- 學位論文
以交易成本理論檢視效益不確定性產品之經營模式： 以臍帶血銀行為例
Business Model Analysis of Products with Uncertain Benefit Using Transaction Cost Theory: A Case Study of Umbilical Cord Blood Banking
摘要
效益不確定性產品指的是產品或服務在購買之後，其所能產生之效益不能在當時所能夠預見。例如醫療服務、保險，以及儲存臍帶血等。由於人們是有限理性，那麼就有可能願意購買效益不確定性的產品或服務。當消費者在決定是否要購買購買「效益不確定性」產品時，最希望的就是未來「可以」產生極大的效益，等於是買一個希望，所以不重視價格。由於交易成本最重要的特性就是不重視價格，而是重視交易方式，與消費者在購買效益不確定性產品的考量相符，所以本研究將採用交易成本理論作為分析工具。 本研究的目的是希望先瞭解在效益不確定性產品的交易過程中，交易成本如何影響消費者的決策，再分析廠商該如何有效降低消費者的交易成本，最後對照廠商降低交易成本的方式，提供進一步的建議。本文採用質性研究，因而本研究除收集了專業相關書刊、報導等次級資料外，也將訪談消費者以及業者。 本研究發現消費者在與臍帶血銀行業者交易的過程中，最主要產生的交易成本包含交易前搜尋成本、衡量成本、溝通協商成本，以及執行成本。降低交易前搜尋成本的方式主要為強化通路以及增加曝光率、打開知名度，使得消費者一想到臍帶血銀行，就想到該業者。另外，當消費者本身有家族病史（即有醫療需求），或者相信科技的發展時，衡量成本較低。另外，也可以透過產品保證、分享式契約、品牌名稱以及資訊抑制來降低消費者的衡量成本。降低溝通協商成本的方式則為統一定價或多元化的方案。在執行成本方面，則必須建立消費者對公司永續經營的信心，並且建立完整的補償機制。 臍帶血銀行業者在降低消費者之交易成本的比較，我們發現以訊聯以及生寶表現較佳。實際上，透過營業額以及存戶數量的比較，這兩家業者同樣表現較為出色。由此可見，能夠有效降低交易成本的業者，才能夠有效擄獲消費者的心。在整體產業方面，本研究建議業者應該加強宣傳移植成功的案例，以增加消費者對未來科技的信心。
並列摘要
Sometimes you buy something with uncertain benefit. For example, you may accept a surgical operation even the doctor can not ensure the probability of success. Or you would like to buy an accident insurance, but you don’t know whether the accident will happen or not. Why? That is because human have bounded rationality. You just want to buy a “hope” for the future. When you want to buy a hope, the price doesn’t matter. The most important characteristic of transaction cost theory is that the price is meaningless for the customers. Instead, the way they do the transaction is the most important thing. As a result, I discussed the business model with the transaction cost theory. The transaction costs include the searching cost, the measurement cost, the communication cost, and the enforcement cost. The purpose of this thesis was finding out how the transaction costs influence the process of making decision. Besides, I analyzed how to decrease the transaction costs efficiently. Finally, I proposed some advises for the umbilical cord banking. This paper was one kind of qualitative research. In addition to the second-handed information, I understood customers first by the interview. After the customer interviews, I called on the umbilical cord blood banking. The main purpose was to observe how they deal with the transaction costs of customers. Then, I compared their performances by the sales amount and the quantity of consumers. We can find that once who can decrease the transaction costs effectively and efficiently, who will have better performance.