77 June 2016 第十八卷 第一期 2016 年 6 月(pp.77~102) 電子化行銷導向之量表發展與驗證 陳岳陽 a 黃慧玲 b, * a 義守大學企業管理學系 b 長榮大學企業管理學系 摘要 以電子化設備快速整合服務提供者與使用者,依情境衍生出不同的應用型態為當 前企業積極推動的創新營運模式。其中,電子化行銷為企業可利用的戰略方針之一, 因為它不只單純的利用網際網路來進行行銷活動,亦包含了有效利用網路資訊科技, 以支援企業需求。由於電子化行銷導向之衡量構面與題項尚未有一明確的衡量構面 與指標,而因實務上行銷人員在電子化行銷規劃上的實用價值性,及相關理論的完整 性,本研究即提出包含文化哲學、電子化行銷發展、系統建置與整合三個構面的電子 化行銷導向的架構,以有效解釋其所隱喻的內涵。經由二階段的資料驗證過程,本研 究提出衡量的量表共計 14 題,提供後續相關研究者與企業實務施行者,做為應用與 推動的參考依據。 關鍵詞:電子化行銷導向、系統建置與整合、量表發展 The Development and Validation of a Measurement Scale of Electronic Marketing Orientation Yue-Yang Chen a Hui-Ling Huang b a Department of Business Administration, I-Shou University b Department of Business Administration, Chang Jung Christian University Abstract Nowadays, firms have realized the importance of using electronic facilities for supporting services to their customers and suppliers. In this context, electronic marketing orientation is regarded as a strategic weapon for firms to support their outcomes. Given the important issue for electronic marketing orientation, this present research tried to * 通訊作者 電子郵件:[email protected]本研究受科技部計畫補助(計畫編號:NSC102-2410-H-214-013),特表謝忱。作者並感謝審查委員對本研究所提 供的意見,對本研究助益良多。 DOI: 10.6188/JEB.2016.18(1).03
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77June 2016
第十八卷 第一期 2016 年 6 月(pp.77~102)
電子化行銷導向之量表發展與驗證陳岳陽 a 黃慧玲 b, *
a義守大學企業管理學系 b長榮大學企業管理學系
摘要
以電子化設備快速整合服務提供者與使用者,依情境衍生出不同的應用型態為當
前企業積極推動的創新營運模式。其中,電子化行銷為企業可利用的戰略方針之一,
因為它不只單純的利用網際網路來進行行銷活動,亦包含了有效利用網路資訊科技,
以支援企業需求。由於電子化行銷導向之衡量構面與題項尚未有一明確的衡量構面
與指標,而因實務上行銷人員在電子化行銷規劃上的實用價值性,及相關理論的完整
性,本研究即提出包含文化哲學、電子化行銷發展、系統建置與整合三個構面的電子
化行銷導向的架構,以有效解釋其所隱喻的內涵。經由二階段的資料驗證過程,本研
究提出衡量的量表共計 14題,提供後續相關研究者與企業實務施行者,做為應用與推動的參考依據。
關鍵詞:電子化行銷導向、系統建置與整合、量表發展
The Development and Validation of a Measurement Scale of Electronic Marketing Orientation
Yue-Yang Chen a Hui-Ling Huang b
a Department of Business Administration, I-Shou Universityb Department of Business Administration, Chang Jung Christian University
AbstractNowadays, firms have realized the importance of using electronic facilities for
supporting services to their customers and suppliers. In this context, electronic marketing orientation is regarded as a strategic weapon for firms to support their outcomes. Given the important issue for electronic marketing orientation, this present research tried to
develop an electronic marketing orientation scale. Following the rigor procedure for scale development, reliability, exploratory factor analysis, and confirmation factor analysis are used to validate the instrument. According to the empirical data collected from companies in Taiwan, finally, a revision containing 14 items for measuring electronic marketing orientation is generated. The measurement scale contains of 3 sub-constructs, namely philosophy, e-marketing initiation, and system implementation and integration. This rigorous two-stage scale development step is to provide good reliability and validity for this measurement scales. We hope this scale can provide practitioners, researchers, and marketers for understanding the characteristics of electronic marketing orientation.
