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研究生:宋沛宸
研究生(外文):Sung, Pei-Chen
論文名稱:電子化市場導向之構面與量表發展
論文名稱(外文):Electronic Market Orientation : It's Dimensions and Measurement Scale
指導教授:陳岳陽陳岳陽引用關係
指導教授(外文):Chen, Yue-Yang
口試委員:陳岳陽蔡明智黃慧玲
口試委員(外文):Chen, Yue-YangTsai, Ming-ChiHuang, Hui-Ling
口試日期:2013-06-08
學位類別:碩士
校院名稱:義守大學
系所名稱:管理學院管理碩士在職專班
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
論文出版年:2013
畢業學年度:101
語文別:中文
論文頁數:50
中文關鍵詞:電子化市場導向回應性市場導向預應性市場導向系統整合
外文關鍵詞:electronic market orientationresponsive market orientationproactive market orientationsystem integration
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隨著資訊科技及網際網路運用,提供企業不受時間空間影響,快速又成本低廉的從事服務、行銷、廣告等業務,促使企業紛紛投入電子商務的數位經營環境中,開始進行資訊與通訊科技的投資和強化基礎建設,在相關系統整合完善下,便可有效強化電子化市場導向的實務與應用。然此重要過程雖具潛力,且已成為目前探討市場導向重要議題之一,但卻少有聚焦於網路環境電子化市場導向的構面與量表發展,尤其是從企業觀點來探討更是付之闕如。
本研究旨欲發展一套「電子化市場導向之量表」,透過嚴謹的量表發展程序,以實證資料驗證,能有效且完整的建構電子化市場導向的衡量構面與量表,再依據理論來建構一系列的評鑑模式,經過內部一致性、探索性因素分析、驗證性因素分析等步驟,得到本研究最後的正式量表題項共計23題。總共包含「回應性市場導向」、「預應性市場導向」、「系統整合」三個分量表。經過初次的資料收集與題項精緻化,以結構方程模式統計方法學中的驗證式因素分析 (CFA) 及兩階段量表進行發展步驟,對此一系列的競爭模式進行檢定,呈現出良好之信效度,確認出最佳的理論模式,期許此量表能提供後續相關研究者與企業實務施行者,作為研究電子化市場導向發展之參考依據。
Nowadays, firms have realized the importance of using electronic facilities for supporting services to their customers and suppliers. For achieving a higher value about operating activities, firms must emphasis on R&D and technological development to integrate customer needs and develop the capabilities for searching and acquiring information via e-Business tools. In this context, electronic market orientation is regarded as a strategic weapon for firms to support their outcomes.
Given the important issue for electronic market orientation, this present research tried to develop an electronic market orientation (EMO) scale. Following the rigor procedure for scale development, reliability, exploratory factor analysis, and confirmation factor analysis will be used to construct the instrument. According to the empirical data collected from companies in Taiwan, finally, a revision containing 23 items for measuring electronic market orientation is generated. The measurement scale contains of 3 constructs, namely responsive market orientation, proactive market orientation, and system integration. This rigorous two-stage scale development step is to provide good reliability and validity for this measurement scales. We hope this scale can provide practitioners, researchers, and marketers for understanding the characteristics of electronic market orientation.
第一章 緒論
第一節 研究背景…………………………………………………1
第二節 研究目的…………………………………………………3
第三節 研究流程…………………………………………………4
第二章 文獻探討
第一節 市場導向…………………………………………………5
第二節 系統整合…………………………………………………9
第三章 研究方法
第一節 研究架構…………………………………………………11
第二節 量表發展…………………………………………………13
第三節 量表發展步驟……………………………………………15
第四節 研究對象與問卷回收分析………………………………16
第五節 量化分析與工具…………………………………………16
第四章 資料分析結果
第一節 第一次資料收集…………………………………………17
第二節 精緻化量表………………………………………………17
第三節 第二次收集資料…………………………………………19
第四節 量表之信度及效度………………………………………20
第五章 研究結果與討論
第一章 結論………………………………………………………25
第二節 研究貢獻…………………………………………………26
第三節 研究限制與未來研究方向………………………………28
參考文獻
英文部分……………………………………………………………29
附錄
附錄A………………………………………………………………39

表次
表 3-1 各構面之操作性定義及參考來源……………………………13
表 3-2 電子化市場導向–回應性市場導向之量表…………………13
表 3-3 電子化市場導向–預應性市場導向之量表…………………14
表 3-4 電子化市場導向–系統整合面向之量表……………………14
表 4-1 各構面探索性因素分析之因素負荷量………………………18
表 4-2 兩次資料收集之樣本基本屬性表……………………………19
表 4-3 各構面之驗證性因素分析……………………………………21
表 4-4 平均變異抽取量及相關係數平方值表………………………22
表 4-5 各競爭模式配適度指標………………………………………23

圖次
圖1-1 研究流程圖…………………………………………………4
圖3-1 電子化市場導向之構面……………………………………11
圖3-2 各競比模式比較圖…………………………………………12
圖3-3 量表發展步驟流程圖………………………………………15
圖4-1 電子化市場導向二階因素架構圖…………………………24
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