传统企业实施电子商务的战略目标和效果的比较研究【外文翻译】.doc

1、1本科毕业论文外文翻译外文文献译文标题传统企业实施电子商务的战略目标和效果的比较研究资料来源信息技术杂志，2008年第3期作者OZLEMSIPAH，OZGURDOGERLIODLU摘要本文的目标是研究在不同领域影响电子商务中的几大原因，比较电子商务在不同领域影响企业目标的效果，分析各原因之间的关系。在研究范围内，以来自旅游业、金融业和纺织业的75家企业作为主要行业代表，进行比较研究。本论文定义并证实了44项调查，采用了T检验和回归分析法来探索电子商务在企业中的成效。研究发现，电子商务给供应商和企业高层带来的成效是正面积极的。同时，也有带来不少负面影响。引言网络行为方便了人们的生活方式，改变了人

2、们的工作方式。企业间的竞争越来越激烈，为了不被时代淘汰，企业也在不断增进技术。本文的研究目标是探索电子商务在不同领域取得企业成效在使用方法上的区别及其重要性。旅游业、金融业和纺织业分别作为三个不同的代表领域，在进行几项分析后，对比各不同领域，从而全面地了解主题。在近些年，网络极大地影响着人们的生活和生活方式。它使得许多公司应用电子商务进行商业活动，从事电子交易成为可能。企业由传统的发布供给信息转向以消费者需求为主而提供个性化产品和服务，由单对单的单向组织结构转向多对多的双向组织结构。在采用电子商务这项新技术前，许多公司都进行了详细的调查。然而，也有许多企业是基于竞争经验来投资这项技术的。理论背

3、景企业更倾向用不同的策略来提高效益。在这些策略中，有的是运用信息科技来增强自身的竞争力。支持企业成功的管理理论的资源称作企业的资源基础理论。传统企业转型到电子型企业需要在企业内不同流程中进行投资。供应商、客户和其他2方的管理关系的电子改善主要是根据企业内部的财力。作为一个广泛使用的术语名词，电子商务可以被定义为通过电脑网络买卖，移交货物、服务和信息的过程，包括网络技术，如电子数据交换，电子资金转账和电子邮件；网络行为，如电子商务网页。根据企业对电子商务的用法，它可分为三个基本类型传统企业、传统商务与电子商务结合的企业及虚拟企业。B2B电子商务的定义一个企业和其贸易伙伴使用网络和上线技术进行交易

4、的过程。信息技术，作为一个重要角色，方便了供应商和顾客之间的互动。作为连接供应链成员的电子手段，电子商务改善了商业伙伴的关系。B2B电子商务的发展为企业在供应链网络管理和电子采购、配送、通讯、销售和营销及商业伙伴间的金融体系等方面带来了新的优势。在B2B电子商务的影响中，主要的好处是建立了一个新的更符合成本效益的供应链网络，它可以创造属于所有电子商务的约为90的价值和规模。因此，很多企业认为B2B电子商务是提高他们的业绩与收益率的必要手段。B2B电子商务使企业能够在更大的领域里活动且可让供应商参与他们的新产品开发活动，这导致了生产率的提高。B2C电子商务（也简称为网络零售）可以被定义为企业与消

5、费者之间的网上零售交易。CHUN和KIM认为，随着互联网的普及，企业可以通过网络使各类产品信息更多的流入到消费者手中，而网络上很多的宣传工具几乎是免费的，因此，互联网即能减少企业的运营成本又能提供更多企业产品信息。网上购物的方便性使消费者愈来愈喜欢选择网上购物而非传统买卖模式。促使客户进行网上购物的因素有更广泛的选择，有竞争性的价格和获得更多信息。网站是B2C电子商务环境下最重要的因素之一，它的可用性和设计态度如延迟下载、导航、内容、互动性、反应能力、信息质量、服务质量、系统使用、游戏和系统设计质量等可以被认为是影响用户满意度的关键因素。而B2B2C的电子商务可以解释为B2B与B2C电子商务的

