B2B電子商務對工業採購行為影響之研究- - 以台灣區域網路接取設備產業為例

Abstract

本研究就針對與Internet演進息息相關的區域網路接取設備的製造商以台灣地區為例，探討傳統的工業採購行為模式，與進行B2B電子商務的工業採購行為作相關性與差異性的比較，分別在環境構面、組織構面、人際交互構面、個別採購構面、決策過程構面以及電子商務平台構面，作實證性的分析。同時以學術界與企業界多次引用的Webster & Wind工業採購行為model為理論架構，經由文獻探討與產業的實證剖析，配合定性與定量的問卷調查方法，驗證工業採購行為的決策因素群相關性以及差異性分析，以作為在施行B2B電子商務工業採購的運作實務上，提供規劃與執行方面的參考與建議。 經過研究方法中的文獻探討與定性、定量問卷統計方法與專家訪談後作一相關性與差異性分析，分別歸納獲得model與B2B電子商務工業採購行為的因素群分類比較分析。本研究結論分別將歸納環境構面、組織構面、人際交互構面、個別參與構面、決策過程構面、交易架構平台構面共六大構面作異同性比較。綜合六大構面的子因素群相關性比例有33% model中的行為因素在B2B工業採購具有顯著相關性，38%行為因素與B2B顯著差異性，另有29%新增顯著重要的行為決策因素。其歸納出B2B電子商務對於以往工業採購行為方面產生相當顯著性改變，採行線上工業採購就企業形成supply chain的成本優勢與企業的彈性生產應變的必要方式。

This thesis focuses on individual procurement behaviors of Taiwan’s manufacturers of the LAN access equipment. A specific emphasis is placed on the comparisons between traditional industrial procurement behaviors and those associated with the B2B E-commerce platform. Analytical parameters include environmental, organizational, interpersonal, individual, decision processing and E-commerce platforms. The thesis utilizes the conventional behavior Webster and Wind model as framework. A case study, using the quantitative and qualitative questionnaires survey, was used to study these two behaviors and would be contributed as a practical, planning or operational strategies reference. Research findings show that there are 33% determinants of Webster’s model are significantly associated with the B2B buying behaviors, reaching to 38% determinants of irrelevance and 29% new determinants added. The conclusions are consolidated of six areas those content of environmental, organizational, interpersonal, individual, buying process and E-commerce platform areas. The industrial procurement of B2B E-commerce is significantly changed to traditional buying behaviors, and industrial B2B procurement, substantially, becomes a necessary way to obtain the cost advantage and manufacturing flexibility for the supply chain of a enterprise.