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題名 行銷資訊系統使用者態度與使用現況關係之實証研究
An Empirical Study of the Impact of User Attitude on Marketing Information System Usage作者 嚴如恆
Yan, Run-hen貢獻者 傅豐玲
Fu FongLing Linda
嚴如恆
Yan, Run-hen關鍵詞 行銷資訊系統
使用者態度
使用現況
MKIS日期 1996 上傳時間 28-Apr-2016 11:55:13 (UTC+8) 摘要 隨著個人化行銷時代的來臨，企業在從事行銷活動時常需要倚靠資訊系統的幫助， 並透過蒐集、過濾、分析與組織等步驟，以獲得有關行銷決策的資訊，而促成這一系列 活動的資訊系統就是行銷資訊系統。
The relation of impact of user attitude on system usage is proved,and it may be positive or negative influence. Equally, if the marketinginformation system-a system is to help marketing managers make a more optimal decision,has a alike result ,it will be reaearched in the thesis. In the study, first we will see the status which large enterprises in Taiwan use marketing information systems(MKIS) by four criteria.Second, inadvance study what MKIS`s status items will be influenced by user attitude.Even-tually,find user attitude really influences the MKIS status positivelly and supp-ose the back cautions of every one. Last, the study includes user`s factors(i.e.,age,degree of education,etc.)and organization`s factors(i.e.,job codification, job specificity,etc.) to prob whether these items will moderate the relation between user attitude and thestatus of MKIS. In result, the age and experience of marketing task both are the moderator between user attitude and MkIS usage.參考文獻 一、中文部份 1.1995/1996 台灣地區企業經理人名錄，中華徵信所，民國84 年. 2. 中華民國八十四年資訊工業年鑑，財團法人資訊工業策進會編印，民國84 年. 3. 天下雜誌1000 大磁片資料，民國84 年. 4. 方世榮譯，行銷管理學，第八版，東華書局，民國84 年. 5. 周文賢，多變量分析未出版之課堂講義，政治大學企業管理研究所，民國84 年. 6. 黃俊英、林震岩. SAS精析與實例，華泰書局，民國83 年. 7. 黃俊英，多變量分析，第五版，中國經濟企業研究所出版，民國84年. 8. 葉進成，行銷資訊系統之建立一一以個案公司為例，淡江大學管理科學研究所未出版碩士論文，民國77年. 9 謝安田，企業研究方法，民國82 年. 二、英文部份 1.Aiken,M.and J.Hage, "Organizational Independence and Intra Organization Structure", American Sociological Review, December 1968, pp.912-930. 2.Alavi,M., "An Assessment of the Concept of Decision Support Systems as Viewed by Senior-Level Executives", MIS Quarterly, December 1982, pp.1-9. 3.Alter,S.L., Decision Spport Systems:Current Practice and Continuting Challenges, Addison-Wesley, reading, MA, 1980. 4.Aydin,C.E.and Rice,R.E., HSocial world, individual differences,and inplementation--Predicting attitudes toward a medival information system", Imformation & Management, No.20, 1990, pp.119-136. 5.Bailey, .J.E.and Pearson,S.W., "Development Of A Tool For Measuring and Analyzing Computer User Satisfaction", Management Science, Vol.29, No.5, May 1983, pp.530-545. 6.B8rki,H.and Huff,S.L., "Change,Attitude to Change, and Decision Support System Success", Information & Management, No.9, 1985, pp.261-268. 7.Baroudi,J.J. ,0lson,M.H.and Ives,B., "An Empirical Study of the Impact of User Involvement on System Usage and Information Satisfaction", Communications of the ACM, Vol.29, No.3, March 1986, pp.232-238. 8. Baroudi ,J. J. and Orlikowski , W. J ., H A Short-Form Measure of User Information Satisfaction: A Psychometric Evaluation and Notes on Use", Journal of Management Information Systems, Vol.4, No.4, Spring 1988, pp.44-59. 9.Berenson,C,"Marketing Information Systems", Journal of Marketing, Vol.33, October 1969, pp.16-23. 10.Cheney,P.H.and Dickson,C.W., "Organizational Characteristics and Information Systems:An Exploratory Investigation", Academy of Management Journal, Vol.25, No.1, 1992, pp.170-184. 11.Cohen,J.and Cohen,P., Applied Multiple Regrression/Correlation Analysis For the Behavioral Sciences, Lowrence Eribaum Assoc., Hilldale, NJ, 1975. 12.Cox,D.F.and Good,R.E, "How to Build a Marketing Information System", Harvard Business Review, Vol.45, NO.3, May-June 1967, pp.145-154. 