本研究以華碩Zenfone(禪風)手機為案例，探討產品開發工程師與使用者雙方對於智慧型手機期望的落差。從智慧型手機的三大主要功能---主機、相機、人機介面切入，分析工程師與使用者之科技意會落差，藉以反思華碩之智慧型手機之策略，及其創新的挑戰。 關於創新理論的探討，本研究引用了使用者創新理論、思維框架理論及科技意會理論，試著用正反合來辯證。使用者創新理論認為，產品開發人員應該從「領先使用者」身上找尋創新的點子。該理論說明了創新的來源，但對於開發人員要用甚麼方法與使用者互動「汲取」創新的點子，著墨不多。思維框架理論突顯開發人員與使用者擁有不同的思維脈絡，而這些思維框架造成雙方雞同鴨講，導致創新失敗。此理論說明了創新的阻礙，但卻未探討可以採取什麼行動，可以破除框架而創新。本研究主張要找出開發人員與使用者科技意會的落差，才能從落差中創新。首先，開發人員必須認知與使用者間存在著意會的落差，並思考造成落差的原因；釐造成落差的原因，才有機會克服這些障礙，從落差中汲取出創新的點子。 實務上，面對日新月異的產業及市場，建議華碩必須認知工程師與使用者間科技意會的落差，才能真正掌握消費者而持續地創新。提出的建議包括：工程師要更能傾聽消費者的悲鳴之聲；研發主管要能夠理解造成意會落差的原因，進而在管理機制上，盡量破除思維框架的制約；行銷人員要能夠扮演工程師與消費者間的橋梁，協助工程師看透意會落差，進而解讀出創新的點子。意會落差的自覺亦可延伸到其他產業，任何產業的開發人員，通常都是該產業的「專家」，而他們的思維框架使他們對於消費者的痛點視而不見。期望意會落差的自覺，能夠幫助大多數代工思維的台灣產業，提升創造價值的能力。

現代化組織雖然熱衷於導入資訊科技來提升組織競爭力，但研究發現近一半的科技導入最後是以失敗收場；此種不導入科技則組織將失去競爭力、但導入科技後卻達不到預期成效的兩難，是造成組織生產力困境的原因之一。此一企業面對科技採用的兩難困境，引發本論文的研究動機。 實務中許多科技導入失敗的案例已經說明決定企業是否擁有競爭力不在於組織是否導入科技或使用者如何採用新科技，愈來愈多的研究已證實如何在導入科技後，讓員工願意改變既有的工作習性，並樂於持續地使用科技，且逐漸將科技使用內化成為日常工作實踐，可能更加重要。此外，實務中也常發現組織內的科技使用者在面對相同科技時，往往並不是接受科技，或是拒絕科技的二元採用論；相反地，因為使用者會對科技進行自我詮釋與賦予個人意義，故導致許多不同且有趣的採用類型，甚至可能造成非預期的負面反應與行為。 過去許多探討個人層次的科技採用研究專注於科技採用者的認知因素對科技接受與否之影響，本論文則專注於科技採用的情感面探討，瞭解使用者對科技的心理擁有感受如何影響採用行為。綜合過往文獻的不足，本論文提出二項主要研究問題：(1) 科技採用是否存在多元化的採用類型？影響原因為何？與 (2) 科技採用者對科技的心理擁有感如何影響科技採用行為與績效？ 針對上述的研究問題，本論文回顧科技採用、科技意會、心理擁有感與在地知識等相關文獻，輔以二階段的研究策略，依序進行個案質化研究的理論建構 (研究一) 與量化假說的理論驗證 (研究二)。首先，研究一以新加坡康福計程車與台灣大車隊計程車為研究個案，藉由瞭解二地的計程車司機如何採用衛星派遣科技之紮根研究，歸納出科技採用者的科技心理擁有感將影響對科技的意會，與使用科技的在地知識類型；其次，科技心理擁有感可藉由以上二者的中介效果，進而影響科技採用型態與採用頻次。本論文由研究一推導出相關的研究假說，以供研究二進行關係驗證。最後，在研究二中，本論文藉由科技心理擁有感、在地知識、科技意會的量表發展與結構方程式統計分析，進行研究一的假說驗證與探討。 經由數百位計程車司機開車實踐的觀察、訪談與大樣本問卷調查後，本論文發現科技心理擁有感可區分為「我的科技心理擁有感」與「我們的科技心理擁有感」二類屬性；而科技心理擁有感將產生二大類的科技意會類型：「實用認同型科技意會」與「自利專屬型科技意會」，與二大類的在地知識：「近地型在地知識」與「遠地型在地知識」，最後，進而影響科技的多元採用類型與採用績效。 本論文有系統地利用質性紮根研究進行構念的歸納與分類，發現不同型式的科技心理擁有感、多元科技意會、在地知識與科技採用類型，並建構一個多構念且具完整性的科技採用分析架構與衡量方法。同時，本論文也借用組織行為理論中的心理擁有感理論於科技採用研究中，以解釋個人對科技的心理擁有感如何影響科技採用行為。整體而言，本論文力求達到研究情境真實性、研究衡量精準性與研究結論類推性的理論建構三大目標。 / For purposed of efficiency, organizations often engage in adopting or transferring new technology across national boundary to increase their competitive advantage. But researches found over half cases of IT (information technology) implementation failed in the end. This dilemma between losing competitive advantage without IT implication and failing in adoption with technology transfer is a main challenge of organization. The research objective of this dissertation is to understand the profound occasions of this dilemma. In the reality, many IT failure cases have illustrated keeping competitive advantage for organization was depends on how to transform users’ routines or habits from current IT usage on post-adoption stage rather than adopting a new technology on pre-adoption stage. In other words, the final goal of IT implementation is to internalize the technology use to become users’ daily practices. In addition, what is missing from the current discussion literature of technology management is that technology adoption is multiple patterns rather than a trade off between acceptance and rejection. Therefore, in different organizational context various users may render multiple interpretations of the same technology, leading diversified adoptive behaviors or some negative and unexpected results of IT use. The first research question of this dissertation is: How do people’s situated practices enact patterns of users’ sense-making towards technology, leading to multiple modes of technology use? Prior studies of technology adoption in individual level have developed a set of useful analysis on technology acceptance from users’ cognition perspective. However, the current literature has not yet investigated behaviors of technology adoption from affective approach. The second research question of this dissertation is: How feeling of ownership of technology individual user has influences their technology use? Through the literature review from technology adoption, technology sense-making, psychological ownership, and local knowledge, we built a two-stage research strategy to answer the above research questions. First, we formulae a conceptual framework by conducting qualitative research approach. Two cases was investigated in this stage, they were Comfort Taxi Co. in Singapore and Taiwan High Transportation Co. (THT) in Taiwan. By ethnographic data collecting from two cases in two years fieldwork, we observed how taxi drivers in Singapore and Taiwan adopt and use the same technology, G.P.S. (Global Positioning System) dispatch system, named Cablink. Second, from the findings of qualitative cases, we generalized the some hypothetical relationships among psychological ownership of technology, technology sense-making as well as patterns of local knowledge users own. The next, we test these hypotheses through questionnaire development and surveys answered by THT taxis drivers in Taiwan. The findings indicated that the taxi drivers had two types of psychological ownership of technology (Self-oriented and Collective-oriented) triggering two modes of technology sense-making (Pragmatism sense-making and Autism sense-making), and two kinds of local knowledge (Local search on knowledge and Distant search on knowledge). Consequently, the frequency of technology use will be influenced by above constructs directly and indirectly. In conclusion, this dissertation proposes to analyze technology adoption through sense-making and feelings of ownership by combining qualitative and quantitative methods. The findings enhance the theory of technology sense-making and psychological ownership, and suggest practical implications for post technology adoption and global technology transfer.

