本文主要為電子商務產業的調查研究，並從一個焦點企業與其假設的競爭對手的市場共同性以及資源相似性，所產生的競爭性之動態關係。本理論研究以決定性的因素分析開始，此因素包含數位媒體變革以及其在商業領域之後續效應。其次，以本產業的競爭力分析以提供電子商務及其決定性因素的初步呈現。本論文所使用的方法學研究過程稱為競爭者映射圖，以提高動機、擴展能力框架。這種方法形象化一個假設的競爭關係。並在此基礎下，建設某些特定與競爭關係相關的行為與假設。這項研究發現，具有較低市場的通用性和較低資源相似性的公司往往在競爭過程中可維持在一個適度的水平。此種公司通常會採取試圖進入新市場或增加目前市場上股票的營運決策或行動。在這項研究中，每個企業各自的對手皆佔據一個具有一定價值的市場，亦促進了同步合作和競爭(競合)的機會。

This paper is an investigation into the dynamic nature of the e-commerce industry and the competitive relationships derived from the determination of a focal firm’s market commonality and resource similarity with a given rival firm. This theoretical investigation is prefaced through a critical analysis of the factors that impacted the birth of the digital revolution and its subsequent effect(s) on commerce as a whole. This is then followed by a breakdown of the competitive forces at work in the industry presented in an attempt to provide a preliminary understanding of the nature of e-commerce and its determining factors. The methodological process used is called competitor mapping, and is an extension of the awareness-motivation-capability framework. This approach provides a visualization of a given competitive relationship, plot-able on a grid. Based on this plot-able position certain behaviours and assumptions about competitive relationships can be made. This study found that companies that are characterized by having low market commonality and low resource similarity tend to engage in competition at a moderate level. Strategic decisions or actions taken are typically in the form of trying to enter into new markets or increasing current market shares. In this study, each firm’s respective counterpart dominates a valued market, which elicits opportunity for simultaneous cooperation and competition (coopetition).

Abstract iii
1. Introduction 1
1.1 Background 1
1.2 Motivation 5
1.3 Research Questions 7
1.4 Research Goals 9
2. Literature Review 11
2.1 Strategic Competition in E-Commerce 11
2.2 Awareness – Motivation – Capability (AMC) 18
3. Methodology 25
3.1 Content Analysis 25
3.2 Theoretical Foundation 26
3.2.1 Awareness Motivation Capability Framework 26
3.2.2 Competitor Mapping 35
4. Data Analysis 38
4.1 Case Study Research 38
4.2 Calculations 41
4.3 Analysis of Competitive Dynamics (Awareness-Motivation-Capability) 46
4.4 Analysis of Competitor Mapping 49
4.4.1 Competitive Tensions between Amazon and Alibaba 54
4.4.2 Analysis of Amazon store on Alibaba’s Tmall (Coopetition) 60
5. Conclusion 62
5.1 Conclusion 62
5.2 Implications 65
5.3 Limitations 66
References 67

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