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題名 促進中小企業創新之智慧型激勵故事生成
Towards motive driven story generation for encouraging SMEs Innovation
作者 邱芃瑋
Chiu, Peng Wei
貢獻者 苑守慈
Yuan, Soe Tysr
邱芃瑋
Chiu, Peng Wei
關鍵詞 服務創新
中小企業
動機
機率擴展有限狀態機
故事自動產生器
敘事廣告
Service Innovation
SME
Motivation
Probabilistic Extended FSM
Story Generator
Narrative Advertising
日期 2011
上傳時間 30-Oct-2012 11:21:27 (UTC+8)
摘要 面臨到現今社會的激烈競爭，服務創新是應付此環境變化的趨勢之一，但大部分台灣的中小企業主並不知道如何將服務創新實踐在他們的企業中。另一方面，大部分中小企業主並不清楚什麼是服務創新，即使知道服務創新可以改善他們的事業，也缺乏實踐的勇氣。因此，為了改善以上的情況，本篇論文的主旨是引用動機理論來建構小客製化的小故事廣告來激勵中小企業主，並讓他們明白服務創新的好處且有勇氣去實踐。為了達到這個目標，我們使用機率擴展有限狀態機(Probabilistic Extended FSM)作為實踐的方法，利用Dramatica的故事元素和十種創新類型的元素並以三幕劇來建構故事架構，在整合中小企業主的相關資料形成完整的激勵故事。從該激勵故事中，中小企業主可以得到一些啟示，改善岌岌可危的業務以實現他們心中的理想。
Service innovation is one of the tendencies to cope with the environmental change in the current fierce competition, but the most SMEs in Taiwan don’t know how to put service innovation into practice in their business. On the other hand, the most SMEs don’t know what service innovation is; however, even they know service innovation could rescue their poor business; they have no courage to do so. For these reasons which mentioned above, the aim of this research is to reference the motivation theory and try to generate the mini customized advertising-like to stimulate SMEs and let them know the advantage of service innovation and have confidence to do so. In order to achieve this goal, we use Probabilistic Extended FSM as the implementation approach to integrate the private information of our target SMEs with the story framework which is constituted by the three-act Structure including the Dramatica elements and the elements of ten types of innovation. By this kind of stimulating mini customized advertising-like story, the SMEs could get some enlightenment to ameliorate the precarious business to achieve the ideal of their mind.
參考文獻 [1] Atkinson, J.W. (1958). Towards experimental analysis of human motivation in terms of motives, expectancies, and incentives. Motives in fantasy, action and society, 288-305.
[2] Barber, H., & Kudenko, D. (2007). Dynamic generation of dilemma-based interactive narratives.
[3] Berry, L.L., Shankar, V., Parish, J.T., Cadwallader, S., & Dotzel, T. (2006). Creating new markets through service innovation. MIT Sloan Management Review, 47(2), 56.
[4] Boller, G.W. (1988). Narrative Advertisement: Stories about Consumption Experiences and Their Effects on Meanings about Products.
[5] Boyce, C., Neale, P., & International, Pathfinder. (2006). Conducting in-depth interviews: A guide for designing and conducting in-depth interviews for evaluation input: Pathfinder International.
[6] Boztepe, S. (2007). User value: Competing theories and models. International Journal of Design, 1(2), 55-63.
[7] Brown, T. (2009). Change by design: how design thinking transforms organizations and inspires innovation: HarperBusiness.
[8] Bruner, J. (1986). Actual minds, possible worlds: Harvard Univ Pr.
[9] Bruner, J. (1990). Act of meaning. Harvard University Prss, Cambridge, Mass.
[10] Cagan, J., & Vogel, C.M. (2002). Creating breakthrough products: innovation from product planning to program approval: FT Press.
[11] Celsi, R.L., & Olson, J.C. (1988). The role of involvement in attention and comprehension processes. Journal of consumer research, 210-224.
[12] Cheng, K.T., & Krishnakumar, AS. (1993). Automatic functional test generation using the extended finite state machine model.
[13] Colley, R.H. (1961). Defining advertising goals for measured advertising results: Association of National Advertisers.
