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博碩士論文 etd-0721115-001537 詳細資訊
Title page for etd-0721115-001537
論文名稱
Title
探索導入行動應用對線上平台價值共創模式之影響
Exploring the Impact of Mobile Applications on Value Co-Creation Model of Online Platform
系所名稱
Department
畢業學年期
Year, semester
語文別
Language
學位類別
Degree
頁數
Number of pages
265
研究生
Author
指導教授
Advisor
召集委員
Convenor
口試委員
Advisory Committee
口試日期
Date of Exam
2015-06-26
繳交日期
Date of Submission
2015-08-21
關鍵字
Keywords
質性研究、線上平台、APP、行動商務、價值共創
qualitative study, value co-creation, online platform, APP, mobile commerce
統計
Statistics
本論文已被瀏覽 5860 次,被下載 101
The thesis/dissertation has been browsed 5860 times, has been downloaded 101 times.
中文摘要
近年來所有的行動發展數據都顯示行動時代將是未來重要的發展趨勢,而對於主要商品或商業價值來自與使用者透過網路進行價值共創的線上平台網站來說,該如何掌握消費者從PC轉換到Mobile的過程,移植原網站之使用經驗與共創價值,甚至延伸更好的服務,是最重要的挑戰之一。本研究嘗試從共創價值模式,而非技術開發的建構觀點來探討此一議題,主要目的在於(一)了解線上平台的價值共創模式以及產出之價值;並且(二)探討導入行動應用對於線上平台的價值共創模式及所產出的價值有哪些影響。
本研究首先文獻探討及專家意見,導出八項主要共創之價值以及五項價值共創模式。並依此概念訪談國內三個成功導入行動應用的線上平台,經分析整理與歸納獲得行動應用對於價值共創的影響,最後依據研究結果提出價值共創進行之實務管理意涵與未來研究之相關學術建議。
Abstract
Many online platforms rely on users and manufactueres to co-produce contents and co-create values. Recently, the rapid development of mobile application implies the coming of mobile era. It is therefore critical for those platforms to understand how to successfully adopt mobile technologies to provide better service, through duplicating or extending existing value co-creation modes to a mobile context. Aiming on this issue, the purpose of this study is (1) to undertand the modes and values co-created on an online context and (2) investigate into the impact of mobile application on the modes and values of co-creation.
We first derived 8 core values and 5 value co-coreation modes based on literature review and interviews with experts. Through studying three oline platorms that successfully introduce mobile applications, we summarized the key issues in apply mobile application and the impacts of mobile application on value co-creation of online platform. Based on the analysis results, we then outline suggestions toward practitioners and academia.
目次 Table of Contents
論文審定書 i
誌 謝 ii
摘 要 iii
Abstract iv
第一章、緒論 1
1.1 研究背景與動機 1
1.2 研究目的 3
1.3 研究流程 4
第二章、文獻探討 5
2.1 價值與價值創造 5
2.1.1 價值的主觀意識與價值分類 5
2.1.2 價值創造 8
2.2 價值共創 10
2.3 行動應用發展與特性 17
第三章、研究方法 19
3.1 研究設計 19
3.2 價值共創模式(Value Co-creation Model) 21
3.2.1 共創對象 21
3.2.2 共創價值 23
3.2.3 共創模式 25
3.2.4 小結 32
3.3 研究對象 34
3.3.1 愛評網iPeen 36
3.3.2 iCook愛料理 39
3.3.3 EZTABLE易訂網 42
3.4 訪談設計與執行 44
第四章、研究結果分析 47
4.1 個案分析 48
4.1.1 愛評網 iPeen 49
4.1.1.1 Value Etracting 價值產生 50
4.1.1.2 Information Contagion 資訊蔓延 53
4.1.1.3 Network Externality 網路外部性 55
4.1.1.4 Sense of Community 社群意識 56
4.1.1.5 Value Capturing 價值提取 59
4.1.1.6 小結 62
4.1.2 愛料理 icook 64
4.1.2.1 Value Etracting 價值產生 65
4.1.2.2 Information Contagion 資訊蔓延 67
4.1.2.3 Network Externality 網路外部性 68
4.1.2.4 Sense of Community 社群意識 69
4.1.2.5 Value Capturing 價值提取 71
4.1.2.6 小結 73
4.1.3 EZTABLE易訂網 75
4.1.3.1 Value Etracting 價值產生 76
4.1.3.2 Information Contagion 資訊蔓延 78
4.1.3.3 Network Externality 網路外部性 80
4.1.3.4 Sense of Community 社群意識 80
4.1.3.5 Value Capturing 價值提取 81
4.1.3.6 小結 85
4.2 導入APP(行動應用程式)影響價值共創模式分析 87
4.2.1 Value Etracting 價值產生 87
4.2.2 Information Contagion 資訊蔓延 89
4.2.3 Network Externality 網路外部性 90
4.2.4 Sense of Community 社群意識 91
4.2.5 Value Capturing 價值提取 93
4.3 價值共創模式分析總表 95
4.4 研究發現與討論 97
第五章、結論與建議 111
5.1 結論 111
5.2 管理意涵 114
5.3 學術貢獻與研究命題 116
5.4 研究範圍與限制 118
參考文獻 119
附錄: 127
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