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研究生:林美蘭
研究生(外文):LIN, MEI-LAN
論文名稱:數位化因素對中小企業國際競爭與存活年限之影響
論文名稱(外文):The Influence of Digital Factors on the International Competition and Survival Time of SMEs
指導教授:陳綉里陳綉里引用關係
指導教授(外文):CHEN, HSIU-LI
口試委員:顏嘉惠張盛華
口試委員(外文):YEN, CHIA-HUICHANG, SHENG-HUA
口試日期:2021-05-07
學位類別:碩士
校院名稱:銘傳大學
系所名稱:國際企業學系碩士班
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:2021
畢業學年度:109
語文別:中文
論文頁數:102
中文關鍵詞:中小企業數位行銷數位轉型全球化國際競爭力存活年限經營者人力資本COVID-19
外文關鍵詞:SMEDigital MarketingDigital TransformationGlobalizationInternational CompetitivenessSurvival TimeHuman Capital of the OperatorCOVID-19
相關次數:
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迄今,台灣中小企業依然是經濟體系成長的主要引擎,但企業規模小、人才和資金資源較為缺乏等,使營運上能承受風險的能力較大企業來的低。此外,全球化帶來的影響使台灣中小企業不得不提升國際競爭力以開拓國外市場,同時增加企業存活年限。另外,數位化時代的來臨迫使中小企業需要加入數位化因素才可跟上消費趨勢,及達到更好的績效。加上2019年所爆發的COVID-19間接造成各國經濟衰退,導致中小企業更加慎重檢視是否需要透過強化自身國際競爭力才不會在危機來臨時無法存活。
因此,本研究目的在於探討數位行銷及數位轉型對台灣中小企業之全球化、國際競爭力及存活年限之影響,以及以經營者人力資本和COVID-19為干擾下,對中小企業全球化、國際經爭力和存活年限之影響效果。本研究以台灣中小企業為研究對象,採便利抽樣法並設定兩種情境,有COVID-1及無COVID-19背景下,對中小企業之營運狀況及存活年限是否產生影響。共發放300份問卷,有效回收問卷為200份,有效回收率77.2%。
經由實證結果發現:(1)中小企業數位行銷策略對其全球化無正向顯著影響(2)中小企業數位轉型策略對其全球化有正向顯著影響(3)中小企業全球化對其國際競爭力有正向顯著影響(4)中小企業國際競爭力提升對存活年限無正向顯著影響(5)經營者的人力資本對全球化和國際競爭力之間具調解效果(6)COVID-19對國際競爭力和存活年限無調節效果。

Nowadays, the main source of Taiwan’s economic growth is the small and medium enterprises. This kind of small scale enterprises lack outstanding staff, budget, and resource, making their risk management lower than the other companies. Because of the influence of globalization, Taiwan’s small and medium enterprises have to be more competitive to broad the international market for running their businesses. Furthermore, the digital generation makes the small and medium enterprises in Taiwan need to explore more digital factors for catching up the trend of shopping demand. It could improve the company performance. Moreover, the COVID-19 Pandemic in 2019 makes the economic slump in all of the world. The small and medium enterprises in Taiwan have to take a serious consideration to strengthen their competitiveness. It will be beneficial for them to survive when the crisis coming in the future.
The purpose of this research is to explore the impact of digital marketing and digital transformation on the globalization, international competitiveness and survival time of Taiwan's SMEs, and under the interference of the operator's human capital and COVID-19, the impact on the globalization, international competitiveness and survival time of SME enterprises. This research conducted a random convenience sample survey on Taiwan's SMEs. We use SPSS and LISREL to verify the effect.
The results of this study show that: (1) The digital marketing strategy of SME has no positive and significant impact on their globalization. (2) The digital transformation strategy of SME has a positive and significant impact on their globalization. (3) The globalization of SME has a significant impact on their international competition power has a positive and significant impact. (4) The improvement of the international competitiveness of SME has no positive and significant impact on the survival time. (5) The human capital of the operator has a mediating effect on the relationship between globalization and international competitiveness. (6) COVID-19 there is no adjustment effect on international competitiveness and survival time.
目錄
頁次
目 錄 I
圖 目 錄 IV
表 目 錄 V
第壹章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 4
第三節 研究架構 5
第四節 研究步驟 6
第貳章 文獻探討 7
第一節 台灣中小企業定義與概況 7
一、台灣中小企業定義 7
二、台灣中小企業依法登記之統計資料 7
三、台灣中小企業特性 11
第二節 數位行銷 12
第三節 數位轉型 14
一、數位轉型定義 14
二、數位轉型相關文獻 14
第四節 全球化 16
一、全球化之定義 16
二、全球化的趨勢與影響 16
第五節 國際競爭力 18
第六節 企業存活年限之理論分析與相關文獻 19
一、存活年限之定義 19
二、影響企業存活之因素 20
第七節 經營者人力資本 23
第八節 COVID-19對企業經營之影響 25
第參章 研究方法 28
第一節 研究變數操作型定義與衡量 28
第二節 問卷設計 30
一、樣本選取對象 30
二、問卷設計配置 30
第三節 資料分析方法 33
一、敘述性統計分析(Descriptive Statistics) 33
二、信度分析 33
三、效度分析 34
四、LISREL結構分析 34
第肆章 資料分析與結果 35
第一節 樣本分析 35
第二節 敘述性統計 44
第三節 信度與效度分析 49
一、數位行銷 49
二、數位轉型 51
三、全球化 53
四、國際競爭力 54
第四節 結構模式結果分析 55
一、結構模型與變數衡量 55
二、估測結果 58
三、模型配適程度分析 60
四、干擾變數之效果驗證 62
五、干擾變數結構模型配適程度分析 63
六、假說驗證 65
第伍章 結論與建議 70
第一節 研究結論 70
第二節 管理意涵 72
第三節 研究限制與建議 73
一、研究對象及範圍之限制 73
二、其他因素考量 73
第四節 未來相關危機之緊急應對措施 74
一、前期 74
二、中期 75
三、後期 77
參考文獻 79
附錄:研究問卷 87
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