[14] Correira, A. (1980). Computing story trees. Computational Linguistics, 6(3-4), 135-149.
[15] Cua, J., Ong, E., Manurung, R., & Pease, A. (2010). Representing story plans in SUMO.
[16] Czarnitzki, D., & Spielkamp, A. (2003). Business services in Germany: bridges for innovation. Service Industries Journal, 23(2), 1-30.
[17] Davis, F.D., Bagozzi, R.P., & Warshaw, P.R. (1989). User acceptance of computer technology: a comparison of two theoretical models. Management science, 982-1003.
[18] Deckers, L. (2001). Motivation: Biological, psychological, and environmental: Boston.
[19] Escalas, J.E. (2004). Imagine yourself in the product: Mental simulation, narrative transportation, and persuasion. Journal of Advertising, 33(2), 37-48.
[20] Field, S. (1979). Screenplay The Foundations of Screenwriting. . Delta Book.
[21] Freemantle, D. (2000). The stimulus factor.
[22] Gardner, B.B., & Levy, S.J. (1955). The product and the brand. Harvard Business Review, 33(2), 33-39.
[23] Gardner, R.C., & Lambert, W.E. (1972). Attitudes and motivation in second language learning. Rowley, Mass.
[24] Glick, Sidney J. Levy & I. 0. (1973). "Imagery and Symbolism," in Marketing Manager`s Handbook. Stewart H. Britt, 69.
[25] Gobel, S., Malkewitz, R., & Becker, F. (2006). Story pacing in interactive storytelling. Technologies for E-Learning and Digital Entertainment, 419-428.
[26] Grove, S.J., & Fisk, R.P. (1983). The dramaturgy of services exchange: an analytical framework for services marketing. Emerging perspectives on services marketing, 45-49.
[27] Harvey, B. (1997). The expanded ARF model: Bridge to the accountable advertising future. Journal of Advertising Research, 37, 11-20.
[28] Hassinger, E. (1959). Stages in the adoption process. Rural Sociology, 24(1), 52-53.
[29] Henderson, N.R., & Naomi, R. (2009). Managing moderator stress: take a deep breath. You can do this. Marketing Research, 21(1), 28-29.
[30] Hevner, A.R., March, S.T., Park, J., & Ram, S. (2004). Design science in information system research. Mis Quarterly, 28(1), 75-105.
[31] Holbrook, M.B., & Batra, R. (1987). Assessing the role of emotions as mediators of consumer responses to advertising. Journal of consumer research, 404-420.
[32] Holbrook, M.B., & Hirschman, E.C. (1982). The experiential aspects of consumption: Consumer fantasies, feelings, and fun. Journal of consumer research, 132-140.
[33] Hong, A., Solis, C., Siy, J.T., Tabirao, E., & Ong, E. (2009). Picture Books: Automated Story Generator.
[34] Kahneman, D., & Tversky, A. (1979). Prospect theory: An analysis of decision under risk. Econometrica: Journal of the Econometric Society, 263-291.
[35] Keeley, L. (1999). The Ten Types of Innovation: Doblin Inc.
[36] Kim, W.C., & Mauborgne, R. (2005). Blue ocean strategy. If you read nothing else on strategy, read thesebest-selling articles., 71.
[37] Kintsch, W., & van Dijk, T. (1978). Recalling and summarizing stories. Language, 40, 98-116.
[38] Kotler, P., Armstrong, G., Saunders, J., & Wong, V. (1996). Principles of marketing: European edition. London et al, 1996.
[39] Levy, S.J. (1999). Imagery and symbolism. Brands, consumers, symbols, & research: Sidney J. Levy on marketing, 233.
[40] Lewis, D., & Bridger, D. (2001). The soul of the new consumer: Authenticity-what we buy and why in the new economy: Nicholas Brealey Publishing.
[41] Martineau, P. (1958). The personality of the retail store. Harvard Business Review, 32, 47-55.
[42] Maslow, A.H. (1943). A theory of human motivation. Psychological review, 50(4), 370.
[43] Maslow, A.H. (1969). Theory z. Journal of Transpersonal psychology, 1(2), 31-47.
[44] Maslow, A.H., Frager, R., & Fadiman, J. (1970). Motivation and personality.
