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研究生:佈藍登
研究生(外文):Brandon Parker Davis
論文名稱:The Role and User Experience of Alibaba.com in Taiwan for E-commerce
論文名稱(外文):The Role and User Experience of Alibaba.com in Taiwan for E-commerce
指導教授:張榮農張榮農引用關係
指導教授(外文):Chang,Jung-Nung
口試委員:蕭力愷蔡淵輝
口試委員(外文):Hsiao,Li-KaiTsai,Yuan-Hui
口試日期:2018-01-16
學位類別:碩士
校院名稱:銘傳大學
系所名稱:企業管理學系
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:2018
畢業學年度:106
語文別:英文
論文頁數:83
中文關鍵詞:Payment Systems Online TransactionsE-businessService InteractionSmall and Medium Enterprises
外文關鍵詞:Payment SystemsOnline TransactionsE-businessService InteractionSmall and Medium Enterprises
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This study examined “The Role and User Experience of Alibaba.com in Taiwan for E-commerce”. Taiwan has been developing its E-commerce industry with sites such as Shopee, PCHome, and Momoshop over the past several years. However, these sites are more focused on domestic B2C and C2C sales. On the contrary, Alibaba.com, a global B2B site established in Taiwan in 2008, gives Taiwan a golden opportunity to tap into the global market. The expected contribution of this research will be to show how Alibaba.com can optimize its site for the users in Taiwan so more Taiwanese business owners and students can take advantage of the resources that Alibaba.com provides.
This was a case study to get a better understanding of Alibaba.com in Taiwan, so the main methodology implemented was to have interviews with business owners and students. Additionally, there was supplemental data that was handed out in the form of questionnaires. From this supplemental data, factors were formed about student user experiences with Alibaba.com and business owner satisfaction.
The findings of the study are generalized as follows: (1) That Alibaba.com’s ecosystem of users, organizations, social media, classes, and competitions, it has either created or influenced in Taiwan is its most valuable feature. (2) They should optimize the site for users in Taiwan by decluttering the platform, reducing the cost of the annual Gold Supplier membership, preventing fake accounts, and adding accreditation for quality business. This research exhibited Alibaba.com’s strengths and weaknesses in Taiwan and gave the overall Taiwanese business owner and student user experience. This will provide Alibaba.com valuable information in how to optimize their site in Taiwan. Additionally, Alibaba.com will gain insight into a potential payment system business model in Taiwan. Moreover, when Alibaba.com becomes more popular in Taiwan, other researchers will be able to use the factors that were developed during this study.


This study examined “The Role and User Experience of Alibaba.com in Taiwan for E-commerce”. Taiwan has been developing its E-commerce industry with sites such as Shopee, PCHome, and Momoshop over the past several years. However, these sites are more focused on domestic B2C and C2C sales. On the contrary, Alibaba.com, a global B2B site established in Taiwan in 2008, gives Taiwan a golden opportunity to tap into the global market. The expected contribution of this research will be to show how Alibaba.com can optimize its site for the users in Taiwan so more Taiwanese business owners and students can take advantage of the resources that Alibaba.com provides.
This was a case study to get a better understanding of Alibaba.com in Taiwan, so the main methodology implemented was to have interviews with business owners and students. Additionally, there was supplemental data that was handed out in the form of questionnaires. From this supplemental data, factors were formed about student user experiences with Alibaba.com and business owner satisfaction.
The findings of the study are generalized as follows: (1) That Alibaba.com’s ecosystem of users, organizations, social media, classes, and competitions, it has either created or influenced in Taiwan is its most valuable feature. (2) They should optimize the site for users in Taiwan by decluttering the platform, reducing the cost of the annual Gold Supplier membership, preventing fake accounts, and adding accreditation for quality business. This research exhibited Alibaba.com’s strengths and weaknesses in Taiwan and gave the overall Taiwanese business owner and student user experience. This will provide Alibaba.com valuable information in how to optimize their site in Taiwan. Additionally, Alibaba.com will gain insight into a potential payment system business model in Taiwan. Moreover, when Alibaba.com becomes more popular in Taiwan, other researchers will be able to use the factors that were developed during this study.

ACKNOWLEDGEMENTS I
ABSTRACT     II
CONTENTS     IV
LIST OF TABLES     VII
LIST OF FIGURES     VIII

CHAPTER ONE INTRODUCTION     1
1.1 Background    1
1.2 Motivations    1
1.3 Research Questions and Objectives 2
1.4 Expected Contributions    3
1.5 Scope     4
1.6 Thesis Structure  4
1.7 Research Procedures  5

CHAPTER TWO LITERATURE REVIEW 7
2.1 E-commerce 7
2.2 Comparison of Alibaba with its Competitors 8
2.3 SWOT Analysis of Alibaba 11
2.4 Business Models of Alibaba’s Success 15
2.4.1 Alibaba.com 15
2.4.2 Taobao 16
2.4.3 Tmall 16
2.5 Alibaba in China 17
2.6 Alibaba in the World 22
2.7 Alibaba’s Role in Taiwan 23
    2.7.1 Role in Taiwan through Innovation & Startups 25
2.7.2 Role in Taiwan through Alibaba’s Payment System 26

