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題名 新興科技多元應用策略 — 以語音助理為例
A study of the dynamic development of emerging technologies — using AI virtual assistants as an example
作者 黃渝婷
Huang, Yu-Ting
貢獻者 尚孝純<br>李怡慧
Shang, Shari S. C.<br>Lee, Joyce Y.H.
黃渝婷
Huang, Yu-Ting
關鍵詞 新興科技
平台生態系
策略發展
虛擬語音助理
競合
競爭優勢
Emerging technology
Platform ecosystem
Strategic development
Virtual assistant
Coopetition
Competitive advantages
日期 2021
上傳時間 4-Aug-2021 14:47:27 (UTC+8)
摘要 新興科技無處不在，隨著時間的推移，新興科技持續變化且對未來擁有不確定性，再加上科技發展的速度之迅速，它改變了我們平常生活的方式，對我們產生了很大的影響。對於公司而言，能鞏固與提升競爭優勢，因此在新興技術上投入更多的精力已為普遍現象。新興科技相關研究多注重在技術、使用者互動、接受度或隱私安全層面，對於新興科技的多元策略發展與提供實際案例之研究較少。除了擁有最好的技術外，也必須擁有健全的生態系統。而與平台生態系統相關的文獻還不足以理解新興技術的策略發展。故本研究透過平台生態系統的角度，而將新興科技以人工智能虛擬語音助理為例，探討新興科技在應用策略上的多元發展。此外，我們認為有必要將策略發展以多元而非單一的方式作呈現。首先，我們使用在多個案例上進行內容分析之研究方法，並選擇幾個當今科技巨頭作為案例。其次，研究結果為每個科技巨頭的虛擬語音助理建立了平台生態系統，並分別整理並呈現出六個維度的策略發展，六個維度分別為：平台建構、技術、聯盟關係、互動、連接性（相容性）、支持語言。透過此，解釋每項虛擬語音助理的多元應用策略之發展再進而比較科技巨頭之間的策略發展。此外，我們發現平台生態系統之間與平台生態系統內部存在兩類競合策略。根據結果，我們注意到隨著時間的推移，科技巨頭在面對新興科技時秉持不同的態度，策略模式與定位。再者，我們在討論和結論章節中，回顧我們在分析虛擬語音助理策略發展時的發現。總體而言，本研究有助於讀者理解新興科技的多元策略發展，並能有效協助企業在開發新興技術時，能在做相對應的決策前能先分析我與他方的策略發展。另外，為研究人員提供新穎的途徑以了解新興科技之多元策略發展。
Emerging technology is ubiquitous that brings a prominent impact on the ways we live. Companies spend more effort on technology to strengthen competitive advantages. This study examines the strategic development of emerging technology using AI virtual assistants as an example through the perspective of the platform ecosystem. In addition, we argue that strategic development is necessary to be considered dynamic instead of static. First of all, using the methodology involves content analysis on multiple cases and selecting contemporary tech giants as cases. Second, the results establish the platform ecosystems for each tech giant’s virtual assistant and show the strategic development developed on six dimensions: Platform Construction, Technology, Alliance, Interaction, Connectivity (Compatibility), and Supported Languages; then, the comparison of strategic development for each virtual assistant is explained. Additionally, we find that there were two types of co-opetition strategies among and within platform ecosystems. According to results, we notice that tech giants uphold different attitudes and strategic patterns when facing emerging technology as time goes by. Third, we review what we find among exploring the strategic development for virtual assistants in the section of discussion and conclusion. Overall, this study helps readers comprehend the dynamic strategic development of emerging technology and supports companies in developing emerging technology when making decisions. Besides, give an avenue for researchers to explore strategic development.
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描述 碩士
國立政治大學
資訊管理學系
108356012
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0108356012
資料類型 thesis
dc.contributor.advisor 尚孝純<br>李怡慧zh_TW
dc.contributor.advisor Shang, Shari S. C.<br>Lee, Joyce Y.H.en_US
dc.contributor.author (Authors) 黃渝婷zh_TW
dc.contributor.author (Authors) Huang, Yu-Tingen_US
dc.creator (作者) 黃渝婷zh_TW
dc.creator (作者) Huang, Yu-Tingen_US
dc.date (日期) 2021en_US
dc.date.accessioned 4-Aug-2021 14:47:27 (UTC+8)-
dc.date.available 4-Aug-2021 14:47:27 (UTC+8)-
dc.date.issued (上傳時間) 4-Aug-2021 14:47:27 (UTC+8)-
dc.identifier (Other Identifiers) G0108356012en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/136343-
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) 108356012zh_TW
dc.description.abstract (摘要) 新興科技無處不在，隨著時間的推移，新興科技持續變化且對未來擁有不確定性，再加上科技發展的速度之迅速，它改變了我們平常生活的方式，對我們產生了很大的影響。對於公司而言，能鞏固與提升競爭優勢，因此在新興技術上投入更多的精力已為普遍現象。新興科技相關研究多注重在技術、使用者互動、接受度或隱私安全層面，對於新興科技的多元策略發展與提供實際案例之研究較少。除了擁有最好的技術外，也必須擁有健全的生態系統。而與平台生態系統相關的文獻還不足以理解新興技術的策略發展。故本研究透過平台生態系統的角度，而將新興科技以人工智能虛擬語音助理為例，探討新興科技在應用策略上的多元發展。此外，我們認為有必要將策略發展以多元而非單一的方式作呈現。首先，我們使用在多個案例上進行內容分析之研究方法，並選擇幾個當今科技巨頭作為案例。其次，研究結果為每個科技巨頭的虛擬語音助理建立了平台生態系統，並分別整理並呈現出六個維度的策略發展，六個維度分別為：平台建構、技術、聯盟關係、互動、連接性（相容性）、支持語言。透過此，解釋每項虛擬語音助理的多元應用策略之發展再進而比較科技巨頭之間的策略發展。此外，我們發現平台生態系統之間與平台生態系統內部存在兩類競合策略。根據結果，我們注意到隨著時間的推移，科技巨頭在面對新興科技時秉持不同的態度，策略模式與定位。再者，我們在討論和結論章節中，回顧我們在分析虛擬語音助理策略發展時的發現。總體而言，本研究有助於讀者理解新興科技的多元策略發展，並能有效協助企業在開發新興技術時，能在做相對應的決策前能先分析我與他方的策略發展。另外，為研究人員提供新穎的途徑以了解新興科技之多元策略發展。zh_TW
dc.description.abstract (摘要) Emerging technology is ubiquitous that brings a prominent impact on the ways we live. Companies spend more effort on technology to strengthen competitive advantages. This study examines the strategic development of emerging technology using AI virtual assistants as an example through the perspective of the platform ecosystem. In addition, we argue that strategic development is necessary to be considered dynamic instead of static. First of all, using the methodology involves content analysis on multiple cases and selecting contemporary tech giants as cases. Second, the results establish the platform ecosystems for each tech giant’s virtual assistant and show the strategic development developed on six dimensions: Platform Construction, Technology, Alliance, Interaction, Connectivity (Compatibility), and Supported Languages; then, the comparison of strategic development for each virtual assistant is explained. Additionally, we find that there were two types of co-opetition strategies among and within platform ecosystems. According to results, we notice that tech giants uphold different attitudes and strategic patterns when facing emerging technology as time goes by. Third, we review what we find among exploring the strategic development for virtual assistants in the section of discussion and conclusion. Overall, this study helps readers comprehend the dynamic strategic development of emerging technology and supports companies in developing emerging technology when making decisions. Besides, give an avenue for researchers to explore strategic development.en_US
dc.description.tableofcontents Acknowledgment 2
摘要 3
Abstract 4
Table of Contents 5
List of Tables 7
List of Figures 8

