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Our projections on e-commerce market growth and potential crises have been proven consistently accurate, standing the test of empirical facts.

E-commerce Domain

Types of e-Commerce (eC) Strategies

Analytical Framework and Strategic Applications of Google Analytics

About This Community

Founded in 1995

This community specializes in market research, user behavior, and strategic management analysis within the fields of e-commerce and strategy. It provides recommendations for both macro-level and micro-level strategic applications, along with integrated services and exchanges related to knowledge management.
It also presents chronicles of the predicted bubble economy and the development trajectory of the e-commerce market.

Since the emergence of e-commerce after 1995, this research community has simultaneously conducted systematic studies on both market and strategic dimensions. To date, it has carried out approximately one large-scale random survey annually in Taiwan, verifying the theories and predictions developed by the community.
It must be acknowledged that marketing strategy often becomes subjective and opinion-driven. Therefore, this research series emphasizes beginning with fundamental theoretical construction, including modeling from consumer demand behavior to develop the TX Adoption Model. This research series has become one of the best empirical applications validating this model.

Early Forecast of the Dot-Com Bubble

E-commerce became an instant phenomenon upon its emergence, attracting massive investments of talent and social resources. However, Professor Wu Tung-Hsiung independently proposed that research should focus on internet user behavior, developing a predictive model of e-commerce market growth based on a tanh-like adoption trend function, and publishing it within this research community.
In December 1999, National Chiao Tung University hosted the International Conference on Communication Technology. At the peak of the e-commerce boom, the prevailing message was: “Act now or it will be too late!” All participants urged governments, industry, and academia to invest resources immediately.
When Professor Wu took the stage, he opened with:
“I am the only one to step on the brake.”
His predictive model indicated a significant gap between supply and demand in e-commerce, suggesting an imminent crisis. This view drew skepticism, including criticism from an American professor, while only one graduate student expressed support.

During the Spring Break of 2000, while delivering a lecture in New Orleans, Professor Wu witnessed the outbreak of the Dot-Com Disaster and the global bubble economy collapse, remarking:
“See? I told you three months ago!”

Four Major Research Topics in E-commerce

Market Research: Demographics and behavioral characteristics of internet users in Taiwan
Forecasting: Future trends, timing of changes, and implications
Strategic Analysis: Consumer willingness, opportunities, and responses
Scientific Quality: Development of new methodologies for online market research

Classification of the E-commerce Domain

E-commerce can be divided into three categories:
Technical: Information security, transaction certification, communication technologies, and efficiency
Operational: Systems such as BA, ERP, e-commerce platforms, EDI, extending to SCM and CRM
Strategic:
Macro Strategy: Strategies within a region (e.g., Taiwan) or global socio-economic environment
Micro Strategy: Strategies for individual entities (organizations, enterprises, or individuals)
From a tool-oriented perspective:
Technical = development of tools
Operational = application of tools to implement systems
Strategic = why and how to use tools to achieve objectives

Types of E-commerce Strategic Indicators

Marketing strategies can be categorized into:

Macro Strategies: Regional or global-level strategies
Micro Strategies: Entity-level strategies within accessible environments
Macro strategies typically include user behavior, public/private sector policies, market forecasts, pricing, product planning, market barriers, digital divide, website presentation, and consumer behavior.

Challenges in E-commerce Market Research

Empirical and quantitative research in e-commerce strategy is becoming increasingly difficult due to two major challenges:
Methodological Challenges
Social changes (technology, privacy awareness, fraud issues)
Increased difficulty in sampling and data collection
Complexity in balancing retention (known customers) vs. acquisition (unknown customers)
Resource Constraints
Rapid increase in costs (labor, materials, funding) between 2000–2005

As a result, the threshold for macro-strategy research continues to rise.

Evolution of Analytical Tools

Before 2005, micro-level strategy research was also highly challenging. Although traffic-based analysis existed in the 1990s, limitations remained in:
Data coverage
Data access
Statistical methods
User interface design
In late 2005, Google acquired Urchin and launched Google Analytics, which, by 2009, had evolved into a powerful tool for strategic analysis due to its high data coverage and improved functionality. This evolution continued with the introduction of Universal Analytics in 2012, standardizing cross-platform tracking. Most recently, the platform underwent a fundamental paradigm shift with the launch of Google Analytics 4 (GA4) in 2020. Unlike its predecessors, GA4 prioritizes privacy-centric tracking and event-based modeling, replacing session-based data to provide deeper, AI-driven insights into the modern user journey.
Google Analytics is particularly suitable for micro-strategy analysis, which is often more directly relevant to organizations and enterprises.
While various traffic analysis tools exist, this discussion adopts a tool-independent perspective, allowing concepts to be applied across platforms.

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The“Silver Jay”Community

The Silver Jay symbolizes a Jay bridge across the vast Silver galaxy in traditional Chinese science fiction. In the modern digital era, it represents a bridge across the boundless internet, guiding optimal navigation strategies.
This community serves as an interactive learning platform for:
Doctoral courses: Internet and Communication Studies
Master’s courses: E-commerce and E-commerce Marketing Strategy
Other interested participants
It facilitates cross-class, cross-year interaction, knowledge exchange, collaborative learning, and the presentation of academic findings.

The community specializes in:
Internet usage development
Market forecasting
Consumer behavior
Product and pricing strategies
Decision support for public and private sectors
Due to the global nature of the internet, English (especially American English) is essential. Therefore, this platform also supports discussion and application of business English.

Participation and Interaction

This community showcases students’ learning outcomes and processes. Participants are encouraged to engage voluntarily in the discussion forum for mutual support and growth.
Visitors are also welcome to observe, provide feedback, and apply for membership to gain interactive access.