The Trade-off among Online, Offline, and O2O Business Models : From the Perspective of Product Characteristics

• Main Authors: Chia-Ping Chang, 張家萍
• Other Authors: Chu-Ching Wang 王居卿
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/11116363192611574237

碩士 === 淡江大學 === 企業管理學系碩士班 === 103 === The advancement of information technology has resulted in the era of Internet, and the development of electronic commerce has great prospect for our society. The electronic commerce is not only speeding up the delivery of customer information, but also changing the business model. This study is an exploratory qualitative research based on the viewpoint of "transaction behavior" and "transaction process" on Online, Offline and O2O business models to summarize and compare them. A company can choose a suitable model which fits with their product characteristics from this study. In addition to the results of this study, the three business models in accordance with the concept of a continuum is subdivided into eight modes, also found that we can use 4P dimensions of product characteristics - including the degree of standardization (Product), product value (Price), the degree of digital (Place) and brand awareness (Promotion) - as an alternative business model decision criteria dimensions. Most important, this study constructs an integrated framework including the 4P dimensions of product characteristics, eight kinds of business modes and the consumer decision-making process. Finally, this study proposes seven important propositions through the verification of interviewing with the related companies.