社群媒體伴隨行動載具的交互應用而蓬勃發展，傳統從網站首頁進入瀏覽或搜尋內容的使用經驗面臨嚴峻挑戰。越來越多網路使用者選擇直接在社群媒體訂閱、接收、和分享資訊，迫使內容傳遞或出版者必須通過經營社群渠道 ( 粉絲專頁 Fans Page ) 來為自身的平台贏得更多曝光與流量。 網絡的集體創作與分享特性，形塑了數位溝通的新樣貌。有別於傳統的高度組織化且單向遞輸內容的模式，社群渠道更注重與使用者之間扁平而多方的互動關係。藉由不同形式的語意語彙、視覺溝通、議題反饋、與時機頻率等交互操作，來提升使用者的參與 ( Engagement ) 和到達率 ( Reach )，對多數網路平台或品牌經營者而言，仍是高度重要之課題。 基於上述社群媒體經營的架構背景，本研究的重點項目，在於如何針對社群網站上的內容管理開發與優化互動成效，透過實際案例剖析與研究支持，尋求資訊傳遞與使用行為經驗之間存在滿足彼此需求的影響因子。 研究最終發現，在貼文形式與內容類別的變因下，對整體觸及和參與表現均有相當程度的影響，同時導致使用者的互動行為產生差異化。希冀本研究能對社群經營者勾勒出更明確的內容開發型態策略，進一步提升使用者的黏著度，並擴大傳播效益與廣度。

隨著web2.0的時代到來，很多基於互聯網的產品也發展迅速。分享性視頻網站YouTube誕生之後，中國大陸也開始了網絡視頻的發展。然而視頻網站在2006-2007年爆發式出現之後，又相繼沒落，真正能夠留下來並且流量大幅成長、甚至盈利的網站並不多。本研究以先進者樂視網，後進者優酷網為研究個案，以策略行銷4C架構來分析作為中國大陸視頻網站的先進者和後進者建立了哪方面的優勢從而在市場中立足，並且這些優勢是通過什麼樣的策略建立起來並可以支撐網站成為其核心競爭優勢。最終，本研究通過分析先進者樂視網和後進者優酷網兩家成功企業所建立的交換成本找到了其建立的核心優勢，並給出了視頻網站成立之後的實務建議。 / With the advent of web2.0, many Internet-based products are growing rapidly. After the birth of the sharing of video sites YouTube, mainland China also began the development of online video site. However, only few video sites can survive in the competitive market and grow successfully. This study examines the competitive advantage of the first mover, Letv and the late mover, Youku, based on the 4C framework. It also explore what kinds of strategies that the two video sites deploy to develop their core competitive advantages. In the end, the study finds the core advantage of the establishment of the two companies by analyzing the exchange cost established, and gives the practical suggestions after the establishment of the video website.

隨著資訊時代的來臨，網際網路用戶數的急速成長，客戶資料大量湧入的結果造成了企業回應客戶的困難；此外，入口網站的日漸普及與市場新利基的建立，使得上網者對專業化網站的需求提高；而配合新行銷時代的來臨，新科技行銷已從以往的大眾行銷走向一對一的個人化行銷。在這樣的背景與動機驅動下，近年來資料倉儲技術的興起，在這個講求競爭及速度的時代，提供了一套真正能創造企業優勢的方法，資料倉儲與客戶關係管理也逐漸成為企業發展與競爭不可或缺之工具。 　本研究乃是利用資料倉儲等相關技術，期望能達到網路市場區隔之目的，進而提供行銷相關之建議。因此，研究中定義了入口網站之會員特性分析模式，從中發掘出會員特性模式之分析結果，再配合入口網站功能階段分類表的服務內容，與研究中所訂之行銷模式，修改並制訂最後行銷策略上之參考建議。 　目前國內在資料挖掘上之相關研究，乃以金融、銀行、保險等領域的應用較多，對於入口網站此領域的應用尚無相關研究出現。另外，在網際網路發達，且入口網站百家爭鳴的背景之下，如何提高會員註冊率，與如何保留住已註冊的會員，是網站經營者所需考量的兩個重要課題。有鑑於此，本研究期望帶給網路業者一個新的思考方向與啟發，也試著將資料挖掘的技術帶入網際網路的應用領域，由網站會員特性的初步分析開始，做一簡單之示範。 / With the approach of informational era, the Internet users grow rapidly and the mass production of customers' data results in the difficulty of the response from industries to customers. Moreover, the widespread use of portal sites and the establishment of new market opportunity let the Internet users raise their demand to specialized websites. Because of the coming of new selling era, the selling of new science and technology has changed from the former mass selling to one-to one individual selling. Under the drive of this kind of background and motive, Data Mining technology rises and develops recently. In the era that emphasizes competition and speed, we provide a method that creates the superiority of industries. Data Warehouse and Customer Relationship Management (CRM) is becoming the essential tool for the development and competition of the industries. 　