臺灣博碩士論文加值系統

隨著網路科技進步，使得電子商務蓬勃發展，也改變傳統交易模式。而行動裝置的出現，如平板電腦、智慧型手機等，讓消費者購物不再受時間、地點的限制，網路社群讓電子商務發展更加寬廣。電子商務的應用領域擴大，服務訊息快速，商業模式不斷創新，讓企業可以接觸到更多顧客。藉著上述電子商務的各種發展優勢下，企業不但可以降低存貨成本，也增加營運銷貨利益。
但電子商務營運模式仍有許多交易風險：1.商品品質參差不齊。如仿冒、盜版商品充斥。2.詐騙問題。雖有會員信用評等、身分認證，仍然會發生詐騙情形。如賣家失蹤、商品與實物明顯不同。3.商品通路。如賣家處理商品速度緩慢。4.消費者個資問題。如消費者個資遭竊後，轉賣詐騙集團作為行騙等問題。這些交易風險的受害者都是消費者。
另外大型網通商資金取得容易，提供創新、差異化且高品質商品；相較於小規模網通商而言，價格沒有競爭優勢，訂單不易獲取，難以建立客戶的忠誠度。根據大陸專家表示，將近八成以上的網通商都不賺錢，可見現今的電子商務營運模式仍存在許多風險問題。
本研究先從了解電子商務營運模式的競爭優勢、未來市場趨勢及社群網路與消費關係之趨勢著手，以消費者角度思考，經由個案研究、訪談等方式收集資料與分析，建立創新營運模式。本研究提出互聯網消費加盟電子商務營運概念，透過此營運模式讓企業與消費者皆可獲利。

Along with the development of network technique, it has made e-commerce to flourish, and changed the traditional trading patterns accordingly. The emergence of mobile devices, such as tablet computers, smart phones etc., let consumer shopping is no longer limited by time, place, and on-line community also enhanced the e-commerce development more broadly. While the application of e-commerce expanding, service information being collected easily, the innovation of new e-commerce business models being created continuously, businesses can reach more customers. Thanks to these advantages in e-commerce operation, businesses can lower the cost of inventory and get more profit in trading.

Meanwhile there are many trading risks in e-commerce operation: 1. Varies of merchandise quality. Fake and piracy are full of. 2. Fraud issue. Although the member's credit rating and personality have been certificated, fraud cases still occur. Sellers disappeared, or received goods did not meet the specification. 3. Logistic issue. It is late to receive the goods due to poor logistic. 4. Confidential information of consumer. If the confidential information of consumer was stolen and sold, it will be a tool for swindler group to execute fraud activities. The only sufferer of such all trading risks is consumer.
　　Besides, the larger Web shops can get trading funds easily, and it will be helpful to create new, differentiated and high quality products compared to the smaller Web shops. The smaller Web shops should face the disadvantages in price and potential orders competition, even hard to get the customer loyalty. According to the studies by China experts, more than 80% Web shops cannot get profit during trading. This is another risk for today's e-commerce business model.
The first step of our study is to understand the competition advantages of e-commerce business models, the trend of future markets and the relationship between social networking and consumers. Then we progress the case studies, interviews, data collection and analysis from the perspective of consumer. Finally we deliver an innovative e-commerce business model, called Internet Consumer Alliance e-commerce model which meets the profit recommendations for consumers and businesses. Through the operation of this innovative e-commerce business model, it could benefit for both businesses and consumers.

