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題名 行動會員卡在B2B2C商業模式中的創新擴散歷程: 以Perkd為個案研究
The innovation diffusion process of mobile membership card in B2B2C business model: a case study of Perkd作者 余文鈞
Yu, Wen-Chun貢獻者 鄭至甫
Jeng, Jyh-Fu
余文鈞
Yu, Wen-Chun關鍵詞 創新擴散理論
行動數位會員卡
組織創新
組創新決策與執行
Innovation diffusion theory
Mobile digital membership card
Organizational innovation
Group innovation decision-making and execution日期 2021 上傳時間 2-Mar-2021 14:53:04 (UTC+8) 摘要 在企業數位轉型的趨勢下，越來越多企業組織選擇導入數位會員卡來經營顧客關係，藉此提升會員的體驗與忠誠，創造持續化的營收。在眾多數位會員卡服務中，企業如何挑選與認同。同時在導入企業組織後，如何執行與落實，讓行動數位會員卡可以切實獲得顧客接受，提升對企業的忠誠，進而回饋到企業營收表現，是本研究想探究的課題。近年創新擴散理論，越來越多應用在組織與個人的科技採納行為上，大多是在創新擴散階段的前半段，如[認知]、[說服]兩個個階段，都有不少文獻在進行探究。但一個科技工具的價值，在於採用後對於利害關係人與場域使用者的體驗和價值是否與採用前有所提升。其關鍵在於創新擴散階段的中後段，[決策]和[實行]。故本研究以創新擴散模型為基礎，探討行動數位會員卡在B2B2C商業模式的創新擴散歷程，以行動數位會員卡公司-Perkd為例，探討個案公司-湛盧咖啡，在導入數位會員卡-Perkd服務後，在既有工作流程與實務場域推廣新的數位會員卡遇到甚麼阻礙，最後Perkd如何與湛盧咖啡協作，根據創新阻礙狀況，在數位會員卡導入後，透過怎樣的調適，以形成具有企業特色的創新服務，並獲取顧客認同，藉此增加回購提升營收。本研究發現與結論為：行動數位會員卡只是工具，會受人員、程式、環境與流程的影響，每個環節彼此緊扣，任一環節的不適都會形成對創新導入的阻礙，使得創新無法順利被員工與顧客順利採納。數位會員卡導入阻礙，需透過Perkd與個案企業共識的凝聚、執行的貫徹與彈性的人力等。藉由彼此協作與數據驅動，針對會員制度的衝擊、程式使用體驗、環境變因的影響及服務流程的轉變，進行調適。而調適後的成果，體現在個案企業顧客的會員活躍率與客單價，為營收帶來顯著的貢獻。
Under the trend of digital transformation, more and more companies introduced digital membership cards to manage customer relationships, thereby enhancing customer experience and loyalty, and creating sustainable revenue. The subjects of this research are – how do companies select and recognize from various digital membership card services? How to implement so that the mobile digital membership card can be effectively accepted by customers, enhance loyalty to the company, and then contribute revenue.In recent years, the theory of innovation diffusion has been increasingly applied to the scientific and technological adoption behaviors of organizations and individuals, mostly in the first half stage of the innovation diffusion, such as “cognition” and “persuasion”. There are many studies in field; however, the value of a technological tool is whether the experience and the value of the stakeholders will be improved after the adoption. The key lies in the middle and later stages of innovation diffusion, “decision-making” and “implementation”.Therefore, this research is based on the innovation diffusion model to explore the innovative diffusion process of mobile digital membership card in the B2B2C business model. Taking the mobile digital membership card company-Perkd as an example, the research studies Zhanlu Coffee’s introduction of digital membership card-Perkd, and explores its obstacles occurred in the application to existing workflow and workspace. Besides, the research discusses collaboration between Perkd and Zhanlu Coffee. According to the innovation obstacles, what adjustments should be made to provide innovative services while keeping companies characteristics and obtain customer recognition, increasing repurchase and revenue.The findings and conclusions of the research are: digital membership cards are only tools, which will be affected by personnel, programs, environment and processes. Each factors is closely linked, and the break of any link will form an obstacle to the introduction of innovation, making innovation unable to be successfully implemented, neither do employees and customers adoption. Obstacles to the introduction of digital membership cards require the cohesion of consensus between Perkd and the case company, solid implementation and flexible manpower. Therefore, with mutual collaboration and data-driven process, adjustments are made based on the impact of the membership system, program use experience, environment variables and the change of service processes. The results of the adjustment are positively reflected in the member active rate and customer unit price, which have brought significant contributions to revenue.