本研究旨要探討加盟總公司對於加盟業者所提供的服務的實際程度？這些對滿意度真的很重要？亦或關係導向及其因素對滿意度的影響較重要？加盟業者對加盟總公司的滿意度是否對績效有所影響？或可增加未來合作的程度？加盟業者對總公司所提供的好處的實際感受？對關係行銷中的信任程度及未來合作影響如何？綜合以上的架構，建立一整體的概念，以加盟業者為研究對象，獲得實證結果，實際了解加盟業者對總公司所提供的服務與關係行銷品質對滿意度及未來合作的影響，並從結果中提出建議，以供參考。 依據實證結果，影響加盟業者滿意度的主要因素為總公司的關係行銷的活動，而非總公司所提供的服務項目。因此總公司是否造成業者的信任及良好的溝通品質，形成彼此的穩固的關係；及總公司與業者建立資產專屬性，使業者更加信任總公司的供需決定及績效的提升，這些才是業者對總公司的總體滿意度主要關鍵條件，進而直接或間接使未來合作意願的提升，支持理論發展出的假說。 根據實證結果，建議業者如何經營關係行銷的實際活動，讓彼此更加的信任及未來合作的意願更加穩固。

本研究從資源基礎的角度切入，分析成功之網路商店的核心資源及其經營策略，研究結果摘要如下: 研究發現1-1:產業知識(Domain Know-how)和網路技術能力(Web-technology)是經營網路商店的核心資源。 研究發現1-2:品牌/商譽是網路商店的核心資源。 研究發現1-3:資金在網路商店的經營上目前並不缺乏。 研究發現2-1:產品線廣度是網路商店業者共同追求的策略重點。 研究發現2-2:台灣網路商店目標市場大多為”全球華文市場”。 研究發現2-3:網路商店業者偏向於將金流與物流業務委外處理，將資源著重在加強資訊流與商流的部分。 研究發現2-4:網路商店的經營策略可依虛擬-實體化程度，區分為”純虛擬”與”虛擬+實體”兩類型。 研究發現2-5:策略聯盟是經營網路商店經常採取的方式。 研究發現3-1:企業核心資源較屬於技術能力的掌握者(博客來、百羅網)，傾向於”純虛擬”的經營方式。而核心資源為產業知識的掌握者(金石堂、摩比家、飛行網)則較傾向於”虛擬+實體”的方式。 命題一:產業知識與網路技術能力的掌握有助於網路商店之經營。 命題二:在網際網路激烈的競爭環境下，品牌知名度與商譽對行銷活動有關鍵性的影響。 命題三 :網路商店目標市場之區隔與選擇與語文變數有關，與地理區隔變數的關聯性較低。 命題四:電子商務發展迅速，為有效掌握網路商機，尋求合適的策略聯盟夥伴可增加互補綜效。 命題五:掌握網路技術能力的網路商店業者傾向於純虛擬的經營策略;擁有產業知識掌握能力的業者則較傾向於虛擬結合實體的經營策略。 命題六:網路商店採全產品線之經營策略，有助於降低消費者的搜尋成本，提高消費者光臨網站的意願。 命題七:降低消費者的交易成本並提高其對網路商店的信心與安全感，對網路商店之經營績效有關鍵性的影響。

本研究主要探討電子商店業者進行網路行銷時之決策因素，以及不同經營型態之電子商店業者，其網路行銷決策因素重視程度對其企業價值與營運績效之影響。本研究是屬於實徵性研究，經由文獻探討建立起初步的研究架構、研究假說，進而設計問卷，並採郵寄方式進行調查，並將回收的問卷採取適當的統計方法加以分析、檢定，以達成本研究之目的。 本研究實際發出問卷228份，有效回收72份，有效回收率31.6%。經由資料分析發現：(1)不同型態之電子商店業者本身，對於企業價值之認知程度與營運績效並無不同；(2)當網路行銷決策因素重視程度不同時，經營型態相似之電子商店業者，對於電子商店可以「增加新的銷售通路」、「建立新的經營模式」、「提高品牌或公司知名度」以及「增加產品促銷能力」之認知程度有所不同；(3)當網路行銷決策因素重視程度不同時，經營型態相似之電子商店業者，對於電子商店的「營業額」與「獲利能力」會有所影響。 雖然不同經營型態之電子商店業者本身，對於企業價值認知程度與營運績效並無不同，但是相似經營型態之電子商店業者，在網路行銷決策因素重視程度不同時，對於企業價值認知程度與營運績效影響有所不同。因此，本研究建議電子商店業者在進行網路行銷之前，應釐清本身的經營型態，並依據其經營型態而採取適當的行銷決策，方能達到事半功倍的效果。此外，本研究發現「公司商譽與促銷因素」為影響電子商店營運績效最重要的決策因素，因此電子商店業者欲提高其營運績效，應重視此一決策因素，以增加顧客對公司及產品信心，進而提昇營運績效。

近年來由於網際網路的發達，帶動電子商務的興起、活絡，消費者消費型態的改變直接的衝擊到各個零售通路的經營，台灣地區便利商店的發展更是快速，密集度位居全球之冠。 未來，如何在有限的實體空間下，充分發揮連鎖型便利商店據點多、分佈廣、以及全天候營業的特性，運用虛擬化的模式擴大經營服務的範圍。 本研究是以便利商店業就其在代收服務、電子商務服務、預購服務、以及物流服務導入虛擬化經營模式的作業架構及作業流程一一探討，在其演進的過程中都是以如何提供消費者更便利的服務為前提。 / In recent years, eBusiness has grown enormously due to the popularity of the Internet. This change in consumers' buying habits has a direct impact on the management of retail businesses, including convenience stores. The density of these stores in Taiwan ranks among the highest in the world, and their numbers are rapidly increasing. In the future, with limited available space, how shall we use the virtual business