隨著網路興起與快速發展，近年來電子商務吸引了愈來愈多的關注。環境競爭日益激烈，且大多數電商賣家為個人或小型企業，管理者直接透過策略決定來影響公司績效表現的可能性很大，故本研究以淘寶賣家為研究對象，探討環境動態性、執行長特質等因素對於公司績效表現的影響。
　　本研究使用問卷方法進行資料蒐集，採取網路發放形式，回收的數據將以統計分析來驗證本研究所提出之研究假說，統計方法包括信度分析、相關分析和迴歸分析等。
　　研究結果顯示， (1) 產業的環境動態性對於公司績效有正向影響，獲得支持， (2) 執行長的過往經驗對於公司績效有正向影響，獲得部分支持， (3) 環境動態性並不會正向增強執行長經驗對於公司績效的影響。
　　本研究根據上述結果，對電商店鋪經營者提出建議，期望有助於其發展。作為淘寶店鋪的執行長，在經營上必須特別關注： (1)公司必須頻繁為其改變營銷作法， (2)過時相當快， (3)競爭對手行為不可預測， (4)消費者需求和喜好不可預測， (5)生產主流模式頻繁改變 之產品，才有望拉高公司績效表現，並避免陷入價格戰中。
　　在執行長經驗部份，本研究拆分成兩個面向討論，分別是管理知識經驗、創業與產業經驗。根據研究結果建議，執行長在管理公司之餘，提升自身管理知識能力相當重要。而創業經驗對於公司績效也有顯著正向影響，本研究推論創業經驗是為一複合經驗，包含著對於管理、市場前瞻等等特性，豐富的創業經驗能為執行長帶來更多助力，進而帶動整體公司績效表現。而執行長之正職經驗呈現顯著負向影響，本研究認為在公司任職擔任員工，大多還是偏向執行上級交辦之事項或業務，因此，正職年資越長的執行長，相較於自己創立團隊或公司，所需要在創新與勇敢執行新決策上的訓練機會更少，在電商店鋪的營運上，將會偏向更為保守的策略模式，進而減損公司績效表現。
　　關於環境動態性對於執行長經驗與公司績效表現間並沒有發現顯著的調節效果，可能原因在於，外部高度環境變化雖為公司帶來更多實現卓越績效表現的機會，但不一定僅限於擁有豐富經驗之執行長才能識別並把握潛在益處，提高績效表現；無論是擁有豐富經驗亦或是初入茅廬之執行長，投入電商領域時應多進入高環境動態性之競爭，以獲取更好收益。

With the rapid development of the Internet, e-commerce has caught more and more attention in recent years. The environmental competition is becoming increasingly fierce. Most of the e-commerce dealers are individuals or small businesses, implying it is likely that top managers go directly through the decision making and influence the performance of the company. This study takes Taobao dealers as the research sample, and examines the influence of environmental dynamism and CEO experiences on the performance of the company. In this study, we use the survey method to collect data via a questionnaire. The data were analyzed by statistical analysis to test the hypothesis proposed in this study. Main statistical methods include reliability analysis, correlation analysis and regression analysis.
The results show that: (1) environmental dynamism has a positive impact on firm performance, (2) CEO''s past experience has a partly positive impact on firm performance, and (3) environmental dynamism doesn’t positively enhance the relation between CEO experiences and firm performance.
Based on these results, this study provides some advises to the sellers of e-commerce. As the sellers of Taobao shops, in order to pull up the company''s performance, and to avoid falling into the price war, they must pay extra attention to the business where: (1) the company must change its marketing practices frequently, (2) life cycle of products are short, (3) competitors’ behavior is unpredictable, (4) consumer preferences are unpredictable, and (5) common production mode changes frequently,
In the CEO experiences part, this study breaks it down into two discussions, namely, management knowledge experiences and entrepreneurship & industry experiences. According to the results, we suggest that it is important for the CEO to enhance their own knowledge management capacity. We’ve also seen entrepreneurial experience has a significant positive impact on the firm’s performance. This study deduced entrepreneurial experience is a composite experience type, including the management, market outlook and so on, rich entrepreneurial experience for the CEO can help him/her bring more help, and drive overall firm’s performanc. The past work experience has a significant negative impact, the longer the length of the CEO work experience is, the more conservative strategy model he/she will use, thereby reducing the performance of the company. For environmental dynamism, there is no significant moderating effects on CEO experience towards firm performance. The possible reason is that even though external high-level environmental changes indeedly provides more opportunities for firms to achieve high performance, it’s not necessarily limited for the experienced CEOs.

