴歸分析…………………………64
4.4.4 內部行銷作為對使用者之使用滿意與使用意願之影響關係－以導入模組數為干擾變項……………………………………….64
4.4.5 內部行銷作為對使用者之使用滿意與使用意願之影響關係－以顧問人數為干擾變項………………………………………….67
4.4.6 內部行銷作為對使用者之使用滿意與使用意願之影響關係－以使用人數為干擾變項………………………………………….71
4.5 使用者人口統計變數之變異數分析…………………………73
第伍章 結論與建議………………………………………………….83
5.1 研究發現與結論………………………………………………83
5.2 研究貢獻………………………………………………………87
5.3 管理意涵………………………………………………………89
5.4 後續研究之建議………………………………………………91
5.5 研究限制………………………………………………………91
參考文獻……………………………………………………………….93
附錄一：問卷初始問項………………………………………………100
附錄二：正式問卷……………………………………………………103
附錄三：樣本結構分佈情形彙整總表……………………………….106
附錄四：內部行銷各構面之信度α值……………………………….109
附錄五：內部行銷作為之因素分析………………………………….111
圖目錄
圖1-1 本研究之流程……………………………………………………5
圖3-1 本研究之觀念性架構…………………………………………38
圖4-1 顧問人數對內部行銷與使用滿意之干擾效果………………68
圖4-3 顧問人數對內部行銷與使用意願之干擾效果………………70
表目錄
表2-1 內部行銷之內涵………………………………………………10
表2-2 ERP系統演化歷程…………………………………………….23
表2-3 顧客滿意定義相關文獻彙總表………………………………31
表2-4 顧客忠誠度衡量指標…………………………………………36
表3-1 本研究假設……………………………………………………42
表3-2 本研究之變數與文獻來源……………………………………44
表3-3 干擾變項在自變項與依變項之關係上所扮演之角色………55
表4-1 研究變項各構面之敘述統計量表……………………………58
表4-2 內部行銷作為之構面變化……………………………………60
表4-3 自變項、依變項與干擾變項之皮爾森相關係數表…………61
表4-4 整體內部行銷作為與使用滿意之關係………………………62
表4-5 整體內部行銷作為與使用意願之關係………………………62
表4-6 內部行銷構面與使用滿意之逐步迴歸………………………63
表4-7 內部行銷構面與使用意願之逐步迴歸………………………63
表4-8 使用滿意對使用意願之迴歸分析……………………………64
表4-9 導入模組數對內部行銷作為與使用滿意之迴歸分析表…..65
表4-10 導入模組數對內部行銷作為與使用意願之迴歸分析表….66
表4-11 顧問人數對內部行銷作為與使用滿意之迴歸分析表…….68
表4-12 顧問人數對內部行銷作為與使用意願之迴歸分析表……70
表4-13 使用人數對內部行銷作為與使用滿意之迴歸分析表…….72
表4-14 使用人數對內部行銷作為與使用意願之迴歸分析表…….73
表4-15 性別與ERP滿意度構面變異數分析……………………….74
表4-16 年齡與ERP滿意度構面變異數分析……………………….74
表4-17 教育程度與ERP滿意度構面變異數分析………………….75
表4-18 工作年資與ERP滿意度構面變異數分析………………….76
表4-19 職稱與ERP滿意度構面變異數分析……………………….77
表4-20 所屬部門與ERP滿意度構面變異數分析………………….77
表4-21 電腦使用經驗與ERP滿意度構面變異數分析…………….79
表4-22 使用模組數與ERP滿意度構面變異數分析……………….79
表4-23 使用資歷與ERP滿意度構面變異數分析………………….80
表4-24 研究假設實證結果彙整表………………………………….81

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