本研究係提出一個能夠讓企業經營的購物網站值得消費者信任之管理模式，以期幫助業者在提昇網站信任方面，有具體的目標和施力點。該模式包括兩個主要的部分：(1)網站值得信任的構成因素和(2)促成網站值得信任的管理措施。有關前者部分，本研究建構網站信任的架構和各因素重要性的排序，並轉成量表和對量表的驗證。後者在探討促成業者建立網站信任的顯著影響因素，以及業者和消費者在此方面表現的認知差距之分析。此外本研究也實際將量表分別應用在網站信任對個人資訊揭露意願的影響，和購物經驗對網站信任之影響的驗證。 在研究的流程上，首先以消費者為導向，探討網站值得信任的架構和重要組成。接著由業者評量自己的網站在此方面的表現，同時也指出影響該表現的各因素之強烈程度。然後，再回到消費者本身，進一步逐一評量該網站的實際情況，以作為本研究探討業者與消費者之間認知落差的情形。 本研究結果指出，網站值得消費者信任的主要因素可分為能力、正直和關係三個維度，十三個總指標，和五十三個細目指標。對業者的實證結果顯示，會顯著地促成網站業者在「網站信任」有較佳表現的因素，並不是感知的利益或感知的外在壓力，而是該網站是否一切準備就緒，尤其是在教育訓練與管理結構的支持、資訊科技資源、以及線上認證的配合等方面。另外，商業經營模式也是促成的重要因素，尤其是業者對網站的重要程度越高，又懂得虛擬社群的經營，那麼將更助於網站信任的展現。 在本研究中並指出線上業者和消費者在認知上落差之所在和其主要原因。為有效管理網站和促使網站值得信任，業者需真正地以消費者為導向，建立和妥善運用所需的資源和能力(如：教育訓練和管理結構的支持、資訊科技資源)，以提升消費者的信任。 此外，本研究確認了網站信任對提供個人資訊意願的正向影響，以及線上購物經驗對網站信任的助益。最後，本研究並對各階段成果說明策略意涵，也結合顧客關係管理觀念，提供業者信任管理的參考模式和網站信任的自我檢核參考表，期望有助於業者對網站信任，有較綜合性的瞭解和經營上的幫助。 / This paper presents an EC-trust management model based on a series of empirical studies, in order to help website managers to develop or enhance their website trustworthiness. This model consists of (1) the website trust/trustworthiness structure and its components, and (2) the managerial measures to support the development or enhancement of the trustworthiness. The latter also includes (1) the organizational readiness and business model for the trustworthiness, (2) the gap analysis that helps finding out the differences in the trustworthiness perceptions between website managers and consumers, and (3) the potential trust accumulation via the continuously better online experiences. The paper conducts a four-phase research. At first, the website trustworthiness structure and its evaluation form are constructed and validated. Then, out of 476 shopping websites, 100 managers use the form to evaluate their website trustworthiness, and also fill in the questionnaire that measures their perceptions of the factors (e.g. organizational readiness and business model) influencing their website trustworthiness performances. In the third phase, 128 consumers are asked to use the same form to perceive and evaluate those websites’ trustworthiness performance, in order to measure the correlations and the gaps between the managers’ and consumers’ perceptions. Besides, the effect of trust on the willingness of personal information disclosure is also tested in this phase. Finally, in the fourth phase, this research adopts a multiple case study strategy to find out the reasons for the significant gaps identified in the third phase, and, practically, works with a case company to find out the effect of the online-shopping experience on trust in the website. The result shows that the website trustworthiness involves three latent factors (i.e., competence, integrity, and relation), which consist of 13 elements, and a total of 53 detailed items. The website trust/trustworthiness performance is significantly affected by their website readiness (i.e., E & T and managerial structure, IT resources, financial resources, and seal-program preparation), the perceived website importance, as well as the perceived community importance. Meanwhile, the results also show that the gaps of perceptions between website managers and consumers do exist. Therefore, to effectively enhance their website trustworthiness, they should be really consumer-oriented and improve their performance according to the gap analysis. Besides, there are another two exciting findings in this paper. The effect of trust on the willingness of personal-information disclosure is validated. The significant effect of shopping experiences on trust suggests that the website managers should promote customers’ online experiences to enhance their trust in the websites.