[45] Mattila, A.S. (2000). The role of narratives in the advertising of experiential services. Journal of Service Research, 3(1), 35.
[46] Moriarty, S.E. (1983). Beyond the hierarchy of effects: A conceptual framework. Current Issues and Research in Advertising, 6(1), 45-55.
[47] Novak, T.P., Hoffman, D.L., & Yung, Y.F. (1997). Modeling the structure of the flow experience among web users.
[48] Padgett, D., & Allen, D. (1997). Communicating experiences: a narrative approach to creating service brand image. Journal of Advertising, 49-62.
[49] Patty, J.W. (2006). Loss aversion, presidential responsibility, and midterm congressional elections. Electoral Studies, 25(2), 227-247.
[50] Peterson, R.A., Hoyer, W.D., & Wilson, W.R. (1986). Reflections on the role of affect in consumer behavior. Peterson, R Hoyer, W. and Wilson, W.(eds), The Role of Affect in Consumer Behavior. Lexington, Mass: Lexington Books.
[51] Phillips, M.A., & Huntley, C. (2001). Dramatica: A new theory of story: Write Brothers Press.
[52] Qin, L.I.J.F. (2007). Service Innovation Motive of Commercial Banks - - A Survey-based Empirical Study.
[53] Ricci, F. Werthner, H. (2006). Introduction to the special issue: Recommender systems. International Journal of Electronic Commerce, 11(2), 5-9.
[54] Robinson, J.A., & Hawpe, L. (1986). Narrative thinking as a heuristic process.
[55] Rogers, E.M. (1962). Diffusion of innovations: Free Pr.
[56] Sarbin, T.R. (1986). Narrative psychology: The storied nature of human conduct: Praeger Publishers/Greenwood Publishing Group.
[57] Schmitt, B. (1999). Experiential marketing. Journal of Marketing Management, 15, 1(3), 53-67.
[58] Schopenhauer, A., & Kolenda, K. (1960). Essay on the Freedom of the Will: Liberal arts press.
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[60] Sheth, J.N., Mittal, B., & Newman, B.I. (1999). Customer behavior: consumer behavior and beyond: Dryden Press.
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描述 碩士
國立政治大學
資訊管理研究所
99356027
100
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0099356027
資料類型 thesis
dc.contributor.advisor 苑守慈zh_TW
dc.contributor.advisor Yuan, Soe Tysren_US
dc.contributor.author (Authors) 邱芃瑋zh_TW
dc.contributor.author (Authors) Chiu, Peng Weien_US
dc.creator (作者) 邱芃瑋zh_TW
dc.creator (作者) Chiu, Peng Weien_US
dc.date (日期) 2011en_US
dc.date.accessioned 30-Oct-2012 11:21:27 (UTC+8)-
dc.date.available 30-Oct-2012 11:21:27 (UTC+8)-
dc.date.issued (上傳時間) 30-Oct-2012 11:21:27 (UTC+8)-
dc.identifier (Other Identifiers) G0099356027en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/54573-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 資訊管理研究所zh_TW
dc.description (描述) 99356027zh_TW
dc.description (描述) 100zh_TW
dc.description.abstract (摘要) 面臨到現今社會的激烈競爭，服務創新是應付此環境變化的趨勢之一，但大部分台灣的中小企業主並不知道如何將服務創新實踐在他們的企業中。另一方面，大部分中小企業主並不清楚什麼是服務創新，即使知道服務創新可以改善他們的事業，也缺乏實踐的勇氣。因此，為了改善以上的情況，本篇論文的主旨是引用動機理論來建構小客製化的小故事廣告來激勵中小企業主，並讓他們明白服務創新的好處且有勇氣去實踐。為了達到這個目標，我們使用機率擴展有限狀態機(Probabilistic Extended FSM)作為實踐的方法，利用Dramatica的故事元素和十種創新類型的元素並以三幕劇來建構故事架構，在整合中小企業主的相關資料形成完整的激勵故事。從該激勵故事中，中小企業主可以得到一些啟示，改善岌岌可危的業務以實現他們心中的理想。zh_TW
