tim presentation i

25
1 The Impact of E-Commerce on Taiwanese SMEs: Marketing and Operations Effects Presenter: Tim Cheng Instructor: Dr. Teresa Hsu Date: November 24, 2014

Upload: tim-cheng

Post on 08-Aug-2015

114 views

Category:

Business


0 download

TRANSCRIPT

Page 1: Tim presentation I

1

The Impact of E-Commerce on Taiwanese SMEs: Marketing and Operations Effects

Presenter: Tim ChengInstructor: Dr. Teresa HsuDate: November 24, 2014

Page 2: Tim presentation I

Definition of term

SMEs: small and medium-size enterprises

2

Page 3: Tim presentation I

Citation

Ramanathan, R., Ramanathan, U., & Hsiao, H.-L. (2012). The impact of e-commerce on Taiwanese SMEs: Marketing and operations effects. International Journal of Production Economics, 140(2), 934-943.

3

Page 4: Tim presentation I

Introduction Literature Review Methodology Result Conclusion Reflection

4

Content

Page 5: Tim presentation I

Background

Purpose of this study

5

Introduction

Page 6: Tim presentation I

Background

6

Introduction

SMEs play an important role in economic development of many countries around the world.

Given the enormous benefits of e-commerce, many business are attempting to harness the benefits of e-commerce.

Page 7: Tim presentation I

Purpose of this study

7

Introduction

To distinguish the impacts of e-commerce on marketing and operations functions

To investigate how these impacts have effected performance of Taiwanese SMEs

Page 8: Tim presentation I

Love and Irani (2004) have found that e-commerce helps SMEs realize benefits in term of various operations functions, thereby helping to improve overall performance.

Hypothesis 1. Operations effect of e-commerce have a positive impact on the performance of Taiwanese SMEs

Hypothesis 1. Operations effect of e-commerce have a positive impact on the performance of Taiwanese SMEs

Hypothesis 2. Marketing effects of e-commerce have a positive impact on the performance of Taiwanese SMEs

8

Literature Review

Page 9: Tim presentation I

The impact of e-commerce adoption in SMEs could vary depending on other characteristics of the firm.

Hypothesis 3a. The longer the e-commerce adoption, the stronger the impacts of operations effects on overall performance of Taiwanese SMEs.

Hypothesis 3a. The longer the e-commerce adoption, the stronger the impacts of operations effects on overall performance of Taiwanese SMEs.

Hypothesis 3.b The longer the e-commerce adoption, the stronger the impacts of marketing effects on overall performance of Taiwanese SMEs.

9

Literature Review

Page 10: Tim presentation I

Wang and Ahmed(2009) have identified that firm size is a factor on the adoption of e-commerce by UK SMEs.

Hypothesis 4.a The larger the size of the Taiwanese SMEs in terms of the number of employees, the stronger the impacts of operations effects on overall performance of Taiwanese SMEs.

Hypothesis 4.a The larger the size of the Taiwanese SMEs in terms of the number of employees, the stronger the impacts of operations effects on overall performance of Taiwanese SMEs.

Hypothesis 4.b The larger the size of the Taiwanese SMEs in terms of the number of employees, the stronger the impacts of marketing effects on overall performance of Taiwanese SMEs.

10

Literature Review

Page 11: Tim presentation I

Participant

Instrument

Data analysis

11

Methodology

Page 12: Tim presentation I

size:

12

Participant

Target population: Taiwanese SMEs(firms with less than 200 employees)

Respondents: 6 main industries with high SMEs population

Sample : 110 usable

Page 13: Tim presentation I

Confirmatory factor analysis To check the marketing and operation effects

Moderated regression analysis To verify the roles of size and e-commerce

experience

13

Statistical analysis

Page 14: Tim presentation I

Data analysis

14

Page 15: Tim presentation I

15

Data analysis

Page 16: Tim presentation I

16

The result of regression analysis indicate the significant positive impact of operations and marketing effects of e-commerce on the overall performance of firms.

Result

Page 17: Tim presentation I

Data analysis

17

Page 18: Tim presentation I

18

The result indicate that impacts of e-commerce on the performance of Taiwanese SMEs are not significant influence by e-commerce adoption experience of SMEs.

Result

Page 19: Tim presentation I

Data analysis

19

Page 20: Tim presentation I

20

The result of moderated regression result show significant moderating influence of firm size on the relationships between e-commerce impacts and performance.

Result

Page 21: Tim presentation I

Data analysis

21

Page 22: Tim presentation I

22

The result indicates that firm size moderates marketing effects in a negative direction.

Result

Page 23: Tim presentation I

A major key finding is that e-commerce adoption has helped Taiwanese SMEs to improve their overall performance by helping their operations and marketing functions more efficient.

23

Conclusion

Page 24: Tim presentation I

No matter small firms or big firms both are influenced by the internet from so far. There still have many issues in e-commerce for us to investigate.

24

Reflection

Page 25: Tim presentation I