臺灣博碩士論文加值系統

服務業由於具無形、異質等特性，不易由法規或專利保障其獨特性，只能以不斷創新來鞏固及擴張市場；尤其許多服務產業如觀光旅遊或休閒產業，經常受限於一次消費，不易短期重複購買，更須不斷創新以求增加新消費。但服務創新投入不少企業資源，效益卻不易衡量，本研究擬嘗試以擴散效果來衡量服務創新績效。實證研究採用擴散模型分析觀光節慶活動創新的績效，發現︰Bass模型能有效解釋觀光節慶活動之擴散效果，且消費者間的(內部)口碑傳播比(外部)廣告對觀光節慶活動之擴散更具影響力；而擴散效果除可以評量服務創新績效及做為發展新服務的決策基礎外，也可以顯現與估計服務創新對產業生命週期的再生效果。

It is not easy to protect an unique service by regulation and patent because of the service characteristics. Service firms just only develop innovations continually to define and extend their market. Specially, the growth of some service industries (e.g. tourism) is limited by the once consumption which is difficult to repeat in short duration. The weakness has pushed these service industries to stimulate the new consumption by continual innovations which need many resources. But the ambiguous performance of service innovation could not prove the reasonableness of resource allocation. This study tries to measure new service diffusion as innovation performance in order to help evaluate the innovation decision in service industry. We use diffusion model to analyze the new festival performance in tourism, and the fitness of Bass Model is excellent for new festivals. We find that word-of-mouth (social internal communication) effect is more important than advertising (external) effect for new festival diffusion. Therefore, the diffusion model can measure the service innovation performance to support the related innovation decisions. Additionally, the diffusion models of new festivals are able to reveal and estimate the rejuvenation effect of service innovation in tourism life cycle.

LIST OF TABLES vi
LIST OF FIGURES vii
1. INTRODUCTION 1
1.1 Background 1
1.2 Research Motivations and Objectives 5
1.3 Organization of Thesis 8
2. LITERATURE REVIEW 9
2.1 Product Life Cycle of Service 12
2.2 The Performance Measurement of Service Innovation 24
2.3 Refinement and Extensions of the Bass Model 29
2.4 Marketing Resource Input for Service Innovation 33
2.5 The Entry Timing of New Service Innovations 38
3. Methodology 40
3.1 Empirical Scope and Data Collection 41
3.2 Basic Model 42
3.3 Variable Definitions and Measurements 44
3.4 Estimation Methods and Research Model 45
4. Estimation Results and Discussion 54
4.1 Individual Diffusion Model of Vary Festival Event 55
4.2 A Pooled Diffusion Model for Continual New Festivals 61
4.3 Competitive Analysis 64
4.4 The Impact of Advertising on New Festival Diffusion 66
4.5 Optimal Entry Timing for New Festival 73
5. Conclusions and Implications 81
5.1 Summary of Findings 81
5.2 Implications for Academic 84
5.3 Practice Implication 85
5.4 Limitations and Future Research 88
REFERENCE 91

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