臺灣博碩士論文加值系統

全球電子商務持續成長，在已發展國家已經接近飽和，然而在發展中國家（如東南亞、南美洲等）則是高速成長，除了本國電商的投資遽增外，也吸引國際電商大舉進入發展中國家進行投資，導致競爭越來越激烈。因此，作為發展中國家的電商經營者，到底要如何透過商業模式的創新，用以吸引消費者的青睞，是本研究的所欲探討的問題。本研究旨在探討消費者所感知的「商業模式創新」價值與消費者滿意度之間的關係，「商業模式創新」價值包含了（1）價值主張創新（value proposition innovation），例如：服務或產品、市場、銷售管道、客戶關係等；（2）價值創造創新（value creation innovation），例如：能力、技術或設備、關係、流程等；（3）價值獲取創新（value capture innovation），例如：營運模式、成本結構、產品附加加值等。
本研究以發展中國家—越南與泰國為研究對象，分別選取兩個國家最大流量的電商平台—越南Tiki與泰國Lazada之消費者進行研究，越南Tiki為本土企業家—陳山於2010年所成立的電商平台，最初是為創辦越南版亞馬遜（Amazon.com），以販售英文圖書為主，現已成為越南的電商龍頭，產品多樣。而泰國Lazada則是隸屬於德國知名創投—火箭網路（Rocket Internet），其模式是在世界搜尋有利可圖的商業模式加以複製，因此Lazada電商平台為其複製亞馬遜的電商事業，於2012年成立於東南亞（包含印尼、馬來西亞、菲律賓、新加坡、泰國、越南）。並採用問卷調查法進行實證，在資料蒐集上針對在越南Tiki平台的消費者，蒐集有效問卷總計136份；以及在泰國Lazada的消費者，蒐集有效問卷總計401份，以結構方程模式檢驗其研究假設。本研究結果顯示，對於越南與泰國消費者而言，價值創造、價值主張兩構面，皆對消費者滿意度具有正向影響。然而對於越南消費者，價值獲取對於消費者滿意度，並無顯著影響，而對於泰國消費者，價值獲取對於消費者滿意度確有正向影響，此研究結果差異可能來自於差異泰國的Lazada移植自已開發中之定價制度，定價策略較為靈活，且泰國的電子付款機制較越南成熟，使得泰國消費者在價值獲取的構面上，較有顯著影響。本究結果可提供發展中國家發展電商平台理論與實務貢獻參考。

Global e-commerce continues to grow, and it is close to saturation in developed countries. However, in developing countries (such as Southeast Asia, South America), it is overgrowing. In addition to the increase in investment in domestic e-commerce, it also attracts international e-commerce to enter the development. Therefore, as an e-commerce operator in developing countries, how to use the innovation of business models to attract consumers. The purpose of this study is to explore the relationship between the value of "business model innovation" perceived by consumers and consumer satisfaction. The value of "business model innovation" includes (1) value proposition innovation, such as service or product, market sales, customer relationship; (2) value creation innovation, such as capabilities, technology or equipment, relationships, processes; (3) value capture innovation, such as operating model, cost structure, product added value.
This study takes developing countries—Vietnam and Thailand as the research objects and selects the e-commerce platform with the most abundant flow in two countries—Tiki of Vietnam and Lazada of Thailand. Tiki of Vietnam is a local entrepreneur—Chen Shan in 2010. The established e-commerce platform initially created for the Amazon version of Amazon.com, which mainly sells English books. It has become a leading e-commerce leader in Vietnam with different products. The Thai Lazada is part of the well-known German venture capital firm Rocket Internet. Its model is to copy the world's search for profitable business models, so the Lazada e-commerce platform replicates Amazon's e-commerce business. It established in Southeast Asia in 2012 (including Indonesia, Malaysia, Philippines, Singapore, Thailand, Vietnam). The questionnaire survey method used for empirical research. A total of 136 valid questionnaires collected for consumers on the Tiki platform in Vietnam. A total of 401 valid questionnaires collected from consumers in Lazada, Thailand, and a structural equation model examined. The results of this study show that for both Vietnamese and Thai consumers, both value creation and value propositions have a positive impact on consumer satisfaction. However, for Vietnamese consumers, value capture has no significant impact on consumer satisfaction. For Thai consumers, value capture has a positive impact on consumer satisfaction. The difference in this study may come from the difference in the Lazada transplant in Thailand. The self-developed pricing system, the pricing strategy, is more flexible, and Thailand's electronic payment mechanism is more mature than Vietnam, making Thai consumers have a significant impact on value acquisition. The results of this study can provide a reference for the theoretical and practical contributions of developing e-commerce platforms in developing countries.