隨著日益都市化生活的演進中，便利商店已和我們的生活息息相關且成為不可或缺的消費場所。以目前台灣地區六千餘家的便利商店中，大約裝設了超過三千台自動提款機(ATM)。其中光是中國信託商業銀行和統一超商7-11聯盟，就已經在其便利商店裝設超過二千台ATM。但是這些機器所提供給消費者的功能，似乎和一般裝設在銀行分行端的ATM沒有太大的差別，客戶也感受不到任何差異化的服務，明顯的表現就是機器的使用率偏低。若是長期以往，勢必無法引起消費者的青睞，甚至沉重的營運成本也將造成金融機構的財務負擔。 以日本為例，其為全世界每百萬人口ATM機器數量最高者，也是全球ATM裝設數量第二大的國家。自1999年開始，日本在零售通路ATM上，小自內容供應 (Content Provide)，大到異業結盟 (Joint Venture) 等，都有關鍵性的創新經營和策略模式。在內容供應上，日本銀行業者與內容供應商 (Content Providers) 合作，在ATM上提供民生消費及流行資訊等零售市場小額售價服務，真正做到於超商據點中提供消費者零售金融 (Retail Banking) 的服務；而在經營策略上，為了降低營運成本負擔及提高資產使用效率原則，其金融機構逐漸發展出異業結盟和專業委外的經營型態 (Business Model) 的概念，捨棄以往自行擁有 (Exclusive Ownership) 轉而成為向專業ATM經營公司租賃， 一則增加資產使用率、降低營運成本 ，另一方面藉由專業資訊管理機制所發展出來科技整合，加強金融服務和零售通路的優勢結合，增加客戶使用的方便性，也進一步擴大對消費者的服務範圍，達到雙贏的結果。 本篇研究以日本超商ATM現況為對象，並參考其發展模式，加入台灣經營環境及消費習慣，提出經營策略方案，讓國內銀行業者從財務和科技發展角度看ATM在零售市場通路的佈局。

隨著網路普及而興起， MP3音樂檔案格式在1999年入選美國時代雜誌TIME 所公佈十大最佳網路科技。而MP3這項殺手級科技（Killer Application）更強力促進了線上音樂的盛行，尤其是自蘋果電腦聯合五大唱片商合作誕生出iTunes這種革命性的音樂經營模式出現後，合法授權線上音樂這塊市場更是呈現出爆發性的快速成長局面。 反觀台灣本地合法授權的線上音樂市場是呈現出滯留不前的局面。因這幾年唱片盜版問題遲遲不能解決，加上經濟環境之劇烈變化，除了造成台灣唱片市場在世界排名上的滑落，更造成後來國內幾家稍具知名度的線上音樂網站接連因服務與營運上的問題出現關閉的局面。而能夠存活下來的線上音樂業者如KKBOX在經營服務上相較於歐美多重選擇的線上音樂服務與內容，仍有許多待改進之處。 本研究希望嘗試探究現在既有的線上音樂網路商店之經營模式，分析各大業者在經營模式上的優缺，再針對台灣的特殊市場情況加以討論。期望本研究在最後所提出的經營策略建議能減低盜版市場的猖獗，為台灣合法線上音樂帶來經營新氣象，促進線上音樂產業蓬勃發展。

建構優質的電子化政府，首要條件是提供民眾整合型一站式服務的入口網站，達成一站式服務，除共用基礎設施服務外，應具備介接整合各機關資訊與線上服務的能力。過往政府推動電子化政府，雖然已獲得相當成就，但各機關資訊系統整合程度不足，多數服務尚無法提供跨機關主動服務，本研究是藉由文獻的蒐集與研究，並以創新的思維，提出政府主動服務的經營模式，並採個案研究方法，驗證所提出之模式的可行性，因此，在研究方法上，將著重現實現象的整理與未來環境、機制的設計，即採行從當前環境到期望環境藍圖(From AS-IS to TO-BE)策略分析的研究模式。 本研究結果發現：1.各國政府以實現「全政府」作為主要策略，顯示推動資訊系統整合仍為主要工作。2.藉由Web2.0 使用戶間強大連結力，企業可以快速產生新的商業模式，提升企業網站的知名度與使用度。3.本研究提出改變電子化政府服務型態的三要素，資訊代理人、以家戶為主體、為顧客提供Web2.0平台。4. 本研究將網站的服務分為九種型態，提供網站服務轉型參考。5.本研究提出以CRM建構前瞻性主動服務的理念，整合內部資訊與顧客喜好，主動提供顧客服務。 政府Myegov入口網與民眾e管家，本研究提出主動服務的改造建議有：1.Myegov入口網應提供元件共享、資訊透過RSS互通。2.提供跨機關主題式服務、提供民眾可自行訂製、設計自己符合自己需要的e政府管家。3.以「家」為主體的理念，引導政府透過政府共享式服務平台，主動整合後台資訊系統。4.運用資料倉儲系統，建立市民關係管理共享式資料庫，提供民眾前瞻性主動服務。 / In order to construct a high-quality e-government, an integrated one-stop-shop service portal must be provided to the general public. In addition to sharing the services of IT infrastructure, to achieve the integrated one-stop service is also necessary to provide interfaces for all departments so that their information and services can be integrated. In the past, the government has reached many achievements in transforming many of the governmental related processes electronically. However, the integrated information system between different levels and/or ministries is not enough to provide the general public certain interdepartmental services actively. It is the hope of this research to discover an efficient strategy to push for better