參考文獻 王美雅、吳思華 （2011）。 從複雜理論觀點探索創新擴散的動態過程: 一個新概念擴散實驗。科技管理學刊，16（2），81-119。吳嘉慧 (2001)。顧客關係利益與忠誠度之探討─從資訊不對稱屬性分析。東吳大學企業管理研究所碩士論文。台灣博碩士論文知識加值系統。黃瑞琴（1991）。質的教育研究方法。台北：心理。歐陽瑜、許瑋元 (2017)。我國資訊科技採納與導入文獻回顧之趨勢分析(2000-2015)。臺大管理論叢，27（3），215-252。洪順慶﹙1995﹚。一對一獲取顧客終生價值。工商時報，33 版，12 月 21 日。洪順慶﹙1995﹚。關係行銷的觀念與應用。工商時報，33 版，12 月 21 日。藍嘉淑（2000）。圖片在國中生物科教學的角色及其對學生圖片理解之影響。 國立高雄師範大學科學教育研究所碩士論文。台灣博碩士論文知識加值系統。蕭瑞麟、廖啟旭、陳蕙芬 (2011)。越淮為枳：由組織作為分析跨情境科技採納。資訊管理學報，18（2），P131 - 160。蕭瑞麟 (2007)。不用數字的研究：鍛鍊深度思考力的質性研究。台灣：台灣培生教育出版。Berg, B. L. (2001). Qualitative Research Methods for the Social Sciences (4th ed.), Boston: Allyn and Bacon.Berry, L. L. (1983). Relationgship Marketing,in Berry,L.L.,Shostack,C.L.,and Upah,G.D.(ed.) Emerging Perspectives on Services Marketing, Chicago,IL: Amercian.Marketing Association, 25-28.Berry, L. L. (1995). Relationship Marketing of Services-Growing Interest, Emerging Perspectives. Journal of the Academy of Marketing Science, 23(4), 236-245.P, C.W., T, C.H., J, Sutanto., F, Magagna., L, Xianghua. (2014). Leveraging O2O Commerce for Product Promotion: An Empirical Investigation in Mainland China. Engineering Management, IEEE Transactions on, 61(4), 623-632.Egan, J., & Harker, M. (2005). Relationship Marketing: Sage.Google. ( 2013). http://think.withgoogle.com/mobileplanet/zh-tw/.Gronroos , C. (1990). Relationship Marketing: the Strategy Continuum. Academy of Marketing Science. Journal of Marketing, 23(4), 252-254.Gruen, T. W.(2000). Membership Customers and Relationship Marketing. In Sheth Jagdish. N. and Atul Parvatiyar, (Eds.), Handbook of Relationship Marketing, 355-380. United kingdom: Sage Pub. Ltd.Gummesson, E. (1996). Relationship Marketing and Imaginary Organizations: A Synthesis. European Journal of Marketing, 30(2), 31-44.Faqih, K. M. S., & Jaradat, M.-I. R. M. (2015). Assessing the moderating effect of gender differences and individualism-collectivism at individual-level on the adoption of mobile commerce technology: TAM3 perspective. Journal of Retailing and Consumer Services, 22, 37-52.Khalifa, M., Cheng, S. K., & Shen, K. N. (2012). Adoption of mobile commerce: A confidence model.Klein, K. J., & Sorra, J. S. (1996). The challenge of innovation implementation. Academy of Management Review, 21(4), 1055-1080.Kotler, P. (1997). Marketing Management: Analysis, planning, implementation, and control (9th Ed). David Borkowsky, NJ.Kotler, P., Armstrong, G., Saunders, J., Wong, V., Miquel, S., Bigne, E., et al. (2000). Introduccion al marketing: Prentice Hall.Kotler, P. (2001). Marketing Management: Analysis, planning, implementation, and control (11th Ed). Prentice Hall, NJ.Ko, E., Kim, E. Y., & Lee, E. K. (2009). Modeling consumer adoption of mobile shopping for fashion products in Korea. Psychology and Marketing, 26(7), 669-687.Meyer, A. D., & Goes, J. B. (1988). Organizational assimilation of innovations: A multilevel contextual analysis. Academy of Management Journal, 31(4), 897-923.Morgan, R. M. and Hunt , S. D. (1994). The Commitment-Trust Theory of Relationship Marketing. Journal of Marketing, 58(July), 20-38.Payne, A., Christopher, M., Peck, H., & Clark, M. (1998). Relationship Marketing For Competitive Advantage: Winning And Keeping Customers: Butterworth-Heinemann.Pichlak, M. (2016). The innovation adoption process: A multidimensional approach. Journal of Management & Organization, 22(4), 476-494.Pierce, J. L., & Delbecq, A. L. (1977). Organization structure, individual attitudes and innovation. Academy of Management Review, 2(1), 27-37.Premkumar, G., Ramamurthy, K. and Nilakanta, S., (1994) Implementation of electronic data