Loading...
|
Please use this identifier to cite or link to this item:
https://nccur.lib.nccu.edu.tw/handle/140.119/99767
|
| Title: | 線下至線上企業模式之研究
Understanding Critical Success Factors Of Offline To Online Business Model |
| Authors: | 李立晟
Li, Li Cheng |
| Contributors: | 尚孝純
Shari Shang
李立晟
Li, Li Cheng |
| Keywords: | 線下至線上
線下
線上
關鍵成功因素
商業模式
offline-to-online
offline
online
critical success factors
business model |
| Date: | 2016 |
| Issue Date: | 2016-08-09 10:45:04 (UTC+8) |
| Abstract: | 網際網路的興起為買賣雙方帶來相當大的便利性，尤其是為企業創造了許多機會。實體企業不只能透過網路接觸到全球各地的消費者，此外更沒有店面坪數的限制，能銷售更多元的產品及服務以滿足不同消費者的需求。然而，很多企業在成立線上商店的過程中並沒有進行妥善的管理，出現了網站功能不足及消費者體驗不佳等問題，也使得線上商店在營收上沒有辦法為企業帶來顯著的成長。因此，本研究想了解實體企業必須具備哪些關鍵成功要素，才能成功地在線上開設商店。
本研究採用的是Laudon & Laudon (2014)在<<管理資訊系統>>一書中分析及檢視資訊系統的分類框架，一共分為三大面向，分別是資訊，管理及組織面向。此外，本研究也將線上商店的建置分為兩大階段，分別是上線前及上線後。上線前包含線上商店的規劃，設計及建置，上線後則須重視線上商店的管理。
本研究採用多重個案分析，透過深度的企業訪談及資料蒐集，最後歸納整理出關鍵成功要素的列表。在上線前，企業在科技面向須持續投資IT、設計使用者友善的介面；在管理面向須獲得高階管理者的支持、選擇適當的線上平台、設定明確的關鍵績效指標，並與供應商保持密切的合作；在組織面向須持續投資IT流程、確保組織間頻繁的溝通和協調；在上線後，企業在科技面向須持續分析消費者的行為；在管理面向須有效地維繫顧客關係；在組織面向則須持續進行流程的優化及服務的創新。
最終，本研究建立了從線下到線上經營的關鍵成功因素列表，它為實體企業的管理者提供了一個全面性的概述，也期盼所得的結果能協助未來想要發展線上商店的實體企業，讓他們能夠有例可循。
The convenience of the Internet brings many business opportunities to various enterprises. Physical enterprises can not only reach potential customers all over the world, but they can also display many more types of products and services through the Internet to satisfy different customers’ needs. However, although more enterprises are shifting to online sales, a considerable number of companies only provide basic information and functionality rather than extensive interactive features or support for every phase of a transaction, and thus, the value-added of the online store is not significant. Therefore, the objective of this study is to examine the critical success factors (CSFs) for building an offline-to-online business model.
Based on the literature, this study builds a framework with two stages: (1) Before Launch Stage—online store planning, designing and implementing; and (2) After Launch Stage—online store management. Moreover, we classify the CSFs into three dimensions: (1) Technology Dimension; (2) Management Dimension; and (3) Organization Dimension. Then, we conduct in-depth case studies on selected companies to investigate CSFs for effective offline-to-online establishment.
The final lists of CSFs include two factors of technology dimension before launched-continuous IT investment and design user-friendly interface; four factors of management dimension before launched- strong support by top management, choose appropriate online platforms, set clear key performance Indicators (KPI) and cooperate with suppliers closely; two factors of organization dimension before launched- continuous IT process investment, frequent communication and coordination among organizations; one factor of technology dimension after launched- analyze consumer behavior continuously; one factor of management dimension after launched- maintain customer relationships effectively; two factors of organization dimension after launched- continuous process enhancement and continuous service innovation.
The research result not only provides a complete overview but also verify and enhance the list of CSFs for building an offline-to-online business model. This study aims to gain a better understanding of the offline-to-online business model from these cases and thus help companies develop effective plans for offline-to-online projects. |
| Reference: | Ali, S., & Green, P. (2012). Effective information technology (IT) governance mechanisms: An IT outsourcing perspective. Information Systems Frontiers, 14(2), 179-193.
Amit, R., & Zott, C. (2012). Creating Value through Business Model Innovation. MIT Sloan Management Review, 53(3), 41-49.
