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題名 電子商務與自有品牌的關係
The Relationship between E-commerce and Original Brand
作者 林宏澤
Lin, Hong Tse
貢獻者 簡睿哲
Jean, Bryan
林宏澤
Lin, Hong Tse
關鍵詞 電子商務
自有品牌
OBM
E-commerce
Original Brand
OBM
日期 2016
上傳時間 20-Sep-2016 11:33:01 (UTC+8)
摘要 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.
參考文獻 Aaker, D. A. (1996). Measuring brand equity across products and markets. California Management Review, 38(3), 102–120.
Barich, H., & Kotler, P. (1991). A Framework for Marketing Image Management. Sloan Management Review, 32(2), 94–101.
Barney, J. (1991). Firm resources and sustained competitive advantage. Journal of Management, 17(1), 99–120.
Barua, A., Konana, P., Whinston, A. B., & Yin, F. (2001). Driving e-business excellence. MIT Sloan Management Review, 43(1), 36–44.
Bharadwaj, A. S. (2000). A resource-based perspective on information technology capability and firm performance: An empirical investigation. MIS Quarterly, 24(1), 169–196.
Chrysostome, E., & Rosson, P. (2009). The internet and SME internationalisation: promises and illusions. Journal for International Business and Entrepreneurship Development, 4(1), 107–118.
Chu, W. (2009). Can Taiwan’s second movers upgrade via branding? Research Policy, 38(6), 1054–1065.
Ehrenberg, A. S. C., Uncles, M. D., & Goodhardt, G. J. (2003). Understanding brand performance measures: Using Dirichlet benchmarks. Journal of Business Research, 57(12), 1307–1325.
Gereffi, G. (1996). Commodity chains and regional divisions of labor in east Asia. Journal of Asia Business, 12(1), 75–112.
Gereffi, G. (1999). International trade and industrial upgrading in the apparel commodity chain. Journal of International Economics, 48(1), 37–70.
Grandon, E. E., & Pearson, J. M. (2004). Electronic commerce adoption: An empirical study of small and medium US businesses. Information & Management, 42(1), 197–216.
Grant, R. M. (1991). The resource-based theory of competitive advantage: Implications for Strategy Formulation. California Management Review, 33(3), 114–135.
Hayes, A. F. (2012). PROCESS: A versatile computational tool for observed variable mediation, moderation, and conditional process modeling 1. Retrieved from http://www.afhayes.com/ public/process2012.pdf
Hobday, M. (1995). Innovation In East AsiaEdward Elgar Publishing.
Horng, C., & Chen, W. (2008). From contract manufacturing to own brand management: The role of learning and cultural heritage identity. Management and Organization Review, 4(1), 109–133.
Keller, K. L. (1993a). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1–22.
Keller, K. L. (1993b). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1–22.
Kohli, A. K., & Jaworski, B. J. (1990). Market orientation: The construct, research propositions, and managerial implications. Journal of Marketing, 54(2), 1–18.
Luo, X., & Seyedian, M. (2003). Contextual marketing and customer-orientation strategy for e-commerce: An Empirical Analysis. International Journal Of Electronic Commerce, 8(2), 95–118.
Mata, F. J., Fuerst, W. L., & Barney, J. B. (1995). Information technology and sustained competitive advantage: A resource-based analysis. MIS Quarterly, 19(4), 487–505.
Melville, N., Kraemer, K., & Gurbaxani, V. (2004). Review: Information technology and organizational performance: An integrative model of IT business value. MIS Quarterly, 28(2), 283–322.
Molla, A. (2001). E-Commerce Systems Success: An Attempt to Extend and Respecify the Delone and MaClean Model of IS Success. Journal of Electronic Commerce Research, 2(4), 131–141.
Narver, J. C., & Slater, S. F. (1990). The effect of a market orientation on business profitability. Journal of Marketing, 54(4), 20–35.
Ng, S. C. H., Zhao, X., Fan, X., & Rungtusanatham, J. M. (2013). TQM and brand-building by Chinese original brand manufacturers: Impact on business performance. International Journal of Production Research, 52(3), 825–846.
Palmer, J. W., & Griffith, D. A. (1998). An emerging model of Web site design for marketing. Communications of the ACM, 41(3), 44-51.
Porter, M. E., & Millar, V. E. (1985, July 1). How information gives you competitive advantage. Harvard Business Review. Retrieved from https://hbr.org/1985/07/how-information-gives-you-competitive-advantage
Rossiter, J. R., & Percy, L. (1987). Advertising and promotion management.
Saini, A., & Johnson, J. L. (2005). Organizational capabilities in e-commerce: An empirical investigation of e-brokerage service providers. Journal of the Academy of Marketing Science, 33(3), 360–375.
Shalit, S. S., & Sankar, U. (1977). The measurement of firm size. The Review of Economics and Statistics, 59(3), 290–298.
