信息技术应用对企业营销绩效的影响基于营销能力的中介效应

发布时间：2018-04-27 11:55

本文选题：信息技术 + 营销绩效　；参考：《商业经济研究》2015年19期

【摘要】：本文基于能力观的视角,将营销能力分为客户管理能力、市场学习能力和市场推广能力。接着从信息技术的两个维度,知识导向型和流程导向型出发,深入剖析了信息技术(IT)、营销能力与营销绩效的关系,提出了相应的概念模型和理论假设,并利用多元回归分析,验证了三者之间的关系,对营销能力的中介效应做进一步分析。结果表明:流程导向型信息技术与营销绩效呈显著正相关;知识导向型信息技术对其影响并不显著;营销能力的三个维度在信息技术与营销绩效之间均起到不同程度的部分中介作用。
[Abstract]:This paper divides the marketing ability into customer management ability, market learning ability and marketing promotion ability. Then, from the two dimensions of information technology, knowledge oriented and process oriented, this paper deeply analyzes the relationship between information technology, marketing ability and marketing performance, puts forward the corresponding conceptual model and theoretical hypothesis, and makes use of multiple regression analysis. The relationship between the three is verified, and the intermediary effect of marketing ability is further analyzed. The results show that process-oriented information technology has a significant positive correlation with marketing performance, knowledge oriented information technology has no significant impact on it. The three dimensions of marketing ability play a part intermediary role between information technology and marketing performance.
【作者单位】：重庆理工大学管理学院;
【分类号】：F713

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