1. NCCU Academic Hub
  2. Publications
  3. College of Commerce
  4. Theses
  5. Item

Publications-Theses

Article View/Open

Publication Export

Google ScholarTM

NCCU Library

Citation Infomation

Related Publications in TAIR

題名 電子商務企業國際化—以進入新興市場為例
Internationalization of E-commerce Business: An Empirical Analysis of Emerging Market Expansion
作者 陳思吟
Chen, Szu Yin
貢獻者 簡睿哲
Jean, Ruey Jer
陳思吟
Chen, Szu Yin
關鍵詞 電子商務
新興市場
外來者劣勢
局外人劣勢
國際折衷理論
企業專屬優勢
創新擴散理論
E-commerce
Emerging market
Liability of foreignness
Liability of outsidership
Firm-specific advantage
Diffusion of innovations theory
日期 2017
上傳時間 28-Aug-2017 11:22:22 (UTC+8)
摘要 企業著眼於國際市場機會進行國際化的同時，面臨到不同的阻礙，過去國際化的理論討論到影響國際化的速度、進入模式、國家選擇等的各種因素，但隨著產業的型態改變，以及進入國家的不同，國際化的歷程或是成功因素可能因而有所差異。因此，本研究欲探討電子商務在國際化的過程中，特別是進入新興市場國家時，由於電子商務尚未成為主要消費模式，電商企業的國際擴張將會受到哪些因素影響，不同於過去生產導向的國際化歷程，這些障礙又能夠如何被克服。過去學者曾討論外來者劣勢在企業國際化中的影響，但並沒有探討是否適用電商產業，由於產業特性的不同，以及母國市場與進入市場的差異，過去學者提出企業外來者的身份在新市場中面對外來者劣勢，然而，隨著電子商務產業的出現，亦有學者提出局外人劣勢才是新型網路企業在國際化中的主要劣勢，因此，本研究針對過去學者提出的從外來者劣勢（Liability of Foreignness）、局外人劣勢（Liability of Outsidership）出發，結合企業專屬優勢（firm-specific advantage）以及創新擴散理論（Diffusion of Innovations Theory），針對國內外共四家電商業者，採用深度訪談法歸納研究結果。研究結果發現雖然電子商務相較於一般企業在進行國際化初期，主要仍受到外來者劣勢影響，方能順利進入市場去處理身為局外人所帶來的劣勢，透過創新擴散理論的資訊溝通方式以及企業本身的專屬優勢，則可以有效降低進入所遇到的障礙，達到企業在東南亞市場成長的目標。
During internationalization, firms seek growth opportunities in global markets, while being faced with various sources of obstacles and disadvantages. Previous researches and theories discuss the factors that influence the speed of internationalization, mode of entry, and country selection. However, with the change of industry, and the difference types of countries that are entered, the process of internationalization and the factors that influence the success might vary. As a result, the research aims at clarifying the variables that influence the internationalization of ecommerce corporations, especially when entering emerging markets. In the research, structured interviews were conducted to gain deeper understanding of the internationalization of 4 e-commerce firms. Our findings is that in emerging markets, e-commerce has not become the main stream; therefore, firms need to deal with both liability of foreignness and liability of outsidership because of the new technology and the role as a foreigner in the market. With the firm-specific advantages and the usage of online media and opinion leaders in the countries, e-commerce corporations are more likely to offset the liability that stems from foreignness and outsidership. However, the research shows that the liability of foreignness is more important and urgent for firms to overcome than liability of outsidership. Our research conceptualizes the framework for e-commerce internationalization and provides empirical evidence for the entry and growth in emerging markets.
參考文獻 英文資料
1. Amit, R. & Zott, C. (2001). Value creation in e‐business. Strategic Management Journal.
2. Anderson, E. & Gatignon, H. (1986). Modes of foreign entry: A transaction cost analysis and propositions. Journal of International Business Studies.
3. Benbasat, I., Goldstein, D. K. & Mead M. (1987). MIS Quarterly, 11(3), 369-386.
4. Brewer, P. (2001). International market selection: developing a model from Australian case studies. International Business Review, 10, 155-174.
5. Brouthers, K. D., Geisser, K. D. & Rothlauf, F. (2016). Explaining the internationalization of ibusiness firms. Journal of International Business Studies, 47(5), 513-534.
6. Cyert, R. M. & March, J. G. (1963). A behavioral theory of the firm. Englewood Cliffs, NJ.
7. Dawar, N. D. N., & Chattopadhyay, A. (2002). Rethinking marketing programs for emerging markets. Long Range Planning, 35(5), 457-474.
8. Dunning, J. H. (1988). The eclectic paradigm of international production: A restatement and some possible extensions. Journal of International Business Studies.
9. Dunning, J. H. (1998). Reappraising the eclectic paradigm in an age of alliance capitalism. The changing boundaries of the firm, 29-59.
10. Dunning, J. H. (2001). The eclectic (OLI) paradigm of international production: Past, present and future. International Journal of the Economics of Business, 8(2), 173–190.