proactive e-government service model and to provide such strategy to the government for further reference. According to this research is hoping to use innovative thinking to come up the proactive e-government service model based on the collection and research of various documents and literature. This study will also use related e-government research cases for feasibility study on the model proposed. As such, this research stressed on current condition and future context, the design of mechanism, employing in “As-Is to To-Be” strategic analysis research model. This result of study is found: 1.The governments of various countries promote the e-government's main strategy as the future service was still realizing on the information-intensive society of “the whole government”. It shows that various countries are pushing the work on information system integration. 2. Web2.0 is not only a new information technology, but the mechanism that enterprises are used for interacting with end user and offer the space to user by sharing information at the same time. According to leverage the linkage through powerful strength on Web2.0 service use, enterprises can produce the new business model timely and improving enterprise website’s popularity and utilized degree. 3. To create the innovative e-government service, this research proposed three key elements to change government's service type and performance measurement, including “the information agent”, “relies mainly on family one”, “offers Web2.0 service platform to customer”. 4. This research based on web information providing method and service attribute to defined the nine kinds of service model to transforming the portal service as proactive service type. 5. The research proposed and constructed the “customer first” proactive service theory and integrated the customer relevant information and favor internally to providing many of services proactively. Moreover, based on Myegov portal and e-housekeeper, the research proposed active service transformation items are: 1. Myegov portal should provide Portlet-based shared components, RSS subscribing and exchanging service. 2. Offering the topic type’s Blog service by cross departments; offering general public to define, design their own custom e-housekeeper services through e-government. 3. According to “the family” theme’s concept, government should provide the integrated back-end IT system through the shared service platform actively. 4. Use the data warehouse system to gather the department and people relevant information, and build up the shared database on customer relationship management system to provide the “customer first” proactive service.

