企業已採用與未採用電子市集的特徵：以集群分析法來探討

Characteristics of Firms Adopting and Non-Adopting E-Marketplaces: Using Clustering Analysis to Explore

電子交易市集是一種透過網際網路交易平台、提供交易服務的新網路商業模式，並且多以專注於某特定之垂直產業或某共通需求之水平仲介平台為主。因此，相對於目前眾多的研究，多集中於探討企業加入電子市集的關鍵因素，本文嘗試以集群分析的方法，針對受測的企業，先分成已採用電子市集與尚未採用電子市集兩大類，再依來自企業本身內部e化作業的需要、來自外面環境e化競爭的壓力、來自企業最高主管的e化推力、以及採用電子市集的正面態度等四個構面加以分群，希望分群後，各群體內企業的特徵值變異量很小，而群與群之間的特徵值變異量很大，藉此提供給電子市集的經營者，作為提供客製化行銷或服務的市場區隔之用。

E-marketplace is a new Internet business model by offering electronic trade via cyber spaces, and frequently focuses on a vertical industry or horizontal common service. Accordingly, comparing with prevailing researches (most of them highlight on critical factors of adopting e-marketplaces), this work attempts to employ cluster analysis to classify surveyed firms based on e-marketplace adoption/non-adoption and four constructs: needs from business inward e-operation, pressures from business outward e-competitiveness, push from business CEO, and attitude to adopting e-marketplace. Characteristics of enterprises between groups and within groups are explored and these results can provide insights of customizing marketing or service to the management of e-marketplaces.