臺灣博碩士論文加值系統

隨著資訊科技的發展，以及體認到顧客關係管理的重要性，許多企業紛紛導入新的管理模式及工具，以期在行銷、銷售和服務等主要功能領域中強化顧客服務的能力。汽車銷售具高涉入、高單價及複雜性特點，因此多半倚靠人員進行銷售服務。所以企業最重要的數位資產--顧客資訊，往往掌握在銷售人員手中，銷售人員一旦異動，不但潛在的銷售機會可能隨著流失，既有的顧客關係也可能受到影響，可見銷售資訊管理是顧客關係管理的基石。
在商業管理領域中，站在最前線的銷售人員及銷售管理領域大概是最被所有學者忽略的一環，相關實證研究是不足的。另一方面，根據Gartner Group及相關文獻指出，雖然顧客關係管理(Customer Relationship Management, CRM)或是銷售管理系統(Sales Force Automation, SFA)的導入往往花費企業龐大資源，但完成建置的企業中，高達32%的企業在一年後很少使用該系統，有55%以上甚至導入失敗，最大原因便是來自銷售人員的反彈，可見銷售人員的認知是企業導入SFA的重要關鍵。
系統使用度與接受度一直是資管學者所探討的研究主題之一，Venkatesh等學者(2003)所提出的「整合性科技接受與使用模型」（Unified Theory of Acceptance and Use of Technology, UTAUT）對行為意圖的解釋力高達70％，比過去所知的任何一個模型都有效。因此本研究以UTAUT作為發展研究架構之理論基礎，並透過銷售管理相關文獻，找出符合銷售環境脈絡之變數，包括：個體特徵和組織信任等，以國內最大的汽車經銷商--匯豐汽車作為實證對象，利用問卷調查蒐集數據加以探討上述問題。
匯豐汽車除了是國內最大的汽車經銷商之外，也是國內第一家以通路商角色導入銷售管理系統的汽車經銷商，其銷售人員遍佈全省，並具有不同的屬性分佈，可提供豐富的觀察數據來源，本研究目的為從銷售人員觀點探討影響SFA導入之成功因素。在學術上可以補充對銷售管理領域研究不足之處，對欲導入CRM或SFA的企業而言，也可作為導入前規劃或導入後改善方向之參考。

Recent trends in marketing suggest that in order to efficiently manage customer relationships organizations are turning to CRM/SFA tools. Since salespeople are on the frontline gathering important customer and competitor data that feed marketing decisions, this has resulted in sustained growth in demand for SFA tools in the last decade. Although no one will deny the importance of sales force and sales management, empirical research on CRM/SFA applications from the view of salesperson is very limited. Large sums of money are being invested in CRM/SFA, research has shown, however, that more than 55% of CRM/SFA projects fail. In general, perceptions of information systems (IS) success have been investigated with one primary research stream—the technology acceptance literature. Based on This research is based on Unified Theory of Acceptance and Use of Technology (UTAUT), this study proposes and tests a model linking user beliefs and technology acceptance in a sales force setting. The model and hypotheses are then tested using survey sample data from the biggest Taiwan automobile dealer--Fortune Motors who just implemented the sales force management system one year ago. Key managerial implications for theory and practice are discussed.

致謝 I
中文摘要 II
英文摘要 III
目錄 IV
圖次 VI
表次 VII
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 4
第三節 研究目的 7
第四節 研究對象 8
第五節 研究流程 9
第二章 文獻探討 10
第一節 銷售管理系統 11
第二節 整合性科技接受與使用模型 17
第三節 組織信任 29
第三章 研究設計 34
第一節 研究架構 34
第二節 研究構念與假說 37
第三節 變數之操作性定義與衡量 42
第四節 資料蒐集與分析方法 44
第四章 研究結果 47
第一節 敘述性統計 47
第二節 信度與效度檢驗 52
第三節 相關分析 55
第四節 迴歸分析 57
第五節 研究假說檢驗 63
第五章 結論與建議 65
第一節 研究結論 65
第二節 研究貢獻與管理意涵 66
第三節 研究限制與後續建議 69
參考文獻 71
附錄(一)：正式問卷 76
附錄(二)：中英文名詞縮寫對照表 78

一、中文部份


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2.林東清（2005），資訊管理—e化企業的核心競爭能力，再版，智勝文化。
3.林震岩、陳瀠瀕（2003），顧客關係管理系統之創新採用對關係行銷影響之整合性研究，行政院國家科學委員會專題研究計畫。
4.吳文傑（2005），轉換型領導對知識分享意願之影響－以信任與組織文化為中介變數，國立台北大學企業管理研究所碩士論文。
5.邱皓政（2005），量化研究法(二)統計原理與分析方法，初版，雙葉書廊。
6.俞佩伶（2004），台灣汽車業導入顧客關係管理之研究—以Mitsubishi、Toyota、Nissan三大品牌為例，國立政治大學企業管理研究所碩士論文。
7.徐潔茹（2004），公司導入SFA系統的關鍵成功因素與對公司,銷售人員,及兩者之間關係之影響—從資訊價值角度，國立交通大學管理科學系所碩士論文。
8.夏侯欣鵬（1999），信任與權力對組織內知識分享意願影響之研究--以銀行放款部門主管為例，國立政治大學企業管理研究所博士論文。
9.許道然（2001），公部門組織信任與組織公民行為之研究，國立政治大學公共行政學系研究所博士論文。
10.資策會MIC（2005），全球顧客關係管理市場現況與展望。
11.資策會MIC（2006），台灣大型企業資訊應用需求分析。
12.匯豐汽車(2002)，匯豐汽車eMentor System—業代的良師益友，經濟部示範性資訊應用開發計畫書。
13.蔡宗宏（2005），知識管理系統成功模型之研究，國立東華大學企業管理研究所博士論文。
14.簡培峻（2005），信任、知識分享行為與創新績效關連性研究，國立政治大學企業管理研究所碩士論文。

二、英文部分
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