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題名 以顧客主導邏輯輔助區塊鏈數位生態系統之利害關係人價值結構設計
Value Configuration of Blockchain-based Digital Ecosystem Stakeholders: A Customer Dominant Logic Perspective
作者 江柏緯
Chiang, Po-Wei
貢獻者 苑守慈
Yuan, Soe-Tysr
江柏緯
Chiang, Po-Wei
關鍵詞 區塊鏈生態系統
服務渴望度
服務創新度
利害關係人協議
Destination
Service desirability
Service disruption
Stakeholder consensus
Blockchain-based ecosystem
日期 2017
上傳時間 28-Aug-2017 11:26:36 (UTC+8)
摘要 在後數位化時代，有無數的數位服務生態圈在爭奪著有限的市場。而要贏得這場競爭最好的方式就是遵照服務設計的理論來滿足顧客的渴望。本研究期望運用科技化的輔助方式來幫助服務設計者建立一個以顧客主導邏輯為基礎的區塊鏈服務生態系統。在這個方法裡面，我們必須要解譯服務設計者的服務價值主張，並且找出與之相關的價值活動來作為之後服務設計的樣本。最後透過服務渴望度、創新度以及利害關係人認可程度三個面向來衡量整個價值結構設計是否可行並有發展潛力。
In the post-digital era, there are countless digital ecosystems to fight for the limited market share. Using service design theory to fulfill customers’ desire is the best way to win the competence. This paper proposes a technology facilitating approach to help service designers configure their blockchain-based service ecosystem with customer-dominate logic. We rephrase the service value proposition inputted by service designers and filtering related value activities as the model of designed ecosystem. To make the decentralized ecosystem become a destination, we have to examine the value configuration from three different perspectives which are desirability, disruption, and consensus. These three dimensions provide service designers with a method that can help assess if a configuration is making sense or not. After all, this paper is aimed to support service designers to create a digital destination ecosystem by recommending activities and evaluating score of ecosystem configuration.
參考文獻 Abedi, G., Ebadattalab, I., & Rostami, F. (2012). Analyzing quality gap of nursing services in the selective academic hospitals. International Journal of Collaborative Research on Internal Medicine & Public Health, 4(10), 1809-1815.
Afthinos, Y., Theodorakis, N. D., & Nassis, P. (2005). Customers’ expectations of service in Greek fitness centers: Gender, age, type of sport center, and motivation differences. Managing Service Quality: An International Journal, 15(3), 245-258.
Ahmed, Z. U. (1991). The influence of the components of a state`s tourist image on product positioning strategy. Tourism management, 12(4), 331-340.
Andersson, P. (2010). A customer-dominant logic of service. Journal of Service Management, 21(4), 531-548.
Buhalis, D. (2000). Marketing the competitive destination of the future. Tourism management, 21(1), 97-116.
Cooper, C. (2008). Tourism: Principles and practice. Pearson education.
Council, D. (2005). The ‘double diamond’design process model. Design Council.
Chou, C. Y., & Yuan, S. T. (2015). Service-driven social community and its relation to well-being. The Service Industries Journal, 35(7-8), 368-387.
Goldstein, S. M., Johnston, R., Duffy, J., & Rao, J. (2002). The service concept: the missing link in service design research? Journal of Operations management, 20(2), 121-134.
Heinonen, K., Strandvik, T., & Voima, P. (2013). Customer dominant value formation in service. European Business Review, 25(2), 104-123.
Heinonen, K., & Strandvik, T. (2015). Customer-dominant logic: foundations and implications. Journal of Services Marketing, 29(6/7), 472-484.
Horn, D., & Salvendy, G. (2006). Consumer‐based assessment of product creativity: A review and reappraisal. Human Factors and Ergonomics in Manufacturing & Service Industries, 16(2), 155-175.
Jia, H. M., Wang, Y., Ge, L., Shi, G., & Yao, S. (2012). Asymmetric Effects of Regulatory Focus on Expected Desirability and Feasibility of Embracing Self‐Service Technologies. Psychology & Marketing, 29(4), 209-225.
Kabeer, N. (1999). The conditions and consequences of choice: Reflections on the measurement of women`s empowerment (Vol. 108, pp. 1-58). Geneva: UNRISD.
Lusch, R. F., Vargo, S. L., & Tanniru, M. (2010). Service, value networks and learning. Journal of the academy of marketing science, 38(1), 19-31.
Moldovan, S., Goldenberg, J., & Chattopadhyay, A. (2011). The different roles of product originality and usefulness in generating word-of-mouth. International Journal of Research in Marketing, 28(2), 109-119.
Nenonen, S., Rasila, H., Junnonen, J. M., & Kärnä, S. (2008). Customer Journey–a method to investigate user experience. In Proceedings of the Euro FM Conference Manchester (pp. 54-63).
Rosenthal, E. C. (2006). The era of choice: the ability to choose and its transformation of contemporary life. Mit Press.
Scott, D. R., Schewl, C. D., & Frederick, D. G. (1978). A multi-brand/multi-attribute model of tourist state choice. Journal of Travel Research, 17(1), 23-29.