貿易向來為台灣經濟發展之重心，但近年來由於全球貿易自由化、台灣加入WTO、及科技進步帶來之資訊透明化及大陸市場之開放，在在威脅到貿易商之生存空間。在面對這些挑戰與威脅時，貿易商要如何創新經營模式，提升在交易中的附加價值，增強自我優勢，已成為現在重要議題之一。 本研究之主要研究對象為台灣中小型貿易商，並以Hamel經營模式為基礎，分析早期之貿易商經營模式，並歸結出其所面臨之挑戰與困境，進一步瞭解與探討未來貿易商唯有創新經營模式，轉型成為附加價值極大之服務提供者，才能永續經營，並以一成功個案來佐證本研究之主要論點。 因此，本研究以Hamel經營模式四構面歸納出：重新定位企業之核心策略、強化企業之策略性資產、鞏固既有顧客介面並適度拓展市場商機、在價值網絡中增加附加價值，才能使貿易商在艱困的環境中持續經營，並再造台灣貿易業之另一奇蹟。 / Trading companies are playing important roles in economical development in Taiwan. Because of liberalization of trade, advancement of technology, and many changes of internal and external economical construction, these factors made trading companies in Taiwan face more difficult environment recently. The most important issue for the trading companies in Taiwan is how to transform into the value-added service provider, innovate their business model and strengthen their competitive advantage. The research focuses on the small trading companies in Taiwan and is based on the theory of Hamel business model. We are trying to analyze early business models which were adopted by trading companies and find their challenges and difficulties. We conclude that the only way that trading companies can sustain in the difficult environment is to adopt innovative business models and transform into the value-added service provider. In the end of this research, we use one successful innovative business model case study to support the main argument. From the four dimension of Hamel business, we conclude that trading companies should reposition the core strategies, strengthen the strategic resources, maintain old customers and expand new markets and add value into the value network. In this way, trading companies can operate their business successfully and create other miracle of trading industry in Taiwan.

儀器產業在台灣的發展雖已有60年的歷程，但產業經營模式與發展策略相關之研究有限。為探討儀器產業的發展、經營模式與成長策略的關係，本研究首先對儀器產業中四個個案公司，以價值鍊為基礎分析儀器製造/系統整合商、與代理通路兩類的經營模式，整理個案經理人經營經驗與策略思維與儀器產業分析，歸納儀器製造與系統整合商經營成功因素為：在產品線方面–尋求技術合作開發市場性、產業關聯性與民生性之產品，關聯性產品開發以發揮產品與市場行銷綜效；在價值活動–產品品牌 、生產製造、品質控制…等流程鑑別與追溯，模組化產品設計開發平台，專業的售後服務體系；在顧客與市場方面–市場需求掌握以及新產品設計開發的能力。儀器代理通路商的經營成功因素為：在產品線–良好的供應商關係與穩固的代理權，關聯性的產品線代理開發以發揮產品與市場行銷的綜效；在價值活動上–良好的銷售網路、組織行銷能力、客戶關係經營；在顧客與市場–掌握市場趨勢開發新產品線代理機會；以及有效運用與整合內部與外部資源。 其次，在探討儀器廠商經營模式與成長策略發展的關係上，經由對個案經理人的訪談、成長策略的思維邏輯、與成長策略的呈現，歸納出儀器通路代理商的成長模式以尋找外部資源的外部成長模式；而儀器製造與系統整合商以由內部資源投入為基礎，強化或發展其價值活動的內部成長模式為主。 最後，在資源建立與策略形成的關係探討，以Grant(1991)的資源基礎觀點–策略分析架構，結合Porter(1985)的價值鏈分析，對個案在此二者間思考的邏輯與資源運用、以至達到策略形成間的聯結關係進行探討。經由個案公司實務的驗證，儀器經營業者除利用產業興起的有利外在環境成長外，也根據自身擁有的資源、以及依此資源所建立具有競爭優勢的價值活動而發展出成長策略的思考邏輯，符合資源基礎理論所述由內向外做策略規劃的思考邏輯。

軟體服務產業，由於內在條件與外部環境等因素長期以來經營不易，在此經濟前景不明，綠色環保意識抬頭及自由軟體呼聲日益高漲的時代，軟體服務業者是否能以元件化軟體服務，開拓出有別於以往的全新經營模式，是個值得深入研究之方向。 政府機關由於組織性質雷同，服務範圍廣大，應用系統繁多，各系統間常有資料共建共享之需求（如各系統須使用人事資訊系統），也有性質非常相近之服務系統(例如網站資訊服務系統、線上申辦服務系統、行政資訊服務系統或員工入口網)，但對於這些性質雷同之服務系統，是否能經由元件化軟體服務之導入與運用，在保證軟體可靠性、穩定性和系統效能的前提下，如何提高軟體開發效率、縮短開發週期、降低開發成本、提高軟體的可維護性、快速高效地適應需求變化、降低運轉維護成本等，是應用軟體服務廠商競爭力的主要表現，也是導入元件化軟體服務最大的目的。 本研究利用個案分析法，搜集個案內之相關資料進行分析與探討，分別從政府機關組織之特性與提供之服務需求面向，資訊軟體產業面臨之問題等面向進行研究，並運用策略形態分析法的思考程序，進而歸納出元件化軟體服務之解決方案，並就元件化軟體服務的優缺點進行剖析，分析出其整體之成本效益。 期望藉由本研究之結論拋磚引玉，激發起政府機關相關決策長官及資訊軟體服務業者的思維，如何從國家整體產業進步觀點去思考與規劃，快速穩健地導入真正符合民眾期望之資訊服務系統，又能樽節成本，避免不必要之資源重複投入，如此方能促進國家與資訊軟體服務產業之雙贏局面。 