本研究在探討醫師採用不同世代產品行為受到醫院背景、個人因素及病患之影響，以全民健康保險資料庫進行大樣本迴歸分析，分析自中央健康保險局納入給付後醫師採用心臟支架的情形，並對醫師首次採用時間早晚進行研究分析。本研究以兩世代產品採用差異發掘創新擴散各階段醫師採用心臟支架的影響變數，並分為醫院-醫師-病患三個層次來做整體考量。實證結果顯示，從醫療院所的層級或權屬看來，醫院層級對醫師採用早晚無顯著影響，而私立醫院的醫師較早採用第二代產品。另外，在醫師個人特質方面，年齡越大的醫師越早採用產品，資深醫師會較晚採用第一代產品，而女性醫師也會較晚採用第一代產品。從病患影響的角度來看，醫師所遇到的病人願意自付比例高者，採用時間越早。而兩世代採用時間早晚也具相關性，越早採用第一代產品，也會越早採用第二代產品。 / The purpose of this research is to investigate the decision determinants of physician’s innovation adoption of multi-generations products. Based on the National Health Insurance database, this study focuses on analyzing the physician’s adoption time on coronary stent to verify the hypothetical determinants from hospital - physician - patient levels. The empirical results show that the academic level is not associated with physician’s innovation adoption time. Physician in private hospital is likely to adopt the second generation product earlier. In addition, physician’s personal characteristics- age, work experience and gender also have significant impacts upon physician’s adoption time. Elder physician will be early adopters of innovation products, and senior or female physician will be the late adopters of first-generation products. As to the influence of patients, if the physician’s patients are more willing to pay, the physician will adopt product earlier. Besides, the two generations have positive correlation, the earlier adopter in first-generation products will also adopt second-generation product earlier.

許多新概念或新技術的擴散通常不僅耗時甚長、擴散範圍十分廣泛，再加上社會網路在其中扮演了重要的角色，使得創新擴散本質上就屬於一種動態、非線性的複雜現象，事實上，近來研究發現，創新擴散的諸多特徵，包括「動態、非線性的複雜行為」，「正向回饋的自我組織現象」，以及「對初始狀態一些微小因素的敏感度」等，都與複雜理論中所強調「複雜系統」中的諸多特徵不謀而合。 另一方面，近來創新擴散研究逐漸將擴散視為一個創新者與採用者雙向互動的傳播過程，在擴散過程中，創新的演化與成員間的動態互動成為主要焦點。過去的擴散研究較少討論個體與總體層次間的結構化過程，亦即成員如何互動而產生系統層次的創新秩序，而系統層次的創新結果又如何進一步影響成員的互動，而複雜理論正好可以提供跨層次架構來回應此一理論缺口。 因此，本論文的研究問題包括以下兩者：一、由複雜理論觀點來看，概念型創新擴散的動態過程為何？二、由複雜觀點來看，在概念型創新的擴散過程中，相關因素如何影響創新擴散的動態過程？這些因素間存在何種互動與回饋關係？承上所述，本研究的範圍界定為「概念型創新」，在此「概念型創新」指的是近似於典範的一種具有複雜多元內涵的創新。 在研究方法上，本論文採用序列性多元方法的研究設計。利用歷史法、實驗法與個案法三種研究方法，針對相同的兩項問題，總共進行三項實證性研究，透過「質性方法--量化方法--質性方法」三種研究方法的截長補短，提高本研究的理論效度。 研究一利用歷史研究法對蒙特梭利教學法的擴散過程進行研究，將蒙特梭利教學法的擴散分為三階段，透過三階段成功、失敗與成功三種不同結果，發現不同的初始狀態變數情況，主要是再創造可能性與體制開放與自由度，將導致創新擴散的不同結果。研究二新概念擴散實驗進行兩階段實驗設計，操弄五項自變數進行重複多因子實驗，共取得二十八個實驗數據；比較不同變數情境與採用結果，除了驗證初始狀態變數對創新擴散的影響外，也發現自變數間存在明顯的交互關係。研究三進行蝴蝶蘭產業創新擴散個案研究，比較台糖進入蝴蝶蘭產業前後的創新擴散過程，以及蝴蝶蘭、嘉德利雅蘭，以及國蘭三種蘭屬的發展過程。隨著三項實證研究的進行，變數內涵逐漸豐富化，證據力也進一步強化。在研究三結束後得到修正後的觀念性架構，成為本論文的結論。 在結論部分，本研究有三大主張。首先，系統的初始狀態，包括創新導入者的網路位置、體制自由與開放性、再創造可能性、創新內涵豐富性、擴散誘因與採用人數等六項因素，將影響創新擴散成功的可能性。其次，創新擴散過程中包含許多的演化與正向回饋機制。最後，創新擴散是一個自我組織的過程，系統秩序從低一層次成員之間的互動自然突現，而非走向無序；但在自我組織過程中，秩序的出現有賴於中央協調機制（標準版本）；同時系統需要不斷輸入的能源，使其維持在自我組織行為出現的臨界點之上，這些能源通常來自於新採用者所帶來的量與質的效果。 / This dissertation applies a new perspective, complexity theory, to discuss the diffusion of “conceptual innovation”. Here conceptual innovation indicates a paradigm-like innovation with various content. By using “metaphor”, I treat diffusion as a self-organization process, and adopted important concepts from complexity theory, such as initial conditions, positive feedback, and self-organization, and then develop a dynamic process model of innovation diffusion. In this dissertation, a multi-method research design is adopted. To draw on the strength of each and offset the weakness of the others, three empirical studies were conducted. First study, the pilot study of this dissertation, is concerning the diffusion process of Montessori method, in which the different result of three diffusion stages was compared. Second, a laboratory experimental study simulating diffusion process of a new concept has been conducted. In each experiment, a new concept was announced and counted the number of adopters. Each experiment has different scenario design that is one specific combination of all variables, and then the number of adopters was compared. Third, the diffusion process of Phalaenopsis (Moth Orchid) industrial innovations was studied, in which the development process of early/late stage and three category orchids was compared. This dissertation concludes with the following findings. First, innovation diffusion is a dynamic, nonlinear complex process; factors in initial conditions will influence the result of innovation diffusion. Secondly, evolution and positive feedback effects work continuously all through the diffusion process. Finally, diffusion of conceptual innovation is a self-organization process, which depends on energy injecting into the system continuously and the existence of central coordination mechanism in the system.

在行動寬頻、雲端及網際網路等產業的帶動下，全球行動裝置如智慧型手機及平板電腦蓬勃發展，其衍生之行動經濟及應用更為全球經濟成長帶來高度動能。在連網裝置逐年成長之下，物聯網產業應運而生，而其中感測器技術更為物聯網基礎建設中最為核心的關鍵項目。繼蘋果於西元2013年WWDC大會發佈iBeacon技術後，全球零售業掀起微定位熱潮，而Forbes更預估企業利用Beacon搭配APP蒐集消費者資訊為未來物聯網重要趨勢之一。在實體零售店逐漸「展示店化」趨勢下，如何藉由ICT科技、物聯網技術、行動裝置應用來加強與消費者間的連結及提升購物體驗，為實體零售業者急需面對的課題。 本論文研究主要的目的在於探討Beacon於台灣零售業者燦坤的創新擴散歷程，以及使Beacon能夠於燦坤導入每階段快速擴散的關鍵因素，而其中以創新擴散模型之認知、說服、決策、實行、確認五階段構面進行研究與分析。此外，更探討燦坤如何運用Beacon進行O2O虛實整合。 本研究所得到的主要結論包括：(1)在創新擴散的流程中，擁有與導入科技相關的組織團隊背景以及根據創新需求調整組織架構，為Beacon於燦坤之認知階段中能夠快速擴散的關鍵因素。(2)在創新擴散的流程中，鼓勵創新的企業文化為Beacon於燦坤之說服階段中能夠快速擴散的關鍵因素。(3)在創新擴散的流程中，將非核心能力專案外包以及對於外包廠商的選擇，為Beacon於燦坤之決策階段中能夠快速擴散的關鍵因素。(4)在創新擴散的流程中，高階主管對於專案的參與支持以及選擇場域面積、營業額、人流數較大的門市進行首波產品曝光測試，為Beacon於燦坤之實行階段中能夠快速擴散的關鍵因素。(5)在創新擴散的流程中，進行產品的成效評估和顧客滿意度調查，以及尋求產品穩定的獲利模式來源，為Beacon於燦坤之確認階段中能夠快速擴散的關鍵因素。(6)燦坤以Beacon為技術核心打造燦坤黃金傳說APP，以門市尋寶及APP推播的方式，連結燦坤3C實體門市及快3網路商城，使虛實能夠結合及互利。本文最後並提出對於實務上及後續研究的建議。

近年來，隨著企業籌資需求上升、金融機構避險需求增加、以及一般民眾投資理財意識抬頭，各式金融創新產品因應而生。這些金融創新產品可以滿足不同客戶之需求，提升企業競爭力，或是協助一般民眾達到投資理財之目標…等目的，而以上都是傳統金融商品所無法提供的功能，因此金融創新之重要性不言而喻。然而，在目前相關文獻中，鮮少研究探討金融創新與其創新擴散相關議題。 基於上述動機，本研究旨在利用以往用於科技技術創新之「創新擴散」與「行銷鴻溝」模型，探討「金融創新」當中最具代表性之創新產品「連動式債券」，是否也擁有類似科技技術創新之創新擴散與行銷鴻溝現象。 本研究以台灣地區2002 年以後主管機關核准連動式債券銷售業務開始，到2008 年雷曼兄弟倒閉事件爆發為止，做為研究期間範圍。首先，根據創新擴散與行銷鴻溝理論建構出研究架構，提出探索性假設。接著，透過先導個案之方式針對銀行與壽險業者進行訪談，得出對應探索性假設的初步答案，形成研究假設。最後，再將研究假設設計成問卷，針對所有連動式債券第一線銷售人員進行發放與回收，以進行假設檢定量化分析。 