Amazon於2007年推出了電子書專用閱讀器Kindle後，帶動了全球數位閱讀之風潮，與電子書產業的蓬勃發展。然而，隨著電子書產業發展至今，數位內容與電子書專用閱讀器分別面臨著各自的挑戰：數位內容具有高開發成本及近乎零元的再製成本之特性，使其可輕易地流通於網路空間中，而著作權人則不易從中獲得應得的版權收益；硬體部分，電子書專用閱讀器面臨平板電腦與智慧型手機的夾殺，導致其於銷售市場上較不如前兩者受消費者青睞。面對如此困境，電子書產業鏈上各角色之廠商該如何應對，並極大化收益。 本研究認為免費之商業模式將是可行辦法之一。係此，本研究透過分析「零元手機」以及「iPod」兩個不同類型的個案，找尋出各自於市場上如何以免費商業模式獲取成功之因素，並探討其於電子書產業中得否亦可以發揮效果，且該免費商業模式為何。 研究顯示，硬體為主要獲利來源，而免費提供數位內容之模式並無法成功運行於電子書產業，主因為硬體本身毛利並不足以補貼數位內容的虧損，且硬體與數位內容兩者之間互補性不強；反之，透過銷售數位內容獲利，而以免費電子書專用閱讀器以吸引消費者，盡而快速累積使用群體，此為較可行之免費商業模式。研究並指出，教育與商用市場將是未來電子書產業廠商可積極佈局之利基市場。 / After Amazon launched Kindle in 2007, digital reading became the spotlight of the world and the eBook industry has been growing vigorously. However, digital content and e-readers are facing their own challenge respectively: high development cost but low duplicating cost. It is easy to copy the files on the internet, but it is difficult for the copyright owners to retrieve the deserved profit; as for the hardware, e-reader is facing the keen competition of tablets and smart phones and is no longer attractive to customers on the market. Under these challenging circumstances, how can each entity on the supply chain of E-book industry react and maximize their profits? This research assumes that free business model would be one of the possible solutions. In this research, “iPod” and “Zero-Price Handset” are selected as two different types of case study. This research tries to figure out what the key successful factors are in these two cases and discusses how these factors can fit in the eBook industry and the possibility of creating success or achieving their goal. If the answer is positive, then what the business model would be? This research shows that “Free digital content, Hardware sales as profit source” model cannot work in eBook industry. The main reason would be that the net profit of hardware cannot compensate the shortage of free digital content. On the other hand, the net profit of selling digital content would definitely compensate the shortage of free hardware, because the sales of digital content are continuous instead of one-time sale. What is more, free hardware could attract more potential customer and accumulate a huge amount of customer base. This model would be one of the possible solutions. This research also points out that educational and commercial market are niche markets for eBook companies and they should set strategies aggressively base on that fact.

在這個新世代，人類在閱讀上已顛覆以往的習慣，電子書閱讀器市場潛力與行銷發展也形成巨大的空間及無限的商機，是新世紀的商業新潮流，由於Kindle 電子書閱讀器的熱賣，電子書閱讀器市場，似乎又邁入另一個高峰。也因此造就了電子紙應用市場也跟著快速成長；台灣廠商繼Notebook後, 似乎找到另一個新藍海產業。本研究針對電子書閱讀器其起源、發展、市場及行銷策略上作一探討及研究 其中最關鍵元件－電子紙模組之供應商即為”元太科技工業股份有限公司”，它占了電子紙90％的市場，為電子紙的全球最大供應商，因此本研究以”元太”為主要研究對象，來探討其供應鏈、經營策略、經營績效等，藉此了解電子書閱讀器的市場、應用面及未來創新發展。 本研究將配合波特的五力分析、SWOT分析加上政府政策、電子書閱讀器產業技術、市場及競爭等面向進行探討，並採用個案分析法，進行次級資料分析及人物訪談，藉此分析出該產業各作用力強弱組合，並進一步瞭解所欲進入該產業之廠商將面臨之挑戰。接著探討電子書閱讀器產業內的參與者及其相互關係，以台灣目前電子紙領導廠商「元太科技」為例做說明。得知電子書閱讀器確能確實滿足人類的根本需要，符合現階段的社會要求。架構出電子書閱讀器產業的關鍵成功因素以及電子書閱讀器的未來應用及商機潛力，以作為國內發展電子書閱讀器紙廠商之參考。透過分析，本研究發現電子書閱讀器產業關鍵成功因素在於技術突破及創造新市場應用，如此才能推動電子書閱讀器的產業變革，使其多元應用、商機無限，讓真正的無紙化時代來臨。 / In the new generation of human, reading has been the habit of subversion in the past. It is a new business trend of another century that the market potential and marketing development of e-book reader have developed a huge space and unlimited business opportunities. As a result of the best selling of e-book reader Kindle, the market of e-book reader seems to be advanced into another level. Therefore, it has also achieved the rapid growth of the application market of electronic paper. It seems that the manufactures in Taiwan explore another new industry of Blue-Sea following the Notebook. In this study, it has been taken a deep investigation and research from the origin, development, market and marketing strategy of the e-book reader. The PVI Industrial Co., Ltd, a supplier of the module of electronic paper which is one of the most critical element, accounts for 90% of the market of electronic paper and is the largest supplier in the world of the electronic paper. Therefore, PVI is applied as the main object in this study to explore its supply chain, marketing strategy, business performance, etc., in order to learn about the market, the application of innovation and future development of e-book reader. In this study, it is to explore by using Porter's five strength analyses, SWOT analysis, government policy, the industry technology of e-book reader, market and competition, etc. and also adopt the case analysis, the secondary data analysis and interviews. Therefore, it is to learn more about the challenge to face for which wants to enter this industry by using this analysis of the industrial strength mix of every effort. Then, it is to explore the participants and their mutual relations within the industry of the e-book reader. Based on the leading manufacturer of electronic paper in Taiwan "PVI" as an example of illustration. It is learned that E-book reader that can really meet with the basic needs of human beings, in accordance with the social requirements at this stage. It is to show the structure of the e-book reader industry that the key success factors as well as e-book reader applications in the future and potential opportunities to develop e-book reader as a domestic manufacturer of paper for reference. In this study through analysis, it is found that the key success factors of e-book reader industry is the creation of new technological breakthroughs and market applications, therefore, in order to promote the changes of e-book reader industry, so that to make multiple applications, business opportunities and the real paperless era .

近年來各國政府無不追求成為更好的政府的途徑，電子化政府(e-government)的規劃與發展儼然成為一條終南捷徑，從一開始的電子化政府演進至今，當下最新發展趨勢則是「電子治理(e-governance)」，背後所蘊藏的意涵，其中很重要的一點乃在於孕育新的公民精神，強調民眾需求與責任，在數位治理的時代下，政府不再只是唯一權威價值分配者，一個更完善的政府治理應該是由多元的角色來投入公共治理參與網絡的建置。在良善治理成為當今公共行政的治理典範脈絡下，此一終極目標將引領各國的電子治理走向電子化民主(e-democracy)，電子化民主中缺一不可的即是電子化參與(e-participation)課題，UN、世界經濟論壇(WEF)、國際電信聯盟(ITU)、早稻田大學(Wasada University)、布朗大學(Brown University)等諸多國際組織皆將電子化參與列為主要評估項目，顯示電子治理不再只侷限於一國電子化政府的整備度，如何創造新的電子化參與途徑而提升民眾對公共事務的涉入，已成為當務之急。 