Developing and Validating the Measurement Scale of e-Marketing Orientation

Abstract

Nowadays, firms have realized the importance of using electronic facilities for supporting services to their customers and suppliers. For achieving a higher value about operating activities, firms must emphasis on R&D and technological development to integrate customer needs and develop the capabilities for searching and acquiring information via e-Business tools. Furthermore, managers and decision makers may use marketing 4P mix to plan their marketing activities in order to enter into a new market. Thus, it’s the most important thing for firms to know how to acquire market information to satisfy customers’ needs. In this vein, electronic marketing is regarded as a strategic weapon for firms. Given the important issue for electronic marketing orientation (EMO), we try to develop an assessment instrument of EMO according to the empirical data collected from top-ranked companies of manufacturing and service industries in Taiwan. Confirmation Factor Analysis (CFA) is employed to analyze and examine the items. A pool contains 14 items for measuring EMO is generated. The measurement scale contains of three constructs, namely cultural philosophical, initiation, and system development and integration. Finally, meaningful implications and future directions for this topic are also proposed.