線上賣家之動態能力與績效之關係

The Relationship between Online Vendors' Dynamic Capabilities and Performance

近年來，隨著網路的普遍以及上網人口的快速成長，線上零售已經成為最重要的行銷通路。台灣網路購物的金額自 2010 年開始快速成長，2012 的台灣線上購物金額已達6，605 億元，幾乎是 2010 年兩倍。其中，B2C 的網購金額為 3，825 億元，占了六成之多，顯示線上購物商機龐大。然而，在多如過江之鯽的線上賣家中，業者要如何吸引消費者、並且脫穎而出是經營者最重要的議題。本研究應用動態能力理論，藉由個案廠商的網站內容分析，歸納線上賣家的動態能力及其對績效的影響。本研究歸納協調整合與資產兩大類的動態能力，根據線上零售業的特性，本研究進一步將協調整合能力以回應與出貨速度、以及付款與交貨的便利性來衡量之。本研究選擇 Yahoo 奇摩超級商城中的賣家作為觀察對象，因為該商城是瀏覽人數最多也是知名度最高的商城，所以從中挑選賣家，較有機會獲得規範性的建議。研究結果發現，線上賣家的協調整合能力以及資產有助於賣家評價的提升。其中，協調整合能力的回應與出貨速度、以及付款與交貨的便利性，對賣家評價的影響特別明顯。據此，本研究建議線上賣家多投注資源於協調整合能力的培育，因為此乃提升賣家評價的關鍵。

Recent years， with the spread of the Internet and the rapid growth of the Internet penetration rate， online retail has become the most important marketing channel. The amount of online shopping has increased drastically since 2010. In 2012， the amount of online shopping in Taiwan reaches 660.5 billion which is almost twice in 2010. In addition， the amount of B2C online shopping is 382.5 billion which is 60% of whole online shopping. Therefore， the potential market is still very large. However， there are too many online venders already so that practitioners are very concern about how to attract customers and to stand out from competitors. This research applied dynamic capabilities theory to conclude online retailers’ dynamic capabilities based on samples’ website content analysis and then explored the influence of dynamic capabilities on performance. This research classified two kinds of dynamic capabilities， those are coordination and asset abilities. According to the characteristics of online retail， this study further measure coordination capabilities as responding speed and convenience for payment and pickup. This research selected online vendors in Yahoo supermarket as research objectives because Yahoo is the most popular online platform with abundant website traffic. We are able to obtain normative suggestions from it. This study found that both coordination and asset abilities will enhance online vendors’ ratings. Besides that， responding speed and convenience for payment and pickup are also critical factors that will influence vendors’ ratings. Therefore， this study suggests that online venders should dedicate their resources to develop coordination capabilities， such as responding speed and convenience for payment and pickup.