有鑒於電子化參與的重要性已不言可喻，但現今對電子化參與的評估多以UN的架構為主，但其指標架構並未進一步明確指出在該參與層次下如何對各國進行評估，因此，本研究旨在建立與持續深化UN電子化參與指標架構，之二在於提出與分析現今為各界所採用的電子化參與機制，並探究其對公民參與的重要性與貢獻度。本研究藉由文獻回顧來建立評估電子化參與的架構，之後透過專家德菲法問卷來確認與建立指標，並分析現今電子化參與機制的重要性，最後將受訪專家分成兩大群體，比較兩類專家對指標看法的意見差異。 本研究透過德菲法建立電子化參與指標架構，第一層架構包括3大構面：電子化資訊(e-information)、電子化諮詢(e-consultation)與電子化決策(e-decision making)，第二層則共有20個次項指標。並整理出13項現今較常使用的電子化參與機制，建構出其與電子化參與層面間的關聯性，此外，依據研究結果對我國未來電子化參與政策提出提升政府資訊公開的內容豐富性與來源多元性、重視並善用社群媒體傳播訊息與溝通聯繫之效等建議。 / E-government has been a necessity for the countries aiming for “better” governance. The latest development of e-government is “e-governance”, which puts emphasis both on citizenship and the needs and responsibility from the publics. In the context of digital governance, government acts not merely as a player which is authoritative allocation of values, but as a actor creating more public values that will bring varieties of utility for multi-stakeholders. Moreover, good governance has become the paradigm in public administration, leading every government towards e-democracy with e-participation as its core. Undoubtedly, e-participation is adopted to assess e-government/ e-governance development by many international organizations, such as United Nations (UN), World Economic Forum (WEF), and International Telecomminication Union (ITU). It implies that e-governance refers not only to e-government readiness but also the extent to which governments promote citizens’ participation in public affairs. However, the assessment framework from UN currently used doesn’t include sub-indices further. As a result, the goal of this research is to establish and deepen UN’s framework and analyze the relationship between existing e-participation mechanism and citizen participation through literature review and methodology of Delphi questionnaire. The research results involve two main parts. One is e-participation assessment framework with 3 dimensions (that is e-information, e-consultation and e-decision making) and 20 indices (such as accessibility, completeness and currency). The other one is the integration of 13 e-participation mechanism. Based on research results, this research made few of suggestion for our future e-participation policy, such as the promotion of content and source diversity of government information and utilization of social network for information spreading and communication.

網際網路，已經成為今日休閒旅館業重要的行銷管道之一。旅遊相關產業也確實在電子商務領域中，交出了漂亮的成績單；在沒有履行合約、線上付款交易的壓力之下，飯店業者不僅更能加以善用電子商務的資源，同時也降低了許多相關的風險。 然而，調查結果顯示：大部分的知名飯店業者，無法提供給顧客一個滿意的網路消費經驗，漸漸地，這些顧客便被新加入的線上旅遊網站業者給搶走。這些新的旅遊網站業者，不但提供給顧客更優惠的價格，也提供了更完善的服務，並且紮實地掌握住了在網路平台上建立品牌的機會。同樣地，台灣的休閒旅遊業也面臨到相同的問題：易遊網（eztravel.com）及易飛網（ezfly.com）等等的線上旅行業者，搶走了許多原本為飯店業者的直接客戶；並且藉由線上通路的掌握，侵蝕了飯店業者原有的毛利。因此，飯店業者必須重新檢討、強化網站的整體架構規劃以及網路行銷的策略，才有籌碼與線上旅遊網站業者競爭。 本論文主要的研究目的：比較東方與西方頂級休閒旅館業者，在網路行銷策略上的優劣與差異。透過分析與評價這些飯店網站及其網路行銷策略，將可以參考、學習這些飯店網路行銷策略的優點、避免其缺點；對於台灣的旅館業者而言，這份研究也將會是一則非常有利的參考資訊。 為了這份研究調查，本論文建立了一個滿分為100分的評價制度，評比跨越三大類型（Boutique精美型、Five-star五星級、Super超級型）、分布三大洲（北美洲、歐洲、亞洲）的20家頂級休閒旅館。調查出來的結果令人瞠目結舌：位處亞洲的旅館，其中的兩家五星級旅館，分別名列於第四以及第五；四家超級型旅館當中，更有三家取得了前五名的排名。出乎人預料之外的是，在前五名的名單當中，我們找不到任何一家西方旅館的名字；只有在前十名的名單上，才終於見到三家精美型的西方旅館上榜。 這份調查的結果意味著，整體而言，雖然西方的超級休閒旅館目前在網路行銷上處於領先的地位，亞洲區的豪華五星級旅館的表現也不容小覷。另外，除了走精美、頂級路線的旅館以外，其他旅館只要是在網路行銷上，有傑出策略的表現，均反映出了更佳的業務表現。 根據研究調查的結果與分析，本論文亦列出了一些網路行銷策略上的建議，提供給台灣的飯店業者參考，希望業者們得以藉此來提升各自網路行銷的功能。 整個網路行銷策略將會專注在兩個核心重點：爭取顧客與維持顧客，藉此達到提升線上訂房及傳統訂房的目的。妥善地運用廣大的網路資源，並且以完善的行銷策略來進行投資，必定會有事倍功半的成效。因為它將帶給業者的是：更強化的品牌形象、更多正面的口碑及大幅提升其顧客忠誠度。 關鍵字：休閒旅館、網路行銷、電子商務、飯店管理、電子郵件行銷

