網路平台該多開放?電子服務環境中開放策略與顧客權益的關係研究

How Open Should an Online Platform Be? Relationship between Open Strategy and Customer Equity in the E-Service Context

陳力揚(Li-Yang Chen)

指導教授 ： 黃明蕙

國立臺灣大學/管理學院/資訊管理學研究所/碩士(2009年)

https://doi.org/10.6342/NTU.2009.03256

摘要

Facebook, Google和Yahoo接連的宣佈了各自的開放策略。網路平台業者認為透過開放策略，可以吸引到更多的程式開發者來開發更多有創意的應用程式，而更多的應用程式則意味著可以吸引更多的使用者，也就是網路平台業者最大的資產。因此，「開放」已經變成了網路業中最流行的用語。但是當網路平台業者接連實行開放策略時，對於使用者如何衡量開放策略的研究卻是很缺乏的！因此，此研究把網路平台的開放策略、Web2.0的特性與顧客權益做一連結，希望可以提供管理者一種不同的角度來做為擬訂競爭或行銷策略的依據。
此研究證明了開放與否與Web2.0的三個特性對網路平台的顧客權益是非常重要的，而基於問卷資料的分析，此研究進一步提出了以下的建議：
1. 網路平台業者應實施某種程度的開放，而不是完全的封閉
2. 網路平台業者應持續的提升其用戶數目與使用者認知的平台開放程度
3. 網路平台業者必須先定義出顧客權益三個驅動因子個別對公司的重要性，如此網路平台業者才能制訂出最佳的開放策略
4. 使用者參與和使用者使用頻率，與開放策略相同，網路平台業者必須先定義出顧客權益三個驅動因子個別對公司的重要性，才能進一步衡量哪一個使用者使用情形因子應該獲得較多的投資

關鍵字

開放策略 ； 顧客權益

並列摘要

Facebook, Google and Yahoo have all introduced their open strategy to the public. Via an open strategy, online platform providers presume they can encourage more developers to develop innovative applications. More popular applications mean more users, which are the most precious assets of an online platform. As a result, “open” has become a buzzword in the internet industry. But while all website hosts are trying to include an open element in their websites, their knowledge of how customers perceive their open strategy is insufficient.
This research links online platforms’ open strategy and Web 2.0 characteristics with Customer Equity, which might provide another viewpoint in the composition of competitive and marketing strategy. Also, this research proves that being open and having the three Web 2.0 characteristics are crucial to the Customer Equity of online platforms.
Based on the survey data analysis, this research offers the following suggestions:
1. Online platforms should implement an open strategy in their online services instead of staying “closed”.
2. Online platform providers should keep enhancing the Size of Network of their platform and their perceived Degree of Openness.
3. Online platform providers should first decide their priority in the three drivers of Customer Equity. After doing so, they can compose the best open strategy for their online platform.
4. For User Participation and User Usage Frequency, as in the case of open strategy, online platform providers should first decide which driver is the most important, then decide which of the factors that engage users should be the focus of investment.

並列關鍵字

Open Strategy ； Customer Equity

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