Keywords: Electronic marketing orientation, system implementation and integration, scale development
1. 研究背景
近年來,由於科技與網路服務創新,使得社會大眾意識到網際網路應用的重要
性。而網路應用服務(如:電子商務、網路社群、行動上網、無線交易⋯⋯等)的強
化更使得資訊的提供與獲取的速度更勝以往。廣大的網路商機,驅使著組織跨足進入
電子化企業的領域,利用資訊科技發展創新產品與服務,以掌握市場脈動與行銷契
機。而網路經濟體系的成形與強勢發展,促使全球電子商務持續加溫,企業紛紛投身
於電子商務的數位經營環境中(Kalakota and Robinson, 2001)。據此,企業藉由電子化設備與網際網路與客戶進行串連商務交易活動,將傳統的經營模式擴展至電子商務
市場中,深怕成為科技採用的落後者而陷公司於落後集團中。基於此,為跨足進入網
路通路或為達建立虛實合一的營運模式,企業便著手擬定與組織目標相符的資訊科技
規劃與策略(Tallon and Pinsonneault, 2011),進行資訊與通訊科技的投資,強化資訊及通訊科技基礎建設,以結合供應商、客戶及相關利害關係人,使公司轉為電子化
維持為其核心要項,以此顧客需求為核心,形塑出行銷導向的電子化企業(Dutta and Segev, 1999)。是故,在電子化企業的行銷活動中,便是以資訊與網路基礎建設的優勢,利用數位媒體來進行觸角更廣的商業活動(Chaffey et al., 2006)。
電子化行銷(electronic marketing,簡稱 e-Marketing)為網路行銷的延伸,因為它不只是單純的利用網際網路從事行銷活動而已(Asikhia, 2009),它亦包含了有效利用相關的資訊科技與技術,以支援企業需求及產品或服務行銷活動的應用(El-Gohary, 2010; El-Gohary et al., 2008)。據此,客戶關係管理、促銷活動、客戶服務、行銷研究與規劃皆是它所包含的範疇(Brady et al., 2002)。一般認為,電子化行銷具有以下之優點:藉由自動化及電子媒體的應用而降低成本、快速回應行銷人員相關
資訊、強化資料蒐集及分析的能力、以客製化方式開發新市場、提昇與客戶間的互動
性。對企業營運活動而言,電子化行銷可為組織帶來兩項價值。第一,在電子化行
銷做為下,客戶得以利用如:供應鏈管理、B2C及 B2B等應用,緊密結合企業內的營運流程,而直接獲致企業相關資源(Trainor et al., 2011);且由於客戶與企業的產品發展生命週期緊密連接,因此,客戶的需求以及意見能快速地進入企業中以為產品
製造、改善及研發的準則,使企業免於閉門造車的情況。而透過客戶資訊與意見的
有效利用、及分享,即為發展及維持良好的客戶關係的重要來源(Jayachandran et al., 2005)。再者,電子化行銷能力佳的企業,因其員工將組織內的活動與資訊協調一致,故可為組織開展出創新價值(Trainor et al., 2011)。而這些有價值的資訊,整合至現存的客戶資料庫中,即可提供行銷管理者分析與模擬的資料倉儲,以了解客戶的
潛在需求(Slater and Narver, 1999)。當然,在電子化行銷能力強化之下,便可據此提昇銷售生產力及組織之效率(Kim and Jae, 2007)。
基植於此,為因應動態及網路科技為導向的企業環境,組織以行銷活動電子化
為趨動力而進行之企業電子化行銷導向(e-Marketing orientation, EMO)的市場競爭行為便成為關注的議題。本研究參照並彙整相關研究(如:Shaltoni and West, 2010; Tsiotsou and Vlachopoulou, 2009; 2011),定義電子化行銷導向及其潛在的意涵為:
銷活動轉移至電子化行銷上,並挹注許多資金於採用電子化行銷活動中(Eid and El-Gohary, 2012)。而昔日以產品為行銷主體,已經不足以應付現在以服務為主的行銷需求。由於創新和行銷是組織兩大基本能力,藉由行銷策略行為與新創意的結合便可
活化企業經營的困境(Oakey, 1991; Olson et al., 2005)。此外,資訊科技的使用在組織中應用之層面及所涉及的範圍亦日益廣大。近來,
學術界以及實務界皆已體認到資訊科技的應用對行銷活動擴展的重要性(Brady et al., 2002; Brockhoff and Pearson, 1992; Talvinen, 1995)。一般認為,若組織之行銷策略做為與資訊科技能有效配合,會比配適不佳的組織,更可獲致良好的客戶滿意度及忠誠
度而強化組織之績效(Capon and Glazer, 1987; Olson et al., 2005)。亦即,有一規劃良善的行銷活動若無資訊科技或資訊系統的輔助與導引是無法獲致成功的(Chailom, 2012; Eid and El-Gohary, 2012);相同地,就算組織投資再多的資訊科技於行銷活動上,若無有效管理,並積極地利用資訊與通訊科技有效搜集有效資訊,以配適合適的