致謝 I
中文摘要 II
英文摘要Abstract III
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究問題與目的 2
第三節 研究流程與章節架構 3
第二章 電子商務市場與淘寶介紹 5
第一節 全球電商零售市場簡介 5
第二節 中國電子商務市場 7
第三節 淘寶背景與發展歷程 9
第四節 淘寶店鋪賣家的競爭態勢 11
第三章 文獻探討與研究假說 13
第一節 環境動態性 13
第二節 高層理論 20
第三節 環境動態性、執行長經驗與公司績效表現 26
第四節 研究架構 28
第四章 研究方法 29
第一節 研究對象 29
第二節 研究變數與衡量 29
第三節 研究統計方法 35
第五章 研究結果 37
第一節 敘述統計與相關分析 37
第二節 研究假說檢驗 39
第六章 結論與建議 45
第一節 研究結論 45
第二節 學術與實務意涵 46
第三節 研究限制 47
第四節 研究建議 48
參考文獻 49
附錄一 研究問卷 55

Adomako, Samuel; Danso, Albert. 2014. “Regulatory Environment, Environmental Dynamism, Political Ties, and Performance.” Journal of Small Business and Enterprise Development 21(2): 212–30.
Aiken, L. S., & West, S. G. (1991). Multiple Regression: Testing and interpreting interactions. Thousand Oaks: Sage.
Akgün, Ali E., Keskin, Halit, and Byrne, John. 2008. “The Moderating Role of Environmental Dynamism between Firm Emotional Capability and Performance.” Journal of Organizational Change Management 21(2): 230–52.
Anand, G, and Ward, P.T.. 2004. “Fit, Flexibility and Performance in Manufacturing: Coping with Dynamic Environments.” Journal of Production and Operations Management 13(4): 369–85.
Atuahene-Gima, K. and Ko, A. (2001). An Empirical Investigation of the Effect of Market Orientation and Entrepreneurship Orientation Alignment on Product Innovation. Organization Science 12(1): 54–73.
Bates, T. 1990. “Entrepreneur Human Capital Inputs and Small Business Longevity.” Reviewof Economic Statistics 72: 551–59.
Baron, R. M. & Kenny, D. A. (1986). “The moderator-mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations.” Journal of Personality and Social Psychology. 51(6): 1173–1182.
Bourgeois, L. J. III. 1980. “Strategy and Environment: A Conceptual Integration.” Academy of Management Review 5(1): 25–39.
Brüderl, J, Preisendörfer, P, and Ziegler, R. 1992. “Survival Chances of Newly Founded Business Organizations.” American Sociological Review 57: 227–42.
Brush, CG, and Vanderwerf, PA.. 1992. “A Comparison of Methods and Sources for Obtaining Estimates of New Venture Performance.” Journal of Business Venturing 7: 157–70.
Carpenter, Mason A, Geletkanycz, Marta A, and Gerard Sanders, Wm. 2004. “Upper Echelons Research Revisited : Antecedents , Elements , and Consequences of Top Management Team Composition.” 30(6): 749–78.
Dearborn, D, and Simon, H. 1958. “Selective Perception : A Note on the Departmental Identifications of Executives.” Sociometry 21(2): 140–44.
Dencker, John C., and Gruber, Marc. 2015. “The Effects of Opportunities and Founder Experience on New Firm Performance.” Strategic Management Journal 36(7): 1035–1052.
Dess, Gregory G, and Beard, Donald W. 1984. “Dimensions of Organizational Task Environments.” Administrative Science Quarterly 29(1): 52–73.
Díaz-Fernández, M Carmen, González-Rodríguez, M Rosario, and Paddison, Brendan. 2015. “Exploring the Antecedents of Firm Performance in a Latin-American and European Diverse Industrial Context.” Academia; Bogotá 28(4): 502–22.
Duncan, Robert B. 1972. “Characteristics of Organizational Environments and Perceived Environmental U Ncertainty.” Administrative Science Quarterly: 313–27.
Duray, R., Ward, P.T., Milligan, GW., and Berry, W.L.. 2000. “Approaches to Mass Customization: Configurations and Empirical Validation.” Journal of Operations Management 18: 605–25.
Eisenhardt, KM, and Schoonhoven, CB. 1990. “Organizational Growth: Linking Founding Team, Strategy, Environment, and Growth among U.S. Semiconductor Ventures.” Administrative Science Quarterly 35: 504–29.
eMarketer. 2016. Worldwide Retail Ecommerce Sales: The eMarketer Forecast for 2016.
Emery, F. E., and Trist, E. L.. 1965. “The Causal Texture of Organizational Environments.” Human Relations 18(1): 21–32.
