愈來愈多的公司試圖與顧客共創以擁抱社群媒體所觸發的顧客權力，但大多數的公司仍然沒有實現共創所產生的利益。為了解決此問題，本研究運用社會交換理論與資源基礎觀點，定義在社群媒體環境下所需具備的共創能力，其可以反映在四個能力面向上，包含顧客連結能力、顧客回應能力、顧客賦權能力、顧客價值管理能力，並檢視其前因、後果。本研究探討來自公司端的社群媒體基礎架構和顧客中心的資源，以及來自顧客端的顧客權力是否會影響社群媒體共創能力的發展，而最終是否能為公司創造關係價值。本研究透過網路調查的方式向公司粉絲專頁的經營者與顧客蒐集資料，以及從資料庫中獲得公司粉絲專頁的經營數據。本研究分別使用偏最小平方法和階層線性模式技術驗證單一和跨層級的研究假設。本研究的研究結果指出來自公司端的社群媒體基礎架構和來自顧客端的顧客強制權、顧客專家權會正向影響社群媒體共創能力的發展，而最終可以創造更多的顧客忠誠度和顧客投入。本研究的研究結果也指出社群媒體共創能力會完全中介社群媒體基礎架構和顧客忠誠度之間的關係。本研究幫助管理者瞭解，當他們試圖使用社群媒體與顧客互動時，他們可以朝哪些共創能力的面向努力，以及瞭解什麼樣的資源可以幫助共創能力的發展，進而使公司和顧客互蒙其利。 / A growing number of firms seek to embrace social media-enabled customer power by co-creating with their customers. However, most firms have failed to realize the benefits of co-creation. To address this issue, this research draws on social exchange theory and the resource-based view to identify the co-creation capability in the context of social media as a composite of customer linking capability, customer response capability, customer empowerment capability, and customer value management capability and to investigate its antecedents and consequences. This research identifies the social media infrastructure and customer centricity as sources from the firm side and social media-enabled customer power as a source from the customer side that may influence the development of social media-enabled co-creation capability and identifies relational value for firms that could result from this capability. The research framework is tested with data from multiple sources, comprising firms’ managers and their customers on Facebook fan pages via a Web-based survey as well as the Social Insight database, which tracks firms’ reports of operations of Facebook fan pages. This research uses partial least squares (PLS) and hierarchical linear modeling (HLM) to test the single-level and cross-level hypotheses. The research results reveal that the social media infrastructure, customer coercive power, and customer expert power are positively related to the development of social media-enabled co-creation capability, which in turn leads to greater customer loyalty and customer engagement. The results also reveal that the impact of the social media infrastructure on customer loyalty is fully mediated by the social media-enabled co-creation capability. The findings provide guidelines for managers to better understand what capability dimensions should be developed within their own firms and appropriate resources for investment to facilitate the development of social media-enabled co-creation capability. This research suggests that when firms develop a higher level of social media-enabled co-creation capability, both firms and customers can benefit.

