網際網路的快速發展，打破了時間與地域的限制，而書籍種類繁多、單價又不高、運送方便，非常適合透過網路販售（網路書店能運用電腦科技，即時提供有關書籍的各種資料訊息，使得讀者能夠針對本身的需要自行向網站搜尋資料與訊息，並與網站直接進行互動）。究竟傳統書店經營的成功要素是否能適用於網路書店，亦或是網路書店有一套不同的遊戲規則，是本研究的研究主題。本研究採個案研究的方式，選取美國、英國與台灣等十家書店（純粹網路書店 5 家、由出版社設立的網路書店 1 家、實體書店業者設立網路書店 3 家、純粹實體書店 1 家），藉以瞭解網路書店事業經營的成功因素，網路與實體書店經營的成功因素的差異，以及網路的特性對於書店經營成功的因素所造成的影響。 主要結論如下： （一）針對網路書店經營之成功因素，研究發現如下： 1網路書店必須確立書店定位，以針對目標客戶群設計出網站內容與服務，發展相關策略。 2網路書店不受地理區域的限制，易於使用的界面與確實的查詢結果成為了網路書店的成功因素。 3書籍相關資訊的提供豐富了網路書店產品的內涵。 4社群的形成是網路書店成長的重要因素，網路書店必須利用客製化的內容與互動性，強化社群凝聚力。 5數位化資產與能力是經營網路書店的重要資源。 6具競爭力的價格與交期是網路書店商品管理能力的展現。 7出版社、配銷商、物流業者、貨運公司與作者、媒態等實體事業合作夥伴，對網路書店的重要性更為提高。 8網路書店與 ISP、搜尋引擎與其他熱門網站建立合作關係，形成 Internet 事業網路，將可增加網站的廣告效果，創造交通量與商流。 9品牌知名度是後進者的進入障礙，但先進者在品牌的建立上卻不一定具有先佔優勢。 10網路書店亦非常重視人力資源，對人員的專業能力的重視更勝於實體書店。 （二）受到網路特性的影響，網路與實體書店成功因素中，相同的包括了定位清楚、商品管理能力的重視；而新產生的成功因素，則有 Internet 事業網路、易於使用的界面與確實的查詢結果。其他的實體書店成功因素，則受到網路特性的影響而皆有所調整。

The content of this Master thesis is the creation of the car repair shop services informational security model and also the creation of commensurate e-commerce system solution for this car repair shop.

This thesis presents/offers a comprehensive view of the issue of mobile Internet aimed at very small businesses and traders. In my thesis I focus on the practical applicability of mobile Internet by means of mobile technologies in the forenamed undertakings. First part of the thesis deals with the methodology of the area of very small businesses and traders and analyses present possibilities of application of mobile technologies and their suitability and usability for very small businesses and traders. Second part of the thesis identifies types of undertaking that can take advantage of mobile Internet and shows that this technology entails time and funds saving. Third part demonstrates concrete applications of mobile Internet in the activities of undertakings and presents the possibilities of gaining a support from the European Union structural funds for the implementation of mobile Internet.

(in English): The main goal of diploma thesis is to describe the internet business specifics with focus of identifying the causes of success or failure of companies on the Internet. At the theoretical level in context of thesis is to characterize the influence of the Internet on business principles and give to the reader a complete picture of its impact on current business. Following the main aim of the theses will need a virtually explore the possibilities which offer 21st century in the integration of modern business tools that allows smoother access to corporate infomation and knowledge and If their effective optimatization is the key to a uccessful business on the internet. The contribution of this thesis is to evaluate the practical challenges for companies which brings continual development of information and communication technologies that can be used for support of decision making in selecting an appropriate combination of business tools.

逐漸崛起的網際網路經濟在科技及商業環境的快速變化中促使軟體開發程序漸漸進化成因應需求而調整式的程序，敏捷開發程序的演化在過去十幾年已幫助許多網際網路商業設立而且使其可以保持競爭力。 採用敏捷開發程序的網際網路商業組織較具有彈性，可以在任何軟體開發的階段中對於針對需求的改變而改變軟體的開發。主要加快軟體完成的因素是保持一個輕量級並有密切及通暢溝通的團隊。快速的軟體開發週期以及原形的開發使得初步可行性研究較簡單，也因此可以幫助需求單位提早測試軟體並提早提供回饋。 開放原始碼技術能幫助敏捷組織創新。知識轉移與技術管理在沒有很多文件紀錄的敏捷軟體開發環境中也扮演非常重要的角色。 處於隨時因應需求而敏捷調整步調成為組織的核心競爭力。組織的文化與價值需要根據組織要求的敏捷特性來調整。在事者應當用社會控制體系來管理其員工，而非用傳統式的正式控制體系。 AutoTradeCenter成功的採用敏捷方法而成為一個敏捷的組織。它採用開放原始碼技術並強調創新管理。也建立組織的文化與價值來支持其「敏捷開發系統」的建立。該公司的高度敏捷度在2000年代初期的不景氣時候仍讓其保持競爭力。 本研究建議任何新成立的網際網路商業公司可以嚐試使用AutoTradeCenter所採用的敏捷開發方式來建立組織的競爭力。 / The fast change technology and business environment from the emerging Internet economy have resulted in the evolution of the software development process into an adaptive process. This evolution of the agile software development process has helped numerous new Internet businesses to enter the field and to stay competitive over the past decades. Internet businesses, which adopted the agile software development methodology, are able to remain flexible and address changes in any stage of software development process. A lightweight team with close and good communications is the key ingredient to speedily deliver software products. Quick cycles and prototypes make feasibility studies easier and allow business people to test and provide feedback thereby allowing creation of the innovative products that truly address the market requirements. Open source technology has helped agile organizations to innovate and materialize the innovation. Knowledge transfer and technology management play important roles in an agile software development environment without a need for excess documentations. Organizations stay adaptive with agility as their core competence. The organizational values and culture need to be shaped accordingly to support the agile spirit across organizations. Incumbents should motivate the members using social control system rather than the formal control system. AutoTradeCenter, a case study used in this research, successfully formed an agile organization by adopting the agile methodology, utilizing and managing the open source technology, and creating an adaptive culture and value. The agility helped the company staying competitive during the economic downturn in early 2000. This research suggested that any Internet startup can adopt the same path that AutoTradeCenter chose to create its competitive advantages. Keywords: Agile Software Development, Open Source Technology, Knowledge Management, Organizational Culture, Core Competence, Competitive Advantage, Internet Business Model, AutoTradeCenter

