本研究採用動態能力觀點，探討行銷資訊能力在網路行銷系統（IMS）應用中的角色。本研究模式透過重新檢視市場導向與資訊技術能力的影響，提供更全面的衡量IMS中行銷資訊能力的方法。此外，我們也探討行銷資訊能力對顧客績效的影響，並評估競爭強度在這些關係中的調節作用。資料收集來自125家消費性產品製造企業。資料分析顯示，資訊技術能力與市場導向對於提升行銷資訊能力至關重要，而行銷資訊能力進一步改善顧客服務與關係績效。我們的研究結果強調，在IMS的應用中擁有高度行銷資訊能力對於永續發展的重要性。透過運用先進的行銷資訊系統，企業可以提供卓越的顧客服務，培養長期客戶關係，進而促進永續成長。本研究顯示行銷資訊能力的提升在推動社會創新與永續發展中的關鍵作用。本研究為企業在競爭激烈且動態變化的市場中，提供具有見解性的實務建議。

This study adopts a dynamic capability view to examine the role of marketing information capability in using internet marketing systems (IMS). Our model offers a more comprehensive method of measuring marketing information capability in IMS by re-examining the effects of market orientation and information technology capability. We also investigated the impact of marketing information capability on customer performance and assessed the moderating effect of competitive intensity on these relationships. Data from 125 consumer product manufacturing firms indicate that IT capability and market orientation are critical for enhancing marketing information capability, which in turn improves customer service and relationship performance. Our findings underscore the importance of high marketing information capability in IMS use for sustainable development. By leveraging advanced marketing information systems, firms can achieve superior customer service and foster long-term customer relationships, contributing to sustainable growth. This study highlights the role of enhanced marketing information capabilities in promoting social innovation and sustainable development, providing valuable insights for organizations aiming to thrive in competitive and dynamic markets.

行銷資訊能力;網路行銷系統;資訊技術能力;市場導向;永續發展

Marketing information capability; internet marketing systems; information technology capability; market orientation; sustainable development