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| Title: | 運用網絡理論分析數位銀行之價值創造
Applying Network Theory on Exploring Value Creations of Digital Bank |
| Authors: | 杜春諭
Du, Chun-Yu |
| Contributors: | 邱奕嘉
Chiu, Yi-Chia
杜春諭
Du, Chun-Yu |
| Keywords: | 數位銀行
網絡效應理論
價值創造
平台治理
Digital Banking
Network Effects Theory
Value Creation
Platform Governance |
| Date: | 2025 |
| Issue Date: | 2025-08-04 13:49:01 (UTC+8) |
| Abstract: | 傳統的網絡效應理論（Network Effects Theory）長期以來多以規模效應作為價值創造的主要來源，但隨著台灣數位銀行市場逐漸邁向成熟且競爭趨於激烈，僅憑用戶規模的快速擴張已難以確保平台長期的競爭優勢。近年來，包括Afuah（2013）在內的相關研究者，逐漸提出並強調新的網絡效應觀點，認為平台競爭優勢的建立與維繫，不僅依賴使用者規模，更取決於平台內部的網絡結構特性、參與者之互動行為與有效的治理機制設計。
本研究整合網絡效應相關理論，提出「綜合網絡價值分析架構（CNVAF）」之研究架構，系統性地探討台灣數位銀行（包含傳統銀行的數位品牌與純網路銀行）如何透過平台內網絡結構調整、跨產業資源整合與制度化治理機制的建立，逐步深化與延續其數位轉型過程中的價值創造能力。本研究經過詳盡分析後，歸納出以下三點核心結論：
首先，傳統銀行於數位轉型過程中，若採取漸進式的網絡結構調整策略，並策略性地運用強弱連結模式，將可有效降低轉型過程中的風險與成本，逐步累積穩固的競爭基礎。透過初期弱連結的迅速用戶累積，及後期強連結的互動深化，可精準回應市場環境的變化與用戶需求的差異，從而持續維持與強化其競爭優勢。
其次，數位銀行藉由跨產業資源的異質性整合、角色多重性以及交易便利性的協同設計，能有效強化平台內參與者之間的互動深度，進一步提高使用者的黏著度與忠誠度。這種協同策略不僅使資源利用效率提高，亦可創造出更豐富且多元的價值互動模式，進一步擴大平台整體的價值創造能力。
最後，制度化的平台治理機制結合資訊透明化與交易安全管制，可有效管理平台內參與者的互動行為，顯著提高使用者與合作夥伴對平台的信任感，進而確保平台長期穩定的價值創造能力與競爭優勢之延續性。
綜上所述，本研究透過理論整合與實務驗證，提出了一個兼具規模效應、結構特性與治理機制三者之協同考量的綜合網絡價值分析架構（CNVAF），作為後續數位銀行或其他數位平台轉型及價值創造策略研究的重要理論基礎，並進一步提供實務界在發展數位金融生態系統上的策略性指引與參考依據。
Traditional network effects theory has predominantly emphasized user scale expansion as the main driver of value creation. However, as Taiwan’s digital banking market has matured and competition intensified, relying solely on user scale growth is no longer sufficient to sustain long-term competitive advantages. In recent years, researchers, including Afuah (2013), have introduced new perspectives emphasizing that competitive advantage in platform businesses derives not only from the scale of users but also significantly from the internal network structure, participant interactions, and effective governance mechanisms.
Drawing upon the existing literature on network effects, this study proposes a comprehensive analytical framework termed the "Comprehensive Network Value Analysis Framework (CNVAF)" to systematically explore how Taiwan’s digital banks—including both digital brands of traditional banks and purely digital banks—enhance and sustain value creation capabilities through adjustments in their network structure, cross-industry resource integration, and institutionalized governance mechanisms. After conducting detailed analyses, this study draws the following three core conclusions:
First, traditional banks can effectively mitigate transformation risks and progressively consolidate competitive advantages by adopting an incremental approach to adjusting network structures and strategically leveraging strong and weak ties. By initially employing weak ties for rapid user acquisition and subsequently using strong ties to deepen user engagement, banks can precisely respond to dynamic market environments and varied user preferences, thereby maintaining and reinforcing their competitive advantages over the long term.
Second, digital banks can significantly enhance participant interactions and overall value creation capabilities through synergistic strategies involving cross-industry heterogeneous resource integration, role multiplicity, and enhanced transaction feasibility. Such collaborative strategies not only improve resource utilization efficiency but also foster richer and more diverse interactive value patterns, significantly increasing overall platform value creation capabilities.
Finally, institutionalized platform governance mechanisms combined with information transparency and transaction security measures can effectively regulate participant behaviors, substantially enhancing trust among users and platform partners. This approach ensures sustained stability in platform interactions and long-term maintenance of competitive advantages.
In summary, through the integration of theoretical insights and practical validation, this study develops a comprehensive analytical framework (CNVAF) that systematically integrates user scale, network structure, and governance mechanisms. This framework serves as an important theoretical foundation for future research on digital banking and platform strategies, and further provides practical guidance for industry players aiming to strategically develop robust digital financial ecosystems. |
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| Description: | 碩士
國立政治大學
企業管理研究所(MBA學位學程)
112363100 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0112363100 |
| Data Type: | thesis |
| Appears in Collections: | [企業管理研究所（MBA學位學程）] 學位論文
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