6、结合。这种关系可以看出，当顾客不能够或不喜欢通过互联网直接订购时，企业的经销商会提供产品的信息，给予相关建议和咨询及采取订单。消费者对消费者（C2C）电子商务可以被定义为一个可以促进个人或中小企业之间的交易的电子商务服务平台。通过C2C电子商务，来自不同国家的客户可以互相交流，以便发展中国家的市场可以进入世界各地，并且对国家的政治、经济和社会3结构产生积极的影响。移动电子商务可以被描述为通过无线通信网络进行的直接或间接的有货币价值的任何交易。移动电子商务有几个优点，如流动性、方便的网络连接、普遍性、个性化、灵活性和易于传播。非商业电子商务是非盈利组织的一种类型，它是由学术机构这样的非商业组织执

7、行的电子商务活动。它不像以前那样仅仅提供一些理论的东西，而是更关注于电子商务的发展及电子商务的技术交流与合作，特别是提升企业的互联网应用水平，从而提高企业的交易率。企业实施电子商务的主要好处可以概括为全球扩展，节约成本，供应链的改善，定制，市场定位和扩张，快速的上市时间，降低通信成本，更便宜的产品和用品，更好的客户关系。电子商务的缺点是缺乏质量、安全性和可靠性标准，传统系统和电子商务软件的整合难题，不便的互联网访问，客户对接触到和感觉到的产品的偏好，文化差异，缺乏高层管理人员的保证。材料和方法在写论文初期，准备了一个问卷调查初稿。主要的问卷调查有一组人员参与并征集了他们的意见。在修改调查报告之

8、后，被分别通过邮件发往金融、旅游和纺织三个领域的从事网络交易的25家企业。给予反馈的公司数目如下，金融领域16家，纺织领域15家，旅游业14家。理论形成和分析在问卷调查中，企业采用电子商务的战略性目标和企业目标紧密联系。可靠性分析法被运用于战略性目标。通过计算克隆巴赫系数，一些不符合战略性目标的目标被去除了。剩下的目标将会被进一步分析。结果和讨论在线连接个体理论1在电子商务交易中的个体会因领域不同而有所变化。参与组织的网络活动理论2A在电子商务交易中的个体会因领域不同而有所变化。第一个理论通过方差分析法证明得出处于不同领域的电子商务主体无明显差异。结果呈相似。理论2B供应商网上交易的表现方式在

9、不同领域也有所不同。理论会被方差分4析法证实。之后采用克鲁斯卡算法来测试结果是否合适。网络行为的目标这是另一项在实施电子商务企业中对企业目标的重要分析。各目标的反馈是根据企业来划分排列的。目标效益目标效益是根据他们的重要性来排列的。网络行为问题的重要性在进行网络交易时，会出现各种问题。企业高层支持这是问卷调查的最后一部分，是根据企业高层的关注度来排序的。重要性和目标效益的关系理论3目标的重要级别和效果级别没有差异。通过定分析法，目标效果并没有随其重要性变化而成比例的变化。线性回归分析结果为了明确不同目标之间的效益关系，采用了线性回归分析。首先，计算并评估各企业的效益的平均值。其次利用克鲁斯卡算

10、法对比各案例的结果。结果发现，效益的平均值的分布类似于正态分布。因此，平均值可以用于回归分析。总结和拓展研究论文研究的目的是检测不同领域的使用频率，电子交易的重要性，效果级别，以及高层管理面临的问题。通过对比分析研究结果，理解各领域的不同点，开发一个描述电子商务影响企业目标效果的模式。通过论文分析总结得出，旅游业、金融业和纺织业由网络连接的公司并无明显差异。供应商和客户的电子商务也不存在明显区别。当效果级别被比较之后，金融业的效果级别高于其他两个行业。同样的，分析了金融行业电子商务的重要性和企业高层的支持，企业高层支持更加重要。当对每个目标的重要性与有效性比较之后，观察到目标的重要性与效果级别

