臺灣博碩士論文加值系統

全球電子商務發展急遽，各類型的網路及數位服務相繼推出，在這個數位時代要提升競爭力與優勢，傳統企業再也不能用以往舊思維，認為只要做好產品，做好服務即可永續生存，現今的企業若再無法建立數位化的行銷推廣模式，很容易被市場淘汰。更難以想像的是，目前大型傳統企業對於數位發展腳步遲緩，往往被中國甚至是國際的小型貿易或小型工廠輕易擊敗。因此，不論是供應商媒合的行銷推廣，或是國際的跨境貿易數位化，都是傳統企業必須面對的課題。而時尚相關產業，講求流行性、新穎性，供應商對於市場的脈動及數據應用的相關性更為重要，故企業必須以極快的速度隨時創新，才能跟上市場變化，而現存的B2B採購平台，恐無法完全適合時尚產業應用，因此促使研究者欲創建專屬於時尚產業採購的創新電子商務採購平台。

本研究透過創新擴散理論，分析台灣現階段電子商務環境，由供應商供應產品、採購者下單採購、及消費者網路購買的使用體驗進行意向分析研究，探討創造新的電商採購平台模式，以結合台灣優質的產品研發與製造經驗，透過創新B2B2C電子商務平台的推廣更大的市場甚至邁向國際。

本研究針對台灣電子商務的創新擴散理論特性，依相對利益、相容性及複雜度，以質化研究方式來探討，且以不同定位的小型採購賣家為衡量變數，探討應用整合銷售服務之採購平台接受意願，對於意向進行分析研究與探討。

本研究透過文獻資料歸納及焦點團體法方式來建構分析的模式和衡量標準，研究範圍為時尚產業之小型賣家。

Global e-commerce is developing rapidly. With various types of networks and digital services being launched, to enhance competitiveness and advantages, the traditional enterprises need to think outside the box and no longer use the old thinking, thinking that as long as the product and service is done well, then we can operate sustainably. It is easy to fall behind the times and quickly become obsolete by market if enterprises can’t establish the digital promoting model for their product or service.

At present, the traditional enterprises develop slowly on digital service, and are easily defeated by small factories in China or even internationally. Therefore, whether it is the marketing promotion of supplier matchmaking or the digitization of international cross-border trade, it is a problem that needs to be faced by the traditional enterprises. And the fashion-related industries, which are high relative to popularity, novelty, the suppliers are more important to the tendency market and the relevance of data applications. Therefore, enterprises must innovate at a very fast speed to keep up with the changes of the market. The existing B2B platform may not be fully suitable for the application of the fashion industry, so researchers want to create an innovative e-commerce platform that is exclusive to the fashion industry.

This study uses the theory of innovation diffusion to analyze the current e-commerce environment in Taiwan and explores the new model of e-commerce procurement platforms from the aspect of intention of suppliers, the order structure, and the consumer's online purchase experience. And combined with the experience of development on high quality product and manufacturing processes, it can be promoted to the larger market through the innovative B2B/B2C e-commerce platforms.

This study aims at the theoretical characteristics of innovation diffusion in Taiwanese e-commerce. According to the relative interests, compatibility and complexity, it is discussed in a qualitative research manner, and the small purchase sellers with different positioning are used as the measurement variables to explore the willingness of the procurement platform of the application integration sales service and analyze the intentions.

This study constructs the model and measurement criteria via analysis through literature summarization and focusing group methods, and the scope of research is small sellers in the fashion industry.

致謝詞 i
摘要 ii
ABSTRACT iii
目錄 v
表目錄 vii
圖目錄 viii
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 2
第三節 研究方法與範圍 2
第四節 研究流程 4
第二章 文獻回顧 5
第一節 台灣電子商務現況 5
第二節 小型賣家與時尚產業 10
第三節 創新擴散與創新電商平台 13
第四節 時尚產業定義範圍與特性 18
第三章 分析模式 22
第一節 時尚B2B2C小型賣家加值平台之建構 22
第二節 研究架構與研究假設 27
第三節 衡量變數定義 29
第四章 實證分析 35
第一節 資料蒐集 35
第二節 結果分析 38
第三節 團購主對創新採購平台的看法 46
第四節 小型賣家企業對創新採購平台的看法 48
第五章 結論與建議49
第一節 研究結論49
第二節 管理意涵 52
第三節 研究限制及未來研究 53
參考文獻 55
附錄 58

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