網路購物電子商務的商業模式探討
─以e趣商城為例

電子商務的興起意味著消費者生活模式的改變，而創新的商業模式能提供消費者生活新型態的選擇。在電子商務中，網路購物產業結合各種創新商業模式快速崛起，尤其近幾年中國大陸的電商產業更是蓬勃發展，因此本研究透過個案研究法，探討一家新創跨境電商－ｅ趣商城之商業模式，並以PChome商店街作為比較對象，分析e趣商城之競爭優勢。研究結果顯示，e趣商城透過直銷制度招募代理商，協助推廣網電及引進商品打造共利的商業模式，並能更精準且深入維持顧客關係。此外，其結合虛擬網際網路購物平台與實體格子雲店，創造B2B2C結合O2O的新商務型態。然而，在跨境第三方支付業者的合作、大數據的應用及朝感性電商鋪陳均略顯不足。本研究嘗試為創業者提供e趣商城創新商業模式和策略為其參考之依據，並提供學術領域日後研究探討。

關鍵字

電子商務；網路購物；商業模式；直銷； e趣商城； PChome商店街

並列摘要

The rising of e-commerce and innovative business models represent a new generation of consumption style with many options. In this generation, executing a strategy of connecting online shops and multiple models has made several industries bright, for example the Chinese e-commerce. In order to clearly explain the generation, e-Fun’s business mode would be a suitable case study to analyze and to understand its competitive advantage. By compared to PChome Store online model, e-Fun believes that recruiting commercial agents via direct selling mode can assist in commercializing its products and attracting partnerships. Also, it’s easier and clearer for e-Fun to understand the need of customers and maintain the relationships. Besides, the new business comprises of online shops and brick-and-mortar stores successfully demonstrating an integration business model of B2B2C and O2O. However, in the cooperation with third-party payment, it’s still insufficient for us to apply big data anlysis to a development of “Emotional E-Commerce”. Therefore, this paper suggests e-fun business model and strategy as an example for academic and business fields to discuss.

並列關鍵字

E-commerce platform ； Online shopping ； Business model ； Direct Selling ； e- Fun ； PChome Store

參考文獻

1. Alba, J., Lynch, J., Weitz, B., Janiszewski, C., Lutz, R., Sawyer, A. & Wood, S. 1997. Interactive Home Shopping: Consumer, Retailer, and Manufacturer Incentives to Participate in Electronic Marketplaces, Journal of Marketing, 61(3):38-53.

3. Cheung, C.M.K., Chan, G. W. W. and Limayem, M. 2005, Acritical Review of Online Consumer behavior: Empirical Research, Journal of Electronic Commerce in Organiaztions, 3(4): 1-19.

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網路購物電子商務的商業模式探討 ─以e趣商城為例

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