13. Deshpande ,R. , "The Organizational Context of Market Research Use", Journal of Marketing, Vol.46, Fall 1982, pp.91-101. 14.Dewar,R.D. ,Whetten,D.A.and Boje,D., "An Examination of the Reliability and Validity of the Aiken and Hage Scales of Centralization,Forma1ization,and Task Routinness", Administrative Science Quarterly, Vol.25, March 1980, pp.120-128. 15.Ein-Dor,P.and Segev,E., "Organizational Contest and The Success Of Management Information Systems", Managemen Sceince, Vol.24, No.10, June 1978, pp.1064-1077. 16.Ein-Dor,P.and Segev,E., "Organizational Context and MIS Structure:Some Empirical Evidence", MIS Quarterly, September 1982, pp.55-68. 17.Eldon Y.Li, "Marketing information systems in the top U.S. companies:A longitudinal analysis", Information & Management, No.28, 1995, pp.13-31. 18.Evans,G.E.and Riha,J.R., "Assessing DSS Effectiveness Using Evaluation Research Methods", Information & Management, No.16, 1989, pp.197~206. 19.Fishbein,M and Ajzen,I., Be1ief,Attitude, Intention,And Behavior-An Introduction to Theory and Research, Addison-Wesley, California London, 1975 . 20.Gallagher,C.A., "Perceptions of the Value of a Management Information System", Academy of Management Journal, Vol.17, No.1, March 1974, pp.46-55. 21.Ginzberg,M.J., "Finding and Adequate Measure of OR/MS Effectiveness", Interfaces, Vol.8, No.4, August 1978, pp.59-62. 22.Gordon,P.N., "Is Your Management Information System Effective: A Checklist", Corporate Accounting, Summer 1987, pp.71-73. 23.Higby,M.A and Farah,B.N, "The status of marketing information systems,decision support systems and expert systems in the marketing function of U.S. firms", Information & Management, No.20, 1990, pp.29-35. 24.Ives,B. ,Olson,M.H.and Baroudi,J.J., "The Measurement of User Information Satisfaction", Communications of the ACM, Vol.26, No.10, October 1983, pp.785-793. 25. Johnston,S and Woodward,S, "Marketing Management Information Systems-A Review of Current Practice", Marketing Intelligence & Planning, 1988, pp.27-29. 26.Kabasakal,H. ,Sozen,Z.and Usdiken,B., "Organizational context,structural attributes and management systems in construction", Construction Management and Economics, July 1989, pp.347-356. 27.Keen,G.W.P., "Value Analysis:Justifying Decision Support Systems", MIS Quarterly, March 1981, pp.1-15. 28.Kerlinger,Fred.N .. , Foundations of Behavioral Research,Third Edition McGraw-Hill, New York, 1986. 29.Kotler,P., Marketing Management-Analysis,Planning, Implementation and Control, 8th ed., Prentice-Hall International, London, 1994. 30.Li,E.Y., Mcleod,R.JR and Rogers,J.C, "Marketing Information Systems in the Fortune 500 Companies:Past,Present,and Future", Journal of Management Information Systems, Vol.10. No.1, Summer 1993, pp.165-l92. 31.Maish,M.A., "A User`s Behavior Toward His MIS", MIS Quarterly, March 1979, pp.39-53. 32.Marshall,K.P.and LaMotte,S.W., "Marketing Information systems:A Marriage of Systems Analysis and Marketing Management", Journal of Applied Business Research, Vol.8, No.3, 1992, pp.61-73. 33.McCullough,C.and wooten,B., "Education,exposure help top executives accept computers", Data Management, September 1986, pp.38-40. 34.Mcloed,R.Jr.and Rogers,J, "Marketing Information Systems: Uses in the Fortune 500", California Management review, Vol.25, No.1, Fall 1982. 35.Mcloed,R.Jr.and Rogers,J,"Marketing Information Systems:The Current Status in Fortune 1000 Companies" , Journal of Management Systems, Vol.l, No.4, Spring 1985, pp.57-75. 36.Melone,N.P., "A Theoretical Assessment of The User-Satisfaction Construct Information Systems Research", Management Science, Vol.36, No.1, January 1990, pp.76-91. 