經管所 鄭培昱 R76062041

1. Abdel Monim Shaltoni , Douglas C. West

2. This article examines the variations in e-
marketing adoption from an organizational
orientation perspective and introduces
empirical measurement with the
‘Electronic
Marketing Orientation’ (EMO) construct.
本文研究採納電子商務營銷的組織方向的角度變化，並推出“電子測量實證 營銷導向
“（EMO）構造

3. Berthon et al. (2008) have noted in this
journal that the role of
electronic networks in B2B relationships has
been growing exponentially.
Berthon等人已經注意到電子網絡在B2B關係一直一直增長

4. However, most of the de!nitions share the
same core which is that e-marketing is
accomplished or facilitated via electronic
information and communication
technologies. The Internet is currently the
main enabler of e-marketing; it represents the
major focus of this article.
電子商務的營銷為本文的重點

7. H1. EMO represents a synthesis of philosophical and
behavioral components.
H2a. In EMO, there is a positive link between the degree
to which decision makers emphasize e-marketing and
the initiation activities.
H2b. In EMO, there is a positive link between the degree
to whichdecision makers emphasize e-marketing and
the implementation activities.
H3. In EMO, there is a positive link between the initiation
and implementation activities.