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    題名: 產品試用平台之創新經營模式
    An innovative business model of Product Trial Platform: TryNShare
    作者: 陳科翰
    Chen, Ko Han
    貢獻者: 許牧彥
    Hsu, Mu Yen
    陳科翰
    Chen, Ko Han
    關鍵詞: 線上購物
    試用
    體驗
    共享經濟
    Online shopping
    Trial
    Experience
    Sharing economic
    日期: 2016
    上傳時間: 2016-03-01 10:56:54 (UTC+8)
    摘要: 隨著台灣線上購物的蓬勃發展，網路行銷策略成為一門顯學。然而網路平台雖擁有互動性、即時性、便利性等優勢，但因消費者無法親自觸摸產品以及網路上充斥著商家的業配文，因此常購買到不符所需的產品。

    為了解決這樣的問題，本研究希望提出一種創新的經營模式，藉由產品試用平台，提供消費者進行「線上」媒合產品分享者，「線下」進行產品試用體驗，使消費者在購買產品前能了解此產品是否即為所需。

    為了找出可行之經營模式，本研究透過產業競爭分析與市場研究分析，了解目前台灣線上購物市場現況，並藉由質性以及量化研究來探討本創新提案之市場需求大小、目標客群。同時探究現階段廠商對於本創新提案之看法與未來可能的合作意願。最後，經由前述分析，本研究提出「產品試用平台」的創新提案，其中包括產品試用者與產品分享者之線上媒合方式、廠商合作模式及基礎顧客收費方式。
    With the rapid development of online shopping in Taiwan, the Internet marketing strategy becomes a significant theory. Although the Internet platform owns interactivity, immediacy, convenience, and other advantages, however, consumers cannot personally touch on the product and not fully depend on product sharing contents because of the advertisements. Thus, consumers often cannot buy exactly desired products on the Internet.

    To solve such problems, the present study is to propose an innovative business model, with a product trial platform to provide consumers “Online” to match with
    people who are willing to share the products and “Offline” to try and experience the desired products. This way helps consumers fully understand if the products are what they want to purchase.

    In order to find a viable business model, this study analyzes the industry competition and market research to understand the current status of Taiwan’s online shopping market. Also, this study uses qualitative and quantitative researches to explore the market demand, the target customers and the cooperative willingness of companies for this proposal in the future.

    Through the preceding description, this study presents an exclusively innovative proposal called “Product trail platform”. It includes the online matching method for people who try the product and people who share the product, company cooperation, and the pricing system to the basic customers.
    參考文獻: 1. 經濟部商業司(2013)。2013中華民國電子商務年鑑。財團法人資訊工業策進會出版。
    2. 鄭富馨(2002)。降低風險策略對消費者知覺風險和網路購物意願的影響。國防管理學院資源管理研究所碩士論文。
    3. 張雅雯(2013)。產品試用、代言人以及搜尋/體驗屬性對於產品判斷之影響。國立台灣大學管理學院商學研究所碩士論文。
    4. Osterwalder & Pigneur(2013)。獲利時代。
    5. 楊璧瑜(2012)。商業發展研究院-線上購物之現況與未來趨勢。
    6. 黃賢章(2004)。網路購物付費方式與消費者知覺風險之研究。碩士論文，立德管理學院科技管理研究所，台南。
    7. 謝千之(2000)。產品資訊情境、參考價格與知覺品質對消費者購買行為之影響(未出版之碩士論文)。東吳大學，台北市。

    1. Bailey, A. A. (2005). Consumer awareness and use of product review websites. Journal of Interactive Advertising, 6(1), 90-108.
    2. Daugherty, T., Li, H., and Biocca, F. (2008). Consumer Learning and the Effects of Virtual Experience Relative to Indirect and Direct Product Experience. Psychology & Marketing, 25(7), 568-586.
    3. Groot M., Antonides, G., Read, D., and Raaij, W.F. (2009). The Effects of Direct Experience on Consumer Product Evaluation. Journal of Socio-economics, 38(3), 509-518.
    4. Guiltinan, J. P., Grewal Schoell, W. F. (1995). Martketing (6th ed.). New Jersey: Prentice-Hall.
    5. Kempf, D.S. and Laczniak, R.N. (2001). Advertising`s Influence on Subsequent Product Trial Processing. Journal of Advertising, 30(3), 27-38.
    6. Kozinets, R. N. (2002). The field behind the screen: Using netnography for marketing research in online communities. Journal of Marketing Research, 39(1), 61-73.
    7. Smith, Robert E. and William R. Swinyard (1982), "Information Response Models: An Integrated Approach," Journal of Marketing 46, 81-93.
    8. Subramani, M. R., & Rajagopalan, B. (2003). Virtual extension: Knowledge-sharing and influence in online social network via marketing. Communication of the ACM, 46(12), 300-307.
    描述: 碩士
    國立政治大學
    科技管理與智慧財產研究所
    99359032
    資料來源: http://thesis.lib.nccu.edu.tw/record/#G0099359032
    資料類型: thesis
    顯示於類別:[科技管理與智慧財產研究所] 學位論文

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