台灣虛擬通路採用的研究---以通路功能角度論述之; A Study of the Adoption and the Use of eChannels in Taiwan: A Channel Function Perspective

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题名:	台灣虛擬通路採用的研究---以通路功能角度論述之;A Study of the Adoption and the Use of eChannels in Taiwan: A Channel Function Perspective
作者:	鄭明松
贡献者:	企業管理系
关键词:	行銷虛擬通路;電子商務;通路功能;類型學;行銷通路;成功關鍵因素;擴散理論;雙因子理論;eChannel;eCommerce;Channel function;Typology;Channel of distribution;Critical success factor;Diffusion of Innovation;Two-factor Theory;管理科學
日期:	2005-07-01
上传时间:	2010-11-30 17:09:11 (UTC+8)
出版者:	行政院國家科學委員會
摘要:	過去數年來電子商務快速的發展導致網際網路已被逐漸視為一實用性很高的行銷虛擬通路。網際網路之於虛擬通路的用途在於其執行通路功能的能力。越多人利用網際網路來執行通路功能，則網際網路越可被視為一現代化的行銷虛擬通路，而此也將導致電子商務更加快速的發展。因此，「利用網際網路來執行通路功能」之擴散的研究就變成非常具有價值。此外，有鑒於網際網路上的虛擬零售商對於推廣虛擬通路扮演一很重要的腳色，因此，探討廠商引進虛擬通路的成功關鍵因素也非常具有意義。有鑒於以上，本研究將引進Rogers（1995）的DOI 理論來探討虛擬通路的擴散，而加速擴散的相關因素也將被進一步的探討。此外，本研究也將發展一套虛擬通路的類型學，並探討引進不同類型的虛擬通路之成功關鍵因素。而 Herzberg』s（1966）的雙因子理論的概念（即：保健因子與激勵因子）也將被引進，用以協助發展這些成功關鍵因素。 With the rapid development of eCommerce during the last few years, the Internet, as a channel of distribution, has become highly viable. The purpose of using the Internet as a channel of distribution is to carry out channel functions through the Internet. The more the user utilizes the Internet to perform channel functions, the higher the likelihood that the Internet will be regarded as a modern marketing channel, and eCommerce will be further developed. Hence, studies examining the diffusion of online channel functions become invaluable. In addition, as the e-tailer plays a critical role in promoting the adoption of eChannels/online channel functions, the study of the CSFs that help firms to introduce eChannel systems into their business portfolio is also important. In order to reflect upon the above, the current diffusion of eChannels/online channel functions will be studied by using the Rogers』 (1995) DOI theory. A research on the factors that facilitate the diffusion of eChannels/online channel functions will also be conducted. Moreover, an eChannel typology, based on online channel functions, will be developed, and the CSFs of the introduction of eChannels systems within various eChannel categories of the eChannel typology will be investigated. Herzberg』s (1966) Two-factor Theory concept (i.e., motivator and hygiene factors) will be introduced to help the development of the CSFs. 研究期間：9308 ~ 9407
關聯:	財團法人國家實驗研究院科技政策研究與資訊中心
显示于类别:	[企業管理學系] 研究計畫

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