為因應資訊科技時代，政府機關在早期推動電子化政府，從第一階段的政府網路基礎建設一直到第三階段著眼於社會關懷、提供民眾無縫隙的政府服務，直到目前第四階段電子化政府規劃面向，著重在主動全程服務、行動電子化政府、結合社會網絡以及e化服務宅配到家，強調政府服務無疆界，期望政府能提供民眾更優質的服務。然而，隨著Web2.0時代的來臨以及家戶連網率的普及，政府提供的網路服務不僅僅只是單面向地提供下載及閱讀服務，還必須提供互動及分享的服務，使能讓電子化政府品質更加完整，並能達到網路公民參與之目的。 本研究以臺北市大同區公所成立之所屬臉書粉絲專頁「當我們同在一起（臺北市大同區公所）」為個案研究對象，利用文獻分析法，蒐集相關網路公民參與機制之文獻，加以歸納綜整，並採深度訪談法，以立意抽樣的的方式選定粉絲專頁的積極參與者和粉絲專頁經營者進行深度訪談，其主要研究目的為：（1）探討臺北市大同區公所所屬臉書粉絲專頁「當我們同在一起（臺北市大同區公所）」的建立目的；（2）探討該粉絲專頁之運作機制、民眾的互動性及回應性為何；（3）探討該網路公民機制達到公民參與的哪個面向。 依據其研究結果，就該網路公民參與機制若欲提升其公民參與度，提出相關研究建議：（1）積極招募粉絲，以提升參與率；（2）配合用戶背景發佈貼文訊息，以提升粉絲黏著度；（3）科技是否可以落實直接民主。期望能作為其他機關建置網路公民參機制-臉書粉絲專頁之參考。

電子發票自2000年推行以來，多為企業對企業的相關研究，幾乎沒有文獻從政府與企業在電子發票政策中合作的角度進行研究。因此本研究以政府在2010年底才推動的企業對消費者實體通路電子發票試辦作業為個案，並以公私協力關係的角度，針對政府與企業的相關人員進行個別深度訪談。首先了解企業加入電子發票試辦作業的原因，接著描繪出電子發票試辦作業中，政府與企業的互動情形；再者，找出政府與企業合作的困難，據以提出政策建議，做為政府日後推動公私協力政策之參考，最後歸納公私協力關係的條件，以驗證、補充或強化公私協力關係的文獻。 企業加入電子發票試辦作業的原因包含高階管理者的支持、成本降低、提升企業形象、資訊化程度高，導入障礙低、關係企業的引介與同業競爭等因素。企業在加入電子發票試辦作業後，與政府形成水平互補之互動模式。研究發現高階管理者的領導與支持、共同且清楚的目標、公開、互相尊重與信任、明確且完善的法律規範、持續溝通協商、公平合作與彈性、關注利害關係人、長期穩定關係等是有利政府與企業協力合作的因素；與文獻不同的是，監測績效這項因素對政府與企業合作順利與否影響並不大。另外對電子發票格式的認知差距、法令規章不完備、行政規則制定太慢、電子發票格式規定變動頻繁、政策規劃不周、資訊壟斷於大型企業、服務品質降低等因素則是政府與企業合作所碰到的困難，其中政策規劃不周導致電子發票格式規定變動頻繁是本研究在文獻以外之發現。 基於以上研究成果，本研究提出相關建議，首先，讓更多中小企業改用電子發票，亦必須注意跨機關間的合作與協調，方能讓電子發票的使用更為普及與順利；而政府在推動政策前應有完善的政策規劃，如果有經費委請顧問廠商，在遴選上須更加嚴謹，使資源更能有效運用。本研究認為後續研究者可以以中小企業為主體，甚至比較不同行業之企業採用電子發票的情形，亦可以朝電子發票其他利害關係人，像是社福團體、資訊服務業者以及稅務代理業者等著手；另外，探討政府機關間的合作或是從企業對政府電子發票的角度著手，俾能對電子發票有更全觀的了解。 / Since 2000, most research about e-invoice has focused on the topic of business to business (B2B). Just few studied in connection with the cooperation of government and business (G2B) in e-invoice policy. This thesis attempts to understand the process of business to citizen (B2C) e-invoice pilot operation, from the perspective of public-private partnership (PPP). The author adopts in-depth interviews with government and enterprise related personnel.The purpose is, first, to find out the reasons why the enterprises participate in e-invoice pilot operation. Second, the thesis describes G2B interaction in e-invoice pilot operation process; and then to find out the difficulties in G2B cooperation as well as policy suggestions. Finally, the thesis trys to conclude with conditions of PPP as well as its verification and improvement. Based on the empirical data, the reasons why the enterprises join e-invoice pilot operation include: the support from top manager, cost down, promotion of corporate image, high degree of computerization, recommendation from conglomerate and relative competitive advantage. The G2B cooperation is horizontal complementary interaction model. The findings discover eight benefical factors for PPPs including (1) the leadership and support from top