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題名:以行動者網絡理論探討商業生態系統演化進程
作者:畢家豫
作者(外文):JIA-YU BI
校院名稱:元智大學
系所名稱:管理學院博士班
指導教授:陳家祥
學位類別:博士
出版日期:2018
主題關鍵詞:商業生態系統行動者第三方支付平台Business ecosystemactorthird-party paymentplatform
原始連結:連回原系統網址new window
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本研究主要探討商業生態系統演化進程的問題,在組織誕生階段透過商業生態系統 (business ecosystem) 的觀點,就行動者網絡理論 (actor-network theory, ANT) 對行動者如何利用轉譯程序,並加入服務主導邏輯與平台概念,探索如何推動商業生態系統網絡的建構,並檢視商業生態系統的行動者成員,是如何從原有各自的利益出發,建立起連結關係,及如何在轉譯程序中藉由共利取向,設置強制通行點轉化為共同價值主張,形成價值共創,進而發現商業生態系統網絡關係的演化方式。
由於全世界的電子商務產業在近十年來成長快速,尤以中國大陸市場為最。而淘寶網在中國大陸 C2C 交易中更是取得 90%以上的市場佔有率。其中,有極高的金流比率是透過其建置的支付平台系統「支付寶」進行。而在台灣地區由永豐銀行推出的豐掌櫃第三方電子支付平台,為本地銀行最早自建的第三方支付系統,目前使用戶數已達25萬戶之眾,故本研究擇以上具有代表性的第三方電子支付平台作為商業生態系統演化個案的研究對象,透過對主要行動者的觀察,基於上述理論,探討其在商業生態系統誕生階段所扮演的角色及如何引進新的成員與功能,進而影響推動第三方電子支付平台商業生態系統的演化。本研究的實證結果發現,主要行動者若能依行動者網絡理論的主張與方法,建立網絡,運用平台,提供包含其它行動者所需要的資源,協助生存並共創價值,而當生態系統內的成員種類或功能越多,產生網絡效應,就更能藉由彼此的協同合作來創造最大的價值,達成推動生態系統演化的目的。
This study focuses on the issue of promoting the evolutionary process in the business ecosystem.Exploring the birth stage, through the business ecosystem perspective, using actor-network theory (ANT) to explore how actors use translation programs and join the concept of Service-Dominant logic and platforms Exploring the process of promoting the construction and evolution of commercial ecosystem networks,To examine how the ecosystem members proceed from their own interests, put forward the process of translating the value proposition into a process of pursuing value creation, and explore how the member interactions establish connections and transform them into a common interest orientation.This will further strengthen the interdependency and mutual development and network development process.
As the world’s e-commerce industry has grown rapidly in the last decade, the Chinese mainland market is the most popular. Taobao achieved more than 90% market share in C2C transactions in mainland China.Among them, there is a very high gold flow rate through the payment platform system built by Alipay. The Fun cashier launched by Bank Sinopac in Taiwan is the earliest self-built third-party payment system for local banks. Currently, the number of users has reached 250,000.Therefore, this study selected the above-mentioned representative third-party electronic payment platforms as research objects for the evolution of commercial ecosystems. Through the observation of the main actors, based on the above theories, the roles of the above-mentioned third-party electronic payment platforms in the birth phase of commercial ecosystems were explored. And how to apply new members and functions, and thus affect the evolution of the commercial ecosystem of third-party electronic payment platforms.on the claims and methods of the actor-network theory, they can provide the resources needed by other actors to help them survive and create value.When the members of the ecosystem have more species or functions and produce network effects, they can create maximum value through collaborative cooperation with each other and achieve the purpose of promoting ecosystem evolution.
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