社會經濟隨著科技的發展而不斷的演變，服務業對於人類生活的重要性也逐漸提升，資訊科技(IT)的力量也大幅提升服務業的營運與績效。IBM提出 「服務科學管理與工程」(Service Science, Management and Engineering; SSME)，目的是研究如何透過各領域的結合達到服務創新(Service innovation)，包括如何建立新興服務概念設計、如何藉由科技建立量化、標準化、以及系統化的服務設計、服務流程、與服務品質管理協助提升服務生產力(Service productivity)以增進顧客滿意度等議題。由於「服務」相較於「產品」具有不同的特性與內涵，例如服務流程中顧客輸入(Customer input)對於服務程序(Service operation)與服務品質(Service quality)都有關鍵性的影響，且服務內容通常屬於「知識取向」(Knowledge-intensive)為主，服務業較為關注參與者之間的互動與服務交換。然而，服務的「異質性」(Heterogeneity)更存在難以標準化與量化的問題。「智慧型服務設計」(Intelligent Service Design; iDesign)旨在探討如何從服務流程(Service process)中，讓服務提供者(Service provider)與顧客/服務接受者(service receiver)之間的相互共同合作(co-production)來達成互利的服務傳遞(Service delivery)。今日大家期待服務科學這個新領域帶來產業發展機會，尚需要透過更多跨領域的產官學合作。本文將透過一個結合資訊科技、人及服務流程的服務系統範例，來帶領大家探索服務科學的新領域。服務業可以藉由此一參考架構來思考如何可以提供服務生產者與消費者透過科技化的共同生產機制達到共創價值(value co-creation)。本文中所提出的創新服務設計之參考架構與方法論中包含服務的分類、服務系統模式化、以及顧客體驗品質衡量，並彰顯服務業如何從服務科學角度出發，提升服務科技化與創新服務的競爭優勢。 / This study is to present an intelligent collaborative service system (CSS) design (iDesign) including the CSS classification, an analysis-design modeling method, and an experience quality evaluation model for systematic service innovation. State-of-the-art information technology can be used to develop the CSS according to three comprehensive procedures, enabling semi-automated value co-production and systematic service innovation that can meet the goals of service productivity and customer satisfaction for service providers and customers. In view of the preceding research purpose, the three major research questions are addressed in this study: What kind of collaborative service systems can be classified and identified based upon the prerequisites of value co-production? How the collaborative service systems can be modeling and automating its cognitive process and knowledge representations using an analysis-design method (i.e. intelligent service machine)? How an evaluation model can measure the experience quality of the service providers and the customers, and embed the model into the CSS in order to perform service quality management? Meanwhile, the evidences to effects of iDesign-based CSS applications that implemented by the three practical service systems of artwork design, for example, a transactional marketplace service system for mediating music content creation (DesignStorming), a collaborative alignment service system for assisting mobile phone design service (iMobileDesign), and a collaborative personalization service system for facilitating interior design service (iInteriorDesign). According to the research process of design science, this study adopts a single case study to refine the proposed artifact (i.e., iDesign). iInteriorDesign is one of iDesign-based CSS applications, which is analyzed and developed by simple service machine (SSM) and intelligent service machine (ISM) and with the embedded evaluation of E-QUAL based upon one category of classification framework of iDesign. This qualitative study draws the deductive consequence and further proposed a deductive model of theory a (Symbiotic Collaborative Service Model) built by means of the resource dependence theory (RDT) testing. iInteriorDesign envisions an entirely new interior design service experience enabling collaborative interior design provision; architects or interior designers can use the system to effectively communicate with customers based upon symbiotic interdependence relationship behavior to better identify their needs and wants and even attain new inspirations of concept styles from the interactions. The results of case study have conducted the deductive important behavior of symbiotic interdependence relationship within the CSS applications. The results of qualitative research also can further generalize the identical behavior to the adaptability and evolution of value co-production and mutual adaptability within iDesign.

