競爭性、文化智商與出國工作意圖之關聯－自我效能的中介作用
CROSS BORDER E-COMMERCE COMPANIES' EVALUATION MODEL FOR OVERSEAS WAREHOUSING
AND LOGISTICS SERVICE PROVIDERS
陳欣
亞洲大學經營管理學系研究生
吳欣蓓
東吳大學企業管理學系助理教授
Hsin Chen
Graduate Student, Department of Business Administration,
Asia University
Hsin-Pei Wu
Assistant Professor, Department of Business Administration,
Soochow University
摘要
本研究在探討競爭性、文化智商、自我效能和出國工作意圖之關聯。依據自我決定論推導競爭性與文化智商對出國工作意圖的直接關係，也就是大學應屆畢業生可能為了滿足能力需求而決定出國工作的關係，並提出自我效能機制來連結能力感、文化智商和追求具挑戰性目標（如出國工作意圖）的中介歷程。本研究對象為台灣地區國、私立大學之應屆畢業生，共計發放370份，回收有效問卷為306份，有效回收率為82.7%。結果顯示，大學應屆畢業生的競爭性越高，出國工作意圖越高；文化智商越高，自我效能和出國工作意圖也越高，其中自我效能具部分中介效果。除此之外，調節認知性文化智商會透過自我效能的提高，進一步影響出國工作意圖，因此，自我效能具部分中介效果。
關鍵字：出國工作意圖、競爭性、文化智商、自我效能
ABSTRACT
This study aimed to assess the relationships among the competition, cultural intelligence (CI), self-efficacy, and overseas work intention. According to the self-determination theory, we conducted direct relationships from the competition and cultural intelligence to work overseas intention. That is, senior students might decide to work overseas to fulfill the competence need. The authors also proposed the self-efficacy mechanism to link the perceived competence to the belief in oneself with competence, and then the belief encourages students to pursue a challenging goal of working overseas. The study collected data from 370 senior students in both public and private universities in Taiwan. A total of 306 participants returned valid responses making the valid response rate 82.7%. The results revealed that students possessing more competition leads to having higher overseas work intention. The more cultural intelligence they have, the more self-efficacy and overseas work intention they showed. Self-efficacy had a partial mediating effect on the CI-intention relation. Furthermore, metacognitive CI was positively related to both self-efficacy and overseas job intention. Self-efficacy thus had a partial mediating effect on the path from metacognitive CI to overseas work intention.
Keywords: Competition, Cultural Intelligence, Self-Efficacy, Overseas Work Intention
跨境電商對海外倉儲物流服務業者的評估模式
CROSS BORDER E-COMMERCE COMPANIES' EVALUATION MODEL FOR OVERSEAS
WAREHOUSING AND LOGISTICS SERVICE PROVIDERS
何應欽
中央大學工業管理研究所教授
周志峰
中央大學工業管理研究所博士生
楊喬凱
中央大學企業管理學系博士生
洪德俊
中央大學企業管理學系副教授
Ying-Chin Ho
Professor, Institute of Industrial Management,
National Central University
Chih-Feng Chou
Ph.D. Student, Institute of Industrial Management,
National Central University
Chiao-Kai Yang
Ph.D. Student, Department of Business Administration,
National Central University
Der-Juinn Horng
Associate Professor, Department of Business Administration,
National Central University
摘要
近年來由於跨境電子商務的快速崛起，跨境物流活動也愈來愈頻繁。跨境電子商務企業（簡稱跨境電商）仰賴海外倉儲物流服務業者將其商品送至顧客的手中，擁有優良的海外倉儲物流夥伴是跨境電商於海外市場成功的重要關鍵要素之一；也因此，如何評選海外倉儲物流服務業者，對跨境電商而言是一個重要的問題。本研究首先透過文獻探討與專家訪談彙整出評估構面、準則與指標，並請專家確認各指標的重要性，然後以層級分析法來決定各指標之權重值並建構評估模式。本研究亦產生海外倉儲物流服務業者之測試案例，來驗證評估模式於實務中運作之可行性。研究結果顯示前十名的指標為：配送可靠度、配送客製化服務、倉保安全度、倉保全面性、快速通關服務、到府收送服務、倉保便利性、貨款代收服務、通關代理服務、配送時間廣度與配送管理（最後兩項並列第十名）。在這些指標中，五個與配送有關，三個與倉保有關，兩個與通關服務有關，可見跨境電商是很重視海外倉儲物流服務業者之貨品配送能力、倉保能力與通關服務能力。本研究亦彙整一份「跨境電商選擇海外倉儲物流服務業者評鑑表」來為跨境電商評量其海外倉儲物流服務業者時的參考。最後，本研究對前十名指標的管理意涵加以討論，也對跨境電商以及海外倉儲物流服務業者提出營運上的建議。
關鍵字：跨境電商、海外倉儲物流服務業者、評估模式、層級分析法
ABSTRACT