經由本研究結果發現：(一) 金融創新產品存在與科技技術創新相同之創新擴散模式； (二) 金融創新產品擴散過程中，先後採用之不同族群存在不同特性，包括風險承受度、投資預備金額、投資連動債之專業知識程度皆隨時間遞減；(三)金融創新產品擴散過程中，也存在科技技術創新所面臨難以跨越的鴻溝，其中產品單位金額大小是最關鍵之成因。然而，由於金融創新技術相較於科技創新技術較不需要時間與金錢成本去進步改良，因此金融業者僅須透過調整產品單位金額大小，便可輕易跨越鴻溝。也由於金融創新產品此種技術特性，業者其實是有能力同時向不同族群區隔進行銷售，但是礙於主流市場消費者一定要在看到可參考之成功經驗後才敢購買，因此業者仍然會先從早期市場開始銷售，形成與科技技術創新擴散模型相同之模式；(四) 有別於科技技術創新擴散模式當中，早期市場消費者之接受行為擁有降低創新不確定之象徵意義，在金融創新產品擴散過程當中，早期市場消費者之採用行為，並不能代表產品風險已經縮小至一定程度，因為金融市場之風險並不會隨技術進步而消失。然而，主流市場消費者卻存有科技技術創新擴散模型之習性，誤以為早期市場消費者之接受行為代表著金融創新產品之風險已縮小而積極跟進購買，因而承擔了超過原本所能容忍之風險程度，導致最後往往面臨虧損。 / In recent years, many kinds of financial innovation products have been invented in response to the rising demands of corporate financing, financial institutions’ hedging, and personal financial management of general public. These financial innovation products can meet different needs of different customers, bring competitiveness to enterprises, or even help the general public to manage their money more efficiently, while these are which the traditional financial products cannot achieve. As a result, the importance of financial innovation goes without saying. However, in the existing literatures, there are only a few studies concentrated on this issue. This study took 2002 to 2008 as the research period, which was from the Taiwan government first approved the business of selling structured notes to the outbreak of bankruptcy of Lehman Brother. This study first constructed the research framework and exploratory hypotheses based on the innovation diffusion theory, then explored the corresponding answers to the initial exploratory hypotheses through interviewing workers in banks and insurance companies and formed the research hypotheses, and finally conducted a questionnaire survey among those first-line sales of structured notes to test the research hypotheses statistically. This study found that: (a) financial innovation had the same pattern with the technological innovation diffusion process, but it was because general customers needed to see a successful example to pursue themselves to accept that financial innovation; (b) different groups in the innovation diffusion process had different features, including the level of risk tolerance, the amount of money used to invest, and the knowledge of investing structured notes, and the level of these features will gradually decrease as the time point of their acceptance; (c) there also existed a chasm in the financial innovation diffusion process as the technological innovation diffusion, and the key to cross the chasm was the price of each product; (d) the acceptance of earlier customers in the process of financial innovation diffusion did not mean that the risk of the products had reduced, which was quite different from the technological innovation diffusion process, and later customers usually perceive lower risk than it actually was and borne more risk than they actually can afford without knowing the above difference.

