藉由運籌的快速發展以及互聯網科技的進步，讓商務活動得以Internet 為基礎進行區域整合。以出版產業為例，金石堂網路書店整合跨境電商與跨境店配物流服務，提供香港消費者在台灣網站購書，香港OK 便利店取貨的服務，不但是台灣經營跨境電商的重要個案，同時也顯示以互聯網為基礎的國際化佈局，已經是台灣出版通路最關心的產業發展課題。當網路零售商進行跨國交易時，如何快速理解不同地區消費者的行為特徵，並避免在跨國整合後勤支援活動中發生供應鏈斷鏈，將會是跨境電商重要的管理課題。本文以金石堂網路書店為研究個案，首先以因素分析技術與劇變模型描述香港地區消費者的消費行為特徵；其次則是導入反脆弱的觀點並藉由模糊認知圖與敏感度模式等分析技術，建構研究個案從事跨境電商商務活動時相關風險管理的評估架構。本計畫的研究結果將可以提供國內電商業者從事跨境經營時重要的參考依據。 The internet represents a growing and huge market and the development of e-commerce is an efficient business model which enables new relationship between consumers and suppliers. Recently, the cross-border e-commerce is obviously becoming a noticeable market. In Taiwan, Kingstone.com provide a new service for Hong Kong's readers: online shopping through website and pick-up goods in convenience store in Hong Kong. Risk management is regarded as the important issue in cross-border e-commerce, it is no doubt if managers could capture the consumers' feature and focus on the management risk issue, it will increase the competitiveness of enterprises. In this study, we are concerned about Kingstone.com's cross-border e-commerce activities. The objective of this study is to explore the consumer's behavior by butterfly catastrophe model, and develop an evaluation model and discuss the risk of cross-border e-commerce activities via the Fuzzy Cognitive Map (FCM) and Sensitivity Model (SM). The results obtained in this study can be used to help the manager formulate strategies and reduce the risks proactively as well.
