電子化行銷導向之量表發展與驗證

The Development and Validation of a Measurement Scale of Electronic Marketing Orientation

以電子化設備快速整合服務提供者與使用者，依情境衍生出不同的應用型態為當前企 業積極推動的創新營運模式。其中，電子化行銷為企業可利用的戰略方針之一，因為它不只單純的利用網際網路來進行行銷活動，亦包含了有效利用網路資訊科技，以支援企業需求。由於電子化行銷導向之衡量構面與題項尚未有一明確的衡量構面與指標，而因實務上行銷人員在電子化行銷規劃上的實用價值性，及相關理論的完整性，本研究即提出包含文化哲學、電子化行銷發展、系統建置與整合三個構面的電子化行銷導向的架構，以有效解釋其所隱喻的內涵。經由二階段的資料驗證過程，本研究提出衡量的量表共計14題，提供後續相關研究者與企業實務施行者，做為應用與推動的參考依據。

Nowadays, firms have realized the importance of using electronic facilities for supporting services to their customers and suppliers. In this context, electronic marketing orientation is regarded as a strategic weapon for firms to support their outcomes. Given the important issue for electronic marketing orientation, this present research tried to develop an electronic marketing orientation scale. Following the rigor procedure for scale development, reliability, exploratory factor analysis, and confirmation factor analysis are used to validate the instrument. According to the empirical data collected from companies in Taiwan, finally, a revision containing 14 items for measuring electronic marketing orientation is generated. The measurement scale contains of 3 sub-constructs, namely philosophy, e-marketing initiation, and system implementation and integration. This rigorous two-stage scale development step is to provide good reliability and validity for this measurement scales. We hope this scale can provide practitioners, researchers, and marketers for understanding the characteristics of electronic marketing orientation.