11. Eden, L., & Miller, S. (2004). Distance Matters: Liability of Foreignness, Institutional Distance and Ownership Strategy. Journal of International Business Studies, 17, 1-26.
12. El Said, H., & McDonald, F. (2002). Institutional reform and entry mode by foreign firms: The case of Jordan. Journal for Institutional Innovation, Development and Transition, 6, 76-88.
13. Gaur, A. S., Kumar, V. & Sarathy, R. (2011). Liability of Foreignness and Internationalization of Emerging Market Firms. Advances in International Management, 24, 211-233.
14. Granovetter, M. S. (1973). The Strength of Weak Ties. American journal of sociology, 78(6), 1360-1380.
15. Helpman, E. (1984). A Simple Theory of International Trade with Multinational Corporations. Journal of Political Economy, 92(3), 451-71.
16. Hennart, J. F. (1982). A theory of multinational enterprise. University of Michigan Press.
17. Hymer, S. (1976). The International Operations of National Firms: A Study of Direct Foreign Investment. Cambridge MA: MIT Press.
18. Johanson, J. & Vahlne, J.-E. (1977). The internationalization process of the firm: A model of knowledge development and increasing foreign market commitments. Journal of International Business Studies, 8(1), 23-32.
19. Johanson, J. & Vahlne, J.-E. (2009). The Uppsala internationalization process model revisited: From liability of Foreignness to Liability of Outsidership. Journal of International Business Studies, 40(9), 1411-1431.
20. Kalakota, R. & Whinston, AB. (1996). Frontiers of Electronic Commerce. Addison-Wesley: Reading, Massachusetts.
21. Kostova, T. (1996). Success of the transnational transfer of organizational practices within multinational companies. Unpublished doctoral dissertation, University of Minnesota.
22. Kshetri, N. (2007). Barriers to e-commerce and competitive business models in developing countries: A case study. Electronic Commerce Research and Application, 6, 443-452.
23. Lee, C. (2001). An analytical framework for evaluating e-commerce business models and strategies. Internet Research, 1(4), 349-359.
24. Luo, Y., Zhao, J.H., & Du, J. (2005). The internationalization speed of e-commerce companies: an empirical analysis. International Marketing Review, 22(6), 693-709.
25. Mahadevan, B. (2000). Business Models for Internet-based E-commerce: An Anatomy. California Management Review, 42(4), 55-69.
26. McKinsey & Company. (1993). Emerging exporters: Australia’s high value-added manufacturing exporters. Sydney: Australian Manufacturing Council.
27. Milgram, S. (1967). The small world problem. Psychology Today, 1(1), 60–67.
28. Palvia, S. C. J. & Vemuri, V. K. (2002). “Global E-Commerce: An Examination of Issues Related to Advertising and Intermediation.” In P. C. Palvia, S. C. J. Palvia, and E. M. Roche, E. M. (eds.), Global Information Technology and Electronic Commerce: Issues for the New Millennium. Ivy League Publishing, Limited, 215–254.
29. Rogers, E. M. (2003). Diffusion of innovations, 5th edn. New York: Free Press.
30. Senn, J. A. (1996). Capitalization on Electronic Commerce, Information Systems Management.
31. Singh, N. & Kundu, S. (2002). Explaining the growth of e-commerce corporations (ECCs): An extension and application of the eclectic paradigm. Journal of International Business Studies, 33(4), 679–697.
32. Madsen, T. K. and Servais, P. (1997). The internationalization of Born Globals: An evolutionary process? International Business Review, 6(6), 561-583.
33. Masten, S. E., Meehan, J. W., & Snyder, E. A. (1991). The costs of organization. Journal of Law, Economics & Organizatoin, 7(1), 1-25.
34. Teece, D. & Pisano, G. (1994). The dynamic capabilities of firms: an introduction. Industrial and corporate change, 3(3), 537-556.
35. Yin, R. K. (2003). Case study research: design and methods, Applied social research methods series. Thousand Oaks, CA: Sage Publications, Inc. Afacan, Y., & Erbug, C. (2009). An interdisciplinary heuristic evaluation method for universal building design. Journal of Applied Ergonomics, 40, 731-744.
36. Zaheer, S. (1995). Overcoming the liability of foreignness. Academy of Management Journal, 38(2), 341-363.
37. Zaheer, S. (2002). The Liability of Foreignness, Redux: A Commentary. Journal of International Management, 8(3), 351-358.

