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研究生:黃莉莉
研究生(外文):Lih-lih Hwang
論文名稱:網路市場導向、客製化與行銷策略對網站成功影響之研究-以購物網站為例
論文名稱(外文):The Research on the Internet-mediated Market Orientation, Customization and Marketing Strategy on Website Success--A Case Study of Online Shopping
指導教授:范惟翔范惟翔引用關係
指導教授(外文):Wei-shang Fan
學位類別:碩士
校院名稱:南華大學
系所名稱:管理科學研究所
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:2007
畢業學年度:95
語文別:中文
論文頁數:68
中文關鍵詞:網站成功行銷策略客製化網路市場導向
外文關鍵詞:CustomizationWeb Site SuccessInternet-Mediated Market OrientationMarketing Strategy
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  面臨快速變化的網際網路 (internet) 環境及更多元化的消費方式,網路商店如何透過網路提升競爭力,是其致勝的關鍵之一。隨著網路日漸普及化,因其具電子交易、資訊收集與分析、成本低廉的特性、再加上個人化、高互動、即時性與無限延伸的優勢,因此電子商務 (E-Commerce)經營模式對傳統經營模式產生許多經營管理上之挑戰,然而新興網路購物事業的蓬勃發展有賴提供顧客重要且具競爭優勢的價值,方能將網站瀏覽者轉變成消費者,進而成為忠誠顧客。
 
  本研究主要目的是在探討網路市場導向在購物網站的網站成功的影響相關。主要以台灣前三大購物網站(eBay拍賣網、Yahoo!奇摩購物通及PChome線上購物)為研究樣本,並使用因素分析與結構方程模式(Structure Equation Model, SEM)分析方法對整體模式加以驗證。實證結果發現,網路市場導向會正向影響網路行銷策略、網路客製化及網站成功;網路行銷策略會正向影響網站成功;網路客製化會正向影響網路行銷策略;網路客製化無法正向影響網站成功。
  Facing the rapid changing in internet environment and getting various shopping behavior, internet stores have to increase their competitiveness to achieve success. Because of it’s characteristics such as electronic transaction, information collection and analysis, low cost, personalization, high interactivity, real time, and extensibility, the business model of “E-Commerce” brings challenges to traditional model. However, in order to turn plain net surfer to customers and even loyal customers, E-Commerce has to provide competitive values.
 
  The purpose of this research is to investigate the effects of internet -mediated market orientation on the web site success of the online shopping. This research used the Taiwan online shopping electronic commerce including eBay, Yahoo! and PChome as a primary research target. Employing factor analysis and the Structure Equation Model (SEM) for verification, the results indicate that the internet-mediated market orientation affect web site success and marketing strategy and customization. Marketing strategy and customization affect web site success.
中文摘.......................................... i
英文摘要.........................................ii
目錄.............................................iii
表目錄...........................................v
圖目錄...........................................vii
 
第一章 緒論......................................1
 1.1 研究背景與動機...............................1
 1.2 研究目的.....................................3
 1.3 研究流程.....................................4
 
第二章 文獻探討..................................6
 2.1 電子商務的探討...............................6
 2.2 網站成功.....................................7
 2.3 網路市場導向.................................9
 2.4 網路行銷策略.................................13
 2.5 網路客製化...................................15
 2.6 人口統計變數.................................17
 
第三章 研究方法..................................18
 3.1 研究架構.....................................18
 3.2 研究假設.....................................19
 3.3 各研究變數操作性定義與衡量內容...............20
 3.4 資料分析方法.................................23
 3.5 問卷設計與資料收集...........................28
 
第四章 研究結果與分析............................31
 4.1 樣本之描述性統計分析.........................31
 4.2 信度分析與效度分析...........................36
 4.3 相關分析.....................................46
 4.4 結構模式分析.................................47
 
第五章 研究結論與建議............................55
 5.1 研究結論.....................................55
 5.2 管理意涵.....................................57
 5.3 研究限制與後續研究建議.......................57
 