operation model to expand the scope of the management and service using benefits of convenience stores, such as multiple locations, wide distribution and 24/7 availability? In this research, we discuss methods to provide better service to consumers, by using the virtual business operation flowchart along with services provided by convenience stores, such as bill payment, eBusiness, pre-sale and logistics services.

由於科技快速進步，企業經營也隨著科技的進步而產生重大變化，不但需求變化快速，企業還要即時快速反應外在環境，於是企業對於資訊系統整合的議題越來越重視，希望將功能導向的系統轉變為流程導向的系統，將資訊有效的整合及標準化，讓企業能快速地與外在環境連結，進而提升整體營運績效。 整合的方法非常的多，大致上可分為四類。目前對於哪一種整合方法是最有效率、效益也無一定論。最主要的原因是不同的整合個案會有不同的整合需求，若只從理論方面來探討資訊系統整合所帶來的效用並無法具體地呈現其價值。 有鑑於此，本研究之目的是希望透過個案單位的作業模型，分析、建構出整合的資料模型。因此，本研究以階段性的方法設計資料整合模型及其運作方法。在第一、二階段當中，先針對個案單位的流程進行系統資料流程塑模及業務流程塑模，再從業務面及系統面找出資訊中斷的地方及因素，並將問題具體地描述出來。在第三階段中，本研究挑選了最適合此個案單位的整合方法，也就是使用資料層級（Data-Level）整合的方法，設計整合的資料模型將資訊流完整的串接起來以支援企業的決策需求。最後一階段則要利用ETL說明整合的系統運作模式，並說明此個案單位使用ETL時，可能會遇到的問題及初步的解決方法。 / Owing to rapid advances in technology, enterprises have a major change of the progress of science and technology. The enterprises not only change rapidly in demand, but also have to response to the external environment rapidly. Hence, enterprise information system integration issues get more attentions. Enterprises hope to improve their systems from function-oriented to process-oriented because the effective integration of information and standardization allows enterprises to quickly link with the external environment and to enhance the overall operating performance. However, there are many kinds of integrated approaches. At present, there is no substantive conclusion in approaches to integrate efficiently all systems in business. The main reason is that the integration of different cases has different integration requirements. Therefore, it cannot concretely show the value of system integration through the discussion of the theoretical aspects. In this thesis, this study aims to enhance the operation of a case to model, analyze, and construct an integrated data model. This research has 4 phases to construct integrated data model. In phase 1 and 2, this study builds the case data flow modeling and business process modeling and discovers information gap. In phase 3, the study selects the most suitable method for this case, that is, to use the data level integrated approach to design integrated data model. Finally, using ETL illustrates system operation mode and describes the case which may encounter problems and initial solutions follow in phase 4.

