A Study of Critical Factors of M-Commerce Integrating Software and Hardware : Android+NFC vs. iOS+iBeacon

電子商務平台透過網際網路與網頁平台，達成行銷資訊的傳遞與商品販售推廣的交易模式已行之多年。近年來，智慧型裝置的普及，再加上行動通訊基地台的廣泛架設與行動網路費用逐年降低，這些服務正逐步改變消費者的生活型態，亦即由傳統電子商務轉變為行動商務。 本研究以近年來逐步成形的行動商務概念為基礎，以「Android+NFC」與 「iOS+iBeacon」兩項行動商務軟硬體整合之方案，作為研究對象並進行關鍵因素研究設計與探討。 本研究共分兩階段進行:第一階段以德菲法問卷，透過專家的建議與討論結果，進行確認「行動商務軟硬體整合之關鍵因素」中的四項指標權重與相關屬性。 第二階段則是透過德菲法問卷結果分析後，再進行層級分析法問卷設計，並透過一般消費者進行問卷資料填寫，問卷回收後再進行資料彙整，並且與德菲法問卷結果進行資料分析。 本研究結果之摘要說明如下:德菲法問卷中「行動商務軟硬體整合之關鍵因素」的四項指標權重依序為「資訊指標」(0.289)、「市場指標」(0.275)、「成本指標」(0.235)、「品牌效益指標」(0.201) ，AHP 問卷四項指標權重依序為「品牌效益指標」(0.368)、 市場指標」(0.292)、 成本指標」(0.236)、 資訊指標」(0.154)。而兩項選擇方案之綜合權重為「iOS+iBeacon」(4.087)、 Android+NFC」(3.192)。 本研究發現，多數專家皆認同「資訊指標」，才是未來技術與服務建置最重要之關鍵因素，然而以消費者回饋的資訊得知，「品牌效益指標」仍然是左右消費者選擇新服務的重要辨識依據。事實上，這兩項指標分析結果，並不相互違背，反而佐證了「Android+NFC」與「iOS+iBeacon」兩項方案背後 Google與 Apple兩大陣營近期的發展趨勢，都是透過提升技術服務與維持品牌效益，將不同消費族群全部納入推廣，藉由相容的硬體或軟體服務吸收彼此的客群，並獲取最大的市場。 「Android+NFC」方案透過 Android 陣營的推廣，近年來已逐漸普及於行動裝置中，而相關應用與服務也逐步發酵;而「iOS+iBeacon」也於近期藉由公開標準化的技術規範開始進行推廣，這兩項技術將有機會因為加速競爭而逐步拉近服務的相似性，而這個過程中消費者將是最大贏家。E-commercial platforms have been using internet and websites to spread marketing and sales information for several years. Customers' lifestyles are also changing from traditional e-commercial activities to mobile activities due to the growing popularity of smart devices, widely deployed mobile base stations and the decreasing costs of mobile networks. The base of this research is the solidifying concept of mobile commercial activities. It treats 'Android+NFC', 'iOS+iBeacon' as two subjects of hardware-software integration solutions, and establishes procedures for key successful factor (KSF) analysis. Two steps are taken for this research. First, suggestions and opinions from experts about the weights and attributes for the four factors of KSF subject to mobile commercial activities were collected using the Delphi method. Second, a questionnaire of analytic hierarchy process (AHP) based on the results from the Delphi method was designed, normal customers were asked to complete the questionnaire, summarize the questionnaire and analyze these two results. A summary of the research is described below. The results of the Delphi method shows that the four factors in descendant order: 'Information Factor (0.289)', 'Market Factor(0.275)', 'Cost Factor (0.235)' and 'Brand Benefit Factor (0.201)'. AHP shows 'Brand Benefit Factor (0.368)', 'Market Factor (0.292)', 'Cost Factor (0.236)'and 'Information Factor (0.154)'. The comprehensive weights of two solutions are 'iOS+iBeacon (4.087)' and 'Android+NFC (3.192)'. This research shows that most experts admit the 'Information Factor' is the critical factor for future technology and service development. On the other hand,customers recognize the 'Brand Benefit Factor' is a significant aspect when choosing between services. In fact, these two results do not disobey each other but actually prove the recent trends of development of the two major suppliers - Google and Apple - who provide solutions such as 'Android+NFC' and 'iOS+iBeacon'. They want to attract more types of customers by improving their technology, service and brand benefit, and also make their product compatible to their competitors in order to gain more market share. 'Android+NFC' is becoming popular among mobile devices in recent years due to their active community; their applications and services are maturing as well. 'iOS+iBeacon' is also working on increasing their popularity by publishing technical specification and standards. Competition might make their services become similar, and customers will benefit most from this process.中文摘要 ........................................................i Abstract ........................................................ ii 目 錄......................................................... iv 圖 目 錄......................................................... vi 表 目 錄......................................................... viii 第一章 緒論......................................................1 1.1 研究背景................................................. 1 1.2 研究動機................................................. 2 1.3 研究目的..................................................2 1.4 研究方法與步驟........................................... 3 1.5 研究流程................................................. 3 第二章 文獻探討..................................................5 2.1 電子商務發展............................................. 5 2.1.1 電子商務的定義........................................5 2.1.2 電子商務之發展與模式..................................5 2.2 行動商務..................................................6 2.2.1 行動商務的定義........................................6 2.2.2 行動商務架構與特性................................... 6 2.2.3 電子商務與行動商務的差異性........................... 8 2.2.4 電子商務服務演進......................................8 2.3 軟、硬體技術探討......................................... 9 2.3.1 Android 與 NFC 探討與應用............................ 9 2.3.2 iOS 與 iBeacon 探討與應用............................ 13 2.4 德菲法研究................................................17 2.5 層級分析法研究............................................18 2.6 文獻探討結論..............................................21 第三章 研究方法.................................................. 23 3.1 研究架構..................................................23 3.2 研究變數定義與衡量....................................... 24 3.3 研究方法..................................................27 3.3.1 AHP 分析層級架構...................................... 28 3.3.2 評估尺度............................................. 29 3.3.3 成對比較矩陣......................................... 29 3.3.4 計算特徵值與特徵向量................................. 29 3.3.5 一致性檢定............................................ 30 3.3.6 綜合權數計算......................................... 32 3.4 研究對象與資料回收........................................32 第四章 實證結果與分析............................................ 35 4.1 德菲法資料分析........................................... 35 4.1.1 德菲法第一輪資料分析................................. 35 4.1.2 德菲法第二輪資料分析................................. 40 4.2 AHP 資料分析.............................................. 47 4.2.1 「總層級」與「層級一」指標因素權重分析............... 49 4.2.2 「層級二」評估屬性影響準則權重分析................... 50 4.2.3 「層級三」評估屬性影響準則權重分析................... 53 4.2.4 「層級四」評估選擇方案權重分析....................... 61 第五章 結論與建議................................................ 63 5.1 研究結論..................................................63 5.2 研究之改進與未來發展..................................... 66 參 考 文 獻...................................................... 68 附錄一 德菲法第一輪問卷.......................................... 72 附錄二 德菲法第二輪問卷.......................................... 79 附錄三 AHP 問卷..................................................9