managers, (2) shared goals, (3) transparent execution process and mutual respect and trust, (4) well and clear legislation and standard, (5) the lasting communication, (6) a fair collaborationship and elasticity, (7) understanding of stakeholders, (8) long-term and stable relationship. The difficulties in G2B cooperation include: (1) the different opinions of e-invoice format between government and business, (2) slow formulation of administrative direction, (3) the e-invoice format instability, (4) the incompleteness of policy planning, (5) the information monopoly by big enterprises, (6) the reduction of service quality. Based on the previous findings, this thesis recommends government to make more small and medium enterprises (SMEs) adopt e-invoice. The e-invoice authority should also pay attention to coordinate with other government organizations, to plan for public policy more solidly, and to pick and choose consulting business exactly. The author anticipates that follow-up research may focus on SMEs, with comparision of different enterprises that adopt e-invoice. More studies are suggested to involve public welfare groups, information service providers, and tax agents. The future studies may also discuss the cooperation between governments and for the perspective of business to government (B2G) e-invoice.

新型態的網路交易模式已漸漸地改變平民大眾的消費習慣，而隨之起步的支付模式更是日新月異。發展至今，有別於傳統的現金交易，或者是金融專戶轉帳等支付服務，因應電子商務交易習慣的第三方支付逐漸受到消費者的喜愛。 所謂的第三方支付服務，主要透過第三方支付業者的資金能力提供給使用者相當程度的交易擔保，並且與銀行進行合作進而承作類似儲蓄的預付儲值業務，讓使用者得以安心地進行網路交易，有效地推動電子商務的蓬勃發展。 然而，綜觀第三方支付服務在台灣的發展，可以發現相關的法律規範卻直到今年(2015年)才完成建置，在此之前，許多業務的經營多遇到法規適用的問題，導致第三方支付業者多在法規模糊地帶遊走，十分地不明確。時至今年，針對第三方支付服務所設立的專法-電子支付機構管理條例與相關的子法正式施行，相關的業者得以明確地受到法規管束，而對於使用者而言，亦可以受到明文的法律保障。本文除了探究第三方支付服務之法規發展，同時欲以國際上重要的第三方支付立法例進行國際法的比較，參酌中國美國歐盟之相關立法，分析我國相關法規與國際立法潮流之異同，並對於現今專法提出評析。 / The advanced development of E-Commerce have gradually changed the habit of people and it leads to the innovative payment system as well. Instead of traditional payment service, the third-party payment service becomes more and more popular. The operators of third-party payment guaranteed users a safe payment system with its own financial fund and run the money storage business though contracting with banks. The development of third-party payment and E-commerce is mutually progressing. However, there are still many issues about applying laws for the operators and users before establishment of third-party payment law and it also makes the third party payment operator in the grey area. Up to this year(2015), the exclusive law for third-party payment finally finished and it provides the operators and users a full set of regulations to follow. In addition to analysis the development of third-party payment, the thesis will go a step further to discuss about the comparative study on the legal system of third party payment service in China, USA, and EU. On the whole, the author makes a comprehensive discussion on third-party payment legal development in Taiwan with relevant law trends in focus countries, and puts forward the suggestions for the legal system in Taiwan in the end.