Ashja, M., Bidram, H., & Moghadam, A. H. (2015). Comparative Study of Large Information Systems` CSFs during their Life Cycle. Information Systems Frontiers, 17(3), 619-628.
Barkhi, R., Xu, X., & Zhang, W. (2010). IT Infrastructure Capabilities and IT Project Success: A Development Team Perspective. Information Technology and Management, 11(3), 123-142.
Barua, A., Konana, P., Whinston, A. B., & Yin, F. (2001). Driving E-Business Excellence. Sloan Management Review, 43(1), 36-45.
Batty, J. B., & Lee, R. M. (1995). InterShop: Enhancing the Vendor/Customer Dialectic in Electronic Shopping. Journal of Management Information Systems, 11(4), 9-31.
Benbasat, I., & Lee, Y. E. (2004). A Framework for the Study of Customer Interface Design for Mobile Commerce. International Journal of Electronic Commerce, 8(3), 79-102.
Berman, E., & Thelan, S. (2004). A Guide to Developing and Managing a Wellintegrated Multichannel Retail Strategy. International Journal of Retail and Distribution Management, 32(3), 147-156.
Berry, L. L., Cadwallader, S., Dotzel, T., Parish, J. T., & Shankar, V. (2006). Creating New Markets Through Service Innovation. MIT Sloan Management Review, 47(2), 56-63.
Berry, L. L., Gresham, L. G., & Seiders, K. (1997). For Love and Money: The Common Traits of Successful Retailers. Managing Service Quality, 26(2), 7-23.
Berry, L. L., McCollough, M. A., & Yadav, M. S. (2000). An Empirical Investigation of Customer Satisfaction after Service Failure and Recovery. Journal of Service Research, 3(2), 121-137.
Bitner, M. J., Brown, S. W., & Meuter, M. L. (2000). Technology Infusion in Services Encounters. Journal of the Academy of Marketing Science, 28(1), 138-149.
Boyce, C., & Neale, P. (2006). Conduct In-Depth Interviews: A Guide for Designing and Conducting In-Depth Interviews for Evaluation Input Retrieved from http://www2.pathfinder.org/site/DocServer/m_e_tool_series_indepth_interviews.pdf Retrieved from http://www2.pathfinder.org/site/DocServer/m_e_tool_series_indepth_interviews.pdf
Brownell, J. (2003). Integrating Multi-Channel Retail Systems. Retrieved from http://www.inboundlogistics.com/cms/article/integrating-multi-channel-retail-systems/
Bruno, A. V., & Leidecker, J. K. (1984). Indentifying and Using Critical Success Factors. Long Range Planning, 17(1), 23-32.
Cao, L., & Li, L. (2015). The Impact of Cross-Channel Integration on Retailers` Sales Growth. Journal of Retailing, 91(2), 198-216.
Chen, Q. X. (2016). Opportunities and Challenges of Innovative Services in Asia
Christensenc, T., Pakkalaa, H., & Presserb, K. (2012). Using Google Analytics to Measure Visitor Statistics: The Case of Food Composition Websites. International Journal of Information Management, 32(6), 504-512.
Class, M. L., Kai, W., & Stefan, K. (2005). Multi-Channel Strategies: Capturing and Exploring Diversity in the European Retail Grocery Industry. International Journal of Electronic Commerce, 10(2), 85-122.
Cuthbertson, R., & Piotrowicz, W. (2014). Introduction to the Special Issue Information Technology in Retail: Toward Omnichannel Retailing. Information Journal of Electronic Commerce, 18(4), 5-16.
Daniel, F., Jan, G., Kai, L., & Luca, M., Marcus, T. (2015). Search Ranking Factors and Rank Correlations. Retrieved from http://pages.searchmetrics.com/rs/656-KWJ-035/images/Searchmetrics-Ranking-Factors-2015-Whitepaper.pdf?mkt_tok=3RkMMJWWfF9wsRokvqjIZKXonjHpfsX56OkvWK%2B0lMI%2F0ER3fOvrPUfGjI4DScBjI%2BSLDwEYGJlv6SgFTLXDMat30LgNWBQ%3D
Davis, G. B. (1979). Comments on the Critical Success Factors Method for Obtaining Management Information Requirements. MIS Quarterly, 3(3), 57-58.
de Koster, R. B. M. (2003). Distribution Strategies for Online Retailers. IEEE Transactions on Engineering Management, 50(4), 448-457.
de la Vega, J. J., García, J. J., & Roca, J. C. (2009). The Importance of Perceived Trust, Security and Privacy in Online Trading Systems. Information Management and Computer Security, 17(2), 96-113.
