電子商務在產業價值鍊活動之影響：以交易成本觀點探討之

Abstract

網際網路的興起，改變了傳統經濟體系中的價值系統，不論是市場需求、市場結構或交易方式，莫不面臨重大的變革，影響層面極為深遠。由於電子商務正處方興未艾，本研究嘗試從交易成本觀點探討電子商務在產業價值鍊活動之影響，佐以戴爾電腦、網路銀行與網路券商三個個案分別進行研究。戴爾電腦透過虛擬整合，受惠於電子商務交易方式之興起，改變傳統實體電腦流通業整個價值鍊活動的成本結構與價值分配，成為全球知名的網路銷售贏家；金融服務業透過電子商務的交易方式改變傳統的交易行為，大幅提升整體金融服務市場的效率，產業遊戲規則因競爭的基礎改變而迥異。 在價值鍊活動因電子商務的創新，企業可以透過網際網路改變產業價值鍊上每一成員的附加價值，簡化價值鍊活動中附加價值較少的環節重新組合，進而提升整體價值鍊的運作效益。 在交易成本分析的部份，透過電子商務的方式，因資訊分享確實能降低產業價值鍊活動的交易成本，在交易雙方可能產生交易成本的五個環節，大部分都可以透過電子商務交易模式降低之。但在初期，必須大量投資資訊設備、技術、教育訓練及廣告宣傳等費用。長期而言，這些投資效益卻是很大的，不但可以強化企業營運效率，更進一步能成就整體產業的綜效，讓價值鍊活動上的每個個體，分別專心致力發展自己的核心競爭力，進而透過虛擬整合的方式來提升產業整體營運的效率。各行業透過資訊化過程，因資訊分享後節餘的資源，可運用在附加價值更高的活動上。透過電子商務的交易，邊際成本可以下降至趨近於零的地步，一旦達到規模經濟，利潤便可因而大幅成長。

The value creation process of traditional economy has been significantly affected in the information age by the increasing usage of Internet. Not only the marketing media, cost structure, transaction pattern but the complete industrial value structure has been changed in this new electronic era. The impacts of the e-commerce on the value chain activities have been studied in this thesis. The transaction cost theory was first applied to analyze the behavior of e-commerce. The success of Dell Computer Corporation was discussed and two other successful stories in Taiwan financial service sectors were also explored. Two major conclusions have been drawn in this research. First, using Internet as the transaction medium leads to a great reduction in cost for all members in the value chain. Consequently, core competent activities can be more focused in order to create higher value as benefited from the transaction cost reduction. Second, from a customer's point of view all five major factors in transaction cost can be reduced by using the e-commerce. The initial investment is required for capital equipment, core technology research, people training as well as the marketing development. However, in the long run, the resultant overall effectiveness can benefit stockholders. The scale synergy of virtual value chain infrastrure undoubtedly becomes the determinant of firm's competitiveness in the information era.