有關科技創新在擴散上的研究已行之有年，且有不少有關的研究發現及案例。但是創新的層面不只侷限於科技，在近年來服務創新、行銷創新等概念的興起，產生了創新領域內新的研究目標。而這些類型的創新擴散研究更是相當稀少，故本研究希望從此一方向進行探索性研究，期望同時有助於實務與學術的發展。 社會與科技的快速發展，促使網際網路的使用普及化，也影響到公司與消費者間的溝通及行銷模式。行銷創新：Inbound Marketing也是在這樣的情境下誕生。而近來台灣大量公司也採行Inbound Marketing作為重要的行銷手段時。讓公司不斷採納Inbound Marketing的理由及想法應該有可解釋的背後因素，所以本研究期望藉由研究的結果回答三點研究問題：(1) 影響行銷創新採用的重要關鍵因素為何？(2) 行銷創新擴散主要因素為何？(3) 不同產業在採用行銷創新上的異同為何？ 本研究藉由文獻與學理的回顧，進一步探討Inbound Marketing行銷創新。以創新擴散、科技接受模式及兩階段理論作為基礎，發展出個案研究的基礎架構。研究架構將創新採用的過程，以創新決策流程作為基礎，區分為動機、啟發、執行及常規化等四個階段，並結合科技接受模式及兩階段理論中所討論的要素，進一步發展出構面。動機構面中含括創新、環境及組織等要素，啟發構面則包含設定標的及尋求創新等項目，執行構面則有重新定義及釐清兩個步驟，最後的構面則是常規化階段。本研究採用多重個案研究法，依前述的架構構面與變項進入深入的探討。 本研究所得到的初步結論包括：(1) 資源、環境及競爭要素是影響行銷創新採用的重要關鍵因素。(2) Inbound Marketing的高創新可近性是行銷創新擴散的主要因素。(3) 消費性電子及連鎖餐飲業在Inbound Marketing行銷創新採用的比較中，產業差異並不顯著。本論文最後進一步提出實務上及後續研究上的建議。 / Studies in innovation distribution and diffusion field have been researched for decades, but most innovation target will focus on technology innovation. Marketing innovation is still a new issue in innovation diffusion field. The study wants to be a base for following research in this topic. Internet quickly developing has totally changed communication tools between customers and companies, and forced new marketing method (or “marketing innovation”) “Inbound Marketing” was generated. And in these years, more and more companies adopt inbound marketing as a regular marketing tool. This study tries to explain the factors and motivation of company adopts marketing innovations, main reason of marketing innovation diffusion and differences of marketing innovation adoption between different industries. This study review innovation, marketing innovation related research, and make sure study target” Inbound Marketing” as a marketing innovation. And the study frame combines innovation diffusion, technology adoption model and two stage theory to analyze all study cases. The study structure is divided into four stages: Motivation, Inspiration, Execution and Routinization. Motivation contains “Innovation”,” Environment” and “Organization” factors. Inspiration includes “setting targets” and “seeking innovation”. Execution has ” Re-define” and “clarify” two stages. Finally companies adopt innovation and “Routinization”. The study finds “Resources”, “Environment” and “Competition” would be the main reason of marketing innovation adoption. And the high accessibility of inbound marketing with “Environment ” and “Competition” is the main factor of marketing innovation diffusion. Finally ,comparing “ Consumer Electronics Industry” and “ Chain restaurants” two industries, the difference in marketing innovation adoption is not obvious.