Srinivasan, S. S., Anderson, R., & Ponnavolu, K. (2002). Customer loyalty in e-commerce: An exploration of its antecedents and consequences. Journal of Retailing, 78(1), 41–50.
Wade, M., & Hulland, J. (2004). Review: The resource-based view and information systems research: Review, extension, and suggestions for future research. MIS Quarterly, 28(1), 107–142.
Wernerfelt, B. (1984). A resource-based view of the firm. Strategic Management Journal, 5(2), 171–180.
Wu, J.-J. (2004). Influence of market orientation and strategy on travel industry performance: An empirical study of e-commerce in Taiwan. Tourism Management, 25(3), 357–365.
Yoo, B., Donthu, N., & Lee, S. (2000). An examination of selected marketing mix elements and brand equity. Journal of the Academy of Marketing Science, 28(2), 195–211.
Zhu, K. (2004). The Complementarity of information technology infrastructure and e-commerce capability: A resource-based assessment of their business value. Journal of Management Information Systems, 21(1), 167–202.
Zhu, K., & Kraemer, K. L. (2002). E-commerce metrics for net-enhanced organizations: Assessing the value of e-commerce to firm performance in the manufacturing sector. Information Systems Research, 13(3), 275–295.
Zou, S., & Stan, S. (1998). The determinants of export performance: A review of the empirical literature between 1987 and 1997. International Marketing Review, 15(5), 333–356.
Zwass, V. (1996). Electronic commerce: Structures and issues. International Journal of Electronic Commerce, 1(1), 3–23.
描述 碩士
國立政治大學
國際經營與貿易學系
104351007
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0104351007
資料類型 thesis
dc.contributor.advisor 簡睿哲zh_TW
dc.contributor.advisor Jean, Bryanen_US
dc.contributor.author (Authors) 林宏澤zh_TW
dc.contributor.author (Authors) Lin, Hong Tseen_US
dc.creator (作者) 林宏澤zh_TW
dc.creator (作者) Lin, Hong Tseen_US
dc.date (日期) 2016en_US
dc.date.accessioned 20-Sep-2016 11:33:01 (UTC+8)-
dc.date.available 20-Sep-2016 11:33:01 (UTC+8)-
dc.date.issued (上傳時間) 20-Sep-2016 11:33:01 (UTC+8)-
dc.identifier (Other Identifiers) G0104351007en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/102032-
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) 104351007zh_TW
dc.description.abstract (摘要) 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。		zh_TW
dc.description.abstract (摘要) 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.		en_US
dc.description.tableofcontents 第一章、緒論 6
第一節、研究動機 6
第二節、研究目的 8
第二章、文獻探討 9
第一節、資源基礎理論 9
第二節、IT與資源基礎理論 12
第三節、電子商務 15
第四節、產業升級與自有品牌 16
第三章、研究架構與假設 21
第一節、研究架構 21
第二節、研究假設 22
第四章、研究方法 27
第一節、樣本與資料搜集 27
第二節、資料分析方法 28
第三節、研究變數與操作型定義 28
第四節、敘述性統計分析 33
第五章、資料分析結果 35
第一節、共線性 35
第二節、多元回歸分析與假設檢定 37
第六章、結論與建議 43
第一節、研究結果與實務意涵 43
第二節、研究限制與未來建議 49
參考文獻 50		zh_TW
dc.format.extent 647400 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0104351007en_US
dc.subject (關鍵詞) 電子商務zh_TW
dc.subject (關鍵詞) 自有品牌zh_TW
dc.subject (關鍵詞) OBMzh_TW
dc.subject (關鍵詞) E-commerceen_US
dc.subject (關鍵詞) Original Branden_US
dc.subject (關鍵詞) OBMen_US
dc.title (題名) 電子商務與自有品牌的關係zh_TW
dc.title (題名) The Relationship between E-commerce and Original Branden_US
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) Aaker, D. A. (1996). Measuring brand equity across products and markets. California Management Review, 38(3), 102–120.
Barich, H., & Kotler, P. (1991). A Framework for Marketing Image Management. Sloan Management Review, 32(2), 94–101.
Barney, J. (1991). Firm resources and sustained competitive advantage. Journal of Management, 17(1), 99–120.
Barua, A., Konana, P., Whinston, A. B., & Yin, F. (2001). Driving e-business excellence. MIT Sloan Management Review, 43(1), 36–44.
Bharadwaj, A. S. (2000). A resource-based perspective on information technology capability and firm performance: An empirical investigation. MIS Quarterly, 24(1), 169–196.
Chrysostome, E., & Rosson, P. (2009). The internet and SME internationalisation: promises and illusions. Journal for International Business and Entrepreneurship Development, 4(1), 107–118.
Chu, W. (2009). Can Taiwan’s second movers upgrade via branding? Research Policy, 38(6), 1054–1065.