中文資料
1. 財團法人資訊工業策進會著(2007)。「96 年度電子商務法制及基礎環境建構計畫-創新電子商務模式研究報告」，經濟部，台北市。

網路資料
1. e-Marketer. (2016, August 22). Worldwide Retail Ecommerce Sales Will Reach $1.915 Trillion This Year. Retrieved from https://www.emarketer.com/Article/Worldwide-Retail-Ecommerce-Sales-Will-Reach-1915-Trillion-This-Year/1014369
描述 碩士
國立政治大學
國際經營與貿易學系
104351021
資料來源 http://thesis.lib.nccu.edu.tw/record/#G1043510211
資料類型 thesis
dc.contributor.advisor 簡睿哲zh_TW
dc.contributor.advisor Jean, Ruey Jeren_US
dc.contributor.author (Authors) 陳思吟zh_TW
dc.contributor.author (Authors) Chen, Szu Yinen_US
dc.creator (作者) 陳思吟zh_TW
dc.creator (作者) Chen, Szu Yinen_US
dc.date (日期) 2017en_US
dc.date.accessioned 28-Aug-2017 11:22:22 (UTC+8)-
dc.date.available 28-Aug-2017 11:22:22 (UTC+8)-
dc.date.issued (上傳時間) 28-Aug-2017 11:22:22 (UTC+8)-
dc.identifier (Other Identifiers) G1043510211en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/112144-
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) 104351021zh_TW
dc.description.abstract (摘要) 企業著眼於國際市場機會進行國際化的同時，面臨到不同的阻礙，過去國際化的理論討論到影響國際化的速度、進入模式、國家選擇等的各種因素，但隨著產業的型態改變，以及進入國家的不同，國際化的歷程或是成功因素可能因而有所差異。因此，本研究欲探討電子商務在國際化的過程中，特別是進入新興市場國家時，由於電子商務尚未成為主要消費模式，電商企業的國際擴張將會受到哪些因素影響，不同於過去生產導向的國際化歷程，這些障礙又能夠如何被克服。過去學者曾討論外來者劣勢在企業國際化中的影響，但並沒有探討是否適用電商產業，由於產業特性的不同，以及母國市場與進入市場的差異，過去學者提出企業外來者的身份在新市場中面對外來者劣勢，然而，隨著電子商務產業的出現，亦有學者提出局外人劣勢才是新型網路企業在國際化中的主要劣勢，因此，本研究針對過去學者提出的從外來者劣勢（Liability of Foreignness）、局外人劣勢（Liability of Outsidership）出發，結合企業專屬優勢（firm-specific advantage）以及創新擴散理論（Diffusion of Innovations Theory），針對國內外共四家電商業者，採用深度訪談法歸納研究結果。研究結果發現雖然電子商務相較於一般企業在進行國際化初期，主要仍受到外來者劣勢影響，方能順利進入市場去處理身為局外人所帶來的劣勢，透過創新擴散理論的資訊溝通方式以及企業本身的專屬優勢，則可以有效降低進入所遇到的障礙，達到企業在東南亞市場成長的目標。zh_TW
dc.description.abstract (摘要) During internationalization, firms seek growth opportunities in global markets, while being faced with various sources of obstacles and disadvantages. Previous researches and theories discuss the factors that influence the speed of internationalization, mode of entry, and country selection. However, with the change of industry, and the difference types of countries that are entered, the process of internationalization and the factors that influence the success might vary. As a result, the research aims at clarifying the variables that influence the internationalization of ecommerce corporations, especially when entering emerging markets. In the research, structured interviews were conducted to gain deeper understanding of the internationalization of 4 e-commerce firms. Our findings is that in emerging markets, e-commerce has not become the main stream; therefore, firms need to deal with both liability of foreignness and liability of outsidership because of the new technology and the role as a foreigner in the market. With the firm-specific advantages and the usage of online media and opinion leaders in the countries, e-commerce corporations are more likely to offset the liability that stems from foreignness and outsidership. However, the research shows that the liability of foreignness is more important and urgent for firms to overcome than liability of outsidership. Our research conceptualizes the framework for e-commerce internationalization and provides empirical evidence for the entry and growth in emerging markets.en_US
dc.description.tableofcontents 第一章 緒論--------7
第一節 研究動機與背景-------7
第二節 研究目的----------8
第三節 研究流程---------9
第二章 文獻探討------------10
第一節 電子商務特性及其分類------10
第二節 國際化理論--------11
壹、國際化理論發展------11
貳、國際化過程中的劣勢--------13
第三節 新興市場進入------17
第三章 研究方法----------19
第一節 研究架構----------19
第二節 研究方法-----------19
第三節 研究範圍----------20
