The Relationship between E-commerce and Original Brand

• Main Authors: Lin, Hong Tse, 林宏澤
• Other Authors: Jean, Bryan
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/9n8ka8

碩士 === 國立政治大學 === 國際經營與貿易學系 === 104 === In recent years, many OEM SMEs in Taiwan are striving to build their own brand through E-commerce. The fact that lots of these firms are building their own website, shows that they are engaging a huge amount of company resources in developing their E-commerce capability. In previous literatures, scholars have argued about whether E-commerce is a chance to SMEs. On the one hand, some proposed that E-commerce reduce the communication cost between firms and their customers, so it is a chance for SMEs to match up with their big competitors. On the other hand, however, some also concerned that E-commerce will make the competition more severe through providing information transparency, and thus E-commerce may not be that promising for SMEs. Previous studies on E-commerce focus mostly on its effect on profit generating, cost reducing, inventory managing and customer loyalty building for the firm. Researches on the effect of E-commerce to help building own brand manufacturing business model are still limited. Thus, the main purpose of this study is to assess the relationship between E-commerce capability, and own brand building performance through an empirical analysis. And also, try to identify the factors that modify this relationship. Our result shows that, a positive relationship exists between E-commerce capability of a firm and its own brand performance. Also, customer orientation of a firm positively modifies this relationship. Finally, E-commerce contribute more to own brand building in traditional manufacturing industry than in high-tech manufacturing industry.