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題名 探討B2B電子商務平台信號與買方行為之關係
Investigating the effects of online signals on buyers behavior
作者 魏君
貢獻者 簡睿哲
魏君
關鍵詞 B2B電子商務平台
信號
干擾變數
B2B e-commerce platform
signals
interference variable
日期 2016
上傳時間 20-Jul-2016 16:38:51 (UTC+8)
摘要 近年來，電子商務飛速發展，已取得長足進步。電子商務可以高效利用有限資源，加快商業週期循環，節省時間、降低成本、提高利潤和增強企業競爭力，並以傳統經營方式所無法比擬的優點受到全球關注。因此，電子商務給企業所帶來的影響是非常重要且值得探討。
在電子商務貿易模式中，信息的高效傳遞成為平台上賣方增強競爭力的重要手段。但是過去鮮少有研究以信號理論觀點，切入探討B2B交易平台上賣方信號對買方之吸引力，以及鮮少有研究探討其中是否有其他變數可能會增加或削弱兩者之間的關係。因此本研究旨在探討賣方採用的信號與買方聯繫賣方之可能性的關係，並以企業外部市場化發展程度因素作為干擾變數。
本文共蒐集167家中小企業信息作為研究對象，並以階層回歸作為分析方法，進一步釐清賣方所採用的信號與買方聯繫賣方之可能性之間的關係，並以企業外部市場化發展程度作為干擾變數，研究外部環境情況是否會強化賣方所採用的信號與買方聯繫賣方之可能性之間的關係，補充過去文獻鮮少探討之觀點。冀望本研究結果能為平台賣方之決策者在考慮如何運營，提供一些參考與建議。
參考文獻 一、英文資料
1. Anderson, J., & Narus, J. (1990). A model of distributor firm and manufacturer firm working partnerships. Journal of Marketing, 54(1):42-58.
2. Bhattacherjee, A. (2002). Individual trust in online firms: scale development and initial test. Journal of Management Information Systems, 19(1): 211-241.
3. Breugelmans, E., & Campo, K. (2011). Effectiveness of in-store displays in a virtual store environment. Journal of Retailing, 87(1):75-89.
4. Bolton, G., Loebbecke, C., & Ockenfels, A. (2008). How social reputation networks interact with competition in anonymous online trading: An experimental study. CESifo Working Paper Series, 44(14):1-31.
5. Bockstedt, J., & Goh, K. (2011). Seller strategies for differentiation in highly competitive online auction markets. Journal of Management Information Systems,28(3): 235-268.
6. Berthon, P., Lane, N., Pitt, L., & Watson, R. (1998). The world wide web as an industrial marketing communication tool: models for the identification and
assessment of opportunities. Journal of Marketing Management, 14(7):691-704.
7. Bagchi, R., & Cheema, A. (2013). The effect of red background color on willingness-to-pay: The moderating role of selling mechanism. Journal of Consumer Research, 39(5):947-960.
8. Boulding, W., & Kirmani, A. (1993). A consumer-side experimental examination of signaling theory: Do consumers perceive warranties as signals of quality? Journal of Consumer Research, 10: 111-123.
9. Bhattacharya, U., & Spiegel, M. (1991). Insiders, outsiders, and market breakdowns. Review of Financial Studies, 4(2):255-282.
10. Certo, S., Covin, J., Daily, C., & Dalton, D. (2001). Wealth and the effects of founder management among IPO-stage new ventues. Strategic Management Journal, 22(6-7):641–658.
11. Eisenmann, T., Parker, G., & Alstyne, M.W (2006).Strategies for two-sided markets. Harvard business review, 84(10):92-101.
12. Ghose, A. (2009). Internet exchanges for used goods: an empirical analysis of trade patterns and adverse selection. MIS Quarterly, 33(2): 263-292.
13. Gregg, D.G., & Walczak, S. (2008). Dressing your online auction business for success: An experiment comparing two eBay businesses. MIS Quarterly, 32(3):653-670.
14. Gupta, S., & Gallien, J. (2005). Temporary and permanent buyout prices in online auctions. Management Science, 23: 814-833.
15. Jarvenpaa, S.L., Staples,S., & Teigland, R. (2015). Strategic and policy perspectives on social media technologies Special Issue. The Journal of Strategic Information Systems, 24(2): 45-146.
