電子商務平台的服務創新之研究—以momo購物網和A公司為例

在變動快速與劇烈的全球經濟中，平台模式快速崛起且充斥於人們的日常生活當中。然而當企業達成有效的平台模式後，若想在同性質平台中保有競爭優勢，進行服務創新應是重要手段之一。過往對於平台企業的相關研究，多著重於成長策略和商業模式等觀點的觀察與分析，對其開發新服務的影響因素或開發的流程則甚少著墨，特別是電子商務平台的相關文獻中，過往學者也僅進行商業模式、資源與能力上的盤點，並未以服務創新的觀點深入探討之。緣此，本研究透過平台關鍵活動、新服務傳遞系統、商業模式以及服務創新等四構面的架構，來分析電子商務平台企業進行服務創新的流程與關鍵影響因素。本研究選擇台灣具代表性的電子商務平台「momo購物網」以及A公司做為深入研究之個案對象，所得到的主要結論如下： 1.電子商務平台的付費方為商家、受補貼方為顧客和具備成長潛力的商家，其中對於具備成長潛力的商家，會提供正式的培訓與非正式的輔導計畫，以扶植其成長，並增強正向跨邊網路效應。 2.電子商務平台對顧客，會透過新服務、新顧客介面與內容的提供，來增加平台吸引力，並減少補貼金額和頻率。 3.電子商務平台對付費方，會透過新收費模式與新用戶介面的提供，以及分級制度與實質排他權的運作，來降低負向同邊網路效應，也會介入其與顧客的交易，以強化品質的控管。 4.電子商務平台在發展服務創新時，除了會透過外部相關產業的觀察以及與合作夥伴的連結之外，也會透過內部鼓勵創新的組織文化、有效結合組織目標的資源考量，以及頻繁的跨部門協調與溝通，來提升創新的成效。本研究最後提出對學術上與實務上的意涵以及對後續研究的建議。

關鍵字

電子商務；行動商務；電子商務平台；平台；商業模式；服務創新

並列摘要

Rapidly rising platform economy has become part of people’s daily life and an unneglectable power in global business domain. Once the companies succeed by platform model, how to maintain their competitive advantages against the same kind of platform competitors become an new issue, and in response to that, “service innovation” might be a solution. However, previous researches focused more on platform strategies and business models, seldom discussed how a platform company introduces service innovation to their users, especially not for an e-commerce platform. Therefore, this thesis aims to shift the focus from the platform itself to the process and the factor of a platform company’s service innovation through the observation of network effects and platform mechanism, as well as the induction of new service development process and six-dimensional model of service innovation. By investigating the most representative e-commerce platform companies momo and A, the major conclusions of this thesis include: 1.The money side of an e-commerce platform is the merchants, while the subsidy side is the consumers and the merchants with growth potential. For the merchants with growth potential, an e-commerce platform will provide formal training programs or informal counseling to support their growth and enhance the positive same-side network effect. 2.For the consumers, an e-commerce platform will provide new services, new customer interactions, and content to enhance the platform's attractiveness and reduce the subsidies. 3.For the money side, an e-commerce platform will provide new revenue models and user interactions, as well as the operation of hierarchy and substantial exclusivity in order to reduce the negative same-side network effect; moreover, it will intervene in transactions between the users for quality control. 4.When an e-commerce platform develops service innovation, it will enhance the effectiveness of innovation through observing externally related industries, connecting with partners, building an internal organizational culture that encourages innovation, effective resources consideration with organizational goals, and through frequent cross-departmental coordination and communication. In the end, the thesis addressed the academic and practical contribution of this research and some suggestions for future research.