| Summary: | 碩士 === 元智大學 === 資訊管理研究所 === 89 === Due to the increasing growth of information technology, the rapid proliferation of Internet makes electronic commerce and electronic marketplaces prevail. The new transaction models and new marketing concepts in electronic marketplaces create new business economic behaviors. Because of lacking resources, the small and medium enterprises have to understand the development characteristics of electronic marketplaces and the business environment characteristics, product characteristics, so that they can successfully enter into electronic marketplaces for earning new competitive advantage.
This study is to identify the factors influencing entrance into electronic marketplaces in small and medium enterprises from two classes of variables: product complexity and external environment characteristics. Using discriminant analysis to test the hypotheses and the results indicate that two product complexity variables, asset specificity and complexity of product description, and two external environment variables, competitive pressure and partner pressure, are important factors affecting entrance into electronic marketplaces in small and medium enterprises.
Besides, the study divides the small and medium enterprises into four classes according to the product complexity and external environment characteristics and provides some suggestions for each class of businesses. These suggestions can help the businesses to enter into electronic marketplaces, to hold the opportunities of electronic marketplaces and to earn the new operational benefits and competitive advantages.
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