| Summary: | 碩士 === 國立暨南國際大學 === 國際企業學系 === 95 === Since e-commerce can be considered as an innovation, many scholars have been interested in studying e-commerce related areas. However, former literature mainly focuses on the internal effects of adopting e-commerce, paying scant attention to the influence from external effects. This study not only hinges on the influence of organizational effects but also those of external effects. That is, a social network analysis and an autocorrelation model are employed to identify the situation of diffusion in e-commerce among 88 sectors in Taiwan’s Industrial Structure, then divide the 88*88 matrix into a 59*59 manufacturing matrix and a 29*29 service matrix to perform the comparative analysis. The empirical results of contagion effects show that e-commerce diffusion within Taiwan’s industry is influenced by a cohesion model that differs from the results in manufacturing and service; namely, these two industries are influenced by structural equivalence. The empirical results of organizational effects indicate that only the R&D intensity affects all sectors’ adoptive decisions within each industrial structure. Drawing on a social network analysis and an autocorrelation model, this study outlines a complete methodology for testing the diffusion mechanism, and provides direction on the diffusion of innovation.
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