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題名 企業網際網路之運用及市場導向程度對組織績效之影響探討
作者 林孟暉
貢獻者 張愛華
林孟暉
關鍵詞 網際網路
市場導向
企業電子化
組織績效
日期 2004
上傳時間 18-Sep-2009 13:23:33 (UTC+8)
摘要 過去許多研究雖已得知企業市場導向程度與組織績效之正向關係，但鮮少有考慮在企業運用網際網路日益普遍的情況下。因此引發本研究欲藉由對國內公司的訪談及問卷調查來探討『網際網路』能給『市場導向』這觀念，帶來何種影響，以及最終對組織績效的影響為何。
在考慮台灣產業特色之後，電子、資訊產業對於網路之運用起步較早，已具一定之成效，而電子、資訊廠商以製造業居多；此外，企業電子化需要投入較高資本，所以本研究選擇天下雜誌2003年5月所出的「台灣前1000大企業」中的台灣製造業前1000大企業以及服務業前500大中的資訊設備銷售與服務產業（47家）和資訊、通訊、ＩＣ通路產業（66家）為研究對象。利用SPSS 統計軟體進行敘述性統計分析、相關分析、因素分析、T 檢定、及複迴歸分析等來驗證本研究之假設。
本研究之主要結果顯示：
一、 企業網際網路的特性運用，除客製性外，即時性、互動性、跨域性、低溝通成本等特性與企業電子化程度存在著正向關係。
二、 當不區分產業時，網際網路特性的運用與市場導向各構面間並無太多顯著之正相關，但在電子、資訊相關產業，在於網際網路特性的運用與市場導向各構面間則大部份都達顯著之正相關。
三、 企業之市場導向程度與組織績效有正向關係存在。
四、 網路特性「即時互動性」、「跨域客製性」對各個經營績效之間並不具有正向的關係存在。但在「電子、資訊產業」時，迴歸模型顧客滿意、員工組織承諾兩迴歸模式顯著。
五、 企業在網際網路特性運用、市場導向程度與經營績效之關係探討，除財務績效之外，迴歸模型均達顯著，但即時互動性、跨域客製性與組織績效之關係不明顯。
六、 當樣本為電子、資訊產業時，市場導向是網際網路特性之即時互動性對組織績效之員工組織承諾的中介角色。
參考文獻 國內文獻︰
1. 朱文洋（民89），中小型醫院經營策略與營運績效之探討-以平衡計分卡觀點分析，國立中山大學人力資源管理研究所碩士班論文。
2. 吳明隆 (民89)，SPSS 統計應用實務，台北：松崗圖書公司。
3. 呂錦珍、洪毓瑛譯(民88)，Webonomics：一個新名詞背後的無限商機，天下遠見出版公司；原著：Schwartz,E.I., Webonomics: Nine Essential Principles for Growing Your Business on the World Wide Web。
4. 卓秀娟、陳佳伶譯(民86)，數位化經濟時代，中國生產力中心；原著：Don Tapscott,The Digital Economy。
5. 林建煌（民83），策略組群、組織作為與績效關係研究，國立政治大學企業管理學系博士班論文。
6. 范惟翔(民90)，顧客知識管理、市場導向與行銷績效之關係研究，國立中正大學企業管理研究所博士論文。
7. 張英慧（民88），事業策略、績效評估及其成效之探討－以平衡計分卡觀點分析，淡江大學會計學系碩士班論文。
8. 陳志遠(民89)，市場導向，市場知識策略管理，創業導向與經營績效之關係研究，行政院國家科學委員會專題研究計劃書。
9. 陳振燧與洪順慶(民84)，中小企業市場導向作為之研究，企銀季刊，18 卷 4 期，頁85-95。
10. 陳淑芬(民89)，策略型態、市場導向、創新能力與績效關係之研究，雲林科技大學企業管理技術研究所，碩士論文。
11. 黃俊英，多變量分析，臺北市，華泰文化事業有限公司，民國90年5月，第7版。
12. 湯宗益、洪永旭，網際網路的運用對企業競爭優勢的影響，台北銀行月刊，第26卷，第十二期，頁60-73，民86年。
13. 楊耀銘（民89），中小企業運用網際網路行銷效益之研究－交易成本觀點，東吳大學國際貿易系碩士論文
14. 經濟部商業司電子商業自動化計畫，民86年6月
15. 蔡明達(民89)，市場資訊處理程序與組織記憶對行銷創新影響之研究，國立政治大學企業管理學系博士論文。
16. 盧俊成(民87)，網際網路的典範轉移暨網路市場與新經營模式之探索性研究，國立臺灣大學商學研究所未出版碩士論文。
17. 魏聖忠（民84），我國中小企業市場導向之研究，國立政治大學國際貿易系碩士論文。
18. 魏聖忠（民91），當代行銷觀念新思維：市場導向理論的回顧與評價，管理評論 第二十一卷 第四期 PP.129∼153。
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43. Narver, J. C. and Slater, S. F. (2004), “Responsive and Proactive Market Orientation and New Product Success,” The Journal Of Product Innovation Management, New York: Sep. Vol. 21, Iss. 5, pp. 334-347.
