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研究生:張照奇
研究生(外文):Chao-Chi Chang
論文名稱:環境不確定因素對企業進入虛擬市場策略及網路組織績效之研究
論文名稱(外文):The Research of Enterprice Entering Virtual Marketplace Strategies and Network Organization Performance under Environment Uncertainty Factors effecting
指導教授:唐順明唐順明引用關係
指導教授(外文):Shung-Ming Tang
學位類別:碩士
校院名稱:國立雲林科技大學
系所名稱:資訊管理系碩士班
學門:電算機學門
學類:電算機一般學類
論文種類:學術論文
論文出版年:2003
畢業學年度:91
語文別:中文
論文頁數:42
中文關鍵詞:環境不確定因素虛擬市場進入策略網路組織績效結構化方程模式
外文關鍵詞:Environment Uncertainty Virtual marketplace En
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隨著網際網路帶動電子商務的興起,傳統市場的競爭策略對於資訊科技所帶來的衝擊以不勝負荷,帶動市場競爭從實體轉向虛擬,進而形成虛擬市場。Porter(2001)研究發現網路對於競爭優勢的影響,認為對於動態環境的改變下企業必須做策略調整以配合產業結構的改變。因此企業為了競爭必須進入虛擬市場中,需要擬定適合企業的策略,並且符合企業的績效。本研究的目的有三:(1)提出一個研究架構,使得企業能夠在動態環境的影響下作出適合該企業進入虛擬市場的策略規劃,並且取得競爭優勢與績效。(2)利用驗證性之結構模式分析法(Structural Equation Modeling, SEM)驗證理論模式。(3)以實証分析發掘研究在管理上隱函性意義與貢獻,並且提供國內企業未來加入虛擬市場競爭的策略參考。研究結果顯示「環境-策略-績效」的模式在虛擬市場的競爭環境下成立,並發現由於國內虛擬市場發展尚未成熟,資訊的質與量對於績效影響程度較少,在資訊科技策略與組織結構策略制定上會受有限理性決策的影響。資訊對稱情形越高對於夥伴選擇策略制定越有利。整體而言,企業必須要重新定位虛擬市場的策略位置,妥善安排企業資源,針對未來虛擬市場發展建立合適的虛擬市場商業流程,取得環境不確定因素影響下的競爭優勢。
With the internet drives the development of E-commerce, the traditional market competitive strategies become too insufficient to satisfy the future impact. It makes market competitions from physical to virtual orientation, and forms a virtual marketplace. Porter (2001) research discovered the competition advantages influence by the internet. He considered an organization should make strategy adjustments to fit the changes of the industry structure under dynamic environment shifting. Therefore enterprises have to enter virtual marketplace to compete, they must make strategies to fit in with their firms and conform the organization performance. There are three purposes of this study, (1) To address a research structure which helps a firm making its strategic planning to obtain competing advantageous and performance under dynamic environment shifting. (2) To apply confirmative structure equation modeling to verify the theory model. (3) To discover the intent meaning and contribution of management by confirmative analyzing method to provide domestic firms future strategic references in entering virtual marketplace competition. The research result revealed that the「Environment-Strategy-Performance」model works in the virtual marketplace competitive environment. As well as we found that the quality and quantity of information effects the performance lesser by the development of internal virtual marketplace is not mature. As the reason the information technology and organization strategies will be restricted by the bounded reason decision. In the other hand the more symmetrical information the more benefits in making partner choosing decision. Finally, the firm must reposition the strategic location of the virtual marketplace and arrange the enterprise resources properly; set up the suitable virtual marketplace business model to the future development of virtual marketplace; gain competitive advantages under environment uncertainty factors effecting.
目 錄

中文摘要 i
英文摘要 ii
誌謝 iii
目錄 iv
表目錄 vi
圖目錄 vii
一、 緒論 1
二、 文獻探討與研究變數操作性定義 3
2.1 虛擬市場 3
2.2 環境不確定因素 5
2.3 資源基礎理論 7
2.4 企業進入虛擬市場策略 8
2.4.1 資訊科技採行策略 9
2.4.2 夥伴選擇策略 11
2.4.3 組織結構策略 12
2.5 網路組織績效 14
三、 研究模式與研究設計 16
3.1 研究模式推導 16
3.2 研究假設 17
3.2.1 環境不確定因素對企業進入虛擬市場策略間關係 17
3.2.2 企業進入虛擬市場策略三項策略間之相關性分析 18
3.2.3 企業進入虛擬市場策略與網路組織績效之關係 18
3.2.4 環境不確定因素對虛擬市場策略及網路組織績效之關係 19
3.2.5 環境不確定因素對虛擬市場策略及網路組織績效之效果分析 19
3.3 研究設計 20
3.3.1 研究方法 20
3.3.2 研究對象 20
3.3.3 問卷設計 20
3.3.4 問卷回收 20
3.3.5 資料分析方法 21
四、 資料分析與討論 22
4.1 資料分析 22
4.1.1 資本資料分析 22
4.1.2 認知差異分析 22
4.1.3 測量模式檢驗 22
4.1.4 結構模式檢定 26
4.2 研究假設驗證 27
4.2.1 環境不確定因素對虛擬市場策略及網路組織績效之直接關係分析 27
4.2.2 企業進入虛擬市場策略三項策略間之相關性分析 28
4.2.3 企業進入虛擬市場策略與網路組織績效之關係 28
4.2.4 企業進入虛擬市場策略在環境不確定因素與網路組織績效之中介效果分析 29
五、 研究發現與討論 30
5.1 模式與假設驗證 30
5.2 環境不確定因素、虛擬市場策略、網路組織績效之效果分析 30
5.2.1 環境不確定因素之直接效果分析 31
5.2.2 環境不確定因素之間接效果分析 32
5.2.3 環境不確定因素之總效果分析 32
六、 結論與建議 33
參考文獻 35
附錄一 問卷 40
自傳 45
表 目 錄

表1 環境不確定來源之衡量構面 6
表2 潛在資訊科技競爭領域 9
表3 資訊科技採行策略衡量維度 11
表4 由買賣關係轉變為夥伴關係之條件 12
表5 網路組織績效衡量變數 14
表6 研究各構面因素與相關變數整理總表 15
表7 單構面尺度、信度、收斂效度 23
表8 測量模式分析24
表9 因素分數方程式總表 26
表10 環境不確定因素對企業進入虛擬市場策略適配度檢定 26
表11 環境不確定因素對企業進入虛擬市場策略及網路組織績效之直接關係分析 27
表12 企業進入虛擬市場策略及網路組織績效之直接關係分析 28
表13 企業進入虛擬市場策略對於環境不確定因素與網路組織績效之間接效果 29
表14 研究假設檢定結果 30

圖 目 錄

圖1 虛擬市場模式 3
圖2 資訊科技採行策略構面 10
圖3 研究模式架構圖 16
圖4 驗證模式結果 29
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