影響券商網路下單系統成功的因素及其效益之研究

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Title:	影響券商網路下單系統成功的因素及其效益之研究
Other Titles:	A Study on Success Factors of Stock Broker Adopting Online Trading System and benefit after Implementing
Authors:	李嘉隆;Lee, Chia-Lung;謝順金;Hsieh, Shun-Chin
Contributors:	淡江大學資訊管理學系
Keywords:	券商;線上交易系統;網路下單;網路科技;Stock Broker;Online Trading System;Internet Online Stock;Network Technology
Date:	1999
Issue Date:	2009-11-30 14:26:18 (UTC+8)
Publisher:	桃園縣：中央警察大學
Abstract:	本研究在探討國內券商採用網路下單系統時，有哪些因素會影響其成功，並且找出使用網路下單系統後所得的效益。另外，針對目前採用網路下單系統的業者分析其目標市場的選擇方案、交易系統之採用現況以及行銷策略研擬情形，以了解市場未來成長性。本研究以人員訪問及問卷方式並行，人員訪問方面針對有採用網路下單系統的券商以及正在規劃網路下單系統的券商共19家，問卷方式共郵寄125家，有效回收問卷為32份，回收率為25.6%。影響網路下單系統的成功因素可分為四個構面討論，包括網路環境與下單系統面、組織面、政策法規面和客戶面，由研究結果顯示其中前五名的因素為高階主管的支持、網際網傳輸品質、網路下單系統交易安全性、提供即時投資資訊、電子文件認證的安全與合法性。至於採用後所獲得的效益前五名的因素為提昇公司信譽及服務形象、增加公司競爭優勢、營業額增加、營運成本降低、提供較傳統下單方式更即時的服務。並且得知成功因素彼此間有顯著差異。而在採用網路下單系統後所獲得的效益彼此間也有顯著差異，最後根據次級資料再對市場未來的成長性做一研究，發現網路下單市場隨著時間而成長，並對所得的研究結果作一適當解釋，提供券商、系統供應商及政府，在推行網路下單及制定相關政策時之參考。 The purpose of the research is to study success factors affecting the using of online trading system and benefits after used. Besides, analyzing the target market, adoption situation and marketing strategy of online stock broker and the potential in the future. The data is collected by mailed questionnaire and personal interview to the online stockbroker. The research chooses 19 brokers who adopt or plan online system to be interviewed by person and 125 questionnaires are mailed to brokers from sample frame. The response mail is 32 and response rate is 25.6%. 4 dimensions can be discussed the success factor affecting the online trading system, including network and trading system, organization, policy and customer. The results show the top 5 factors are manager's support, quality of Internet transmission, security of online trading system, providing real-time investment information, security and legality of electronic document. The top 5 benefits after implementing are increasing competition and profit, lower operation cost and more effective service. The five Benefits and the five difficult factors after implementing are significantly different each other and so does the 4 dimensions. Based on the secondary data, the market growth in the future for online system is increasing by time. The result can referred by provides stockbroker, system providing company and government police.
Relation:	第十屆國際資訊管理學術研討會論文集(第二冊); Proceedings of Tenth International Conference on Information Management (Vol. 2)，頁805-813
Appears in Collections:	[Graduate Institute & Department of Information Management] Proceeding

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