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題名 | 中小企業導入部落格之因素及實質效益--業種差異調節效果之探討=A Study on the Influencing Factors and Organizational Benefits of Blog Marketing Adoption--The Moderating Role of Kind of Business |
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作者 | 彭國芳; 謝翠娟; | 書刊名 | 創新與經營管理學刊 |
卷期 | 5:1 2014.07[民103.07] |
頁次 | 頁47-65 |
分類號 | 496.5 |
關鍵詞 | 中小企業; 部落格行銷; 系統導入; 電子商務; SME; Blog marketing; IS adoption; Electronic commerce; |
語文 | 中文(Chinese) |
中文摘要 | 「部落格行銷」在最近幾年已經成為重要的電子商務管理議題,不過管理文獻體系中對於企業面導入部落格的因素與實質效益卻還瞭解相當有限。本研究以有無設商業部落格之中小企業為研究對象,透過問卷調查的方式進行路徑分析之實證檢定後發現,中小企業導入部落格的因素是以同業導入壓力及企業流程改善需求這兩個因素的影響最為強烈;而在獲得的實質效益部分,導入部落格行銷則確實能為中小企業的學運在:創意來源、顧客回饋、市場能見度、顧客忠誠度等方面帶來實質的效益;進一步針對業種差異進行分組之路徑估計後,我們亦發現不同業種間的導入前因與實質效益模式的變數間關係會有所差異,分別在餐飲、旅遊、婚紗三個類群中顯現出不同的前因及效益模式。本研究之成果希望能協助中小企業主檢視組織內部對導入部落格行銷動因結構的合理性,以及協助不同產業區塊瞭解導入後將可獲致的實質效益。學術與管理意涵及具體之建議亦在文末有所討論。 |
英文摘要 | In this study, a systematically constructed research model incorporating antecedent and benefit factors that associate with blog marketing adoption in the small and medium enterprises (SME) context is proposed. After an empirical validation, we do find that organizational perceived pressure and business process reengineering needs are major factors driving the blog marketing adoption, and many aspects of organizational benefit could be significantly observed after such blog adoption. In addition, the moderating role of kind of business that drives different path relationships could also be observed. Implications and discussions of this research are provided as well. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。