Publications-Theses
Article View/Open
Publication Export
-
題名 從委託代理問題看蝦皮購物之用戶管理歷程與架構分析
Applying agency problems perspectives on user management mechanisms of Shopee作者 莊恩碩
Chuang, En-Shuo貢獻者 邱奕嘉
Chiu, Yi-Chia
莊恩碩
Chuang, En-Shuo關鍵詞 平台經營模式
電子商務平台
用戶管理
委託代理問題
Platform business model
E-commerce platform
User management mechanism
Principal-agency problem日期 2019 上傳時間 7-Aug-2019 17:14:44 (UTC+8) 摘要 隨著網際網路的發明，人類交易的場所不再只侷限在現實世界，電子商務平台讓人類的交易行為跨越時間與空間的隔閡，商品資訊的傳遞更加迅速、商品價格一覽無遺，電子商務平台不僅增加了人們交易方式的選擇，也連帶改變了人們交易時的行為，使消費者與商家在電商平台上的行為與過去實體交易時截然不同，蝦皮購物在台灣為新興電商平台，本研究將探討蝦皮購物如何設計用戶管理機制以解決委託代理問題。本研究首先彙整平台經營模式相關理論，以解釋蝦皮購物的商業模式設計，並結合網路效應、用戶管理機制、資訊不對稱和委託代理關係，闡述隨著用戶逐漸增加，將導致電商平台中的資訊不對稱和代理問題更加嚴重，若無適當的管理機制，則可能進一步使用戶流失，這使得蝦皮購物出現負向的網路外部性，將阻礙蝦皮購物成長。接下來本研究利用個案研究法，以蝦皮購物官方訊息、書報雜誌和網路公開資料為主，整理蝦皮購物自2015年起的用戶管理機制與發展策略各自的演變，並且從委託代理問題的角度看用戶管理機制如何搭配階段性策略，以解決該階段將面對的代理問題，最終則歸納出蝦皮如何設計階段性的用戶管理機制，以確保在維持平台成長的同時，不會因為過度嚴格的管理規範妨礙用戶進入平台。期望這套架構能夠為蝦皮購物與其他電商平台，在建構與完善用戶管理機制時提供意見。
With the invention of the Internet, the e-commerce platforms allow human to trade across the barriers of time and space, therefore human is no longer limited to trade in the real world. The transfer of information become faster and the price become more transparent. E-commerce platforms not only increased the ways people trade commodities, but also changed the behavior of consumer and seller. The consumers and merchants act distinctly in e-commerce platforms from the past. Shopee is an emerging e-commerce platform in Taiwan, and this study will discuss how Shopee designs the user management mechanism in order to solve the principal-agent problem.This study first organizes the whole platform business model related theory to explain the business model design of Shopee. Then using the network effect, the user management mechanism, the asymmetric information and principal-agent relationship to elaborate the phenomenon that increasing users causing the asymmetric information and agency problem in e-commerce platforms being more serious. If there is no proper management mechanism, e-commerce platforms may further lose users. This problem will cause negative network externalities and will hinder growth of Shopee.Next, this study uses case study method, with Shopee official data, books, newspapers, magazines and Internet information. Organizing the evolution of the user management mechanism and development strategy of Shopee since 2015 and analyze how the user management mechanism matching the stage strategy from the perspective of principal-agent problems. Then I find out how Shopee resolving the problem of agency at any stage. In the end, I will induce the design of the Shopee user management mechanism, which can ensure the growth of the platform and not hindering the user entering the platform with strict regulations at the same time. I hope that this framework can provide suggestions for Shopee and other e-commerce platforms in the construction and improvement of user management mechanism.參考文獻 一、中文文獻許士軍（1993）。管理學。台北：東華出版社。蕭瑞麟（2007）。不用數字的研究：鍛鍊深度思考力的質性研究（第二版）。台 北：台灣培生教育出版股份有限公司。