行動通訊產業之擴充網際網路商務採用模式評估-以兩岸三地為例

目前各家行動通訊業者均有電子商務運作，卻鮮少有研究分析比較各家業者運作現況。本研究提出適用於行動通訊產業的擴充網際網路商務採用模式 (the extended Model of Internet Commerce Adoption, eMICA)並配合內容分析法，分析比較兩岸三地14家行動通訊業者的擴充網際網路商務採用模式階段和差異情況。研究結果顯示兩岸三地行動通訊網站之擴充網際網路商務採用發展階段呈現遞減狀態，多數網站以初始階段之建置最完善。此外，雖各行動通訊網站已充分運用網站進行與顧客之意見溝通，但兩岸三地著重強化階段之互動階層並不一致。成熟階段方面，大陸各家行動通訊業者於「進階交易階層」之功能指標建構達到50%，相較之下台灣地區與香港地區則尚有部分行動通訊業者低於百分之50。本研究最後針對三個地區提出建議：(1)台灣地區行動通訊網站於基礎資訊、豐富資訊、低度互動、中度互動、基礎交易等層級建構較為完整，應加強及善用高度互動及進階交易等高層級之功能建置。(2)大陸地區行動通訊網站可透過使用者間的交流與建構個人化的關係，來提升網站內容呈現、互動性以發揮網站價值。(3)香港地區行動通訊網站應加強企業與消費者間之網站訊息傳遞並落實網路安全機制，使網站提供的服務能更加安全及完整，創造更多的商機。

關鍵字

行動通訊；電子商務；擴充網際網路商務採用模式；兩岸三地

並列摘要

Most of mobile communication enterprises have implemented the e-commerce, which have lack of comparing and analyzing web development sufficiently. The purpose of the study is to present the extended Model of Internet Commerce Adoption (eMICA) and apply to the mobile communication industry. The comparisons of the web development differences of these companies, listing on top 14 of the mobile communication firms in Taiwan, Mainland China and Hong Kong, are also made. This finding shows that degrees of websites development decreases progressively at each stages of internet commerce adoption in cross Taiwan Strait economies. Additionally most of websites are well at web-based promotion stage. Although mobile communication enterprises have communicated through internet with the customers, they still focus on different interaction of the provision stage. At transaction processing stage, the mobile communication enterprises get beyond 50 % at the advanced processing layer in Mainland China. However, a few enterprises do not achieve 50 % at this layer in Taiwan and Hong Kong. Finally, the study proposes: (1) Mobile communication enterprises construct the basic level completely at each stage in Taiwan. They must strengthen and make the best at the higher level of each stage in the future. (2) Mobile communication enterprises could communicate with the users and construct the individual relation to improve the website content in Mainland China. (3) Mobile communication enterprises should strengthen the commerce with consumers to create more businesses opportunity in Hong Kong.

並列關鍵字

Mobile Communication ； e-commerce ； eMICA ； cross Taiwan Strait

參考文獻

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行動通訊產業之擴充網際網路商務採用模式評估-以兩岸三地為例

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