市場導做為的話,便無法有新服務創新的產生(Jiménez-Zarco et al., 2011),而亦無法使電子化行銷策略獲致成功(Trainor et al., 2011)。例如,Lu and Wang(2011)的研究即實證以資訊科技所支援的市場導向應用可建構企業的行銷能力,並提昇電子
(如:Avlonitis and Gounaris, 1997; Day, 1994; Hunger and Wheelen, 2001; Leonidou et al., 2002)。由於一個好的電子化行銷具備有清楚的執行方案及企業衡量相關的組織資源所設計出的戰略方針,且以其所包含的文化面及行為面向的內涵而言,組織
藉由電子化行銷計畫透過資訊科技所蒐集到的資訊可增加組織的知識與能力,以有
效輔助電子化行銷的相關作為,故可令企業處於有利的位置,而創造出組織的價值
(Asikhia, 2009; Prasad et al., 2001; Shaltoni and West, 2010)。因此,衡量電子化行銷導向的構面及指標便有其重要性及必要性。
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綜言之,本研究的主要目的乃在提出電子化行銷導向的衡量構面與題項。內容編
排如下:第一部分為前言及研究背景之說明;第二部分為理論背景的探討;第三部分
為研究方法與研究設計的論述;第四部分為研究結果的分析;最後,則為研究結果在
理論及實務意涵上的討論。各章節分述如下。
2. 理論背景
2.1 電子化行銷導向
傳統上,行銷導向的核心觀念乃在確認客戶的需求與期望,以顧客為中心「分
享信念與價值」的思考方式(Deshpande and Webster, 1989)。Avlonitis and Gounaris(1999)認為企業應針對行銷導向活動設定優先順序:滿足特定客戶需求的客戶及產品的能力、視行銷為企業的主宰文化,及針對客戶需求的改變而能動態調整產品以創
新客戶滿意度的能力。在此前提下,行銷導向可視為一企業對行銷活動所呈現出的基
本態度,亦是企業行為運作的準則(Avlonitis and Gounaris, 1999)。Deshpande and Webster(1989)及 Dixon(1990)認為行銷導向應視為企業的哲學與文化內涵,為企業應奉行的教條。Deshpandé et al.(1993)亦提出「客戶導向」的概念,他們認為與公司利益關係人相較之下,企業更應秉持以客戶利益為首重的信念,並將其視為公
Tsiotsou and Vlachopoulou在此兩篇研究中所揭櫫的電子化行銷導向的概念及衡量指標與衡量問項,在實證資料的驗證上,除了只侷限於希臘旅遊業者所進行的調
查,而無法概化至一般企業的情境中。而且就其發展出的量表中可看出只涵括企業所
採行的交易、促銷及資料庫應用活動等行為面向的資訊。不過,事實上此研究已對電
子化行銷導向的樣貌描繪出雛型架構。
2.1.2 Shaltoni and West(2010)的研究在 B2B的網絡關係中,網路應用佔了很重要的一環,而電子化行銷雖然讓企
業帶來廣大的效益,但使用的程度卻無等比例的增加(Berthon et al., 2008)。基於此,Shaltoni and West(2010)便提出電子化行銷導向的概念,並提出衡量的構面及問項,亦驗證電子化行銷導向與電子化行銷採用間之關係。不若 Tsiotsou and Vlachopoulou(2009, 2011)的研究只考量到企業行為活動面,Shaltoni and West(2010)的研究中明確指出電子化行銷導向應包含文化哲學面及行為面兩者。在經由相關文獻的彙整,由 3位行銷領域的學者及 2位行銷管理者初步審視後,提出了包含了 12題的電子化行銷導向的衡量問項。隨後,此研究進行了兩次試測(pilot test)
視為一種組織為達成行銷導向前所應塑形的企業文化及相對應的做為(Asikhia, 2009; Lu and Wang, 2011; Trainor et al., 2011; Tsiotsou and Vlachopoulou, 2011)。而結合資訊與通訊技術的有效採用,即可強化企業電子化及電子化行銷的應用能力(Lu and Wang, 2011; Trainor et al., 2011; Voola et al., 2012)。
2.2.2 電子化行銷發展電子化行銷導向是一個新的現代商業行為,主要利用網際網路和其他電子裝置進
行購買、出售商品、服務、信息和想法,採用數位化技術達成行銷目標(El-Gohary et al., 2008; Smith and Chaffey, 2005),目的為創造價值鏈上的効率、降低成本、獲取正向的口碑促銷,並強化顧客通路的關係(Rust and Espinoza, 2006; Sultan and Rohm, 2004)。如同 Strauss et al.(2006)所述,電子化行銷為使用電子化資料和應用程式的概念來規劃及執行企業的行銷活動,改變銷售和定價的觀念,以滿足個人和
