企业竞争策略与电商技术采纳行为——理论和基于微观数据的实证研究  

On Firm's Competitive Strategy and E-Commerce Adoption Behavior——A Theory and Empirical Analysis of Micro Level Data

作　　者：杜芳莉[1,2] 俞航东[2] Du Fang-li;YU Hang-dong(Zhejiang Wanli University,Ningbo,Zhejiang315100,China;Zhejiang University of Technology,Hangzhou,Zhejiang310023,China)

机构地区：[1]浙江万里学院现代物流学院,浙江宁波315100 [2]浙江工业大学经贸管理学院,浙江杭州310023

出　　处：《中国流通经济》2016年第8期66-75,共10页China Business and Market

基　　金：国家自然科学基金项目"我国专业市场分化重构机制与转型提升研究"(71173196);国家软科学研究计划项目"专业市场科学发展与转型升级研究--以义乌‘中国小商品城’为例"(2011GXS2DO22);浙江省临港现代服务业与创意文化重点研究基地资助项目"电子商务与传统流通业态的融合发展机制研究:以浙江省专业市场为例"(150215)

摘　　要：从竞争战略角度出发,可将传统零售企业采纳电子商务技术的主要影响因素划分为五项,即产品特征、消费者忠诚度、市场拓展效应、渠道冲突和组织惯性。基于正处在模式转型期的全球最大的专业市场——中国义乌小商品市场的问卷数据,从理论和实证双重维度对五重因素影响企业电子商务技术采纳决策的内在机制进行分析发现,市场拓展效应、消费者忠诚度、渠道冲突三个变量对传统零售企业采纳电子商务技术的影响较为显著,电子商务技术可能带来的市场拓展程度越高、经营商户实体市场经营时间越长(即所拥有的忠诚消费者数量越多),其采纳电子商务技术的时间越早;因面临来自电子商务的冲击和由此引起的渠道冲突问题,作为经营主体的专业市场其初期应用电子商务(无论自建还是外包)的激励较弱;产品特征和组织惯性变量对经营商户技术采纳的影响不甚显著。因此,为更好地推动专业市场与电子商务融合发展,一要从制度设计、基础设施、技术设计等方面入手,为扩大电子商务技术的市场拓展效应提供多重支持;二要强化网上市场信用管理的外部制约和内部激励,提升网上市场信任水平;三要弱化渠道冲突,促进组织创新,推动传统批零企业发展电子商务。From the angle of competitive strategy,we can classify the influencing factors of traditional retail enterprises inadopting e-commerce technology into such five categories as product characteristic,consumer loyalty,market expansion effect,channel conflict,and organizational inertia. Based on the questionnaire data of Yiwu market,which is the world largestspecialized wholesale market,the authors analyze the internal mechanism of how these factors having impacts on enterprises’strategy in adopting e-commerce technology. It is found that such three variables as market expansion effect,consumer loyaltyand channel conflict have the most significant impact on traditional retail enterprises in adopting e-commerce technology. So,tobetter promote the integrated development of specialized market and e-commerce,we should,first,provide more support for theimprovement of market expansion effect brought by e-commerce technology from such aspects as system design,infrastructure,and technology design;second,we should strengthen the external restriction and internal incentive of online market creditmanagement,and improve the level of online market credit;and third,we should weaken channel conflict,and promote thedevelopment of e-commerce of traditional retail and wholesale enterprises.

关 键 词：零售企业 电子商务 技术采纳 市场拓展 

分 类 号：F49[经济管理—产业经济]