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46. Pelham, A. M. (2000), “Market Orientation and Other Potential Influences on Performance in Small and Medium-Sized Manufacturing Firms,” Journal of Small Business Management, pp.48-63.
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50. Rayport, J. F.and Sviokla, John J. (1997), “Competing in Two Worlds: The Marketplace and the Marketspace.” Harvard Business Review, pp.16-65.
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描述 碩士
國立政治大學
企業管理研究所
90355021
93
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0090355021
資料類型 thesis
dc.contributor.advisor 張愛華zh_TW
dc.contributor.author (Authors) 林孟暉zh_TW
dc.creator (作者) 林孟暉zh_TW
dc.date (日期) 2004en_US
dc.date.accessioned 18-Sep-2009 13:23:33 (UTC+8)-
dc.date.available 18-Sep-2009 13:23:33 (UTC+8)-
dc.date.issued (上傳時間) 18-Sep-2009 13:23:33 (UTC+8)-
dc.identifier (Other Identifiers) G0090355021en_US
dc.identifier.uri (URI) https://nccur.lib.nccu.edu.tw/handle/140.119/34945-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 企業管理研究所zh_TW
dc.description (描述) 90355021zh_TW
dc.description (描述) 93zh_TW
dc.description.abstract (摘要) 過去許多研究雖已得知企業市場導向程度與組織績效之正向關係，但鮮少有考慮在企業運用網際網路日益普遍的情況下。因此引發本研究欲藉由對國內公司的訪談及問卷調查來探討『網際網路』能給『市場導向』這觀念，帶來何種影響，以及最終對組織績效的影響為何。
在考慮台灣產業特色之後，電子、資訊產業對於網路之運用起步較早，已具一定之成效，而電子、資訊廠商以製造業居多；此外，企業電子化需要投入較高資本，所以本研究選擇天下雜誌2003年5月所出的「台灣前1000大企業」中的台灣製造業前1000大企業以及服務業前500大中的資訊設備銷售與服務產業（47家）和資訊、通訊、ＩＣ通路產業（66家）為研究對象。利用SPSS 統計軟體進行敘述性統計分析、相關分析、因素分析、T 檢定、及複迴歸分析等來驗證本研究之假設。
本研究之主要結果顯示：
一、 企業網際網路的特性運用，除客製性外，即時性、互動性、跨域性、低溝通成本等特性與企業電子化程度存在著正向關係。
二、 當不區分產業時，網際網路特性的運用與市場導向各構面間並無太多顯著之正相關，但在電子、資訊相關產業，在於網際網路特性的運用與市場導向各構面間則大部份都達顯著之正相關。
三、 企業之市場導向程度與組織績效有正向關係存在。
四、 網路特性「即時互動性」、「跨域客製性」對各個經營績效之間並不具有正向的關係存在。但在「電子、資訊產業」時，迴歸模型顧客滿意、員工組織承諾兩迴歸模式顯著。
五、 企業在網際網路特性運用、市場導向程度與經營績效之關係探討，除財務績效之外，迴歸模型均達顯著，但即時互動性、跨域客製性與組織績效之關係不明顯。
六、 當樣本為電子、資訊產業時，市場導向是網際網路特性之即時互動性對組織績效之員工組織承諾的中介角色。		zh_TW
dc.description.tableofcontents 第一章 緒論 1
第一節 研究背景 1
第二節 研究動機與目的 3
第三節 研究對象 5
第四節 研究流程 6
第五節 章節架構 7
第二章 文獻探討 8
第一節 市場導向 8
第二節 網際網路特性 17
第三節 企業電子化 25
第四節 經營績效 29
第三章 研究設計與研究方法 32
第一節 研究架構 32
第二節 研究假設 33
第三節 研究變數之衡量及問卷發展 38
第四節 抽樣、資料蒐集與分析設計 45
第四章 實證結果與討論 49
第一節 量表之信度檢驗 49
第二節 企業電子化程度與網際網路特性之關係探討 53
第三節 企業網際網路特性之運用與市場導向關係之探討 63
第四節 市場導向與企業經營績效關係之探討 69
第五節 網際網路特性運用與企業經營績效關係之探討 72
第六節 網際網路特性、市場導向與組織績效之關係探討 77
第七節 研究假設驗證結果 82
第五章 結論與建議 85
第一節 研究結論 85
第二節 管理涵義與建議 89
第三節 研究貢獻 91
第四節 研究限制 92
第五節 研究建議與未來研究方向 93
參考文獻……………………………………95
附錄--研究問卷……………………………102		zh_TW
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dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0090355021en_US
dc.subject (關鍵詞) 網際網路zh_TW
dc.subject (關鍵詞) 市場導向zh_TW
dc.subject (關鍵詞) 企業電子化zh_TW
dc.subject (關鍵詞) 組織績效zh_TW
dc.title (題名) 企業網際網路之運用及市場導向程度對組織績效之影響探討zh_TW
dc.type (資料類型) thesisen
dc.relation.reference (參考文獻) 國內文獻︰zh_TW
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