近年來電子商店已成為一種新興的零售通路，在美國有人預估未來幾年內，其市場規模將佔美國零售市場的6~8%(Rosen & Howard,2000)。這種，伴隨著Internet發展而快速成長的電子商務，逐漸的改變了人類的生活習慣，也創造了新的商業行為以及經濟模式，並成為近年來企業經營的熱門話題。 　　買賣雙方關係管理一直是企業經營之成功關鍵因素，忠誠的顧客可說是企業獲利的直接來源，多數學者認為行銷學的焦點已由過去傳統交易行銷轉移到今日注重建立並維持與顧客關係的關係行銷，這種被視為行銷新典範的關係行銷，其主要目的在提昇顧客的忠誠度及滿意度，建立良好的顧客凝聚力。 　　本文旨在精緻化Crosby, et al.(1990)所提實體環境之關係品質模式，並在原模式中納入「網路安全性」、「產品失驗(disconfirmation)」、「資產專屬性」等外生變數。企圖由交易成本(Williamson,1975)、關係品質(Crosby, et al.,1990)及科技接受模式(Davis,1989)觀點，來解釋及預測Internet消費者對電子商店關係品質（滿意度、信任）及忠誠度的心理歷程，進而建立具有理論基礎的電子商店關係品質之因果模式。 　　本研究架構包括前因變數（e.g.產品／服務品質、互動強度、網路安全性、產品失驗、資產專屬性）、中介變數（滿意度及信任）、結果變數（e.g.顧客忠誠度、未來互動）三層徑路關係。本理論架構廣納科技面（網路安全、人機介面易用性）、策略面（資產專屬性）、行銷面（互動強度）、產品面（產品失驗）、心理面（網路實用性、隱私權、信任、滿意度）等5大類影響關係品質及忠誠度之因素。 　　本研究同時採用定性及定量方法，來交互驗証結果。 　　定量部份，採隨機問卷抽樣台灣、香港、印度、大陸、美國共3231名Internet使用者的消費行為。分探索性及驗証性兩階段資料分析，前者以效度及信度來篩選量表題目，後者使用LISREL統計工具進行電子商店關係品質之結構性分析，以找出Internet關係品質（滿意度、信任）的前因及後果（e.g.顧客忠誠度、未來互動意願）。定量分析結果發現：(1)本研究B2C電子商店之關係品質模式獲得支持；(2)加強電子商店網站實用性、產品失驗、互動強度，及網路安全性，可提升關係品質；(3)網路安全防範仍是台灣電子商務發展的一項重要工作；(4)電子商店的服務品質、資產專屬性及關係滿意度，可提高顧客忠誠度以及商家的獲利；(5)關係品質的提升，可建立忠誠顧客，強化雙方未來互動。 　　定性分析方面，本研究訪談國內28家網路券商主管，輔以次級資料（網商內容分析、期刊雜誌、證交所網站等）搜集佐證，結果發現：網站服務品質愈佳、網站交易安全性及互動性愈高，不但可有效提升顧客的信任及滿意度（關係品質），且顧客忠誠也愈高。因此加強網站互動機制、網頁內容的客製化、優惠商品（手續費折扣）、及網站資產專屬性（知識專屬性、時間專屬性），都是券商套牢顧客的好方法。根據研究結果，本研究得到結論如下：(1)網路下單具有多項優勢，在台灣證券市場相當具有發展潛力。(2)網路證券由價格競爭走向商品／服務品質導向。(3)證券商品／服務走向多元化及國際化，朝網路金融服務中心發展。(4)網路券商在客製化服務方面較傳統券商可提供更佳服務。(5)網站加強核心資源的創新及累積，建立難以模仿的資產專屬性，提升顧客忠誠度。(6)網際網路是關係行銷的利器。(7)安全仍是網路證券業發展的障礙因素。 / Recently, The Electronic Store has become an up-and-coming retail channel. In America, some people estimate its market scale will hold six to eight percent of the American retail market in the oncoming years. Such kind of Electronic Commerce that increased rapidly by accompanying the development of Internet has gradually changed human living habits. In addition, Electronic Commerce has created a new commercial behavior and a new economic model. Furthermore, it has become one of the most popular issues in enterprises lately. 　　The relational management between buyers and sellers is always the key point for enterprises to run a business successfully. Loyal customers have affinitive connections for them to gain profits as well. Most of the scholars mention that the focal point on marketing has transferred from the traditional transaction in the past to relationship marketing that stresses on constructing and maintaining the good enterprise-customer relationship nowadays. The main purpose of relationship marketing regarding as novel mode for selling is to increase customer loyalties and satisfactions, and also to promote fine customer concentrations 　　For this content, the keynote is to refine the relationship quality model of physical environment, and adopt extraneous variable of net security, product disconfirmation, asset specificity that are from the original model. Additionally, we attempt to use concepts of Transaction Cost (Williamson, 1975), Relationship Quality (Crosby, et al., 1990), and TRA (Theory of Reasoned Action) (Davis, 1989) to explain and predict Internet customers'' psychological process for satisfaction, trust, and loyalty in Relationship Quality of Electronic Store, and then, to build up cause and effect pattern of Relationship Quality of Electronic Store that is provided with theoretical basis. 　　