本研究依循Web 2.0內容平台的研究成果，探討在科技快速變遷之下，網路新創事業如何尋找創意靈感的源頭活水？如何以精實創業模式，節省時間與資源的浪費，透過社群經營找到商業模式創新的可能性，在競爭激烈的網路產業紅海中，快速搶占市場先機脫穎而出？ 首先，本研究針對過去許多學者在網路企業、虛擬社群、商業模式及精實創業等各理論的發展進行探討說明，接著以Eric Ries（2011）的精實創業理論與Steve Blank（2013）的精實創業三原則為研究主軸，融合Wheelwright and Clark（1994）的Design-build-test Cycle之Design Phase、Hagel Ш and Arthur G. Armstrong（1997）建立臨界數量會員的三大挑戰、Gary Hamel（2000）的事業經營模式，成為本研究分析架構的基礎。本研究採取探索性個案研究法，選取iCook愛料理及iPeen愛評網兩個企業個案，進行半結構式訪談，深入了解網路新創事業的起源、理念、發展與作法。 透過分析比較企業個案與文獻理論探討，本研究之發現如下： 一、新創事業的創意靈感來源，來自於對使用者的深入觀察及國外成功案例的啟發。創新商業模式的作法須以「企業價值主張」及「目標客群鎖定」為中心，透過「減法」方式建構最小可行方案，並融合國外創新成功因子及台灣在地文化，提升創新事業的新穎性及適地性。 二、建構虛擬社群的方式，須回歸於「產品功能介面」與「顧客使用經驗」的不斷優化，輔以知名品牌或關鍵人物的口碑宣傳，加速擴散行銷，並善用內容資產及消費者心理分析，加強產品的功能服務及客製化使用程度，以提升顧客對企業品牌的忠誠度。 三、以敏捷開發法創新商業模式，須由草根模式發展核心策略，適時參考顧客的回饋意見，不斷輸入外部知識以避免團隊核心僵化，進而加速產品開發週期循環，並藉由價值網絡的策略聯盟，累積企業的知名度與顧客流量，最後能以自身品牌資產主動創造合作網絡的價值。 最後依據結論提出網路新創事業在經營管理方面的建議，如下所述： 一、深度經營垂直性社群，輔以口碑行銷擴散社群廣度。 二、跨領域整合硬體、軟體、內容、服務各方優勢，創新商業模式的應用。 三、精實創業的過程，講求階段性開發的速度而非精準度，因此團隊成員的專業核心能力為成功的關鍵要素所在，配合顧客回饋意見及創新審核法的檢視，以薄創新的開發方式搶占市場先機。 / Based on the study results of Web2.0, this research attempted to explore how internet new businesses seek for inspiration in the era of rapid advancement of technologies? How can they discover the possibilities of inventing a new business model by taking community as the business center and seize the market in such a competitive network industries by employing the lean startup model to make good use of time and avoid wasting resources? First of all, this research aims at discussing the development of theories of internet enterprises, virtual communities, business models and the lean startup models put forward by scholars. Next, the basic structure of this research is formed by centering on The Lean Startup Model Theory (Eric Ries, 2011) and Three Principles of The Learn Startup Model (Steve Blank, 2013), and further integrates Design-build-test Cycle(Wheelwright and Clark, 1994), Three Challenges of Developing Critical Mass(Hagel Ш and Arthur G. Armstrong, 199) and Business Model Theory(Gary Hamel, 2000). This research adopted an exploratory case study method, where data was collected through semi-structured interviews with two enterprises—iCook and iPeen, to analyze and understand the origin, concepts, development and measures of innovative business network. After this study compared the analysis of the case study of the enterprises and reviewed literatures, the findings of this research are as follows. First, the inspiration of innovative businesses stem from closely studying targeted users and successful cases from overseas. Innovative business models should be “value-proposition-oriented” and “targeting-customer-oriented”, employ “subtraction” to develop a feasible plan and fuse successful elements of abroad cases and Taiwan culture into innovative business models to enhance the novelty and localization of innovative businesses. Second, the methods of establishing virtual communities should put emphasis on ceaselessly optimizing “product function interface” and “customer’s using experience”, cooperate with well-known brands or key men to promote products and marketing, make good use of content assets and customer psychology analyses, and intensify product function services and customization utilities to increase customer loyalty in business brands. Third, agile-development-based innovation business models should center A Grass Roots Model of Strategy Formation to develop core strategies, take customers’ feedback into consideration, and constantly instill external knowledge to avoid core rigidities to further accelerate product development cycle; through value network of strategic alliance, the enterprises accumulate corporate recognition and customer flow. Eventually ebterprises can establish their own brands to actively create the value of cooperative network. Finally, based on the conclusions, this research proposed three suggestions of management for the internet new business as below. First, deeply engage with vertical community and cooperate with word of mouth marketing to extent the span of community. Second, to integrate hardware, software, content and service interdisciplinarily in order to innovate the application of business model. Third, the process of The Lean Startup emphasized on the speed of phased development rather than accuracy. Therefore, the key success element is the professional skills of the entrepreneurial team members, with customer’s feedback and innovation accounting method of viewing the business in order to accelerate the development of innovation to seize market opportunities.

