線上企業創造鎖入效應之策略分析

Online Business Strategy in Creating Lock-In Effect

劉子歆(Tzu-Hsin Liu) ； 洪世章(Shih-Chang Hung) ； 蕭詠璋(Yung-Chang Hsiao)

《臺大管理論叢》 29卷3期 (2019/12) Pp. 167-192

https://doi.org/10.6226/NTUMR.201912_29(3).0005

摘要

線上企業如何創造鎖入效應以維持長久的競爭優勢，乃是當前網際網路創新服務熱潮下一個非常重要的策略性議題。著眼於過去管理理論對線上企業如何創造鎖入效應之解釋尚缺乏一個整體性的探討。在分析基礎上，本研究透過質性研究之隱喻分析，立基於花與蜜蜂之間互動模式之探索，提出線上企業與顧客間鎖入效應的六種因素，包括（1）轉換成本、（2）網絡外部性、（3）品牌形象、（4）線上服務系統、（5）顧客認知價值、（6）核心資源。本研究並且藉由Facebook、YouTube、LINE等三個成功的線上企業如何創造顧客鎖入效應之分析，提出一個具體且循序的策略性架構，即「支援策略、吸引策略、成癮策略與擴散策略」。最後，據此提出相關的理論與實務建議。

關鍵字

鎖入效應 ； 線上企業 ； 隱喻分析

並列摘要

Understanding how to sustain a long-term competitive advantage for online businesses by leveraging a lock-in effects is an up-and-coming strategic issue in internet innovations. However, prior research on the lock-in effect of online businesses has lacked an integrated analysis. The lock-in effect on the Internet is now considered an effective strategy. For example, social media platforms such as Facebook, YouTube, or LINE have generated and accumulated many loyal online users. The lock-in situation has erected a high entry barrier for new and potential businesses. We propose the following question: how do online businesses use the lock-in effect to form a strategic model for value creation? To answer this question, this paper uses bees and flowers to propose six sources of the lock-in effect: cost switching, network externalities, brand image, online service system, buyers' value perceptions, and core resources. Consequently, this study finds that for the purpose of reproduction, flowers use a series of strategies to facilitate the lock-in effect of bees. Conversely, bees perform honey dance and information sharing to entice other bees to take nectar from specific flowers. The interaction between flowers and bees is similar to that of an online business and its customers. We thus establish an integrated and systemic strategic analytic framework of creating lock-in effect through supporting, attracting, addicting, and diffusing strategies. We also suggest that online businesses consider adopting the attracting-addicting-diffusing-supporting strategy to develop lock-in models for value creation. In addition, online businesses should repeatedly use these strategic actions during the development of the lock-in effect.

並列關鍵字

lock-in effect ； online business ； metaphor analysis

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