11、之间没有直接关系。最后用回归分析法分析影响目标效益的原因。绝大多数供应商的网络行为对目标效益的影响是积极的。但同时也有少数商家的影响是消极负面的。在本文研究基础上，可以更加深入探讨这个话题。因为通过分析网上用户的关系、网上用户的活动、电子商务目标的重要性、面临的各种问题，以及企业高层的支持力度，一个研究目标效益的模式已经被建立。此外，根据不定因素，各个行业也作了比较研究。5本论文的局限性主要是参与问卷调查企业的反馈尚未到位，在收集各行业的数据时遇到了困难。如果行业数目能够增加，调查范围能扩大，调查的数据结果会更加精确化。6外文文献原文TITLESTRATEGICAIMSANDEFFECTIVE

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39、HA,SOMEOFTHEOBJECTIVESTHATARENOTCONSISTENTWITHTHERESULTSOFRELATEDSTRATEGICAIMSWEREREMOVEDFURTHERANALYSESWERECONDUCTEDUSINGTHEREMAININGOBJECTIVESSINCELIMITVALUEFORCRONBACHSALPHAISTAKENAS060ALPHAVALUESGREATERTHAN060WEREINCLUDEDINTHEOTHERTESTSINTHEFIRSTPARTOFTHEANALYSES,NUMBEROFONLINEPARTIESINEACHSECTO

40、RHASBEENOBSERVEDINTHESECONDPART,NUMBERANDCHARACTERISTICSOFONLINETRANSACTIONSAREEXAMINEDINFURTHEROBSERVATIONS,OBJECTIVESOFTHECOMPANIESFORUSINGECOMMERCEACTIVITIESANDTHEEFFECTIVENESSRATESOFTHESEOBJECTIVESAREANALYZEDEACHOBJECTIVEISEVALUATEDINORDERTOGETANOVERVIEWINTHENEXTPARTOFTHESURVEY,PROBLEMSOCCURRING

41、DURINGTHEADAPTATIONOFECOMMERCEACTIVITIESANDTOPMANAGEMENTSUPPORTARERANKEDBYTHERESPONDENTSFINALHYPOTHESESAIMTOANALYZETHEEFFECTOFALLSECTIONSTOEFFECTIVENESSRATEINDEPENDENTVARIABLESARESELECTEDASNUMBEROFPARTIESUSINGECOMMERCE,NUMBEROFCUSTOMERACTIVITIESPERFORMEDONLINE,NUMBEROFSUPPLIERACTIVITIESPERFORMEDONLI

42、NE,IMPORTANCEOFOBJECTIVES,IMPORTANCEOFPROBLEMSANDTOPMANAGEMENTSUPPORTAVERAGEHYPOTHESESOFTHISSTUDYARESUMMARIZEDINTHERESEARCHMODELSHOWEDINFIG1RESULTSANDDISCUSSIONONLINECONNECTEDPARTIES11HYPOTHESIS1PARTIESINVOLVEDINONLINETRANSACTIONSVARYDEPENDINGONTHESECTORFIRSTHYPOTHESISHASBEENTESTEDWITHANOVASIGNIFICA

43、NCELEVELISFOUNDAS0563ANDH0ISACCEPTEDTHEREISNOSIGNIFICANTDIFFERENCEBETWEENTHESECTORSINTHEPARTIESINVOLVEDINONLINETRANSACTIONSAFTERANOVAISCONDUCTED,ASIMILARTEST,KRUSKALWALLISHASALSOBEENAPPLIEDNORDERTOTESTIFTHERESULTSARECOMPATIBLETHERESULTSWERECOMPATIBLEONLINEACTIVITIESPERFORMEDBYTHEORGANIZATIONSHYPOTHE