在社群網路發展蓬勃的時代，各企業都要求行銷人員尋求在社群網路曝光最大化的方法。企業也渴望透過培養忠實顧客得到穩定的顧客關係;換句話說，企業無意識地在顧客參與度的方面進行著墨。除此之外，企業習慣於藉著整合(聯合)性行銷來增加企業曝光度以及減少行銷成本；但僅止於與利益關係夥伴的行銷而喪失了更進一步培養顧客關係的機會。在我們的研究中，我們發展了原創性的概念性架構去幫助企業完成三項目標：優化口碑行銷之可能性、發展顧客參與度、以及加強與合作夥伴整合性行銷的效益。本研究設計了顧客參與平台，提供企業以協助企業管理粉絲專頁、發展顧客參與度以及挑選適合的合作夥伴以進行整合性行銷。我們研究發現，內省意見領袖之顧客參與度與文章型態以及內容有顯著關係，他們較容易受到知識性文章內容所吸引；而一般Facebook使用者也容易因朋友分享文章而有更高度閱讀的意願。我們也藉由這些發現針對兩間企業進行聯合行銷的個案研討，成功提高其B2C2C在Facebook上的口碑行銷廣度和顧客參與深度。 / In view of the explosive growth of social network, businesses want their marketers to find ways to be more ad exposure. Furthermore, businesses desire to get loyal customer for sustainable customer relationship; in other words, businesses are interested in developing customer engagement, even if they do not realize that they are so. Besides, businesses used to increase their brand exposure and decrease marketing cost through integrated marketing, but merely cooperating with stakeholders lost opportunity to further cultivate customer relations. In this study, we develop an original conceptual framework to assist business to complete three objectives: locally optimizing eWOM likelihood, developing customer engagement, and enhancing effectiveness of integrated marketing with cooperation stakeholder. We design an engagement site to help businesses choose their cooperation stakeholders, manage their fan page and further engage their customers on their fan page through our services provided on engagement site. Our finding includes the insights of the significant engagement degree between the informative content article and introvert leaders, the introvert leader to arouse their friends’ interest by the article, the method to enhance B2C2C eWOM through the introvert leaders and the practices of cooperating campaign between two businesses on Facebook.

本論文研究專注於研究穿戴科技對於銀髮族遠距照護服務創新的可能性，利用系統思維與設計思維的研究方法來進行服務設計。研究問題設定為”一個罹患慢性病並獨自在家生活的銀髮族,如何自主健康生活，並能讓家人感到安心呢” 。透過顧客驅動價值共創的服務設計模型，確認利害關係人，並實際訪談利害關係人後深入分析使用者潛在問題及需求，以不同視角來找出創新的洞見。依據此洞見來發展可行的方案，並展開成為完整的服務系統，再將此服務系統雛型具體化產出後進行風險分析。最終的研究結果以商業模式草圖來呈現完整的商業模式。 / The aim of this thesis is to study the possibility of the wearable technology and to create a service innovation toward the tele-health for elders. The research method of the service design is based on the design thinking and the system thinking.We set up a hypothetical situation as follows: A solitary elder who has chronic diseases knows to how to manage her/ his life well without making the family worry. Through the service design models from the co-creation of the customer empowerment, we affirm the stakeholder at the beginning and then interview her/ him to get to know more about the needs and some main details. The purpose is to look for the insight into the innovation in different aspects. Based on this insight, we start a feasible plan and develop the integrity of the service design. Next thing we externalize the service design prototype and provide the follow-up risk assessment.As the final result, we use business model canvas to bring out the coherence and the integrity to our business models.

