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題名:旅行業採用B2B2C電子商務模式影響因素之研究
作者:林聖偉
作者(外文):Sheng-Wei Lin
校院名稱:國立高雄第一科技大學
系所名稱:管理研究所
指導教授:傅新彬
學位類別:博士
出版日期:2010
主題關鍵詞:關鍵成功因素B2C電子商務B2B電子商務B2B2C電子商務旅行業Critical success factorsB2C e-commerceB2B e-commerceB2B2C e-commerceTravel agency
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隨著經濟的成長與發展,使得消費者的旅遊需求逐日倍增。在此一動態環境下,市場競爭度越高,創新採用之程度亦越高,旅行業若要在競爭市場中,佔有一席之地,資訊科技之採用已成為企業重要策略。現今,資訊科技之電子商務的應用已為傳統旅行與觀光產業帶來許多挑戰與機會。在有限的資源與激烈的競爭環境下,旅行業應整合內部優勢與結合外部機會,電子商務之採用已是現今旅行業者保持持續競爭優勢之最佳策略。然而,回顧過去相關文獻,多數之研究皆以企業對企業(B2B)或是企業對顧客(B2C)之電子商務為主,鮮少針對企業對企業對顧客(B2B2C)之電子商務採用決策進行探討。因此,本文主要目的係以旅行業採用B2B2C電子商務關鍵成功因素分析進行深入之研究。
首先,本研究針對資訊科技與觀光產業相關之文獻進行整理與分析,並找出影響企業採用電子商務之影響因素。其次,根據相關理論之基礎,進而設計B2B與B2C之電子商務採用因素層級表並轉換成兩兩相較之層級分析型式之問卷。為了深入瞭解B2B與B2C電子商務採用模式之關鍵成功因素之重要程度,研究對象主要分別以採用電子商務交易之旅行業經理人與旅遊購買者進行專家問卷調查。資料收集與分析係根據模糊層級分析法之程序進行。最後,本研究再利用VIKOR法與透過專家訪談,進而找出旅行業採用B2B2C電子商務模式之關鍵因素。本研究之實證結果將提供旅行業者在有限的企業資源下,將資源配置於使用者採用電子商務關鍵決策之因素,進而建立企業核心競爭能力、發展獨特競爭優勢與強化組織績效表現。
In an increasingly competitive travel market, the adoption of information technology is critical to the survival of travel agencies. Therefore, travel executives have to seek more effective ways to intelligently invest in existing and emerging information technology applications. In this context, the rapid growth of electronic commerce (e-commerce) brings many challenges and opportunities to the traditional travel and tourism industry. In order to survive in a competitive market, the adoption of e-commerce model is one of the best strategies for travel agency to maintain a sustainable competitive advantage.
According to the previous literature review, e-commerce can be explored and classed as the business-to-business (B2B) and business-to-customer (B2C) model respectively. However, there are some issues appearing such as system function integrity, electronic data interchange, and system compatibility when travel agencies seek to undertake information system integration from the perspectives of supply chain management in existing B2B and B2C e-commerce models. Constructing an integrated and innovative business-to-business-to-customer (B2B2C) e-commerce model for travel agencies is thus necessary to enable travel agencies to reduce transaction costs, respond to customer demands more quickly, and enhance organizational performance from supply chain management perspective. Therefore, the purpose of this study is to propose a reference model of B2B2C e-commerce adoption in travel agencies. First, this study collects the influential factors of B2B and B2C e-commerce adoption from the information technology and tourism literature, and further the hierarchical structures of B2B and B2C e-commerce adoption are constructed. A pair-wise comparison questionnaire in the analytic hierarchy process (AHP) format is then designed based on these structures. With regard to data collection, the respondents for the B2B e-commerce questionnaire are selected from professional travel executives, while those for the B2C e-commerce questionnaire are frequent travelers. The returned questionnaires are analyzed using a fuzzy analytic hierarchy process (FAHP) approach to obtain the relative weights of each determinant. Sequentially, the acceptance advantage of VIKOR method (VlseKriterijumska Optimizacija I Kompromisno Resenje) is used to identify the critical factors based on the importance of critical success factors (CSFs) of B2B and B2C e-commerce adoption, and we then propose an initial model of B2B2C e-commerce adoption for travel agencies. The final B2B2C e-commerce adoption model for travel agencies will then be established after interviews with practical experts. Finally, this study provide a comprehensive and accurate reference for travel executives with regard to the decision-making of allocating limited resources for e-commerce investment, rapid e-commence implementation, and thus enhancing organizational performance.
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