16. Kim, H., & Niehm, L.S. (2009). A quarterly publication from the direct marketing educational foundation. Journal of interactive marketing, 23(3):221-233.
17. Koufaris, M., & Hampton-Sosa, W. (2004). The development of initial trust in an online company by new customers. Information & Management, 41:377-397.
18. Kelley, R. (1988). In praise of followers. Harvard business review, 66(6):142-148.
19. Lee, B.C., Ang, L., & Dubelaar, C. (2006). Lemons on the web: A signaling approach to the problem of trust in Internet commerce. Journal of economic psychology,
26(5):607-623.
20. Li, S., Srinivasan, K., & Sun, B. (2009). Internet auction features as quality signals. Journal of Marketing, 73(1):75-92.
21. Montgomery, A., Li, S., Srinivasan, K., & Liechty, J. (2004). Modeling online browsing and path analysis using clickstream data. Marketing Science, 23(4):579-595.
22. Mitra, D., & Fay, S. (2010). Managing service expectations in online markets: A signaling theory of E-tailer pricing and empirical tests. Journal of Retailing, 86(2): 184-199.
23. Ou, C., & Chan, K. (2014). Developing a competitive edge in electronic markets via institutional and social based quality signaling mechanisms. Information &
Management, 51(5):532-540.
24. Reuer, J., Tong, T., & Wu, C. (2012). A signaling theory of acquisition premiums: evidence from IPO targets. Academy of Management Journal, 55(3):667–683.
25. Schlosser, A., White, T., & Lloyd, S. (2006). Converting web site visitors into buyers: How web site investment increases consumer trusting beliefs and online
purchase intentions. Journal of Marketing, 12:133-148.
26. Sivadas, E., & Dwyer, F. (2000). An examination of organizational factors influencing new product success in internal and alliance-based processes. Journal of marketing, 64(1): 31-49.
27. Weiner, B. (1985). An attributional theory of achievement motivation andemotion. Psychological Review, 92(4):548-573.
28. Wells, J.D., Valacich, J.S., & Hess, T.J. (2011). What signals are you sending? How website quality influences perceptions of product quality and purchase intentions. MIS Quarterly, 35(2):373-396.
29. Wang, Y., Ouillon, G., Woessner, J., Sornette, D., & Husen, S. (2013). Automatic reconstruction of fault networks from seismicity catalogs including location
uncertainty. Journal of Geophysical Research, 118(11):5956–5975.
二、中文資料
1. 李興，盧佳瑜，劉璐，2010，對於電子商務信用體系的現狀問題及策略分析，現代經濟信息，2010年第08期：85-89。
2. 沈鳳池，劉俊斌，2006，阿里巴巴電子商務初級認證教程，北京：清華大學出版社。
3. 姜永波,何敬銀，2009，C2C電子商務中信用模式的博弈分析，商業時代，2009年第10期：95-96。
4. 陳建玲，馬輝民，錢若冰，2007，電子商務交易過程中的信號傳遞博弈分析，武漢理工大學學報·信息與管理工程版，2007年第29期：131-134。
5. 楊永恆，王永貴，鐘旭東，2002，客戶關係管理的內涵、驅動因素及成長維度，南開管理評論，2002年第02期：19-28。
6. 蔡雙立，2006，客戶關係質量過程評價體系研究，財貿經濟，2006年第01期：32-39。
描述 碩士
國立政治大學
國際經營與貿易學系
103351057
資料來源 http://thesis.lib.nccu.edu.tw/record/#G1033510572
資料類型 thesis
dc.contributor.advisor 簡睿哲zh_TW
dc.contributor.author (Authors) 魏君zh_TW
dc.creator (作者) 魏君zh_TW
dc.date (日期) 2016en_US
dc.date.accessioned 20-Jul-2016 16:38:51 (UTC+8)-
dc.date.available 20-Jul-2016 16:38:51 (UTC+8)-
dc.date.issued (上傳時間) 20-Jul-2016 16:38:51 (UTC+8)-
