電子通路分類及其成功、失敗關鍵因素探討

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姓名

吳幸容(Hsing-Jung Wu) 查詢紙本館藏

畢業系所

企業管理學系在職專班

論文名稱

電子通路分類及其成功、失敗關鍵因素探討
(The Design of an eChannel Typology and a Two-critical-factor Analysis on the Success and Failure of the Adoption of an eChannel System)

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摘要(英)

Abstract
The Internet, being the platform of eCommerce in implementing channel functions, is regarded as eChannels of distribution. While eCommerce has being developing rapidly and spreading out around the world, studies on eChannels of distribution have become critical. In order to fully address the complex nature of eChannel environment, in this study, an eChannel typology is proposed and examined. Correspondence Analysis (CA) and cluster analysis are utilized for analysis purposes. Differences between various types of eChannels of distributions are compared and the reasons behind these phenomena are disclosed.
Nevertheless, after introducing eChannels of distribution, the performance of eChannels of distribution may not be as good as expected. Factors contributing to the performance of the implementation of eChannels of distribution are therefore highly concerned. However, factors leading to high performance (i.e., success) and low performance (i.e., failure) may differ. Under such a circumstance, factor isolation based on this concept should be conducted. Through a robust literature review, it is revealed that this concept is still in the innovative stage. In addition, factors resulting in success or failure across various types of eChannels of distribution may also be different. In this study, an attempt is made to study the above concerns. Therefore, a set of factors is collected through reviewing literature. Questionnaires are then designed and sent to field practitioners based on various types of eChannels, which are derived from the eChannel typology proposed by this study. The findings of the data analysis lend supports to the above assertion that factors leading to implementation failure of an eChannel of distribution differ from those of success. Besides, success/failure factors across various types of eChannels of distributions vary.

關鍵字(中)

★ 電子通路分類
★ 通路功能
★ 成功因素
★ 失敗因素
★ 對應分析
★ 電子通路
★ 電子商務

關鍵字(英)

★ eChannels of distribution typology
★ eCommerce
★ success factors
★ Correspondence analysis
★ Channel functions
★ eChannels
★ failure factors

論文目次

CONTENT
Table Content ...………...……………………………………………………. I
Figure Content ...………...……………………………………………………. II
Main Context
1. Introduction ...……………………………………………………………… 1
2. Toward a Typology of eChannels of Distributions: A view from e-tailing websites in Taiwan ……………………………………………………….. 4
2.1 Research Background…………………………………………………… 4
2.2 Literature review………………………………………………………… 6
2.2.1 Channel functions…………………………………………………. 6
2.2.2 eChannel typologies……………………………………………….. 7
2.3 Research Methodology………………………………………………….. 8
2.3.1 Questionnaire design……………………………………………… 9
2.3.2 Pre-testing………………………………………………………….. 9
2.3.3 Sampling and data collection……………………………………... 9
2.4 Data analysis and Results……………………………………………….. 10
2.4.1 Industry distribution……………………………………………… 11
2.4.2 Terminology of dimensions……………………………………….. 11
2.4.3 Respondents’ grouping results…………………………………… 14
2.5 Conclusion……………………………………………………………….. 19
3. A distinction between factors driving the implementation of eChannels of Distributions to be a success and failure ……………………………….. 21
3.1 Research Background…………………………………………………… 21
3.2 Literature Review……………………………………………………….. 22
3.2.1 Success or failure, the critical factors……………………………. 22
3.2.2 Individual factors affecting the performance of eChannels of distribution………………………………………………………… 23
3.2.3 eChannels of distribution typologies…………………………….. 31
3.3 Research Methodology………………………………………………….. 32
3.3.1 Scale operationalization…………………………………………… 32
3.3.2 Pre-testing………………………………………………………….. 33
3.3.3 Sampling and data collection……………………………………... 33
3.4 Data Analysis and Results………………………………………………. 35
3.4.1 Reliability analysis………………………………………………… 35
3.4.2 Analysis testing and results……………………………………….. 35
3.4.3 Discussion………………………………………………………….. 37
3.5 Conclusion……………………………………………………………….. 38
4. Conclusion…………………………………………………………………... 40
References……………………………………………………………………… 43
Appendix A: Questionnaire (Chinese version)……………………………….. A1-A4
Appendix B: Questionnaire (English version)……………………………….. B1-B5
Appendix C: A brief introduction to Correspondence Analysis..………….. C1

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指導教授

鄭明松(Julian Ming-Sung Cheng)

審核日期

2004-7-14

推文