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论文编号：	1730
作者编号：	1120060715
上传时间：	2009/6/18 16:22:40
中文题目：	B2B电子市场采纳的影响因素研究
英文题目：	The Study on Influence Factors
指导老师：	严建援
中文关键字：	B2B电子市场采纳;中国电子市场;<
英文关键字：	B2B E-marketplace adoption; E-
中文摘要：	近年来，随着互联网的日益普及和信息技术的不断发展，电子商务以其快捷、方便、高效率的显著优势对传统的贸易方式和产业价值链形成了巨大的冲击。在众多的电子商务模式中，B2B电子商务占有主导地位，已成为带动整个电子商务发展的动力。从目前我国B2B电子市场的发展来看，虽然我国各种类型的B2B网站多达上千家，但是只有很少的B2B电子市场吸引了足够的贸易量来维持运营开支，赢利者甚少，有许多市场被迫关闭或被收购。据iResearch报告显示，2008年第二季度，中国B2B电子商务运营商营收份额中，阿里巴巴营收份额占53.5%，环球资源占9.9%的市场份额，中国制造网则占7.2%，前三家运营商的所占比重已达71%，剩下的众多的电子交易平台的市场份额还不足30％。客户数量的缺乏，已成为影响B2B电子市场生存和发展的至关重要的因素。因此，深入剖析影响B2B电子市场采纳的关键因素，并针对性地不断改进，对于电子市场的良性发展有着重要的意义。 本文以中国这个发展中国家为研究背景，考虑采纳过程的动态性特征，系统地分析了影响组织采纳B2B电子市场的关键因素。本文的主要工作及研究贡献包括三个方面：首先，基于已有的采纳过程理论，结合电子市场采纳的特点，将电子市场采纳过程划分为两个具有明显特征的阶段：采纳前阶段和采纳后阶段。其次，本研究尝试从系统观视角出发，在对组织层面多个不同视角的采纳理论进行分析、比较的基础上，通过TOE（技术－组织－环境）框架整和各个理论。并借鉴创新扩散理论、制度理论、E-readiness等相关理论及研究，从技术、组织、环境三个维度提取影响组织采纳B2B电子市场的关键因素。在此基础上，构建出B2B电子市场接受度模型，并进一步分解为采纳前阶段接受度模型和采纳后阶段接受度模型。最后，本研究通过收集及分析中国企业的数据，对以上提出的两个理论模型进行实证检验及修正。同时，基于数据分析结果，系统地剖析并揭示在不同的采纳阶段，影响B2B电子市场采纳的关键因素以及影响路径，并进一步对比采纳前后两个阶段，影响因素上的差异及变化特征。 本文的研究结论主要包括以下几点： 1．在采纳前阶段，对组织采纳B2B电子市场有显著影响的因素共有六个：相对优势、网络外部性、技术信任度、高管支持、政府电子就绪度、市场力量电子就绪度。对组织采纳B2B电子市场影响作用不显著的因素有四个：复杂性、兼容性、IT能力以及支持性行业电子就绪度。 2．在采纳后阶段，对组织持续使用B2B电子市场有显著性影响的因素共有七个：相对优势、兼容性、网络外部性、高管支持、政府电子就绪度、市场力量电子就绪度以及支持性行业电子就绪度。没有体现出显著性影响作用的因素为：复杂性、技术信任度和IT能力。 3．在B2B电子市场采纳前后两个阶段，均体现出显著性影响作用的因素有：相对优势、网络外部性、高管支持、政府电子就绪度和市场力量电子就绪度；在B2B电子市场采纳前后两个阶段，均未对采纳/持续使用意愿体现出显著影响作用的因素为复杂性和组织的IT能力；兼容性和支持性行业电子就绪度在采纳前阶段对组织的采纳意愿影响作用不显著，但在采纳后阶段，对组织的持续使用意愿具有显著影响；技术信任度在采纳前阶段对组织的采纳意愿具有显著影响，但在采纳后阶段，对组织持续使用B2B电子市场的意愿并未体现出显著性影响作用。 本研究揭示了发展中国家电子市场采纳的关键影响因素及影响路径，进一步丰富和扩展了技术采纳理论，增强了其对发展中国家的适用性及解释力，同时对于完善我国电子市场体系以及推进我国信息化进程提供了有价值的借鉴。
英文摘要：	With the ever-increasing popularity of the network and the fast development of information technology, E-commerce, boasting advantages in convenience and efficiency, gives a great impact on traditional modes of trade and industrial value chain. Among various modes of E-commerce, B2B is in a dominant position, driving the development of the entire E-commerce industry. A glance at the development of B2B E-commerce marketplace, we can see that only a few E-marketplaces attract enough business to maintain the operational overhead, while most of the marketplaces are forced to close or undergo acquisition by others. According to the statistic data coming from iResearch, of the whole revenues of Chinese B2B e-commerce service providers in second-quarter of 2008, Alibaba.com takes 53.5%, GlobalSources.com.cn takes 9.9%, Made-in-China.com takes 7.2%. The market share of the top three B2B e-commerce service providers takes 71%, and that of the rest is below 30%. The lack of clients has become an important factor affecting the survival and development of B2B E-marketplace. Therefore, it is of great significance to carry out in-depth research on key factors affecting the operation of B2B E-marketplace and provide useful suggestion on its improvement. Basing on the national conditions of China, the paper systemically discusses the factors affecting the adoption of B2B E-marketplace by business organizations, taking into account dynamic characteristics of the adoption process. The focus and contribution