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題名 雲端服務創新: 以電子商務新創平台為例
Cloud Services for Innovation – Implications for E-Commerce Startups
作者 羅愛天
Luy, Ann-Kathrin
貢獻者 尚孝純
Shang, Shari
羅愛天
Ann-Kathrin Luy
關鍵詞 軟體即服務
電子商務
初創公司
雲端運算
關鍵成功因素
SaaS
E-Commerce
Startups
Cloud Computing
Critical Success Factors
日期 2020
上傳時間 3-Aug-2020 17:48:09 (UTC+8)
摘要 This thesis explores the topic of E-commerce as a Service with focus on startup businesses. It provides an explanation for what E-commerce as a Service is and also sheds light on related aspects. In a literature review, existing research is examined to identify critical success factors for e-commerce startups. The identified factors are: service quality, system quality, information quality, website design, interactivity, data security, playfulness, cost and payment structure, personalization, scalability and ease of use. The thesis also provides a list with services currently offered for e-commerce businesses in the field and gives an overview of decision-making criteria that helps startups to choose the most appropriate provider. To test whether the identified critical success factors are exhaustive and indeed critical for an e-commerce startup’s success, a quasi-experiment is conducted. The quasi-experiment finds interactivity, playfulness, cost and payment structure, personalization and ease of use to be critical for business success. The other factors identified in the literature review could not be tested, due to the nature of the experiment. In addition to the critical success factors addressed in previous research, the quasi-experiment finds connection to social media and analytics to be further factors that should be added to the list. Factors concerning the business aspect are also identified in the quasi-experiment.
參考文獻 Adams, D. A., Nelson, R. R., & Todd, P. A. (1992). Perceived usefulness, ease of use, and usage of information technology: A replication. MIS Quarterly: Management Information Systems, 16(2), 227–247. https://doi.org/10.2307/249577
Ahn, T., Ryu, S., & Han, I. (2007). The impact of Web quality and playfulness on user acceptance of online retailing. Information and Management, 44(3), 263–275. https://doi.org/10.1016/j.im.2006.12.008
Aljahdali, H., Albatli, A., Garraghan, P., Townend, P., Lau, L., & Xu, J. (2014). Multi-tenancy in cloud computing. Proceedings - IEEE 8th International Symposium on Service Oriented System Engineering, SOSE 2014, 344–351. https://doi.org/10.1109/SOSE.2014.50
Amblee, N., & Bui, T. (2011). Harnessing the Influence of Social Proof in Online Shopping: The Effect of Electronic Long Tail View project Social Proof and EWOM View project. International Journal of Electronic Commerce, 16(2), 91–113. https://doi.org/10.2307/23106395
Auger, P. (2005). The impact of interactivity and design sophistication on the performance of commercial websites for small businesses. Journal of Small Business Management, 43(2), 119–137. https://doi.org/10.1111/j.1540-627x.2005.00129.x
Avram, M. G. (2014). Advantages and Challenges of Adopting Cloud Computing from an Enterprise Perspective. Procedia Technology, 12, 529–534. https://doi.org/10.1016/j.protcy.2013.12.525
Bhardwaj, S., Jain, L., & Jain, S. (2010). Cloud Computing : a Study of Infrastructure As a Service ( Iaas ). International Journal of Engineering, 2(1), 60–63. http://ijeit.org/index_files/vol2no1/CLOUD COMPUTING A STUDY OF.pdf
Blattberg, R. C., & Deighton, J. (1991). Interactive Marketing: Exploiting the Age of Addressability. Sloan Management Review, 33(1), 5–14. http://scholar.google.com/scholar?hl=en&btnG=Search&q=intitle:Interactive+Marketing:+Exploiting+the+Age+of+Addressability#0
Brown, I., & Jayakody, R. (2008). B2C e-commerce success: A test and validation of a revised conceptual model. The Electronic Journal Information Systems Evaluation, 11(3), 167–184.
