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研究生:王婷幼
研究生(外文):Wang, Tingyou
論文名稱:E化市場導向與E化服務品質對企業績效之影響─以動態能力為中介
論文名稱(外文):The Effect Of E-Market Orientation And E-Service Quality On Performance –Dynamic Capabilities As A Mediator
指導教授:涂宏任涂宏任引用關係
指導教授(外文):Tu, Hungjen
口試委員:莊世杰楊明峰
口試委員(外文):Chuang, ShihchiehYang, Mingfeng
口試日期:2012-07-30
學位類別:碩士
校院名稱:靜宜大學
系所名稱:國際企業學系
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:2012
畢業學年度:100
語文別:中文
論文頁數:99
中文關鍵詞:E化市場導向E化服務品質動態能力資料包絡分析法績效
外文關鍵詞:E-Market OrientationE-Service QualityDynamic CapabilitiesData Envelopment AnalysisPerformance
相關次數:
  • 被引用被引用:1
  • 點閱點閱:383
  • 評分評分:
  • 下載下載:32
  • 收藏至我的研究室書目清單書目收藏:1
科技快速的進步和市場環境的不確定性,企業必須不斷地創造新的策略、產品與特色,若企業能以創新的競爭力更有效率的執行市場導向策略,可維持或創造企業競爭優勢。另外,企業透過網際網路的發展提升其服務品質,藉網際網路提供各項服務以滿足顧客需求,提高顧客滿意度,進而帶動績效的提升。企業可藉由提升E化服務品質以維持其競爭優勢,執行E化市場導向為其優勢策略,並藉由動態能力以因應環境複雜的動態市場。過去對市場導向與動態能力的研究甚多,且過去大部分研究皆從主觀的角度來衡量績效,本研究主要在E化環境中探討E化市場導向、E化服務品質以及動態能力三個變數之間關連性,並檢視此三個變數與企業績效間的關係,而績效將以「主觀面」與「客觀面」的角度檢視。最後研究結果顯示E化市場導向透過動態能力對主觀績效和客觀績效皆呈顯著影響;E化服務品質透過動態能力對主觀績效成不顯著影響,其對客觀績效呈顯著影響。
Based on technology advance quickly and market environment have uncertainty, companies have to create new strategies, products and features continuously. If companies carry out the strategy of market orientation efficiently by taking advantage of competitiveness of the innovation, companies may maintain or create competitive advantages. In addition, companies can enhance its service quality through the development of the Internet. The provision of services by Internet to meet customer needs to improve customer satisfaction, thereby bringing about performance improvement. So companies can maintain its competitive advantage by enhancing the E-service quality, add E-market orientation as its dominant strategy, and use dynamic abilities to cope with the complex and dynamic market. In the past, many researches were about the relationship of market orientation and dynamic capabilities of the effect to the subjective performance. In this research, we explored the related of E-market orientation, E-service quality and dynamic capabilities, and view the relationship between this three variables and performance. But the view of performance will be "subjective side" and "objective side". The final study results show that the E-market orientation through dynamic capabilities is highly significant effect on subjective performance and objective performance; E-service quality through dynamic capabilities is a non-significant effect on subjective performance, but is a significant effect on objective performance.
第一章 緒論 1
1.1 研究背景 1
1.2 研究動機與目的 2
1.3 研究流程 4
第二章 文獻探討 5
2.1 E化市場導向 5
2.1.1 市場導向 5
2.1.2 E化市場導向 12
2.2 E化服務品質 16
2.2.1 服務品質 16
2.2.2 E化服務品質 22
2.3 動態能力 31
2.3.1 動態能力定義 32
2.3.2 E化市場導向、動態能力與績效之關係 41
2.3.3 E化服務品質、動態能力與績效的關係 42
第三章 研究方法 43
3.1 研究架構 43
3.2 研究假設 45
3.3 研究變數之操作型定義與衡量 46
3.3.1 E化市場導向量表 46
3.3.2 E化服務品質量表 48
3.3.3 動態能力量表 51
3.3.4 績效量表 54
3.4 研究步驟 55
3.4.1 研究對象 55
3.4.2 問卷整理與統計分析 56
3.4.3 資料包絡分析 57
第四章 資料分析 62
4.1 敘述性統計 62
4.1.1 問卷回收及DEA資料蒐集 62
4.1.2 樣本敘述性統計 62
4.2 信效度分析 64
4.2.1 信度分析 65
4.2.2 效度分析 66
4.3 相關分析 69
4.4 迴歸分析 71
4.4.1 E化市場導向迴歸分析 71
4.4.2 E化服務品質迴歸分析 72
4.4.3 動態能力迴歸分析 73
4.4.4 階層迴歸分析 74
4.4.5 邏輯迴歸 75
第五章 結論與建議 76
5.1 研究發現與討論 76
5.2 研究貢獻 79
5.3 研究限制與建議 81
5.3.1 研究限制 81
5.3.2 未來建議 82
參考文獻 83
附錄一 93
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