Ehrenberg, A. S. C., Uncles, M. D., & Goodhardt, G. J. (2003). Understanding brand performance measures: Using Dirichlet benchmarks. Journal of Business Research, 57(12), 1307–1325.
Gereffi, G. (1996). Commodity chains and regional divisions of labor in east Asia. Journal of Asia Business, 12(1), 75–112.
Gereffi, G. (1999). International trade and industrial upgrading in the apparel commodity chain. Journal of International Economics, 48(1), 37–70.
Grandon, E. E., & Pearson, J. M. (2004). Electronic commerce adoption: An empirical study of small and medium US businesses. Information & Management, 42(1), 197–216.
Grant, R. M. (1991). The resource-based theory of competitive advantage: Implications for Strategy Formulation. California Management Review, 33(3), 114–135.
Hayes, A. F. (2012). PROCESS: A versatile computational tool for observed variable mediation, moderation, and conditional process modeling 1. Retrieved from http://www.afhayes.com/ public/process2012.pdf
Hobday, M. (1995). Innovation In East AsiaEdward Elgar Publishing.
Horng, C., & Chen, W. (2008). From contract manufacturing to own brand management: The role of learning and cultural heritage identity. Management and Organization Review, 4(1), 109–133.
Keller, K. L. (1993a). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1–22.
Keller, K. L. (1993b). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1–22.
Kohli, A. K., & Jaworski, B. J. (1990). Market orientation: The construct, research propositions, and managerial implications. Journal of Marketing, 54(2), 1–18.
Luo, X., & Seyedian, M. (2003). Contextual marketing and customer-orientation strategy for e-commerce: An Empirical Analysis. International Journal Of Electronic Commerce, 8(2), 95–118.
Mata, F. J., Fuerst, W. L., & Barney, J. B. (1995). Information technology and sustained competitive advantage: A resource-based analysis. MIS Quarterly, 19(4), 487–505.
Melville, N., Kraemer, K., & Gurbaxani, V. (2004). Review: Information technology and organizational performance: An integrative model of IT business value. MIS Quarterly, 28(2), 283–322.
Molla, A. (2001). E-Commerce Systems Success: An Attempt to Extend and Respecify the Delone and MaClean Model of IS Success. Journal of Electronic Commerce Research, 2(4), 131–141.
Narver, J. C., & Slater, S. F. (1990). The effect of a market orientation on business profitability. Journal of Marketing, 54(4), 20–35.
Ng, S. C. H., Zhao, X., Fan, X., & Rungtusanatham, J. M. (2013). TQM and brand-building by Chinese original brand manufacturers: Impact on business performance. International Journal of Production Research, 52(3), 825–846.
Palmer, J. W., & Griffith, D. A. (1998). An emerging model of Web site design for marketing. Communications of the ACM, 41(3), 44-51.
Porter, M. E., & Millar, V. E. (1985, July 1). How information gives you competitive advantage. Harvard Business Review. Retrieved from https://hbr.org/1985/07/how-information-gives-you-competitive-advantage
Rossiter, J. R., & Percy, L. (1987). Advertising and promotion management.
Saini, A., & Johnson, J. L. (2005). Organizational capabilities in e-commerce: An empirical investigation of e-brokerage service providers. Journal of the Academy of Marketing Science, 33(3), 360–375.
Shalit, S. S., & Sankar, U. (1977). The measurement of firm size. The Review of Economics and Statistics, 59(3), 290–298.
Srinivasan, S. S., Anderson, R., & Ponnavolu, K. (2002). Customer loyalty in e-commerce: An exploration of its antecedents and consequences. Journal of Retailing, 78(1), 41–50.
Wade, M., & Hulland, J. (2004). Review: The resource-based view and information systems research: Review, extension, and suggestions for future research. MIS Quarterly, 28(1), 107–142.
Wernerfelt, B. (1984). A resource-based view of the firm. Strategic Management Journal, 5(2), 171–180.
Wu, J.-J. (2004). Influence of market orientation and strategy on travel industry performance: An empirical study of e-commerce in Taiwan. Tourism Management, 25(3), 357–365.
Yoo, B., Donthu, N., & Lee, S. (2000). An examination of selected marketing mix elements and brand equity. Journal of the Academy of Marketing Science, 28(2), 195–211.
Zhu, K. (2004). The Complementarity of information technology infrastructure and e-commerce capability: A resource-based assessment of their business value. Journal of Management Information Systems, 21(1), 167–202.
Zhu, K., & Kraemer, K. L. (2002). E-commerce metrics for net-enhanced organizations: Assessing the value of e-commerce to firm performance in the manufacturing sector. Information Systems Research, 13(3), 275–295.
Zou, S., & Stan, S. (1998). The determinants of export performance: A review of the empirical literature between 1987 and 1997. International Marketing Review, 15(5), 333–356.
Zwass, V. (1996). Electronic commerce: Structures and issues. International Journal of Electronic Commerce, 1(1), 3–23.		zh_TW