關鍵字：元件化軟體、SOA、Web service、軟體服務、經營模式 / The IT software services industry is facing difficult long-term operating conditions due to internal factors and an external environment beset by economic uncertainty and instability, greater awareness of environmental concerns, and a sharp rise in the growth of independently-developed software. Whether or not the software services industry can use service oriented architecture (SOA) software componentization to create an entirely new business model, is a valuable topic that merits in-depth research. Government institutions, like other organizations, are offering an increasing amount of services and use multiple software applications. These applications usually require shared database and common interface capabilities (e.g. various entities require access to a centralized personnel information system) and similar service structures such as web services, e-application services, online administrative information service systems, and employee portal access. Software componentization is a potential solution for applications requiring well-defined interfaces. With system reliability and stability as prerequisites, the main goals of application service providers and componentization software services developers are the same: to increase software efficiency, shorten development cycles & reduce costs, improve software maintainability, be highly responsive to changes, and flexible and lower maintenance turnaround costs. This research applies case study methodology to collect and group relevant information for analysis and discussion. Topics to be discussed include: software-specific needs of government institutions, issues faced by software developers, the application of strategic posture analysis to compose a set of componentization software services solutions, examination of its advantages and disadvantages, and an overall breakdown of its cost effectiveness. Research conclusions are expected to stimulate further research in future studies and encourage decision-makers in government and the software services industry to consider how the industry can progress to a point where it is stable enough to fulfill the expectations of the public, control costs, and avoid unnecessary resource overlaps, thus promoting a win-win situation for government and the IT software services industry. Keywords: componentized software, SOA, web services, software services, business model

日本是世界上屈指可數的長壽國，面對快速老化、少子化與人口減少的國家。日本政府為解決急速高齡化趨勢下所衍生之老人長期照護問題而推動居家照護的政策。 結果日本的老人公寓產業急速成長，但有些企業成功，有些企業失敗。 下列是本研究的目的： 瞭解現代日本老人公寓企業的商業模式如何創造高齡者的價值。 分析產業環境因素如何影響企業的經營。 企業的資源如何建立它的競爭優勢。 / The aging of Japan outweighs all other nations, as the country is purported to have the highest proportion of elderly citizens resulting from increase of life expectancy due to improvements in medicines and nutrition coinciding with rapid population growth after the World War II. The growing share of elderly people coinciding with changes of family structure and function, people’s lifestyle, fertility rate, and economic as well as sociocultural factors have resulted in a sharp decrease of the traditional three generation households in the last few decades. Nation’s rapid declines in mortality and fertility result in increasing public expenditure for public social welfare while decreasing tax revenue paid by working population. As a result, Japanese social welfare system needs to be restructured, and some social welfare programs need to be outsourced to external business entities to correspond to the nation’s super aging society. In the past, Japanese institutional long-term care facilities largely served for either low-income class people or upper-income class people, and majority number of middle-income class elderly citizens had stayed at home and received family’s living supports. However, large number of today’s and future Japanese middle-income class elderly