| Summary: | 博士 === 元智大學 === 管理學院博士班 === 107 === In recent years, the development of Cloud Computing has been unstoppable. The Cloud Customer Relationship Management often has far-reaching impacts on the success or failure of enterprises. However, studies on how “enterprise customers” utilize the Cloud Customer Relationship Management System (CCRM) are scarce. Equally scarce are studies on “intention to use” of the Cloud Customer Relationship Management System by way of using Motivation Theory’s reward system. This study used Technology Acceptance Model (TAMI) (Davis, 1989) as the basis and combined the concepts of perceived ease of use, perceived usefulness, experience, intention to use, and reward system from the Motivation Theory as the framework to explore the “intention to use”CCRMs by the small-medium manufacturers in Taiwan.
As such, the three main focuses of this study are (1) investigating the frequency distribution of the small-medium manufacturer CCRM users’ individual variables after they have used CCRMs and its impact on perceived ease of use and perceived usefulness; (2) analyzing acceptance of the five aspects: perceived ease of use, perceived usefulness, reward system, experience, intention to use, and the linkages and impacts among the five aspects; (3) exploring what reward system items motivate those small-medium manufacturer users when they are using the CCRMs.
Small-medium manufacturers in Taiwan are the main targets of this study. 3,766 questionnaires were dispatched; 289 valid questionnaires and 40 invalid ones were returned, resulting in a 7.86% return rate of valid questionnaires. Statistical analyses were used to examine and validate the data.
The conclusions of this study are (1) the majority of small-medium manufacturers in Taiwan have never used CCRM’s; (2) among the individual variables, perceived ease of use and perceived usefulness showed marked differences after the use of CCRMs; (3) six sets of cause-effect analyses all indicated the positive impacts among the five variables: perceived ease of use on perceived usefulness, perceived ease of use on experience, perceived usefulness on intention to use, reward system on perceived ease of use, reward system on perceived usefulness, reward system on experience, reward system on intention to use, and experience on perceived usefulness; (4) when operating CCRMs, the small-medium manufacturers in Taiwan preferred promoting financial rewards to non-financial rewards; when operating CCRMs, the small-medium manufacturers’ preferences in the financial rewards in descending order are: purchase discount system, short-term bonus system, and yearly marketing fund system; when operating CCRMs, the small-medium manufacturers’ preferences in the non-financial reward system include: travel system and yearly commendation system--both were tied for first, and the prize system, which was the last.
The final recommendations from this study include (1) continuing to promote CCRMs; (2) devising effective reward systems; (3) devising reward systems based on financial rewards.
Keywords: small-medium manufacturing enterprise, cloud computing, customer relationship management, behavioral intention, technology acceptance model, motivation theory, reward system
|
|---|