The research structure consists of three-path relations. It is including (1) Ancestor Variables (ex. products, services qualities, contact intensities, Internet securities, product disconfirmations, and asset specificities) and (2) Intervening Variables (such as satisfactions and trusts), and (3) Consequent Variables, (ex. customer loyalties, and future interactions). Meanwhile, the width of this theory focuses on six main reasons of influencing the Relationship Quality and customer loyalty, such as technologies (Internet securities, user interfaces, and eases of uses), strategies (asset specificities), marketings (contact intensities), products (product disconfirmations), psychologies (Internet usefulnesses, privacies, trusts, and satisfactions), and domestic cultures. 　　According to this research, it simultaneously adopts two ways of the Qualitative Analysis and Quantitative Analysis to verify its result. 　　For Quantitative Analysis, it takes randomly survey samples which amounts to 3,231 consumers from Taiwan, Hong Kong, India, China, and America to know the psychographics of internet users. In this part, it''s divided into two steps in information analysis. One is the Explorative, and the other one is the Confirmatory. The former one adopts validity and reliability to shift scale item; the later one uses statistic tools, called" LISREL" to carry out structural analysis in the Relationship Quality Model of Electronic Store, and confirms to find out the cause and effect (Customer loyalty and further interaction) of the Relationship Quality (Satisfaction and trust). Through the result of Quantitative Analysis, we can find out: 1) The research, called "B2C Electronic Store" the Relationship Quality Model is able to obtain the support; 2) When strengthening Electronic Store''s internet usefulness, product disconfirmation, contact intensity, and internet security, it can promote the Relationship Quality well; 3) For the development of Electronic Commerce in Taiwan, the internet security precaution still takes as a serious problem to solve; 4) Stressing on Electronic Store''s service quality, asset specificity and relationship satisfaction can increase customer loyalty and enterprise''s profit; 5) Increasing Relationship Quality can posses loyal customer, and further enhance bilateral future interaction. 　　For the Qualitative Analysis, we interview 28 on-line broker firms in Taiwan, and collect the secondary information (web content of online-broker analysis, periodical magazine, and stock exchange website), as a result, we find out that the better the website''s service quality, the greater transition security and interaction. For this research, it can not only effectively increase the customer trust and satisfaction (the relationship quality), but also build up the high customer loyalty. Hence, it is a good way for brokers to underpin the amounts of customers by uplifting the website interactive mechanism, customized website contents, off-price merchandize (fee discounts), website asset specificities (knowledge and time specificity). Base on the result in this research, we conclude that: (1) An order from the website has varieties of advantages, so it''s equipped the capability of development in Taiwan stock market; (2) Website bond has moved toward merchandize or service quality instead of price competition; (3) Bond merchandize and service has become diversified and global pattern, and it faces toward the Service Center of Online-banking form; (4) Due to the customized service, current online-broker can provide better service than traditional one; (5) For the invention of strengthening core resource, it can have their own asset specificity that is hard to imitate, and promote customer loyalty; (6) Internet is a good toll for the Relationship Marketing; (7) Security is still the main obstacle for the internet stock market development.

