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題名 由動態競爭觀點檢視電競電腦廠商於網路傳播之競爭性行為－以華碩、微星為例
Applying Competitive Dynamics to Analyze Competitive Behavior of E-sports Computer Companies on the Internet Communications: The Case Study of ASUS, MSI作者 葉宇婕
Ye, Yu-Jie貢獻者 許牧彥
Hsu, Mu-Yen
葉宇婕
Ye, Yu-Jie關鍵詞 動態競爭
網路傳播
競爭性行為
回應落差
察覺-動機-能耐觀點
competitive dynamics
Internet Communications
competitive behavior
response lag
awareness-motivation-capability perspective日期 2019 上傳時間 5-Sep-2019 17:31:21 (UTC+8) 摘要 根據市調機構Newzoo 2018年全球電競產業的研究報告統計，全球電競市場2018年的產值達到9.06億美元，成長率高達38%，顯示出電競產業的發展潛能。觀察全球前五大的電腦品牌廠，聯想、戴爾、惠普、宏碁及華碩都有推出電競專用的電腦以及周邊產品。而隨著網路的發達，網路傳播可以讓消費者迅速地得到想要蒐集的資訊，也可以讓消費者隨時透過網路傳達自己的言論意見。對於電競電腦廠商而言，他們需要投入更多的資源在網路資訊的處理以及網路媒體的經營，並以網路曝光的方式行銷產品。網路已經成為新興的競爭領域。因此本研究將研究的場域聚焦在網路上，並以動態競爭之觀點以及網路傳播內容的分析法來探討台灣的電競電腦硬體供應商－華碩、微星在網路傳播層面上彼此的競爭性行為，以及消費者於網路論壇的反應；進而了解網路傳播對於廠商發動競爭性行為的影響。本研究的結果驗證了Chen(1992)所指出之具有高度執行條件的競爭性行動，會減少競爭性回應的數目、增加回應的落差，以及Chen & MacMillan(1992)對於不可逆轉性較高的行動會使防禦者較不容易採取回應的研究。本研究建議廠商的競爭策略不要只是緊盯著競爭者的行動與回應，而應該藉由網路與消費者建立直接的互動關係，使得廠商更為快速地得到消費者的回饋，並領先競爭者來回應消費者的需求。
According to the research report of the global e-sports industry of Newzoo 2018, the global e-sports market reached 906 million US dollars in 2018, with a growth rate of 38%, showing the development potential of the e-sports industry. The top five computer company in the world, Lenovo, Dell, Hewlett-Packard, Acer and Asus all have launched e-sports computer. Meanwhile, with the development of the Internet, consumers can gather more information from Internet and communicate their opinions through the Internet. Therefore, computer companies need to invest more resources in the processing of network information and the operation of online media. Internet had become the new battlefield of computer companies.The research field of this study focus on the Internet communication, and analyzes the competitive behaviors of Taiwan`s computer companies, ASUS and MSI from the perspective of competitive dynamic, then verifies these competitive behaviors with consumer’s response on the online forum.The findings of this study validate Chen (1992)’s and Chen & MacMillan (1992)`s arguments—1. The competitive actions with high execution conditions, reduces the number of competitive responses, increases the lag in response. 2. Actions with higher irreversibility make the defender less likely to respond. It is further suggested that firms should not focus on the actions or responds of competitors only, but should establish the direct interaction with consumers through internet communication which will enable firms get feedback from consumers more quickly and get competitive advantage over their competitors.參考文獻 英文文獻Babbie, E. (1986). Practice of sodai research. In: Belmont, CA.Bain, J. S. (1956). Barriers to new competition: their character and consequences in manufacturing industries (Vol. 329): Harvard University Press Cambridge, MA.Bansal, H. S., & Voyer, P. A. (2000). Word-of-mouth processes within a services purchase decision context. Journal of service research, 3(2), 166-177.Bethke, E. (2003). Game development and production: Wordware Publishing, Inc.Bickart, B., & Schindler, R. M. (2001). Internet forums as influential sources of consumer information. Journal of interactive marketing, 15(3), 31-40.Budd, R. W., Thorp, R. K., & Donohew, L. (1967). Content analysis of communications.Chen, M.