Efficiency or Inefficiency? Using Two-Stage Dea to Evaluate the Operating Efficiency of Internet Channels

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基本資料

Project title

Code/計畫編號

NSC98-2410-H126-004

Translated Name/計畫中文名

應用二階段資料包絡分析法評估網路通路經營效率之研究

Funding Organization/主管機關

National Science and Technology Council

Co-Investigator(s)/共同執行人

涂宏任(計畫主持人)

Department/Unit

Providence University Department of International Business

Website

https://www.grb.gov.tw/search/planDetail?id=1857413

Year

2009

Start date/計畫起

01-08-2009

Expected Completion/計畫迄

31-07-2010

Co-Investigator(s)

Ming-Feng Yang

Bugetid/研究經費

511千元

ResearchField/研究領域

經濟學

隨著網際網路盛行，愈來愈多的公司探索新型態的配銷通路，i.e. 網路通路 (Internet Channels)，因此在固有的實體通路系統下導入網路通路對現今行銷環境是一個重大的挑戰。然而，針對網路通路進行績效評估並探索相關議題的績效意涵之實證研究卻相當有限，為使網路投資的效率和效能最大化，了解網路通路的績效意涵也就變得格外重要。為了填補文獻的缺口，本研究試圖採取兩階段的方法，也就是結合資料包絡分析法(Data Envelopment Analysis)與Tobit 迴歸，以探討導入網路通路的經營效率並進一步瞭解影響經營效率的決定因素。具體來說，本研究的目的如下： 1. 採用同時考量多重投入與產出變數的DEA 方法評估網路通路之經營效率。 2. 藉由 Tobit 迴歸探討網路通路經營效率之決定因素。 3. 提供管理者制定行銷通路政策的相關資訊以增加其經營效率。由於金融服務業在既有的通路組合中增加網路通路已成為無可避免的趨勢，因此本計畫擬以金融服務業為研究樣本進行相關議題探討，本計畫將有助於管理者擬定行銷通路策略，為資源配置與行銷通路組合提供一個重要的參考方向。 The emergence of the Internet has forced a wealth of firms to explore a new form of channels of distribution, i.e., Internet channels. Managing the impact of introducing an Internet channel into an existing distribution system is probably one of the greatest challenges today. Nevertheless, few empirical studies undertake comprehensive Internet channels evaluation and provide direct evidence on their performance implications. Thus, it becomes important to understand these issues in order to maximize the effectiveness and efficiency of Internet investments. In order to fill in the literature gap, this research attempts to adopt a “two-stage” approach, combining Data Envelopment Analysis (DEA) with Tobit regression, to investigate the operating efficiency and determinants of Internet channels. To elaborate, the objectives of this study are listed as follows: 1. to measure the operating efficiency of Internet channels founded on DEA approach along both the multiple input and output variables simultaneously. 2. to investigate the determinants of the Internet channels operating efficiency through Tobit regression. 3. to provide valuable information for guiding the policy-making towards increased efficiency. Empirical data are collected from the financial service sector in Taiwan. This is particularly evident in this sector where transactions do not require interpersonal interaction, with the Internet consequently serving as a new distribution channel. This research aims to provide guidelines for managers and will eventually benefit policy-making in resource allocation and in strengthening its management.

Keyword(s)

網路通路
資料包絡分析法
Tobit 迴歸
績效評估
Internet Channels
Data Envelopment Analysis (DEA)
Tobit_x000d_ Regression
Performance Evaluation

DSpace CRIS

Efficiency or Inefficiency? Using Two-Stage Dea to Evaluate the Operating Efficiency of Internet Channels

基本資料

Description