In recent years, due to the rapid rise of cross-border e-commerce, cross-border logistics activities have become more frequent. Cross-border e-commerce companies rely on overseas warehousing and logistics service providers to deliver goods to customers. Having excellent overseas warehousing and logistics partners is one of the important key elements for cross-border e-commerce companies to succeed in overseas markets. Therefore, how to evaluate overseas warehousing and logistics service providers is an important issue for cross-border e-commerce companies. This research first summarizes the evaluation dimensions, criteria and indicators through literature discussion and expert interviews, and asks experts to confirm the importance of each indicator. Then, the AHP (Analytic Hierarchy Process) method is used to determine the weight of each indicator and construct an evaluation model. This study also generates different test cases of overseas warehousing and logistics service providers to verify the feasibility of the evaluation model in practice. The research results show that the top ten indicators are: distribution reliability, customized distribution services, warehousing safety control, comprehensive warehousing and storage capabilities, fast customs clearance services, delivery to home services, convenience of warehousing, payment collection services, customs clearance services, distribution time span and distribution management (the last two items are tied for tenth). Among these indicators, five are related to distribution, three are related to warehousing, and two are related to customs clearance services. It can be seen that cross-border e-commerce companies attach great importance to the goods distribution capacity, warehousing capacity and customs clearance service capacity of overseas warehousing and logistics service providers. This study also provides an evaluation form for cross-border e-commerce companies to evaluate their overseas warehousing logistics service providers. Finally, this study discusses the management implications of the top ten indicators, and also provides operational recommendations for cross-border e-commerce companies and overseas warehousing and logistics service providers.
Keywords: Cross-border E-commerce Company, Overseas Warehousing and Logistics Service Provider, Evaluation Models, AHP
回目錄
EXPLORING THE FISSION MARKETING OF RE RED ENVELOPE
陳品全
政治大學科技管理與智慧財產所碩士
邱奕嘉
政治大學科技管理與智慧財產所教授
Pin-Chuan Chen
Graduate student, Graduate Institute of Technology Innovation & Intellectual Property Management
National Chengchi University
Yi-Chia Chiu
Professor, Graduate Institute of Technology Innovation & Intellectual Property Management
National Chengchi University
摘要
「裂變行銷」是近來年流行在中國的行銷手法，它可以讓企業在短時間內透過用戶拉新的方式快速成長，近年深受新創企業的青睞。然而目前有關裂變行銷的相關研究甚少，甚至何謂裂變行銷也未被學術界清楚的定義。本研究將裂變行銷與口碑行銷、病毒行銷、聯盟行銷等發展較成熟的行銷手法進行比較，並選擇阿爾伊公司於2017年所推出的點數回饋平台「RE紅包」作為個案，深入探討裂變行銷的本質以及平台企業應用裂變行銷時的特性。
本研究提出了裂變行銷架構圖說明裂變行銷中消費者從受眾成為用戶，再進一步成為分享者的轉變，以及採用門檻、分享門檻、用戶終身價值三者的互動關係。主要結論包括：（1）裂變行銷屬於口碑行銷、病毒行銷、聯盟行銷等行銷模式的演變，其結合了這三種行銷手法的部分概念，擁有可不斷擴散又可確保消費轉換的優點。（2）裂變行銷打破了消費者與合作夥伴的疆界，企業透過提供用戶推廣獎勵、推廣工具等讓用戶發揮自己的社會資產幫企業拉新用戶。（3）裂變行銷可在推廣活動中創造出額外的價值，甚至還能提升推廣者與被推廣者的關係。（4）平台企業可善用多邊用戶的特性強化裂變行銷的效果，甚至讓部分用戶共同分擔補貼費用。（5）病毒行銷除了著眼於「選擇」適當的種子用戶之外，亦可參考裂變行銷的方式主動「創造」種子用戶。
關鍵字：裂變行銷、社交裂變、RE紅包
ABSTRACT
“Fission Marketing” allows enterprises to grow rapidly by acquiring new users through the effort of their existing users. It became a buzz among start-up companies, especially in the Chinese market. However, researches on the topic stay rare, and the notion of “Fission Marketing” has not yet been defined academically. We conducted a case study on “RE Envelope”, a points reward platform created by RE company in 2017, and we develop fission marketing theory from several mature marketing theories like Word of Mouth, viral marketing and affiliate marketing. In this paper, we discuss the essence of fission marketing and analyze the scenarios when platform enterprises applied this marketing approach.
