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題名：網際網路的典範轉移暨網路市場與新經營模式之探索性研究
作者：盧俊成
作者(外文)：Lu, Juin Cherng
校院名稱：國立臺灣大學
系所名稱：商學研究所
指導教授：江炯聰
承立平
學位類別：博士
出版日期：1998
主題關鍵詞：網際網路；電子商務；新經營模式；網路市場；典範轉移；虛擬社群；產業層級與數位匯聚；交易成本理論；Internet；Electronic Commerce；New Business Model；Network Marketplace；Paradigm Shift；Virtual Community；Industrial Layer and Digital Convergence；Transaction Cost Theory
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本文探索的對象是Internet與電子商務；研究焦點是網路外部性、技術與網路市場；研究觀點是以經濟分析為主(即研究方法是以交易成本理論為主)；並以定性研究來達成下列目的：(1)釐清Internet產業的結構與相關範圍，並分析其網路外部性的種類與對企業策略的影響。(2)分析在數位化匯聚的情形下，相關產業的匯聚動態與產業結構；同時探討Internet新技術典範的競爭與網路效應下廠商的技術策略。(3)以交易成本理論為主，網路經濟理論為輔，分析Internet網路市場的交易特徵與轉型，電子商務的交易成本問題。(4)分析Internet網站的新經營模式、網際中間商的經營策略、虛擬社群的經營與演進，而後歸納研究的模態。
研究的成果有：(1) Internet的層級結構中，應用平台層因為數位產品的特性(不滅性、可塑性、再生性)，使得網路外部性與傳輸模式會影響數位產品的擴散方式，應以租借/租賃、授權、訂購或綁套的策略，克服數位產品的再生、複製與傳播等網路外部性的影響。在網路平台層上，因涉及電腦技術與通訊技術的系統管理與相容問題，而產生互容性的議題；其中，電腦軟、硬體業者因主宰廠商對架構標準的掌控，欲以網路效應來影響互容性，但競爭對手與通訊業者卻主張以開放式架構來制訂互容性，因而形成互容性在政策上的爭議。在基礎結構層上，因為Internet是異質網路的相連，所產生的網路外部性帶給使用者豐富的資訊擷取、溝通、分享與價值效用的增加；然而，過多的網路擷取，造成有限的頻寬承受過多的負擔，形成負的網路外部性，即網路壅塞的現象。為解決此一壅塞的問題，學理上把頻寬視為一市場，以價格機制加以控制，是為網路壅塞的定價基模；其中以使用量收費與優先權計價在技術上較為可行。(2) Internet互動性多媒體產業的創生，將促成異業匯聚的現象與產業水平分工體系，形成以內容業、包裝業、傳輸網路業、操控基磐業與終端設備業五個主要區隔；各有其核心技術與優勢，使得異業結盟成為主要的競爭策略。而互容性可促進協調與資訊溝通，幫助廠商對生產性資源的交換、組織、協商合作與執行協議，有助於降低侷限理性和機遇性，但市場上事實標準與開放性法制標準之爭，涉及系統的轉換成本與互補品的生產。(3) 在Internet新技術典範的競爭分析中，相對於網路效應存有競爭效應；而歸納網路效應的技術概念有架構標準、互補性資產與技術相關連性，而競爭效應之技術概念分別是技術不連續的創新、先佔(卡位)競爭與相容性競爭；因兩效應的共演化與受策略聯盟與購併的影響，各自效應也不斷擴散與複雜化，造成產業週界的模糊。(4) Internet是一資訊集匯的平台，但過多的資訊與低效率的搜尋可能造成資訊價值的低落；理論上，電子市場藉助IT應可降低資訊搜尋成本，但必須要有高效率的搜尋引擎，良好的網站內容結構與網路的基礎建設才能竟其功。對Internet網路市場的交易成本理論分析，可歸納為降低資訊搜尋成本與有限理性(線上即時性)、減少談判成本與改善交易氣氛(互動性)、降低資訊揭露成本(個人化)、反增認證成本(認證性)與降低溝通成本(跨域性)。雖利用Internet市場可使買方直接與賣方交易，但因品質的不確定性與資訊不對稱，仍須藉助網際中間商來促進市場交易的效率。虛擬廠商的分類如搜尋引擎、前端商店、計價內容、娛樂與遊戲、網路商圈等；由於網路商家對市場的定位不同，線上價值的獲取能力也不同。由網路市場的發展顯示，使用此市場所需付出的資訊成本的高低決定技術發展的軌跡與技術交易的形式；反之，技術應用的方式與能力亦決定使用此市場所要付出的資訊成本之高低。(5) 網際中間商在電子商務上是新經營模式，它扮演聚合資訊、促進交易、買賣雙方信託、匹配交易條件、評估價值與品質確保等角色與功能；而著名的網際中間商如網路書店Amazon、搜尋引擎Yahoo!與網路服務與內容商AOL，其經營策略是發揮先佔者的優勢，迅速卡住利基區隔並達到關鍵數量，使網路效應增生快速，而逐漸建立網際品牌與聲譽；而後說明由網際中間商發展到虛擬社群的經營，使社群上網路效應的發揮而帶來報酬遞增的動態情形。
This thesis is to exploratively study the paradigm shift, network marketplace, and new business models on the Internet. The research purposes are: (1) to clarify the Internet industry structure, and its network externalities and effects; (2) to investigate the dynamics of digital convergence and new paradigm of technologies competition on the Internet; (3) to analyze the network marketplace and electronic commerce based on Coase''s transaction cost theory; and (4) to investigate the roles and business strategies of cybermediary and the new business models in the virtual community.