of this paper include three aspects: First, referring to the existing theory of adoption process and combing adoption features of E-marketplace, the adoption process of E-marketplace is divided into two stages with distinct characteristics: pre-adoption and post-adoption; Second, from the view of system, the paper analyzes and compares adoption theories by different experts. Referring to TOE（Technology-Organization-Environment）framework and the relevant theories, including innovation diffusion theory, system theory, E-readiness and so on, key factors affecting the adoption of B2B E-marketplace are summarized from three angles, namely, technology, organization and environment. On this basis, B2B E-marketplace adoption model is formed, which is separated into pre-adoption model and post-adoption model further. Last, the study tests and corrects the above mentioned theoretical models by analyzing data from Chinese enterprises. Meanwhile, with reference to the data analysis, the paper further discussion on factors and means affecting adoption of B2B E-marketplace in different stages and then compare differences and changes in the factors in pre-adoption and post-adoption stages. Conclusions of the paper include the following points: 1. In pre-adoption stage, there are six factors significantly affecting the adoption of B2B E-marketplace by organizations: Relative Advantage, Network Externality, Technology Trust, Top Manager Support, Government E-readiness and Marketplace Force E-readiness. Four factors with less influence on adoption of B2B E-marketplace by organizations include Complexity, Compatibility, IT Capacity and Supporting Industry E-readiness. 2. In the post-adoption stages of B2B E-marketplace, factors significantly affecting the adoption of B2B E-marketplace by organizations cover Relative Advantage, Compatibility, Network Externality, Top Manager Support, Government E-readiness, Marketplace Force E-readiness and Supporting Industry E-readiness, while Complexity, Technology Trust, and IT Capacity have no significant effects on the adoption process. 3. Factors with significant effects in both stages include Relative Advantage, Network Externality, Top Manager Support, Government E-readiness and Marketplace Force E-readiness. Complexity and IT Capacity play a less important role in adoption/continuous application of B2B E-marketplace in both stages. Compatibility and Supporting Industry E-readiness do not have an obvious impact on the adoption intention of organizations in pre-adoption stage, but they do contribute a lot in the continuous application intention of organizations in post-adoption stage. In pre-adoption stage, Technology Trust has a distinctive effect on the B2B E-marketplace adoption intention of organizations; however, it shows little influence on the continuous application intention of organization in post-adoption stage. This paper found out the key factors which affects the B2B E-marketplace adoption and its influence path, enrich and extend the technology adoption theory and enhance its applicability. Meanwhile, it is valuable to improve Chinese e-marketplace systems and accelerate Chinese informatization.
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