近年來,台灣許多採用OEM模式的中小企業,都尋求透過電子商務的幫助,往自有品牌的經營模式發展。並且,從許多公司都積極建立自己的公司網站,就不難看出,公司紛紛將資源投入在電子商務能力的發展中。
學術上,對於電子商務對中小企業的幫助,多有討論。有些學者認為,電子商務由於能夠降低公司與客戶的溝通成本,並且不受時空的限制,因此是中小企業追上大型競爭對手的絕佳機會。然而也有些學者認為,電子商務由於資訊更加透明,會加劇競爭,因此對於中小企業並不一定有利。除此之外,過去對於電子商務的研究,多集中在對於公司的利潤、成本管控、存貨管控或是顧客忠誠度的建立之上,少有對於自有品牌建立方面的研究。
因此,本研究目的主要希望透過量化實證研究的方式,分析公司電子商務能力,與自有品牌績效之間的關係,並且同時希望能夠探討,在何種情況之下,電子商務對於自有品牌的建立會有更大的幫助。
本研究結果發現,公司的電子商務能力,與自有品牌的績效存在著正向的關係。同時,公司的顧客導向,對於上述的關係,會產生正向的干擾。並且,傳統產業的公司,在使用電子商務建立自有品牌上,有較好的效果。 / In recent years, many OEM SMEs in Taiwan are striving to build their own brand through E-commerce. The fact that lots of these firms are building their own website, shows that they are engaging a huge amount of company resources in developing their E-commerce capability.
In previous literatures, scholars have argued about whether E-commerce is a chance to SMEs. On the one hand, some proposed that E-commerce reduce the communication cost between firms and their customers, so it is a chance for SMEs to match up with their big competitors. On the other hand, however, some also concerned that E-commerce will make the competition more severe through providing information transparency, and thus E-commerce may not be that promising for SMEs. Previous studies on E-commerce focus mostly on its effect on profit generating, cost reducing, inventory managing and customer loyalty building for the firm. Researches on the effect of E-commerce to help building own brand manufacturing business model are still limited.
Thus, the main purpose of this study is to assess the relationship between E-commerce capability, and own brand building performance through an empirical analysis. And also, try to identify the factors that modify this relationship.
Our result shows that, a positive relationship exists between E-commerce capability of a firm and its own brand performance. Also, customer orientation of a firm positively modifies this relationship. Finally, E-commerce contribute more to own brand building in traditional manufacturing industry than in high-tech manufacturing industry.
Identifer | oai:union.ndltd.org:CHENGCHI/G0104351007 |
Creators | 林宏澤, Lin, Hong Tse |
Publisher | 國立政治大學 |
Source Sets | National Chengchi University Libraries |
Language | 中文 |
Detected Language | English |
Type | text |
Rights | Copyright © nccu library on behalf of the copyright holders |
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