Chinese Absract........................................................................................................................................ i
English Abstract........................................................................................................................................ iii
Acknowledgements................................................................................................................................... v
Table of Contents...................................................................................................................................... vi
List of Tables............................................................................................................................................. ix
List of Figures............................................................................................................................................ x
Symbols..................................................................................................................................................... xi
Chapter 1 Introduction............................................................................................................................... 1
1.1 E-commerce Definition and E-commerce Industry Overview....................................................... 1
1.1.1 Supply Chain............................................................................................................................... 3
1.1.2 Main players............................................................................................................................... 4
1.1.3 Technology................................................................................................................................. 6
1.2 E-Commerce Market Overview in Thailand.................................................................................. 7
1.3 E-Commerce Market Overview in Vietnam................................................................................... 8
1.4 Background of Lazada and Tiki.................................................................................................... 9
1.4.1 Lazada........................................................................................................................................ 9
1.4.2 Tiki............................................................................................................................................ 10
1.5 Research Purpose........................................................................................................................ 11
Chapter 2 Literature Review and Hypothesis Development..................................................................... 13
2.1 Business Model Innovation.......................................................................................................... 13
2.2 Customer Perceived Value.......................................................................................................... 14
2.2.1 Perceived Value Proposition..................................................................................................... 15
2.2.2 Perceived Value Creation......................................................................................................... 15
2.2.3 Perceived Value Capture.......................................................................................................... 16
2.3 Customer Satisfaction................................................................................................................. 16
2.4 Research Model and Hypothesis................................................................................................. 17
2.4.1 Research Model........................................................................................................................ 17
2.4.2 Hypothesis............................................................................................................................... 18
2.4.2.1 Perceived value proposition and customer satisfaction........................................................ 18
2.4.2.2 Perceived value creation and customer satisfaction............................................................. 18
2.4.2.3 Perceived value capture and customer satisfaction............................................................. 19
Chapter 3 Methodology........................................................................................................................... 20
3.1 Research Development............................................................................................................... 20
3.2 Data collection............................................................................................................................ 24
3.3 Analytical Methods..................................................................................................................... 27
3.3.1 Reliability and Validity............................................................................................................... 28
3.3.2 Correlation coefficient............................................................................................................. 28
3.3.3 Confirmatory Factor Analysis.................................................................................................. 29
3.3.4 Measurement Model Assessment........................................................................................... 30
3.4 Non-respondent bias test (t-test).............................................................................................. 30
Chapter 4 Empirical Results..................................................................................................................... 32
4.1 Factor Analysis............................................................................................................................ 32
4.2 Assessing the reliability.............................................................................................................. 32
4.3 Confirmatory Factor Analysis..................................................................................................... 33
4.4 The Measurement of the Structural Model................................................................................ 40
Chapter 5 Conclusion.............................................................................................................................. 46
5.1 Research Conclusion.................................................................................................................. 46
5.2 Limitations and Suggestions...................................................................................................... 49
References............................................................................................................................................... 50
Appendix I – English Questionnaire.......................................................................................................... 55
Appendix II - Thai Questionnaire.............................................................................................................. 61
Appendix III – Vietnamese Questionnaire................................................................................................. 68
Extended Abstract

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