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題名：開發中國家從消費者與中小型企業觀點之電子商務模式應用：印尼個案實證研究
作者：藍丹夏
作者(外文)：Agus David Ramdansyah
校院名稱：輔仁大學
系所名稱：商學研究所博士班
指導教授：陳銘芷
謝邦昌
學位類別：博士
出版日期：2016
主題關鍵詞：電子商務；科技接受模型（TAM）；消費者行為；協方差分析；WebQual；重要性/效能分析法(IPA)；全球速賣通；中小企業；偏最小平方-結構方程式(PLS–SEM)；E-commerce；Technology Acceptance Model (TAM)；Consumer Behavior；ANCOVA；WebQual；IPA；AliexPress；SMEs；PLS-SEM
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由於資訊技術的進步有所增加，印尼人口使用Internet數量不斷增加，使得電子商務正在日益增長，這是中小企業巨大的潛在商業市場。然而，在印尼只有少數中小型企業（SMEs）採用了電子商務。事實上，他們卻是印尼經濟中的一個重要組成部分。在另一方面，技術進步已經使中小企業的競爭更加激烈。要從供需雙方來理解電子商務視角，這項研究的目的是：
首先，調查印尼消費者使用電子商務的意願影響因素。在這項研究中，背景變量，如信任，成本，社會影響，差異性服務；控制變量，如年齡，受教育程度，以及消費者的性別等成為傳統科技接受模型（TAM）和創新擴散模式（DOI）操作的延伸。數據來自收集的192份問卷，並採用協方差分析測試研究模型。結果顯示，信任，成本，社會影響和差異性服務，感知有用性和可試性等變數對印尼消費者決定採用電子商務有顯著影響。人口狀況如年齡，性別，受教育程度等對印尼消費者沒有顯著的影響。這項研究的結果將是網路公司在制定營銷策略時非常有用的論據，尤其是對於將在印尼市場運作的公司，因為印尼是一個巨大的和不斷增長的市場。
第二，分析印尼消費者對本地化的全球速賣通網站（AliexPress）品質的認知和期望。在2015年前期，這個網站積極地在印尼市場進行了本地化定位。為了更好地了解在不同國家本地化的有效性，我們應用WebQual法（可用性，信息和服務互動等構面）和重要性/效能分析法(IPA)。一個網站是提供信息及推廣傳播給客戶的一種手段。通過效能（實際）和重要性（期望）等級測量，結果表明，若將所有構面作為一個整體衡量時，存在著-0.92的差距。最大的差距是在可用性構面為-1.27。依據本研究，全球速賣通網站已不能滿足用戶的期望，特別是網站上的資訊和提供的服務。需要更多關注的指標包括提供可信，及時，相關，詳細且適當程度的信息，以及隨著商品/服務承諾交付過程個人資訊的安全感與確信感。我們希望這項研究將是全球速賣通網站面對競爭並回應用戶的需求和期望，提高服務品質管理的參考。
第三，要找出哪些因素是支持中小企業採用電子商務，以及採用後對中小企業績效的影響因素，這項研究論證印尼中小企業採用電子商務及其對績效改善的作用。在這一研究中將問題轉述為研究議題，即兼容性、高層支持、組織準備、預期效益及外部驅動等因素對中小企業採納電子商務有否顯著的積極作用採用後對公司的業績有否顯著的增加？這項研究的目的是在分析支持印尼的中小企業電子商務採納的因素，並分析是否通過使用電子商務改善中？小企業的績效表現。
The number of Indonesia people using internet has increased due to advances in information technology, and the growth of electronic commerce (E-commerce) is increasingly growing. This is a huge potential market for businesses including for Small and Medium Enterprises (SMEs). However, there are only a few SMEs in Indonesia which have adopted E-commerce. In fact, they are one important part of the economy in Indonesia. On the other hand, technological advances have made the competition tougher for SMEs. To understand perspective of E-commerce from consumers and SMEs, this study aims:
First, this research investigates factors that influence intention of Indonesia consumers to adopt E-commerce. In this study, additional variables such as trust, costs, social influences, various services, and control variables such as age, educational level, and gender of consumers become extensions of traditional model of technology acceptance (TAM) and the diffusion of innovation (DOI) models. Data is collected from 192 respondents and ANCOVA is employed to test the research model. The results show that trust, cost, social influence, and variety of services, perceived usefulness and trialability have significant influence to Indonesia consumers decisions to adopt E-commerce. Demographic profiles such as age, gender and education level have no significant influence to Indonesia consumers. Results from this study useful for online companies in formulating marketing strategy, especially for companies that will operate in Indonesian market, since Indonesia is a huge and growing market.
Second, this research analyzes Indonesia consumers perception and expectation about quality of a localized website, AliexPress. This site did localization in Indonesia market in the early of 2015. To better understand the effectiveness of localization across countries, we utilize WebQual method (with dimensions Usability, Information, and Service Interaction) and Importance-Performance Analysis (IPA). A website is a means of providing information, promotion and communication to customers. Result is measured by performance (actual) level and importance (hope) level which shows that there is a gap as a whole for all dimensions of −0.92. The biggest gap is in Usability dimension, −1.27.
Based on this study, AliexPress website has not been able to meet user expectations, especially related to those information and services contained on the website. Indicators that need more attention include providing believable information, timely information, relevant information, information at the right level of detail, feels of personal information secure, and feeling confident that goods/services deliver as promised. Hopefully this research would be a reference for AliexPress website management in improving service quality to face competition and answering the needs and expectations of user.
Third, this research finds out what are the factors that support SMEs to adopt E-commerce and the effect of the adoption to SMEs’performance. This research discusses the adoption of E-commerce by Indonesia SMEs and performance improvement as the effect of the adoption. The problems in this research are elaborated into research questions, i.e. do compatibility, top management support, organizational readiness, perceived benefits and external drive have significant positive effect to E-commerce adoption? And does the adoption have significant positive effect to company’s performance? The purposes of this research are to analyze factors that support E-commerce adoption on Indonesia SMEs and to analyze whether the adoption improves the performance of the SMEs.
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