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研究生： 安迪亞
Gonzalez Salgado, Andrea Desiree
論文名稱： 以 PEECOC架構分析 Airbnb平台生態之交互作用
A PEECOC Framework to Analyze Interactions in the Airbnb Platform Ecosystem
指導教授： 謝英哲
Hsieh, Ying-Che
口試委員: 翁晶晶
Weng, Jing-Jing
林士平
Lim, Sirirat-Sae
學位類別： 碩士
Master
系所名稱： 科技管理學院 - 國際專業管理碩士班
International Master of Business Administration(IMBA)
論文出版年： 2017
畢業學年度： 105
語文別： 英文
論文頁數： 54
中文關鍵詞： 商業生態系統 、破壞性創新 、平台生態系統 、社區旅遊 、對等住宿
外文關鍵詞： community-based tourism, disruptive innovation, peer-to-peer accommodation, platform ecosystem, business ecosystem
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    ABSTRACT
    Several researches are conducted to the understanding of business strategies in order to adapt to their changing environments. Adopting wider approaches such as the ecosystem view helps businesses thrive and coevolve, in an era where innovation is key, it is eminent to understand that companies cannot be successful on their own. The ecosystems created by platforms gain growth rapidly and integrate several players to collaborate in the elaboration of its final product or service.
    The hospitality industry is not an exception and has seen itself disrupted by innovative business models and the shared economy. Airbnb, which provides peer-to-peer accommodation services, is a special case since it manages to encompass these theories as a part of its successful business strategy. All throughout the tourism and ecosystem literature, the importance of the interactions among actors in the ecosystem is evident.
    Given the significance of these interactions for the business strategies to develop successfully, these research aims to provide a framework that gives context and allows the analysis of the interactions amongst the different players. This framework can be used to study other ecosystems centered around disruptive innovations and understand the implications of them. These investigation has helped build the value created by involving collaborators and cooperators as a focal point in the business and aiming more attention to nurturing external resources in a business.

    TABLE OF CONTENTS 1. INTRODUCTION 1 1.1. RESEARCH BACKGROUND 1 1.2. THESIS STRUCTURE 3 2. LITERATURE ON PLATFORM ECOSYSTEMS 4 2.1. BUSINESS ECOSYSTEMS 4 2.2. BUSINESS MODEL DISRUPTIVE INNOVATION 9 2.3. PLATFORM BUSINESS ECOSYSTEMS 12 2.3.1. Network Effects 15 2.4. PEER-TO-PEER ACCOMODATION AND COLLABORATION THEORY 17 3. METHODOLOGY 20 3.1. CONCEPTUAL FRAMEWORK 20 3.2. RESEARCH OBJECTIVES 22 3.3. SELECTION OF RESEARCH METHOD 22 3.4. RESEARCH DESIGN 24 3.4.1. Archival data 25 3.4.2. Semi-structured interviews 25 4. AIRBNB CASE STUDY 32 4.1. ECOSYSTEM ANALYSIS 32 4.1.1. Core Business and Extended Business interactions 34 4.1.2. Extended Business Interactions 35 4.1.3. Extended Business and Ecosytem Interactions 36 4.1.4. Ecosystem Interactions 37 5. MECHANISMS 38 5.1. PEECOC 38 5.2. DISCUSSIONS 43 5.2.1. Adding the interactions to the business ecosystem view 43 5.2.2. PEECOC framework to understand interactions 44 6. CONCLUSIONS 45 6.1. COLLABORATION WITH THE THEORY 45 6.2. IMPLICATIONS AND FUTURE RESEARCH OPPORTUNITIES 47 7. REFERENCES 48 8. APPENDIX 51 LIST OF TABLES Table 1 The Business Ecosystem Lifecycle 6 Table 2. Interviewee Classification 26 Table 3. Semi-structured Interviews 30 Table 4 Different source data collection 32 LIST OF FIGURES Figure 1 The Disruptive Innovation Model 10 Figure 2 The Players in a Platform Ecosystem 14 Figure 3. Uber's Virtuous Cycle 17 Figure 4. Business Ecosystem Model 21 Figure 5. Conditions for Different Research Methods 23 Figure 6 Data Triangulation 31 Figure 7 Airbnb Ecosystem Including Interactions 34 Figure 8 PEECOC Mechanism 39 Figure 9 PEECOC Framework 40

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