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    题名: 電子零售業對行動商務之採用：與電子商務績效之依存性
    其它题名: Adoption of Mobile Retail Channel: A Dependency Perspective
    作者: 周彥君
    贡献者: 資訊管理學系
    日期: 2013
    上传时间: 2016-04-20 17:16:03 (UTC+8)
    摘要: 根據國際 Forrest研究機構指出，行動商務的產業總值將會以每年 39%的成長率，於 2016達到總產值美金 310億。在如此快速成長的市場中，企業界紛紛建置多樣性的行 動資訊系統，如行動銀行、行動行銷及行動零售系統，用來滿足消費者的需求。在既 有對行動商務探討的期刊論文中(尤其是實證研究)，大部分的研究者著重在消費者對 行動商務的印象及接受度。反觀在企業供應面來說，實證資料的不足(尤其在早期行動 商務未成熟時期)導致企業行為在行動商務領域的探討相對缺乏。早期的學者更指出， 不明確的市場需求，是企業界對行動商務停滯不前之一主要因素；也因此，供應面的 企業行為探討，相對不足。近年來，由於智慧型手機的崛起，尤其是 iPhone在 2007 年的發行，帶動了行動商務的市場，企業也逐漸將行動資訊系統納入其商業流程。在 此背景下，本計畫以行動零售為研究背景，並以實證資料探討電子零售商採用行動零 售服務的決定。雖然行動商務有許多獨特的特徵，行動零售在本質上仍是電子零售的 延伸服務；本計畫遂採用依存性的角度去探討電子零售商的特徵以及其行動零售服務 採用的關聯性。依據美國市場的實證資料，本研究探討企業在電子零售市場所累積的 商業資源及客戶偏好如何影響其行動商務的採用決策。
    Forrest Research estimated that revenues derived from mobile devices will grow at an annual rate of 39% to reach $31 billion by 2016. With the tremendous market growth, mobile banking, mobile marketing, and mobile retailing have been recently introduced to satisfy customer needs. Given distinct features of mobile data services, existing empirical literature on m-commerce is mostly from the consumer side and focuses on consumer perceptions toward these features and their adoption intentions. From the supply side, limited data availability in early years explains the lack of firm-level studies on m-commerce. Prior studies have shown that unclear market demand is a major reason that hinders firms’ adoption of m-commerce. Given the advances of smart phones, especially the introduction of the iPhone in 2007, firms recently have started to incorporate various mobile information systems in their business operations. This study uses mobile retailing as the context and performs an econometric analysis of firms’ migration to this new sales venue. Despite the distinct features of m-commerce, m-Retailing is essentially an extended arm of e-Retailing. Thus, I adopt a dependency perspective to investigate the link between a firm’s e-Retail characteristics and the migration to m-Retailing from both operation and customer dimensions. Using a cross-sectional public dataset of e-Retailers in the U.S. markets, I empirically examine how firm’s accumulated e-Retail resources and e-Retail customer preferences affect their transition into the m-Retail sector.
    關聯: 計畫編號 NSC 102-2410-H004-235
    数据类型: report
    显示于类别:[資訊管理學系] 國科會研究計畫

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