林淑馨. (2010). 質性研究：理論與實務. 巨流圖書公司. Retrieved from http://www.books.com.tw/products/0010590752林金定, 嚴嘉楓, & 陳美花. (2005). 質性研究方法：訪談模式與實施步驟分析. 身心障礙研究季刊, 3(2), 122–136.https://doi.org/10.30072/jdr.200506.0005程貴孫、陳宏民、孫武軍（2006）。雙邊市場視角下的平台企業行為研究。經濟 理論與經濟管理，2006(9)：55-60。陳威如、余卓軒（2013）。平台革命：席捲全球社交、購物、遊戲、媒體的商業模式創新。台北：商周出版。Parker,G.G.,Van Alstyne,M.W.,&Choudary,S.P (2016).平台經濟模式：從啟動、獲利到成長的全方位攻略（李芳齡，譯）台北:天下雜誌。包錫繼（2012）。基於委託¬–代理理論的網購供應鏈風險研究。華南理工大學碩士學位論文，廣東。汪旭輝、張其林（2017）。平台型網路市場中的“檸檬問題”形成機理與治理機制—基於阿里巴巴的案例研究。中國軟科學期刊。二、英文文獻Banister, P., Burman, E., Parker, I., Taylor, M., & Tindall, C. (1994). Qualitative methods in psychology: A research guide. Maidenhead, BRK, England: Open University Press.Guba, E. G., & Lincoln, Y. S. (1994). Handbook of qualitative research. California: Sage Publications.Patton, M. (1990). Qualitative evaluation and research methods. California: Sage Publications.Yin, R. K. (1989). Case study research: Design and methods. Applied Social Research Series, 5.Jean-Charles Rochet & Jean Tirole (2003) “Platform Competition in Two-Sided Markets,” 1(4) Journal of the European Economic Association, 991-994.Kenichi Ohmae (2000). The Invisible Continent: Four Strategic Imperatives of the New Economy. Boston: Nicholas Brealey Publishing.Eisenmann, T., Parker, G., & Van Alstyne, M. W. (2006).Strategies for two-sided markets. Harvard business review, 84(10), 92.Evans, D. S. (2003). Some Empirical Aspects of Multi-sided Platform Industries. Review of Network Economics, 2(3).Armstrong, M. (2006). Competition in Two-Sided Markets. The RAND Journal of Economics, 37(3), 668-691. Retrieved from http://www.jstor.org/stable/25046266Yesil, M(1997). Creating the virtual store. New York: John Wiley and Sons. Yin, R. K. (1989). Case study research: Design and methods. Applied Social Research Series, 5.Anderson, Erin and Richard L. Oliver(1987),”Perspectives on Behavior-Based Versus Outcome-Based Salesforce Control Systems,” Journal of Marketing, 51,October, pp76-88.Eisenhardt, Kathleen M.(1985), “Control: Organizational and Economic Approaches,”Management Science,31(February), pp134-49Bergen, Mark, Shantanu Dutta, and Orville C. Walker, Jr.(1992), “Agency Relationships in Marketing: A Review of the Implications and Applications of Agency and Related Theories,” Journal of Marketing,56(July),pp1-24 描述 碩士
國立政治大學
企業管理研究所(MBA學位學程)
1063630191資料來源 http://thesis.lib.nccu.edu.tw/record/#G1063630191 資料類型 thesis dc.contributor.advisor 邱奕嘉 zh_TW dc.contributor.advisor Chiu, Yi-Chia en_US dc.contributor.author (Authors) 莊恩碩 zh_TW dc.contributor.author (Authors) Chuang, En-Shuo en_US dc.creator (作者) 莊恩碩 zh_TW dc.creator (作者) Chuang, En-Shuo en_US dc.date (日期) 2019 en_US dc.date.accessioned 7-Aug-2019 17:14:44 (UTC+8) - dc.date.available 7-Aug-2019 17:14:44 (UTC+8) - dc.date.issued (上傳時間) 7-Aug-2019 17:14:44 (UTC+8) - dc.identifier (Other Identifiers) G1063630191 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/125075 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 企業管理研究所(MBA學位學程) zh_TW dc.description (描述) 1063630191 zh_TW dc.description.abstract (摘要) 隨著網際網路的發明，人類交易的場所不再只侷限在現實世界，電子商務平台讓人類的交易行為跨越時間與空間的隔閡，商品資訊的傳遞更加迅速、商品價格一覽無遺，電子商務平台不僅增加了人們交易方式的選擇，也連帶改變了人們交易時的行為，使消費者與商家在電商平台上的行為與過去實體交易時截然不同，蝦皮購物在台灣為新興電商平台，本研究將探討蝦皮購物如何設計用戶管理機制以解決委託代理問題。