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題名：電子商務業者的顧客資本、市場導向與經營績效關係之研究
書刊名：電子商務學報
作者：張愛華 引用關係／曾忠蕙 引用關係
作者(外文)：Chang, Aihwa／Tseng, Chung-hui
出版日期：2008
卷期：10:3
頁次：頁727-756
主題關鍵詞：電子商務；顧客資本；市場導向；經營績效；Customer capital；Market orientation；Organizational performance；E-commerce business
原始連結：連回原系統網址new window
相關次數：
  • 被引用次數被引用次數:期刊(7) 博士論文(1) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:7
  • 共同引用共同引用:0
  • 點閱點閱:38
西元2000年dot.com公司的股票崩盤結束後，顧客價值便成為網路世界中企業策略的解答。然而，顧客資本在近幾年的台灣電子商務業界中運作的成效到底如何？本研究欲深入探討顧客資本對電子商務業者經營績效的影響，其中，顧客資本包含基本行銷能力、市場拓展、市場強度、顧客回應、品牌權益與通路配合等六項構面，並同時探討這六項構面與市場導向的交互作用。本研究針對國內電子商務業者進行問卷調查，305家B2C有效問卷之分析結果大致呼應資源基礎理論的觀點，主要發現為：(1) 顧客資本的基本行銷能力、市場強度、顧客回應、品牌權益與通路配合等對企業營收有顯著正向影響，其中，基本行銷能力、品牌權益與市場導向交互作用對企業營收有顯著正向影響；(2) 顧客回應與通路配合對企業獲利性呈現顯著正向影響，而顧客回應 與市場導向交互作用對獲利性有顯著正向影響；(3) 市場拓展以及其與市場導向的交互作用皆對營收成長率呈現顯著正向影響。
Customer value has been advocated as a promising solution for the predicament of dot. com companies following the collapse wave in 2000. However, how does customer capital actually work in Taiwan E-business in recent years? This research investigates the effects of customer capital and cultural capital-market orientation on organizational performance. Customer capital is decomposed into six dimensions: basic marketing capabilities, market development, market intensity, customer response, brand equity, and channel cooperation. Using survey method, we investigate 305 B2C E-businesses to delineate these relationships. Results generally reflected resource-based view. Specifically, we find that many aspects of customer capital have positive effects on the revenue and profitability of E-business. The inter­play between market orientation and certain aspects of customer capital, e.g., marketing capabilities, customer response, and brand equity have positive effects on revenue performance and business profitability. I n addition, the interplay between market orientation and market development has a positive effect on growth of revenue of E-Business.
期刊論文
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3.Cegarra-navarro, J. G.、Dewhurst, F.(2007)。Linking Organizational Learning and Customer Capital through an Ambidexterity Context: An Empirical Investigation in SMEs。The International Journal of Human Resource Management，18(10)，1720-1735。  new window
4.Choi, J. P.(1994)。Network Externality, Compatibility Choice, and Planned Obsolescence。Journal of Industrial Economics，42(2)，167-182。  new window
5.Stewart, T. A.(1994)。Your company’s most valuable asset: Intellectual capital。Fortune，130(7)，68-74。  new window
6.Chang, A.、Tseng, C. N.(2005)。Building Cusstomer Capital through Relationship Marketing Activities: the Case of Taiwanese Multilevel Marketing Companies。Journal of Intellectual Capital，6(2)，253-266。  new window
7.Saint‐Onge, Hubert(1996)。Tacit knowledge: the key to the strategic alignment of intellectual capital。Strategy & Leadership，24(2)，10-14。  new window
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10.Edvinsson, Leif、Sullivan, Patrick H.(1996)。Developing a model for managing intellectual capital。European Management Journal，14(4)，356-364。  new window
11.Griffin, Abbie、Hauser, John R.(1993)。The Voice of the Customer。Marketing Science，12(1)，1-27。  new window
12.Chen, J.、Zhu, Z.、Yuan Xie, H.(2004)。Measuring Intellectual Capital: a New Model and Empirical Study。Journal of Intellectual Capital，5(1)，195-212。  new window
13.Bonits, Nick、Keow, William C. C.、Richardson, Stanley(2000)。Intellectual capital and business performance in Malaysian industries。Journal of Intellectual Capital，1(1)，85-100。  new window
14.Cadogan, J. W.、Diamantopoulos, A.(1995)。Narver and Slater, Kohli and Jaworski and the market orientation construct: Integration and internationalization。Journal of Strategic Marketing，3(1)，41-60。  new window
15.Katz, M. L.、Shapiro, C.(1986)。Technology adoption in the presence of network externalities。Journal of Political Economy，94(4)，822-841。  new window
16.Rajamma, R. K.、Paswan, A. K.、Ganesh, G.(2007)。Services purchased at brick and mortar versus online stores, and shopping motivation。Journal of Services Marketing，21，200-212。  new window
17.Keeney, Ralph L.(1999)。The Value of Internet Commerce to the Customer。Management Science，45(4)，533-542。  new window
18.Kohli, Ajay K.、Jaworski, Bernard J.(1990)。Market Orientation: The Construct, Research Propositions, and Managerial Implications。Journal of Marketing，54(2)，1-18。  new window
