有鑑於網路購物市場之日漸發展，消費者消費型態有所改變，使得實體通路與虛擬通路間多有互動，故本文旨在建立一適當之理論模型，以探討實體通路與虛擬通路間競爭的情況，並進一步討論身處不同通路的廠商是否有跨入另一通路競爭的誘因。模型設定與比較部份，是利用Gayer and Shy(2003)的模型作為基本架構，探討在市場完全涵蓋與不完全涵蓋下虛擬通路與實體通路之競爭與整合。在結果方面，我們得出在市場完全涵蓋的情況下，不論是虛擬廠商或是實體廠商皆無誘因跨入另一通路競爭，這是由於市場完全涵蓋下，實體與虛擬通路彼此之需求會互相侵蝕之故；而在市場不完全涵蓋的情況下，我們得出迥異於市場完全涵蓋之結果，不論是虛擬廠商或是實體廠商皆樂於做虛實整合之決策，以獲取更大的市場份額及利潤。

The importance of the Internet as a marketplace has substantially grown over the past decade. More and more people buy from online store and are used to compare the price of the online shop with the traditional shop. So we wonder whether there’ll be more intensive competition in retail business. This paper provides a theoretical framework that analyzes the incentives for bricks-and-mortar firm and virtual firm to start a new store in the other channel. Besides, we also show the interaction between the two channels. Our results indicate that as long as the market is only partially-served , both of the bricks-and-mortar firm and the virtual firm have the incentives to start a new store in the other channel. Contrarily, when the market is fully-served, the dominant strategy of the two firms is both not to open a new store instead.

A. 中文部份
1.方文昌、汪志堅(2004)，《電子商務與網路行銷》，智高出版。
2.中華民國電子商務年鑑(2002-2005)。
3.資策會MIC電子商務環境整備及企業對個人電子商務推動計畫(2001)。
4.廖健宏(2003)，台灣B2C電子商務市場商品價格變動因素之探討-兼論虛擬市場與實體市 場間之整合，國立中央大學產業經濟研究所碩士論文。
5.謝清佳、吳琮璠(2003)，《資訊管理-理論與實務》(五版)，智勝文化出版。
B. 英文部份
1.Ancarani, F. and V. Shankar (2004), “Price levels and price dispersion within and across multiple retailer types:Further evidence and extension,” Journal of the Academy of Marketing Science, Vol. 32, No.2, pp. 176–187.
2.Brynjolfsson, E. and M. D. Smith (2000), “Frictionless commerce? A comparison of Internet and conventional retailers,” Management Science, Vol. 46, No.4, pp. 563-585.
3.Bakos, J. Y. , H. C. Lucas, W. Oh, S. Viswanathan, G. Simon , and B. Weber (2004), “The impact of electronic commerce on competition in the retail brokerage industry,” Working paper, Smith School of Business, University of Maryland, College Park, MD.
4.Gayer, A. and O. Shy (2003), “Internet and Peer-to-Peer Distributions in Markets for Digital Products,” Economics Letters, Vol. 81, pp. 197-203.
5.Hotelling, H. (1929), “Stability in Competition,” The Economic Journal, Vol. 39, No. 153, pp. 41-57.
6.Janssen, M. C. W. and R. V. D. Noll (2005), “ Internet Retailing as a Marketing Strategy, ” Tinbergen Institute Discussion Paper 038/1.
7.Kalakota, R. and A. B. Whinston (1996), Frontiers of Electronic Commerce, Addison-wesley Pub. Inc.
8.Viswanathan S. (2005), “Competing Across Technology-Differentiated Channels: The Impact of Network Externalities and Switching Costs,” Management Science., Vol. 51, No.3, pp. 483-496.