The main arguments are: (1) the information and digital products on the application layer of Internet infrastructure are best suitable to diffuse by the way of subscription or bundling due to network externalities; the interoperability issues on the network layer of Internet infrastructure may be solved by the alliance of de facto and de jure standards between computing and telecommunication industries; due to the limited bandwidth of the transmission, the control of network congestion should be pricing, which the best and feasible methods are usage- and priority-charge, but ISPs may not have incentives to take this action and leave negative externalities to the users. (2) The digital convergence will create the ''interactive multimedia industry'' and restructure it into five horizontal layers, such as content, packaging, transmission, manipulation and terminal device. Firm in each layer has its own core competence and usually alliances among different layers. Thus, interoperability of the Internet is very critical and can promote the effective coordination and communication between industries. (3) The network marketplace has five characteristics, which are online real-time, interactive, personalized, authentication and trans-territory. Based on transaction cost approach, online real-time can reduce bounded rationality and the cost of information-searching; interactive can improve atmosphere and reduce the cost of negotiation; personalized can reduce the cost of information-revelation and trans-territory can reduce the cost of communication and coordination; while authentication increases transaction cost. (4) Cybermediary, acting as aggregator, promoter, trustee or evaluator, is a new business model to raise transaction efficiency in the virtual world, and its business strategies, based on the study of Amazon, Yahoo! and AOL, can be summarized as first-mover''s advantage (pre-emptive), then reaching the critical mass quickly (broadening installed base), and re-enforcing the dynamics of network effects in the virtual community.
The research findings could be summarized as propositions as followings: (1) The technical feasible solutions for Internet pricing and controlling network congestion on the backbone are usage-charge and priority-charge. Due to the problem of network congestion; however, belongs to the nature of externalities, ISPs will pursuit the economics of scale such that they can compete in a low-cost strategy under the conditions of maintaining the minimum quality of data transmission and access. (2) Technology standard usually determines system''s interoperability, especially between the computer and telecommunication industries involving the product''s compatibility. But technologies'' progress and business dynamics often change user''s requirements, one critical point to determine standard is a quick response to user''s requirements, no matter what the de facto or de jure standard is. Therefore, the best way for the Internet firms in the process of determining standard is cooperative or strategic alliance. (3) If intelligent property rights of digital or information product can be protected, bundling or subscription of products might be the effective way in the Internet marketing for that firms can tailor or customize digital products delivered by the Internet. (4) Firm now must apply Internet strategy to reallocate its resource and meet the challenge of network technology in order to reduce the internal transaction cost of technology for the reason of gaining the network effects as soon as possible. Firm should manage its core competence and complementary assets in term of the network-centric paradigm. (5) Incumbent firm, owning network effects and with dominance in the proprietary platform, will restrict information of technology transaction to its competitors for increasing the transaction cost; however, it will release technical license at right time to the complementary firms for sponsoring. But competitors, on the other hand, can apply technology discontinuity, innovation and pre-emptive strategies to reduce the incumbent''s transaction cost of technology, even more to promote open standard or platform to competing with. (6) Cybermediary can eliminate information asymmetry and quality uncertainty for customers, and transform the marketplace into three sides, buyer, seller and cybermediary, which main role is aggregating product information. (7) Information searching cost can be reduced only if Internet marketplace exists good information infrastructure, search engine with high efficiency and web with well-structured contents to perform coordination, brokerage and integration. (8) Attracting or creating high traffics at initial stage is the first management of commercial web, then keeping customer''s loyalty and finally charging users for content or service. (9) In the Internet business model, pre-emptive is very important strategy for quickly attracting and accumulating customers to achieve the critical mass so that the install base will generate network effects and large online value. (10) Members in the virtual community can interactively share and communicate information with others in order that members can gain the benefit of low transaction cost and information asymmetry.
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