-J. (1996). Competitor analysis and interfirm rivalry: Toward a theoretical integration. Academy of management review, 21(1), 100-134.Chen, M.-J., & MacMillan, I. C. (1992). Nonresponse and delayed response to competitive moves: The roles of competitor dependence and action irreversibility. Academy of management journal, 35(3), 539-570.Chen, M.-J., Smith, K. G., & Grimm, C. M. (1992). Action characteristics as predictors of competitive responses. Management science, 38(3), 439-455.Cool, K. O., & Schendel, D. (1987). Strategic group formation and performance: The case of the US pharmaceutical industry, 1963–1982. Management science, 33(9), 1102-1124.Dance, F. E. (1967). Human communication theory: Original essays.Ferrier, W. J. (2001). Navigating the competitive landscape: The drivers and consequences of competitive aggressiveness. Academy of management journal, 44(4), 858-877.Hamari, J., & Sjöblom, M. J. I. r. (2017). What is eSports and why do people watch it? , 27(2), 211-232.Hanson, D., Hitt, M. A., Ireland, R. D., & Hoskisson, R. E. (2016). Strategic management: Competitiveness and globalisation: Cengage AU.Harvey, D. (1989). The condition of postmodernity (Vol. 14): Blackwell Oxford.Herr, P. M., Kardes, F. R., & Kim, J. (1991). Effects of word-of-mouth and product-attribute information on persuasion: An accessibility-diagnosticity perspective. Journal of consumer research, 17(4), 454-462.Holsti, O. R. J. R. M. A.-W. (1969). Content analysis for the social sciences and humanities.Kerlinger, F. N. (1966). Foundations of behavioral research.Krippendorff, K. (2018). Content analysis: An introduction to its methodology: Sage publications.McQuire, S. (2000). Impact Aesthetics: Back to the Future in Digital Cinema? Millennial Fantasies. Convergence, 6(2), 41-61.Nielsen, J. (1993). Hypertext and hypermedia: Morgan Kaufmann Publishers Inc.Padilla, M. (1998). Affirmative access: A gay Chicano lost in cyberspace. RichardHoleton (ed.), Composing Cyberspace: Identity, Community, and Knowledge in the Electronic Age. Boston: McGraw-Hill, 121-122.Pool, I. d. S. (1959). Trends in content analysis.Porter, M. E. (2008). Competitive strategy: Techniques for analyzing industries and competitors: Simon and Schuster.Poster, M. (1997). Cyberdemocracy: Internet and the public sphere. Internet culture, 201-218.Rheingold, H. (1994). The electronic landscape: A writer`s perspective. Paper presented at the Writers’ Retreat on Interactive Technology & Equipment Conference, University of Vancouver, Vancouver, British Columbia.Rheingold, H. (2000). The virtual community: Homesteading on the electronic frontier: MIT press.Smith, K. G., Grimm, C. M., Gannon, M. J., & Chen, M.-J. (1991). Organizational information processing, competitive responses, and performance in the US domestic airline industry. Academy of management journal, 34(1), 60-85.Steuer, J. (1992). Defining virtual reality: Dimensions determining telepresence. Journal of communication, 42(4), 73-93.Turkle, S. (2011). Life on the Screen: Simon and Schuster.中文文獻王幼萍、曾耀民、盧延根、傅朝文（2017）。有關發展我國電子競技產業之研析。王石番（1991）。傳播內容分析法：理論與實證。幼獅文化事業公司。王蘭成（2016）。鄉民到底在想什麼?網路輿情分析數：碁峰資訊股份有限公司。