壹、樣本選擇----------20
貳、資料搜集----------21
第四章 個案企業介紹----------22
第一節 A公司----------22
壹、公司簡介---------22
貳、商業模式---------22
第二節 B公司-------------22
壹、公司簡介---------22
貳、商業模式---------23
第三節 C公司------------23
壹、公司簡介---------23
貳、商業模式---------23
第四節 D公司------------23
壹、公司簡介---------23
貳、商業模式---------24
第五章 假說發展與研究分析------26
第六章 研究結論與建議---------39
第一節 研究結果-----------39
第二節 管理貢獻與管理建議-------42
第三節 研究建議與限制---------43
參考文獻---------44		zh_TW
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G1043510211en_US
dc.subject (關鍵詞) 電子商務zh_TW
dc.subject (關鍵詞) 新興市場zh_TW
dc.subject (關鍵詞) 外來者劣勢zh_TW
dc.subject (關鍵詞) 局外人劣勢zh_TW
dc.subject (關鍵詞) 國際折衷理論zh_TW
dc.subject (關鍵詞) 企業專屬優勢zh_TW
dc.subject (關鍵詞) 創新擴散理論zh_TW
dc.subject (關鍵詞) E-commerceen_US
dc.subject (關鍵詞) Emerging marketen_US
dc.subject (關鍵詞) Liability of foreignnessen_US
dc.subject (關鍵詞) Liability of outsidershipen_US
dc.subject (關鍵詞) Firm-specific advantageen_US
dc.subject (關鍵詞) Diffusion of innovations theoryen_US
dc.title (題名) 電子商務企業國際化—以進入新興市場為例zh_TW
dc.title (題名) Internationalization of E-commerce Business: An Empirical Analysis of Emerging Market Expansionen_US
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) 英文資料
1. Amit, R. & Zott, C. (2001). Value creation in e‐business. Strategic Management Journal.
2. Anderson, E. & Gatignon, H. (1986). Modes of foreign entry: A transaction cost analysis and propositions. Journal of International Business Studies.
3. Benbasat, I., Goldstein, D. K. & Mead M. (1987). MIS Quarterly, 11(3), 369-386.
4. Brewer, P. (2001). International market selection: developing a model from Australian case studies. International Business Review, 10, 155-174.
5. Brouthers, K. D., Geisser, K. D. & Rothlauf, F. (2016). Explaining the internationalization of ibusiness firms. Journal of International Business Studies, 47(5), 513-534.
6. Cyert, R. M. & March, J. G. (1963). A behavioral theory of the firm. Englewood Cliffs, NJ.
7. Dawar, N. D. N., & Chattopadhyay, A. (2002). Rethinking marketing programs for emerging markets. Long Range Planning, 35(5), 457-474.
8. Dunning, J. H. (1988). The eclectic paradigm of international production: A restatement and some possible extensions. Journal of International Business Studies.
9. Dunning, J. H. (1998). Reappraising the eclectic paradigm in an age of alliance capitalism. The changing boundaries of the firm, 29-59.
10. Dunning, J. H. (2001). The eclectic (OLI) paradigm of international production: Past, present and future. International Journal of the Economics of Business, 8(2), 173–190.
11. Eden, L., & Miller, S. (2004). Distance Matters: Liability of Foreignness, Institutional Distance and Ownership Strategy. Journal of International Business Studies, 17, 1-26.
12. El Said, H., & McDonald, F. (2002). Institutional reform and entry mode by foreign firms: The case of Jordan. Journal for Institutional Innovation, Development and Transition, 6, 76-88.
13. Gaur, A. S., Kumar, V. & Sarathy, R. (2011). Liability of Foreignness and Internationalization of Emerging Market Firms. Advances in International Management, 24, 211-233.
14. Granovetter, M. S. (1973). The Strength of Weak Ties. American journal of sociology, 78(6), 1360-1380.
15. Helpman, E. (1984). A Simple Theory of International Trade with Multinational Corporations. Journal of Political Economy, 92(3), 451-71.
16. Hennart, J. F. (1982). A theory of multinational enterprise. University of Michigan Press.
17. Hymer, S. (1976). The International Operations of National Firms: A Study of Direct Foreign Investment. Cambridge MA: MIT Press.