37.Miller,J.and Doyle,B.A. ,"Measuring the Effectiveness of Computer Based Information Systems in the Financial Services Sector", MIS Quarterly, March 1987, pp.l07-124. 38.Nunnally,J.C, Psychometric Theory, McGraw-Hill, New York, 1978. 39.Proctor,R.A,"Marketing Information Systems", Management Decision, Vol.29, No.4, 1991, pp.55-60. 40.Raymond,L., "Validating and Applying User Satisfaction as a Measure of MIS Success in Small Organizations", Information & Management. No.12, 1987, pp.173-179. 41.Raymond,L .. "Organizational Characteristics and MIS Success In the Context of Small Business". MIS Quarterly, March 1985. pp.37-52. 42.Robey,D., "User Attitudes and Management Information System Use", Academy of Management Journal. Vol.22, No.3. 1979. pp.527-538. 43.Sainfort,C.F .. Gustafson,D.H .. Bosworth.K.and Hawkins,R.P., "Decision Support Systems Effectiveness:Conceptual Framework and Empirical Evaluation", Organizational Brhavior and HUJ]Jan Decision Processes, No.45, 1990. pp.232-252. 44.Schiffman,S.J. ,Meile,L.C.and Igbaria,M., "An examination of end user types", Information & Management, No.22, 1992, pp.207-215. 45.Snitkin,S.R.and King,W.R., "Determinants of the Effectiveness of Personal Decision Support Systems", Information & Management, No.10, 1986, pp.83-89. 46.Srinivasan,A., "Alternative Measures of System Effectiveness: Associations and Implications", MIS Quarterly, September, 1985, pp.243-253. 47.Swanson,E.B., "Measuring User Attitudes 1n MIS Research:a Review", OMEGA, Vol.10, No.2, 1982, pp.157-165. 48.Talvinen,J.M., "Information systems in Marketing-Identifying opportunities for new applications", European Journal of Marketing, Vol.29, No.1, 1995, pp.8-26. 49.Taylor,R.N., "Age and Experience as Determinants of Management Information Processing and Decision Making Performance", Acedemy of Management Journal, Vol.18, No.1, March 1975, pp.74-81. 50.Udo,G., "Rethinking the effectiiveness measures of decision support systems", Information & Management, No.22, 1992, pp.123-135. 51.Udo,G.J.and Davis,J.S., "A Comparative Analysis of DSS User friendliness and Effectiveness", International Journal of Information Management, No.12, 1992, pp.209-223. 52.Vandermerwe,S and Carney,W, "Integrating Computers and Marketing Management:A European Overview", European Management Journal, Vol.6, No.1, 1987, pp.10-15. 53.Yaverbaum,G.J.and Nosek,J., "Effects of information system education and training on user satisfaction" , Information & Management, No.22, 1992, pp.217-225. 54.Zeffane,R.and Cheek,B., "The differential use of written,computer based and verbal information in an organizational context:An empirical exploration", Information & Management, No.28, 1995, pp.107-121. 55.Zikmund,W.G., Business Research Methods, fouth ed, Harcourt Brace College, New York, 1994. 56.Zinkhan,G .. M. ,Joachimsthaler,E.A.and Kinnear,T.C., "Individua Differences and Marketing Dcision Support System Usage and Satisfaction", Journal of Marketing Research, Vol.XXIV, May 1987, pp.208-214. 57.Zmud,R.W., "Individual differences and MIS Success: A Review of The Empirical Literature", Management Science, Vol.25, No.IO, October 1979, pp.966-979. 描述 碩士
國立政治大學
資訊管理學系
83356005資料來源 http://thesis.lib.nccu.edu.tw/record/#B2002002867 資料類型 thesis dc.contributor.advisor 傅豐玲 zh_TW dc.contributor.advisor Fu FongLing Linda en_US dc.contributor.author (Authors) 嚴如恆 zh_TW dc.contributor.author (Authors) Yan, Run-hen en_US dc.creator (作者) 嚴如恆 zh_TW dc.creator (作者) Yan, Run-hen en_US dc.date (日期) 1996 en_US dc.date.accessioned 28-Apr-2016 11:55:13 (UTC+8) - dc.date.available 28-Apr-2016 11:55:13 (UTC+8) - dc.date.issued (上傳時間) 28-Apr-2016 11:55:13 (UTC+8) - dc.identifier (Other Identifiers) B2002002867 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/87348 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 資訊管理學系 zh_TW dc.description (描述) 83356005 zh_TW dc.description.abstract (摘要) 隨著個人化行銷時代的來臨，企業在從事行銷活動時常需要倚靠資訊系統的幫助， 並透過蒐集、過濾、分析與組織等步驟，以獲得有關行銷決策的資訊，而促成這一系列 活動的資訊系統就是行銷資訊系統。 