Feeser, HR, and Willard, GE.. 1990. “Founding Strategy and Performance: A Comparison of High and Low Growth High Tech Firms.” Strategic Management Journal 11: 87–98.
Filley, Alan C., House, Robert J., and Kerr, Steven. 1976. Managerial Process and Organizational Behavior.
Goll, Irene, and Rasheed, Abdul A. 1996. “The Relationships between Top Management Demographic Characteristics , Rational Decision Making , Environmental Munificence , and Firm Performance.” : 999–1023.
Greene, W. H., (2000). Econometric Analysis, 4th edition, Prentice Hall.
Gruber, M, MacMillan, IC, and Thompson, JD. 2008. “Look before You Leap: Market Opportunity Identificatiob in Emerging Technology Firms.” Management Science 54: 1652–65.
Gül, M. C. 2011. “Environmental Dynamism, Innovativeness and Firm Performance.” In The 2011 Las Vegas International Academic Conference,.
Hambrick, Donald C. 2007. “Upper Echelons Theory : An Update.” Academy of Management Review 32(2): 334–43.
Hambrick, Donald C., and Mason, Phyllis A.. 1984. “Upper Echelons: The Organization as a Reflection of Its Top Managers.” Academy of Management Review 9(2): 193–206.
Hamel, Gary. 2000. “Leading the Revolution.” Strategy and Leadership 29(1): 4–10.
Hari, Narayan H. 2012. “Strategic Management.”
Hitt, Michael A., Ireland, R. Duane, and Hoskisson, Robert E.. 2001. 8 South-western college publishing Strategic Management: Competitiveness and Globalization.
Jahera, J.S., and Lloyd, W.P.. 1992. “Additional Evidence on the Validity of ROI as a Measure of Business Performance.” The Mid-Atlantic Journal of Business: 102–20.
Janis, Irving L. 1972. “Victims of Groupthink.” New York: Houghton Mifflin.
Lawrence, Barbara S. 1997. “The Black Box of Organizational Demography.” Organization Science 8(1): 1–22.
Lawrence, P. R., and Lorsch, J. W.. 1967. “Organization and Environment.” Harvard University.
Li, Y., Guo, H., Liu, Y., and Li, M. 2008. “Incentive Mechanisms, Entrepreneurial Orientation, and Technology Commercialization: Evidence from China’s Transitional Economy*.” Journal of Product Innovation Management 25(1): 63–78.
Li, Y., Liu, Y., and Zhao, Y. (2006). The Role of Market and Entre- preneurship Orientation and Internal Control in the New Product Development Activities of Chinese Firms. Industrial Marketing Management 35(3):336–347.
Lin, H., and Shih, C.. 2008. “How Executive SHRM System Links to Firm Performance: The Perspectives of Upper Echelons and Competitive Dynamics.” Journal of Management 34(5): 853–81.
Miller, D., and Friesen, P. H.. 1983. “Strategy-Making and Enviroment: The Third Link.” Strategic Management Journal 4: 221–35.
Miller, D., and Friesen, P. H.. 1982. “Innovation in Conservative and Entrepreneurial Firms: Two Models of Strategic Momentum.” Strategic Management Journal 3(1): 1–25.
Mohd, Wael, Idris, Subhi,and Momani, Raed A.. 2013. “Impact of Environmental Dynamism on Marketing Strategy Comprehensiveness and Organizational Performance.” International Journal of Business and Management 8(9): 40–49.
Morash, E. A., Droge, C. L. M., and Vickery, S. K.. 1996. “Strategic Logistics Capabilities for Competitive Advantage and Firm Success.” Journal of Business Logistics 17(1): 1–22.
Murphy, GB, Trailer, JW, and Hill, RC.. 1996. “Measuring Perormance in Entrepreneurship Research.” Journal of Business Research 36: 15–23.
Park, Taekyung, and Ryu, Dongwoo. 2015. “Drivers of Technology Commercialization and Performance in SMEs.” Management Decision 53(2): 338–53.
Podsakoff, P. M., and Organ, D. W.. 1986. “Self-Reports in Organizational Research: Problems and Prospects.” Journal of Management 12: 533–44.
Porter, Michael E. 1985. Competitive Advantage : Creating and Sustaining Superior Performance. Free Press ;Collier Macmillan.
Priem, Richard L, Lyon, Douglas W, and Dess, Gregory G. 1999. “Inherent Limitations of Demographic Proxies in Top Management Team Heterogeneity Research.” Journal of Management 25(6): 935–53.
