資訊科技的進步造就了網路時代的來臨，電子商務（Electronic Commerce, EC）的發展已一直被各界所看好，不但加速消費者資訊的傳遞，企業的經營模式也不斷在變化。本研究乃是一種探討性的質化研究，針對具「交易行為」與「交易過程」觀點之Online, Offline 及 O2O三種商務模式去進行歸納與比較，以作為企業去選擇與自己產品特性適配的模式。本研究結果除了將三種商務模式依連續帶的概念再細分為八種模式外，亦發現我們可用產品特性的4P構面－包括標準化程度（屬於Product）、產品價值（屬於Price）、數位化程度（屬於Place）及品牌知名度（屬於Promotion）－作為選擇商務模式的決策準則構面。最重要的是本研究建構了一個包含了產品特性4P構面、八種商務模式與消費者決策過程的整合性決策模式，最後再針對該模式進行個案訪談並提出七個重要研究命題。研究命題如下：
命題一：當產品（服務）的標準化程度高時，則適合透過Online商務模式來促進銷售；反之，則適合透過Offline商務模式。
命題二：當產品（服務）的價值程度低時，則適合透過Online商務模式來促進銷售；反之，則適合透過Offline商務模式。
命題三：當產品（服務）的數位化程度高時，則較適合透過Online商務模式來促進銷售；反之，則較適合透過Offline商務模式。
命題四：當產品（服務）的品牌知名度高時，則適合透過Online商務模式來促進銷售；反之，則適合透過Offline商務模式。
命題五：當產品（服務）的標準化程度、產品價值、數位化程度、品牌知名度不明顯（不偏高也不偏低）時，則適合透過O2O商務模式來促進銷售。
命題六：產品（服務）銷售績效與企業所使用之商務模式具有直接關係。
命題七：消費者購買決策對於企業選擇商務模式具有間接關係。

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.

目錄	I
表次	III
圖次	IV
第一章　緒論	1
第一節　研究背景與動機	1
第二節　研究問題與目的	6
第二章　文獻探討	8
第一節　電子商務模式的演進	8
第二節　Online商務模式	10
第三節　Offline商務模式	16
第四節　O2O商務模式	21
第五節　消費者決策模式	26
第三章　研究方法	29
第一節　研究架構	29
第二節　資料蒐集與分析	30
第四章　整合性架構之建構與命題研擬	33
第一節　產品（服務）特性之構面	33
第二節　商務模式型態	38
第三節　產品與商務模式間之適配性及其整合模式	40
第四節　個案訪談結果	41
第五節　命題研擬	43
第五章　結論與建議	47
第一節　結論	47
第二節　管理意涵	48
第三節　研究限制	50
第四節　建議	50
參考文獻	53
一、中文部份	53
二、英文部份	55
附錄：訪談問卷	62

表次
表1　第一代與第二代電子商務的比較	9
表2　通路特性分類	13
表3　Online與Offline商務模式之功能比較	18
表4　Online與Offline商務模式之通路特性比較	19
表5　過去學者分類產品所使用之產品特性構面	35
表6　不同產品特性考量面之比較	36
表7　商務模式型態之細部分類	39
表8　訪談對象相關資料	42
表9　訪談資料比較	42

圖次
圖1　常見的O2O商務模式	24
圖2　消費者決策過程步驟與商務模式對應圖	27
圖3　本研究之觀念性架構	29
圖4　本研究流程	32
圖5　Online與Offline商務模式之產品特性簡要適配圖	40
圖6　影響商務模式之產品特性整合性架構圖	41

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