| Summary: | 碩士 === 國立交通大學 === 管理學院管理科學學程 === 106 === In the era of IOT (The Internet of Things), many things that we did not think of in the past years have become normal styles in today’s lives, for example, shopping through online stores without leaving home. With all the conditions available, e-commerce has become an indispensable tool for business owners or individual businesses in recent years. As consumer habits have changed, the online shopping platforms even replace physical stores, which are evidenced by the loss or collapse of physical store giants in recent years.The speeds of information exchange and business transaction are much faster in the era of the Internet of Things. Also, marketing toods are more complicated nowadays. To improve the competitive abilities, the variables that the merchants need to consider now are greatly increased. For example, the convenience of transactions, the quality of customer service on the shopping platforms, and various business models all have the potential to affect consumers' thoughts and wishes of spending on online shopping platforms.
This study adopts The Business Model Canvas as a framework to explore the business models of e-commerce online shopping platforms, and then learns possible ways to increase the competitive advantages of shopping platforms. Firstly, analyze whether there are significant differences between demographic variables and the characteristics of e-commerce and online shopping platforms. Further more, analyze whether the characteristics of e-commerce and online shopping platforms are significantly different from the business models. Finally, set the business models as interference variables and competitive the advantages as the dependent variables to analyze the relevance of the business models and the competitive advantages to explore consumers who consume on the online shopping platforms.
The results show that the business models of the target audience, access, revenue sources and key activities are positively correlated to the competitive advantages. The research results for e-commerce online shopping platform operators as the marketing strategies.
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