CHAPTER THREE METHODOLOGY 27
3.1 Research Methods 27
3.2 Sampling 27
3.3 Data Collection 28
3.4 Measurement for Data Collection 28
3.5 Analysis 28
3.6 Next Steps 29

CHAPTER FOUR FINDINGS AND DISCUSSIONS 30
4.1 Background of Respondents 30
4.2 Student User Interview Responses 31
4.2.1 First Interview 31
4.2.2 Second Interview 32
4.2.3 Third Interview 32
4.3 Framework Development of Student User Experiences with
Alibaba.com 35
4.3.1 Alibaba.com’s Usability for the Student User 35
4.3.2 Alibaba.com’s Information for the Student User 35
4.3.3 Alibaba.com’s Service Interaction for the Student User 35
4.3.4 Student User Satisfaction with Alibaba.com 36
4.3.5 Alibaba.com’s Strengths to the Student User 36
4.3.6 Alibaba.com’s Weaknesses to the Student User 37
4.4 Interview Responses from Mainland Chinese User 39
4.5 Business Owner Interview Responses 40
4.5.1 First Interview 40
4.5.2 Second Interview 42
4.5.3 Third Interview 45
4.6 Framework Development of Taiwanese Business Owners
using Alibaba.com 46
4.7 The Role of Alibaba.com in Taiwan 48
4.8 Factors Leading to Satisfaction in Business Owner Experiences
with Alibaba.com in Taiwan 49
4.9 SWOT Analysis of Alibaba.com in Taiwan 50

CHAPTER FIVE CONCLUSIONS AND RECOMMENDATIONS 52
5.1 Conclusion 52
5.2 Implications 55
5.3 Recommendations 56
5.4 Contributions 56
5.5 Limitations and Future Research 57

REFERENCES 58

APPENDICES 60
Appendix A 60
Appendix B 61
Appendix C 63
Appendix D 67

LIST OF FIGURES

Figure 2-1 Six Main Components of E-commerce 8
Figure 2-2 Alibaba.com’s Business Model 15
Figure 2-3 Taobao’s Business Model 16
Figure 2-4 Tmall’s Business Model 17
Figure 2-5 Active Buyers on Alibaba 20
Figure 2-6 Annual China Retail Revenue/Annual Active Consumers 20
Figure 2-7 Annual China Retail Mobile Revenue/Mobile MAU 21
Figure 2-8 Alibaba’s Revenue Producing Businesses 21
Figure 4-3 Business Owner Satisfaction in Experiences with Alibaba.com 49

LIST OF TABLES

Table 2-1 Alibaba’s Comparison Chart 11
Table 2-2 SWOT Analysis of Alibaba 14
Table 4-1 Factors Leading to Student User Experiences of Alibaba.com in
Taiwan 38
Table 4-2 Dimensions Leading to the Role of Alibaba.com in Functions 48
Table 4-3 SWOT Analysis of Alibaba.com in Taiwan 51


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2. Alibaba Group Holding Limited. (August 17th, 2017) Retrieved October 1st, 2017, from Alibaba Group Announces June Quarter 2017 Results, Website: http://alibabagroup.com/en/news/press_pdf/p170817.pdf.

3. Clark, D. (2016) Alibaba: The House that Jack Ma Built. New York: Ecco Press.

4. European Chamber of Commerce Taiwan (June 15, 2017). Retrieved October 1st, 2017 from Alibaba’s Entrepreneurship Fund,Website: http://www.ecct.com.tw/events_reportdetail.aspx?pcseq=4&cseq=70&seq=2094.

5. Fulco, M. (2017). Taobao Quietly Cultivates a Taiwan Following.
Retrieved September 16th, 2017, from Taiwan Business Topics, Website: https://topics.amcham.com.tw/2017/03/taobao-quietly-cultivates-taiwan-following/.

6. Glowick, M. (2017) Global Strategy in the Service Industries: Dynamics, Analysis, Growth. New York: Routledge. 98.

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8. Hsu, J., and Wu, J. (December 9, 2015). Alipay officially launched in Taiwan, benefiting Chinese travelers. Retrieved October1st, 2017, from Focus Taiwan News Channel, Website: http://focustaiwan.tw/news/acs/201512090030.aspx.

9. Incetiz China. (April 10, 2013) 10,000 Packages from Taobao Being Shipped to Taiwan Every Day. Retrieved October 4, 2017, from China Internet Watch,Website: https://www.chinainternetwatch.com/2090/10000-packages-from-taobao-being-shipped-to-taiwan-every-day/.

10. International Trade Center (October 20th, 2016). Retrieved October 6th, 2017, from AliResearch, Website: http://i.aliresearch.com/file/20161017/20161017163807.pdf.

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14. Mozur, P. (2017). The World’s Biggest Tech Companies Are No Longer American. Retrieved August 30th, 2017, from The New York Times, Website: https://www.nytimes.com/2017/08/17/business/dealbook/alibaba-sales-revenue-first-quarter-profit.html.

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