18. Johanson, J. & Vahlne, J.-E. (1977). The internationalization process of the firm: A model of knowledge development and increasing foreign market commitments. Journal of International Business Studies, 8(1), 23-32.
19. Johanson, J. & Vahlne, J.-E. (2009). The Uppsala internationalization process model revisited: From liability of Foreignness to Liability of Outsidership. Journal of International Business Studies, 40(9), 1411-1431.
20. Kalakota, R. & Whinston, AB. (1996). Frontiers of Electronic Commerce. Addison-Wesley: Reading, Massachusetts.
21. Kostova, T. (1996). Success of the transnational transfer of organizational practices within multinational companies. Unpublished doctoral dissertation, University of Minnesota.
22. Kshetri, N. (2007). Barriers to e-commerce and competitive business models in developing countries: A case study. Electronic Commerce Research and Application, 6, 443-452.
23. Lee, C. (2001). An analytical framework for evaluating e-commerce business models and strategies. Internet Research, 1(4), 349-359.
24. Luo, Y., Zhao, J.H., & Du, J. (2005). The internationalization speed of e-commerce companies: an empirical analysis. International Marketing Review, 22(6), 693-709.
25. Mahadevan, B. (2000). Business Models for Internet-based E-commerce: An Anatomy. California Management Review, 42(4), 55-69.
26. McKinsey & Company. (1993). Emerging exporters: Australia’s high value-added manufacturing exporters. Sydney: Australian Manufacturing Council.
27. Milgram, S. (1967). The small world problem. Psychology Today, 1(1), 60–67.
28. Palvia, S. C. J. & Vemuri, V. K. (2002). “Global E-Commerce: An Examination of Issues Related to Advertising and Intermediation.” In P. C. Palvia, S. C. J. Palvia, and E. M. Roche, E. M. (eds.), Global Information Technology and Electronic Commerce: Issues for the New Millennium. Ivy League Publishing, Limited, 215–254.
29. Rogers, E. M. (2003). Diffusion of innovations, 5th edn. New York: Free Press.
30. Senn, J. A. (1996). Capitalization on Electronic Commerce, Information Systems Management.
31. Singh, N. & Kundu, S. (2002). Explaining the growth of e-commerce corporations (ECCs): An extension and application of the eclectic paradigm. Journal of International Business Studies, 33(4), 679–697.
32. Madsen, T. K. and Servais, P. (1997). The internationalization of Born Globals: An evolutionary process? International Business Review, 6(6), 561-583.
33. Masten, S. E., Meehan, J. W., & Snyder, E. A. (1991). The costs of organization. Journal of Law, Economics & Organizatoin, 7(1), 1-25.
34. Teece, D. & Pisano, G. (1994). The dynamic capabilities of firms: an introduction. Industrial and corporate change, 3(3), 537-556.
35. Yin, R. K. (2003). Case study research: design and methods, Applied social research methods series. Thousand Oaks, CA: Sage Publications, Inc. Afacan, Y., & Erbug, C. (2009). An interdisciplinary heuristic evaluation method for universal building design. Journal of Applied Ergonomics, 40, 731-744.
36. Zaheer, S. (1995). Overcoming the liability of foreignness. Academy of Management Journal, 38(2), 341-363.
37. Zaheer, S. (2002). The Liability of Foreignness, Redux: A Commentary. Journal of International Management, 8(3), 351-358.

中文資料
1. 財團法人資訊工業策進會著(2007)。「96 年度電子商務法制及基礎環境建構計畫-創新電子商務模式研究報告」，經濟部，台北市。

網路資料
1. e-Marketer. (2016, August 22). Worldwide Retail Ecommerce Sales Will Reach $1.915 Trillion This Year. Retrieved from https://www.emarketer.com/Article/Worldwide-Retail-Ecommerce-Sales-Will-Reach-1915-Trillion-This-Year/1014369		zh_TW