Campbell, D., & Stanley, J. C. (1966). EXPERIMENTAL AND QUASI-EXPERIMENT Al DESIGNS FOR RESEARCH. In Contemporary Psychology: A Journal of Reviews (Vol. 29, Issue 4). https://doi.org/10.1037/022808
Casaló, L., Flavián, C., & Guinalíu, M. (2008). The role of perceived usability, reputation, satisfaction and consumer familiarity on the website loyalty formation process. Computers in Human Behavior, 24(2), 325–345. https://doi.org/10.1016/j.chb.2007.01.017
Çelik, H. (2011). Influence of social norms, perceived playfulness and online shopping anxiety on customers’ adoption of online retail shopping: An empirical study in the Turkish context. International Journal of Retail & Distribution Management, 39(6), 390–413. https://doi.org/10.1108/09590551111137967
Chou, T. (2003). The Hidden Cost of Software. Datamation. https://www.datamation.com/entdev/article.php/2214031/The-Hidden-Cost-of-Software.htm
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Cui, L., Huang, S., Wei, F., Tan, C., Duan, C., & Zhou, M. (2017). Superagent: A customer service chatbot for E-commerce websites. ACL 2017 - 55th Annual Meeting of the Association for Computational Linguistics, Proceedings of System Demonstrations, 97–102. https://doi.org/10.18653/v1/P17-4017
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描述 碩士
國立政治大學
國際經營管理英語碩士學位學程(IMBA)
108933060
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0108933060
資料類型 thesis
dc.contributor.advisor 尚孝純zh_TW
dc.contributor.advisor Shang, Sharien_US
dc.contributor.author (Authors) 羅愛天zh_TW
dc.contributor.author (Authors) Ann-Kathrin Luyen_US
dc.creator (作者) 羅愛天zh_TW
dc.creator (作者) Luy, Ann-Kathrinen_US
dc.date (日期) 2020en_US
dc.date.accessioned 3-Aug-2020 17:48:09 (UTC+8)-
dc.date.available 3-Aug-2020 17:48:09 (UTC+8)-
dc.date.issued (上傳時間) 3-Aug-2020 17:48:09 (UTC+8)-
dc.identifier (Other Identifiers) G0108933060en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/131056-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 國際經營管理英語碩士學位學程(IMBA)zh_TW
dc.description (描述) 108933060zh_TW
dc.description.abstract (摘要) This thesis explores the topic of E-commerce as a Service with focus on startup businesses. It provides an explanation for what E-commerce as a Service is and also sheds light on related aspects. In a literature review, existing research is examined to identify critical success factors for e-commerce startups. The identified factors are: service quality, system quality, information quality, website design, interactivity, data security, playfulness, cost and payment structure, personalization, scalability and ease of use. The thesis also provides a list with services currently offered for e-commerce businesses in the field and gives an overview of decision-making criteria that helps startups to choose the most appropriate provider. To test whether the identified critical success factors are exhaustive and indeed critical for an e-commerce startup’s success, a quasi-experiment is conducted. The quasi-experiment finds interactivity, playfulness, cost and payment structure, personalization and ease of use to be critical for business success. The other factors identified in the literature review could not be tested, due to the nature of the experiment. In addition to the critical success factors addressed in previous research, the quasi-experiment finds connection to social media and analytics to be further factors that should be added to the list. Factors concerning the business aspect are also identified in the quasi-experiment.en_US
dc.description.tableofcontents 1. Research objectives 1
1.1. Introduction 1
1.2. Motivation 1
1.3. Research questions 2
2. Literature review 3
2.1. Cloud services 3
2.2. E-Commerce 7
2.3. Critical success factors 10
2.4. Software Services 24
2.4.1. Selection of E-Commerce as a Service Providers 30
3. Research Methodology 35
3.1. Research approach 35
3.2. Data collection 35
3.3. Data analysis 36
4. Research Result 38
4.1. Introduction of experiment 38
4.2. Planning 39
4.3. Selection 40
4.4. Implementation 42
4.5. Evaluation 43
4.6. Result 43
5. Conclusion 49
5.1. Summary 49
5.2. Implications 50
5.3. Limitations 51
6. Reference 52
7. Appendix 61		zh_TW
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0108933060en_US
dc.subject (關鍵詞) 軟體即服務zh_TW
dc.subject (關鍵詞) 電子商務zh_TW
dc.subject (關鍵詞) 初創公司zh_TW
dc.subject (關鍵詞) 雲端運算zh_TW
dc.subject (關鍵詞) 關鍵成功因素zh_TW
dc.subject (關鍵詞) SaaSen_US
dc.subject (關鍵詞) E-Commerceen_US
dc.subject (關鍵詞) Startupsen_US
dc.subject (關鍵詞) Cloud Computingen_US
dc.subject (關鍵詞) Critical Success Factorsen_US
dc.title (題名) 雲端服務創新: 以電子商務新創平台為例zh_TW
dc.title (題名) Cloud Services for Innovation – Implications for E-Commerce Startupsen_US
