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| DC 欄位 | 值 | 語言 |
|---|---|---|
| dc.contributor.advisor | 陳家麟(Chialin Chen) | |
| dc.contributor.author | Zhihao Daniel Lee | en |
| dc.contributor.author | 李志濠 | zh_TW |
| dc.date.accessioned | 2021-05-13T06:40:07Z | - |
| dc.date.available | 2017-08-02 | |
| dc.date.available | 2021-05-13T06:40:07Z | - |
| dc.date.copyright | 2017-08-02 | |
| dc.date.issued | 2017 | |
| dc.date.submitted | 2017-07-28 | |
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| dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/2429 | - |
| dc.description.abstract | It has been 10 years since the introduction of the iPhone, and during this time we have seen a global trend of consumers shifting focus to mobile apps. In particular, the retail industry has sought to develop assets that would allow them to ride this wave. With the balance of power seemingly being tipped in favor of mobile apps, some firms have also chosen to neglect websites, whilst others remain cautious and try to take small steps towards building multi-channel assets.
Both websites and mobile apps have been integral to growth of online shopping. What motivates us to carry out this study is recognizing that whilst for some countries mobile apps are pushing ahead, the statistics in Taiwan paint a slightly different picture. For a nation with high Smartphone adoption rate, high-speed Internet connectivity and a solid network of infrastructure, Taiwan surprisingly shows an unexpected inclination towards websites and not mobile apps. Utilizing Alex Osterwalder’s’ Value Proposition Canvas allows us to try to uncover some underlying reasons why consumers still prefer purchasing via desktop websites. Analyzing current value offerings for both platforms will allow us to see how they fare in the eyes of the consumer. With a deeper understanding of our local consumers, we can ascertain if platforms have been providing the right kind of value that our Taiwanese consumers are looking for. | en |
| dc.description.provenance | Made available in DSpace on 2021-05-13T06:40:07Z (GMT). No. of bitstreams: 1 ntu-106-R04749037-1.pdf: 10891066 bytes, checksum: d1bf8a454764b52feb2f8260bc994fcb (MD5) Previous issue date: 2017 | en |
| dc.description.tableofcontents | Acknowledgement .....................iv
Abstract ............ v Table of Contents ...................vi List of Tables ................ viii List of Figures..................... viii 1. BACKGROUND AND MOTIVATION..............1 1.1 The Rise of Mobile Internet Retail ...........1 1.2 Online Shopping in Asia Pacific ................ 2 1.3 Online Shopping in Taiwan.......................4 1.4 The Unrealized Opportunity........................6 1.5 Our Focus.........................................8 2. LITERATURE REVIEW .........................9 2.1 Motivations of Online Retail Behavior...............9 2.2 Personalities and Experiences Approach.............11 2.3 Summary of Literature Review.....................13 3. METHODOLOGY ................................. 13 3.1 Value Creation As A Foundation ................13 3.2 Osterwalder’ s Canvas ......................... 14 3.3 Insights Through Interviews......................17 3.4 Surveying More Consumers ...................... 19 4. DEVELOPING OUR VALUE CANVAS............19 4.1 Carrying Out the Research ........................... 19 4.2 Customer Profile - Exploring Customer Jobs .......... 20 4.3 Customer Profile - The Customer Pains ........... 25 4.4 Customer Profile - Finding Customer Gains ...... 33 4.5 Approaching The Value Map ........................40 4.6 Selecting Our Cases to Examine .................. 41 4.7 Momoshop - Pain Relievers...................... 43 4.8 Momoshop - Gain Creators....................... 46 4.9 The Momoshop Value Map ...................... 48 4.10 Carousell - Pain Relievers ..................... 50 4.11 Carousell – Gain Creators......................52 4.12 The Carousell Value Map ........................55 4.13 The Resulting Matchup ........................ 56 4.14 Additional Interview Insights ................ 60 5. CONFIRMING & COMPARING FINDINGS ..............68 5.1 Conducting Online Survey ..................... 68 5.2 Survey Findings - Customer Profile ............ 69 5.3 Other Insights From Survey ..................... 76 5.4 The Similarities ............................... 79 5.5 The Inconsistency ......................... 80 6. LIMITATIONS ..................................81 6.1 Limitations of Interview ..............81 6.2 Limitations of Survey..................81 6.3 Inherent Platform Characteristics ..........82 7. IMPLICATIONS............................83 7.1 For Mobile App Platforms ...............83 7.2 For Website Retail Platforms................85 8. CONCLUSION ................................ 88 9. REFERENCES ............................... 90 10. APPENDIX ................................ 93 | |
| dc.language.iso | en | |
| dc.subject | 購物平台 | zh_TW |
| dc.subject | 在線零售 | zh_TW |
| dc.subject | 移動應用 | zh_TW |
| dc.subject | 網站 | zh_TW |
| dc.subject | 價值創造 | zh_TW |
| dc.subject | 價值主張 | zh_TW |
| dc.subject | Shopping Platforms | en |
| dc.subject | Online Retail | en |
| dc.subject | Mobile Apps | en |
| dc.subject | Websites | en |
| dc.subject | Value creation | en |
| dc.subject | Value Proposition Canvas | en |
| dc.title | 手機應用程式 VS 購物網站給台灣消費者的體驗 | zh_TW |
| dc.title | Comparing the mobile app VS desktop website online shopping experience for Taiwanese consumers | en |
| dc.type | Thesis | |
| dc.date.schoolyear | 105-2 | |
| dc.description.degree | 碩士 | |
| dc.contributor.oralexamcommittee | 陳彥豪(Kevin Chen),王志軒(Jason Wang) | |
| dc.subject.keyword | 在線零售,移動應用,網站,價值創造,價值主張,購物平台, | zh_TW |
| dc.subject.keyword | Online Retail,Mobile Apps,Websites,Value creation,Value Proposition Canvas,Shopping Platforms, | en |
| dc.relation.page | 93 | |
| dc.identifier.doi | 10.6342/NTU201702039 | |
| dc.rights.note | 同意授權(全球公開) | |
| dc.date.accepted | 2017-07-28 | |
| dc.contributor.author-college | 管理學院 | zh_TW |
| dc.contributor.author-dept | 企業管理碩士專班 | zh_TW |
| 顯示於系所單位： | 管理學院企業管理專班(Global MBA) | |
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| 檔案 | 大小 | 格式 | |
|---|---|---|---|
| ntu-106-1.pdf | 10.64 MB | Adobe PDF | 檢視/開啟 |
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