吳筱玫（2003）。網路傳播概論。台北：智勝。李樹（2016）。雙邊效應：我國電子競技賽事運營產業商業模式初探。中國網絡傳播研究（01）。周慶祥（2005）。網路新聞：理論與實踐。風雲論壇有限公司。邵培仁（2009）。媒介輿論學：通向和諧社會的輿論傳播研究。中國傳媒大學出版社。涂志豪、周倩（1997）。網路超文本環境中新聞敘事結構與寫作歷程之初探。秦庭祥（2019）。電競小教室散熱篇：筆電的效能很重要，但散熱其實更關鍵！上網日期：2019年7月22日，檢自：https://www.techbang.com/posts/63627-electric-competition-small-classroom-heat-dissipation-article-the-performance-of-the-pen-is-very-important-but-the-heat-dissipation-is-actually-more-critical許巍、楊彩雲（2006）。對電子競技運動發展的初步探討。周口師範學院學報， 23(2)，150-153。曼紐爾·卡斯特（Castells, M.）（2000）。網路社會之崛起（The Rise of the Network Society）（夏鑄九譯）。陳明哲（2012）。察覺－動機－能力：細解AMC分析法（一）。上網日期： 2019年7月22日，檢自： https://www.hbrtaiwan.com/article_content_AR0002212.html陳明哲（2013）。察覺－動機－能力：細解AMC分析法（二）。上網日期： 2019年7月22日，檢自：https://www.hbrtaiwan.com/mobile/article_content_AR0002237.html黃大林、黃曉靈、蔣波（2016）。電競體育產業市場潛力分析及其建議。當代體育科技，6(05)，112-116。楊越（2018）新時代電子競技和電子競技產業研究。體育科學，38(04)，8-21。謝洪明、藍海林、劉鋼庭、曾萍（2003）。動態競爭理論的研究評述。 描述 碩士
國立政治大學
科技管理與智慧財產研究所
106364138資料來源 http://thesis.lib.nccu.edu.tw/record/#G1063641381 資料類型 thesis dc.contributor.advisor 許牧彥 zh_TW dc.contributor.advisor Hsu, Mu-Yen en_US dc.contributor.author (Authors) 葉宇婕 zh_TW dc.contributor.author (Authors) Ye, Yu-Jie en_US dc.creator (作者) 葉宇婕 zh_TW dc.creator (作者) Ye, Yu-Jie en_US dc.date (日期) 2019 en_US dc.date.accessioned 5-Sep-2019 17:31:21 (UTC+8) - dc.date.available 5-Sep-2019 17:31:21 (UTC+8) - dc.date.issued (上傳時間) 5-Sep-2019 17:31:21 (UTC+8) - dc.identifier (Other Identifiers) G1063641381 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/125927 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 科技管理與智慧財產研究所 zh_TW dc.description (描述) 106364138 zh_TW dc.description.abstract (摘要) 根據市調機構Newzoo 2018年全球電競產業的研究報告統計，全球電競市場2018年的產值達到9.06億美元，成長率高達38%，顯示出電競產業的發展潛能。觀察全球前五大的電腦品牌廠，聯想、戴爾、惠普、宏碁及華碩都有推出電競專用的電腦以及周邊產品。而隨著網路的發達，網路傳播可以讓消費者迅速地得到想要蒐集的資訊，也可以讓消費者隨時透過網路傳達自己的言論意見。對於電競電腦廠商而言，他們需要投入更多的資源在網路資訊的處理以及網路媒體的經營，並以網路曝光的方式行銷產品。網路已經成為新興的競爭領域。因此本研究將研究的場域聚焦在網路上，並以動態競爭之觀點以及網路傳播內容的分析法來探討台灣的電競電腦硬體供應商－華碩、微星在網路傳播層面上彼此的競爭性行為，以及消費者於網路論壇的反應；進而了解網路傳播對於廠商發動競爭性行為的影響。本研究的結果驗證了Chen(1992)所指出之具有高度執行條件的競爭性行動，會減少競爭性回應的數目、增加回應的落差，以及Chen & MacMillan(1992)對於不可逆轉性較高的行動會使防禦者較不容易採取回應的研究。本研究建議廠商的競爭策略不要只是緊盯著競爭者的行動與回應，而應該藉由網路與消費者建立直接的互動關係，使得廠商更為快速地得到消費者的回饋，並領先競爭者來回應消費者的需求。 zh_TW dc.description.abstract (摘要) According to the research report of the global e-sports industry of Newzoo 2018, the global e-sports market reached 906 million US dollars in 2018, with a growth rate of 38%, showing the development potential of the e-sports industry. The top five computer company in the world, Lenovo, Dell, Hewlett-Packard, Acer and Asus all have launched e-sports computer. Meanwhile, with the development of the Internet, consumers can gather more information from Internet and communicate their opinions through the Internet. Therefore, computer companies need to invest more resources in the processing of network information and the operation of online media. Internet had become the new battlefield of computer companies.The research field of this study focus on the Internet communication, and analyzes the competitive behaviors of Taiwan`s computer companies, ASUS and MSI from the perspective of competitive dynamic, then verifies these competitive behaviors with consumer’s response on the online forum.The findings of this study validate Chen (1992)’s and Chen & MacMillan (1992)`s arguments—1. The competitive actions with high execution conditions, reduces the number of competitive responses, increases the lag in response. 