資訊不確定下企業虛擬市場策略、績效之關係分析

The Relationship Analysis of Virtual Market Strategies and Performances under the Information Uncertainty

10.29836/LMR.200704.0003

唐順明(Shung-Ming Tang)；張照奇(Chao-Chyi Chang)；姜琇森(H S Chiang)；葉育婷(Yuh-Tyng Yeh)；廖彥婷(Yen-Tyng Liao)；簡宇筑(Yeu-Chu Chien)；唐瑞瀅(Rai-Yein Tang)

資訊不確定因素 ； 虛擬市場 ； 網路績效 ； Information uncertainty ； Virtual market ； Net-work efficiency

運籌管理評論

2卷1期（2007 / 04 / 01）

11 - 26

繁體中文

電子商務蓬勃發展使得傳統市場的競爭策略無法維持競爭優勢，市場競爭從實體轉向虛擬，形成虛擬市場，且影響市場動態環境改變，企業必須調整策略以因應競爭進入虛擬市場，因此需要擬訂適合的企業虛擬市場策略，維持競爭擾勢。本研究目的是，(1)建立資訊不確定下虛擬市場策略與績效之關係分析模式；(2)以結構模式分析法(Structural Equation Modeling, SEM)驗證模式；(3)以實証分析探討研究在管理學術上發現的隱函性意義與貢獻。實證研究發現：本研究模式符合虛擬市場的競爭環境，如果虛擬市場之資訊的質與量對於績效影響不顯著，企業在資訊科技策略與組織結構策略制訂會受主觀決策影響。資訊對稱情形越高對夥伴選擇策略制訂越有利。整體而言，動態環境下企業需要低於動態觀點定位虛擬市場薛策略位置，進行企業資源規劃，建立企業進入虛擬市場的商葉流程，以獲取競爭優勢，是未來研究與應用方向。

The Internet drives the development of E-commerce, the traditional market competitive strategies become too insufficient to maintain the competitive advantages. It makes market competitions switch from physical to virtual orientation, and that forms a virtual marketplace and drive the change of the dynamic market environment. So, the enterprises should make strategy adjustments fit the changes of the Industry structure under dynamic environment. Namely, to enter virtual marketplaces to maintain their competitive a dvantages, the enterprise must make strategies to fit in with their firms and enhance the organization performance. There are three purposes in this study: (1) To create a relationship analysis model between the virtual marketing strategic, dynamic environment and performance. (2) We use the confirmed structured model to verify the research model. (3) To discover the intent meaning and contribution of this study in terms of management. We found that the quality and quantity of information effects the performance lesser if the development of internal virtual marketplace is not mature. If so. the information technology and organization strategies will be restricted by the bounded reason decision, On the other hand, the more symmetrical information the more benefits in making partner choosing decision. Finally, the firm must reposition the strategic location of the virtual marketplace and arrange the enterprise resource properly, and set up the suitable virtual marketplace business model to gain competitive advantages.

