abstract: After the 2008 financial crisis, along with information technology and its application innovation into the burst period, Shared faster economic growth, and then entered into a rapid expansion in 2014, quickly penetrate into many areas and market segments. As the securities industry practitioners and Internet financial practitioners, I am very concerned about sharing economic model in the development of securities investment niche. As the Internet and mobile penetration rate rise in recent years, the Internet financial in the rapid development of our country, investors get used for investment decision-making information via the Internet. Internet social investment sharing platform based on knowledge sharing and rapid development, has formed "opinion leaders", "combined with", "automated financial innovation model". The emergence of these new patterns, provide investors with investment of knowledge sharing, the investors behavior changes, many small and medium-sized investors into social sharing platform for the combination of investment talent information and follow orders, and centered on investment talent view form fan interaction. This article around the "Shared economic environment on the impact of portfolio share on investor behavior research," the theme, the relevant literature and resources, and to detect Shared economic environment provided by the social share portfolio, whether to change the traditional information decision and disadvantages of small and medium-sized investors, whether really improved the small and medium-sized investors return on investment, its conclusion try to explain the traditional period research literature on active investment and passive investment, the relevant conclusions of small and medium-sized investors and institutional investors, sharing in the Internet the rapid development of economic period is changed. / Dissertation/Thesis / Doctoral Dissertation Business Administration 2017

隨著台灣線上購物的蓬勃發展，網路行銷策略成為一門顯學。然而網路平台雖擁有互動性、即時性、便利性等優勢，但因消費者無法親自觸摸產品以及網路上充斥著商家的業配文，因此常購買到不符所需的產品。 為了解決這樣的問題，本研究希望提出一種創新的經營模式，藉由產品試用平台，提供消費者進行「線上」媒合產品分享者，「線下」進行產品試用體驗，使消費者在購買產品前能了解此產品是否即為所需。 為了找出可行之經營模式，本研究透過產業競爭分析與市場研究分析，了解目前台灣線上購物市場現況，並藉由質性以及量化研究來探討本創新提案之市場需求大小、目標客群。同時探究現階段廠商對於本創新提案之看法與未來可能的合作意願。最後，經由前述分析，本研究提出「產品試用平台」的創新提案，其中包括產品試用者與產品分享者之線上媒合方式、廠商合作模式及基礎顧客收費方式。 / With the rapid development of online shopping in Taiwan, the Internet marketing strategy becomes a significant theory. Although the Internet platform owns interactivity, immediacy, convenience, and other advantages, however, consumers cannot personally touch on the product and not fully depend on product sharing contents because of the advertisements. Thus, consumers often cannot buy exactly desired products on the Internet. To solve such problems, the present study is to propose an innovative business model, with a product trial platform to provide consumers “Online” to match with people who are willing to share the products and “Offline” to try and experience the desired products. This way helps consumers fully understand if the products are what they want to purchase. In order to find a viable business model, this study analyzes the industry competition and market research to understand the current status of Taiwan’s online shopping market. Also, this study uses qualitative and quantitative researches to explore the market demand, the target customers and the cooperative willingness of companies for this proposal in the future. Through the preceding description, this study presents an exclusively innovative proposal called “Product trail platform”. It includes the online matching method for people who try the product and people who share the product, company cooperation, and the pricing system to the basic customers.