2. Actions with higher irreversibility make the defender less likely to respond. It is further suggested that firms should not focus on the actions or responds of competitors only, but should establish the direct interaction with consumers through internet communication which will enable firms get feedback from consumers more quickly and get competitive advantage over their competitors. en_US dc.description.tableofcontents 謝辭 i摘要 iiAbstract iii目錄 iv表次 v圖次 vi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 動態競爭 4第二節 網路傳播 10第三節 內容分析法 20第三章 研究方法 26第一節 研究設計 26第二節 研究架構 28第三節 操作性定義 32第四節 資料蒐集方法 36第四章 產業分析 40第一節 電競產業 40第二節 電競電腦分析 43第五章 研究分析 49第一節 華碩、微星在網路新聞媒體上的競爭態勢 49第二節 華碩、微星發動之競爭性行為於網路論壇的影響 80第六章 研究結論與建議 87第一節 研究結論 87第二節 研究限制與建議 92參考文獻 94 zh_TW dc.format.extent 1425414 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G1063641381 en_US dc.subject (關鍵詞) 動態競爭 zh_TW dc.subject (關鍵詞) 網路傳播 zh_TW dc.subject (關鍵詞) 競爭性行為 zh_TW dc.subject (關鍵詞) 回應落差 zh_TW dc.subject (關鍵詞) 察覺-動機-能耐觀點 zh_TW dc.subject (關鍵詞) competitive dynamics en_US dc.subject (關鍵詞) Internet Communications en_US dc.subject (關鍵詞) competitive behavior en_US dc.subject (關鍵詞) response lag en_US dc.subject (關鍵詞) awareness-motivation-capability perspective en_US dc.title (題名) 由動態競爭觀點檢視電競電腦廠商於網路傳播之競爭性行為－以華碩、微星為例 zh_TW dc.title (題名) Applying Competitive Dynamics to Analyze Competitive Behavior of E-sports Computer Companies on the Internet Communications: The Case Study of ASUS, MSI en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 英文文獻Babbie, E. (1986). Practice of sodai research. In: Belmont, CA.Bain, J. S. (1956). Barriers to new competition: their character and consequences in manufacturing industries (Vol. 329): Harvard University Press Cambridge, MA.Bansal, H. S., & Voyer, P. A. (2000). Word-of-mouth processes within a services purchase decision context. Journal of service research, 3(2), 166-177.Bethke, E. (2003). Game development and production: Wordware Publishing, Inc.Bickart, B., & Schindler, R. M. (2001). Internet forums as influential sources of consumer information. Journal of interactive marketing, 15(3), 31-40.Budd, R. W., Thorp, R. K., & Donohew, L. (1967). Content analysis of communications.Chen, M.-J. (1996). Competitor analysis and interfirm rivalry: Toward a theoretical integration. Academy of management review, 21(1), 100-134.Chen, M.-J., & MacMillan, I. C. (1992). Nonresponse and delayed response to competitive moves: The roles of competitor dependence and action irreversibility. Academy of management journal, 35(3), 539-570.Chen, M.-J., Smith, K. G., & Grimm, C. M. (1992). Action characteristics as predictors of competitive responses. Management science, 38(3), 439-455.Cool, K. O., & Schendel, D. (1987). Strategic group formation and performance: The case of the US pharmaceutical industry, 1963–1982. Management science, 33(9), 1102-1124.Dance, F. E. (1967). Human communication theory: Original essays.Ferrier, W. J. (2001). Navigating the competitive landscape: The drivers and consequences of competitive aggressiveness. Academy of