This research is to probe the impacts of motives, time spent, and product knowledge on the brand evaluations from the perspective of Internet portal users. A comprehensive model is proposed to depict the multiple linkages among the constructs of interest. As students are the main market segment for the Internet business, undergraduate and graduate students from various faculties at Taiwan's universities were recruited as the research subjects. The survey was presented in a questionnaire format. The research results indicate that each type of motives has different effects on product knowledge and time spent on the Internet. Both general and self-training motives have positive influences on product knowledge. However, recreation motive has a negative impact on the product knowledge. For the time spent on the Internet, general and recreation motives have similar results. The stronger the general or recreation motive, the longer the time spent on the Internet. In contrast, the stronger the self-training motive, the less the time spent on the Internet. The tested model also shows that self-training motive has positive relationships with service quality and brand attitude. In addition, longer time spent will lead to increases in product knowledge and satisfaction level. Moreover, the findings indicate that product knowledge has a positive impact on service quality. High product knowledge people have a better idea how to compare the products by using functional attributes. Since service quality is considered one offactors for evaluating satisfaction level, there is a linkage between service quality and satisfaction. The relationship between these two variables is positive because consumers must be able to perceive positive service quality first in order to have high satisfaction level. Moreover, The relationship between satisfaction and brand attitude is positive. Consumers build their brand attitude through observation and experience. Overall satisfaction is definitely one of influential factors on brand attitude. To obtain trust from customers is one of the hardest thing for firms. Customers must be able to perceive good service quality before long-term commitment. The final construct of the conceptual framework is brand attitude, which is contingent on trust and satisfaction. Internet portal business in Taiwan may not be a new industry for many people. However, the recent collapses on the e-Commerce industry prove that people still have a lot to learn, especially the consumer behaviors of Internet users. The research concludes that brand evaluations from consumers are in a network of causal relationships with constructs such as motives, time spent, and product knowledge.

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.