dc.description.abstract (摘要) Service innovation is one of the tendencies to cope with the environmental change in the current fierce competition, but the most SMEs in Taiwan don’t know how to put service innovation into practice in their business. On the other hand, the most SMEs don’t know what service innovation is; however, even they know service innovation could rescue their poor business; they have no courage to do so. For these reasons which mentioned above, the aim of this research is to reference the motivation theory and try to generate the mini customized advertising-like to stimulate SMEs and let them know the advantage of service innovation and have confidence to do so. In order to achieve this goal, we use Probabilistic Extended FSM as the implementation approach to integrate the private information of our target SMEs with the story framework which is constituted by the three-act Structure including the Dramatica elements and the elements of ten types of innovation. By this kind of stimulating mini customized advertising-like story, the SMEs could get some enlightenment to ameliorate the precarious business to achieve the ideal of their mind.en_US
dc.description.tableofcontents CHAPTER 1 INTRODUCTION 1
1.1 RESEARCH BACKGROUND AND MOTIVATIONS 1
1.2 RESEARCH QUESTIONS 4
1.3 RESEARCH OBJECTIVES 6
1.4 ATTEMPTED RESEARCH CONTRIBUTIONS 7
1.5 RESEARCH METHOD 8
1.6 CONTENT ORGANIZATION 9
CHAPTER 2 LITERATURE REVIEW 11
2.1 NARRATIVE ADVERTISING 12
2.2 MOTIVATION 16
2.3 STORY GENERATOR 22
CHAPTER 3 MOTIVATION APPLICATIONS 29
3.1 THE CONCEPTUAL FRAMEWORK 29
3.2 THE CONCEPTUAL ARCHITECTURE 30
3.3 IMAGECONS SYSTEM ARCHITECTURE 32
CHAPTER 4 TOWARDS MOTIVE DRIVEN STORY GENERATION FOR SMES INNOVATION 35
4.1 THE CONCEPTUAL FRAMEWORK 35
4.2 THE SYSTEM ARCHITECTURE 43
4.3 SMES INFORMATION MODULE 47
4.4 PROBABILISTIC EXTENDED FSM MODULE 52
4.4.1 SMEs Classification Module 58
4.4.2 Story Framework Identification Module 61
4.4.3 Story Element Suggestion Module 73
4.4.4 Matching Module 77
CHAPTER 5 APPLICATION SCENARIO 81
5.1 AN OVERVIEW OF APPLICATION CONTEXT 81
5.2 THE SYSTEM JOURNEY OF THE APPLICATION 82
CHPATER 6 EVALUATION 92
6.1 PROPOSITIONS 93
6.2 ASSUMPTIONS AND EXPERIMENT DESIGN DETAILS 97
6.2.1 Assumptions 97
6.2.2 Experiment Design Details 98
6.3 EXPERIMENTS AND RESULTS 112
6.4 DISCUSSION OF FINDINGS 132
CHPATER 7 CONCLUSION 136
7.1 CONTRIBUTIONS 136
7.2 MANAGERIAL IMPLICATIONS 138
7.3 LIMITATIONS AND FUTURE WORKS 139
7.4 CONCLUSION REMARKS 140
APPENDIX 1 142
APPENDIX 2 143
APPENDIX 3 145
APPENDIX 4 147
REFERENCE 149		zh_TW
dc.language.iso en_US-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0099356027en_US
dc.subject (關鍵詞) 服務創新zh_TW
dc.subject (關鍵詞) 中小企業zh_TW
dc.subject (關鍵詞) 動機zh_TW
dc.subject (關鍵詞) 機率擴展有限狀態機zh_TW
dc.subject (關鍵詞) 故事自動產生器zh_TW
dc.subject (關鍵詞) 敘事廣告zh_TW
dc.subject (關鍵詞) Service Innovationen_US
dc.subject (關鍵詞) SMEen_US
dc.subject (關鍵詞) Motivationen_US
dc.subject (關鍵詞) Probabilistic Extended FSMen_US
dc.subject (關鍵詞) Story Generatoren_US
dc.subject (關鍵詞) Narrative Advertisingen_US
dc.title (題名) 促進中小企業創新之智慧型激勵故事生成zh_TW
dc.title (題名) Towards motive driven story generation for encouraging SMEs Innovationen_US
dc.type (資料類型) thesisen
dc.relation.reference (參考文獻) [1] Atkinson, J.W. (1958). Towards experimental analysis of human motivation in terms of motives, expectancies, and incentives. Motives in fantasy, action and society, 288-305.