隨著網路、新聞、報章雜誌等等各種管道的報導與介紹，愈來愈多人期望能在網路開店或投入網路創業。這些在網路提供商品或服務的群體，有哪些該注意的交易糾紛與法律問題？本文將從網路交易中之商品與服務提供者的角度來觀察其法律責任與保障。 首先介紹常見的網路開店模式，例如自行架設購物網站、網路商城(或稱網路商店街)模式以及網路購物中心模式等，分別討論其中可能涉及之法律問題以及當事人之間的法律關係。關於網路交易之金流處理，則以付款機制、付款平台以及網路代幣之發展進行觀察，探討隨著網路金流愈趨便利而產生的風險。尤其是網路金流機制所衍生的信用卡冒用盜刷以及個人資料保護問題，更是不容忽視。至於網路交易中常見的糾紛，以網頁標錯價格、數位商品之猶豫期、信用卡冒用盜刷等案例，就其中的法律問題參照學說、實例之見解，進行討論與評析。最後在結論中整理出商品、服務提供者選擇網路開店應注意之法律相關事項，並對日後網路交易立法的方向提供一些個人之淺見。

根據瑞士有機農業研究所的全球有機市場報告指出，2013年全球有機農業產值為630億美金，相較於2011年增長25%，由此可見有機產業蓬勃發展。過往國內有關有機產業的研究，大多偏向探討有機農業的發展、消費者行為調查、通路行銷策略，對於有機商店創新層面著墨很少。另一方面，以往服務創新相關研究有提到組織方式與知識管理對其產生的影響，但探討的產業仍限縮在一般服務業，未曾針對有機商店作探討。基於上述的缺口，本研究以「有機認知」、「組織特性」、「知識取得」等三大構面為主軸，選擇國內三家有機零售通路商店進行深入研究，探討三大構面對服務創新的影響。 本研究得到的結論如下： (1) 有機零售通路業者共同採取的服務創新是複合式經營餐飲、不定期的講座與活動、網路平台、App互動與購物。 (2) 有機零售通路業者發展服務創新，其有機產品認知包含健康產品的定義、與農友間公平貿易。前者是說明店內產品的選擇，後者是說明其公平採購行為，兩者對於有機零售商店都是新服務概念。 (3) 有機零售通路會同時透過正式化的組織方式與非正式化的提案制度來激發創新。當公司不具備組織創業家精神，新服務發展將難以達成。 (4) 有機零售通路業者發展服務創新時，在外部連結與知識取得上，會以開放式創新的概念積極向外獲取所需之技術知識與市場知識，尤其注重一線員工與顧客的互動與顧客意見。 最後，本研究提出實務建議與後續研究之建議。 / According to the statistics of Research Institute of Organic Agriculture (FiBL), global output value was 15 billion dollars in 2013 and 25% growth from 2011, which shows that organic industry is a booming industry. Most of the past researches related to organic industry are focused on the “development of organic farming”, “consumer behavior”, “marketing strategy” and very few studies are conducted on the organic store innovation. On the other hand, most of the former studies of service innovation, knowledge management, and organizing focus on general service industry. The past studies of the cases are almost general service industry. Due to the research gap, this study establishes a research framework with four major constructs: organic product awareness, organizing, external sourcing of knowledge and service innovation. I select three organic retail stores and aim to find the relationship among them. Four major preliminary conclusions obtained from this study are as follows: (1) The observation of organic retail stores jointly take these actions, such as combinative restaurant, occasional lectures/activities, network platform and App interacting with shopping. (2) As far as organic retail stores for service innovation is concerned, firm’s organic product awareness consists of the definition of health products and fair trade between farmers. Both of them are the new service concepts. (3) As far as organic retail stores for service innovation is concerned, the firm may use both formal and informal organization. If firms do not acquire entrepreneurship orientation, new service development would not be accomplished. (4) As far as organic retail stores for service innovation is concerned, the firm will actively acquire both of technical knowledge and market knowledge. Especially stores pay attention to the views of frontline staff and customer feedback. Finally, this study draws some recommendations for both practitioners and follow-up researchers.

臺灣的連鎖式便利商店密度居世界之冠，為數眾多的門市使得便利商店與臺灣人 民的生活息息相關，就直覺來說，便利商店門市的數量也影響了廠商設立新門市 的決策。本研究建構了一離散選擇的動態賽局，分析臺北市各個行政區便利商店 門市數量對不同廠商設立新門市的影響。實證結果顯示當競爭對手門市數量剛開 始增加時，門市數量對便利商店的利潤有正向的影響，但是當對手門市數量太多 時，此數量的增加對便利商店的利潤產生負向影響。這結果表示一開始門市之間 的互補效果大於替代效果，但是門市數量太多造成過度競爭，此時門市之間的替 代效果大於互補效果。而同品牌的門市數量對於廠商的總利潤也有類似的影響。 另外，本研究也估計便利商店歷年來在臺北市各行政區展店的機率，其中大安區 和中山區是便利商店廠商最想展店的行政區，相對而言，南港區、大同區和萬華 區則是展店機率較低的行政區。 / The density of convenience stores (CVS) in Taiwan is ranked as number one in the world. The highly concentrated market of convenience stores has dramatically changed the lifestyle of Taiwanese people. The number of existing outlets in a region is also an important factor in regard to the entry decisions of new outlets. In this study, we construct a model of the dynamic discrete game, and examine the influence of the rival outlet number on CVS entry decisions in Taipei, Taiwan. The empirical evidence we find is that the CVS profits first rise and then decline as the own or rival outlet number increases. This result implies that the complement and substitution effects vary with the number of the CVS outlets in a specific region. Furthermore, we estimate the probabilities that the CVS companies will set up additional outlets in any district of Taipei during the data period. The results show that it is most likely for the companies to enter the Da’an and Zhongshan districts, while Nangang, Datong and Wanhua are districts with low entry probabilities.