跨境電子商務的發展改變現今人們的消費習􏰀，引發無實體店面銷售的市 場興起。配合我國新南向政策，本研究針對跨境電子商務發展市場的投入，以期 深化與新南向國家之國際貿易。本研究旨在探討跨境電子商務平臺發展關鍵成功 因素(KSF)，以及拓展新南向國家之優先順序。除了以文獻回顧與彙整，以及專 家意見作為評估準則之基礎，本研究透過「利益、機會、成本、風險(BOCR)」四 大構面、十五項評估準則，及「菲律賓、越南、印尼」三個國家方案作為評估架 構，並採用層級分析法(AHP)進行專家問卷分析。
研究結果發現，在 BOCR 四大構面中，就整體評估而言，以「機會」為最重 要的構面，其次依序為「風險、利益、成本」。於評估準則中，則以「在地化」 和「法令規範」的經營為跨境電子商務最重要的關鍵成功因素。有關跨境電子商 務平臺拓展新南向國家市場方面，整體評估結果建議先以「越南」為首要發展的 市場;然而「跨境買賣業務」分群評估結果指出「印尼」為首要發展的市場。綜 合以上，本文研究結果可以提供給電子商務平臺業者作為未來拓展市場經營跨境 電子商務之策略參考。

The recent development of cross-border e-commerce has changed drastically as the consumers’ consumption habits continues to expand the online market. This study aims to discuss the development of cross-border e-commerce market and strengthen international trading with Taiwan’s New Southbound Policy and to explore the key success factors (KSF) for the development of cross border e-commerce platforms and prioritize Southeast Asian countries to expand the market. Based on literature reviews and expert opinions, this study develops a diagrammatic representation of how the research should be conducted in the following order: BOCR (Benefits, Opportunities, Costs, Risks) four dimensions, fifteen assessment criteria and three counties (Philippines, Vietnam, Indonesia) of selection. Then, conduct a questionnaire with analytic hierarchy process (AHP) methodology.
Results showed that “opportunities” is the most important dimension among BOCR four dimensions from overall perspective, followed respectively by “risks, benefits, and costs”. In the assessment criteria, “localization” and “regulations” are the most important KSF for cross-border e-commerce. Regarding the expansion of Southeast Asian countries, overall assessment suggests “Vietnam” as the primary development market of cross-border e-commerce. However, the results of “cross-border trading business” cluster assessment points out “Indonesia” as the primary market for development. The result of this study can provide as a strategic reference for leading e- commerce platform companies to expand its market abroad in Southeast Asia.

第一章 緒論 09
1.1研究背景與動機 09
1.2研究問題與目的 10
1.3研究內容與方法 11
1.4研究架構與流程 12
第二章 文獻回顧與評析 15
2.1跨境電子商務文獻探討 15
2.2跨境電子商務影響因素 16
2.3關鍵成功因素分析 18
2.4研究方法相關文獻 18
2.5綜合評析 19
第三章 研究方法與問卷 21
3.1研究方法採用理由 21
3.2層級分析法之介紹 21
3.3層級分析法計算步驟 23
3.4問卷設計與對象調查 25
第四章 實證分析與討論 27
4.1整體問卷調查敘述統計分析 27
4.2整體評估分析 29
4.2.1評估構面之權重分析 29
4.2.2評估準則之權重分析 30
4.2.3評估方案之權重分析 33
4.3分群評估分析 33
4.3.1評估構面之權重分析 33
4.3.2評估準則之權重分析 34
4.3.3評估方案之權重分析 36
4.4綜合討論 37
4.4.1評估構面層權重分析 37
4.4.2評估準則層權重分析 38
4.4.3評估方案層權重分析 40
第五章 結論與建議 41
5.1結論 41
5.2建議 42
參考文獻 43
附件「跨境電子商務平臺關鍵成功因素之問卷調查」 47

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