組織的目標。亦即,電子化行銷發展強調將組織電子化行銷之概念轉化為正式的專
案以利執行,包含:從不同來源蒐集電子化行銷相關資訊、評估各種採行之方案及制
定行動(Shaltoni and West, 2010)。而因為資訊科技的採用亦會影響到行銷活動所執行的方式及策略的制定(El-Gohary, 2012),故企業也必須規劃及分析資訊科技在行銷活動與行銷策略執行的不同解決方案,成立跨部門小組,審視執行方案的可靠性
(Peattie and Peters, 1997)。因此,企業必須考量到電子市場的所有類型的產品,分析競爭對手的態勢與做為,設計並規劃互動的科技讓顧客存取所需要的資訊來與企業
進行交流與互動,以讓顧客提供回饋之資訊給企業(Brodie et al., 2007),而滿足個人和組織的目標。因此本階段的重點乃在利用不同的來源,以資訊與通訊科技蒐集有
關電子化行銷的相關資訊(即市場智慧),並將其擴散至部門間以共享,以有效評估
及規劃不同的行銷發展方案。
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2.2.3 系統建置與整合行銷導向的系統建置與整合著重於將相關的行銷策略藉由資訊與通信科技進行無
縫整合,繼而實現電子化行銷導向的目標。整合機制即為整合組織內不同單位的管理
工具(Martinez and Jarillo, 1989)。資訊系統整合為結合各自獨立且有從屬關係的資訊系統,並能支援組織整體目標的程序(Plouffe, 1990),可提供導入電子化行銷之企業統一訂單之處理,確保系統的一致性,以縮短產品開發周期的時間和庫存成本。
藉由整合應用,企業可整合不同功能的資訊系統,使橫跨不同資訊系統的資訊與流程
能無縫連結,強化企業電子化能耐,以提昇價值鏈或供應鏈中成員的競爭力(Basu and Muylle, 2007)。
電子化行銷的採用流程可分為三個層級。首先,在基本採用的溝通層次上,對大
多數的公司而言,進行電子行銷的第一步就是單約建立一個公司的網站,在網站上進
行相關資訊的公佈,並提供客戶簡單的查詢。第二層次為利用線上廣告建立自己的網
路品牌,除了吸引遊客到他們的網站瀏覽外,並開始透過網路進行市場調查研究,及
提供客戶進行線上交易的功能。而最後一個層級為企業利用電子化行銷策略與客戶緊
密結合,提供客戶從網路上客製化其產品的機會,亦即組織將電子化行銷活動以整合
各系統的方式付諸實現,以支援組織目標。包含:建置企業網站進行商務活動、利用
整合性的資訊系統進行客戶與供應商的連結(Shaltoni and West, 2010)。而由於電子化企業的主要功能之一乃是藉由資訊科技及資訊系統的應用,以建立
並強化企業主與供應商及客戶間的互動與溝通管道,因此系統整合及與其他合作夥伴
間的互連性為企業電子化的重點(Horst and Andreas, 2008)。例如,以企業資源規劃系統的導入來說,其除了涉及企業流程再造之外,新舊系統間的整合、資料模式的
轉換及多區位及系統間的整合亦為重點工作項目(Motwani et al., 2005)。Kalakota and Robinson(2001)針對客戶關係管理(CRM)的做法時亦指出,CRM為企業運用 IT以整合行銷、銷售與售後服務所發展出的策略行動,其目的乃在透過 IT與企業活動相關流程的整合以發現客戶的需求。此外,利用資訊與通訊設備及網際網路所建
構的網路體系(如:intranet及 extranet)除了可整合相關業務流程外,並能使供應鏈夥伴間的溝通更有效率。其他如電子郵件、工作流程系統、群組軟體、EDI、SCM及B2B等亦可用以執行企業內、外部的資訊轉換與傳訊服務、應用程式溝通及交易之進行(O’Brien and Marakas, 2009)。因此,在相關系統建置及整合之下,企業便可有效強化業務流程的效率。
如:Asgharizadeh et al., 2010; Chaffey et al., 2006; Richardson, 2001),少部分研究則著重於對電子化行銷導向的概念具形化(Shama, 2001),並發展其對應的衡量指標(如:Shaltoni and West, 2010; Tsiotsou and Vlachopoulou, 2009)。近來,相關的研究主題則含括探討影響電子化行銷的前因與後果(例如:Asikhia, 2009; Chailom, 2012; Trainor et al., 2011; Tsiotsou and Vlachopoulou, 2011),及與行銷管理成功或電子商務成功之實證研究(例如:Chailom, 2012; Eid and El-Gohary, 2012)。但是,由於資訊科技的發展迅速,尤以網路資訊科技的更新迭異,企業業務流程的相關策略亦應隨之
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