本研究首先彙整平台經營模式相關理論，以解釋蝦皮購物的商業模式設計，並結合網路效應、用戶管理機制、資訊不對稱和委託代理關係，闡述隨著用戶逐漸增加，將導致電商平台中的資訊不對稱和代理問題更加嚴重，若無適當的管理機制，則可能進一步使用戶流失，這使得蝦皮購物出現負向的網路外部性，將阻礙蝦皮購物成長。接下來本研究利用個案研究法，以蝦皮購物官方訊息、書報雜誌和網路公開資料為主，整理蝦皮購物自2015年起的用戶管理機制與發展策略各自的演變，並且從委託代理問題的角度看用戶管理機制如何搭配階段性策略，以解決該階段將面對的代理問題，最終則歸納出蝦皮如何設計階段性的用戶管理機制，以確保在維持平台成長的同時，不會因為過度嚴格的管理規範妨礙用戶進入平台。期望這套架構能夠為蝦皮購物與其他電商平台，在建構與完善用戶管理機制時提供意見。 zh_TW dc.description.abstract (摘要) With the invention of the Internet, the e-commerce platforms allow human to trade across the barriers of time and space, therefore human is no longer limited to trade in the real world. The transfer of information become faster and the price become more transparent. E-commerce platforms not only increased the ways people trade commodities, but also changed the behavior of consumer and seller. The consumers and merchants act distinctly in e-commerce platforms from the past. Shopee is an emerging e-commerce platform in Taiwan, and this study will discuss how Shopee designs the user management mechanism in order to solve the principal-agent problem.This study first organizes the whole platform business model related theory to explain the business model design of Shopee. Then using the network effect, the user management mechanism, the asymmetric information and principal-agent relationship to elaborate the phenomenon that increasing users causing the asymmetric information and agency problem in e-commerce platforms being more serious. If there is no proper management mechanism, e-commerce platforms may further lose users. This problem will cause negative network externalities and will hinder growth of Shopee.Next, this study uses case study method, with Shopee official data, books, newspapers, magazines and Internet information. Organizing the evolution of the user management mechanism and development strategy of Shopee since 2015 and analyze how the user management mechanism matching the stage strategy from the perspective of principal-agent problems. Then I find out how Shopee resolving the problem of agency at any stage. In the end, I will induce the design of the Shopee user management mechanism, which can ensure the growth of the platform and not hindering the user entering the platform with strict regulations at the same time. I hope that this framework can provide suggestions for Shopee and other e-commerce platforms in the construction and improvement of user management mechanism. en_US dc.description.tableofcontents 目次第一章 緒論 1第一節 研究背景與動機 1第二節 研究問題與目的 3第二章 文獻探討 4第一節 平台經營模式 4第二節 平台網路效應 8第三節 平台用戶管理機制 10第四節 電商平台中的資訊不對稱與委託代理關係 11第三章 研究方法 16第一節 研究方法－質性研究 16第二節 研究方法－個案研究 18第三節 研究設計與研究架構 20第四章 個案介紹 22第一節 臺灣電商市場概況 22第二節 蝦皮購物公司介紹與沿革 27第三節 蝦皮購物策略演變歷程 30第四節 蝦皮購物代理問題與用戶管理規範設計 34第五章 研究分析與討論 48第一節 用戶規範分類歸納 48第二節 用戶規範與電商平台的委託代理問題 53第三節 用戶規範演變與階段性策略印證 57第六章 結論與建議 61第一節 結論 61第二節 研究限制 65第三節 後續研究建議 66參考文獻 67 zh_TW