[2] Barber, H., & Kudenko, D. (2007). Dynamic generation of dilemma-based interactive narratives.
[3] Berry, L.L., Shankar, V., Parish, J.T., Cadwallader, S., & Dotzel, T. (2006). Creating new markets through service innovation. MIT Sloan Management Review, 47(2), 56.
[4] Boller, G.W. (1988). Narrative Advertisement: Stories about Consumption Experiences and Their Effects on Meanings about Products.
[5] Boyce, C., Neale, P., & International, Pathfinder. (2006). Conducting in-depth interviews: A guide for designing and conducting in-depth interviews for evaluation input: Pathfinder International.
[6] Boztepe, S. (2007). User value: Competing theories and models. International Journal of Design, 1(2), 55-63.
[7] Brown, T. (2009). Change by design: how design thinking transforms organizations and inspires innovation: HarperBusiness.
[8] Bruner, J. (1986). Actual minds, possible worlds: Harvard Univ Pr.
[9] Bruner, J. (1990). Act of meaning. Harvard University Prss, Cambridge, Mass.
[10] Cagan, J., & Vogel, C.M. (2002). Creating breakthrough products: innovation from product planning to program approval: FT Press.
[11] Celsi, R.L., & Olson, J.C. (1988). The role of involvement in attention and comprehension processes. Journal of consumer research, 210-224.
[12] Cheng, K.T., & Krishnakumar, AS. (1993). Automatic functional test generation using the extended finite state machine model.
[13] Colley, R.H. (1961). Defining advertising goals for measured advertising results: Association of National Advertisers.
[14] Correira, A. (1980). Computing story trees. Computational Linguistics, 6(3-4), 135-149.
[15] Cua, J., Ong, E., Manurung, R., & Pease, A. (2010). Representing story plans in SUMO.
[16] Czarnitzki, D., & Spielkamp, A. (2003). Business services in Germany: bridges for innovation. Service Industries Journal, 23(2), 1-30.
[17] Davis, F.D., Bagozzi, R.P., & Warshaw, P.R. (1989). User acceptance of computer technology: a comparison of two theoretical models. Management science, 982-1003.
[18] Deckers, L. (2001). Motivation: Biological, psychological, and environmental: Boston.
[19] Escalas, J.E. (2004). Imagine yourself in the product: Mental simulation, narrative transportation, and persuasion. Journal of Advertising, 33(2), 37-48.
[20] Field, S. (1979). Screenplay The Foundations of Screenwriting. . Delta Book.
[21] Freemantle, D. (2000). The stimulus factor.
[22] Gardner, B.B., & Levy, S.J. (1955). The product and the brand. Harvard Business Review, 33(2), 33-39.
[23] Gardner, R.C., & Lambert, W.E. (1972). Attitudes and motivation in second language learning. Rowley, Mass.
[24] Glick, Sidney J. Levy & I. 0. (1973). "Imagery and Symbolism," in Marketing Manager`s Handbook. Stewart H. Britt, 69.
[25] Gobel, S., Malkewitz, R., & Becker, F. (2006). Story pacing in interactive storytelling. Technologies for E-Learning and Digital Entertainment, 419-428.
[26] Grove, S.J., & Fisk, R.P. (1983). The dramaturgy of services exchange: an analytical framework for services marketing. Emerging perspectives on services marketing, 45-49.
[27] Harvey, B. (1997). The expanded ARF model: Bridge to the accountable advertising future. Journal of Advertising Research, 37, 11-20.
[28] Hassinger, E. (1959). Stages in the adoption process. Rural Sociology, 24(1), 52-53.
[29] Henderson, N.R., & Naomi, R. (2009). Managing moderator stress: take a deep breath. You can do this. Marketing Research, 21(1), 28-29.
[30] Hevner, A.R., March, S.T., Park, J., & Ram, S. (2004). Design science in information system research. Mis Quarterly, 28(1), 75-105.