環顧國內，整體運動產業之發展，雖有稱作是運動休閒服務之產業，但大多都是傳統的商品販售模式，而非以價值交換為主的服務模式；而近年來在國內各項個人運動隨著穿戴式裝置開始風行之後，無論是慢跑、單車、三鐵等都非常盛行，也連帶著促進了整個運動產業的蓬勃發展。此外，團體球類運動一直以來都相當的風行，而且特別是當國家代表隊於國際賽事上有重大表現時，就會成為全民熱烈討論之話題，也往往會帶起一陣運動消費風氣；由此可見運動實為一個國家展現其國力的重要指標之一，但我國運動產業之發展卻不如歐美興盛。 本論文研究將專注在團體球類運動的服務設計，透過解決「如何讓團體球類運動者與其利害關係人，能夠更有效且便利的保存屬於他們的回憶。」這樣的設計問題，以達成顧客價值共創的系統與服務設計思維，分析其利害關係人、探索利害關係人可能之洞見、辨識系統中之可操作性資源、觀察其互動模式，藉此得出利害關係人之深入觀點，並進行解決方案之設計。 最終得到一個可營運的商業模式，並且可以在未來發展成為一個完整的運動產業生態系統，促進全民健康、提升運動技能、掀起全民運動之風潮；並且讓我國運動產業之發展，能夠追上世界各個已開發國家之運動產業水準。 / In Taiwan, although government defines “what is leisure sports service industry”, but these companies are all with traditional goods-dominate logic business models, not value-exchange service busiess models. These years, personal sport like Jogging, Marathon, Cycling, and Triathlon become very popular in Taiwan because of some modern wearable technology, also improving sports industry development. Team ballgame sports are always a hot topic and bring a shopping rise when our national teams play at international games. This implies that sport can be regarded as a key performance indicator for a country, but our sports industry development is not good as that of United States and Europe. This thesis focuses on team ballgame sports service design, trying to resolve the design challenge of “how to retain the memories of team ballgame players and their stakeholder’s with a more efficient and more convenient way”, in order to achieve customer value co-creative goal through system and service design thinking. Analyze stakeholders, explore stakeholders’ possible insights, identify system operant resources, and oberserve interactions to find out stakeholders’ Point-of-View, and then create the design solution. Throuth these processes, we will build up a feasible business model, and create a sports industry ecosystem in the future. This will improve people’s health, sport skills, and raise sport excerise trend to improve Taiwan’s sports industry development catching up world’s developed country.

新品牌的崛起，一般的建議是1.建立起令人有豐富且深刻聯想的品牌識別系統；2.以強力的整合行銷傳播建立品牌高知名度，假以時日，就能成為強勢品牌。但以筆者多年擔任行銷顧問的觀察，按表操課的企業未必都能獲得成功，深究其原因，可發現從新品牌開始曝光，消費者就一直拿著放大鏡來檢視打造這個品牌的企業所有的一切作為，是否真的下定決心、義無反顧地想做好品牌。這篇論文正是研究企業究竟要做出什麼承諾，才有取信顧客，讓顧客心悅誠服願意建立關係。 本研究將品牌承諾定義為：「企業為打造品牌所做出重大投入或投資」，並認為品牌承諾的主要目的是為了將外部顧客鎖入內部，所以品牌承諾的作用就是促進顧客願意建立長久而穩定關係的意願。 由於品牌與顧客的關係是由一次次的接觸而建立起來，所以本研究由品牌接觸點切入，認為品牌接觸點就是顧客判斷品牌承諾可信與否的線索。並以關係意願取代購買意願來衡量顧客願意建立關係的強度，其原因為許多消費者在沒有能力消費某品牌前，可能已經成為該品牌的粉絲，這些粉絲常常為喜愛的品牌捍衛辨護，尤其在網際網路上。 本研究經實證分析得到以下的發現： 1.單一類型品牌承諾投入愈多，則顧客的關係意願愈高。 2.以品牌接觸點的觀點，將所有接觸點上的品牌承諾加總，承諾愈高，則顧客的關係意願愈高。 3.品牌印象會造成關係意願的顯著差異 4.品牌忠誠者的關係意願較未購買者高。