以往高級精品只有貴族階級才有權利配帶。時至今日，中產階級消費者如一般上班族亦開始購買精品，使得人們對於精品的消費投入逐年增加。法國的精品產業靠著出口高級時裝、首飾、化妝品等精品，每年為法國政府帶來豐沛的外匯收入。除此之外，精品產業與其他同為景氣循環產業相比，復甦力道實為有過之而無不及；因此，精品產業之高獲利成長力與強勁復甦力道成為許多其他產業所探究及效法的對象。 現存精品相關文獻鮮少文獻探討精品創新相關議題，而在探討精品消費行為的研究中，除了探討精品消費動機與知覺價值外，並未進一步探討精品新產品隨著時間的擴散，消費者購買精品之動機與消費者特性是否產生變化。因此，本研究擬採用過往多半用於高科技產業之創新擴散理論，並以精品產業龍頭A精品公司為例，試圖探討精品新產品之擴散模式為何；另外，本研究除了探討客觀時間之擴散模式，亦針對精品具有較強烈之社會影響特性，亦加入同儕情境，更深入了解主觀時間的擴散模式。最後，本研究也會針對早期精品消費者與晚期精品消費者所注重的精品知覺價值是否有所不同的現象進行研究。 由量化問卷調查與質化深度訪談之綜合分析，本研究發現：(1)精品新產品擴散模式屬於Bass模型，所有潛在的精品消費者皆可分為受到廣告影響的創新者或口碑影響模仿者兩類；(2)精品新產品擴散模式由客觀因素與主觀因素共同建構而成，除了將採用者依客觀時間分為早期與晚期，本研究另外提出客觀早期的模仿者(即主觀落後者)與客觀晚期的創新者(即主觀創新者)；(3)精品知覺價值類型與客觀購買時間的先後並無顯著差異；(4)「撞包」顧慮是由於挑剔心態與跟隨心態並存的現象，對消費者的購買決策並無實際影響力。 / Before long, only blue blood has the right to possess luxury goods. Nowadays, middle class also starts to buy luxury goods, which increases the yearly consumption of luxury goods. By exporting high class garments, accessories, make-ups and so on, luxury good industry in France yields immeasurable foreign exchange income to French goverment. Besides, the strength of recovery in luxury goods industry is much stronger than other business-cycle industries. Therefore, with high-profit and strong recovery, luxury goods industry become the benchmark of other industries. Among the existing literatures of luxury goods, few literatures discuss issues related to the innovation of luxury goods. And in the researches of luxury-goods consumer behaviors, in addition to exploring the consumer motivations and perceived values, the changes or not of consumer characteristics and motivations with time-spreading lacks further probes. Thus, based on the theory of diffusion of innovations that mostly applied to high-technology industry, this study tries to explore the new product diffusion model of luxury goods in the case of a leading luxury brand A. Moreover, owing to stronger social influencs that luxury goods characteristic of, this study not only discussing the real time periods, but also deeply look into peer sithations in order to understand the diffusion model in subjective time periods. At last, this study will explore the differences of perceived values between early adoptors and late adoptors. Under comprehensively analysis from qnantative Questionnaire surveys and in-depth interviews, findings are as followed. (1)The new product diffusion model of luxury goods is highly close to Bass model. All potential luxury-goods customers can be divided to advertisement-influenced innovators and word-of-mouth-influenced imitators. (2)New product diffusion model of luxury goods is constructed by objective factor and subjective factors. In addition to classifying adoptors into early and late according the real time period, this study proposes other classifications: objectively early imitators (subjective followers) and objectlvely late innovators (subjective innovators). (3)Perceived value of luxury goods would not significantly sway with the objective doption time. (4)The fear of having the same bag with others results from the coexisting of Snob effect and Bandwagon effect, which has no actual influences on consumption decisions.

設計思考是強調以人為本的創新，透過同理心之觀察、研究，全盤發想整體的創新對策來解決最根本的議題，並以原型製作輔助闡述，創造出新組合和跨領域解決方案，最終達到策略商業設計的目的(Strategic business design)。 現在，純粹以製造為導向、科技為導向的能力與觀念已不足以因應台灣當前所處之市場競爭環境，設計思考闡述回歸人性、回歸關懷顧客的根本需求，「以人為本」，援引社會學家、人類學家的田野調查方法，及開放的動腦會議，提供創新思考模式開發產品、服務甚至是流程或組織變革。 本研究以創新的擴散為研究架構，結合台灣企業實務導入之經驗，與相關領域專家訪談，希望能對台灣企業面臨之挑戰提供建議。 / What is “Design Thinking”? Design thinking is the human-centered innovation that focuses on the issues of observation, accurate definition and early test. Through these processes with empathy base, we are able to come up with a total innovation strategy which solves the fundamental problems. With the help of prototyping, design thinking creates a whole new interdisciplinary innovation achieving the ambition of strategic business design. This system which includes manufacture- oriented abilities and tech-oriented concepts is inadequate for the fierce competition what we live in. Design thinking makes us return to human nature by methodologies of sociology and anthropology. In addition, open brainstorming provides an innovative way for new product development, new service or even organization reforms. This research bases on the “Diffusion of Innovations” written by Everett M. Rogers, and the experiences gained from practical execution of industry and experts, hoping it would give some advice on dealing with nowadays challenges.