19.Sinkula, James M.(1994)。Market Information Processing and Organizational Learning。Journal of Marketing，58(1)，35-45。  new window
20.Day, George S.(1994)。The Capabilities of Market-Driven Organizations。Journal of Marketing，58(4)，37-52。  new window
21.Jaworski, Bernard J.、Kohli, Ajay K.(1993)。Market Orientation: Antecedents and Consequences。Journal of Marketing，57(3)，53-70。  new window
22.Narver, John C.、Slater, Stanley F.(1990)。The Effect of a Market Orientation on Business Profitability。Journal of Marketing，54(4)，20-35。  new window
23.Wernerfelt, Birger(1984)。A Resource-based View of the Firm。Strategic Management Journal，5(2)，171-180。  new window
24.Katz, Michael L.、Shapiro, Carl(1992)。Product Introduction with Network Externalities。The Journal of Industrial Economics，40(1)，55-83。  new window
25.Podsakoff, Philip M.、MacKenzie, Scott B.、Lee, Jeong-Yeon、Podsakoff, Nathan P.(2003)。Common method biases in behavioral research: A critical review of the literature and recommended remedies。Journal of Applied Psychology，88(5)，879-903。  new window
26.Thum, M.(1994)。Network externalities, technological progress, and the competition of market contracts。International Journal of Industrial Organization，12(2)，269-289。  new window
27.Barney, J. B.(1991)。Firm Resources and Sustain Competitive Advantage。Journal of Management，17，99-120。  new window
28.Porter, D.(1999)。Internet Leads the Way for Direct Marketers。Teleprofessional，12(7)，23-23。  new window
29.Vijande, M. L. S.、Maria, J. S. P.、Luis, I. A. G.、Casielles, R. V.(2005)。Effects of Market Orientation on Business Strategic Behavior。Journal of Strategic Marketing，13(1)，17-42。  new window
30.Merwe, V. D. R.、Pitt, L.、Berthon, P.(2004)。Elucidating Elusive Ensembles: The Strategic Value of Informal Internet Networks。European Management Journal，22(1)，12-27。  new window
31.Liu, S. S.、Lin, C. Y.(2007)。Building Customer Capital through Knowledge Management Processes in the Health Care Context。Health Care Management Review，32(2)，92-101。  new window
32.Saini, A.、Johnson, J. L.(2005)。Organizational Capabilities in E-commerce: An Empirical Investigation of E-brokerage Service Providers。Journal of the Academy of Marketing Science，33(3)，360-375。  new window
33.Dobni, C. B.、Luffman, G.(2000)。Market Orientation and Market Strategy Profiling: An Empirical Test of Environment-behabior-action Coalignment and Its Performance Implications。Management Decision，38(8)，503-520。  new window
34.Shaikh, J. M.(2004)。Measuring and Reporting of Intellectual Capital Performance。The Journal of American Academy of Business，4(1/ 2)，439-448。  new window
35.Gebhardt, G. F.、Carpenter, G. S.、Sherry, J. F., Jr.(2006)。Creating a Market Orientation: A Longitudinal, Multifirm, Grounded Analysis of Cultural Transformation。Journal of Marketing，70(4)，37-55。  new window
36.Ghosh, S.(1998)。Making Business Sense of the Internet。Harvard Business Review，March/April，22-40。  new window
會議論文
1.Sandvik, K.、Gronhaug, K.(1998)。How Well Does the Firm Know Its Customers? The Moderating Effect of Market Orientation。0。42-48。  new window
研究報告
1.Phillips, Charles、Meeker, Mary(2000)。The State of B2B Commerce。Morgan Stanley。  new window
圖書
1.國立政治大學商學院臺灣智慧資本研究中心、財團法人資訊工業策進會資訊市場情報中心(2006)。智慧資本管理。臺北市：華泰文化出版社。  延伸查詢new window
2.Seybold, Patricia B.(1998)。Customers.com: How to Create a Profitable Business Strategy for the Internet and Beyond。New York：Times Business。  new window
3.Laudon, K. C.、Laudon, J. P.(2004)。Management Information Systems, Managing Digital Firm。NJ：Prentice Hall。  new window
4.Piercy, Nigel(1997)。Market-Led Strategic Change。Oxford：Butterworth-Heinemann。  new window
5.Roos, J.、Roos, G.、Dragonetti, N. C.、Edvinsson, L.(1998)。Intellectual capital: Navigating in the New Business Landscape。New York：New York University Press。  new window
6.Edvinsson, Leif、Malone, Michael S.(1997)。Intellectual capital: realizing your company's true value by finding its hidden brainpower。New York, NY：HarperCollins Publishers Inc.。  new window
7.Green, P. E.(1978)。Analyzing Multivariate Data。Hinsdale：Dryden Press。  new window
8.Kalakota, Ravi、Whinston, Andrew B.(1997)。Electronic Commerce: A Manager's Guide。Addison-Wesley Publishing Company, Inc.。  new window
9.Penrose, E. T.(1995)。The theory of the growth of the firm。New York：John Wiley。  new window
 
 
 
 
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