zh_TW dc.description.abstract (摘要) The relation of impact of user attitude on system usage is proved,and it may be positive or negative influence. Equally, if the marketinginformation system-a system is to help marketing managers make a more optimal decision,has a alike result ,it will be reaearched in the thesis. In the study, first we will see the status which large enterprises in Taiwan use marketing information systems(MKIS) by four criteria.Second, inadvance study what MKIS`s status items will be influenced by user attitude.Even-tually,find user attitude really influences the MKIS status positivelly and supp-ose the back cautions of every one. Last, the study includes user`s factors(i.e.,age,degree of education,etc.)and organization`s factors(i.e.,job codification, job specificity,etc.) to prob whether these items will moderate the relation between user attitude and thestatus of MKIS. In result, the age and experience of marketing task both are the moderator between user attitude and MkIS usage. en_US dc.description.tableofcontents 第一章緒論 第一節研究動機..........1 第二節研究目的..........4 第三節研究流程..........5 第四節論文結構..........6 第五節研究限制..........7 第二章文獻探討 第一節行銷資訊系統相關研究..........8 第二節使用者態度相關研究..........17 第三節組織因素相關研究探討..........23 第四節使用者因素相關研究探討..........26 第三章研究架構與研究方法 第一節研究架構..........28 第二節研究假設..........30 第三節研究變數與操作性定義..........31 第四節研究方法..........32 第五節信度與效度分析..........36 第六節分析方法..........39 第四章統計分析與討論 第一節行銷資訊系統使用現況的..........40 第二節組織因素相關探討..........46 第三節使用者因素相關探討..........48 第四節使用者態度與使用現況之關係..........50 第五節中介變數與使用者態度對系統使用現況之影響..........56 第五章結論與建議 第一節研究結論..........65 第二節研究貢獻..........70 第三節後續研究建議..........71 參考文獻..........72 附錄一：本研究問卷 zh_TW dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#B2002002867 en_US dc.subject (關鍵詞) 行銷資訊系統 zh_TW dc.subject (關鍵詞) 使用者態度 zh_TW dc.subject (關鍵詞) 使用現況 zh_TW dc.subject (關鍵詞) MKIS en_US dc.title (題名) 行銷資訊系統使用者態度與使用現況關係之實証研究 zh_TW dc.title (題名) An Empirical Study of the Impact of User Attitude on Marketing Information System Usage en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 一、中文部份 1.1995/1996 台灣地區企業經理人名錄，中華徵信所，民國84 年. 2. 中華民國八十四年資訊工業年鑑，財團法人資訊工業策進會編印，民國84 年. 3. 天下雜誌1000 大磁片資料，民國84 年. 4. 方世榮譯，行銷管理學，第八版，東華書局，民國84 年. 5. 周文賢，多變量分析未出版之課堂講義，政治大學企業管理研究所，民國84 年. 6. 黃俊英、林震岩. SAS精析與實例，華泰書局，民國83 年. 7. 黃俊英，多變量分析，第五版，中國經濟企業研究所出版，民國84年. 8. 葉進成，行銷資訊系統之建立一一以個案公司為例，淡江大學管理科學研究所未出版碩士論文，民國77年. 9 謝安田，企業研究方法，民國82 年. 二、英文部份 1.Aiken,M.and J.Hage, "Organizational Independence and Intra Organization Structure", American Sociological Review, December 1968, pp.912-930. 2.Alavi,M., "An Assessment of the Concept of Decision Support Systems as Viewed by Senior-Level Executives", MIS Quarterly, December 1982, pp.1-9. 3.Alter,S.L., Decision Spport Systems:Current Practice and Continuting Challenges, Addison-Wesley, reading, MA, 1980. 4.Aydin,C.E.and Rice,R.E., HSocial world, individual differences,and inplementation--Predicting attitudes toward a medival information system", Imformation & Management, No.20, 1990, pp.119-136. 5.Bailey, .J.E.and Pearson,S.W., "Development Of A Tool For Measuring and Analyzing Computer User Satisfaction", Management Science, Vol.29, No.5, May 1983, pp.530-545. 6.B8rki,H.and Huff,S.L., "Change,Attitude to Change, and Decision Support System Success", Information & Management, No.9, 1985, pp.261-268. 7.Baroudi,J.J. ,0lson,M.H.and Ives,B., "An Empirical Study of the Impact of User Involvement on System Usage and Information Satisfaction", Communications of the ACM, Vol.29, No.3, March 1986, pp.232-238. 