This research uses some technologies related to Data Warehouse in order to segment the Internet market, and provide the related selling suggestions. Therefore, the research defines the analytic model of characteristics of members of portal sites, discovers the analytic results, and then to cooperate with the services mentioned in the classified table of functions/stages of the portal site and the selling model made in the research, and then modifies and makes the final suggestions on selling tactics. At present, the internal researches about Data Mining are usually applied in the domains of finance, banking, and insurance, not in the domain of the portal sites. Besides, in the situation of prosperous Internet and competition of portal sites, how to raise the register rate of members and how to keep the registered members are the two important topics considered by website managers. Consequently, this research hopes to bring not only a new direction and inspiration to managers, but also a new applied domain, Internet, for Data Mining. This research will begin with a simple example that analyzes the characteristics of a Portal Sit's Members and the Making of Selling Tactics.

處在變化快速的網路環境中，入口網站如何建立起專屬的會員制度，以期行銷人員能在大量的會員資料庫中找出有用的資訊，掌握會員的網路行為模式、實現個人化之服務、有效區隔市場及瞭解不同會員之網路行為模式等，進而以制定適當之行銷策略而達成結合實體行銷之目標。而資料挖掘的技術能在資料量龐大的會員交易資料庫中，利用會員的基本資料與交易資料衍生建立相關的評估指標，以評估會員的特質、需求模型、消費特徵、建立市場區隔的行銷策略等，行銷人員藉此可採用不同的宣傳方式與促銷策略，以達最佳的獲利結果。 本研究以國內某入口網站真實之會員基本資料及入口網站之商品：BBS頻道與財經頻道的資料檔，做為會員網路行為模式之資料分析的基礎。本研究利用資料挖掘的技術，找出入口網站的會員與商品之分群特徵，並發掘會員在兩頻道間的網路行為的關聯規則。另一方面，本研究利用關聯規則演算法，考量實際在發掘關聯規則分析所碰到的問題，實作出一套操作流程式較為簡便的關聯規則分析程式。本研究提供不同的關聯規則分析角度，以考量會員購買商品項目組合的關聯規則，進而支援決策者制定相關商品的促銷決策，以提高銷售量。 / In the rapid-changing network environment, how do Portal Sites establish exclusive membership mechanism in order to filter useful information out of their own database, master the network behavior models of their members, realize personalized services, and effectively segment and understand different network behavior models of all members? However, data mining can use the basic members' information and transaction data to produce the associated evaluation indicator during the high volume transaction database in order to evaluate the customers’ traits, demand models, consuming characteristics, and establish the marketing strategy of segmenting target market. As a result, we can adopt different advertising types and promotion strategies to achieve the best profitable goals. The research is based on the real data of members and the merchandise of some website in Taiwan. (i.e. using data files of BBS channel and financial channel as the fundamental analysis data of network behavior models). Per using the data mining techniques, we can not only find out the characteristics of the members of portal sites and the clustering of merchandises, but unearth the association rules of network behavior of the two kinds of channels. On the other hand, this research, according to the association-ruled calculation method, is considering the practical problems when excavating association-ruled analysis methodology and producing a much simpler association-ruled analysis program. By providing the list of best buyers, the association-ruled analysis program will consider the association rule of members’ buying component and for further step, support the decision-maker to institute the related promotion strategy in order to raise the sales volume.

