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研究生:李紫寧
研究生(外文):Lee, Tzu-Ning
論文名稱:國際專業代購事業及創新商業模式實證研究
論文名稱(外文):Empirical Research on International Surrogate Shopping Business and the Modified Business Model
指導教授:王俊程王俊程引用關係
指導教授(外文):Wang, Jyun-Chen
學位類別:碩士
校院名稱:國立清華大學
系所名稱:國際專業管理碩士班
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2012
畢業學年度:100
論文頁數:47
中文關鍵詞:international surrogate shoppingsocial networksonline store
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The number of international surrogate shoppers as the career in Taiwan has been increased as the widespread internet has allowed internet users to freely browse the shopping websites situated overseas and stimulated the demands for overseas merchandise. However, little empirical research has reviewed the model of international surrogate shopping business, nor explored the possibilities of combining international surrogate shopping and online store running. Therefore, this article provides an attempt to verify the modified business model by undertaking an empirical experiment on international surrogate shopping groups and online store running. Three international surrogate shopping activities are conducted, and one online store is operated to examine the proposed framework. In addition, social networks are also applied to examine the impacts of social networks on customers, and present the positive correlations between customers’ review and sales result. A case study regarding the influence of social networks to international surrogate shopping business will be given accordingly. This study is concluded that international surrogate shoppers still need to deal with certain risks at greater or less extent in this modified model. In addition, this empirical study can be extended as the practical reference for anyone interested in undertaking international surrogate shopping business.
The number of international surrogate shoppers as the career in Taiwan has been increased as the widespread internet has allowed internet users to freely browse the shopping websites situated overseas and stimulated the demands for overseas merchandise. However, little empirical research has reviewed the model of international surrogate shopping business, nor explored the possibilities of combining international surrogate shopping and online store running. Therefore, this article provides an attempt to verify the modified business model by undertaking an empirical experiment on international surrogate shopping groups and online store running. Three international surrogate shopping activities are conducted, and one online store is operated to examine the proposed framework. In addition, social networks are also applied to examine the impacts of social networks on customers, and present the positive correlations between customers’ review and sales result. A case study regarding the influence of social networks to international surrogate shopping business will be given accordingly. This study is concluded that international surrogate shoppers still need to deal with certain risks at greater or less extent in this modified model. In addition, this empirical study can be extended as the practical reference for anyone interested in undertaking international surrogate shopping business.
ABSTRACT …………………………………………………………………. ………… i
ACKNOWLEDGE …….……………………………………………. ……..…… ii
TABLE OF CONENT ….………………………………………………….….… iii
LIST OF FIGURES ..……………………………………………….………….… v
LIST OF TABLE ...……………………………………………………………. v
Chapter 1 INTRODUCTION .……………………………………………….. 1
1.1 Research Background……………………………………………… 1
1.2 Motivation….….…………………………………………………… 3
Chapter 2 LITERATURE REVIEW……………………………………..…… 5
2.1 Surrogate Shopping………………………………………………… 5
2.2 Online Consumer Reviews..………………………………………. 8
Chapter 3 METHODOLOGY………..……………………………………..… 9
3.1 Research Instruments.……………………………………………… 9
3.1.1 Amazon.……….…………………………………………………… 9
3.1.2 Facebook…….…………………………………………………….. 10
3.1.3 Yahoo! auction .…………………………………………………… 10
3.1.4 MyUS.……………………………………………………………… 12
3.2 Research Subject…………………………………………………… 14
3.3 Data Collection…..………………………………………………… 15
Chapter 4 ANALYSIS AND DISCUSSION….……………………………… 17
4.1 Questionnaire Analysis..…………………………………………… 17
4.2 Empirical Model….………………………….…………………..…. 18
4.2.1 Rules of Surrogate Shopping Group……………………………...… 18
4.2.2 Process in the Empirical Model………….……………….………… 19
4.3 Empirical Results…………………………………………………… 23
4.3.1 Potential Risks……………………………………………………… 24
4.3.2 Financial Analysis..………………………………………………… 29
Chapter 5 CASE STUDY……………….…..…………………………………. 32
5.1 Buyble…….………………………………………………………… 32
5.1.1 Introduction………………………………………………………… 32
5.1.2 Business Model………………………………………………..…… 34
5.1.3 Marketing Strategy ………………………………………………… 36
5.2 MyDay…….………………………………………………………... 38
5.2.1 Introduction………………………………………………………… 38
5.2.2 Business Model………………………………………………..…… 39
5.3 Price Comparison……………………………………………..……. 40
Chapter 6 CONCLUSION………..…………………………………………… 41
6.1 Business Model……..……………………………………………… 42
6.2 Summary of Findings……..……………………………………….. 41
6.3 Limitation and Future Research.…………………………………… 42
REFERENCE ..…………………………………………………………………….. 44
Appendix A Questionnaire..……………………………………………………… i



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