摘 要 i
誌 謝 v
目 錄 vi
第一章 緒論 1
1.1 研究背景與動機 1
1.2 研究目的 3
1.3 研究流程 3
1.4 論文架構 4
第二章 文獻探討 6
2.1.電子商務 6
2.1.1電子商務的定義 6
2.1.2 電子商務的特性 6
2.1.3 電子商務類型 7
2.2 實體通路及虛體通路 9
2.2.1 實體通路 9
2.2.1 虛擬通路 10
2.3 電子商務交易流程 11
2.4 企業利用創新的電子商務營運成功模式分類 12
2.5 微型企業 16
2.6 虛擬社群 17
2.7 長尾效應 18
2.8 文獻探討及回顧總結 19
第三章 研究方法探討 26
3.1 研究方法 26
3.2 研究對象 26
3.3 研究來源 27
3.4 研究資料來源 27
3.5 研究流程 28
第四章 電子商務現況分析 31
4.1 全球電子商務現況 31
4.2 中國電子商務現況 31
4.3 中國電子商務_阿里巴巴 32
4.4 台灣電子商務現況 33
4.5 分析結果 33
第五章 個案研究 46
5.1 研究對象 46
5.2 個案介紹 46
5.3 個案營運模式 46
5.4 個案獲利模式 47
5.5 個案研究結果 49
第六章 電子商務創新模式 53
6.1 電子商務營運模式角色定義 53
6.2 電子商務創新營運模式建立 56
6.3 創新電子商務營運流程與獲利模式 58
6.3.1 營運流程 58
6.3.2 營運獲利模式 59
6.4 創新電子商務與一般電子商務營運模式比較 59
6.4.1 營運模式比較 59
6.4.2 買賣風險評估比較 60
6.4.3 商品品質比較 60
6.4.4 角色獲利模式比較 60
6.4.5 網路商店優缺點比較 61
第七章 結論 71
7.1 結論 71
7.2 學術研究與實務研究涵意 73
7.3 研究限制 74
參考文獻 75

中文文獻

[1]王翎幗(2006) B2C 電子商務網站成功之預測模式，國立臺灣科技大學資訊管理系碩士論文。
[2]李沅家2015電子商務之實務應用與分析，臺北城市科技大學資訊應用產業碩士專班碩士論文
[3] 李盈瑩(2013) 電子商務營運模式研究與創新營運流程之建立，國立交通大學科技管理研究所碩士班
[4] 邱毓頻(2001) 資訊豐富度對網路購物意願之研究，國立交通大學傳播研究所碩士班
[5] 林伶英 電子商務之團購獲利模式探討 -以美安台灣為例 逢甲大學 電子商務碩士在職專班 碩士論文
[6]袁建中、朱國民（譯）(2011)，科技與創新管理。(White, M. A., & Bruton, G. D.,2010)。
[7]高月娥2016跨境電子商務之分析 臺北城市科技大學 ，資訊管理系電子商務碩士班碩 士 論 文
[8]陳宏欣2011台灣電子商務網站營運類型之探討，國立政治大學商管專業學院碩士學位學程
[9]游偉郁2011產險公司發展電子商務B2B2C 行銷模式之效益:以台灣電路板協會為例逢甲大學電子商務碩士在職專班碩士論文
[10] 經濟部 電子商務雲端創新應用與基礎環境建置計畫 國內B2C網路商店經營調查報告 2014 /12
[11] 鄭雅方2013台灣電子商務B2C 物流策略之探討，國立台灣科技大學管理研究所EMBA 碩士在職專班碩士學位論文
[12] 賴玲如 電子商務ing，改變ing 2015/11
[13] 鍾汯佑網路商店創業之關鍵成功因素分析，國立嘉義大學企業管理學系
[14] 欒斌、陳苡任、羅凱揚 電子商務 2010/08
[15] 中華民國電子商務年鑑 http://ecommercetaiwan.blogspot.tw/
[16] 中華民國電子商務年鑑 2009年，臺北：經濟部商業司，2009
[17] 王玟凱 張陳基 晁瑞明 蘇劭崴 如何增進Facebook粉絲專頁的黏著度？整合社會權力以及社會資本觀點 中華管理評論國際學報‧第十六卷‧第四期
[18] 美商婕斯環球有限公司http://jeunesse-platform.com/
[19] 資策會產業情報研究所（MIC）2014 http://mic.iii.org.tw/aisp/
[20] 資策會產業情報研究所（MIC）2015 http://mic.iii.org.tw/aisp/
[21] 香港矽谷 (佳音/鈦媒) 數讀2014年中國電商發展現狀：http://www.hksilicon.com/articles/707966 2016/02 搜尋
[22] 冒永建、陳得發 直銷產品調查報告 2005 http://www.cadsm.org/dsrc-tn/Robert/structure/courses-outline/course-outcome/DS-management/DS-management-2005/2005-3.pdf 2016.3.搜尋
[23]宋懋仁 健康檢查中親身傳播與直銷體系之策略分析與成效評估 2007
ccs.nccu.edu.tw/word/HISTORY_PAPER_FILES/554_1.pdf
[24] 江淑美、吳伊勻、翁士勛、劉育雯 教育研究法專題研究報告—個案研究 2000
www.td-school.org.cn/3ws0608/www/case.doc 2016.3.搜尋
[25] 王根瓊、沈芳汶、彭文珊、龔世芬 教育研究法 － 個案研究法 2000
s16.ntue.edu.tw/flame/teachers/fen/論文寫作/個案研究.doc 2016.3.搜尋