本研究主要在探討在消費者不同訊息處理途徑（中央路徑/周圍路徑）之下，網站之設計架構、訊息呈現次序與價格促銷廣告之出現時機對於消費者之喜好程度與評價的影響。 在ELM之模式下，網站之設計架構、訊息呈現次序與價格促銷廣告之出現時機，可以視為是周圍線索。當消費者具有相關知識且在高度涉入之情況下，會採取中央路徑，故此類周圍線索並不會影響消費者之喜好程度以及評價。但是當消費者缺乏能力（相關知識較低）或是沒有高度涉入的情況下，此時消費者會採取周圍路徑處理訊息，此時此類周圍線索便會對消費者產生影響。 透過在網路上進行實證研究發現，對周圍路徑消費者而言，階層式網站設計所得到的消費者喜好程度與評價都較高，且價格促銷廣告先呈現所得到的喜好程度與評價也高於價格促銷廣告後呈現者。而對於中央路徑消費者而言，網站設計架構、訊息呈現時機與價格促銷廣告出現時機對於其喜好程度與評價並無影響。 本研究之結果，對於企業在網路上針對消費者進行電子商務時，可以作為在架構網站、設計訊息內容與呈現方式時之參考，對於利用電腦、網際網路之功能以達成大量客製化（mass customization）的行銷也有相當助益。企業可以依此針對個別消費者提供適當的架構、訊息，以提高消費者之喜好、評價，進而增進其購買意願。

In this article, the author is trying (1) to know more about the Internet industry, theoretically and practically, (2) to know the strengths and weaknesses of Internet companies with different business models, and the criteria that can be used to tell a winner from a would-be loser, and (3) to arrive fundamental approaches that could be used or that would be suitable to the valuation of a given Internet stock. They are mainly because the law of increasing return, first mover advantage, brand name advantage and model consolidation that make the competitiveness of leading Internet companies increase continually, and make it harder and harder to survive for new entrants. The author compares different valuation models including dividend discount model, discount free cash flow method, adjusted discount free cash flow method, EVA method, P/S, P/B, P/E multiples, and other non-financial multiples such as page view multiples and unique visitor multiples. Among them, the adjusted discount free cash flow method is the most suitable model to the valuation of Yahoo! and other leading portals that already report positive earnings or can be sure to make money in the near future. Other valuation models cannot be used to the valuation of portals.

根據美國Morgan Stanley公司的研究指出，以普及5,000萬名使用者為基準，廣播、電視和有線電視分別需時38年、13年和10年，而網際網路卻只用不到5年的時間，在北美就達到5,000萬名使用者規模。可見網際網路已經成為成長最快的媒體。另一方面，全球網站的數目增加速度更是驚人，由1993年6月的130個成長到1998年11月的約352萬個網站，可見網站的經營已經成為一種Business，且將蘊藏龐大的商機，因此企業在面對網站經營的新興產業生態該掌握何種關鍵資源，便成為本研究所欲探討的主題。 本研究希望藉由美國成功的網站經營業者公司之發展過程，分析出網站經營業者在不同階段的發展過程裡關鍵資源為何、其特性為何，以及如何取得這些關鍵資源。一方面，為企業管理理論注入新的生命與內涵；另一方面，可以為網際網路這個新興產業中的網站經營業者提供從創意到生產產品，到公司成長階段所需的各項關鍵資源之具體描述以及作法，引導網站經營業者在快速的環境變化中，迅速掌握關鍵資源，以在網站經營業者中搶得先機。 本研究根據網站經營業者最主要提供之服務項目或網站業者創立時之定位將網站經營業者區分為「網路內容匯集者」以及「網路內容提供者」兩種型態，並分析網站經營業者在公司發展的不同階段中，關鍵資源為何，以及各項關鍵資源之特性和取得方式。 經由個案研究以及專家訪談，本研究經過事後的歸納、整理以及推衍，本研究得出下列之重要發現： 1. 不論何種類型之網站，在整個網站經營的過程中，都需要人才、資金、市場以及互補性產業等關鍵資源。但由於網站類型不同，這些關鍵資源需要的量以及階段將有所不同。 2. 不論何種類型之網站經營業者，提供專業、品質高、成本低、時效快的互補性產業，皆為公司發展之重要關鍵因素。 3. 不論何種類型之網站經營業者，市場的大小直接影響外界資源投入的意願以及該產業的成長速度。 4. 由於國家和文化的差異，將影響網站經營業者取得關鍵資源之方式。 5. 網站經營業者公司之發展階段與一般產業有所不同，網站經營業者早期進入障礙極低；另外，發展過程有一段non-profit之階段。 第一章 緒論 1 第一節 研究背景與動機 1 第二節 研究目的與問題 2 第三節 研究章節大要 3 第二章 文獻探討 7 第一節 網際網路網站的分類 7 第二節 公司發展階段之分類 13 第三節 公司發展階段之關鍵資源 28 第三章 網際網路簡介 55 第一節 網際網路發展史簡介 55 第二節 全球網際網路發展現況 59 一、網路發展指標介紹及定義 59 二、全球網際網路發展 62 第三節 我國網際網路發展現況 70 一、我國網際網路資訊內容發展 70 二、國內網際網路大事紀 71 第四節 網路產業發展概況 75 一、網路產業成員 75 二、網路業者演化過程 76 三、網路業者之收益來源 78 四、網路產業發展概況 78 第四章 研究方法 93 第一節 研究架構與研究變項 93 一、研究架構 93 二、研究變項 94 第二節 研究方法 96 第三節 研究個案選取與資料收集 96 第五章 個案分析 103 第一節 CNET（CNWK） 103 第二節 中時電子報 131 第三節 雅虎（YAHOO！） 152 第四節 蕃薯藤數位科技股份有限公司 180 第五節 個案分析 203 第六章 命題發展 209 第一節 網站經營業者起始階段之關鍵資源 209 第二節 網站經營業者成長階段之關鍵資源 220 第七章 結論與建議 229 第一節 命題之匯總 229 第二節 研究發現與建議 231 第三節 研究限制與後續研究建議 235 第八章 參考文獻 237 一、中文部分 237 二、英文部分 240 / Abstract A research conducted by Morgan Stanley has pointed out that it took less than five years for internet to attract more than 50 millions users. For the same user scale, it was 38 years for broadcasting, 13 years for television, and 10 years for cable television. Without no doubt, internet has been the fastest growing media in this century. In the meantime, the amount of website increased even more dramatically in the last several years. The amount of web was 130 in June 1993, and was 3.52 millions in November 1998. The start-up of website has become a new business model, and could be foresee to have a great potential in the future. The focus of this research is to examine what is key resources in managing website business in such a new industrial environment. By examining the cases of successful website companies’ development process, this research analyzes what are the key resources in different development phases, what are their characteristics, and how to attain those key resources. On the one hand, this research wish it could bring some contributions to management theory in the understanding of internet industries, on the other hand, it intends to offer some insights about the key resources in different development phases for internet business manager. Based on the industrial environment and research described above, the research topics are as follow: 1. What are the key resources of the development of the website companies in different phases? 