Shostack, G. L. (1984). HBR.
Swan, M. (2015). Blockchain: Blueprint for a new economy. " O`Reilly Media, Inc.".
Vargo, S. L., & Lusch, R. F. (2004). Evolving to a new dominant logic for marketing. Journal of marketing, 68(1), 1-17.
Vargo, S. L., & Lusch, R. F. (2008). From goods to service (s): Divergences and convergences of logics. Industrial Marketing Management, 37(3), 254-259.
Vargo, S. L., Wieland, H., & Akaka, M. A. (2015). Innovation through institutionalization: A service ecosystems perspective. Industrial Marketing Management, 44, 63-72.
Von Alan, R. H., March, S. T., Park, J., & Ram, S. (2004). Design science in information systems research. MIS quarterly, 28(1), 75-105.
Wright, A., & De Filippi, P. (2015). Decentralized blockchain technology and the rise of lex cryptographia. Available at SSRN 2580664.
描述 碩士
國立政治大學
資訊管理學系
104356026
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0104356026
資料類型 thesis
dc.contributor.advisor 苑守慈zh_TW
dc.contributor.advisor Yuan, Soe-Tysren_US
dc.contributor.author (Authors) 江柏緯zh_TW
dc.contributor.author (Authors) Chiang, Po-Weien_US
dc.creator (作者) 江柏緯zh_TW
dc.creator (作者) Chiang, Po-Weien_US
dc.date (日期) 2017en_US
dc.date.accessioned 28-Aug-2017 11:26:36 (UTC+8)-
dc.date.available 28-Aug-2017 11:26:36 (UTC+8)-
dc.date.issued (上傳時間) 28-Aug-2017 11:26:36 (UTC+8)-
dc.identifier (Other Identifiers) G0104356026en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/112158-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 資訊管理學系zh_TW
dc.description (描述) 104356026zh_TW
dc.description.abstract (摘要) 在後數位化時代，有無數的數位服務生態圈在爭奪著有限的市場。而要贏得這場競爭最好的方式就是遵照服務設計的理論來滿足顧客的渴望。本研究期望運用科技化的輔助方式來幫助服務設計者建立一個以顧客主導邏輯為基礎的區塊鏈服務生態系統。在這個方法裡面，我們必須要解譯服務設計者的服務價值主張，並且找出與之相關的價值活動來作為之後服務設計的樣本。最後透過服務渴望度、創新度以及利害關係人認可程度三個面向來衡量整個價值結構設計是否可行並有發展潛力。zh_TW
dc.description.abstract (摘要) In the post-digital era, there are countless digital ecosystems to fight for the limited market share. Using service design theory to fulfill customers’ desire is the best way to win the competence. This paper proposes a technology facilitating approach to help service designers configure their blockchain-based service ecosystem with customer-dominate logic. We rephrase the service value proposition inputted by service designers and filtering related value activities as the model of designed ecosystem. To make the decentralized ecosystem become a destination, we have to examine the value configuration from three different perspectives which are desirability, disruption, and consensus. These three dimensions provide service designers with a method that can help assess if a configuration is making sense or not. After all, this paper is aimed to support service designers to create a digital destination ecosystem by recommending activities and evaluating score of ecosystem configuration.en_US
dc.description.tableofcontents Chapter 1 Introduction 1
1.1 Background and Motivation 1
1.2 Research Question 2
1.3 Research method 4
1.4 Purpose and contribution 5
1.5 Content Organization 5
Chapter 2 Literature Review 7
2.1 Service design tools 7
2.1.1 Empathy map 7
2.1.2 Customer journey 8
2.1.3 Service blueprint 8
2.2 Destination 9
2.2.1 Digital destination 9
2.3 Blockchain technology 10
2.3.1 Smart property 11
2.3.2 Smart contract 11
Chapter 3 D3 Accelerator Project 13
3.1 Conceptual framework of D3 Accelerator 13
3.2 System architecture of D3 accelerator 15
3.3 The system flow of D3 accelerator 16
Chapter 4 Methodology 19
4.1 Conceptual framework 19
4.2 System Architecture 22
4.3 Value activities analysis module 25
4.4 Stakeholder puzzling module 29
4.5 Consensus measurement module 34
Chapter 5 Application and Scenario 38
Chapter 6 Evaluation 45
6.1 Propositions 45
6.2 Assumptions 46
6.3 Questionnaire Design 46
6.4 Case Study of Experiment 48
6.5 Measurements and Data Collection 49
6.5.1 Verification of Disruption 50
6.5.2 Verification of Desirability 52
6.5.3 Verification of Consensus level 55
6.5.4 Verification of Propositions 56
6.6 Findings and Discussion 59
Chapter 7 Conclusion 61
7.1 Contributions 61
7.2 Managerial Implications 62
7.3 Limitations and Future Works 63
Reference 64
Appendix A - Questionnaire 67
Appendix B – Questionnaire result of Disruption 68
Appendix C – Questionnaire result of Desirability 71
Appendix D – Questionnaire result of Consensus Level 74
Appendix E – Questionnaire result for PLS analysis 77		zh_TW
dc.format.extent 3043798 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0104356026en_US
dc.subject (關鍵詞) 區塊鏈生態系統zh_TW
dc.subject (關鍵詞) 服務渴望度zh_TW
dc.subject (關鍵詞) 服務創新度zh_TW
dc.subject (關鍵詞) 利害關係人協議zh_TW
dc.subject (關鍵詞) Destinationen_US
dc.subject (關鍵詞) Service desirabilityen_US
dc.subject (關鍵詞) Service disruptionen_US
dc.subject (關鍵詞) Stakeholder consensusen_US
dc.subject (關鍵詞) Blockchain-based ecosystemen_US
dc.title (題名) 以顧客主導邏輯輔助區塊鏈數位生態系統之利害關係人價值結構設計zh_TW
dc.title (題名) Value Configuration of Blockchain-based Digital Ecosystem Stakeholders: A Customer Dominant Logic Perspectiveen_US
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) Abedi, G., Ebadattalab, I., & Rostami, F. (2012). Analyzing quality gap of nursing services in the selective academic hospitals. International Journal of Collaborative Research on Internal Medicine & Public Health, 4(10), 1809-1815.
