電子商務研究智慧結構之演變－－作者共引文分析的應用

Evolution of the Intellectual Structure of Electronic Commerce Research: An Author Co-citation Analysis

本研究之目的為呈現內含在電子商務研究文獻智慧結構之演變。本研究以作者共引文分析與社會網絡分析技術為研究方法；以1996年至2008年發表在SSCI及SCI期刊有關電子商務議題的研究文獻為對象，共計分析了1,794篇論文及其37,101筆參考文獻資料。研究結果顯示當代電子商務研究呈現五個主要研究趨勢：電子商務之消費者行為、資訊科技與電子市集、電子商務推薦系統、電子資料交換實行及電子市場之自我服務與顧客滿意度。儘管有大量研究出現在電子商務領域，相關研究之文獻卻未受到應有的重視；本研究提出一個可以讓學術界及實務界更了解電子商務研究發展趨勢之方法；此方法可描繪出當代電子商務研究領域的重要主題及闡明其研究領域的發展及變化。

The purpose of this study is to explore and discuss the evolution of intellectual structure of electronic commerce research. Author co-citation analysis and social network analysis are used to trace the developmental path of electronic commerce research. The study analyzed 37, 101 citations from 1, 794 articles published in SSCI and SCI journals in the area of electronic commerce between 1996 and 2008, this study maps the knowledge network of electronic commerce studies. The results of this study suggest that contemporary electronic commerce research is organized along different concentrations of interest: consumer behaviors in electronic commerce, information technology and marketplaces, recommender systems in electronic commerce, implementation of electronic data interchange, e-satisfaction and self-service technology. The intellectual structure of electronic commerce literature has received little attention in spite of the fact that a significant number of studies have been done on electronic commerce. This study exposes researchers to a new way of profiling knowledge networks and their relationships the area of electronic commerce, thereby helping academia and practitioners better understand contemporary electronic commerce studies.