2. What are the characteristic of these key resources? 3. How do these website companies acquire the key resources they need? According to the services the website companies have provided, and the positioning the websites were founded, this research distinguish the website companies into two categories: “internet content accumulator” and “internet content provider”. In this research two kind of websites’ key resources, their main characteristics, and ways of acquirement have been examined separately. By conducting case studies and interviews, the research found that out of the differences in business models and the contents they provide, different kind of websites require different key resources in their development process. In addition, key resources in different development phases are diverse as well. The hypotheses of the research are as follow: Hypothesis 1: In the commencing phase of website company, key human capitals the content providers (in this research, they are originally traditional media companies.) require are more diversified than that of the content accumulator. Hypothesis 1-1: In the commencing phase of website company, the key resources in human capitals the content providers require are network technology, content production, and relevant management skills. Hypothesis 1-2: In the commencing phase of website company, the key resource in human capital the content providers require is network technology. Hypothesis 2: In the commencing phase of website company, the capital investment the content providers require is higher than the content accumulator. Hypothesis 2-1: In the commencing phase of website company, the investment of venture capital which is defined as one of the complementary industries of internet industry is one of the most decisive resources for content providers. Hypothesis 2-2: In the commencing phase of website company, the capital investment is not crucial for the portal websites of content accumulator. Hypothesis 3: In the commencing phase of website company, the decisive reason for the website company to devote the market is the scale of potential market, rather than that of existing market. Hypothesis 4: In the commencing phase of website company, the maturity of complementary industries is the key resource for the success of both two kinds of website companies. Hypothesis 5: In the commencing phase of website company, the investment of venture capital which is defined as one of the complementary industries of internet industry is one of the most decisive resources for content providers. Hypothesis 6: For both kinds of website companies, the young and dynamic-oriented CEO with technological and managerial background is the key resource in the grow phase of development. Hypothesis 7: For both kinds of website companies, the ability/opportunity to acquire capital in public capital market is one of the key resources in the grow phase of development. Hypothesis 8: In the grow phase of website companies, the investment of venture capital which is defined as one of the complementary industries of internet industry is one of the most decisive resources for content accumulator, Hypothesis 9: For both kinds of website companies, the scale of existing market is the significant factor for the speedy development of website company in the grow phase of development. Hypothesis 10: For both kinds of website companies, the maturity of complementary industries is the decisive factor for the speedy development of website company in the grow phase of development. Hypothesis 10-1: For both kinds of website companies, the maturity of advertising agency which is defined as one of the complementary industries of internet industry is the key resource for the speedy development of website company in the grow phase of development. Hypothesis 10-2: For both kinds of website companies, the maturity of content, product, or service providers which are defined as the complementary industries of internet industry is the decisive factor for the speedy development of website company in the grow phase of development. Hypothesis 10-3: For both kinds of website companies, the maturity of public capital market which is defined as one of the complementary industries of internet industry is the decisive factor for the speedy development of website company in the grow phase of development. Hypothesis 10-4: In the grow phase of website companies, the investment of venture capital which is defined as one of the complementary industries of internet industry is one of the most decisive resources for content accumulator. After detailed discussions in the research, we have come to some conclusions: 1. For all kind of websites, the key resources for the start-up and development include human resource, capital investment, market, and complementary industry. But the timing and the ways and amount of using those resources are diverse. 