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| ???org.dspace.app.webui.jsptag.ItemTag.dcfield??? | Value | Language |
|---|---|---|
| dc.contributor.advisor | 陳厚銘(Homin Chen) | |
| dc.contributor.author | Yu-Ming Hsu | en |
| dc.contributor.author | 許育銘 | zh_TW |
| dc.date.accessioned | 2023-03-19T23:24:55Z | - |
| dc.date.copyright | 2022-04-26 | |
| dc.date.issued | 2022 | |
| dc.date.submitted | 2022-04-01 | |
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| dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/85805 | - |
| dc.description.abstract | 本研究探討了外向型資訊科技能力(Externally focused IT capabilities)與內向型資訊科技能力(Internally focused IT capabilities)以及由外而內的行銷能力(Outside-in marketing capabilities)和由內而外的行銷能力(Inside-out marketing capabilities)對顧客績效的直接效果、中介效果和交互作用的影響。 本研究使用從台灣公司收集到的資料進行測試。 結構方程模型 (SEM) 結果表明，除了會直接影響顧客績效外，外向型資訊科技能力(Externally focused IT capabilities)和由外而內的行銷能力(Outside-in marketing capabilities)分別會透過內向型資訊科技能力(Internally focused IT capabilities)和由內而外的行銷能力(Inside-out marketing capabilities)間接影響行銷績效。 此外，在高波動的環境下，本研究發現擁有高由外而內的行銷能力的企業，不僅能顯著提升顧客的優質服務，也能提高企業自身的由內而外的行銷能力；然而，此時企業由內而外的行銷能力並無法顯著提升顧客的優質服務。同時，在高波動的環境下，擁有高外向型資訊科技能力的企業，不僅能顯著提升顧客的優質服務，也能提高企業內向型的資訊科技能力；然而，企業內向型的資訊科技能力並無法顯著提升顧客的優質服務。 另一方面，在低波動的環境下，本研究發現擁有較高由外而內的行銷能力的企業，並無法顯著提升顧客的優質服務，僅能提高企業由內而外的行銷能力；此時，企業由內而外的行銷能力也無法顯著提升顧客的優質服務。本研究也發現，在低波動的環境下，擁有高外向型資訊科技能力的企業，並不能顯著提升顧客的優質服務，但能提高企業的內向型資訊科技能力；然而，此時企業自身的內向型資訊科技能力可以顯著提升顧客的優質服務。最後，本研究發現資訊科技能力與行銷能力兩者的交互作用會顯著提升顧客的優質服務，換言之，企業若能具備資訊科技能力與行銷能力的整合能力可以幫助提升顧客的優質服務。 | zh_TW |
| dc.description.abstract | This study investigates the direct, mediation, moderation, and interacting effects of externally and internally focused information technology (IT) capabilities and outside-in and inside-out marketing capabilities on marketing performance. The relationships are tested using survey data collected from firms in Taiwan. The structural equation modelling (SEM) results show that apart from directly affecting marketing performance, externally focused IT and outside-in marketing capabilities indirectly affect marketing performance through internally focused IT and inside-out marketing capabilities, respectively. Moreover, environmental turbulence has a significant contingency effect. In high turbulent environments, outside-in marketing capabilities have a stronger effect (vs. inside-out marketing capabilities) on marketing performance. Companies with high outside-in marketing capabilities can not only significantly improve the quality of customer service, but also improve their inside-out marketing capabilities. However, the company's inside-out marketing capabilities have no effect on their marketing performance. Additionally, externally focused IT capabilities have a stronger effect (vs. internally focused IT capabilities) on marketing performance. In a high-turbulence environment, enterprises with high externally focused IT capabilities can not only significantly improve the quality of customer service, but also improve their internally focused IT capabilities; however, the company with internally focused IT capabilities cannot significantly improve the quality of customer service. This study also found that, in a low-turbulence environment, companies with high outside-in marketing capabilities cannot significantly improve marketing performance, but only improve their inside-out marketing capabilities. Additionally, the company with inside-out marketing capabilities cannot significantly improve marketing performance. In addition, in a low-turbulence environment, companies with high externally focused IT capabilities cannot significantly improve marketing performance, but can improve their internally focused IT capabilities; however, the company's internally focused IT capabilities can significantly improve marketing performance. Finally, the interaction effect of externally focused IT and outside-in marketing capabilities has a significant influence on marketing performance, implying that these two capabilities act as complementary resources for a firm. | en |