interchange: an innovation diffusion perspective, Journal of Management Information Systems, 11(2), 157-187.Reichheld and W. Earl Sasser, Jr. (1990) Zero Defections: Quality Comes to Services. Harvard business review, 68(5), 105-11.Rogers, E. M. (1995). Diffusion of Innovations: New York: The Free Press.Shani, D. and Sujana, C. (1992). Exploiting Niches Using Relationship Marketing. The Journal of Services Marketing, 6(4), 43-52.San-Martín, S., Prodanova, J., & Jiménez, N. (2015). The impact of age in the generation of satisfaction and WOM in mobile shopping. Journal of Retailing and Consumer Services, 23(0), 1-8.T., Gruen, J., Summers, F., Acito. (2000). Relationship Marketing Activities, Commitment, and Membership Behaviors in Professional Associations. Journal of Marketing. 64(3), 34-49.Wang, F.-S., & Lai, G.-H. (2014). Empirical Study to Design Field Applications for O2O (Online to Offline) Business Model in Tourism with Mobile Computing and Cloud Service Supports. The Review of Economics and Business Management. 46(47), 193-197. 描述 碩士
國立政治大學
科技管理與智慧財產研究所
104364133資料來源 http://thesis.lib.nccu.edu.tw/record/#G0104364133 資料類型 thesis dc.contributor.advisor 鄭至甫 zh_TW dc.contributor.advisor Jeng, Jyh-Fu en_US dc.contributor.author (Authors) 余文鈞 zh_TW dc.contributor.author (Authors) Yu, Wen-Chun en_US dc.creator (作者) 余文鈞 zh_TW dc.creator (作者) Yu, Wen-Chun en_US dc.date (日期) 2021 en_US dc.date.accessioned 2-Mar-2021 14:53:04 (UTC+8) - dc.date.available 2-Mar-2021 14:53:04 (UTC+8) - dc.date.issued (上傳時間) 2-Mar-2021 14:53:04 (UTC+8) - dc.identifier (Other Identifiers) G0104364133 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/134189 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 科技管理與智慧財產研究所 zh_TW dc.description (描述) 104364133 zh_TW dc.description.abstract (摘要) 在企業數位轉型的趨勢下，越來越多企業組織選擇導入數位會員卡來經營顧客關係，藉此提升會員的體驗與忠誠，創造持續化的營收。在眾多數位會員卡服務中，企業如何挑選與認同。同時在導入企業組織後，如何執行與落實，讓行動數位會員卡可以切實獲得顧客接受，提升對企業的忠誠，進而回饋到企業營收表現，是本研究想探究的課題。近年創新擴散理論，越來越多應用在組織與個人的科技採納行為上，大多是在創新擴散階段的前半段，如[認知]、[說服]兩個個階段，都有不少文獻在進行探究。但一個科技工具的價值，在於採用後對於利害關係人與場域使用者的體驗和價值是否與採用前有所提升。其關鍵在於創新擴散階段的中後段，[決策]和[實行]。故本研究以創新擴散模型為基礎，探討行動數位會員卡在B2B2C商業模式的創新擴散歷程，以行動數位會員卡公司-Perkd為例，探討個案公司-湛盧咖啡，在導入數位會員卡-Perkd服務後，在既有工作流程與實務場域推廣新的數位會員卡遇到甚麼阻礙，最後Perkd如何與湛盧咖啡協作，根據創新阻礙狀況，在數位會員卡導入後，透過怎樣的調適，以形成具有企業特色的創新服務，並獲取顧客認同，藉此增加回購提升營收。本研究發現與結論為：行動數位會員卡只是工具，會受人員、程式、環境與流程的影響，每個環節彼此緊扣，任一環節的不適都會形成對創新導入的阻礙，使得創新無法順利被員工與顧客順利採納。數位會員卡導入阻礙，需透過Perkd與個案企業共識的凝聚、執行的貫徹與彈性的人力等。藉由彼此協作與數據驅動，針對會員制度的衝擊、程式使用體驗、環境變因的影響及服務流程的轉變，進行調適。而調適後的成果，體現在個案企業顧客的會員活躍率與客單價，為營收帶來顯著的貢獻。 zh_TW dc.description.abstract (摘要) Under the trend of digital transformation, more and more companies introduced digital membership cards to manage customer relationships, thereby enhancing customer experience and loyalty, and creating sustainable revenue. The subjects of this research are – how do companies select and recognize from various digital membership card services? How to implement so that the mobile digital membership card can be effectively accepted by customers, enhance loyalty to the company, and then contribute revenue.In recent years, the theory of innovation diffusion has been increasingly applied to the scientific and technological adoption behaviors of organizations and individuals, mostly in the first half stage of the innovation diffusion, such as “cognition” and “persuasion”. There are many studies in field; however, the value of a technological tool is whether the experience and the value of the stakeholders will be improved after the adoption. The key lies in the middle and later stages of innovation diffusion, “decision-making” and “implementation”.Therefore, this research is based on the innovation diffusion model to explore the innovative diffusion process of mobile digital