2. For all kind of website companies, the complementary industries which are able to offer professional, high-quality, low-cost, and time-effective products or services are the decisive factors for the start-up and development of website companies. 3. For all kind of website companies, the scale of the market directly affects the incentive for external resource devotion and the speed of the industry’s grow. 4. The website companies’ ways of resources acquirement are varied between national and cultural boundary. The entrant barrier of website industry is much lower than other industries. In addition, there is a non-profit phase in the development of website industry.

Granovetter proposed that weak ties connect different sections of social networks, thus function as the channel for individuals to gain access to useful information unavailable at existing social circles. The first motivation of this study is to explore to what extent strength of ties theory explains information exchange behaviour of Taiwanese Facebook users. According to past research, Chinese rely on those with close guanxi, such as family members and close friends to satisfy individual’s needs. This leads us to ask if guanxi would also play an important role in satisfying individual’s needs for information. Thus the second motive of this study is to explore the significance of guanxi for Chinese Facebook users in selecting the counterpart for information exchange. It is hoped that the results of this investigation will contribute to social networks, guanxi, information behaviour research and social network sites users’ study, especially in Taiwan. Based the data collected via online survey, this study found that respondents tend to rely on strong ties as their primary sources of information. If their strong ties were not able to provide the information, respondents would rely on the connections of these strong ties, rather than the weak ties in their network, to find the information they needed. Thus strong ties are the key to information exchange in a social network.

近年來，網際網路發展迅速，公共關係人員利用網路媒體向利益關係人進行溝通已為必然之勢。孫秀蕙曾以2003年台灣五百大服務業之企業網站做為分析樣本，建立可供衡量的企業網站公關效果指標。奠基於此，本文將以2010年《天下雜誌》1000大企業大調查資料中的500大服務業作為研究樣本，將「企業網站公關效果評估指標」界定為「營利性組織透過網站與目標公眾進行溝通的表現程度」，用內容分析法來了解目前服務業設置網路媒體之現況，進而分析各種經營與發展的可能性；並透過個案訪談，以了解企業經營網路媒體的模式究竟為何，其操作細節又是如何。 本研究以Esrock & Leichty對企業網站內容之架構為基礎，將功能與技術指標合併，並新增互動性指標，共分為目標公眾內容、網站功能與互動性三構面，與組織性因素（產業別、員工人數、營業額、有無上市等）進行交叉研究，以了解組織性因素對於網站公關效果可能的影響。 研究發現，時間因素不影響組織性因素與網站建置之關係，但公共議題討論之發展隨時間影響有所改變。本研究推估營業額較小的企業，因其所擁有媒體資源較少，故更積極大膽運用網路媒體。而大企業在資訊發佈上考量較多，在網路策略上則較為保守。整體言，企業越來越重視網路媒體，各種內容與運用形式隨時間與科技發展更趨完善。 / With advances in technology, the terrain of public relations practices needs to be re-defined as new media bring about substantial changes in communication patterns. Based on the framework Hsiu-hui Sun had established in 2003, which attempts to measure the effectiveness of corporate website, this study used quantitative content analysis to assess current Taiwan's top 500 corporate of service industry's effectiveness of public relations on online media which are defined as the degree of performance level for corporations’ internet communication. In addition, a case study is conducted to understand the rationale and operational details of the online corporate public relations. Adopting the theoretical framework from Esrock & Leichty, this study combines the functional and technical indicators and categorizes them into three dimensions, including target audience contents, interface features, and degree of interaction. Because past research found that the size and resources of organizations were positively related to their overall performance, including the quality of public relations efforts. Therefore, in the present study we posit that target audience contents, interface features, and degree of interaction as indicators of public relations effectiveness are associated with organizational resourcefulness (i.e., factors). Findings suggest that time factor does not affect the relationship between organizational factors and the presence of website. However, time factor is relevant to the awareness of the importance of corporate social responsibility. We conclude that small business with fewer media resources tends to leverage internet media more progressively. On the contrary, big corporations are more conservative toward utilizing the Internet. To sum up, corporations nowadays take the role of the Internet media more seriously. The content and applications of the Internet become more important for business communication as time and technology evolves.