management journal, 44(4), 858-877.Hamari, J., & Sjöblom, M. J. I. r. (2017). What is eSports and why do people watch it? , 27(2), 211-232.Hanson, D., Hitt, M. A., Ireland, R. D., & Hoskisson, R. E. (2016). Strategic management: Competitiveness and globalisation: Cengage AU.Harvey, D. (1989). The condition of postmodernity (Vol. 14): Blackwell Oxford.Herr, P. M., Kardes, F. R., & Kim, J. (1991). Effects of word-of-mouth and product-attribute information on persuasion: An accessibility-diagnosticity perspective. Journal of consumer research, 17(4), 454-462.Holsti, O. R. J. R. M. A.-W. (1969). Content analysis for the social sciences and humanities.Kerlinger, F. N. (1966). Foundations of behavioral research.Krippendorff, K. (2018). Content analysis: An introduction to its methodology: Sage publications.McQuire, S. (2000). Impact Aesthetics: Back to the Future in Digital Cinema? Millennial Fantasies. Convergence, 6(2), 41-61.Nielsen, J. (1993). Hypertext and hypermedia: Morgan Kaufmann Publishers Inc.Padilla, M. (1998). Affirmative access: A gay Chicano lost in cyberspace. RichardHoleton (ed.), Composing Cyberspace: Identity, Community, and Knowledge in the Electronic Age. Boston: McGraw-Hill, 121-122.Pool, I. d. S. (1959). Trends in content analysis.Porter, M. E. (2008). Competitive strategy: Techniques for analyzing industries and competitors: Simon and Schuster.Poster, M. (1997). Cyberdemocracy: Internet and the public sphere. Internet culture, 201-218.Rheingold, H. (1994). The electronic landscape: A writer`s perspective. Paper presented at the Writers’ Retreat on Interactive Technology & Equipment Conference, University of Vancouver, Vancouver, British Columbia.Rheingold, H. (2000). The virtual community: Homesteading on the electronic frontier: MIT press.Smith, K. G., Grimm, C. M., Gannon, M. J., & Chen, M.-J. (1991). Organizational information processing, competitive responses, and performance in the US domestic airline industry. Academy of management journal, 34(1), 60-85.Steuer, J. (1992). Defining virtual reality: Dimensions determining telepresence. Journal of communication, 42(4), 73-93.Turkle, S. (2011). Life on the Screen: Simon and Schuster.中文文獻王幼萍、曾耀民、盧延根、傅朝文（2017）。有關發展我國電子競技產業之研析。王石番（1991）。傳播內容分析法：理論與實證。幼獅文化事業公司。王蘭成（2016）。鄉民到底在想什麼?網路輿情分析數：碁峰資訊股份有限公司。吳筱玫（2003）。網路傳播概論。台北：智勝。李樹（2016）。雙邊效應：我國電子競技賽事運營產業商業模式初探。中國網絡傳播研究（01）。周慶祥（2005）。網路新聞：理論與實踐。風雲論壇有限公司。邵培仁（2009）。媒介輿論學：通向和諧社會的輿論傳播研究。中國傳媒大學出版社。涂志豪、周倩（1997）。網路超文本環境中新聞敘事結構與寫作歷程之初探。秦庭祥（2019）。電競小教室散熱篇：筆電的效能很重要，但散熱其實更關鍵！上網日期：2019年7月22日，檢自：https://www.techbang.com/posts/63627-electric-competition-small-classroom-heat-dissipation-article-the-performance-of-the-pen-is-very-important-but-the-heat-dissipation-is-actually-more-critical許巍、楊彩雲（2006）。對電子競技運動發展的初步探討。周口師範學院學報， 23(2)，150-153。曼紐爾·卡斯特（Castells, M.）（2000）。網路社會之崛起（The Rise of the Network Society）（夏鑄九譯）。陳明哲（2012）。察覺－動機－能力：細解AMC分析法（一）。上網日期： 2019年7月22日，檢自： https://www.hbrtaiwan.com/article_content_AR0002212.html陳明哲（2013）。察覺－動機－能力：細解AMC分析法（二）。上網日期： 2019年7月22日，檢自：https://www.hbrtaiwan.com/mobile/article_content_AR0002237.html黃大林、黃曉靈、蔣波（2016）。電競體育產業市場潛力分析及其建議。當代體育科技，6(05)，112-116。楊越（2018）新時代電子競技和電子競技產業研究。體育科學，38(04)，8-21。謝洪明、藍海林、劉鋼庭、曾萍（2003）。動態競爭理論的研究評述。 zh_TW dc.identifier.doi (DOI) 10.6814/NCCU201900974 en_US
