隨著社會快速的進步與變遷，科技與創新的導入為許多企業作為增加自身籌碼以精進自身競爭能力的一種方式。但科技與創新的導入總是遇到許多的困境，而過去大多都從科技面、組織面從中論述，但人性面的因素也許更需要去思究，人文與科技議題的結合更應該受到關注。
故本研究將從社群、社會影響力的角度出發，探討創新過程中，社群對於科技採納、人際互動、組織變革與產業創新之影響。在科技採納與擴散過程中，個人的身分認同對於科技將會產生不同的認知而有不同的工作實務產生。當個人進入社群之後會去尋求自身的認同以及集體認同，在透過人際與科技的互動之下將會產生一種社會影響力，此種影響力會使原有的認同與工作實務發生變化，進而使科技被採納或是抗拒
透過質性研究方法，深入全民計程車聯誼會以及台灣大車隊其中一個計程車實務社群個案的田野調查，追蹤司機如何在社群之中交互發生影響以及追蹤人際與科技上的互動將產生什麼樣的影響力。在研究中發現，司機不同的身分認同在受到社群的交互影響之下，會逐漸的產生一種求同的過程，但是對於科技的認知與工作實務的表現卻產生出許多不同有趣的意會，在這個過程之中，社會影響力會逐漸發散並改變周遭更多的成員。
關鍵字：科技採納、工作實務、身分認同、社會影響力、計程車

As modern society changing and transforming rapidly, many companies implement technology and engage in innovation to advance their competitive advantage. Nevertheless, technology and innovation have always encounter obscurity in their adoption process, yet prior literatures mostly took the technical and organizational standpoints to carry on such studies, and not many had considered the problem with human perspectives. This is the reason why this research call for the attention to combination both human and technological aspects when studying technology and innovation adoption problem.
This research takes the stance from community and social influence to discuss how community makes its influence on technology adoption, social interaction, organizational transformation, and industry innovation. During technology adoption and diffusion process, difference in personal identity constructs varied cognitions and then produces diverse work practices. After an individual join a community, he or she is wanting or forced to seek for either personal or/and group identity through human and technology interaction, this will then effect a person’s original cognition and resulting in diverse work practices. Consequently, social influence eventually becomes the ultimate reason for technology adoption or rejection, and innovation diffusion start to spread or come across an obstacle.
Employing a qualitative research methodology, this research uses in-depth case study of Chuan-min Taxi Fleet and THT (Taipei High-tech Transportation) to investigate how taxi drivers influence each other in a community and discover what kind of influence they make in regard to their relationships and the interactions with technology.
From research findings, it is shown that taxi drivers’ different personal identity built within the community will cause group identity seeking, and individual turns into accepting each other’s different cognitions in technology use. Underneath technology and human interaction, cognitions starting to emerge, the performance of work practice outcome end up to be dissimilar; besides, this difference expanded into many interesting personal identity and work practices. In conclusion, social influence makes great impact on community members’ personal identity and work practices. Keyword： Technology adoption、work practices、identity、social influence、taxi

目 錄
頁次
中文摘要 I
英文摘要 II
目 錄 IV
圖 目 錄 VI
表 目 錄 VIII
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究問題與研究目的 4
第三節 研究設計與研究範圍 6
第四節 論文章節安排 7
第二章 文獻探討 9
第一節 科技接受理論 9
第二節 創新的擴散 11
第三節 身分認同 17
第四節 小結 22
第三章 研究方法 25
第一節 質性研究方法 25
第二節 個案選擇 25
第三節 資料蒐集方法 26
第四章 個案描述 31
第一節 台灣計程車產業概述 31
第二節 個案公司簡介 37
第三節 社群介紹與描述 55
第五章 研究發現與討論 101
第一節 理論意涵 102
第二節 實務貢獻 105
第六章 結論與建議 112
第一節 研究結論 112
第二節 研究限制與後續研究建議 113
參考文獻 115


圖目錄
頁次
圖1- 1論文章節安排 8
圖2- 1 科技接受理論示意 10
圖2- 2擴散模式圖 13
圖2- 3 影響創新接受率的變數 14
圖2- 4 Bass Forecasting Model 16
圖2- 5 角色認同示意圖 19
圖2- 6 身分認同建構歷程 20
圖2- 7 社會認同示意圖 21
圖2- 8 研究示意圖 21
圖4- 1臺北市計程車車輛登記數趨勢圖 34
圖4- 2 I-call計程車隊派遣系統運作示意 47
圖4- 3台灣大車隊派遣模式三方關係簡圖 48
圖4- 4台灣大車隊派遣系統簡圖 48
圖4- 5台灣大車隊派遣介面 49
圖4- 6台灣大車隊客服中心接受叫車流程 50
圖4- 7台灣大車隊派遣流程 51
圖4- 8循環示意圖 52
圖4- 9 大車隊編制示意圖 62
圖4- 10 影響力示意圖 87
圖4- 11 品牌與科技影響示意圖 97
圖4- 12成員線上掛線示意圖 98
圖5- 1 循環示意圖 103
圖5- 2 擴散示意圖 103


表目錄
頁次
表3- 1研究受訪對象彙整表 29
表4- 1 各地計程車人車比 32
表4- 2 台北市車行、合作社、個人車行之車輛數與服務費 33
表4- 3臺北市計程車車輛登記數 34
表4- 4 搭乘計程車方式 35
表4- 5 挑選車輛準則 35
表4- 6 計程車服務水準 36
表4- 7 空中排班點 53
表4- 8大車隊司機經營模式、自我認同與工作實務變化表 93
表4- 9大車隊司機身份認與工作實務改變彙總表 94
表4- 10 大車隊司機影響力彙總表 95
表4- 11 全民計程車與台灣大車隊比較分析表 100

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