Denis, O., Muhammad, A., & Sylvain, S. (2010). Can the Media Richness of a Privacy Disclosure Enhance Outcome? A Multifaceted View of Trust in Rich Media Environments. International Journal of Electronic Commerce, 14(4), 103-126.
DOC. (2016). U.S. Census Bureau News. Retrieved from https://www.census.gov/retail/mrts/www/data/pdf/ec_current.pdf
Drucker, P. F. (1954). The practice of management: New York : Harper & Row.
Duchessi, P., Hobbs, D. R., & Schaniger, C. M. (1989). Implementing a Manufacturing Planning and Control System. California Management Review, 31(3), 75-90.
Dukes, A. J., Geylani, T., & Srinivasan, K. (2008). Strategic Assortment Reduction by a Dominant Retailer. Marketing Science, 28(2), 309-319.
Ellegaard, C., & Grunert, K. G. (1992). The Concept of Key Success Factors: Theory and Method (Vol. 3). Chichester: Wiley.
eMarketer. (2015a). Asia-Pacific Is Home to Majority of World Retail Ecommerce Market. Retrieved from http://www.emarketer.com/Article/Asia-Pacific-Home-Majority-of-World-Retail-Ecommerce-Market/1013352
eMarketer. (2015b). Worldwide retail ecommerce sales: emarketer`s updated estimates and forecast through 2019. Retrieved from http://www.emarketer.com/public_media/docs/eMarketer_eTailWest2016_Worldwide_ECommerce_Report.pdf
Farris, P. W., Irvin, J. W., Kushwaha, T., Steenburgh, T. J., Weitz, B. A., & Zhang, J. (2010). Crafting Integrated Multichannel Retailing Strategies. Journal of Interactive Marketing, 24(2), 168-180.
Flavian, G., & Guinaliu, M. (2006). Consumer Trust, Perceived Security and Privacy Policy: Three Basic Elements of Loyalty to a Web Site. Industrial Management and Data Systems, 106(5), 601-620.
Foster, C., Lewis, J., & Whysall, P. (2014). Drivers and Technology-Related Obstacles in Moving to Multichannel Retailing. International Journal of Electronic Commerce, 18(4), 43-67.
Gabriele, C., Paolo, L., & Tommaso, B. (2014). Small and Medium Enterprises` Collaborations with Universities for New Product Development: An Analysis of the Different Phases. Journal of Small Business and Enterprise Development, 21(1), 69-86.
Ghymn, K. I., & King, W. R. (1976). Design of a Strategic Planning Management Information System. Omega, 4(5), 595-607.
Goersch, D. (2002). Multi-Channel Integration and Its Implications for Retail Web Sites. Paper presented at the ECIS.
Goldsby, T. J., Iyengar, D., & Rao, S. (2009). The Marketing and Logistics Efficacy of Online Sales Channels. International Journal of Physical Distribution and Logistics Management, 39(2), 106-130.
Google. (2014). Consumer Barometer. Retrieved from https://www.consumerbarometer.com/en/
Gummesson, E., & Polese, F. (2009). B2B is not an Island! Journal of Business & Industrial Marketing, 24(5/6), 337-350.
Han, I., & Suh, B. (2003). The Impact of Customer Trust and Perception of Security Control on the Acceptance of Electronic Commerce. International Journal of Electronic Commerce, 7(3), 135-161.
Han, K. S., & Noh, M. H. (1999). Critical Failure Factors That Discourage the Growth of Electronic Commerce. International Journal of Electronic Commerce, 4(2), 25-43.
Hansell, S. (2001, June 4). Paid Placement is Catching On in Web Searches. The New York Times.
Hotelling, H. (1929). Stability in Competition. The Economic Journal, 39(153), 41-57.
Huang, J. H., Li, J. T., & Zhao, C. J. (2007). An Empirical Study on Critical Success Factors for Electronic Commerce in the Chinese Publishing Industry. Frontiers of Business Research in China, 1(1), 50-66.
Jessica, X., & Thomas, H. C. (2001). How Can Leaders Achieve High Employee Engagement? Leadership & Organization Development Journal, 32(4), 399-416.