[31] Holbrook, M.B., & Batra, R. (1987). Assessing the role of emotions as mediators of consumer responses to advertising. Journal of consumer research, 404-420.
[32] Holbrook, M.B., & Hirschman, E.C. (1982). The experiential aspects of consumption: Consumer fantasies, feelings, and fun. Journal of consumer research, 132-140.
[33] Hong, A., Solis, C., Siy, J.T., Tabirao, E., & Ong, E. (2009). Picture Books: Automated Story Generator.
[34] Kahneman, D., & Tversky, A. (1979). Prospect theory: An analysis of decision under risk. Econometrica: Journal of the Econometric Society, 263-291.
[35] Keeley, L. (1999). The Ten Types of Innovation: Doblin Inc.
[36] Kim, W.C., & Mauborgne, R. (2005). Blue ocean strategy. If you read nothing else on strategy, read thesebest-selling articles., 71.
[37] Kintsch, W., & van Dijk, T. (1978). Recalling and summarizing stories. Language, 40, 98-116.
[38] Kotler, P., Armstrong, G., Saunders, J., & Wong, V. (1996). Principles of marketing: European edition. London et al, 1996.
[39] Levy, S.J. (1999). Imagery and symbolism. Brands, consumers, symbols, & research: Sidney J. Levy on marketing, 233.
[40] Lewis, D., & Bridger, D. (2001). The soul of the new consumer: Authenticity-what we buy and why in the new economy: Nicholas Brealey Publishing.
[41] Martineau, P. (1958). The personality of the retail store. Harvard Business Review, 32, 47-55.
[42] Maslow, A.H. (1943). A theory of human motivation. Psychological review, 50(4), 370.
[43] Maslow, A.H. (1969). Theory z. Journal of Transpersonal psychology, 1(2), 31-47.
[44] Maslow, A.H., Frager, R., & Fadiman, J. (1970). Motivation and personality.
[45] Mattila, A.S. (2000). The role of narratives in the advertising of experiential services. Journal of Service Research, 3(1), 35.
[46] Moriarty, S.E. (1983). Beyond the hierarchy of effects: A conceptual framework. Current Issues and Research in Advertising, 6(1), 45-55.
[47] Novak, T.P., Hoffman, D.L., & Yung, Y.F. (1997). Modeling the structure of the flow experience among web users.
[48] Padgett, D., & Allen, D. (1997). Communicating experiences: a narrative approach to creating service brand image. Journal of Advertising, 49-62.
[49] Patty, J.W. (2006). Loss aversion, presidential responsibility, and midterm congressional elections. Electoral Studies, 25(2), 227-247.
[50] Peterson, R.A., Hoyer, W.D., & Wilson, W.R. (1986). Reflections on the role of affect in consumer behavior. Peterson, R Hoyer, W. and Wilson, W.(eds), The Role of Affect in Consumer Behavior. Lexington, Mass: Lexington Books.
[51] Phillips, M.A., & Huntley, C. (2001). Dramatica: A new theory of story: Write Brothers Press.
[52] Qin, L.I.J.F. (2007). Service Innovation Motive of Commercial Banks - - A Survey-based Empirical Study.
[53] Ricci, F. Werthner, H. (2006). Introduction to the special issue: Recommender systems. International Journal of Electronic Commerce, 11(2), 5-9.
[54] Robinson, J.A., & Hawpe, L. (1986). Narrative thinking as a heuristic process.
[55] Rogers, E.M. (1962). Diffusion of innovations: Free Pr.
[56] Sarbin, T.R. (1986). Narrative psychology: The storied nature of human conduct: Praeger Publishers/Greenwood Publishing Group.
[57] Schmitt, B. (1999). Experiential marketing. Journal of Marketing Management, 15, 1(3), 53-67.
[58] Schopenhauer, A., & Kolenda, K. (1960). Essay on the Freedom of the Will: Liberal arts press.
[59] Seligman, M.E.P., & Csikszentmihalyi, M. (2000). Positive psychology: an introduction. American psychologist, 55(1), 5.
[60] Sheth, J.N., Mittal, B., & Newman, B.I. (1999). Customer behavior: consumer behavior and beyond: Dryden Press.
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