購物平台蝦皮與開店平台官網SHOPLINE運用之比較

網路開店一般分為C2C購物平台(國內知名的有蝦皮、Yahoo拍賣、露天拍賣等) 與開店平台官網兩種，這兩類平台的發展在桌機或行動平台的應用上的技術能力均已相當成熟，為一般賣家使用者所接受。早期賣家在選擇不同購物平台上開店時，經常考慮各購物平台所制定的相關規範之差異，作為選擇在不同的購物平台開店的考量因素，隨著平台選擇的多樣化，賣家的選擇因素更為複雜，因此，本研究對這兩類購物平台的各方面比較，使賣家能夠更清楚的瞭解購物平台的特性，作為賣家選擇購物平台提供一定的參考。同時，近年來網路賣家也注意到開店平台官網對品牌或成長經營的重要性，賣家經營方向的發展也可能受到該購物平台的經營特性上的限制，依經營目標選擇不同時類型的的開店平台管道為開店模式。因此，本研究也分別討論兩種平台類型對在網路開店的發展與影響，提供網路賣家不同經營目標的選擇與應用參考。本研究採用個案研究法，首先以資料分析，比較開店平台官網與購物平台在網路開店的規定與經營邏輯；並訪問具有三年以上經驗的網路賣家進行使用者端的經驗進行比較與分析。本研究目的： 1.比較開店平台官網與購物網站的特性； 2.瞭解賣家在兩種管道上的使用經驗； 3.提出賣家進行開店時選擇不同管道之考慮。研究變項的選擇主要依據個案特定賣家的商品領域和經驗為分析研究重點，進行資料搜集與分析。綜合三個目的，本研究發現：1.平台能力方面，開店官網平台 SHOPLINE比蝦皮購物更能夠清楚表達商品資訊。 2.平台營運方面，蝦皮購物比開店官網平台 SHOPLINE有優勢， SHOPLINE商家要建立品牌會需要較長時間。 3.引起考慮方面，蝦皮擁有較多買家流量的資源，讓賣家能夠更容易接到訂單；但自有品牌賣家可傾向於 SHOPLINE平台，不用淪落價格戰。 4. 滿足需求方面，需要有較高的銷量才能有較好的商品排名，但是在 SHOPLINE就沒影響，因為客人都是自己引流來的。 5. 購買評估方面，蝦皮購物擁有較全面與完善的服務與功能提升買家購買意願並提高訂單轉化率。 6. 形成忠誠方面，蝦皮購物對於買家較有保障，有第三方做仲裁與線上投訴管道，對於賣家經營方面提供顧客優良的產品與服務才能夠讓買家擁有忠誠度，經營才能夠長久。本研究建議，賣家考慮電子商務管道選擇的時候，基於賣家本身進入市場的時間與規模進行選擇，賣家經營初期資源不足時需要免費買家流量時以蝦皮購物為選擇，若本身進入市場較有資源，或是本身產品為知名品牌時則可使用開店平臺官網SHOPLINE進行開店。

關鍵字

開店平台；官網；購物平台；網路開店

並列摘要

Generally speaking, online shop opening is divided into C2C shopping platforms (platforms domestically well-known including Shopee, Yahoo Auction and Ruten Auction, etc.) and the official website of the shop-opening platform, both of which are quite mature now in desktop and mobile platform application technologies, thus generally accepted by sellers. In early stages, when choosing between different shopping platforms, sellers would often consider the differences between the relevant criterion of the platforms, it was regarded as a factor of consideration in the process of deciding on which shopping platform they would open their shop. As the choices of platforms became diversified, the choice factors of the seller has become more complex. Therefore, this study makes comparison of different aspects of these two types of platforms, aiming to let the sellers understand the characteristics of shopping platforms more clearly, hoping to provide some reference for sellers when they need to choose between the shopping platforms. At the same time, in recently years, online sellers have noticed the importance of the official website of th shop-opening platform to the brand or to the growth of the operation. The development of the operation direction of the sellers may also be limited by the operation features of the shopping platforms, and the mode of shop-opening is to choose different shop-opening platform channels according to their targets of operation. Therefore, this study respectively discusses about the development and the influence of the two types of platforms on online shop-opening, hoping to provide some reference for online sellers with different targets of operation when they choose between applications. This study adopts the method of case study. It first compares the regulations and operation logic of the official website of the shop-opening platform and shopping platforms; it also has analysis and comparison of the user-end experience through interviews with online sellers with more than three years of experience. Purposes of this study: 1. To compare the characteristic of the official website of the shop-opening platform with that of the shopping website.; 2. To understand the experience of sellers in using the two channels; 3. To put forward the consideration of sellers about choosing different channels in the process of opening shops. In terms of the choice of study variables, the commodity field and experience of the specific sellers of the cases are taken as the focus of analysis and study for data collection and analysis. Combining the three purposes, this study finds that：1. In terms of platform capability, SHOPLINE the shop-opening official website platform is better for the expression of the commodity information than Shopee.; 2. In terms of platform operation, Shopee is endowed with more advantages than SHOPLINE. It takes SHOPLINE sellers a long time to establish brands.; 3. In consideration of many resources of Shopee, buyers can make it easier for sellers to get orders. However, the sellers with their own brands prefer SHOPLINE platform without falling into price war.; 4. In terms of the satisfaction of demand, a higher sales volume is required to form a better product ranking, but there is no effect on SHOPLINE, because guests are attracted by sellers.; 5. In terms of purchase evaluation, Shopee is endowed with the relatively comprehensive evaluation system and guarantee.; 6. In terms of loyalty, Shopee is more secure for buyers. There are the third-party arbitration and the online complaint channel. In terms of the operation of sellers, provide excellent products and service for sellers. Only in this way, can buyers become more loyal and can operation become longer. This study suggests that when considering about the choice of e-commerce channels, they should make the choice according to the time that they enter the market and their scale. In the initial stage, when the sellers don’t have enough resources and need free traffic of buyers, Shopee can be their choice; while if they enter the market with established resources or if their brand is a well-known one, they can choose to open their shop on SHOPLINE, the official website of the shop-opening platform.