以流程與信任觀點建構線上客製化文字創作商品實作之商業模式

To design the business model of an online customized writing startup company from the viewpoint of procedure and trust

楊若妍(Jo-Yen Yang)

指導教授 ： 楊淑玲

國立臺中科技大學/資訊與流通學院/流通管理系碩士班/碩士(2016年)

摘要

本文藉由新創一家線上文字創作企業，以流程觀點將版面客製化架構導入線上平台，透過提升顧客的操作便利性、心理模擬程度與整體滿意度，進而建構可創造新創企業價值的商業模式。本研究於線上平台分別導入屬性接屬性 (AbA) 及透過起始解決方案 (CvSS) 兩種客製化流程架構，經由受測者於線上實際操作並填寫問卷後分析發現，CvSS兩階段流程架構於操作便利性、心理模擬程度與整體滿意度皆顯著較AbA為佳，經將CvSS線上流程納入，建構出文字創作商品的商業模式，透過Amit and Zott (2001, 2012) 提出商業模式四項價值驅動因子、三種創新方式與六個問題之檢核，此客製化文字創作商品商業模式應為具創新且可行的。

關鍵字

線上客製化 ； 商業模式 ； 透過起始解決方案客製化

並列摘要

This paper starts an online creative writing enterprise by introducing a customized processing framework on online platform through increasing consumers’ perceived simplicity of the self-design process, mental simulation of product use, satisfaction to constructs a creating value business model. We introducing separately attribute-by-attribute (AbA) and customization via starting solution (CvSS) customization systems. Converging evidence from users test in a practical way and questionnaire shows that compared to standard AbA customization systems, the two-state CvSS procedure reduces decision complexity, promotes the mental simulation of product use, leads to the purchases of more-feature-rich products, and results in greater customer satisfaction. We then identified the feasibility and innovation of the business model by inspecting four potential sources of value creation are present in e-businesses, three business model innovating elements and six questions about business model innovation as suggested by Amit and Zott (2001, 2012). Finally, we evidence that the business model we construct is innovative and feasible.

並列關鍵字

Online Customization ； Business Model ； Customization via Starting Solutions

參考文獻

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Amit, R., and Zott, C., 2001. Value Creation in E‐Business, Strategic Management Journal, 22(6‐7), 493-520.

Amit, R., and Zott, C., 2012. Creating Value through Business Model Innovation, MIT Sloan Management Review, 53(3), 41-49.

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