1.Introduction 9
1.1 Research motivation and purposes 9
1.2 Research question 12

2.Literature Review 14
2.1 Emerging Technology 14
2.2 AI virtual assistant as an Emerging Technology 15
2.3 Platform Ecosystem 17
2.3.1 Business Ecosystem 17
2.3.2 Platform Ecosystem and Coopetition Strategies 18

3.Research Method 25
3.1 Case Selection 25
3.2 Data Collection 25
3.3 Data Analysis 26

4.Research Results 29
4.1 Alexa 29
4.2 Siri 33
4.3 Google Assistant 36
4.4 Cortana 39
4.5 Duer 42
4.6 Five cases summary and comparison 45

5.Discussion and Conclusion 54
5.1 Discussion 54
5.2 Conclusion and Future research 56

Reference 58

Appendix A. The aspect of sources of data 68
Appendix B. Summary table for virtual assistants 71

[List of Tables]
Table 3-1. Statistics of sources of data 26
Table 4-1. Alexa’s strategic development 32
Table 4-2. Siri’s strategic development 35
Table 4-3. Google Assistant’s strategic development 38
Table 4-4. Cortana’s strategic development 41
Table 4-5. Duer’s strategic development 44
Table 4-6. Summary table for platform construction’s strategic development 45
Table 4-7. Summary table for technology’s strategic development 47
Table 4-8. Summary table for alliance’s strategic development 48
Table 4-9. Summary table for interaction’s strategic development 51
Table 4-10. Summary table for connectivity’s strategic development 52
Table 4-11. Summary table for language’s strategic development 53
Table 4-12. Summary title for each company 53
Table 5-1. The motivations why using these virtual assistants 54
Table 5-2. The capability advantages of the virtual assistants 55

[List of Figures]
Figure 2-1. The players in a platform ecosystem 20
Figure 3-1. The actors` relationship in a platform ecosystem 27
Figure 3-2. Platform ecosystem relationship based on the horizontal strategy 27
Figure 3-3. Platform ecosystem relationship based on the vertical strategy 28
Figure 4-1. Alexa’s platform ecosystem 31
Figure 4-2. Siri’s platform ecosystem 34
Figure 4-3. Google Assistant’s platform ecosystem 37
Figure 4-4. Cortana’s platform ecosystem 40
Figure 4-5. Duer’s platform ecosystem 43
Figure 4-6. Co-opetition in the platform ecosystem 47
Figure 4-7. Horizontal co-opetition strategy (Platform interoperability) 49
Figure 4-8. Horizontal co-opetition strategy (Interoperability of producers’ offerings) 50		zh_TW
dc.format.extent 7361997 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0108356012en_US
dc.subject (關鍵詞) 新興科技zh_TW
dc.subject (關鍵詞) 平台生態系zh_TW
dc.subject (關鍵詞) 策略發展zh_TW
dc.subject (關鍵詞) 虛擬語音助理zh_TW
dc.subject (關鍵詞) 競合zh_TW
dc.subject (關鍵詞) 競爭優勢zh_TW
dc.subject (關鍵詞) Emerging technologyen_US
dc.subject (關鍵詞) Platform ecosystemen_US
dc.subject (關鍵詞) Strategic developmenten_US
dc.subject (關鍵詞) Virtual assistanten_US
dc.subject (關鍵詞) Coopetitionen_US
dc.subject (關鍵詞) Competitive advantagesen_US
dc.title (題名) 新興科技多元應用策略 — 以語音助理為例zh_TW
dc.title (題名) A study of the dynamic development of emerging technologies — using AI virtual assistants as an exampleen_US
dc.type (資料類型) thesisen_US
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dc.identifier.doi (DOI) 10.6814/NCCU202100854en_US