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    题名: 台灣電商產業史的軌跡-以垂直 B2C 電商為例
    The Footprints of the B2C E-Commerce in Taiwan： A Business Case Approach
    作者: 陳宏欣
    Terry, Chen
    贡献者: 管郁君
    Eugenia Y. Huang
    陳宏欣
    Chen Terry
    关键词: 台灣電商
    電商產業史
    B2C電商
    網路民族誌
    個案研究法
    Taiwan e-commerce
    History of e-commerce
    B2C e-commerce
    Netnography
    Case study method
    日期: 2018
    上传时间: 2018-08-29 15:47:50 (UTC+8)
    摘要: 根據資策會公布數據，台灣電子商務產值於2015年正式突破新台幣一兆元，市場規模約達1兆零69億，其中B2C電商市場的產值佔6,138億元，C2C電商市場則為3,931億元，整體而言2015年台灣的電子商務市場較2014年成長14%，2016年則又將比2015成長12%，2017年再往上成長11%，達到1兆2,515億規模，未來數年成長率皆保持在10%到15%之間，是台灣經濟重要的新興產業。而台灣B2C電商市場在2014年便超過台灣零售總額的5%，顯示台灣電商發展日漸成熟。國際知名市場調查研究機構eMarketer指出2016年全球零售總額22兆美元中，電子商務占8.7%至2020年佔比預期將達到14.6%。電子商數已經是零售產業中重要的一環，電商成長雖然趨緩，但成長幅度仍大幅超過整體實體的零售業。
    有越來越多實體零售業、傳統產業積極投入電商領域，台灣電商產業發展缺乏整體性的產業研究，還有更多個案採集，雖有零散個案研究出現，但礙於資料難以取得，及電商公司個案發展變異性過高，加上產業發展時間較短、個別公司產值不高(電商公司年營收超過新台幣1億即為較大型公司)，因此在研究領域電商多為行銷工具及技術探討等，較少被視為正式產業進行深入探索。本研究長期超過3年以上時間研究台灣電商社群，超過5萬個電商產業從業者及眾多創業者，研究者長期參與社團互動。採用網路民族誌(Netnography)採集資料及個案，網路民族誌被使用於網路研究已有十幾年歷史，此方法允許研究者進一步捕捉複雜的網路文化與社會現象。整理分析資料後將社群資料整合，深度訪談社群成員，撰寫電商個案，邀約超過50位電商經營者訪談，採用個案研究模式，進行眾多不同個案辨認(identify)及比較，提出研究主張。最後用個案說明研究主張，再透過解析進行以下研究：相同情境下個案發展重現、電商發展趨勢預測等。
    本研究觀察社群多年互動發現，有別於其他國家電商產業、及其他產業發展，台灣電商有其獨特「研究主張」(propositions)，是專屬於台灣電商環境的模式。
    According to the report from the Institute for Information Industry, the production value of Taiwan’s e-commerce in 2015 officially broke through NT$1 trillion and its market size was about 1 trillion 6.9 billion. Among all, the production value of the B2C e-commerce market accounted for NT 613.8 billion, and the C2C e-commerce market was about 393.1 billion. In general, Taiwan`s e-commerce market grew by 14% in 2015 compared to 2014, grew by 12% in 2016 compared to 2017, and grew by 11% in 2017 to 1 trillion and 251.5 billion. The growth rate in the next few years will remain between 10% and 15%, which is an important emerging industry in Taiwan. In 2014, Taiwan’s B2C e-commerce market was more 5% than Taiwan’s total retail sales, showing that Taiwan’s e-commerce developing is maturing. eMarketer pointed out that e-commerce market accounted for 8.7% of global retail sales, 22 trillion US dollars in 2016, and expects to reach 14.6% in 2020. Although e-commerce grow slows down, e-commerce still plays an important role in retail sale market. As the growth rate still significantly exceeds the overall retail industry.
    There are more and more physical retails and traditional industries actively investing in digital transformation and building the e-commerce businesses. Although Taiwan’s e-commerce industry develops more than a decade, it lacks holistic industrial profile research and case studies. In spite of scattered case studies, the research of e-commerce focuses more on marketing tools and technological discussion than in-depth industrial exploration. The netnography method was used to research internet behaviors for more than ten years and allowed researchers to further capture complex online culture and social phenomena. Therefore, this study adopted netnography method to collect data and cases from the online e-commerce social community, where more than 50,000 e-commerce industry practitioners and many e-commerce entrepreneurs participated in, and investigated the interactive behaviors in this community for more than 3 years. After integration of social community data and data analysis, this study conducted in-depth interview for more 50 community members, e-commerce entrepreneurs or operators, to identify and compare these case studies to present the research propositions. Finally, this study illustrated these research propositions with above-mentioned e-commerce studies and conducted the following research topics: recurrence of case development in the same situation, e-commerce development trend forecast, etc.
    Basing on the observing and participating in the E-Commerce social community, this study found that Taiwan’s e-commerce has its propositions and is a unique model exclusive to Taiwan`s e-commerce environment different from the development of e-commerce in other countries and other industries in Taiwan.
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    描述: 博士
    國立政治大學
    資訊管理學系
    100356501
    資料來源: http://thesis.lib.nccu.edu.tw/record/#G0100356501
    数据类型: thesis
    DOI: 10.6814/DIS.NCCU.MIS.022.2018.A05
    显示于类别:[資訊管理學系] 學位論文

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