44、SIS2ATYPEOFONLINETRANSACTIONSFORCUSTOMERS,PERFORMEDITHEORGANIZATIONSVARIESDEPENDINGONTHESECTORHYPOTHESISHASBEENTESTEDWITHANOVASIGNIFICANCELEVELISFOUNDAS0708ANDH0ISACCEPTEDTHEREISNOSIGNIFICANTDIFFERENCEBETWEENTHESECTORSINTHEONLINETRANSACTIONSFORCUSTOMERSKRUSKALWALLISHASALSOBEENCONDUCTEDTOSEEWHETHERTH

45、ERESULTSARECOMPATIBLERESULTSWERESIMILARHYPOTHESIS2BTYPEOFONLINETRANSACTIONSFORSUPPLIERS,PERFORMEDINTHEORGANIZATIONSVARIESDEPENDINGONTHESECTORHYPOTHESISHASBEENTESTEDWITHANOVASIGNIFICANCELEVELISFOUNDAS0011ANDH0ISREJECTEDTHEREISSIGNIFICANTDIFFERENCEBETWEENTHESECTORSINTHEONLINETRANSACTIONSFORSUPPLIERSAF

46、TERANOVAISCONDUCTED,ASIMILARTEST,KRUSKALWALLISHASALSOBEENAPPLIEDNORDERTOTESTIFTHERESULTSARECOMPATIBLETHERESULTSWERECOMPATIBLEOBJECTIVESOFONLINEACTIVITIESANOTHERIMPORTANTANALYSISISCONDUCTEDFORTHECOMPANYOBJECTIVESFORIMPLEMENTINGECOMMERCERESPONDENTSRANKEDTHEIMPORTANCEOFEACHOBJECTIVEONTHELISTACCORDINGTO

47、THEVIEWOFTHEIRORGANIZATIONWHENTHETOURISMSECTORISANALYZED,16OBJECTIVESOUTOF26WEREMARKEDASVERYIMPORTANTOBJECTIVESWITHTHEHIGHESTMEANSARE,GAININGNEWCUSTOMERSVIAWEBSITE,INFORMATIONCUSTOMERSABOUTTHEPRODUCTS/SERVICESANDMEANVALUESARE,DECREASINGEMPLOYEECOSTS,GENERATINGFLEXIBLEWORKINGOPPORTUNITIESANDIMPROVING

48、DATAENTRANCEFAULTSINTHEFINANCESECTOR,16OBJECTIVESOUTOF26OBJECTIVESARESELECTEDASVERYIMPORTANTTHEMOSTIMPORTANTFACTORSAREOBSERVEDAS,FACILITATINGTHEORGANIZATIONSTOGAINCOMPETITIVEADVANTAGE,DECREASINGOPERATIONALCOSTSANDINCREASINGSALESOBJECTIVESWITH12THELEASTMEANVALUESARE,DECREASINGMARKETINGCOSTS,KEEPINGLE

49、SSSTOCKANDPROVIDINGCOMMUNICATIONCONTINUITYWITHSUPPLIERSASTHETEXTILESECTORISOBSERVED,23OBJECTIVESOUTOF26ARESELECTEDASVERYIMPORTANTTHEHIGHESTMEANVALUESBELONGTOTHEFACTORS,INCREASINGSALES,IMPROVINGINTRAORGANIZATIONALCOMMUNICATIONANDORDER/DELIVERYTIMEIMPROVEMENTOBJECTIVESWITHTHELEASTMEANVALUESARE,GAININGNEWCUSTOMERVIAWEBSITEANDMARKETPENETRATIONINTHELOCALMARKETSEFFECTIVENESSOFOBJECTIVESOBJECTIVESTHATARERANKEDACCORDINGTOTHEIRIMPORTANCEAREALSOEVALUATEDACCORDINGTOTHEIREFFECTIVENESSINTHENEXTPARTOFTHEQUESTIONNAIREEFFECTIVENESSWASMEASUREDWITHAFIVEPOINTSCALEFOR20,40,60,80AND100EFFECTIVENESSINTHETOURI