電子商務文獻回顧：使用書目計量學探討2003~2017年之文獻

Literature Review on Electronic Commerce : Using Bibliometrics Approach from 2003 to 2017

李健平(Chien-Ping Li)

指導教授 ： 吳昭彥

共同指導教授 ： 吳有龍(Yu-Lung Wu)

義守大學/電機資訊學院/資訊工程學系/博士(2019年)

摘要

在這資訊爆炸的年代，網際網路與我們生活密不可分，同時也促使了電子商務的蓬勃發展，但綜觀歷年來電子商務的文獻，多專注於單一領域，且少有針對電子商務全貌之研究，因此本研究藉由書目計量與可視化分析，進一步的找出對電子商務發展有價值的研究成果，以利後續的回顧文獻更加完善。
透過書目計量的可視化分析，以本研究所歸納出的「電子商務類別與電子商務模式」做為關鍵字，並將條件限定為期刊論文，以2003年到2017年為止做為蒐集資料的來源，分別以WOS資料庫7,780篇與3,762篇文獻資料為主，將WOS資料庫蒐集的全部數據，分別透過可視化軟體CiteSpace與VOSviewer進行分析比較。
研究發現電子商務在近年的研究數量不減反增，且研究區域逐漸由早期的美國移轉到歐亞等其他國家，藉由可視化軟體與專家學者比對發現，不論是電子商務類別與電子商務模式，在早期均以電子商務網站相關建置為主；中期的電子商務類別則以科技接受模式(TAM)為熱門的研究架構，而以電子商務模式做為進行消費者行為、信任、滿意度為主的相關研究；到了晚期電子商務類別則以消費者行為以及服務品質為主要研究趨勢，而電子商務模式則以電子商務網站與消費者間的互動為主要研究方向，同時也發現重要學者文獻出處集中於Management Information Systems Quarterly(MIS Quart)與Journal of Marketing(J Marketing)兩大期刊。
最後本研究在學術領域上，提供了在電子商務較深入且全面性的研究成果，補足以往研究侷限於分析單一或在特定範圍裡的不足，建議後續研究再結合了更多的分析方法，以利於找出該研究領域的重大發現。

關鍵字

電子商務 ； 書目計量學 ； 文獻回顧

並列摘要

The Internet has become an indispensable part of our lives in the era of information explosion, leading towards flourishing e-commerce developments. However, in view of literatures on e-commerce over the years, most studies focus on single fields while studies on the whole picture of e-commerce remain scarce. Therefore, valuable research results contributing to e-commerce development through bibliometric and analytic visualization were found in this study in order to facilitate more comprehensive subsequent literature reviews.
The bibliometric and analytic visualization, the “e-commerce categories and e-commerce models” were summarized as the keywords, with “journal articles” as the limiting condition. The data collected from 2003 to 2017 served as the source, including 7,780 articles from the WOS Database and 3,762 articles of literature data. All the data collected from the WOS database were analyzed and compared using visualization software citespace and VOSviewer.
The research results show that the research quantity of e-commerce in recent years has shown increases rather than decreases, and the research regions gradually shifted from the United States in early stage to other countries in Europe and Asia. Through the visualization software and comparisons by experts and scholars, both e-commerce categories and e-commerce models were set up mainly based on e-commerce website related in early stage; in the middle stage, e-commerce categories employed the technology acceptance model (TAM) as the popular research framework, while e-commerce models were used to carryout consumer behavior, trust ,and satisfaction related studies; in the later stage, e-commerce categories used consumer behaviors and service quality as the main research trends, while e-commerce models adopted the interaction between e-commerce websites and consumer as the main research directions. At the same time, the important scholar literatures were concentrated on two journals, namely, Management Information Systems Quarterly (MIS Quart) and Journal of Marketing(J Marketing).
Finally, in the academic fields, this study provides more in-depth and more comprehensive e-commerce research results that make up for the insufficiencies of past studies limited to single or specific-range analysis. Follow-up studies shall combine more analysis methods to facilitate important findings from the research field.

並列關鍵字

E-commerce ； Bibliometrics ； Literature Review ； VOSviewer ； CiteSpace

參考文獻

Anderson, J. C., & Gerbing, D. W. (1988). Structural equation modeling in practice: A review and recommended two-step approach. Psychological Bulletin, 103(3), 411-423.

英文文獻

Armstrong, J. S., & Overton, T. S. (1977). Estimating nonresponse bias in mail surveys. Journal of Marketing Research, 14(3), 396-402.

Bell, C., & Newby, H. (1974). The sociology of community. London: Frank Cass and Company.

Büyüközkan, G. (2009). Determining the mobile commerce user requirements using an analytic approach. Computer Standards & Interfaces, 31(1), 144-152.