英文文獻

[1] Alem, L., Kowalczyk, Ry., and M. R. Lee, “Supporting Electronic Negotiation for Intelligent Trading,” International Conference on Advances in Infrastructure for Electronic Business, Science and Education on the Internet, SSGRR’00.2002.
[2] Bond, B.Burdick, D.Miklovic,D.Pond,K. & Eschinger, C.(1999),C-commerce:The new arena for business application,Research Note,Gartner Group.
[3] Hofacker, C.F. (1998). Internet Marketing3rd edition, Wall Street Journal Handbook Set.
[4] Greenstein, M. & Feinman, T. M. (2000),Electronic Commerce: Security, Risk Management, and Control, McGraw-Hill
[5] Indianapolis: Macmillan Technical Publishing
[6] Isakowitz,Tomas,Bieber,Michael and Vitai,Fabio”Web information systems” Communications of the ACM,Vol41,Issue 7,1998,pp.78-80
[7] Kalakota and Whinston, 1996, Frontiers of Electronic Commerce, pp.1-3
[8] Kalakota R. & Robinson, M. (1999), e-Business roadmap for success, 1st ed., USA: Addison-Wesley.
[9] Kalakota, R. & Whinston, A .B. (1997),Electronic Commerce-A Manager’s Guide, Addison-Wesley.
[10] Laudon, K. C. & Traver, C. G.. (2002) ,“E-commerce: Business, technology, society.”Boston : Addison Wesley.
[11] Laudon, Kenneth and Carol Traver, E-commerce: Business, Technology, Society, Addison Wesley, 2002.
[12] Lee, S. M., Hwang, T., Kim, J., 2007, “An Analysis of Diversity in Electronic Commerce Research,” International Journal of Electronic Commerce, 12(1), pp.31-67
[13] Louta, M., Roussaki, L., and L. Pechlivanos, “An Intelligent Agent Negotiation Strategy in the Electronic Marketplace Environment,” European Journal of Operational Research, Vol. 187, 2008, pp. 1327–1345.
[14] Louta, M., Roussaki, L., and L. Pechlivanos, “An Intelligent Agent Negotiation Strategy in the Electronic Marketplace Environment,” European Journal of Operational Research, Vol. 187, 2008, pp. 1327–1345.
[15] Macmillan Technical Publishing, Indiana, 1997.
[16]Michael Bloch, Yves Pigneur and Arie Segev (1996), On the Road of Electronic Commerce-a Business Value Framework, Gaining Competitive Advantage and Some Research Issues, pp.2.
[17] Paul Timmers (2000), “Business Models for Electronic Commerce”, ElectronicCommerce– Strategies and Models for Business-to-Business Trading, John Wiley & Sons,Ltd.
[18] Peter Weill, Michael R. Vitale (2001), “ Place to Space: Migrating to Ebusiness Models”, Harvard Business School Press.
[19] Porter, C. E. (2004). A typology of virtual communities: A multi‐disciplinary foundation for future research. Journal of Computer-Mediated Communication, 10(1), 00.
[20] Quelch, J. A. and Klein, L. R., “The Internet and international marketing” , Sloan Management Review, Spring, 1996, pp. 60-75.
[21] Rayport, J.F. and Jaworski, B.J. e-Commerce, McGraw-Hill, International Edition, 2001.
[22] Rheingold, H. (1993). The virtual community. Bosten: Addision-Wesley.
[23] Robert Dennis, John Hagel and Stefan Linn “ Current Research :Opportnities fo Content Providers in Online Services,” The McKinsey Ouarterly, No.3 ,1995
[24] Turban Efraim, King David, Lee Jae and Viehland Dennis，Electronic Commerce，2004.
[25] Turban, E., Lee, J., King, D. & Chung, H. M. (2000), Electronic Commerce: A Managerial Perspective, New Jersey: Prentice-Hall.
[26] Whinston, A.B. and Kalakota, R., The Economics of Electronic Commerce,
[27] Winston, A.B., Stahl, D. O., & Choi, S. Y. (1997), The economics of electronic commerce,
[28] Zwass, V. (1996), Electronic commerce: structures and issues, International Journal of Electronic Commerce, 1(1), 3-23.