臺灣電子商務現況分析及趨勢研究

Abstract

臺灣電子商務自1990年代萌芽以來，已歷經近三十年的發展歷程。隨著數位科技快速演進與行動裝置的高度普及，電子商務不僅改變消費者的購物行為，也逐漸成為臺灣零售市場中的關鍵通路形式。 本研究目的在探討臺灣電子商務的現況，並分析其未來發展趨勢與潛在挑戰。研究方法包括文獻回顧、產業資料彙整、部分研究議題透過大量去品牌識別化的網路廣告數據進行分析，嘗試從不同角度分析電子商務產業的變化。 研究結果可供有意投入或持續優化電子商務的企業作為參考，並提供產業觀察者在數位經濟環境下的參考依據。

Since its emergence in the 1990s, Taiwan’s e-commerce industry has undergone nearly three decades of development. With the rapid advancement of digital technology and the widespread adoption of mobile devices, e-commerce has not only transformed consumer shopping behavior but has also gradually become a key distribution channel in Taiwan’s retail market. This study aims to comprehensively examine the current state of e-commerce in Taiwan and to conduct an in-depth analysis of its future development trends and potential challenges. The research methodology includes literature review, industry data compilation, and empirical analysis of selected topics using a large volume of de-branded advertising data, in an effort to explore the evolving landscape of the e-commerce industry from multiple perspectives. The findings of this study are intended to serve as a reference for enterprises seeking to enter or optimize their e-commerce business models, and to provide insights for industry observers navigating the digital economy.