people are required to live on their own as a result of complex sociocultural factors, such as decrease number of family care taker and changing attitude toward taking care of older parents. Besides, elderly abuse problem, forced healthcare treatments, socially abandoned elderly, and fraud and dispute by elderly care service providers have been major social problems in long-term care service business industry. In order to solve the stated problems, Japanese government restructured law and regulation standard for elderly housing business served mainly for middle-income class aged-citizens in 2011. In order to seize a great investment opportunity and public subsidies to operate business, numerous business entities from numerous types of industry have entered into the elderly housing industry. In a short period of time since new system started, some companies gained success, while others faced problems and left the industry. This study analyzes the industry’s problems and characteristics as well as four case companies from the perspectives of business management theory. In this study, industry analysis model is based on Michael Porter’s five forces model, and case companies are analyzed using Alex Osterwalder’s business canvas model as well as Michael Porter’s SWOT analysis. Based on the study, it is found that delivering right values to target customer groups and building key partnerships with local businesses are especially important factors to make company’s business model more effective for today’s Japanese elderly housing business. Unlike institutional care services provided for socially vulnerable groups in the past, the customer groups of elderly housing are middle-income class and have different demands toward residential services. Moreover, threat of new entrants of this industry becomes higher and industry competition is expected to be growing continuously. Besides, developing unique living support services and preventive care services can be major revenue streams of business as well as a strong competitive advantage over others. Therefore, developing services from customer’s perspective and making a long-lasting relationship become more important to operate residential service business for the elderly in today’s changing Japanese elderly customer’s demands and industry environment.

本研究提出「紐約當代藝術家經營模式」的研究架構，其後進行個案研究，觀察蔡國強與村上隆兩位國際級的當代藝術家的創作內涵與經營事蹟，使讀者與後續研究者能夠有系統地解讀其藝術事業的具體結構。 / This study first proposes the research framework of " Business Model of New York contemporary artists ", then does a case study on two world-class contemporary artists, Cai Guo Qiang and Takashi Murakami, and observe their creation and business in order that the readers and future researchers can interpret the concrete structure of their artistic business in a systematic manner.

我國施行健保IC卡建置計畫至今已近十年，這段時間中，IC智慧卡之各種技術與應用蓬勃發展，在醫療、金融、交通等應用領域都已有長足進步。除健保卡外，舉凡悠遊卡、金融卡、門禁卡、學生證等，IC智慧卡的應用比比皆是，客觀環境有利於健保IC卡之功能再作提升。 　　本研究以文獻探討及專家訪談的方式，研究整合過程中可能面臨的各種技術、整合方式、未來運作模式與可能遭遇之困難，以及相關的因應措施，作為未來產業界之合作基礎。 　　研究期間共訪談學界與業界人士八次、訪談行政單位五次，並舉辦專家業者焦點座談會一場。從醫療、金融、交通及其他服務等角度，分析目前健保卡尚需改善或新增之功能；也探討發展健保IC卡多功能用途，在晶片卡之規格、介面及儲位規劃等關鍵成功因素。 　　而在可能營運方案上，健保IC卡多功能用途的實施將對社會帶來極大影響，本研究以現行法令之鬆綁與否區分為短期建議及長期建議，短期內可能之營運方案有：(1)健保局獨立運作發卡(2)健保局與相關單位成立聯合發卡小組以及(3)由健保局訂定卡片標準格式與儲位空間，由各發卡公司預留空間提供使用者至健保局寫入健保相關資料；倘在未來修法後，健保卡可在健保局核可情況下委由他人發行，那麼(4)訂定需求規範以標案方式委託外包廠商營運及(5)訂定標準後由各發卡單位申請核准後營運，此兩種方案亦可納入考量。 　　預期效益除多卡合一、方便攜帶外，IC智慧卡結合憑證帶來的高安全性與保密性也能降低卡片盜刷、資料外洩等情事發生。若有更多的公民營企業願意將現有各自獨立發放的卡片整合進來，對後台系統的整合將有革命性的進步，電子憑證的功能也將對系統安全的提升帶來極大幫助，多功能卡的高發行量也將為合作對象帶來商機，達成政府、產業界與民眾多贏的局面。