隨著電腦科技發達及網際網路的普及化,創造出許多新的網路經濟型態,其中包含電子商務。電子商務以成本低廉、全年無休及全球化優勢的特性創造無限商機,因此吸引許多企業紛紛投入資源。由於馬來西亞消費者對於國外產品的需求日益趨多,但礙於國外購物網站許多的限制,從而發展出新的電子商務經營模式-網路代購。網路代購解決語言及物流配送的限制,提供消費者海外購物的便利性。本研究以個案研究法探討馬來西亞網路代購業者經營模式及台灣網路代購業者經營模式之差異並利用問卷調查法探討具有使用網路代購服務經驗的馬來西亞消費者之購物習慣及探討無使用代購服務經驗的消費者主要考量因素。研究分析顯示馬來西亞代購業者透過論壇或社群經營代購服務;透過問卷調查顯示馬來西亞消費者最常消費的商品類別為「服飾類」、「保養品類」及「包包」。本研究引用Gary Hamel提出的經營模式及游張松提出的價值創新循環理論(VCC)作為台灣/馬來西亞跨國網路團購與代購經營模式之架構。
With the growth of computer technology and ubiquitous internet connectivity, many new business model opportunities have emerged, such as e-commerce. The advantages of e-commerce are its low operational costs, accessibility, and global reach which therefore create many business opportunities for entrepreneurs. As demand for foreign products from Malaysian consumers increase, due to local limitations of foreign online shopping websites, a new type of e-commerce business called surrogate shopping has evolved in Malaysia. Surrogate shopping solves the language and logistic problems, while also providing convenience for consumers. This research utilizes a case study method for investigating the difference from Malaysian and Taiwanese surrogate shopping business models. A survey method will be used to examine consumer behaviors of both Malaysian consumers who have surrogate shopping experiences and those who have no shopping experiences. The result of the research shows that Malaysian surrogate shopping usually operate their businesses in forums and communities. The survey shows that the most Malaysian surrogate shopping bought products mainly from clothing, cosmetics, and bags. This research will utilize the business model framework developed by Gary Hamel for cross-country group/surrogate purchases and Value Creation Cycle from Yu Chang-sung.