We propose a fission marketing framework, based on the journey of consumers, starting from becoming a target audience, next, turn into users, finally transform into promoters. The framework furthermore explains the relationship between entry barriers, promotion barriers, and user lifetime value. Our main findings include: (1) Fission marketing is new marketing that evolves from word-of-mouth marketing, viral marketing, and affiliate marketing. Fission marketing integrates parts of these three marketing methodologies. It keeps both high spreading and convention rate. (2) Fission marketing breaks the boundary between consumers and business partners. By providing promotion rewards and promotion tools, companies acquire new users with the power of existing users leveraging their social capital. (3) Fission marketing create additional value from promotion activities, which at the same time improve the relationship between promoters and audiences. (4) Platform business could benefit from its multi-side market characteristics to amplify the effect of fission marketing; moreover, it is able to share the costs of subsidy with part of the users. (5) Viral marketing focuses on identifying "the right seed users", it could also learn from fission marketing, consider creating their own seed users.
Keywords: Fission Marketing, Social Fission, Red Envelope
回目錄
數位教學影音與深刻學習對學生學習成效之影響－以金融審計課程為例
EVALUATING THE LEARNING EFFECTIVENESS FOR USING E-LEARNING METHOD
AND DEEPER LEARNING IN A FINANCIAL COMPUTER AUDITING COURSE
賴虹霖
致理科技大學會計資訊系副教授
Hung-Lin La
Associate Professor, Department of Accounting Information,
Chihlee University of Technology
摘要
由於資訊與網路科技的進步，數位學習是教育的趨勢。使用「線上數位學習」的目的是期望能讓教學資源比「實體傳統教學」能更被充分使用，且能更節省教學精力與時間。而所有於教育中所學的專業知識，最終仍是要回歸到實務上的運用，因此，如何讓學生在學習時能夠有實務上的思維，亦是一項重要的議題。本研究係針對某私立科技大學的「金融（電腦）審計」課程進行數位學習（e-learning）與深刻學習（deeper learning）之教學實驗。實證結果顯示，透過數位教材輔助教學之課程的學習成效顯著優於未使用數位教材輔助教學者；而有導入實務個案於教學作為深刻學習應用之課程在學習滿意度上顯著高於未導入實務個案之課程，實驗班級之學生在證照成績亦顯著優於對照班級。綜上，以數位教材做為數位學習輔助確實能有效提升學生之學習成效，研究結果可做為教師未來使用數位學習輔助課程進行教學活動或設計數位學習課程時的參考。
關鍵字：行動研究、深刻學習、數位學習、學習成效
ABSTRACT
Due to the rapid development of information and network technology, there is a trend now to employ e-learning in regular education. Using e-learning methods rather than traditional teaching methods can help minimize time and expenditures, and the resources also can be fully utilized by learners. However, how to put professional knowledge into practice is another important issue. This study takes the form of experimental observation by attempting to know the learning effectiveness of Financial (Computer) Auditing courses for university of technology students when using different learning strategies (traditional teaching method and blended e-learning with deeper learning contents). The results verify that learning effectiveness is significantly better from the course using e-learning materials to assist teaching in Financial (Computer) Auditing courses than the one that does not use e-learning materials. Moreover, the degree of learning satisfaction is significantly better from the course that blends with deeper learning contents in Financial (Computer) Auditing courses than the one that does not blend with deeper learning contents. In the result of the professional certification exam, the course that blends with deeper learning contents is significantly better than the one that does not blend with deeper learning contents.
Keywords: Action Research, Deeper Learning, E-learning, Learning Effectiveness
商管科技季刊 Commerce & Management Quarterly
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