隨著科技及技術的快速發展，網路逐漸改變企業的營運模式，其中電子商務已成為一項相當重要的商業工具。過去與網路相關的文獻較多著重於探討網路與國際行銷之間的關係，與出口相關的研究也大多探討網站複雜程度或網站內容對出口績效的影響，B2B電子市場對出口績效的影響較少成為研究主題，因此本研究除了網站外，更進一步將B2B電子市場列入影響出口績效的因素。 本文以129間中國大陸中小企業為研究對象，分別探討架設自有網站與採用B2B電子市場對企業出口績效的影響，並檢驗同時架設自有網站與採用B2B電子市場對出口績效是否改變上述之影響。 本研究採用量化方法，以複線性迴歸中的階層式迴歸進行分析，並以平均數平減法以降低共線性問題。模型自變數為網站功能複雜程度、B2B電子市場使用程度；應變數出口績效以出口比例作為衡量方式；控制變數包含員工人數、公司年齡、R&D員工人數、網站語言數、電子平台數、自有品牌數、商展數以及認證數等。 研究結果顯示當網站功能複雜程度愈高時，出口績效愈差；當B2B電子市場使用程度愈高時，出口績效愈佳；而在同時架設功能複雜程度愈高的網站與使用B2B電子市場程度愈高的情況下，出口績效愈佳。當網站功能複雜程度愈高，亦即可直接在網站上進行下單時，對於國內銷售績效的增加大於出口績效的增加，使得出口比例下降；當B2B電子市場使用程度愈高時，表示外包給第三方有助於提升企業比較利益及競爭優勢；而在同時架設網站及採用B2B電子市場下，可互相彌補風險及缺失，因此使出口績效提升。 / With the rapid growth of technology and the Internet, the way people do business is changed dramatically. Specifically, e-commerce is becoming more and more essential as a business vehicle for firms. There is growing volume of literatures doing research on the Internet, but scholarly attention has been paid to define the Internet’s role in marketing. Even if there still some studies attempted to link the Internet to exporting, these literatures put more emphasis on the impacts of firm’s own websites on export performance. Thus, in addition to websites, B2B electronic markets are viewed as the determinant of export performance in this study. 129 samples in this study are selected from Small and medium-sized enterprises (SMEs) in China. Multiple linear regression is adopted, and mean-centering is used as a means to reduce multicollinearity. The purpose of this study is to investigate respective impacts of own websites and B2B electronic markets on export performance and impacts of simultaneous use of own websites and B2B electronic markets on export performance. The results indicate that there is negative relationship between level of functionality of websites and export performance. Export performance here is measured by export percentage. In other word, when level of functionality of websites is higher, export percentage becomes lower. Second, the study findings demonstrate that a greater level of B2B electronic market a firm adopts is positively associated with its export performance. Finally, a firm’s simultaneous use of website and B2B electronic market is positively associated with its export performance.

全球化時代的來臨，促進企業的國際化並加速了國際貿易的成長。企業進行海外拓展國際化的第一步便是出口，也因此出口績效儼然成為許多國際商業或經濟學者探討的重要議題。然而，在如此眾多的出口績效研究中，研究目標卻鮮少為新興市場企業。 新興市場如今已於全球市場竄起，許多投資者皆對新興市場趨之若鶩。在與已開發經濟體大相逕庭的環境中，新興市場企業之出口績效決定因素又與已開發經濟體是否相異，本研究將以新興市場為主要目標探討出口績效因素以補齊過去文獻之不足。 本研究於B2B電子商務平台中隨機蒐集了319個樣本，透過後進者觀點切入，加入過去未受詳盡探討之因素並搭配樣本特性，歸納出五項因素：創新能力、產品品質控管、電子商務使用時間、海外地區多樣性、是否天生全球化，並在控制公司規模的情況下以階層式迴歸進行實證分析。 研究結果發現，雖然各變數對出口績效皆呈現正向影響，但創新能力與海外地區多樣性並未達到顯著水準，故無法使假設成立。而產品品質控管愈佳或使用電子商務時間愈久皆可提升出口績效。另外，天生全球化企業之出口績效也會較遵循傳統國際化步驟企業之出口績效為佳。希望本研究結果可提供欲於新興市場中成立之新企業提升出口績效的方向，或已立足於新興市場中之成熟企業欲改善出口績效之方法。 / Globalization makes the amount of international trade growing rapidly than before. Firms do more international activities and seek for superior export performance. Researchers of International Business and Economics see this trend as an important topic to discuss. However, among so many literatures of the determinants of export performance, there seems to be little about the export performance in emerging markets. To make the researches of determinants of export performance become more complete, I will take firms in emerging markets as the study subject. I randomly collected data of 319 firms from a B2B e-commerce marketplace. With the aspect of late mover advantage, I take innovation as one of the determinants of export performance. Also, product quality and international diversity are both considered. Firms in emerging markets think e-commerce as an efficiency tool to expand markets and this is the reason I put e-commerce usage time in the structure. Finally, some firms from the sample are so-called “born-globals,” I also study the relationship between born-global and export performance. In this paper, I found product quality and e-commerce usage time positively affect the export performance; while innovation and international diversity do not provide a significant result. Besides, export performance of born-globals in emerging markets is better than other firms, which were not born-global. Hope this paper can make people who are interested in export performance in emerging market understand the situation more.

無 / Attracted by the promise of greater market exposure and increase revenues, some firms have adopted B2B electronic market to expand international markets. However, do firms reap export performance benefits of increased extent of B2B electronic market? Besides, what accounts for different export performance, in other word, under what conditions, the extent of exporters’ B2B electronic market adoption will have positive effects on export performance? Drawing from resource based view; this study develops a conceptual framework which links the relationship between the extent of exporters’ B2B electronic market adoption and export performance. And then, analyzing the data collected from in-depth interview with managers in China, the study propose several propositions in the linkages between the adoption of B2B electronic market, market orientation, export commitment and export performance. The results concluded in the following statement. Firstly, the greater extent of usage of B2B electronic market, the better the exporters’ export performance. Furthermore, both market orientation and export commitment moderate the relationships between the extent of exporters’ B2B electronic market and export performance. Overall, we found that the greater the firm’s market orientation, the greater is the influence of B2B electronic market on export performance. Additionally, the greater the firm’s export commitment, the greater is the influence of B2B electronic market on export performance.