Submitted by Filipe dos Santos (fsantos@pucsp.br) on 2018-04-24T12:27:42Z No. of bitstreams: 1 José Rubens de Campos.pdf: 3297337 bytes, checksum: 1c5eae8cf7d2261935c2e74b01f55e60 (MD5) / Made available in DSpace on 2018-04-24T12:27:42Z (GMT). No. of bitstreams: 1 José Rubens de Campos.pdf: 3297337 bytes, checksum: 1c5eae8cf7d2261935c2e74b01f55e60 (MD5) Previous issue date: 2018-03-14 / Coordenação de Aperfeiçoamento de Pessoal de Nível Superior - CAPES / Collaborative consumption, often related to digital platforms, occurs as players perform sharing activities, such as, in the form of renting, loan, sale or exchange of goods or services like transportation offers, space and others. This Master’s thesis aims to analyze the consumer’s value perception, as well as the creation of such values by the vendors. In order to accomplish this, it has been decided to relate the inquiry strategy to the technique of multiple methods, that involved both data collection and analysis in a quantitative and qualitative way. Thus, three studies were carried out: Study 1 focusing in the identification – in a qualitative way – of the main consumer’s stimuli, preferences and needs in sharing services to evaluate the predominant factors in the use of such services. The Studies 2 and 3 consist of a case study based on Airbnb, in which it was intended to observer the Airbnb user’s value perception regarding the offered service. In Study 2 was verified how and in which circumstances those values are formed under the buyer’s perspective and, by the use of qualitative analysis, under the perspective of the service’s vendor, Study 3 arranged the key-ideas of Studies 1 and 2 to identify how service’s third parties perform in sharing economy and how they create values to their clients. One can state that sharing economy’s consumers perceive value by five factors, all of them with the same relevance degree: convenience and facility; security and confidence; assistance; price and social and environmental matters. It is the arrangement of such factors that determine the use of sharing services. Both studies 2 and 3 confirm that value creation among guests and hosts of Airbnb happens based in the profiles and comments expressed in review system and consolidates in customized assistance, involving agility, care and availability in performing services and providing information / O consumo colaborativo, muitas vezes associado às plataformas digitais, ocorre na medida em que os participantes realizam atividades de compartilhamento sob a forma de aluguel, empréstimo, venda ou troca de bens ou serviços como soluções de transporte e espaço. O presente estudo busca analisar a percepção de valor do consumidor de Serviços Compartilhados, bem como a criação destes valores pelo prestador de serviço. Para tanto, optou-se em associar a estratégia de investigação à técnica de métodos mistos, que envolvem a coleta e a análise de duas formas de dados, quantitativa e qualitativa, e, desta forma, foram conduzidos três estudos relacionados: o Estudo l, buscando identificar de forma quantitativa os principais estímulos, as preferências, e as necessidades do consumidor de Serviços Compartilhados, para avaliar os fatores que determinam a utilização de Serviços Compartilhados, e os Estudos 2 e 3 que constituem um Estudo de Caso da empresa Airbnb, no qual observou-se a percepção de valor do usuário do Airbnb quanto ao serviço oferecido. No Estudo 2, como e em que circunstâncias estes valores são construídos, sob a perspectiva do comprador e, por meio de uma análise qualitativa, sob a perspectiva do prestador de serviço, o Estudo 3 combinou ideias-chave dos Estudos 1 e 2 para identificar como os prestadores de serviços das empresas que atuam na Economia de Compartilhamento criam valores para seus clientes. Podemos afirmar que os consumidores de Serviços Compartilhados percebem valor por meio de cinco fatores, todos com o mesmo grau de relevância: Conveniência e Facilidade; Segurança e Confiança; Atendimento; Preço e a questão socioambiental. E é o mix deles que determina a utilização dos Serviços Compartilhados. Os Estudos 2 e 3 confirmam que a criação de valor entre hóspedes e anfitriões do Airbnb se estabelece com base nos perfis e nos comentários, no Sistema de Review e se consolida no atendimento personalizado que inclui agilidade, atenção e disponibilidade na prestação de serviços e informações

本研究為創業計畫，以共享經濟為商業模式基礎，發展食酷獨立廚師共享平台網站。並藉爬梳文獻與過往研究，以此解決研究者在執行本專案時所遭遇到的困境，此外，將藉由商業企劃書(BP)帶領讀者快速進入本研究及策略面，最後將相關執行狀態、網站介面、行銷成果呈現於本研究中，並給予未來有志創業的夥伴作為參考。 本研究可以發現創業是一個變動的過程，隨著實際執行與環境改變，會發現有許多困境在路上阻礙團隊前行，尤其對多數想以全新商業模式進入市場的新創來說，為了使企業存活，初衷與最終企業走向可能會是完全不同的。 對平台創業來說，最大的問題常常是蛋生雞與雞生蛋的問題，需要時刻思考應該先培養消費者還是服務提供者。若要求供應者更多商品或時間時，若沒有足夠的消費力，則會造成生產者的損失；若平台中商品選項與種類較少的話，也無法滿足消費者需求。不論先有雞或蛋，如果只靠平台辛勤推動，而實際市場對平台商品並無興趣或必須的話，平台的成長速度將相當緩慢。 另由消費者層面來說，當理念與消費者固有習慣不同時，企業應該應該堅持自己的道路，抑或是針對市場環境作出相應的調整呢？而這樣的調整會不會損害到原本創業初衷？為剖析當中關鍵與決策過程，本研究以商業企劃書為基礎，加入後續執行情境與記錄，希望讓讀者可以了解並思考食酷團隊在面對情境時的解決方式與邏輯，並成為來研究者或餐飲創業者成長的養分。