平台模式：策略性決策與企業績效

Abstract

本論⽂探討平台類型與策略性選擇有關的議題，並使用Heckman 兩階段模型，以全球已上市之零售平台公司於2003 年⾄2019 年的公開資訊為資料，做量化實證分析。本論⽂實證結果指出：(⼀) 當公司具有較⾼的可用閒置資源、研發能⼒及⾏銷能⼒時，較傾向開發實體平台勝過開發虛擬平台；(⼆) 在內⽣性問題被控制之後，選擇開發實體平台之公司的利潤，較選擇開發虛擬平台之公司的利潤⾼；(三) 在內⽣性問題被控制之後，選擇開發虛擬平台之公司的市值，較選擇開發實體平台之公司的市值⾼。本論⽂之研究結果，在學術上有助於解釋公司之閒置資源、組織能⼒、平台選擇及公司績效之間的關係；在實務上亦可幫助公司管理者依公司內部資源及能⼒，來選擇發展合適之平台策略，以達到最好效益。

This thesis examines the issues regarding the strategic choice of platform types. The findings of this thesis help to explain the relationships between firms’ slack resource, organizational capacity, platform choices, and firm performance. Managers may make their decisions of platform type choice based on encountering situations. The empirical results suggest that: (1) firms are more likely to develop physical platforms than virtual platforms when they have higher levels of available slack, R D capacity, and marketing capacity; (2) in general, firms developing physical platforms profits more than firms developing virtual platforms after the endogeneity bias are controlled; (3) the market values of firms developing virtual platforms are higher than firms developing physical platforms after the endogeneity bias are controlled. Finally, practical and theoretical implications are discussed in this thesis.