Ruiz-Ortega, M J, Parra-Requena, G, Rodrigo-Alarcon, J, and Garcia-Villaverde, P M. 2013. “Environmental Dynamism and Entrepreneurial Orientation The Moderating Role of Firm’s Capabilities.” Journal of Organizational Change Management 26(3): 475–93.
Sadler-Smith, Eugene, Hampson, Yve, Chaston, Ian, and Badger, Beryl. 2003. “Managerial Behaviour, Entrepreneurial Style, And Small Firm Performance.” Journal of Small Business Management 41(1): 47–67.
Slater, S. F., and Narver, J. C.. 1994. “Does Competitive Environment Moderate the Market Orientation-Performance Rela- Tionship?”
Sukpanich, Nessara. 2005. “Firm-Specific Advantages, Intra-Regional Sales, Product Diversity, and Performance.” Indiana University.
Switzerland Global Enterprise. 2014. Market Study China E-Commerce.
Tan, Keah‐Choon, Kannan, Vijay R., Handfield, Robert B., and Ghosh, Soumen. 1999. “Supply Chain Management: An Empirical Study of Its Impact on Performance.” International Journal of Operations and Production Management 19(10): 1034–52.
Terreberry, Shirley. 1968. “The Evolution of Organizational Environments.” Administrative Science Quarterly 12: 590–613.
Thompson, James D. 1967. Organizations In Action: Social Science Bases of Administrative Theory. New York: McGraw Hill.
Venkatraman, N. 1990. “Performance Implications of Strategic Coaligment: A Methodological Perspective.” Journal of Management Studies 27: 19–41.
Venkatraman, N., and Presscott, J. E.. 1990. “The Market Share-Profitability Relationship: Testing Temporal Stability across Business Cycles.” Journal of Management 16(4): 783–805.
Wan, Zi. 2004. “Competitive Strategy, Competitive Forces and Business Level Performance in the United States Upholstered, Wood Household Furniture Industry.”
Ward, P.T., Duray, R., Leong, G. K., and Sum, C.. 1995. “Business Environment, Operations Strategy, and Performance: An Empirical Study of Singapore Manufacturers.” Journal of Operations Management 13: 99–115.
Wiklund, J. and Shepherd, D. (2003). Knowledge-Based Resources, Entrepreneurial Orientation, and the Performance of Small and Medium-Sized Businesses. Strategic Management Journal 24: 1307–1314.
Yeoh, P-L. 1994. “Entrepreneurship and Export Performance: A Proposed Conceptual Model.” Advances in international marketing.
Zahra, Shaker A., Neubaum, Donald O, and Huse, Morten. 1997. “The Effect of the Environment on Export Performance among Telecommunications New Ventures.” Entrepreneurship Theory and Practice 22: 25–46.
CNNIC. 2012. 2012 年度中國網絡零售市場數據監測報告.
CNNIC. 2015. 2015 年中國網絡購物市場 研究報告.
CNNIC. 2016. 2016 中國互聯網絡發展狀況統計報告.
中國經濟日報. 2006. 「各國電子商務發展之韓國篇.」 中國經濟日報. http://ltfzs.mofcom.gov.cn/article/ag/wlbzh/200610/20061003378639.shtml.
中時電子報. 2015. 「假貨拖累 京東 年底關閉拍拍網.」 http://www.chinatimes.com/newspapers/20151111000108-260203.
商務部, 中央網信辦, 和發展改革委. 2016. 電子商務「十三五」發展規劃.
搜狐. 2014. 「網購電商為什麼在中國那麼火爆.」 http://m.sohu.com/n/453461701/?wscrid=32576_2.
法治週末. 2013. 「淘寶網店數量首度下滑.」 http://www.ebrun.com/20130206/67652.shtml.
百度知道. 2016. 「到2016年淘寶有多少賣家？.」 https://zhidao.baidu.com/question/2076930099755122388.html.
艾媒諮詢. 2016. 2016年中國網民「雙11」消費行為研究報告.
通泰媒體. 2014. 以阿里巴巴看中國電商發展.
邱皓政. 2006. 量化統計與分析. 台北市:五南圖書出版公司.
鋒觀點. 2015. 「拍拍網已死 淘寶還能堅持多久？.」
阿里研究院. 2014. 中國在線產業帶研究報告.
陳師群與張嘉琳. 2016. 各國行動支付發展趨勢及相關個案研究.
高長. 2016. 「從「十三五規劃」剖析大陸經濟發展前景.」 展望與探南 14(7): 47–76.
百度百科. 「百度百科：淘寶網.」 http://baike.baidu.com/item/淘寶網?fromtitle=淘寶&fromid=145661&type=syn.