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題名 B2C 電子商務商業模式研究–以企業核心競爭力與EC 關鍵成功因素為基礎
B2C E-commerce business model based on enterprise core competence and empirical key successful factors-A case study of successful EC company in Taiwan
作者 吳俊瑩
Wu, Chun Yin
貢獻者 詹文男
Tsan, Victor
吳俊瑩
Wu, Chun Yin
關鍵詞 商業模式
B2C
電子商務
競爭力
關鍵成功因素
反饋循環電子商務模型
Business Model
B2C
e-commerce
core competence
Key Success Factors
Cyclic B2C business model with feedback
日期 2011
上傳時間 30-Oct-2012 14:00:01 (UTC+8)
摘要 本研究依據實際的經驗，與學術研究的探討分析整理，建構出一個符合實際
B2C 電子商務企業經營的「反饋循環電子商務模型」。此模型用以提供給電子商
務企業進行策略規劃，計劃執行時的決策依據，由於透過了整合企業核心競爭力
與成功的電子商務企業的關鍵成功因素，因此具備有良好的實際可行性。

模型的關鍵成功因素，係以整理學術界，業界實際經驗所得到的「完整版電
子商務成功因素表」做為基礎。「反饋循環電子商務模型」提供兩種提案評估方
式，第一種是透過「完整版電子商務成功因素表」的權重與分數協助企業進行提
案的評比選擇，第二種則是從核心競爭力與「完整版電子商務成功因素表」關鍵
成功因素契合度而得到的評比選擇。企業選擇的提案，如果能同時符合此兩種選
擇，則可以產生較強的正面績效。

第一種方式的權重配比，則可以透過對企業高層以德菲法方式獲得。最高分
數的提案被執行之後，也可以透過企業本身對於執行結果的檢討，調整權重配
比，進而反饋修正決策與計劃。因此本模型的另外一個特點是具有反饋循環的特
性，因應企業本身的狀況而調整，如此可以讓模型具有更大的彈性以因應經營環
境的快速變化。

然而，B2C 電子商務企業的成長是必須要在不同時間點投入不同的決策才能
獲得突破性的發展，第二種方式使用德菲法將企業核心競爭力與本表的關鍵成功
因素進行契合度的分配之後，也可以獲得單純從企業核心競爭力出發的決策結
果。此決策結果可以與透過權重評分的方式相印證，以確認透過模型所選擇的提案，與企業競爭力是契合的。

本研究透過實際的案例，將 Amazon 與PChome online 分別以歷史轉折點與
專案決策兩個角度來分析，透過大量的實際狀況來證明利用模型也可以得到與這
兩個成功企業的決策者的決策相同或接近的結果。同時在Amazon 分析中，也可
以看出決策者過度違反模型所羅列的電子商務關鍵成功因素時，企業將會暴露於
重大的經營風險之中。
The goal of this research is to build a practically useful B2C e-commerce
business model for decision making and project evaluation. The business model we
proposed is “Cyclic B2C business model with feedback”, this new business model
comes with lots of empirical and practical advantages to firms running B2C
e-commerce. In this paper, the researcher integrates core competence and key success
factors into decision making loop, and use a simple weighting method to calculate
each proposal’s score for decision making.

The author use Delphi method to enumerate B2C firm’s core competence as one
input of the model. The other input of the model is a complete KSF (Key Success
Factors) table which is sifted from previous researches and empirical KSF from
success B2C firms. In the model, two simple methods are introduced to evaluate
proposals developed by firm’s decision makers. After the evaluation process, we get
score of each proposal, then we can choose the proposal with highest score as our
final decision.

Those two methods which are used to evaluate proposals are “sum of weighting”
and “core competence & KSF matching”. Decision makers can examine top score
proposals come from different evaluation methods and find out which can meet the
criteria: “getting high scores in both method”, that is the answer.

For KSF matching, a “Complete Success Factors Table” was developed by way
of integrating research survey and empirical KSF from success e-commerce business.

