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    Title: 從使用者體驗觀點探討平台之經營與成長-以Pinkoi為例
    Authors: 王梵蓁
    Contributors: 溫肇東
    王梵蓁
    Keywords: 設計品購物平台
    C2C電子商務
    使用者體驗
    Date: 2015
    Issue Date: 2015-10-01 14:29:40 (UTC+8)
    Abstract: 隨著網路平台的商業模式發展漸趨多元,許多新型態的購物平台陸續出現,電子商務產業的蓬勃發展吸引各路業者爭相加入,但由於網路生態容易有「大者恆大」的現象,先進者在市場上已積累一定的口碑和忠實顧客,後進者往往必須付出更高的成本卻仍望塵莫及。初萌芽的平台若欲爭食這塊大餅,必定得採取獨特的策略,才有辦法在已被龍頭廠商獨佔的市場中突出,吸引使用者的目光。

    過去文獻在探討電子商務平台如何吸引使用者加入時,大多聚焦於平台和「消費端使用者」之間的關係經營,然而,平台商業模式意指連結兩個(或多個)的特定群體,提供他們互動機制,滿足所有群體的需求,並巧妙地中獲利(平台革命,2013)。平台的經營應能同時為所有使用群體創造價值,一旦其中一方群體對平台的需求增加而逐漸壯大,另一方群體也會同時成長,進而建立起一個良性循環。因此,電子商務平台的經營除了需要眾多的消費端使用者之外,內容的豐富度則必須仰賴「供應端使用者」,即「設計師」的投入。

    本研究以平台和「設計師使用者」作為主要研究對象,從使用者體驗的觀點探討平台如何讓設計師願意並喜愛使用,而這樣的使用體驗設計對於設計師欲完成之任務的幫助效用為何。透過雙方觀點的比較,彙整出平台創立初期能成快速吸引設計師使用者加入、並成為該領域領先者的關鍵體驗元素,而雙方觀點不一致部分對於平台經營與成長又有何影響。為了避免詞彙上的誤解,本研究將統一以「設計師」一詞替代「使用者」。
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    Description: 碩士
    國立政治大學
    科技管理與智慧財產研究所
    102364138
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0102364138
    Data Type: thesis
    Appears in Collections:[Graduate Institute of TIPM] Theses

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