臺灣博碩士論文加值系統

RFID電子鴿鐘在兩年的時間，成為國內賽鴿運動中廣泛使用之設備。本研究認為，影響RFID發展所涵蓋之面向極為廣泛，包括RFID之創新擴散模式、組織的文化、組織對RFID科技的運用與認知過程等。因此本研究之研究目的為(一) 探討RFID是否適用創新擴散理論；(二) 探討組織採用RFID後所帶來效應；(三) 探討組織導入RFID之決策模式化。本研究並希冀以此經驗延伸創新擴散模式之應用價值，並作為未來科技產品之市場行銷過程之模擬分析。
本研究發現：第一、幾乎三至六個月內，亦即同一時期，各地鴿會皆開始使用RFID鴿鐘，這現象與Rogers(1995)之新事物採用階段採用者分層圖不同。但從創新擴散過程本質之觀點，RFID採用速度快速主要是鴿會組織認知(一)有用，(二)容易使用等優勢，加上外部效果推動，創新擴散理論應可解釋RFID鴿鐘現象。第二、組織採用RFID後所帶來正面效應，特別是比賽效率之提升與會員滿意度提升。RFID鴿鐘產品系統目前亦不斷發展，其接受為一項動態過程，此與Batz(2003)所提出之新科技之接受為一項動態的過程部份吻合；第三、從組織導入RFID決策模式角度，本研究發現RFID鴿鐘之創新擴散過程中，組織與權力結構並不會發生改變，此一現象與Rogers(1995)、Damanpour(1996)所指出的去中心化 (Decentralize)吻合，亦即組織中的權力、決策以及資源是被相對少數的成員掌握住。
就創新擴散模式之延伸應用價值，本研究發現(一)新科技創新擴散過程時，除取決於是否好用與相對利益，有無創新者成功的經驗是一重要關鍵，若是存在創新者成功的經驗，引導早期採用者跟進，產生外部性因素，加快創新擴散過程。(二)新科技之創新擴散速度取決於經濟利益大小，可以忍受嘗試新科技風險。(三)傳統產品與新科技產品常維持雙軌並行制，以克服對新科技的陌生感與抗拒感。(四)後續新科技發展會因為相對利益較不顯著，使得採用者之機會成本高，因此若無外部壓力，消費者將較無意願進行系統更換，減緩創新擴散速度。

The RFID reader has become a popular standard equipment in the Taiwan’s pigeon racing in the past two years. We think the outcome has resulted from the cooperation of many issues such as the diffusion model of RFID, the culture of pigeon-racing organizations, the perceiving process for RFID among pigeon racing organizations. This research will try to explore whether the diffusion model could fit the development of RFID reader, what effects RFID reader has created for pigeon-racing organizations, and the process of decision-making among pigeon-racing organizations. We hope to enhance the values of diffusion model, extending the experiences from this research to the simulation of the technology products marketing.
According to the research, we discover that following findings. First, almost in the same period, from three to six months, there was a large scale of pigeon-racing organizations to adopt the RFID reader as the pigeon racing standard equipment, which we view as the early adopters in the diffusion process. That finding doesn’t consist with Rogers(1995). But from the perspective of technology diffusion, the speed up for RFID readers could be explained as that the pigeon racing organizations have perceived the goodness as well as easiness from RFID readers. Hence, we think the diffusion model could fit the RFID reader phenomenon.
Second, the adoption has created some positive effects, especially for the efficiency of the pigeon races as well as the enhancement of customers’ satisfaction. The RFID systems have improved, but the findings from the research have consisted with the findings from Batz(2003), which viewed the adoption as a dynamic process. Third, in the process of decision-making, the adoption of RFID readers had not changed the structure of power among the pigeon racing organizations. These findings consist with the research from Rogers(1995) as well as Damanpour(1996), which considered the decentralization prevailed in the organization, resulting in the resources as well as decision-making power controlled by a few peoples.
From the perspectives of the extendable values of the diffusion model, the research concludes the following findings. First, except for the goodness and easiness from the new product, the successful example is another key issue for the diffusion. If the successful examples exist, that could speed up the adoption from the early adopters, resulting in the speed up of diffusion. Second, the time schedule for diffusion depends on the potential economic benefits, compared with the concerns about the potential risk for adopting. Third, the coexistence of traditional products and innovative technology product often happens, due to the concerns for unfamiliar feelings and resistance. Fourth, the following innovation usually is subject to the perception of the relative economic benefits, thus the speed of adoption lowering than ever.

中文摘要…………………………………………………………… I
英文摘要…………………………………………………………… II
目錄………………………………………………………………… IV
表目錄……………………………………………………………… VI
圖目錄……………………………………………………………… VII
第一章 緒論……………………………………………………… 1
1.1 研究動機與背景………………………………………… 1
1.2 研究目的………………………………………………… 2
1.3 研究流程………………………………………………… 3

第二章 文獻探討………………………………………………… 4
2.1 RFID的應用與發展趨勢………………………………… 4
2.2創新擴散理論與組織運作……………………………… 6

第三章 研究方法………………………………………………… 27
3.1研究架構………………………………………………… 27
3.2研究設計………………………………………………… 28
3.2.1研究命題設計…………………………………… 28
3.2.2深度訪談問卷設計……………………………… 30
3.3研究對象與資料收集…………………………………… 31
3.3.1賽鴿活動資料收集……………………………… 31
3.3.2研究對象………………………………………… 34

第四章 個案研究與命題發展…………………………………… 35
4.1台灣賽鴿的經濟社群現象……………………………… 35
4.2鴿鐘的演進……………………………………………… 37
4.3 訪談樣本分析…………………………………………… 38
4.4鴿會訪談………………………………………………… 39
4.4.1認知階段………………………………………… 41
4.4.2說服階段………………………………………… 41
4.4.3決策階段………………………………………… 42
4.4.4實行階段………………………………………… 43
4.4.5確認階段………………………………………… 44
4.5專家訪談………………………………………………… 46
4.6命題發展………………………………………………… 49
4.7 本章小結………………………………………………… 53
第五章 結論與建議……………………………………………… 57
5.1研究發現………………………………………………… 57
5.2研究貢獻………………………………………………… 59
5.3研究限制………………………………………………… 60
5.4研究建議………………………………………………… 60

參考文獻…………………………………………………………… 62
中文部份……………………………………………………… 62
英文部分……………………………………………………… 64
附錄：訪談問卷…………………………………………………… 71

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