Combining this table with the proposed model, two cases, Amazon and PChome
online are chosen to prove the accuracy of “Cyclic B2C business model with
feedback”. After examined historical events and key strategy developed, we claim that
the business model we developed in this paper is a practical and useful model for B2C
firms.
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26 Prof. Dr. Wolfgang Fritz,"Success Factors of Internet-based Business
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27 Maris G. Martinsons,Department of Management, City University of Hong Kong,
"Electronic commerce in China: emerging success stories",Information &
Management 39 (2002) 571–579
28 Shu-Fang Chen,Dauw-Song Zhu,Tzy-Wen Tang,"The Key Successful Factors of
Internet Business:The Study of Online Bookshop",Department of Business
Administration,National Dong Hwa University.The Second International
Conference on Electronic Business Taipei, Taiwan, December 10-13, 2002
29 皮世明，陳進成，”電子商務中顧客價值，顧客滿意度以及顧客忠誠度之關係
研究”, 東海管理評論, 民國94 年，第七卷，第一期。
30 Mikko O. J. Laine,"KEY SUCCESS FACTORS OF VIRTUAL
COMMUNITIES",paper of Master degree of Science in
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of Strategy and International Business,HELSINKI UNIVERSITY OF
TECHNOLOGY.
31 林志隆,湯明哲 (2003),"台灣B2C 電子商務經營與成功模式分析",國立臺灣大
學國際企業學研究所EMBA 碩士論文
32 仲山進也 (2011), “上網賣東西，這樣做最賺”, 大是文化有限公司, 2011.
33 鄭明松，陳信益，林佳慧, “影響企業導入電子商務績效之企業內部因素探討”,
中華管理學報, 第五卷, 第一期, 2004.
34 Fred R. Ricker and Ravi Kalakota,"Order Fulfillment:The Hidden Key to
e-Commerce Success",Supply Chain Management Review,Fall 1999.
35 王翎幗，盧希鵬博士, “B2C 電子商務網站成功之預測模式”,國立台灣科技大學
資訊管理系碩士論文.
36 Yu-Wen Chen, Chia-Hui Lin, “The study of Taiwanese online sellers’ ethics and
online buyers’ trust in Electronic Commerce”, East-Asia Review, No.466, 2009.12.
37 吳佩勛，黃永哲, “電子商務網站客戶購買意願影響因素研究—以中國電信電
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39 Kuo-chung Changa, Joyce Jacksona, Varun Grover,"E-commerce and corporate
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41 Stuart J. Barnes,Victoria University of Wellington, New Zealand and Richard T.
Vidgen, School of Management, University of Bath, UK,"AN INTEGRATIVE
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new Business Models",mcm institute for media and communications management,
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49 邵兵家，蔡志剛，” 電子商務活動對企業績效影響的實證研究—以中國IT 上
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Strategic Management Journal, Vol. 10, No. 4, July-August.
54 Richard Brandt, “amazon.com 的祕密：最低調的科技巨頭貝佐斯 One Click:
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描述 碩士
國立政治大學
經營管理碩士學程(EMBA)
99932047
100
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0099932047
資料類型 thesis
dc.contributor.advisor 詹文男zh_TW
dc.contributor.advisor Tsan, Victoren_US
dc.contributor.author (Authors) 吳俊瑩zh_TW
dc.contributor.author (Authors) Wu, Chun Yinen_US
dc.creator (作者) 吳俊瑩zh_TW
dc.creator (作者) Wu, Chun Yinen_US
dc.date (日期) 2011en_US
dc.date.accessioned 30-Oct-2012 14:00:01 (UTC+8)-
dc.date.available 30-Oct-2012 14:00:01 (UTC+8)-
dc.date.issued (上傳時間) 30-Oct-2012 14:00:01 (UTC+8)-
dc.identifier (Other Identifiers) G0099932047en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/54855-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 經營管理碩士學程(EMBA)zh_TW
dc.description (描述) 99932047zh_TW
dc.description (描述) 100zh_TW
dc.description.abstract (摘要) 本研究依據實際的經驗，與學術研究的探討分析整理，建構出一個符合實際
B2C 電子商務企業經營的「反饋循環電子商務模型」。此模型用以提供給電子商
務企業進行策略規劃，計劃執行時的決策依據，由於透過了整合企業核心競爭力
與成功的電子商務企業的關鍵成功因素，因此具備有良好的實際可行性。

模型的關鍵成功因素，係以整理學術界，業界實際經驗所得到的「完整版電
子商務成功因素表」做為基礎。「反饋循環電子商務模型」提供兩種提案評估方
式，第一種是透過「完整版電子商務成功因素表」的權重與分數協助企業進行提
案的評比選擇，第二種則是從核心競爭力與「完整版電子商務成功因素表」關鍵
成功因素契合度而得到的評比選擇。企業選擇的提案，如果能同時符合此兩種選
擇，則可以產生較強的正面績效。

第一種方式的權重配比，則可以透過對企業高層以德菲法方式獲得。最高分
數的提案被執行之後，也可以透過企業本身對於執行結果的檢討，調整權重配
比，進而反饋修正決策與計劃。因此本模型的另外一個特點是具有反饋循環的特
性，因應企業本身的狀況而調整，如此可以讓模型具有更大的彈性以因應經營環
境的快速變化。