亞馬遜（Amazon） 宣布自有電子閱讀器Kindle在2010年的出貨量達800 萬台，不僅遠超出市場預期的500 萬台，也打破Kindle 銷售會受iPad上市而被瓜分的流言。根據國外市調機構Displaybank 統計，亞馬遜（Amazon）的Kindle 電子書上市3 年以來，美國暢銷電子書銷售量已超越紙本書的2 倍，預估2015 年的美國電子書閱讀器市場規模將達5,400 萬台、2018 年有機會成長到8,800 萬台。由上述的資料可見，電子書產品實為一個有潛力的市場。 研究試圖以創新擴散理論(Rogers,1983)為基礎，探討在電子書問世時，消費者從得知電子書存在到採用此產品過程並持續採用之意願，輔以科技接受模式(Davis,1989)來解釋影響電子書使用者的態度、意圖及行為，在此綜合模型中添加了涉入類型的種類(Vaughn,1980)做為影響消費者知覺特性的變數，加入了廠商面的資訊來探討策略結盟對於消費者的意義及影響，除了以電子書本身所具備的功能特性來探討利益面影響因子，更希望能加入風險成本來探討成本面的影響因素，並探討電子書的網路外部性效果(Katz & Shapiro,1986)如何影響消費者的採用意願。 研究結果顯示消費者知覺特性中的認知有用性、認知易用性及相容性會顯著受到消費者涉入程度高低的影響；知覺特性中的認知有用性、相容性和直接網路外部性會顯著影響消費者對於電子書的採用意願；而除了知覺特性中的相容性對於繼續採用意願有顯著影響之外，其餘的變數皆不顯著，這與探討採用意願的結果不盡相同。 依據研究結果，總結出消費者採用電子書意願的相關建議：一、廠商異業結盟行為對於消費者的意義不大，消費者並不關心電子書是由甚麼廠商聯盟所組成，只關心此產品是否能滿足自身的期待及需求，廠商該著重的應是消費者使用習慣的舒適度以及產品功能的有效性。加強技術方面的整合及研發才是吸引消費者注意力並獲得青睞的策略行為。二、實體店鋪的設立能增加電子書產品的能見度，現今國內的電子書廠商百家爭鳴，但使消費者喊得出名字或是聽過的品牌卻沒幾家，這表示廠商所釋放出的產品訊息不夠完整，因此電子書廠商若要提升自家產品的能見度，除了基本的研發工作之外，與媒體之間的配合及實體通路店鋪的設置也是相當重要的，透過通路消費者能夠明確知曉電子書產品的功能特性，根據試用的狀況使消費者更能掌握產品的資訊，進而影響最終的採用意願。

本研究旨在探討臺灣地區國民小學校長科技領導與智慧教室創新擴散的現況，分析不同背景變項與環境變項國民小學之教師，知覺校長科技領導與智慧教室創新擴散之差異情形，並探究國民小學校長科技領導對智慧教室創新擴散之關係，根據研究結論提出建議供有關單位參考。 為達到研究目的，本研究採用問卷調查法，以臺灣地區46所設置有智慧教室的公立國民小學，以校內的教師兼主任、教師兼組長、級任老師與科任教師為研究對象，共寄發問卷364份，回收有效問卷298份，有效回收率為81.87 %。本研究使用SPSS for Windows 20.0 、社會網絡分析軟體（Ucinet 6）及LISREL為資料分析軟體，獲得以下結論 ： 一、臺灣地區國小教師對國民小學校長科技領導及智慧教室創新擴散的 知覺程度整體而言屬中上程度，其整體表現已有一定水準。 二、不同性別、年齡、服務年資、學校歷史之國民小學教師在知覺校長 科技領導及智慧教室創新擴散上，均無顯著差異。 三、不同最高學歷、職務性質、學校規模、學校所在位置、智慧教室的 間數、每週智慧教室使用的次數之國民小學教師在知覺校長科技領 導及智慧教室創新擴散上，具有顯著差異。 四、國民小學校長科技領導與智慧教室創新擴散之間具有顯著相關。 五、國民小學校長科技領導對智慧教室創新擴散有預測力，其中以「願 景、計畫與管理」的預測力最高。 六、本研究建構之模式經過結構方程模式檢定獲得支持，國民小學校長 科技領導對智慧教室創新擴散具有正向顯著的影響。 最後依據上述研究結論，提出具體建議，做為教育行政機關、國民小學校長參考運用。 關鍵詞：校長科技領導、智慧教室、創新擴散、社會網絡 / Research on the Effect of Principals’ Technology Leadership on the Diffusion of Innovations in Smarter Classrooms in Elementary Schools in Taiwan Abstract This study investigated the current status of principals’ technology leadership and the diffusion of innovations in smarter classrooms in elementary schools in Taiwan. It also analyzed the difference of elementary school teachers’ perceptions toward their principals’ technology leadership and the diffusion of innovations in smarter classrooms under different background and environmental variables. Moreover, it probed into the relationship of principals’ technology leadership on the diffusion of innovations in smarter classrooms. According to the research results, suggestions are given to relevant units for reference. For the above research purposes, this study conducted a questionnaire survey on teachers who are concurrently directors, teachers who are concurrently supervisors, homeroom teachers, and subject teachers, of 46 elementary schools in Taiwan provided with smarter classrooms. A total of 364 questionnaires were distributed, and 298 valid samples were retrieved, with a valid return rate of 81.87%. The data were analyzed using SPSS for Windows 20.0, social network analysis software Ucinet 6, and LISREL. The findings are as follows: 1. In Taiwan, the elementary school teachers’ perceptions towards the elementary school principals’ technology leadership and the diffusion of innovations in smarter classrooms are above average as a whole. Its overall performance meets the standard. 