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1 2 3 4 13 2 14 15 7 (1) (2) (3) (4) (5) (6) (7) 1

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1990 1995 2000

Laudon & Traver, 2002

Kalakota and Whinston 1997

2002

Internet Business Model

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?

( )

2001 2005

2000 Timmers, 1998 Weill & Vitale, 2001 Timmers 1998

Business Model (1)

Business Actors (2)

2000

Weill & Vitale, 2001

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2005 2000 2001

Internet Business Model

?

Afuah and Tucci 2003

Afuah and Tucci 2003 1. Profit Site ?? 2. Customer Value ? ? 3. Scope 4. Pricing 5. Connected Activates 6. Implementation 7. Capabilities

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8. Sustainability

9. Revenue Source ? ??

10. Cost Structure

Afuah & Tucci, 2003;

2002; Kleindl, 2000 Kleindl 2000

Service Perspective Online Purchase Perspective

One-to-One Market Perspective Business Process

Perspective Digital Communication Perspective

Auction-Based Perspective 6

2002 ?

?

Business to Business, B2B Business to

Consumer, B2C Consumer to Business, C2B

Consumer to Consumer, C2C Afuah and Tucci 2003 6

? 2002

B2B B2C

C2B C2C

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Interactive Shopping

Hoffman & Novak,1996 2002

(1) (2)

(3) ?

Ottaway, Bruneau & Evans, 2003; Park & Kim, 2003 2006 1. B2B B2B 96.8 98.7 20.7% 15.7% 2005? 7 4,171 2010? 151,023

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2. B2C 2006 979 2007 1,000 2010 2,417 68.5 5,000 5,000 50,000 24.7 50,000 6.8 2005 3. C2C Yahoo 370 8 56.26 2005 2004 150 220

eBay 2006 6 5 PChome Online

PChome Online eBay 8 2 8,800 PChome 65 2007

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2007 21 93 109 1 2007 2000 (1) (2) (3) (4) (1) (2) (3) (4) 2000 2001

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1

(10)

2

EC

Yin 2003

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Yin , 2003 Patton 1990 (1) (2) (3) Yin 2003 (1) (2) (3) Patton 1990 Yin 2003 Triangulation

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Verification Patton 1990 (1) (2) (3) (4) -Patton 1990 1 Decision Zimmermann 1997

Multiple Criteria Decision Making, MCDM 1971

Thomas L. Saaty Uncertainty

Analytic Hierarchy Process, AHP Saaty 1980

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1989 2002 1989 (1) (2) (3) Pair Compare (4) 13 2 32 AHP AHP

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Afuah and Tucci 2003 10 13 1 AHP AHP (1) (2) AHP (3) Expert Choice 2000

Depth Interview Focus

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YouTube Nate

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1 EEE Experience Staging Experience Learning Experience Securing

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3 Saaty 1980 1989 15 2 3 2

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4.

(1) 3 =

0.532 0.468

(2)

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5. (1) (2) (3) 4 (4) (5) (6) 6. (1)

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(3) AHP (4) (5) (6) (7) EEE EEE (8) (9) 24 (10)

(21)

(11) (12) (13) (14) (15) (16) (17)

(22)

5 4

4

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(1) C2C Web 2.0 (2) C2B (3) B2B (4) 30%~50% (1) (2) (3) (4)

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Web2.0

Patton 1990 Yin 2003

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? 2002 B2B

B2C C2B C2C

Afuah and Tucci 2003 10

7 (1) (2) (3) (4) (5) (6) (7) AHP

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2. 3. 4. 5. B2C C2B C2C C2C 6. 7. 8. 9. 10. 11. 12. 13. 2002

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2001 2000 1998 2005 2001 : 2006 2006 2007.06.30 http://www.tipo.gov.tw/patent/patent_q_a/qaContent.asp?subtitle= &type=%BB%7B%C3%D1%B1M%A7Q 2000 2002 1989 (AHP) 27 7 1-20 1989 (AHP) 27 6 5-22 1997 2002

Afuah, A. & Tucci, C. L., 2003. Internet Business Models and Strategies, New York: McGraw-Hill.

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Environments: Conceptual Foundations, Journal of Marketing, 60(3), July: 50-68.

Kalakota, R. & Whinston, A. B., 1997. Electronic Commerce: A Manager’s Guide, Addison-Wesley Publishing Inc.

Laudon, K. C. & Traver, C. G., 2002. E-commerce: Business, Technology, Society, U.S.: Pearson Education.

Magretta, J., 2002. Why Business Models Matter. Harvard Business Review, 80(5), May: 86-92.

Ottaway, T. A., Bruneau, C. L., & Evans, G. E., 2003. The Impact of Auction Item Image and Buyer/Seller Feedback Rating on Electronic Auctions. Journal of Computer Information Systems, 43(3), Spring: 56-60.

Park, C. H., & Kim, Y. G., 2003. Identifying Key Factors Affecting Consumer Purchase Behavior in an Online Shopping Context. International Journal of Retail & Distribution Management, 31(1), 16-29.

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Ziedonis, R.H., & Hall, B. H., 2001. The Effects of Strengthening Patent Rights on Firms Engaged in Cumulative Innovation: Insights from the Semiconductor Industry, Working Paper.

Zimmermann, H. J., 1997. Fuzzy Set Theory and Its Applications. European Journal of Operational Research, 101(1), August: 227-228.

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A Study of Constructing the Innovative Business Model

on Electronic Commerce

Ming-Tien Tsai5, Li-Min Chuang6, Wen-Jung Hsueh7and Chien-Cheng Chen8

Abstract

Many phenomena show the business model for electronic commerce has significant difference with traditional business model. The consumer-oriented innovation is a new concept of innovation. Due to the business model has been permitted to apply for the patent and assured of monopoly and exclusiveness in accordance with the judicature. Therefore, to construct the innovation concept for electronic commerce business model is the key topic for discussion. The main purpose of this study is to construct the innovation business model, and the study object is electronic commerce industry. The first step, we choose thirteen experts and academics in electronic commerce domain and interviewed with them. The purpose of this step is to construct all key influential factors for innovation business model, and meet the real demand of industrial circles. Then we extracted two measure structures and fourteen key influential factors among the result. Second, we selected fifteen experts and academics in electronic commerce domain. Then, we used analytic hierarchy process to measure the importance and priority order for key influential factors.

This study based on Internet business model, online shopping model and the patent, and to construct the innovation business model for electronic commerce, then to experience depth interview with experts, triangulation and analysis hierarchy process. According to the result, the following seven research propositions are being introduced. (1)To conform to the demand of

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(3)The innovation business model must have news, stories, topicality, interest and unique keywords. (4)The innovation business model should make profit and provide free service at the same time. The profit making must be clear and works through multiple approaches. The free service should be carried out on a premise that there is no extra cost, and meanwhile take care of the ensemble. (5)The innovative business model should have generality of globalization, and to create the economy of scale. (6)The innovation business model should have fine management system, and reinforcement of customer relationship management. (7)Try to gain patent guarantee to increase the competitive advantage.

Key Words: Innovative Business Model, Electronic Commerce Patent, Depth Interview, Triangulation, Analysis Hierarchy Process (AHP)

References

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