以暴露理論探討電子商務之長尾現象－－以數位相機為例

Investigation on Long Tail Phenomenon of E-commerce through Theory of Exposure-Using Digital Camera as an Example

長尾理論自問世以來，確實在產學界引發不小漣漪，不但創造商業模式的新思維，且滿足消費者接觸利基商品的機會，進而激發潛在的獨特需求。然而，消費市場的長尾曲線是否因電子商務的普及而變長變豐厚？長尾理論是否在國內的電子商務市場發酵？卻鮮少有相關實證研究分析探討。本研究選擇國內相機市場作為研究標的，分別檢視長尾理論與暴露理論是否在國內相機類電子商務市場中成立，經實證研究發現電子商務並未讓數位相機的長尾曲線變肥增厚，但暴露理論存在於數位相機交易市場中。

The theory of long tail since its inception indeed causes a considerable stir in the industry and among academia. It is not only to create new thinking of the business model, but also meets of consumer exposure to niche commodities, and thereby stimulate the potential of unique needs. This study, with the domestic camera market as a research object, views respectively whether the theory of long tail and the theory of exposure are established in the domestic camera e-commerce market or not, and explores the channel selection and natural monopoly and double jeopardy phenomenon. The study found that E-commerce did not let the long tail curve of digital cameras become thicker and the theory of exposure exists in the market of digital cameras.