Afthinos, Y., Theodorakis, N. D., & Nassis, P. (2005). Customers’ expectations of service in Greek fitness centers: Gender, age, type of sport center, and motivation differences. Managing Service Quality: An International Journal, 15(3), 245-258.
Ahmed, Z. U. (1991). The influence of the components of a state`s tourist image on product positioning strategy. Tourism management, 12(4), 331-340.
Andersson, P. (2010). A customer-dominant logic of service. Journal of Service Management, 21(4), 531-548.
Buhalis, D. (2000). Marketing the competitive destination of the future. Tourism management, 21(1), 97-116.
Cooper, C. (2008). Tourism: Principles and practice. Pearson education.
Council, D. (2005). The ‘double diamond’design process model. Design Council.
Chou, C. Y., & Yuan, S. T. (2015). Service-driven social community and its relation to well-being. The Service Industries Journal, 35(7-8), 368-387.
Goldstein, S. M., Johnston, R., Duffy, J., & Rao, J. (2002). The service concept: the missing link in service design research? Journal of Operations management, 20(2), 121-134.
Heinonen, K., Strandvik, T., & Voima, P. (2013). Customer dominant value formation in service. European Business Review, 25(2), 104-123.
Heinonen, K., & Strandvik, T. (2015). Customer-dominant logic: foundations and implications. Journal of Services Marketing, 29(6/7), 472-484.
Horn, D., & Salvendy, G. (2006). Consumer‐based assessment of product creativity: A review and reappraisal. Human Factors and Ergonomics in Manufacturing & Service Industries, 16(2), 155-175.
Jia, H. M., Wang, Y., Ge, L., Shi, G., & Yao, S. (2012). Asymmetric Effects of Regulatory Focus on Expected Desirability and Feasibility of Embracing Self‐Service Technologies. Psychology & Marketing, 29(4), 209-225.
Kabeer, N. (1999). The conditions and consequences of choice: Reflections on the measurement of women`s empowerment (Vol. 108, pp. 1-58). Geneva: UNRISD.
Lusch, R. F., Vargo, S. L., & Tanniru, M. (2010). Service, value networks and learning. Journal of the academy of marketing science, 38(1), 19-31.
Moldovan, S., Goldenberg, J., & Chattopadhyay, A. (2011). The different roles of product originality and usefulness in generating word-of-mouth. International Journal of Research in Marketing, 28(2), 109-119.
Nenonen, S., Rasila, H., Junnonen, J. M., & Kärnä, S. (2008). Customer Journey–a method to investigate user experience. In Proceedings of the Euro FM Conference Manchester (pp. 54-63).
Rosenthal, E. C. (2006). The era of choice: the ability to choose and its transformation of contemporary life. Mit Press.
Scott, D. R., Schewl, C. D., & Frederick, D. G. (1978). A multi-brand/multi-attribute model of tourist state choice. Journal of Travel Research, 17(1), 23-29.
Shostack, G. L. (1984). HBR.
Swan, M. (2015). Blockchain: Blueprint for a new economy. " O`Reilly Media, Inc.".
Vargo, S. L., & Lusch, R. F. (2004). Evolving to a new dominant logic for marketing. Journal of marketing, 68(1), 1-17.
Vargo, S. L., & Lusch, R. F. (2008). From goods to service (s): Divergences and convergences of logics. Industrial Marketing Management, 37(3), 254-259.
Vargo, S. L., Wieland, H., & Akaka, M. A. (2015). Innovation through institutionalization: A service ecosystems perspective. Industrial Marketing Management, 44, 63-72.
Von Alan, R. H., March, S. T., Park, J., & Ram, S. (2004). Design science in information systems research. MIS quarterly, 28(1), 75-105.
Wright, A., & De Filippi, P. (2015). Decentralized blockchain technology and the rise of lex cryptographia. Available at SSRN 2580664.		zh_TW