| Summary: | 碩士 === 國立高雄第一科技大學 === 國際管理碩士學位學程 === 99 === Abstract
In recent years, the number of consumers using the Internet to purchase goods and services is growing. Online shopping has become a common way in electronic commerce environment that enables consumers to search for information and purchase products or services. It has become a critical issue to leverage websites resources and creating value for the customer through direct interaction with the online store and securing a competitive advantage in the marketplace.
In the context of the new dominant logic as espoused by Vargo and Lusch who focus on operant resources, this research examines the role of operant resource-based capabilities (innovation-based, marketing-based, collaborative and absorptive) as antecedents to websites’ value offering. In this research model, value offering is
proposed as a second-order construct measured via two components which includes relationship building, and co-creation value. Data collected from 200 buyers with the experience of using online shopping websites. This study shows that innovation-based, marketing-based and collaborative capabilities have significant influence on value offering, while absorptive capability is insignificant influence on value offering. Implications for theory and practice suggestions for future research are discussed.
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