membership card in the B2B2C business model. Taking the mobile digital membership card company-Perkd as an example, the research studies Zhanlu Coffee’s introduction of digital membership card-Perkd, and explores its obstacles occurred in the application to existing workflow and workspace. Besides, the research discusses collaboration between Perkd and Zhanlu Coffee. According to the innovation obstacles, what adjustments should be made to provide innovative services while keeping companies characteristics and obtain customer recognition, increasing repurchase and revenue.The findings and conclusions of the research are: digital membership cards are only tools, which will be affected by personnel, programs, environment and processes. Each factors is closely linked, and the break of any link will form an obstacle to the introduction of innovation, making innovation unable to be successfully implemented, neither do employees and customers adoption. Obstacles to the introduction of digital membership cards require the cohesion of consensus between Perkd and the case company, solid implementation and flexible manpower. Therefore, with mutual collaboration and data-driven process, adjustments are made based on the impact of the membership system, program use experience, environment variables and the change of service processes. The results of the adjustment are positively reflected in the member active rate and customer unit price, which have brought significant contributions to revenue. en_US dc.description.tableofcontents 中文摘要…………………………………………………………………..IAbstrac……………………………………………………………………II圖次………………………………………………………………….……IV表次……………………………………………………………….……..V第一章 緒論……………………………………………………………...1第一節 研究背景與動機……………………………………...…………1第二節 研究目的與問題……………………………………...…………2第三節 研究流程……………………………………………...…………5第二章 文獻回顧………………………………….……………………..7第一節 會員制度與關係行銷管理……………………………...………7第二節 行動商務與數位會員卡………………….……………...…..12第三節 創新擴散模型與組織創新…………….………………...…..16第三章 研究方法……………………………..…………………………20第一節 研究架構………………………………….…………...…..…20第二節 質性研究方法………………………………….……...……..23第三節 研究對象選擇………………………………….……...……..24第四節 研究資料蒐集及分析方式………………………....………..24第四章 案例分析…………………………………………………………29第一節 個案介紹…………………………………………......……..29第二節 競爭者分析…………………………………………....……..34第三節 Perkd數位會員卡導入企業之創新擴散歷程…………...…..39第四節 企業推廣Perkd數位會員卡之創新擴散歷程…………...…..45第五章 結論與建議………………………………………………………53第一節 討論與發現………………………………….…………...…..53第二節 研究結論……………………………….………………...…..57第三節 學術意涵與管理意涵……………………………….…...…..60第四節 研究限制與後續建議…………………………………....…..62參考文獻……………………………...……………………………..…63 zh_TW dc.format.extent 2929682 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0104364133 en_US dc.subject (關鍵詞) 創新擴散理論 zh_TW dc.subject (關鍵詞) 行動數位會員卡 zh_TW dc.subject (關鍵詞) 組織創新 zh_TW dc.subject (關鍵詞) 組創新決策與執行 zh_TW dc.subject (關鍵詞) Innovation diffusion theory en_US dc.subject (關鍵詞) Mobile digital membership card en_US dc.subject (關鍵詞) Organizational innovation en_US dc.subject (關鍵詞) Group innovation decision-making and execution en_US dc.title (題名) 行動會員卡在B2B2C商業模式中的創新擴散歷程: 以Perkd為個案研究 zh_TW dc.title (題名) The innovation diffusion process of mobile membership card in B2B2C business model: a case study of Perkd en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 王美雅、吳思華 （2011）。 從複雜理論觀點探索創新擴散的動態過程: 一個新概念擴散實驗。科技管理學刊，16（2），81-119。吳嘉慧 (2001)。顧客關係利益與忠誠度之探討─從資訊不對稱屬性分析。東吳大學企業管理研究所碩士論文。台灣博碩士論文知識加值系統。黃瑞琴（1991）。質的教育研究方法。台北：心理。歐陽瑜、許瑋元 (2017)。我國資訊科技採納與導入文獻回顧之趨勢分析(2000-2015)。臺大管理論叢，27（3），215-252。洪順慶﹙1995﹚。一對一獲取顧客終生價值。工商時報，33 版，12 月 21 日。洪順慶﹙1995﹚。關係行銷的觀念與應用。工商時報，33 版，12 月 21 日。藍嘉淑（2000）。圖片在國中生物科教學的角色及其對學生圖片理解之影響。 國立高雄師範大學科學教育研究所碩士論文。台灣博碩士論文知識加值系統。蕭瑞麟、廖啟旭、陳蕙芬 (2011)。越淮為枳：由組織作為分析跨情境科技採納。資訊管理學報，18（2），P131 - 160。蕭瑞麟 (2007)。不用數字的研究：鍛鍊深度思考力的質性研究。台灣：台灣培生教育出版。Berg, B. 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