獎勵系統是使用獎勵去激勵顧客購買或忠誠度行為的一種手法。隨著電子平台服務的演進，具動態與成本效益的電子獎勵機制已發展成增加重複拜訪率以及留住顧客的工具策略，例如:Facebook發行虛擬貨幣去提高使用者的平台參與度; Dropbox使用免費的儲存空間去吸引和保留新舊顧客; Myspace使用虛擬勳章去鼓勵使用者達成平台設定的參與目標等等。並且電子平台上的獎勵的形式可從實體的現金獎品到虛擬的勳章以滿足個人勝任感，有別於傳統獎勵方式，然而在電子平台不斷的創新下，目前仍少有研究針對電子獎勵進行探討。本研究提出電子獎勵分類法，並透過獎勵的動機形式與獎勵的互動程度為分析準則，針對1000網站排名進行內容分析，進而劃分出四種類型的電子獎勵機制: 物質、名聲、個人滿足和社交類型，後續並針對每一種類型的電子獎勵提出平台管理上的洞見。本研究期望能夠提供給後續研究電子獎勵者研究者的參考基礎和平台經營者實作電子獎勵的建議。 / A reward system is a diverse and popular program implemented by many firms in various circumstances to motivate customers’ behavior for frequent and loyal patronage. With the evolving diversity of electronic platforms (e-platforms), more dynamic, cost-effective, and interactive electronic rewards (e-rewards) have been developed as a tool or strategy to retain customers and encourage frequent visits to the platform. For instance, Facebook uses virtual currency to gain user participation. Dropbox uses bonus storage to increase membership and prolong service usage. Myspace uses virtual badges to encourage achievement of specific goals in order to encourage frequent visits. The rewards on e-platforms can range from real items such as cash and discounts, to virtual recognition that enhances self-esteem. These strategies differ from those used by enterprises dealing with face-to-face customers. As variant services on e-platforms have emerged, little research has been done to understand the novel concept and effects of reward systems on e-platforms. Therefore, we propose a taxonomy of e-rewards based on forms of motivation and degree of interactivity. Using content analysis, we examined the world’s 1,000 most accessed Web sites, then, we conducted expert interviews to classifying the 228 e-rewards approaches, discovered from content reviews, into four types of e-rewards: material, prestige, gratification, and affinity. Finally, we propose practical recommendations with insights on the implementation of each type of e-reward systems on e-platform services. We hope that the findings will provide a basis for further study on various impacts of reward systems, and provide a guide for managers in designing and implementing more effective reward systems on e-platforms.

京都大学 / 0048 / 新制・課程博士 / 博士(理学) / 甲第21951号 / 理博第4529号 / 新制||理||1650(附属図書館) / 京都大学大学院理学研究科化学専攻 / (主査)教授 鈴木 俊法, 教授 谷村 吉隆, 教授 林 重彦 / 学位規則第4条第1項該当 / Doctor of Science / Kyoto University / DGAM

京都大学 / 0048 / 新制・課程博士 / 博士(理学) / 甲第18091号 / 理博第3969号 / 新制||理||1572(附属図書館) / 30949 / 京都大学大学院理学研究科化学専攻 / (主査)教授 倉田 博基, 教授 長谷川 健, 教授 寺西 利治 / 学位規則第4条第1項該当 / Doctor of Science / Kyoto University / DGAM