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題名:電子市集創新發展過程影響因子之研究─FuzzyAHP之應用─
作者:簡倍祥
作者(外文):Pei-Hsiang Chien
校院名稱:國立中正大學
系所名稱:企業管理研究所
指導教授:何雍慶
傅新彬
學位類別:博士
出版日期:2005
主題關鍵詞:電子市集採用決策模糊層級分析法e-Marketplaceadoption factorsFuzzy AHP
原始連結:連回原系統網址new window
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電子市集是電子商務環境下一個B2B創新的模式,所以企業考慮採用時,不能僅考慮企業內部的因素,同時還要考慮外部環境及其他相關的因素,才能完整呈現採用市集的因素,但是目前探討這方面之研究很少。所以,本研究在文獻探討分析及專家合作之下,依創新發展不同階段,建構起電子市集準備階段影響因子層級分析架構表及行動階段影響因子層級分析架構表;其次,將這兩個層級分析架構表邀約相關學者專家做進一步研究確認,並設計成問卷,進行試訪及修正;再次,選擇國內重電機行業(製造業)及證券行業(服務業)各兩家公司進行深入訪談,以瞭解對兩個不同階段層級分析架構內之影響因子的看法;最後,對變數及問卷做最後確認,再應用Fuzzy AHP方法找出各階段企業採用電子市集所有重要的影響因子、權重及影響路徑等,研究結果發現如下;在準備階段,「積極因子」之權重遠大於「防禦因子」,,不論是證券業者或是重電機業者皆認為取得市場競爭地位及取得外部資源為重要考量,只是影響的路徑略有不同。在行動階段中,兩種產業皆認為首要的影響因子應為「取得市場競爭地位」,但在次要選擇後路徑則不同,不論是重電機業者或證券業者咸認為「電子市集的營運績效」(第二層)是影響「資本因素」(第一層)的首要因素,證券業者認為組織因子(24%)所佔的權重遠大於重電機業者。而不管在那一個階段,「取得市場競爭地位」為首要考量影響因子。「採用新科技的風險」,並非主要影響其決策判斷的因子,取得市場競爭地位,取得外部資源,首重「強化顧客關係管理」,兩個產業有不同的路徑。相較於重電機業而言,證券業者在兩階段的考慮影響因子之差異性較大。在「準備階段」。
本研究主要是將創新發展過程理論應用於「無形產品」的研究,有別一般的「有形產品」研究文獻,研究的成果將有助於欲採用電子市集之台灣企業,能以清晰的架構,瞭解其所應考慮的因子有那些,以較低的成本,較高的效益,將有助於增加廠商採用電子市集的成功機率,順利進入電子市集。
關鍵字:電子市集、採用決策、模糊層級分析法
Electronic marketplace (e-marketplace) is an innovative business to business (B2B) model. Thus when an enterprise is considering its adoption, not only will they need to take into consideration factors internal to the enterprise, but they should look at external and other related factors. However, there are few studies done in this area. So this paper will incorporate references discussing defensive, proactive, and innovative model adoptive factors from literatures review to present a 3-level factor of enterprise adopting e-marketplace at preparation stage and implementation stage. Through in-depth discussions by Taiwan’s experts and scholars and four enterprises (two of are heavy electrical machinery industry and two of are securities industry) were visited in depth to check the correctness of factors, a complete presentation of 3-level factor structure is made of all the factors in adopting the e-marketplace at different stages. Therefore, this study utilized a fuzzy analytic hierarchical process (Fuzzy AHP) to examine the weights of factors involved in the decision-making process of adopting an e-marketplace between heavy electrical machinery industry and the securities industry at different stages. As the result, the findings of this paper are as follows: 1. the weights of proactive factors are much higher than the weight of defensive factors at preparation stage; 2. to gain market competitive advantage is most important factor at each stage; 3. the risk of adopting innovative technology is not the main factor of decision-making; 4. the securities industry has more difference on weight of factors at each stage; 5. there is a different adopted path between heavy electrical machinery industry and the securities industry at preparation stage; 6. there is a different adopted path between heavy electrical machinery industry and the securities industry at implementation stage; 7. there is a different adopted path on gaining market competitive advantage; 8. to strengthen customer relationship management is the most important factor on gaining outside resource; 9. there is a different adopted path on capital factors between heavy electrical machinery industry and the securities industry at preparation stage and the performance of e-marketplace impacts mostly on capital factor; 10. the securities industries think the weight of organization factor is more important than the heavy electrical machinery industry thinks.
These results will be helpful to Taiwanese enterprises intending to adopt e-marketplace; using a clear structure, the enterprise will understand what the factors are to consider and successfully adopt the e-marketplace with lower cost and higher efficiency.
Keywords: e-Marketplace, adoption factors, Fuzzy AHP
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