台灣零售市場已經進入數位化的時代，面對電子零售發展的崛起，各行各業無可避免地進入電子商務的市場，而台灣網路零售業如何越來越競爭的市場中生存和發展，為企業創造營收，此研究認為服務創新為其要素，並假設顧客參與、商業夥伴合作與員工投入對網路零售發展服務創新具有調節作用。本研究致力於探討引導台灣電子零售產業服務創新發展的關鍵調節變項，從過往學者的研究中的得知的獨立變數如:資源流動性、資源整合、資源密度（資源特性），假設其調節變項為顧客參與、商業夥伴合作與員工參與度，檢視各變項經調節後對公司的市場和盈利表現產生的影響。此研究採用問卷設計與統計分析，結果顯示資源特性（流動性、整合性、密度）對公司績效表現有正向影響，且顧客參與、商業夥伴合作、員工參與度對資源特性與公司績效表現的關係有正向調節作用，本研究因此能給予企業發展及製作服務創新程序時提供參考依據。

Taiwanese retailing industry is entering the digital era. E-retailing is growing rapidly. Many of retailers cannot help coming after this digital trend. How could Taiwanese retailer grab this trend in order to stand out in this growing market? Further create profit for companies. This research considers service innovation to be a focal factor in contributing to the firm performance. It also proposes that the relationship between service innovation and the firm performance is positively moderated by customer involvement, business partner collaboration, and employment participation in the multi-actor e-tailing ecosystem. Based on the survey research and statistical analysis, the findings first of all, support the positive association between service innovation, through resource liquefication, resource density and resource integration, and the firm performance. Next, the results also indicate that with the interactions between customer involvement, business partner collaboration, and employee participation, service innovation can pose stronger positive impact on the firm performance. This research therefore provides theoretical and managerial implications for e-tailing businesses in Taiwan.

論文審定書 i
摘要 ii
Abstract iii
List of Figures vi
List of Tables vii
Chapter 1 :Introduction 1
1.1. Research Background 1
1.2. Research Gaps 2
1.3. Research Objectives and Questions 2
1.4. Research Contexts 3
Chapter 2 : Literature Review 4
2.1. Service Innovation and Firm Performance 4
2.2. Multi-actor Service Ecosystem 8
Chapter 3 : Research Methodology 12
3.1. Research Design 12
3.2. Data Collection 12
3.2.1. Data Sources 12
3.2.2. Population and Sampling 12
3.2.3. Questionnaire Design and Pre-testing 13
3.2.4. Respondent Profile 15
3.2.5. Operational Variables and Measures 15
3.3. Data Analysis 21
Chapter 4 : Research Findings 22
4.1. Confirmatory Factor Analysis 22
4.2. Descriptive Statistics on Samples 26
4.3. Hypotheses Testing 27
Chapter 5 : Discussion and Conclusion 28
5.1. Theoretical Implications 28
5.2. Managerial Implications 30
5.3. Limitation and Future Research Directions 31
Appendix 1: Survey Questions with Item Codes 32
Appendix 2: Online Survey Questions in Chinese 37
References 40

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