2. For elementary school teachers of different genders, ages, teaching years and school history, their perceptions towards the principals’ technology leadership and the diffusion of innovations in smarter classrooms have no obvious difference. 3. For elementary school teachers of different educational backgrounds, duties, school sizes, school locations, number of smarter classrooms, number of weekly uses in the smarter classrooms, their perceptions towards the principals’ technology leadership and the diffusion of innovations in smarter classrooms are obviously different. 4. There is a significant correlation between the elementary school principals’ technology leadership and the diffusion of innovations in smarter classrooms. 5. Elementary school principals’ technology leadership has predictive power on the diffusion of innovations in smarter classrooms; among them, the predictive power on vision, planning, and management is the highest. 6. The constructed modeling of this research was tested and supported by the Structural Equation Modeling, that elementary school principals’ technology leadership has a positive effect on the diffusion of innovations in smarter classrooms. Finally, based on the above conclusions, specific suggestions are offered to educational authorities and elementary schools for reference. Keywords: Principals' Technology Leadership, Smarter Classrooms, Diffusion of Innovations, Social Network

行動行銷將為行銷的未來(Rick, 2005)，透過無線科技的應用，消費者可以以隨時隨地接收到廣告主所發送的行銷活動訊息，並產生即時的互動，研究也顯示此科技應用的有效性，雖這群使用者目前正在增加，但仍為少數，在台灣更是如此。本研究主要目的從創新擴散觀點探討台灣行動行銷為何擴散如此緩慢，此解釋性個案研究將對同件事件提出對立的解釋，並指出如何應用此解釋到其他的創新擴散過程中；以組織層級為主，針對行銷部門，本研究將以多重及嵌入式個案研究，藉由主要影響科技採用與擴散的四因素，包括高階主管的支持、採用單位的專業程度、外界資訊的來源與外部環境所致的壓力，加上與該組織內部與外部環境(包括組織給予的資源與預算、科技廠商給予的專業知識支援、科技廠商對科技環境的教育與訓練，及組織的外部環境對組織策略的影響)來瞭解行動行銷在台灣綜合廣告代理產業的型態。 / Mobile marketing would be the future of marketing. (Rick, 2005). Consumers can receive messages of marketing campaigns from advertisers anywhere and anytime, and make interactions instantly. Studies also show the effectiveness of this new marketing mix tool. The adopters have continually emerged, though there are still few, Taiwan, in particular. The aim of this study is to explain why mobile marketing in Taiwan diffuse slowly from the perspective of innovation diffusion. The research is an explanatory case study, which would pose competing explanations for the same set of events and to indicate how such explanations may apply to other innovation diffusion processes. Conducted at entire organization level, marketing department in particular, an embedded, multiple case study would be used to describe the pattern of mobile marketing diffusion in Taiwan advertising agencies by utilizing four important facilitating factors(including Top management support, Professionalism of adopting unit, External information sources, and External pressure), and a diffusion circuit(including Resources and budget, Expertise from the professional unit, Education and training to the host environment, and Strategic impact to the host organization).