近年來，國際間政府推動資訊公開蔚為風潮，伴隨著資訊通信科技的發展，電子化政府和政府網站更普遍被各界視為一個低成本且高效率的透明化途徑。台灣的政府網站長期受到國際間高度評價，在發展中國家更是名列前茅。然而，既有的研究與調查大多數僅片面側重於政府供給面的探究，通常以化約且可標準化的指標來評鑑特定政府網站的介面資訊功能。相形之下，鮮少有關注民眾的需求認知、機關政策執行以及網站內容評估等較全面的研究成果供參。因而無法更深入地釐清政府網站、法制和政策執行績效不彰等困境與透明化治理之間的關聯。 在委託代理理論的運用之下，本研究兼顧政府治理中委託方民眾的認知以及代理方政府機關的經驗與成效。目的在於釐清網站資訊公開供給和需求的現況與問題，並更具體地檢證政府網站資訊公開對機關施政資訊揭露、績效衡量和政府課責的影響。爰此，研究者參與多項網站資訊公開相關研究，以蒐集多元化次級資料，包括：量化的網路民眾問卷調查，各級機關的跨年度問卷調查，機關網站內容評估比較，以及質性的個別訪談、焦點團體座談。藉由理論聚焦與多重研究方法的交叉檢證分析，以達研究綜效。 研究結果分為網站資訊公開對政府施政資訊揭露，施政績效衡量，以及政府課責的影響三個部分來討論。首先，相較於法制，網站資訊公開更有助於揭露政府施政資訊，特別是網站資訊公開實施過程可呈現出政府治理內、外部的多重代理關係及代理問題，甚至可緩和部分的代理問題。其次，網站資訊公開可具體地呈現並衡量施政績效，以因應傳統官僚體系內各層代理績效難以衡量的困境。但囿於目前整體制度缺乏績效誘因設計，而限制了此效益。最後，因整體資訊公開績效制度的匱乏，也使得網站資訊公開對政府課責的效益備受限制。 整體而言，本研究揭示了代理理論應用於政府治理的價值，並檢證政府資訊公開、績效和課責等三項治理要件的關聯。研究成果可彌補實務與研究的落差，並對相關文獻做出貢獻。 / In recent years, governments from around the world have adopted Freedom of Information Act to increase transparency in their governance. With advancements in information and communication technologies (ICTs), e-Government has been seen as a cost-effective and possible mean to promote openness and transparency. Taiwan’s efforts to develop e-Government services have been well-recognized; especially, have made remarkable advantages among developing countries. Nevertheless, most of the existing researches in evaluating e-Government service are based on supply-side indicators and often assess websites alone; as yet, little information is available on the demand aspect of e-Government. The paper aims to explore the potential and practice of government website information disclosure in terms of the perspective of end user and government agencies. The results show the significance of three aspects in information disclosure of Taiwanese government websites through the application of quantitative and qualitative methodology, including self-administered questionnaire, website evaluation, individual interview, and focus group interview. First, government website information disclosure benefits the revelation of government information, manifestation of multi-agent relationships in internal and external governance of government, and alleviation of partial ageny problems. Second, government website information disclosure enhances revealing and measuring the performance of government agencies; nevertheless, in which the effectiveness is limited due to the absence of institutional incentives. Third, under the circumstances of unsound institution, the effectiveness of accountability has difficulties to be thoroughly realized through government website information disclosure. In sum, the finding contributes to a valuable reference for other countries in implementing information transparency of e-Government, and has significant implications for policy makers, government agencies, and system designers.