企業導入網路資訊服務之研究－媒體選擇觀點

Adoption of Internet Information Service: Research on Media Selection

10.6656/MR.2004.23.2.CHI.69

劉士豪(Su-Houn Liu)

媒體選擇 ； 政府採購 ； 網路資訊服務 ； Media Selection ； Government Procurement ； Internet Information Service

管理評論

23卷2期（2004 / 04 / 01）

69 - 90

繁體中文

近年來，為了因應網路時代的來臨，不論企業或是政府，近年來都積極的將各種既有的服務、資訊加以電子化，搬上網路提供各界使用。相較於傳統的媒體，電子化的網路媒體服務(Internet Information Service)因為不受到實體的限制，不論是在服務時間與空間上都具有顯著的優勢。但是正如同所有資訊科技的導入一般，網路媒體服務的推動卻時常受到部分企業的排斥、甚至抗拒。針對此一現象，本研究以媒體選擇的觀點，企圖探討國內企業在面臨網路資訊服務時的決策行為。許多研究都曾指出，探討媒體選擇行為必須同時考量個體特徵差異之不同(Minsky & Marin, 1999)。但是，到目前為止卻缺乏對企業決策者所抱持決策模式在媒體選擇行為上的探討。因此，本研究希望能夠了解這些企業決策模式的類型及其考量因素之內涵，並且探索影響決策模式的個體特徵，以進一步有效地解釋國內企業導入網路資訊服務時的決策行為。 本研究透過個案訪談及問卷調查等方式，經因素分析及集群分析，找出影響媒體選擇的使用者考量因素及廠商類型。本研究發現廠商的決策模式可以區分為三大類型，分別為：「獨行思考型」、「應用創新型」及「安於現狀型」，而其媒體選擇的考量因素則可歸納為四大項目：「資訊品質」、「他人影響」、「成本考量」以及「保留現狀」。廠商對資訊服務媒體的選擇與其決策模式的類型有顯著關係。其中「獨行思考型」的廠商偏好使用傳統媒體，而「應用創新型」的廠商則偏好使用網路資訊服務。最後，廠商是否雇有專職資訊人員與其組織的規模等兩項個體特徵，與其決策模式的類型也發現有顯著的關係。

Why do some businesses choose to use an Internet Information Service while others don't? Recent researches suggest that media selection theories (both rational choice and social influence theories) provide complementary explanations for individual selection and use of communication media. Focusing specifically on Internet Information Service selection and use, the study builds on this research by investigating the determinative role, of individual differences in their decision models. Four factors (1. Information quality; 2. Reference from others; 3. Consideration of cost and 4. Keep things as they are) can be used to separate companies into three groups with different decision models. They are l) Independent thinkers 2) Innovators and 3) Conservatives. Finding from 146 construction contractors reveal that their media selection behavior are highly related with their decision models.

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