8. Baroudi ,J. J. and Orlikowski , W. J ., H A Short-Form Measure of User Information Satisfaction: A Psychometric Evaluation and Notes on Use", Journal of Management Information Systems, Vol.4, No.4, Spring 1988, pp.44-59. 9.Berenson,C,"Marketing Information Systems", Journal of Marketing, Vol.33, October 1969, pp.16-23. 10.Cheney,P.H.and Dickson,C.W., "Organizational Characteristics and Information Systems:An Exploratory Investigation", Academy of Management Journal, Vol.25, No.1, 1992, pp.170-184. 11.Cohen,J.and Cohen,P., Applied Multiple Regrression/Correlation Analysis For the Behavioral Sciences, Lowrence Eribaum Assoc., Hilldale, NJ, 1975. 12.Cox,D.F.and Good,R.E, "How to Build a Marketing Information System", Harvard Business Review, Vol.45, NO.3, May-June 1967, pp.145-154. 13. Deshpande ,R. , "The Organizational Context of Market Research Use", Journal of Marketing, Vol.46, Fall 1982, pp.91-101. 14.Dewar,R.D. ,Whetten,D.A.and Boje,D., "An Examination of the Reliability and Validity of the Aiken and Hage Scales of Centralization,Forma1ization,and Task Routinness", Administrative Science Quarterly, Vol.25, March 1980, pp.120-128. 15.Ein-Dor,P.and Segev,E., "Organizational Contest and The Success Of Management Information Systems", Managemen Sceince, Vol.24, No.10, June 1978, pp.1064-1077. 16.Ein-Dor,P.and Segev,E., "Organizational Context and MIS Structure:Some Empirical Evidence", MIS Quarterly, September 1982, pp.55-68. 17.Eldon Y.Li, "Marketing information systems in the top U.S. companies:A longitudinal analysis", Information & Management, No.28, 1995, pp.13-31. 18.Evans,G.E.and Riha,J.R., "Assessing DSS Effectiveness Using Evaluation Research Methods", Information & Management, No.16, 1989, pp.197~206. 19.Fishbein,M and Ajzen,I., Be1ief,Attitude, Intention,And Behavior-An Introduction to Theory and Research, Addison-Wesley, California London, 1975 . 20.Gallagher,C.A., "Perceptions of the Value of a Management Information System", Academy of Management Journal, Vol.17, No.1, March 1974, pp.46-55. 21.Ginzberg,M.J., "Finding and Adequate Measure of OR/MS Effectiveness", Interfaces, Vol.8, No.4, August 1978, pp.59-62. 22.Gordon,P.N., "Is Your Management Information System Effective: A Checklist", Corporate Accounting, Summer 1987, pp.71-73. 23.Higby,M.A and Farah,B.N, "The status of marketing information systems,decision support systems and expert systems in the marketing function of U.S. firms", Information & Management, No.20, 1990, pp.29-35. 24.Ives,B. ,Olson,M.H.and Baroudi,J.J., "The Measurement of User Information Satisfaction", Communications of the ACM, Vol.26, No.10, October 1983, pp.785-793. 25. Johnston,S and Woodward,S, "Marketing Management Information Systems-A Review of Current Practice", Marketing Intelligence & Planning, 1988, pp.27-29. 26.Kabasakal,H. ,Sozen,Z.and Usdiken,B., "Organizational context,structural attributes and management systems in construction", Construction Management and Economics, July 1989, pp.347-356. 27.Keen,G.W.P., "Value Analysis:Justifying Decision Support Systems", MIS Quarterly, March 1981, pp.1-15. 28.Kerlinger,Fred.N .. , Foundations of Behavioral Research,Third Edition McGraw-Hill, New York, 1986. 29.Kotler,P., Marketing Management-Analysis,Planning, Implementation and Control, 8th ed., Prentice-Hall International, London, 1994. 30.Li,E.Y., Mcleod,R.JR and Rogers,J.C, "Marketing Information Systems in the Fortune 500 Companies:Past,Present,and Future", Journal of Management Information Systems, Vol.10. 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