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) Adams, D. A., Nelson, R. R., & Todd, P. A. (1992). Perceived usefulness, ease of use, and usage of information technology: A replication. MIS Quarterly: Management Information Systems, 16(2), 227–247. https://doi.org/10.2307/249577
Ahn, T., Ryu, S., & Han, I. (2007). The impact of Web quality and playfulness on user acceptance of online retailing. Information and Management, 44(3), 263–275. https://doi.org/10.1016/j.im.2006.12.008
Aljahdali, H., Albatli, A., Garraghan, P., Townend, P., Lau, L., & Xu, J. (2014). Multi-tenancy in cloud computing. Proceedings - IEEE 8th International Symposium on Service Oriented System Engineering, SOSE 2014, 344–351. https://doi.org/10.1109/SOSE.2014.50
Amblee, N., & Bui, T. (2011). Harnessing the Influence of Social Proof in Online Shopping: The Effect of Electronic Long Tail View project Social Proof and EWOM View project. International Journal of Electronic Commerce, 16(2), 91–113. https://doi.org/10.2307/23106395
Auger, P. (2005). The impact of interactivity and design sophistication on the performance of commercial websites for small businesses. Journal of Small Business Management, 43(2), 119–137. https://doi.org/10.1111/j.1540-627x.2005.00129.x
Avram, M. G. (2014). Advantages and Challenges of Adopting Cloud Computing from an Enterprise Perspective. Procedia Technology, 12, 529–534. https://doi.org/10.1016/j.protcy.2013.12.525
Bhardwaj, S., Jain, L., & Jain, S. (2010). Cloud Computing : a Study of Infrastructure As a Service ( Iaas ). International Journal of Engineering, 2(1), 60–63. http://ijeit.org/index_files/vol2no1/CLOUD COMPUTING A STUDY OF.pdf
Blattberg, R. C., & Deighton, J. (1991). Interactive Marketing: Exploiting the Age of Addressability. Sloan Management Review, 33(1), 5–14. http://scholar.google.com/scholar?hl=en&btnG=Search&q=intitle:Interactive+Marketing:+Exploiting+the+Age+of+Addressability#0
Brown, I., & Jayakody, R. (2008). B2C e-commerce success: A test and validation of a revised conceptual model. The Electronic Journal Information Systems Evaluation, 11(3), 167–184.
Campbell, D., & Stanley, J. C. (1966). EXPERIMENTAL AND QUASI-EXPERIMENT Al DESIGNS FOR RESEARCH. In Contemporary Psychology: A Journal of Reviews (Vol. 29, Issue 4). https://doi.org/10.1037/022808
Casaló, L., Flavián, C., & Guinalíu, M. (2008). The role of perceived usability, reputation, satisfaction and consumer familiarity on the website loyalty formation process. Computers in Human Behavior, 24(2), 325–345. https://doi.org/10.1016/j.chb.2007.01.017
Çelik, H. (2011). Influence of social norms, perceived playfulness and online shopping anxiety on customers’ adoption of online retail shopping: An empirical study in the Turkish context. International Journal of Retail & Distribution Management, 39(6), 390–413. https://doi.org/10.1108/09590551111137967
Chou, T. (2003). The Hidden Cost of Software. Datamation. https://www.datamation.com/entdev/article.php/2214031/The-Hidden-Cost-of-Software.htm
cloud-computing. (n.d.). https://csrc.nist.gov/projects/cloud-computing
Corritore, C. L., Marble, R. P., Wiedenbeck, S., Kracher, B., & Chandran, A. (2005). Measuring online trust of websites: Credibility, perceived ease of use, and risk. AMCIS 2005 Proceedings, 5, 2298–2306.
Cui, L., Huang, S., Wei, F., Tan, C., Duan, C., & Zhou, M. (2017). Superagent: A customer service chatbot for E-commerce websites. ACL 2017 - 55th Annual Meeting of the Association for Computational Linguistics, Proceedings of System Demonstrations, 97–102. https://doi.org/10.18653/v1/P17-4017
Deighton, J. (1996). The Future of Interactive Marketing. Harvard Business Review. https://hbr.org/1996/11/the-future-of-interactive-marketing
Du, J., Lu, J., Wu, D., Li, H., & Li, J. (2013). User acceptance of software as a service: Evidence from customers of China’s leading e-commerce company, Alibaba. Journal of Systems and Software, 86(8), 2034–2044. https://doi.org/10.1016/j.jss.2013.03.012
Fan, H., Hussain, F. K., Younas, M., & Hussain, O. K. (2015). An integrated personalization framework for SaaS-based cloud services. Future Generation Computer Systems, 53, 157–173. https://doi.org/10.1016/j.future.2015.05.011
Garrison, G., Kim, S., & Wakefield, R. L. (2012). Success factors for deploying cloud computing. Communications of the ACM, 55(9), 62–68. https://doi.org/10.1145/2330667.2330685
Griss, M. (2001). Software agents as next generation software components. Component-Based Software Engineering, June 2001, 1–11. http://www.martin.griss.com/pubs/cbse-agents.pdf
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dc.identifier.doi (DOI) 10.6814/NCCU202000751en_US