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.
