近年來，電子商務特別是行動商務正在人們的日常生活中扮演愈來愈重要的角色。其中，又以時尚產業的表現尤為突出，成為電子商務的領頭行業。因此，本論文通過對
Zara
和
H&M
兩大產業巨頭的個案分析，以動態競爭的觀點研究時尚產業公司之電子商務與行動商務策略。
論文首先利用 MC-RS 模型選擇兩家在電子商務方面實力最相當的公司，進而通過AMC 模型比較分析兩家公司的幾次重要的電子或行動商務決策，希望以此了解他們彼此間的競爭趨勢以及行動或回應背後的原因。
研究不但找出了時尚產業公司在制定電子商務和行動商務策略時所考慮的不同層面的因素，還發現了行業的領頭羊和追隨者由於其地位不同，採用的競爭方式也不盡相同。研究發現，雖然時尚產業公司在電子商務和行動商務策略上所考慮的因素大致相同，但由於其意願和實力等的不同，導致它們會採用不同的觀點和策略來與對手競爭。

This paper examines fashion companies’ e-commerce and m-commerce strategy by conducting a case study of Zara and H&M in a competitive dynamics perspective. We select sample for the case study by using the MC-RS model and then develop a comparative analysis with the AMC model. 
Through our study, we identify the factors that fashion companies take into account before making digital moves and we discover how industry leaders and followers act differently in the domain of e-commerce and m-commerce. We conclude that in the digital competition, while fashion companies consider similar factors, they take different approaches in their actions and reactions.

Table of content
Acknowledgment I
Abstract in Chinese II
Abstract in English III
Table of Content IV
List of Figures VI
List of Tables VII
I. Introduction 1
1.1 Context 1
1.2 Motivation 2
1.3 Research Problems 6
1.4 Research Goals 7
II. Literature review 8
2.1 Fashion Industry 8
2.2 Electronic Commerce and Mobile Commerce 11
2.3 Competitive Dynamics 15
III. Methodology 22
3.1 Research framework 22
3.2 Theoretical Foundation 22
3.3 Case Study Research 24
3.4 Content Analysis 26
IV. Data Analysis 29
4.1 Research Setting and Data Collection 29
4.2 Market Commonality – Resource Similarity 31
4.3 Awareness – Motivation – Capability 35
4.4 Summary 42
V. Conclusion and Discussion 44
5.1 Conclusion 44
V
5.2 Contributions 45
5.3 Limitations and Future Research 45
Bibliography 47
Appendix 53
List of Figures
Figure 1-1 : U.S. Retail Digital Commerce Volume (billion US dollar) and Growth
(%), 2012 - 2014 2
Figure 1-2 : Mobile Share of E-commerce (billion U.S. dollar) Forecast, 2013 - 2020 3
Figure 1-3 : Ranking of U.S. Retail Digital commerce Growing Categories in 2014, % 4
Figure 1-4 : Top 5 Growing U.S. Retail E-commerce Categories in 2011, % 5
Figure 1-5 : Online spending in sample of Chinese cities, 2011, % 5
Figure 1-6 : U.S. Mobile Share of E-commerce Transactions of Q4 2014, % 6
Figure 2-1: World's Top 10 Fashion Companies (first half of 2015) 9
Figure 2-2: A Mobile Commerce Structure 14
Figure 2-3: Framework of Competitive Dynamics 18
Figure 3-1: Research Framework 22
Figure 3-2: A Convariational Typology of Case Study Research Design 25
Figure 3-3: Qualitative Content Analysis 27
List of Tables
Table 3-1: MC-RS criteria choice 23
Table 4-1: Ranking of Global Specialty Store Retailers of Private Label Apparel (SPA) 29
Table 4-2: Four Fast Fashion Brands’ International Digital Market Presence (May
2016) 31
Table 4-3: Average Delivery Time of Four Fast Fashion Brands 33
Table 4-4: Zara and H&M’s Online Market Entrance (1998 – 2010) 35

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