Electronic Market Orientation : It's Dimensions and Measurement Scale

• Main Authors: Sung, Pei-Chen, 宋沛宸
• Other Authors: Chen, Yue-Yang
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/04533627427680389426

碩士 === 義守大學 === 管理學院管理碩士在職專班 === 101 === Nowadays, firms have realized the importance of using electronic facilities for supporting services to their customers and suppliers. For achieving a higher value about operating activities, firms must emphasis on R&D and technological development to integrate customer needs and develop the capabilities for searching and acquiring information via e-Business tools. In this context, electronic market orientation is regarded as a strategic weapon for firms to support their outcomes. Given the important issue for electronic market orientation, this present research tried to develop an electronic market orientation (EMO) scale. Following the rigor procedure for scale development, reliability, exploratory factor analysis, and confirmation factor analysis will be used to construct the instrument. According to the empirical data collected from companies in Taiwan, finally, a revision containing 23 items for measuring electronic market orientation is generated. The measurement scale contains of 3 constructs, namely responsive market orientation, proactive market orientation, and system integration. This rigorous two-stage scale development step is to provide good reliability and validity for this measurement scales. We hope this scale can provide practitioners, researchers, and marketers for understanding the characteristics of electronic market orientation.