線上購物企業之成長模式-以Pay Easy為例

2008年全球金融風暴重擊需求市場，台灣地區線上購物產業卻沒有被不景氣影響，反而逆勢成長。本研究將以「組織生命週期理論」與「組織變革理論」為基礎，透過個案研究方法，探討台灣地區線上購物業者之成長模式。本研究將台灣地區線上購物組織的企業成長模式分為三個階段：創造與方向、授權、協調與溝通。此外本研究亦發現，影響企業成長模式有兩個要素：外部動力與內部動力，外部動力將影響企業成長的速度，內部動力將影響企業成長過程中面臨的危機。以下提出幾個命題：經濟不景氣對於線上購物業者是一個追求成長的契機；當產業處於成長期階段或在高度競爭市場中，將促使線上購物業者快速成長與擴張規模；管理者擁有較多資源或擁有較多專業知識，將免於創業中面臨領導危機；組織扁平化策略，將免於組織成長過程面臨繁文縟節的危機。

關鍵字

組織生命週期；組織成長模式；組織變革；線上購物

並列摘要

In 2008, the global financial crisis attacked demand market, however online stores were not influenced by depression and grew substantially in Taiwan. This study applied Organizational Life Cycle Theory and Organization Change Theory to discuss the growth model of online stores by means of case study. This study divided the online store growth process into three stages: “Creativity and Direction”, “Delegation”, and “Coordination and Collaboration.” This study found that two factors will influence growth model: external and internal forces. External forces will influence growth speed, and internal forces will influence crisis during growth process. Additionally, some propositions were induced: depression is a chance for online store to grow; the growth industry and competitive market encourage online store grow positively; lots of resource or know-how manager owns could avoid “crisis of leadership”; and flat organization strategy could avoid “crisis of red tap”.

並列關鍵字

Organizational Life Cycle Theory ； Organization Growth Model ； Organization Change Theory ； Online Shopping

參考文獻

蔡敦浩，2008，管理學，台中是：滄海書局。

謝瑞芳，2008，線上購物業基本資料，台灣經濟研究院產經資料庫。

網路家庭年報、台灣經濟研究院產經資料庫整理(2008)

Adizes, I. (1979). Organizational passages-diagnosing and treating life cycle problems of organizations. Organizational Dynamics. 3-24.

Beldona, S. R., M. Chaganti, M. Habib, & A. C. Inkpen. (1997). Industry variety, life-cycle stages, and performance: a dynamic perspective. Competitive Intelligence Review. 8(4): 65-74.

國際替代計量

線上購物企業之成長模式-以Pay Easy為例

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