| dc.description.provenance | Made available in DSpace on 2023-03-19T23:24:55Z (GMT). No. of bitstreams: 1 U0001-3103202223021600.pdf: 1924967 bytes, checksum: 2747013784251448a30318f681780692 (MD5) Previous issue date: 2022 | en |
| dc.description.tableofcontents | 口試委員會審定書 i 致謝 ii Table of Contents iii List of Figure v List of Tables v 摘要 vi Abstract viii 1. Introduction 1 2. Literature and hypothesis development 6 2.1. Theoretical background: resource-based view (RBV), capability-based view (CBV), and dynamic capability view (DCV) 6 2.1.1. Literature on marketing capabilities 8 2.1.2. Literature on IT capabilities 11 2.1.3. IT capabilities and marketing capabilities association 14 2.2. Marketing capabilities and marketing performance 17 2.3. IT capabilities and marketing performance 19 2.4. Contextual factors influencing the capabilities–performance relationship 21 2.4.1. The role of environmental turbulence on marketing capabilities-performance relationship 22 2.4.2. The role of environmental turbulence on IT capabilities-performance relationship 25 2.5. Interaction effect of externally focused IT and outside-in marketing capabilities 28 3. Data and methodology 29 3.1. Measures 29 3.2. Sample and data collection procedures 32 4. Empirical results 35 4.1. Measurement model 37 4.2. Structural model 42 4.2.1. Results of the structural model and mediation test 42 4.2.2. Results of the contextual factor of environmental turbulence 47 4.2.3. Results of the interaction effect 50 5. Discussions and conclusions 53 5.1. Discussion 53 5.2. Implications 56 5.2.1. Theoretical contributions 56 5.2.2. Managerial contributions 58 5.3. Limitations and future research 60 5.4. Conclusions 62 References 63 Appendix A. Measurement items 78 Appendix B. 衡量問項 81 List of Figure Figure 1. Research model 16 List of Tables Table 1. Descriptive statistics for demographic information 33 Table 2. Validity and reliability of first-order constructs 38 Table 3. Inter-correlations of first-order constructs 39 Table 4. Results of confirmatory composite analysis 41 Table 5. Structural equation model results 43 Table 6. Indirect and mediating effects 45 Table 7. Results of the contingency effects 49 Table 8. Results of the interaction effect of marketing capabilities and IT capabilities 52 | |
| dc.language.iso | en | |
| dc.subject | 行銷績效 | zh_TW |
| dc.subject | 行銷能力 | zh_TW |
| dc.subject | 資訊科技能力 | zh_TW |
| dc.subject | 權變因子 | zh_TW |
| dc.subject | 環境波動 | zh_TW |
| dc.subject | environmental turbulence | en |
| dc.subject | marketing performance | en |
| dc.subject | marketing capabilities | en |
| dc.subject | IT capabilities | en |
| dc.subject | contextual factors | en |
| dc.title | 資訊科技和行銷能力對實現優質行銷績效的影響 | zh_TW |
| dc.title | Influence of Information Technology and Marketing Capabilities in Achieving Superior Marketing Performance | en |
| dc.type | Thesis | |
| dc.date.schoolyear | 110-2 | |
| dc.description.degree | 博士 | |
| dc.contributor.author-orcid | 0000-0001-5337-0791 | |
| dc.contributor.oralexamcommittee | 任立中(Li-Chung Jen),許嘉文(Chia-Wen Hsu),陳瑀屏(Yu-Ping Chen),林芷安(Chih-An Lin) | |
| dc.subject.keyword | 行銷績效,行銷能力,資訊科技能力,權變因子,環境波動, | zh_TW |
| dc.subject.keyword | marketing performance,marketing capabilities,IT capabilities,contextual factors,environmental turbulence, | en |
| dc.relation.page | 83 | |
| dc.identifier.doi | 10.6342/NTU202200673 | |
| dc.rights.note | 同意授權(全球公開) | |
| dc.date.accepted | 2022-04-01 | |
| dc.contributor.author-college | 管理學院 | zh_TW |
| dc.contributor.author-dept | 國際企業學研究所 | zh_TW |
| dc.date.embargo-lift | 2022-04-26 | - |
| Appears in Collections: | 國際企業學系 | |
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| U0001-3103202223021600.pdf | 1.88 MB | Adobe PDF | View/Open |
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