臺灣博碩士論文加值系統

論文題目：影響企業採用公共電子市集因素之探討-TOE修正觀點
論文頁數：　105　
所　組　別：　企業管理學系碩士班　　(學號：79379930)
研　究　生：　　劉明強　　　　　　指導教授：　方 文昌　　
論文提要內容：
在全球電信產業自由化的潮流下，台灣的電信產業自1997年邁入自由化，除了行動電話等無線通訊業務進入高成長階段之外，電信總局同時也於西元2000 年開放固定網路綜合執照，為台灣電信服務邁向自由化奠定重要的里程碑。台灣的電信產業雖已蓬勃發展，並已宣告行動商務的來臨，但各家電信業者本身對企業採購，仍採用傳統的方式並未對業者推動的行動商務率先響應並享受網路技術發展所帶來的好處。
本研究欲探討台灣的電信產業是否能借助建置第三方主導的電子市集，以做為媒合本地相關業者採購商機之基礎，並藉以發展出多樣化的商機交流模式，以進一步提升國際電信大廠在台採購商機。
本研究修正技術-組織-環境的理論架構，將電子市集功能性構面納入理論架構，並以電信服務產業之相關供應廠商為實證對象。
研究發現外部壓力及企業規模大小和公司會願意導入電子市集有正關聯和之前一些研究相反的是技術相對的優勢卻對企業是否採用電子交易市集並無影響。
關鍵字： B2B電子交易市集、電信產業、TOE架構。

DETERMINANTS OF COPORATE ADOPTION OF e-MARKETPLACE：
An INTEGRATED TOE MODEL PERSPECTIVE
By
LIU， MING-CHIANG
JUNE 2006
ADVISOR(S)： Dr. FANG， WEN-CHANG
DEPARTMENT： DEPARTMENT OF BUSINESS ADMINISTRATION
MAJOR：COMPUTER SCIENCE
DEGREE： DOCTOR OF COMPUTER SCIENCE

Business-to-business (B2B) e-Marketplace has become an important initiative among firms in the last few years. The appeal of doing business on the Web is clear. By bringing together large numbers of buyers and sellers and by automating transactions, e-marketplaces expand the choices available to buyers, give sellers access to new customers (buyers), and reduce transaction costs for all participants. Entering the e-marketplace is related to the business process of reengineering, connecting of information systems, gaining new knowledge with training and learning, and making investments in new information technologies and software.
In this study, we developed a conceptual model for adoption of e-Marketplace at the company level. This study aims to develop a model of e-Marketplace adoption to assist those Companies in Taiwan telecommunication industry that are considering or are currently conducting their business using the Internet. Based on the Technology-Organization-Environment model, we conducted exploratory methods, examine whether the factors previously identified by researchers influence B2B e-commerce adoption in Taiwan and the extent to which integrated TOE framework plays a role in the adoption decision. This study is based on data derived from over 270 questionnaires by CEOs, Sales VP and Account managers in companies running business of telecom in Taiwan. Results indicate that environment factor is the only significant adoption driver while technology and organization factor become less important and it seems to reflect a somehow surprising result that competitive pressure and partner relationship playing important role in influence B2B e-Marketplace adoption decisions. Explanations and implications are offered.

Key-word：B2B eMarketplace、Telecom Industry、Integrated TOE framework

第一章 緒 論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第三節 研究步驟 6
第二章 文獻探討 8
第一節 企業電子交易市集相關文獻探討 8
第二節 創新採用相關文獻探討 14
第三節 電子市集相關文獻 23
1. 電子市集定義 23
2. 電子市集類型 24
2-1. 以經營者組成型態來區分 24
2-2. 垂直式和水平式的電子市集 26
2-3. 訂價機制 30
2-4. 企業採購買什麼及如何買 30
2-5. 公共和私有的電子市集 31
2-6. 電子市集交易過程 32
2-7. 電子市集的功能與供應鏈管理的應用 32
2-8. 電子市集的效益 34
2-9. 電子市集在供應鏈管理的應用 36
2-10. 電子市集的成功關鍵因素 37
2-11. 電信產業定義及分類 38
2-12. 電信產業使用電子市集的實例 39
2-13. 適合在電子市集進行交易的產業 40
第三章 研究方法 41
第一節 研究架構與建立假設 41
1. 創新科技本身的特性 43
2. 組織策略 43
3. 組織因素 43
4. 環境因素 44
第二節 操作型定義 47
1. 技術構面 47
2. 組織構面 48
3. 環境構面 50
第三節 研究假說 51
第四章 資料分析 55
第一節 研究對象及數據蒐集 55
1. 問卷設計 56
2. 分析方法 56
3. 量測的效度和信度 56
第二節 問卷之信度分析 62
第三節 問卷之效度分析 64
第五章 研究結果 66
第一節 統計分析 66
1. 問卷回收 66
2. 問卷分析 66
第二節 模式檢測 70
1. 模式檢測 70
2. 研究假說與實證結果 80
第六章 結論及建議 82
第一節 研究結論 82
1. 研究發現 82
2. 討論 83
3. 管理涵義 83
第二節 實務建議 85
參考文獻 86
問卷 93


圖　　次

頁數
圖1-1　研究流程圖 7
圖2-1　文獻類別圖 8
圖2-2　依經營者組成型態區分之電子市集圖 25
圖2-3　OFFICEPRO網站 26
圖2-4　紡拓會全球資訊網站 27
圖2-5　華登醫貿網 27
圖2-6　擎邦採購網 28
圖2-7　高科技產業的Converge網站 28
圖2-8　汽車業的Covisint網站 29
圖2-9　航太業的exostar網站 29
圖2-10　電子市集的運作機制圖 33
圖3-1　研究架構圖 46
圖5-1　技術完備度衡量模式 71
圖5-2　整體模式關係路徑圖 72
圖5-3　電子市集功能性衡量模式圖 73
圖5-4　組織內部因素衡量模式圖 74
圖5-5　外部壓力衡量模式圖 75
圖5-6　伙伴關係衡量模式圖 75
圖5-7　結構模式關係路徑圖 79



表　　次

頁數
表2-1　B2B電子市集相關文獻所處研究階段一覽表 9
表2-2　創新採用相關文獻一覽表 15
表2-3　以購買行為區分電子市集表 31
表2-4　公共和私有的電子市集對照表 31
表2-5　電子交易市集主要功能模組 34
表3-1　TOE架構各項變數彙總表 44
表3-2　技術構面之子構面與衡量題項 48
表3-3　組織構面之衡量題項 49
表3-4　環境構面之子構面與衡量題項 50
表4-1　信度值計算公式表 59
表4-2　Cronbach α係數之對照表 60
表4-3　初測問卷信度分析表 62
表4-4　修正後問卷信度分析表 63
表4-5　初測效度分析表 64
表5-1　問卷分析表(使用經驗分析表) 66
表5-2　問卷分析表(員工人數分析表) 67
表5-3　問卷分析表(資本額分析表) 67
表5-4　評量題項平均數與標準差分析表 68
表5-5　「技術完備度」構念之衡量模式分析表 70
表5-6　「認知利益」構念之衡量模式分析表 71
表5-7　「電子市集功能性」構念之衡量模式分析表 72
表5-8　「組織內部因素」構念之衡量模式分析表 73
表5-9　「外部壓力及夥伴關係」構念之衡量模式分析表 74
表5-10　模式之衡量變數參數表 75
表5-11　模式契合指標表 77
表5-12　結構模式相關分析表 78
表5-13　研究假說與實證結果 81

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