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研究生:吳幸容
研究生(外文):Hsing-Jung Wu
論文名稱:電子通路分類及其成功、失敗關鍵因素探討
論文名稱(外文):The Design of an eChannel Typology and a Two-critical-factor Analysis on the Success and Failure of the Adoption of an eChannel System
指導教授:鄭明松鄭明松引用關係
指導教授(外文):Julian Ming-Sung Cheng
學位類別:碩士
校院名稱:國立中央大學
系所名稱:企業管理學系碩士在職專班
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
畢業學年度:92
語文別:英文
論文頁數:51
中文關鍵詞:電子商務電子通路對應分析失敗因素成功因素通路功能電子通路分類
外文關鍵詞:eChannelsChannel functionsCorrespondence analysissuccess factorseCommerceeChannels of distribution typologyfailure factors
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Abstract
The Internet, being the platform of eCommerce in implementing channel functions, is regarded as eChannels of distribution. While eCommerce has being developing rapidly and spreading out around the world, studies on eChannels of distribution have become critical. In order to fully address the complex nature of eChannel environment, in this study, an eChannel typology is proposed and examined. Correspondence Analysis (CA) and cluster analysis are utilized for analysis purposes. Differences between various types of eChannels of distributions are compared and the reasons behind these phenomena are disclosed.
Nevertheless, after introducing eChannels of distribution, the performance of eChannels of distribution may not be as good as expected. Factors contributing to the performance of the implementation of eChannels of distribution are therefore highly concerned. However, factors leading to high performance (i.e., success) and low performance (i.e., failure) may differ. Under such a circumstance, factor isolation based on this concept should be conducted. Through a robust literature review, it is revealed that this concept is still in the innovative stage. In addition, factors resulting in success or failure across various types of eChannels of distribution may also be different. In this study, an attempt is made to study the above concerns. Therefore, a set of factors is collected through reviewing literature. Questionnaires are then designed and sent to field practitioners based on various types of eChannels, which are derived from the eChannel typology proposed by this study. The findings of the data analysis lend supports to the above assertion that factors leading to implementation failure of an eChannel of distribution differ from those of success. Besides, success/failure factors across various types of eChannels of distributions vary.
CONTENT
Table Content ...………...……………………………………………………. I
Figure Content ...………...……………………………………………………. II
Main Context
1. Introduction ...……………………………………………………………… 1
2. Toward a Typology of eChannels of Distributions: A view from e-tailing websites in Taiwan ……………………………………………………….. 4
2.1 Research Background…………………………………………………… 4
2.2 Literature review………………………………………………………… 6
2.2.1 Channel functions…………………………………………………. 6
2.2.2 eChannel typologies……………………………………………….. 7
2.3 Research Methodology………………………………………………….. 8
2.3.1 Questionnaire design……………………………………………… 9
2.3.2 Pre-testing………………………………………………………….. 9
2.3.3 Sampling and data collection……………………………………... 9
2.4 Data analysis and Results……………………………………………….. 10
2.4.1 Industry distribution……………………………………………… 11
2.4.2 Terminology of dimensions……………………………………….. 11
2.4.3 Respondents’ grouping results…………………………………… 14
2.5 Conclusion……………………………………………………………….. 19
3. A distinction between factors driving the implementation of eChannels of Distributions to be a success and failure ……………………………….. 21
3.1 Research Background…………………………………………………… 21
3.2 Literature Review……………………………………………………….. 22
3.2.1 Success or failure, the critical factors……………………………. 22
3.2.2 Individual factors affecting the performance of eChannels of distribution………………………………………………………… 23
3.2.3 eChannels of distribution typologies…………………………….. 31
3.3 Research Methodology………………………………………………….. 32
3.3.1 Scale operationalization…………………………………………… 32
3.3.2 Pre-testing………………………………………………………….. 33
3.3.3 Sampling and data collection……………………………………... 33
3.4 Data Analysis and Results………………………………………………. 35
3.4.1 Reliability analysis………………………………………………… 35
3.4.2 Analysis testing and results……………………………………….. 35
3.4.3 Discussion………………………………………………………….. 37
3.5 Conclusion……………………………………………………………….. 38
4. Conclusion…………………………………………………………………... 40
References……………………………………………………………………… 43
Appendix A: Questionnaire (Chinese version)……………………………….. A1-A4
Appendix B: Questionnaire (English version)……………………………….. B1-B5
Appendix C: A brief introduction to Correspondence Analysis..………….. C1
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