本研究之目的在於探究何謂完整之網路企業自律機制？目前廣為採用之信賴標章、規範承諾、網路評分等網路企業自律機制，何者能夠得到消費者信任？網路企業如何透過不同的自律機制，使得消費者認知其交易安全與資訊隱私已被保護？網路消費者如何經由認知其交易安全及資訊隱私已被保護，進而產生其對於網路企業之信任?信賴標章、規範承諾、網路評比等網路企業之自律機制，何者較能夠得到網路消費者的信任？ 過去研究極少著墨於網路自律機制對於消費者信任之影響，本研究除了希望對於缺乏資源及品牌聲譽之網路企業有所啟發外，也探討網路企業在既有的法律、管理及技術之環境架構下，應如何取得消費者信心，並以文獻探討、問卷分析及個案討論與分析等方法來驗證網路自律機制對於消費者信任之影響。 在文獻探討上，本研究針對國內外學者對保護資訊隱私及交易安全之制度及作法、企業自律機制之規範及作法、消費者信心等相關研究加以歸納，並輔以國內外個案研究，一方面摘要學者對以上議題的研究成果與看法，一方面彙整相關文獻，進而發展出本研究相關之研究假設。並從文獻彙整摘要中，提出研究架構及假設，並就各構面及假設之變數賦予操作型定義，選定適宜之統計方法予以檢測，且根據前測問卷之結果，於全省各地進行717份之問卷調查及回收作業。回收之問卷均透過檢查、編碼、整理，並進行樣本特徵、信度與效度分析，進一步驗證及解釋各研究假設。 除了定量分析外，本研究亦由十個與問卷相關的個案中，研究該些網路企業之營運模式、產品、服務及交易流程，了解其自律機制與消費者保護之作法，進而與統計分析相關的資料做交叉分析，並對應先前之研究假設，以進一步分析網路企業自律機制、消費者保護構面與消費者信任之間的關係。 本研究結果包含三部份，分別為自律機制(信賴標章、承諾規範、網路評比)與消費者保護(資訊隱私保護認知、交易安全保護認知)之關係、消費者保護與消費者信任之關係、自律機制與消費者信任之關係；最後提出五項管理意涵，包括網路企業得到消費者信任之重要因素及關鍵因素、網路企業如何建立專屬的自律機制及消費者保護機制、進而發展值得信賴的網路購物環境。 / The objective of this article is to study on what a complete self-regulatory mechanism of an internet business is, The article also explore if the existing online self-regulatory mechanisms including trustmarks, commitments and rankings are able to get trust of consumers, in order to let consumers recognize their personal data and security of online transactions being protected, thus consumers are able to trust the internet business they deal with? Which of the above existing self-regulatory mechanisms is more capable to get trust of consumers? Even though limited literatures focus on the impact of online self-regulatory mechanisms to trust of consumers, by methodology of literature reviews, quantitative research and case studies, this article not only contributes to internet businesses with limited resources and brand awareness, but also contributed to those internet businesses, under a framework of regulations, management and technology, willing to get trust of consumers. There are also hypotheses to testify relationships between online self-regulatory mechanisms, consumer protection (of personal data and security for online transactions) and trust of consumers. After reviews on literatures of various self-regulatory mechanisms, internet data privacy, transactional security, consumer protection, trust of consumers, this article proposes a research framework including 3 main hypotheses, 3 independent variables, 2 intermediary variables, 1 dependent variables and their operational model. To testify the hypotheses, this article collected 717 samples of survey around the island and 10 case studies. Utilizing multiple regressions and related statistics analyses, most of the hypotheses are supported. Comparing with 3 dimensions of transactional process, self-regulatory mechanisms and consumer protection, 10 cases are found similar to the testing result of hypotheses, but also remained spaces of improvement. At last, this article concludes with 5 managerial implications, including key successful factors and critical factors to get trust of online consumers, how to build a proprietary self-regulatory and a consumer protection mechanisms, thus to set up a complete trustworthy online shopping environment.