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研究生:邱子軒
研究生(外文):Tzu-Hsien Chiu
論文名稱:環境動態性與執行長經驗對公司績效影響-以中國大陸淘寶賣家為例
論文名稱(外文):The Effects of Environmental Dynamism and CEO Experiences on Firm Performance: An Empirical Study of Taobao Sellers
指導教授:朱文儀朱文儀引用關係
口試委員:莊正民李庭閣
口試日期:2017-05-24
學位類別:碩士
校院名稱:國立臺灣大學
系所名稱:商學研究所
學門:商業及管理學門
學類:一般商業學類
論文種類:學術論文
論文出版年:2016
畢業學年度:105
語文別:中文
論文頁數:59
中文關鍵詞:環境動態性執行長經驗高層理論電子商務淘寶網
外文關鍵詞:Environmental DynamismCEO experienceUpper Echelons TheoryE-commerceTaobao
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  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
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