| Summary: | 碩士 === 國立高雄第一科技大學 === 運輸與倉儲營運系 === 89 === This research focused on channel structure that was affected by the style of on-line transaction. From literature review, we found that scholars were not unanimous in this issue. In order to understand the role of intermediaries in channel structure and the effects of channel decision, we proposed analyzing this issue from demand and cost perspectives. From demand side, we found that electronic commerce doesn’t change the demand for intermediaries. Manufacturers and customers still need the functions provided by intermediaries under electronic commerce environment. We also discovered from literature that most research conducted on cost structure of intermediaries was mainly on transaction cost theory analysis only. However, it requires a holistic analysis of cost introduced in channel to understand the channel behaviors of intermediaries. Therefore, we employed game theory in this study to the discussion of channel behaviors between manufacturers and intermediaries. In our model, we consider transaction cost, transportation cost, inventory cost, and the cost of information technology infrastructure construction. After conducting the research, we inferred the equilibrium from the model we had built. Further, we discussed the key factors, including market share from different kinds of channel structure, dedicated cost, consolidation efficiency, and transaction cost that affect the equilibrium and channel structure under electronic commerce environment.
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