dc.identifier (Other Identifiers) G1033510572en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/99291-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 國際經營與貿易學系zh_TW
dc.description (描述) 103351057zh_TW
dc.description.abstract (摘要) 近年來，電子商務飛速發展，已取得長足進步。電子商務可以高效利用有限資源，加快商業週期循環，節省時間、降低成本、提高利潤和增強企業競爭力，並以傳統經營方式所無法比擬的優點受到全球關注。因此，電子商務給企業所帶來的影響是非常重要且值得探討。
在電子商務貿易模式中，信息的高效傳遞成為平台上賣方增強競爭力的重要手段。但是過去鮮少有研究以信號理論觀點，切入探討B2B交易平台上賣方信號對買方之吸引力，以及鮮少有研究探討其中是否有其他變數可能會增加或削弱兩者之間的關係。因此本研究旨在探討賣方採用的信號與買方聯繫賣方之可能性的關係，並以企業外部市場化發展程度因素作為干擾變數。
本文共蒐集167家中小企業信息作為研究對象，並以階層回歸作為分析方法，進一步釐清賣方所採用的信號與買方聯繫賣方之可能性之間的關係，並以企業外部市場化發展程度作為干擾變數，研究外部環境情況是否會強化賣方所採用的信號與買方聯繫賣方之可能性之間的關係，補充過去文獻鮮少探討之觀點。冀望本研究結果能為平台賣方之決策者在考慮如何運營，提供一些參考與建議。		zh_TW
dc.description.tableofcontents 第壹章 緒論 01
第一節 研究背景與動機 01
第二節 研究問題與目的 02
第三節 研究範圍與對象 03
第貳章 文獻探討 04
第一節 B2B電子商務之定義與模式 04
第二節 信息不對稱理論 06
第三節 信號理論 07
第四節 客戶關係管理理論 09
第五節 信任理論 10
第叄章 研究架構與假設 12
第一節 研究架構 12
第二節 假設推論 13
第肆章 研究方法 19
第一節 研究樣本及次級資料來源 19
第二節 衡量工具與統計分析 22
第三節 研究變數與操作性定義 24
第伍章 資料分析與結果 30
第一節 資料分析 30
第二節 推論假設分析結果 37
第陸章 結論及建議 39
第一節 研究結果 39
第二節 理論意涵與實務意涵 41
第三節 研究限制與未來研究建議 43
參考文獻 45		zh_TW
dc.format.extent 1061414 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G1033510572en_US
dc.subject (關鍵詞) B2B電子商務平台zh_TW
dc.subject (關鍵詞) 信號zh_TW
dc.subject (關鍵詞) 干擾變數zh_TW
dc.subject (關鍵詞) B2B e-commerce platformen_US
dc.subject (關鍵詞) signalsen_US
dc.subject (關鍵詞) interference variableen_US
dc.title (題名) 探討B2B電子商務平台信號與買方行為之關係zh_TW
dc.title (題名) Investigating the effects of online signals on buyers behavioren_US
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) 一、英文資料
1. Anderson, J., & Narus, J. (1990). A model of distributor firm and manufacturer firm working partnerships. Journal of Marketing, 54(1):42-58.
2. Bhattacherjee, A. (2002). Individual trust in online firms: scale development and initial test. Journal of Management Information Systems, 19(1): 211-241.
3. Breugelmans, E., & Campo, K. (2011). Effectiveness of in-store displays in a virtual store environment. Journal of Retailing, 87(1):75-89.
4. Bolton, G., Loebbecke, C., & Ockenfels, A. (2008). How social reputation networks interact with competition in anonymous online trading: An experimental study. CESifo Working Paper Series, 44(14):1-31.
5. Bockstedt, J., & Goh, K. (2011). Seller strategies for differentiation in highly competitive online auction markets. Journal of Management Information Systems,28(3): 235-268.
6. Berthon, P., Lane, N., Pitt, L., & Watson, R. (1998). The world wide web as an industrial marketing communication tool: models for the identification and
assessment of opportunities. Journal of Marketing Management, 14(7):691-704.
7. Bagchi, R., & Cheema, A. (2013). The effect of red background color on willingness-to-pay: The moderating role of selling mechanism. Journal of Consumer Research, 39(5):947-960.
8. Boulding, W., & Kirmani, A. (1993). A consumer-side experimental examination of signaling theory: Do consumers perceive warranties as signals of quality? Journal of Consumer Research, 10: 111-123.
9. Bhattacharya, U., & Spiegel, M. (1991). Insiders, outsiders, and market breakdowns. Review of Financial Studies, 4(2):255-282.
