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| DC 欄位 | 值 | 語言 |
|---|---|---|
| dc.contributor.advisor | 黃明蕙(Ming-Hui Huang) | |
| dc.contributor.author | Li-Yang Chen | en |
| dc.contributor.author | 陳力揚 | zh_TW |
| dc.date.accessioned | 2021-05-20T20:17:28Z | - |
| dc.date.available | 2009-07-14 | |
| dc.date.available | 2021-05-20T20:17:28Z | - |
| dc.date.copyright | 2009-07-14 | |
| dc.date.issued | 2009 | |
| dc.date.submitted | 2009-07-02 | |
| dc.identifier.citation | Alexa.com (2009a). The top 500 sites on the web Retrieved 04/23, 2009, from http://www.alexa.com/topsites/global
Alexa.com (2009b). Top Sites in Taiwan Retrieved 04/23, 2009, from http://www.alexa.com/topsites/countries/TW Cockburn, A., & Mckenzie, B. (2000). What Do Web Users Do? An Empirical Analysis of Web Use. International journal of human–computer studies, 54(6). Constantinides, E., & Fountain, S. J. (2008). Web 2.0: Conceptual foundations and marketing issues. Journal of Direct, Data and Digital Marketing Practice, 9. DiBona, C., Ockman, S., & Stone, M. (1999). Open sources: Voices from the open source revolution: O'Reilly & Associates, Inc. Facebook (2009). Facebook Developer Wiki, from http://wiki.developers.facebook.com/index.php/Main_Page Felt, A., & Evans, D. (2008). Privacy Protection for Social Networking APIs. Grover, V., & Teng, J. T. C. (2001). E-Commerce and the Information Market. Communications of the ACM, 44(4). Hartwick, J., & Barki, H. (1994). Explaining the Role of User Participation in Information System Use Management Science 40(4). Lai, T. J., & Chen, C. Y. (2008). Virtual Community and Customer Participations in User Centric Internet Service Ventures. Management of Engineering & Technology, 2008. PICMET 2008. Portland International Conference. Leng, W. (2009). Study on Knowledge Sharing Mechanism in Open Virtual Learning Communities. International Journal of Business and Management, 4(1). Lerman, K. (2007). User Participation in Social Media: Digg Study. Paper presented at the International Conferences on Web Intelligence and Intelligent Agent Technology - Workshops. Li, Y.-M., Chen, C.-W., & Yung-ShaoYeh (2007). Competition and Integration Strategy Analysis of Advertisement-Supporting Online Social Network Related Services. Paper presented at the The Seventh International Conference on Electronic Business Loreto, I. D. (2007). Web2.0 as a challenge for social networking and community building. Communities and Action: Prato CIRN Conference 2007. Miller, P. (2005). Web 2.0: Building the New Library. Ariadne, 45. Mitchell-Wong, J., Kowalczyk, R., Rosheloval, A., Joy, B., & Tsai, H. (2007). OpenSocial: From Social Networks to Social Ecosystem. 2007 Inaugural IEEE International Conference on Digital Ecosystems and Technologies. Musser, J. (2006). Web 2.0：Principles and Best Practices: O’Reilly Media, Inc. O'Reilly, T. (2007). What Is Web 2.0: Design Patterns and Business Models for the Next Generation of Software Communications&Strategies, 65(1). Open Knowledge Definition v1.0 (2008). from http://opendefinition.org/1.0/ The Open Software Service Definition (v1.1) (2008). Retrieved 04/23, 2009, from http://opendefinition.org/ossd Rust, R. T., Hogan, J. E., & Lemon, K. N. (2002). Customer equity management: Charting new directions for the future of marketing. Journal of Service Research, 5(1). Rust, R. T., & Kannan, P. K. (2002). E-Service: New Directions in Theory and Practice.: M.E. Sharpe. Rust, R. T., & Kannan, P. K. (2003). E-Service A New Paradigm for Business in the Electronic environment. Communications of the ACM, 46(6). Rust, R. T., Kannan, P. K., & Ramachandran, A. D. (2005). E-service: The revenue expansion path to e-commerce profitability. Advances in Computers, 64. Rust, R. T., & Lemon, K. N. (2001). E-Service and the Consumer. INTERNATIONAL JOURNAL OF ELECTRONIC COMMERCE, 5(3). Rust, R. T., Lemon, K. N., & Zeithaml, V. A. (2001). Modeling Customer Equity. Marketing Science Institute Working Paper Series, 01-108. Rust, R. T., Zeithaml, V., & Lemon, K. (2000). Driving Customer Equity : How Customer Lifetime Value is Reshaping Corporate Strategy: New York, The Free Press. Stallman, R. (2007). Why “Open Source” misses the point of Free Software Retrieved 12/20, 2008, from http://www.gnu.org/philosophy/open-source-misses-the-point.html Taudes, A., Feurstein, M., & Mild, A. (2000). Options Analysis of Software Platform Decisions: A Case Study. MIS Quarterly, 24(2). Teo, T. S. H., Lim, V. K. G., & Lai, R. Y. C. (1999). Intrinsic and extrinsic motivation in Internet usage. Omega, 27. Terry, J., & Standing, C. (2003). The Value of User Participation in E-Commerce Systems Development. Informing Science. Wynants, M., & Cornelis, J. (2005). How Open is the Future? : VUB Brussels University Press. | |
| dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/9321 | - |
| dc.description.abstract | Facebook, Google和Yahoo接連的宣佈了各自的開放策略。網路平台業者認為透過開放策略，可以吸引到更多的程式開發者來開發更多有創意的應用程式，而更多的應用程式則意味著可以吸引更多的使用者，也就是網路平台業者最大的資產。因此，「開放」已經變成了網路業中最流行的用語。但是當網路平台業者接連實行開放策略時，對於使用者如何衡量開放策略的研究卻是很缺乏的！因此，此研究把網路平台的開放策略、Web2.0的特性與顧客權益做一連結，希望可以提供管理者一種不同的角度來做為擬訂競爭或行銷策略的依據。
此研究證明了開放與否與Web2.0的三個特性對網路平台的顧客權益是非常重要的，而基於問卷資料的分析，此研究進一步提出了以下的建議： 1. 網路平台業者應實施某種程度的開放，而不是完全的封閉 2. 網路平台業者應持續的提升其用戶數目與使用者認知的平台開放程度 3. 網路平台業者必須先定義出顧客權益三個驅動因子個別對公司的重要性，如此網路平台業者才能制訂出最佳的開放策略 4. 使用者參與和使用者使用頻率，與開放策略相同，網路平台業者必須先定義出顧客權益三個驅動因子個別對公司的重要性，才能進一步衡量哪一個使用者使用情形因子應該獲得較多的投資 | zh_TW |
| dc.description.abstract | Facebook, Google and Yahoo have all introduced their open strategy to the public. Via an open strategy, online platform providers presume they can encourage more developers to develop innovative applications. More popular applications mean more users, which are the most precious assets of an online platform. As a result, “open” has become a buzzword in the internet industry. But while all website hosts are trying to include an open element in their websites, their knowledge of how customers perceive their open strategy is insufficient.
This research links online platforms’ open strategy and Web 2.0 characteristics with Customer Equity, which might provide another viewpoint in the composition of competitive and marketing strategy. Also, this research proves that being open and having the three Web 2.0 characteristics are crucial to the Customer Equity of online platforms. Based on the survey data analysis, this research offers the following suggestions: 1. Online platforms should implement an open strategy in their online services instead of staying “closed”. 2. Online platform providers should keep enhancing the Size of Network of their platform and their perceived Degree of Openness. 3. Online platform providers should first decide their priority in the three drivers of Customer Equity. After doing so, they can compose the best open strategy for their online platform. 4. For User Participation and User Usage Frequency, as in the case of open strategy, online platform providers should first decide which driver is the most important, then decide which of the factors that engage users should be the focus of investment. | en |
| dc.description.provenance | Made available in DSpace on 2021-05-20T20:17:28Z (GMT). No. of bitstreams: 1 ntu-98-R96725050-1.pdf: 1132601 bytes, checksum: b08f3fa149f5caa1ad433d952fd0bfaa (MD5) Previous issue date: 2009 | en |
| dc.description.tableofcontents | 1. Introduction 1
1.1. Motivation 1 1.2. Research Objective 2 2. Literature Review 3 2.1. The Concept of Openness 3 2.2. Web 2.0 and Openness 3 2.3. Definition of Online Platform 4 2.4. Customer Equity 5 2.5. The E-service context 5 2.6. Conceptual Framework 6 2.7. User Participation 6 2.8. Network Effect 7 2.9. Open Strategy and Degree of Openness 7 2.10. User Usage Frequency 7 2.11. Three drivers of Customer Equity 7 3. Methodology 9 3.1. Research Framework 9 3.2. Research Hypotheses 9 3.3. Operational Definition of Variables 10 3.4. Pretest 12 3.5. Sampling Method 15 3.6. Hypotheses Testing 16 4. Discussion and Conclusion 21 Appendix A: Questionnaire Website 23 Appendix B: The Evaluation Criteria 27 Reference 31 | |
| dc.language.iso | en | |
| dc.title | 網路平台該多開放?電子服務環境中開放策略與顧客權益的關係研究 | zh_TW |
| dc.title | How Open Should an Online Platform Be? Relationship between Open Strategy and Customer Equity in the E-Service Context | en |
| dc.type | Thesis | |
| dc.date.schoolyear | 97-2 | |
| dc.description.degree | 碩士 | |
| dc.contributor.oralexamcommittee | 羅濟群(Chi-Chun Lo),Rust Roland(Rust Roland) | |
| dc.subject.keyword | 開放策略,顧客權益, | zh_TW |
| dc.subject.keyword | Open Strategy,Customer Equity, | en |
| dc.relation.page | 32 | |
| dc.rights.note | 同意授權(全球公開) | |
| dc.date.accepted | 2009-07-02 | |
| dc.contributor.author-college | 管理學院 | zh_TW |
| dc.contributor.author-dept | 資訊管理學研究所 | zh_TW |
| 顯示於系所單位： | 資訊管理學系 | |
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|---|---|---|---|
| ntu-98-1.pdf | 1.11 MB | Adobe PDF | 檢視/開啟 |
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