然而，B2C 電子商務企業的成長是必須要在不同時間點投入不同的決策才能
獲得突破性的發展，第二種方式使用德菲法將企業核心競爭力與本表的關鍵成功
因素進行契合度的分配之後，也可以獲得單純從企業核心競爭力出發的決策結
果。此決策結果可以與透過權重評分的方式相印證，以確認透過模型所選擇的提案，與企業競爭力是契合的。

本研究透過實際的案例，將 Amazon 與PChome online 分別以歷史轉折點與
專案決策兩個角度來分析，透過大量的實際狀況來證明利用模型也可以得到與這
兩個成功企業的決策者的決策相同或接近的結果。同時在Amazon 分析中，也可
以看出決策者過度違反模型所羅列的電子商務關鍵成功因素時，企業將會暴露於
重大的經營風險之中。		zh_TW
dc.description.abstract (摘要) The goal of this research is to build a practically useful B2C e-commerce
business model for decision making and project evaluation. The business model we
proposed is “Cyclic B2C business model with feedback”, this new business model
comes with lots of empirical and practical advantages to firms running B2C
e-commerce. In this paper, the researcher integrates core competence and key success
factors into decision making loop, and use a simple weighting method to calculate
each proposal’s score for decision making.

The author use Delphi method to enumerate B2C firm’s core competence as one
input of the model. The other input of the model is a complete KSF (Key Success
Factors) table which is sifted from previous researches and empirical KSF from
success B2C firms. In the model, two simple methods are introduced to evaluate
proposals developed by firm’s decision makers. After the evaluation process, we get
score of each proposal, then we can choose the proposal with highest score as our
final decision.

Those two methods which are used to evaluate proposals are “sum of weighting”
and “core competence & KSF matching”. Decision makers can examine top score
proposals come from different evaluation methods and find out which can meet the
criteria: “getting high scores in both method”, that is the answer.

For KSF matching, a “Complete Success Factors Table” was developed by way
of integrating research survey and empirical KSF from success e-commerce business.

Combining this table with the proposed model, two cases, Amazon and PChome
online are chosen to prove the accuracy of “Cyclic B2C business model with
feedback”. After examined historical events and key strategy developed, we claim that
the business model we developed in this paper is a practical and useful model for B2C
firms.		en_US
dc.description.tableofcontents 第一章緒論................................................................................................9
第一節研究背景與動機............................................................................9
第二節研究目的......................................................................................12
第三節研究範圍......................................................................................13
第四節研究流程......................................................................................14
第二章相關理論與文獻探討..........................................................................16
第一節核心競爭力(Core Competence)相關理論探討..........................16
第二節關鍵成功因素(KSF)相關理論探討............................................19
第三節電子商務「成功」的定義相關理論探討..................................31
第四節電子商務模型論文探討..............................................................33
第五節經驗基礎的關鍵成功因素..........................................................36
第六節反饋循環式電子商務模型..........................................................40
第三章研究方法..............................................................................................43
第一節研究架構......................................................................................43
第二節研究對象......................................................................................44
第三節研究方法......................................................................................45
第四章個案分析..............................................................................................46
第一節 Amazon 的成功案例...................................................................46
第二節 PChome Online 的成功案例.......................................................52
第五章個案與模型驗證..................................................................................56
第一節 Amazon 個案分析.......................................................................56
第二節 PChome online 個案分析............................................................63
第六章結論與建議..........................................................................................70
第一節結論..............................................................................................70
第二節建議..............................................................................................74
參考文獻......................................................................................................................76		zh_TW
dc.language.iso en_US-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0099932047en_US
dc.subject (關鍵詞) 商業模式zh_TW
dc.subject (關鍵詞) B2Czh_TW
dc.subject (關鍵詞) 電子商務zh_TW
dc.subject (關鍵詞) 競爭力zh_TW
dc.subject (關鍵詞) 關鍵成功因素zh_TW
dc.subject (關鍵詞) 反饋循環電子商務模型zh_TW
dc.subject (關鍵詞) Business Modelen_US
dc.subject (關鍵詞) B2Cen_US
dc.subject (關鍵詞) e-commerceen_US
dc.subject (關鍵詞) core competenceen_US
dc.subject (關鍵詞) Key Success Factorsen_US
dc.subject (關鍵詞) Cyclic B2C business model with feedbacken_US
dc.title (題名) B2C 電子商務商業模式研究–以企業核心競爭力與EC 關鍵成功因素為基礎zh_TW
dc.title (題名) B2C E-commerce business model based on enterprise core competence and empirical key successful factors-A case study of successful EC company in Taiwanen_US
dc.type (資料類型) thesisen
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