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研究生:譚宇傑
研究生(外文):TAN YU-JIE
論文名稱:探討科技對產品服務線上化、產品擴張、社會支持之侷限
論文名稱(外文):An Investigation of Limitation of Technology on Bringing Product Online, Expansion of Product's Functions and Social Support
指導教授:陳偉慶陳偉慶引用關係
指導教授(外文):Wee-Kheng TAN
學位類別:碩士
校院名稱:開南大學
系所名稱:資訊及電子商務學系
學門:商業及管理學門
學類:一般商業學類
論文種類:學術論文
論文出版年:2010
畢業學年度:98
語文別:中文
論文頁數:68
中文關鍵詞:線上投保電子錢包虛擬社群社會支持社會資本
外文關鍵詞:insuranceelectronic walletonline networksocial supportsocial capital
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近年來全球科技產業技術,例如通訊科技、web2.0之相關技術、RFID,蓬勃發展、發展的腳步也沒有停下來的趨勢。新的應用,例如線上零售、虛擬社群、電子付款,越來越豐富與多元化,改變了消費、生活習慣,促成商業、社會和文化上的變遷。
科技為社會帶來更多的便利和好處,影響著人們的基本生活,但從消費者角度來看,科技是有侷限性的,並不是每一樣生活方式或應用均能完全搭上科技進步的順風車。為了探討科技的侷限性,本研究以消費者的角度,藉由三種不同主題來探討科技對產品相關服務提供的線上化、消費者習性與產品擴張、網路社群提供社會支持之侷限。
藉由服務性質高、無形且帶有金融性質的保險商品做為其探討的對象,以一般常見的制式旅遊平安險與帶有複雜特性的個人保險做為比較的依據,研究這類商品服務線上化的侷限性。本研究的結果指出旅平險等較為簡單特性能讓線上投保更有所做為。而線上投保複雜與服務程度度高的個人保險種較具有困難度,並不能夠完全線上化,因此在提供服務的線上化顯現出其侷限。
在消費者的習慣,使用與產品擴張角度上,以很多人使用的悠遊卡和icash電子錢包做為研究的對象。icash和悠遊卡之前受限於法令的限制只能運作在各自的領域。在法律鬆綁的當下,探討民眾對電子錢包未來發展的期許和改變使用習慣的因素。從本研究的結果可看出政策法令對於消費者的習性會產生其限制,對於電子錢包的認知還停留於之前的應用功能,所造成的習慣消費者一時之間還是改不過來。對業者來說,要迅速地擴展到其它的領域,改變消費者的習慣還有加強的空間。
至於新興的虛擬社群提供社會支持方面,本研究採用處於天平之兩端的社會支持、金錢的貸款行為和投資資訊的取得來做探討,從社會資本與科技準備度分析實體和虛擬社群在提供社會支持的差異。本研究的結果指出虛擬社群在提供借貸方面,牽涉到金錢與網路的特徵如匿名性和安全疑慮等問題,因此在眾多的借貸管道當中,就顯得微不足道。若是換做投資資訊取得,虛擬社群在提供這種社會支持就扮演較重要的角色。
Technology has progressed by leaps and bounds. It has vast impact on consumer's behavior, habit and social development. However, technology does have its limitation. This thesis investigated the limitation of technology through three perspectives: bringing product online, change of habit arising from modification of regulatory restriction and provision of social support. Providing travel insurance and life insurance online was used for the first perspective. Electronic wallets, through EasyCard and icash, were used to examine user's habitual change when they are allowed to expand their scope of functions arising from regulatory relaxation. Finally, online and offline social networks were compared to study the limitation of the former in providing social support.
第一章 緒論

第一節 研究背景--------------------------------------- 1
第二節 研究動機與目的---------------------------------- 1
第三節 研究流程--------------------------------------- 3

第二章 應用層級分析法探討線上投保因素選擇

第一節 研究背景與動機--------------------------------- 5
第二節 文獻探討-------------------------------------- 7
第三節 研究方法和架構--------------------------------- 9
第四節 結果之分析與討論------------------------------- 10
第五節 結論------------------------------------------ 16

第三章 使用DEMATEL來探討悠遊卡與icash 的未來發展

第一節 研究背景與動機--------------------------------- 18
第二節 文獻探討-------------------------------------- 19
第三節 研究設計與架構--------------------------------- 21
第四節 資料分析與討論(悠遊卡)-------------------------- 23
第五節 實證分析與討論(icash)-------------------------- 27
第六節 結論------------------------------------------ 32

第四章 虛擬社群:透過貸款行為探討實體與虛擬社群的社會資本與社會支持

第一節 研究背景與動機--------------------------------- 33
第二節 文獻探討-------------------------------------- 35
第三節 研究設計-------------------------------------- 40
第四節 資料分析-------------------------------------- 42
第五節 結論------------------------------------------ 48

第五章 探討投資信息來源及其社會資本與科技準備關係

第一節 研究背景與動機--------------------------------- 50
第二節 文獻探討-------------------------------------- 51
第三節 研究方法與問卷設計----------------------------- 53
第四節 資料分析與討論--------------------------------- 56
第五節 結論------------------------------------------ 66

第六章 結論------------------------------------------ 67

參考文獻---------------------------------------------- 69

附錄

附錄一 網路使用目的因素分析---------------------------- 77
附錄二 科技準備度因素分析表---------------------------- 78
附錄三 作者文章目錄----------------------------------- 79
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