參考文獻.........................................59
 
附錄一:本研究問卷...............................66
一、中文部份
 
1.林震岩(民95),多變量分析:SPSS 的操作與運用,初版,台北:智勝文化。
 
2.張國忠、丁承、丁慧瑩(民89),商路商店行銷策略對消費者滿意度與服務價值認知之影響效果探討,商管科技季刊,第ㄧ卷,第三期,329-353頁。
 
3.張愛華、陳仁惠、陳俊儒(民94),網路使用者購物價值、網路購物動機與其對網路行銷策略之偏好與反應,輔仁管理評論,第十二卷 ,第一期,61-64頁。
 
4.雷漢聲、李信勇(民94),以資源基礎理論探討電子商務經營之成功要素—策略矩陣分析法之應用,輔仁管理評論,第10卷,第一期,187-216頁。
 
5.劉文良(民91),e Business 電子企業概論,台北:知城數位出版。
 
6.蔡兆曦(民93),電子商務網站成功模式之研究,國立嘉義大學管理研究所碩士論文。
 
 
二、英文部分
 
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11.Byrne. (2001), Structural Equation Modeling With AMOS, New Jersey: Mahwah.
 
12.Chen, Jeng-Chang and Cherng, Biiing-Lin, (1998), SPSS,SAS MBDP – Application if Statistical Software on Multivariate Analysis of Variance, Wu-nan Culture Enterprise (in Chinese).
 
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18.Deshpande, R. J., U. Fareley and F. E. Webster(1993), Corporate Culture, Customer Orientation, and Innovativeness in Japanese Firms: A Quadrad Analysis, Journal of Marketing(57)1, pp.23-37.
 
19.Dutta, Soumitra. Kwan, Stephen. and Segev, Arie., (1998), Business Transformation in Electronic Commerce: A Study of Sectoral and Regional Trends, Europe Management Journal(16)5, pp.125-143.
 
20.Frutos, j. D. and D. Borenstein, (2004), A Framework to Customer-Company Interaction in Mass Customization Environment, Computers in Industry(54)2, pp.115-136.
 
21.Hair, J. F., R. E. Anderson, R. L. Thatam and W.C. Black, (1998), Multivariate Data Analysis, 5th edition, Prentice-hall International, Inc.
 
22.Han, J. K., N. Kim and R. K. Srivastava (1998), Market Orientation and Organization and Organizational Performance: Is Innovation a Missing Link? , Journal of Marketing(62)(October), pp.30-45.
 
23.Harris, L. C. and N. F. Piercy (1999), A Contingency Approach to Market Orientation: Distinguishing Behavior, Systems, Structure, Strategies and Performance Characteristics, Journal of Marketing Management(15), pp.617-646.
 
24.Harris, L. C. (2002), Sabotaging Market-Oriented Culture Change: An Exploration of Resistance Justifications and Approaches, Journal of Marketing Theory and Practice(10)(summer), pp.58-74.
 
25.Hoffman, D. L. and T. P. Novak (1996), Marketing in Hypermedia Computer - Mediated Environments: Conceptual Foundations, Journal of Marketing(60)(Jul.), pp. 50-68.
 
26.Homburg, C. and Pflesser, C.(2000),A Multiple-Layer Model of Market-Oriented Organizational Culture: Measurement Issues and Performance Outcomes, Journal of Marketing Research(37)4,pp.449-462.
 
27.Hu, L. T., and Bentler, P. M.(1995), Evaluating model fit. In R. H. Hoyle (ed.) Structural equation modeling: Concepts, issues and applications, Thousand Oakes, CA: Sage, pp.76-99.
 
28.Hult, G. T. M. and Ketchen, D. J. (2001), Does Market Orientation Matter?A Test on the Relationship between Positional Advantage Performance, Strategic Management Journal(22)9, pp.899-906.
 
29.Hunt, S. D. and R. M. Morgan (1995), The Comparative Advantage Theory of Competition, Journal of Marketing, 59(April), pp.1-15.
 
30.Kalakota, R. and A.B. Whinston,(1996), Frontiers of Electronic Commerce, Addison- Wesley Company.
 
31.Kohli, Ajay K., Jaworski, Bernard J, (1990), Market orientation: The construct, research propositions, and managerial implications, Journal of Marketing (54)2, pp. 1-18.
 
32.Kohli, Ajay K., Jaworski, Bernard J, Kumar, Ajith (1993), MARKOR: A measure of market orientation, Journal of Marketing Research(30)4, pp. 467-477.
 
