臺灣博碩士論文加值系統

在分享經濟(Sharing economy)的蓬勃發展下，有愈來愈多新興的商業模式興起，尤其是透過互聯網分享潛在閒置資源的平台企業，如Uber、WeMo等企業。這樣的商業模式需要透過平台經濟體中的相關參與者一同投入，並將彼此的資源、想法提供出來互利共享，才能夠建置完善的平台生態系統。然而，一個平台要如何吸引相關參與者，並且使相關參與者投入平台以進行價值共創，始終是各家分享經濟平台企業的挑戰。因此，依藉現有關於分享經濟的知識與理解，本研究欲回答分享經濟下的平台的擁有者是如何善用接觸經濟、平台經濟、社群經濟三大共享經濟的核心概念，促進相關參與者價值共創的過程。
基於質性個案研究的理論抽樣原則，本研究選擇H線上課程募資平台作為個案企業，透過單一個案研究法來深入探究H線上課程募資平台的運作過程，並從中觀察H線上課程募資平台如何在短短二至三年期間，成為國內最大的線上課程募資平台，並且持續活絡與相關參與者的良好互動。本研究透過共享經濟理論的三大核心概念，接觸經濟、平台經濟及社群經濟，並以整合性的視角探討平台企業與相關參與者價值共創的過程。
藉由H線上課程募資平台的運作過程與理論對話，本研究歸納出分享經濟平台吸引相關參與價值共創的具體流程，以及各流程的關鍵要素，梳理出平台企業匯集相關參與者互動流程。欲藉由以上的探究，能使分享經濟的平台企業更加有一套依循的方法與相關參與者進行價值共創，以吸引更多平台使用者投入平台生態系統，強化網絡之間的連結，以創造獨特的服務體驗。

Under the development of sharing economy, there are more and more emerging business models, especially the platform enterprises utilizing people’s idle resources, like Uber and Wemo. These modern business models require relevant participants of the platform willing to share their resources and ideas. However, exactly how a platform enterprise can successfully attract relevant participants and co-create value with them is always a tough challenge for platform enterprise under sharing economy. Thus, our research will apply sharing economy to explore how the platform business model enterprises can successfully attract the relevant participants to co-create value and increase their willingness to share their resources and ideas.
The research will use qualitative research and single case study to explore the development history and method of a digital learning platform. Especially observe this platform how to become a first mover that introduced fundraising mechanism and dominate digital learning industry in terms of the market share. Moreover, they keep a very well relationship with the relevant participants. The study will apply the three core concepts of the sharing economy (Access economy, Platform economy and Community-based economy) to explore how a platform company can co-create value with the relevant participants under sharing economy business models.
By observing the conversation of development history of a digital learning platform and academic theory, this study organizes the key factors of three core concepts under sharing economy, it help for platform company to know how to co-create value with relevant participants. By applying the steps and key factors, the co-creation process can be more smoothly and attract more relevant participants with the same vision. In the meantime, the connection of the network can be fortified and company can create unique and satisfying service experience for customers.

摘要 i
致謝 vii
目錄 viii
圖目錄 xi
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的與問題 3
第三節 研究內容與流程 4
第二章 文獻回顧 5
壹、分享經濟的定義與面向探討 5
壹、 接觸經濟 13
貳、 平台經濟 14
參、 社群經濟 20
第二節 價值共創 21
壹、價值共創的定義 21
貳、服務主導邏輯 24
第三節 文獻回顧小結 27
第三章 研究方法 28
第一節 質性研究法 28
第二節 個案研究 29
壹、研究對象 29
貳、研究步驟 31
第三節 資料來源 33
第四節 資料分析 37
第四章 個案發現 38
第一節 知識共享創造接觸點 38
壹、發掘潛在知識資源及學習需求 39
貳、擴大媒合服務範圍 40
參、平台商業模式打破時空限制 42
第二節 擴大平台網絡效應 43
壹、平台建設優化使用者體驗 43
貳、平台機制累積雙邊談判權 45
參、平台生態圈有機成長 47
第三節 匯集社群解題力 48
壹、從線上到線下，打造互動風氣 48
貳、平台成為社群好夥伴 50
第四節 如何整合接觸經濟、平台經濟、社群經濟價值共創 52
壹、 製作課程流程的服務共造 53
貳、服務體驗過程的價值共創 55
第五章 討論、意涵與結論 58
第一節 個案發現探討 58
第二節 理論意涵 63
第三節 實務意涵 64
第四節 研究限制 64
第五節 未來發展方向 65
參考文獻 66

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