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| Title: | 電商評價與出口績效關係之探討-以B2B電商為例
The relationship between online review and export performance in B2B E-commerce |
| Authors: | 鄭伃涵
Cheng, Yu-Han |
| Contributors: | 簡睿哲
Jean, Ruey-Jer
鄭伃涵
Cheng, Yu-Han |
| Keywords: | 企業網路評價
出口績效
B2B電子商務平台
信號理論
制度距離
Online reviews
Export performance
Signal theory
B2B e-commerce
Institutional distance |
| Date: | 2021 |
| Issue Date: | 2021-08-04 14:28:24 (UTC+8) |
| Abstract: | 隨著網路科技的迅速發展，電子商務平台的便利性讓企業擺脫國界與時間的束縛、降低營運與獲客成本，吸引眾多中小企業改變傳統商業模式，轉戰電子商務平台。電子商務平台充斥著來自世界各地的企業，因此國際貿易往來相當頻繁，其中，又以B2B電子商務平台的規模最為可觀。此外，Covid-19疫情影響，更是加速了全球B2B電子商務平台的發展，市場潛力非常龐大，為本研究提供最佳分析環境。
然而，過去文獻鮮少探討B2B電子商務平台上的出口企業應如何透過平台所提供的功能來有效提升自身的出口績效。由於在電子商務平台提供的眾多功能之中，以「網路評價」最頻繁為企業所使用，對於電子商務平台有著不容忽視的影響力，故吸引許多學者投入研究電商平台之企業網路評價與企業出口績效的關係，然而，過去的研究發現仍存在許多不一致的情況；此外，過去研究亦鮮少探討參與B2B電子商務平台的出口企業，其企業網路評價與出口績效之間的關係。
根據信號理論，本研究旨在探討B2B電子商務平台中，出口企業的網路評價與出口績效之間的關係。此外，本研究因應平台國際化之特性，將不同制度環境對於此關係的調節效果納入研究中，並特別針對買賣雙方國家間正式和非正式制度距離與賣方所在區域制度發展程度進行深入探討。
本研究共蒐集347間採用B2B電子商務平台的出口企業作為樣本，並從分析結果中發現，賣方企業網路評價對出口績效有正向關係; 此外，買賣雙方所在國家間正式制度距離對於企業網路評價與出口績效之間的關係有正向調節效果；反之，買賣雙方所在國家間非正式制度距離中的個人主義對於此關係則有負向調節效果; 然而，本研究發現出口企業所在區域發展程度對於企業網路評價與出口績效之間的關係並無顯著的調節效果。
The convenience of e-platform allows companies to get rid of the constraints of national boundaries, limitation of time, and reduction of both operating and customer acquisition costs. Undoubtedly, such benefits attract many SMEs to enter the e-platform market. In the e-platform market, B2B e-platform generates the largest market size along with frequent international trade exchanges. The impact of the Covid-19 has accelerated the scale of global B2B e-platform. It is considered to have huge market potential. Thus, the B2B e-platform provides the best analysis environment for this study. However, past studies seldom discussed how can exporters leverage various functions provided by e-platform to increase their export performance. Since the online review is the most often used function and is considered to be the most influential function, this attracts many scholars to study the relationship between the online review and corporate performance, yet there is still no consensus. Furthermore, seldom studies explore the relationship between B2B e-platform online reviews and export performance. Building on signaling theory, this study aims at explaining the relationship between online reviews and export performance. Moreover, this study adds to the signaling and the International Business literature by identifying the moderating effects of three important institutional environments relevant to exporting: the formal institutional distance between home and host countries, the informal institutional distance between home and host countries, and the level of the home country’s institutional development. By collecting 347 exporters as the research object, the findings indicate that online reviews can effectively and positively influence export performance. Furthermore, the formal institutional distance between home and host countries will enhance the relationship between online reviews and export performance. However, the informal institutional distance, namely, the different degrees of individualism between home and host countries will weaken such a relationship. Last but not the least, there is no evidence that the level of the home country’s institutional development will affect the relationship between online reviews and export performance. |
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| Description: | 碩士
國立政治大學
國際經營與貿易學系
109351013 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0109351013 |
| Data Type: | thesis |
| DOI: | 10.6814/NCCU202101011 |
| Appears in Collections: | [國際經營與貿易學系 ] 學位論文
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