Jordan, J. (2014). The Tipping Point (E-Commerce Version). Retrieved from https://www.linkedin.com/pulse/20140115195643-40729475-the-tipping-point-e-commerce-version?forceNoSplash=true
Kiron, D., Kruschwitz, N., Palmer, D., & Phillips, A. N. (2012). Social Business: What Are Companies Really Doing? MIT Sloan Management Review, 53(4), 1-32.
Lai, H. J., & Liang, T. P. (2002). Effect of Store Design on Consumer Purchases: An Empirical Study of Online bookstores. Information & Management, 39(6), 431-444.
Laudon, K. C., & Laudon, J. P. (2014). Management Information Systems - Managing the Digital Firm (13th ed.): Pearson.
Madeja, N., & Schoder, D. (2002). Designed for Success-Empirical Evidence on Features of Corporate Web Pages. Paper presented at the 36th Hawaii International Conference on Systems Science, Hawaii.
Mehra, G. (2016). Ecommerce in Taiwan: Thriving Market, Huge Mobile. Retrieved from http://www.practicalecommerce.com/articles/122958-Ecommerce-in-Taiwan-Thriving-Market-Huge-Mobile
Nah, F. H., Lau, L. S., & Kuang, J. H. (2001). Critical Factors for Successful Implementation of Enterprise Systems. Business Process Management, 7(3), 285-296.
Neslin, S. A., Grewal, D., Leghorn, R., Shankar, V., Teerling, M. L., Thomas, J. S., & Verhoef, P. C. (2006). Challenges and Opportunities in Multichannel Customer Management. Journal of Service Research, 9(2), 95-112.
Rayport, J., & Jaworski, B. (2001). Introduction to E-Commerce (1st ed.): McGraw-Hill Higher Education.
Robson, W. (1994). Strategic Management and Information Systems: An Integrated Approach: Pearson.
Roos, I. (1999). Switching Processes in Customer Relationships. Journal of Service Research, 2(1), 68-85.
Sen, R. (2005). Optimal Search Engine Marketing Strategy. International Journal of Electronic Commerce, 10(1), 9-25.
Stefanou, C. (1999). Supply Chain Management (SCM) and Organizational Key Factors for Successful Implementation of Enterprise Resource Planning (ERP) Systems. Paper presented at the Americas Conference on Information Systems.
Stephen, P. L. (1999). An ERP Game Plan. Journal of Business Strategy, 20(1), 32-37.
Stiffler, M. A. (2006). Incentive Compensation Management: Making Pay-for-Performance a Reality. Performance Improvement, 4(5), 25-28.
Sullivan, D. (2002). The Mixed Message of Paid Inclusion. Search Engine Report. Retrieved from http://www.clickz.com/clickz/column/1693987/the-mixed-message-paid-inclusion
Sumner, M. (1999). Critical Success Factors in Enterprise Wide Information Management Systems Projects. Paper presented at the Americas Conference on Information Systems (AMCIS).
Sunil. (2015). Trends and Practices of Consumers Buying Online and Offline. International Journal of Commerce and Management, 25(4), 442-455.
Veit, D., Clemons, E., Benlian, A., Buxmann, P., Hess, T., Kundisch, D., Leimeister, J. M., Loos, P., & Spann, M. (2014). Business Models: An Information Systems Research Agenda. Business & Information Systems Engineering, 6(1), 45-53.
Vijayasarathy, L. R., & Jones, J. M. (2000). Print and Internet Catalog Shopping: Assessing Attitudes and Intentions. Internet Research, 10(3), 191-202.
Ward, J., & Peppard, J. (2002). Strategic Planning for Information Systems (3rd ed.): John Wiley & Sons Ltd.
Zuehlke, D., & Thiels, N. (2008). Useware Engineering: A Methodology for the Development of User‐Friendly Interfaces. Library Hi Tech, 26(1), 126-140.
Zwass, V. (1996). Electronic Commerce: Structures and Issues. International Journal of Electronic Commerce, 1(1), 3-23. |
| Description: | 碩士
國立政治大學
資訊管理學系
103356012 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0103356012 |
| Data Type: | thesis |
| Appears in Collections: | [資訊管理學系] 學位論文
|
Files in This Item:
| File |
Size | Format | |
|---|
| 601201.pdf | 1017Kb | Adobe PDF2 | 463 | View/Open |
|
All items in 政大典藏 are protected by copyright, with all rights reserved.
|