dc.format.extent 1159611 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G1063630191 en_US dc.subject (關鍵詞) 平台經營模式 zh_TW dc.subject (關鍵詞) 電子商務平台 zh_TW dc.subject (關鍵詞) 用戶管理 zh_TW dc.subject (關鍵詞) 委託代理問題 zh_TW dc.subject (關鍵詞) Platform business model en_US dc.subject (關鍵詞) E-commerce platform en_US dc.subject (關鍵詞) User management mechanism en_US dc.subject (關鍵詞) Principal-agency problem en_US dc.title (題名) 從委託代理問題看蝦皮購物之用戶管理歷程與架構分析 zh_TW dc.title (題名) Applying agency problems perspectives on user management mechanisms of Shopee en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 一、中文文獻許士軍（1993）。管理學。台北：東華出版社。蕭瑞麟（2007）。不用數字的研究：鍛鍊深度思考力的質性研究（第二版）。台 北：台灣培生教育出版股份有限公司。林淑馨. (2010). 質性研究：理論與實務. 巨流圖書公司. Retrieved from http://www.books.com.tw/products/0010590752林金定, 嚴嘉楓, & 陳美花. (2005). 質性研究方法：訪談模式與實施步驟分析. 身心障礙研究季刊, 3(2), 122–136.https://doi.org/10.30072/jdr.200506.0005程貴孫、陳宏民、孫武軍（2006）。雙邊市場視角下的平台企業行為研究。經濟 理論與經濟管理，2006(9)：55-60。陳威如、余卓軒（2013）。平台革命：席捲全球社交、購物、遊戲、媒體的商業模式創新。台北：商周出版。Parker,G.G.,Van Alstyne,M.W.,&Choudary,S.P (2016).平台經濟模式：從啟動、獲利到成長的全方位攻略（李芳齡，譯）台北:天下雜誌。包錫繼（2012）。基於委託¬–代理理論的網購供應鏈風險研究。華南理工大學碩士學位論文，廣東。汪旭輝、張其林（2017）。平台型網路市場中的“檸檬問題”形成機理與治理機制—基於阿里巴巴的案例研究。中國軟科學期刊。二、英文文獻Banister, P., Burman, E., Parker, I., Taylor, M., & Tindall, C. (1994). Qualitative methods in psychology: A research guide. Maidenhead, BRK, England: Open University Press.Guba, E. G., & Lincoln, Y. S. (1994). Handbook of qualitative research. California: Sage Publications.Patton, M. (1990). Qualitative evaluation and research methods. California: Sage Publications.Yin, R. K. (1989). Case study research: Design and methods. Applied Social Research Series, 5.Jean-Charles Rochet & Jean Tirole (2003) “Platform Competition in Two-Sided Markets,” 1(4) Journal of the European Economic Association, 991-994.Kenichi Ohmae (2000). The Invisible Continent: Four Strategic Imperatives of the New Economy. Boston: Nicholas Brealey Publishing.Eisenmann, T., Parker, G., & Van Alstyne, M. W. (2006).Strategies for two-sided markets. Harvard business review, 84(10), 92.Evans, D. S. (2003). Some Empirical Aspects of Multi-sided Platform Industries. Review of Network Economics, 2(3).Armstrong, M. (2006). Competition in Two-Sided Markets. The RAND Journal of Economics, 37(3), 668-691. Retrieved from http://www.jstor.org/stable/25046266Yesil, M(1997). Creating the virtual store. New York: John Wiley and Sons. Yin, R. K. (1989). Case study research: Design and methods. Applied Social Research Series, 5.Anderson, Erin and Richard L. Oliver(1987),”Perspectives on Behavior-Based Versus Outcome-Based Salesforce Control Systems,” Journal of Marketing, 51,October, pp76-88.Eisenhardt, Kathleen M.(1985), “Control: Organizational and Economic Approaches,”Management Science,31(February), pp134-49Bergen, Mark, Shantanu Dutta, and Orville C. Walker, Jr.(1992), “Agency Relationships in Marketing: A Review of the Implications and Applications of Agency and Related Theories,” Journal of Marketing,56(July),pp1-24 zh_TW dc.identifier.doi (DOI) 10.6814/NCCU201900249 en_US