1. Barney, J.(1991).Firm Resource and Sustained Competitive Advantage.Journal of Management,17,99-120.
2. Brunn, Peter,Jensen, Martin,Skovgaard, Jakob(2002).e-Marketplaces: Crafting A Winning Strategy.European Management Journal,20(3),286-298.
3. Chan Y. E.,Huff S.L.,Barclay D.W.,Copeland D.G.(1997).Business strategic orientation, information systems strategic orientation and strategic alignment.Information Systems Research,8(2),125-150.
4. Chengalur S.,InduShobha, D. Peter(1999).The initiation and adoption of client-server technology in organizations.Information & Management,35(2),77-88.
5. Chin, Chee,Clyde W. H.,Andrew B. W.(1996).Toward IT support for coordination in network organizations.I and M,30,179-199.
6. Clemons E. K.,Hitt L. M.(2001).Poaching and Misappropriation of Information: An Analysis of Relationship Risk in Information-Intensive Production.University of Pennsylvania, Wharton School.
7. Cukrowski, J.,Fischer, M.(2002).Information-processing, technological progress, and retail markets dynamics.Information Economics and Policy,14(1),1-20.
8. Currie, W L(1996).Organizational Structure and the Use of Information Technology: Preliminary Findings of a Survey in the Private and Public Sector.International Journal of Information Management,16(1),51-64.
9. Duncan, R. B.(1972).Characteristics of Organizational Environments and Perceived Environment Uncertainties.Administrative Science/Q,17(3),313-329.
10. Evgeniou, Theodoros(2002).Information Integration and Information Strategies for Adaptive Enterprises.European Management Journal,20(5),486-494.
11. Federickson, James. W.(1984).The Effect of Structure on the Strategic Decision Process Academy of Management Proceedings
12. Fornell. C.,Larcker, F.(1981).Evaluating Structural Equation Models with Unobservable Variables and Measurement Error.Journal of Marketing Research,39-50.
13. Journal
14. Grant, R. M.(1991).The Resource-Based Theory of Competitive Advantage: Implications for Strategy Formulation California.Management Review,114-135.
15. Hair Anderson,Tatham, Black(1998).Multivariate Date Analysis.Prentice Hall.
16. Hoffner Yigal,Facciorusso, C.,Field Simon,Schade A.(2000).Distribution issues in the design and implementation of a virtual market place.Computer Networks,30(6),717-730.
17. Joreskog, K. G.,Sorbom, D.(1989).LISREL 7 User Reference Guide.
18. Koberg, C. S.(1987).Resource scarcity environmental uncertainty, and adaptive organizational behavior.Academy of Management Journal,30,798-807.
19. Kotting, B.,Maurer, F.(2001).Approaching support for Internet-based negotiation on software projects.Infrastructure for Collaborative Enterprises, Tenth IEEE International Workshops on.
20. McMaster, Mike(1996).Foresight: Exploring the Structure of the Future.Long Range Planning,29(2),149-155.
21. Miles, R. E.,C. C. Snow.(1978).Organizational Strategy, Structure, and Process.N.Y.:McGraw-Hill.
22. Miller, D.(1983).The Correlates of Entrepreneurship in Three Types of Firms.Management Science,29,700-791.
23. Milliken, F. J.(1987).Three Type of Perceived Uncertainty about the Environment: State, Effect, and Response Uncertainty.Academy of Management Review,12,133-143.
24. Mitrabarun S.,B. Butler,C. Steinfield(1998).Cybermediaries in Electronic Marketspace: Toward Theory Building.Journal of Business Research,41,215-221.
25. Nunnally, J. L.(1976).Psychometric Theory.New York:McGraw Hill.
26. Omar Khalil,S. Wang(2002).Information technology enabled mata-management for virtual organizations.Production Economics,75,127-134.
27. Paul Cragg,K. Malcolm,H. Husnayati(2002).IT alignment and firm performance in small manufacturing firms.Journal of Strategic Information Systems,11,109-132.
28. Pernose, E. T.(1959).Theory of The Growth of the Firm.Oxford:Oxford University Press.
29. Philip, G,Gopalakrishnan, M,Mawalkar, S R(1995).Technology Management and Information Technology Strategy: Preliminary Results of an Empirical Study of Canadian Organizations.International Journal of Information Management,15(4),303-315.
30. Porter, M. E.(2001).Competitive and the Internet.Harvard Business Review
31. Porter, M. E.(1980).Competitive Strategy: Techiques for Analyzing Industries and Competitors.N.Y.:The Free Press.
32. Rolf W.,Tobias K.(1998).Competitive advantages in virtual market-perspectives of information-based marketing in cyberspace.European Journal of Marketing,32(7&8),603-615.
33. Scott M. Shafer,Terry A. Byrd(2000).A framework for measuring the efficiency of organizational investments in information technology using data envelopment analysis.Omega,28,125-141.
34. Scott Morton, M.(1991).The corporation of the 1990s: Information Technology and Organizational Transformation.N.Y.:Oxford University Press.
35. Smith, G. E.,Venkatraman, M. P,Wortzel, L. H.(1995).Strategic marketing fit in manufacturer-retailer relationships: Price leaders versus merchandise differentiators.Journal of Retailing,71(3),297-315.
36. Soumita Dutta,Arie Segev(1999).Transforming Business in the Marketspace Proceedings of the 32nd Hawaii International Conference on System Science
37. Spanos Yiannis E.,Prastacos G. P.,Poulymenakou, Angeliki(2002).The relationship between information and communication technologies adoption and management.Information and Management,39(8),659-675.
38. Srinivas Talluri,R.C. Baker,Joseph Sarkis(1999).A framework for designing efficient value chain networks.Production Economics,62,133-144.
39. Strader, Troy J.,Lin, Fu-Ren,Shaw, Michael J.(1998).Information infrastructure for electronic virtual organization management.Decision Support Systems,32(1),75-94.
40. Su Zhan,Diane Poulin(1997).Partnership Management within the Virtual Enterprise in a Network.Engineering and Technology Management, IEMC 96. Proceedings. International Conference
41. Subhash, Sharma(1996).Applied multivariate techniques.John Wiley & Sonx, Inc..
42. Tan, J. J.,R. J. Kitschert.(1994).Environment-Strategy relationship and its performance implications: an empirical study of the Chinese electronics industry.Strategic Management Journal,15,1-20.
43. Vincent S.,Jan L. Guynes(1997).An Assessment of Influence of Organizational Characteristics on IT Adoption Decision: A Discriminative Approach.IEEE Transactions on Engineering management.
44. Wigand R.,Picot A.,Reichwald R.(1997).Information, organization and management expanding markets and corporate boundaries.John Wiley and Sons.
45. Yao D. A.(1988).Beyond the reach of the invisible hand: Impediments to Economic Activity, Market Failures, and Profitability.Strategic Management Journal, Special issue: Strategy Content Research,9,59-70.
46. 唐順明(2001)。環境不確定狀況下策略聯盟管理對於績效影響之研究。中山管理評論，9(3)，35-72。
47. 蘇怡仲譯(1997)。合作競爭大未來。台北市:麥格羅希爾出版社。