10. Certo, S., Covin, J., Daily, C., & Dalton, D. (2001). Wealth and the effects of founder management among IPO-stage new ventues. Strategic Management Journal, 22(6-7):641–658.
11. Eisenmann, T., Parker, G., & Alstyne, M.W (2006).Strategies for two-sided markets. Harvard business review, 84(10):92-101.
12. Ghose, A. (2009). Internet exchanges for used goods: an empirical analysis of trade patterns and adverse selection. MIS Quarterly, 33(2): 263-292.
13. Gregg, D.G., & Walczak, S. (2008). Dressing your online auction business for success: An experiment comparing two eBay businesses. MIS Quarterly, 32(3):653-670.
14. Gupta, S., & Gallien, J. (2005). Temporary and permanent buyout prices in online auctions. Management Science, 23: 814-833.
15. Jarvenpaa, S.L., Staples,S., & Teigland, R. (2015). Strategic and policy perspectives on social media technologies Special Issue. The Journal of Strategic Information Systems, 24(2): 45-146.
16. Kim, H., & Niehm, L.S. (2009). A quarterly publication from the direct marketing educational foundation. Journal of interactive marketing, 23(3):221-233.
17. Koufaris, M., & Hampton-Sosa, W. (2004). The development of initial trust in an online company by new customers. Information & Management, 41:377-397.
18. Kelley, R. (1988). In praise of followers. Harvard business review, 66(6):142-148.
19. Lee, B.C., Ang, L., & Dubelaar, C. (2006). Lemons on the web: A signaling approach to the problem of trust in Internet commerce. Journal of economic psychology,
26(5):607-623.
20. Li, S., Srinivasan, K., & Sun, B. (2009). Internet auction features as quality signals. Journal of Marketing, 73(1):75-92.
21. Montgomery, A., Li, S., Srinivasan, K., & Liechty, J. (2004). Modeling online browsing and path analysis using clickstream data. Marketing Science, 23(4):579-595.
22. Mitra, D., & Fay, S. (2010). Managing service expectations in online markets: A signaling theory of E-tailer pricing and empirical tests. Journal of Retailing, 86(2): 184-199.
23. Ou, C., & Chan, K. (2014). Developing a competitive edge in electronic markets via institutional and social based quality signaling mechanisms. Information &
Management, 51(5):532-540.
24. Reuer, J., Tong, T., & Wu, C. (2012). A signaling theory of acquisition premiums: evidence from IPO targets. Academy of Management Journal, 55(3):667–683.
25. Schlosser, A., White, T., & Lloyd, S. (2006). Converting web site visitors into buyers: How web site investment increases consumer trusting beliefs and online
purchase intentions. Journal of Marketing, 12:133-148.
26. Sivadas, E., & Dwyer, F. (2000). An examination of organizational factors influencing new product success in internal and alliance-based processes. Journal of marketing, 64(1): 31-49.
27. Weiner, B. (1985). An attributional theory of achievement motivation andemotion. Psychological Review, 92(4):548-573.
28. Wells, J.D., Valacich, J.S., & Hess, T.J. (2011). What signals are you sending? How website quality influences perceptions of product quality and purchase intentions. MIS Quarterly, 35(2):373-396.
29. Wang, Y., Ouillon, G., Woessner, J., Sornette, D., & Husen, S. (2013). Automatic reconstruction of fault networks from seismicity catalogs including location
uncertainty. Journal of Geophysical Research, 118(11):5956–5975.
二、中文資料
1. 李興，盧佳瑜，劉璐，2010，對於電子商務信用體系的現狀問題及策略分析，現代經濟信息，2010年第08期：85-89。
2. 沈鳳池，劉俊斌，2006，阿里巴巴電子商務初級認證教程，北京：清華大學出版社。
3. 姜永波,何敬銀，2009，C2C電子商務中信用模式的博弈分析，商業時代，2009年第10期：95-96。
4. 陳建玲，馬輝民，錢若冰，2007，電子商務交易過程中的信號傳遞博弈分析，武漢理工大學學報·信息與管理工程版，2007年第29期：131-134。
5. 楊永恆，王永貴，鐘旭東，2002，客戶關係管理的內涵、驅動因素及成長維度，南開管理評論，2002年第02期：19-28。
6. 蔡雙立，2006，客戶關係質量過程評價體系研究，財貿經濟，2006年第01期：32-39。		zh_TW