33.Kotler, P., (1997). Marketing management, Prentice-Hall, Englewood Cliffs, NJ.
 
34.Liu, C., Arnett, K.P., (2000) , Exploring the factors associated with Web site success in the context of electronic commerce, Information Management(38)1, pp.23-33.
 
35.Marsh, Herbert W; Balla, John R; Mcdonald, Roderick P,(1988), Goodness-of Fit Index in Confirmatory Factor Analysis: The Effect of Sample Size, Psychological Bulletin(103)3, pp.391.
 
36.Matsuno, K. J. and T. Mentzer (2000), The Effects of Strategy Type on the Market Orientation-Performance Relationship, Journal of Marketing (64)4, pp.1-16.
 
37.Min, Song and Keebler, (2002) , An Internet-mediated market orientation (IMO) : Building a theory, Journal of Marketing Theory and Practice(10)2; ABI/INFORM Global, pp. 1-11.
 
38.Narver J. C. and Slater J. S. (1990), The Effect of a Market Orientation on Business Profitability, Journal of Marketing(54)4, pp.20-35.
 
39.Narver J. C. and Slater J. S. (1995), Market Orientation and Learning Organization, Journal of Marketing(59)(July), pp.63-74.
 
40.Nunnally, J. C. and I. H. Bernstein.,(1994) , Psychometric Theory, New York: McGraw-Hill.
 
41.Pasa, M. and Shugan, S. M., (1996). The value of marketing expertise. Management Science (42)3, pp. 370–388.
 
42.Piller, F.T. and M. Muller (2004),”A New Marketing Approach to Mass Customisation”, International Journal of Computer Integrated Manufacturing(17)7, pp.583-594.
 
43.Quelch, J.A., and L.R. Klein (1996), The Internet and International Marketing, Sloan management Review(37)3, pp60-75.
 
44.Rai, A., Lang, S. S., and Welker, R. B., (2002), Assessing the Validity of IS Success Models: An Empirical Test and Theoretical Analysis, Information Systems Research(13)1, pp.50-69.
 
45.Ranganathan, C. and Ganapathy, S., (2002), Key Dimensions of Business-to- Consumer Web Sites, Information and Management(39), pp.457-465.
 
46.Ruekert, R. W., (1992), Developing a Market Orientation: An Organizational Strategy Perspective, International Journal of Research in Marketing9(January), pp.225-245.
 
47.Schlauch, A. J. and S. Laposa (2001), E-tailing and Internet-Related Real Estate Cost Savings: A Comparative Analysis Of E-Tailers And Retailers, Journal of Real Estate Research(21), pp.43–54.
 
48.Singh,S.and A. Ranchhod(2004), Market Orientation and Customer Satisfaction: Evidence From British Machine Tool Industry, Industrial Marketing Management(33)2, pp.135-144.
 
49.Srini S. Srinivasan, Rolph Anderson, Kishore Ponnavolu, (2002) ,Customer loyalty in e-commerce: an exploration of its antecedents and consequences, Journal of Retailing(78), pp.41-50.
 
50.Thomas W. Gruen, Talai Osmonbekov, Andrew J. Czaplewski, (2006), eWOM The impact of customer-to-customer online know-how exchange on customer value and loyalty, Journal of Business Research(59), pp.449-456.
 
51.Vassos , Tom, Strategic Internet Marketing,(1996), pp.79-97.
 
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53.Wu, J, J., (2004), Influence of Market Orientation and Strategy on Travel Industry Performance: an Empirical Study of E-commerce in Taiwan, Tourism Management (25), pp.357-365.
 
54.Szymanski, D. M., & Hise, T. R., (2000), E-Satisfaction: An Initial Examination, Journal of Retailing76(3), pp. 309-322.
 
 
三、網路部份
 
1.創市際市場研究顧問公司,購物/拍賣網站品牌印象調查,2006年11月13日http://www.insightxplorer.com/news/news_11_13_06.html
 
2.創市際市場研究顧問公司, 台灣地區網拍平台使用行為調查,2006年11月13日http://www.insightxplorer.com/news/news_12_20_06.html
 
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