根據Computer Industry Almanac的調查報告 ，全球上網人口在2005年已超過10億，而全球寬頻用戶數在2005年第二季也已有1億7600萬戶，成長率達16%。隨著網路使用者及寬頻用戶數的增加，也使得線上購物蓬勃發展。過去關於電子商務相關政策與電子商務普及程度關係之研究，多為個案研究或運用比較法的描述性研究，本研究引用創新擴散理論與跨越鴻溝的觀念，並以大中華區之台灣、新加坡及中國為研究標的。而本研究的主要目的如下：
1. 以創新擴散理論及跨越鴻溝為基礎，探討台灣、新加坡及中國之電子商務相關政策及網路購物發展情形。
2. B2C電子商務發展策略：以台灣、新加坡及中國為例。
本研究藉由理論背景及相關文獻，台灣、新加坡及中國之電子商務相關政策及網路購物發展情形，與透過專家座談會進行討論，除了歸納整理出我國發展B2C電子商務之障礙及具體的政策建議措施外；本研究亦分析整理出七項命題，分別敘述下：
一、我國B2C電子商務發展策略命題推導
｛命題一｝：政府需在徹底瞭解網路特質的前提下，擬定電子商務發展策略。
｛命題二｝：因應多元的消費型態，多通路發展逐漸成為刺激線上消費的方式。
｛命題三｝：鼓勵40歲以上的人口上網購物，將促使我國B2C電子商務發展更加蓬勃。
｛命題四｝：中國的網路發展漸驅成熟，且擁有誘人的網路市場規模，吸引不少國外大型網路公司進入，我國的業界可尋覓適合的切入點。
二、台灣、新加坡及中國之B2C電子商務發展策略命題推導
｛命題五｝：網路購物處於早期市場時，B2C電子商務政策重點傾向示範、推動及基礎建設。
｛命題六｝：網路購物處於跨越鴻溝初期時，B2C電子商務政策重點傾向法制規範、推動及信賴。
｛命題七｝：網路購物邁向主流市場時，B2C電子商務政策重點傾向基礎建設、擴大普及和應用範圍、法制規範。

According to the survey of Computer Industry Almanac Inc., the worldwide number of Internet users surpassed 1 billion in 2005. Besides, there were 1 hundred million and 7600 ten thousand broadband users in the second quarter of year 2005. With more and more internet and broadband users, the online shopping became flush. While much research has been conducted on policy related ecommerce by using case studies or comparative approach, this study used the diffusion of innovations (DOI) theory and Moore’s crossing the chasm, and focused on the Greater China including Taiwan, Singapore and China.

This study depended on the theoretic background and literature, policy related ecommerce in Taiwan, Singapore and China, and panel discussion to sum up concrete suggestions of B2C ecommerce development for Taiwan’s government. Moreover, 7 propositions are developed.

A: For Taiwan
Proposition 1:To formulate strategies about ecommerce, government should recognize the unique qualities of the internet completely.
Proposition 2: Multi-channel development gradually becomes the way to stimulate online consuming.
Proposition 3: It will urge the development of B2C ecommerce in Taiwan more popular to prompt people over forty years old to shop online.
Proposition 4: The internet development in China had become more mature and got an attractive internet market scale. It attracts some big foreign internet companies to enter. Our enterprisers could find the appropriate timing to enter.

B: For Taiwan, Singapore and China
Proposition 5:When online shopping is in the early market, the point of B2C ecommerce policy inclined to demonstration, promotion and infrastructure.
Proposition 6: When online shopping is in the initial stage of crossing the chasm, the point of B2C ecommerce policy inclined to legislation, promotion and trust.
Proposition 7:When online shopping strides forward to main stream market, the point of B2C ecommerce inclined to infrastructure, increasing diffusion and use, and legislation.

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網站部份

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