科技與創新，為當前服務業最關心的兩個成長驅動引擎，也是競爭的主要利器。政府為刺激產業創新與升級，研擬「ITeS科技化服務業旗艦計畫」，將「健康照護」納入五大推廣策略主軸內，鼓勵異業合作，期以科技與創新來開創新興服務產業，提升我國經濟成長與競爭的優勢。 為瞭解服務業科技化異業之間如何進行合作，本研究以質性研究的方式，採訪兩個申請技術處「創新科技應用與服務計畫」的健康照護聯盟參與者，一聯盟為「創新數位遊戲復健服務先期計畫」，另一為「遠距健康照護U-Care建置計畫」，藉兩種不同類型的個案，來瞭解是什麼原因影響聯盟的合作成效？ 本研究透過系統開發專案研究的幾個觀點進行辯證，包括重視科技物件與營運績效的「物件觀點」、多元利益與政治因素驅動的「社會互動觀點」、思維習慣與限制的Orlikowski與Gash(1994)「科技思維框架觀點」，以及意義建構與詮釋的Weick(1988)「意會觀點」進行跨個案之間合作成效的辯證。 研究發現，新服務跨業聯盟可以「合作意會」(Collaborative sensemaking)做為增進營運順暢的一種有效策略。包括導意(Sensegiving)、需意(Sensedemanding)與意解(Sensebreaking)的運用，採用象徵人物與服務物件做為意會媒介，以非正式活動促進夥伴意會與共識，探詢與參與工作脈絡來主動尋找意會脈絡，其中，工程師透過駐點參與及對護理人員服務痛點的體會，轉變思維框架，化解不同領域與組織背景帶來的衝突，更是文中深富意涵的部分。此外，合作參與者也可以「情感基礎」、「工作脈絡的瞭解」、「領域團體的接觸」與「組織策略與代理人動機的結合」四種策略，深化合作意會，並做為檢視成員涉入合作程度的指標。此外，多元合作意義的塑造，也是間接促進合作意會的有效方式。 其次，本研究也歸納服務業科技化常見的合作問題，如在執行層次，創新應用皆在科技人，服務人缺乏科技與服務應用的想像，而科技人則因服務的動態特質，而添增系統開發模稜兩可的情境；聯盟層次，發現多元利益常使參與者失焦營運重點，忽略對服務對象的關懷。 由於新服務與健康照護的人本關懷與社會互動實驗特性，本研究主張以合作意會做為跨業合作的策略，也提醒惟合作成員能重視與肯定每位聯盟參與者的價值，以及關心服務對象的生活需求與痛點，才能跳脫物件利益的陷阱，提升對人性的敏感層次，以設計出深具社會意義與可行的商業模式。本研究最後提出幾個學術意涵，也對醫療機構、廠商、研發法人機構與政策提出實務意涵，並對健康照護服務業科技化的社會意涵提出看法，重思意會的哲學意涵。 / ICT and innovation are the two most mentioned engines and powerful weapons for the growth of the service currently. In order to upgrade the industry, Ministry of Economic Affairs conducted “IT enable Service Program” and made “Health care” being the five main strategies, and more, encouraged organizations using technology and innovation to improve the growth and competition of econonmics through cross-indusrial collaboration. To know how the cross-industrail firms cooperate with each other in ITeS process, this study used qualitative research approach interviewing 21 participators within two health care alliances which worked “Innovative Technology Applications and Services Program” hold by Department of Industrial Technology, one alliance conducted “Innovative Digital-game enable Physical Rehabilitation Pilot Plan”, the other conduct “Remote Health Care U-Care Establishment Plan”. Base on the two different kind cases, this study explored what affacts influenced alliance work deeply? This study adopted dialectic method to probe the effect of ICT development program in cross-cases analysis, the theoris embraced “Artifact lens” which focused technology artifact and operating performance, “Social interaction lens” which actions drived from multi-interests and poltics intentions, “Technology frames lens” which developed by Orlikowski and Gash (1994) and “Sensemaking lens” which proposed by Weick(1988). Respectively, this study found that the “Collaborative sensemaking” strategy was an effective way to promote the operation in new service cross-industrial alliances, including sensegiving, sensedemanding and sensebreaking exercises, taking symbolic person and service artifacts in sensemaking media, using informal activities to enhance particators’ sensemaking and common consensus, asking and participating work context to find the sensemaking conext. Especially, the technologiest could transfer his frame of reference by stationed at the partner’s firm and realized the pain point beyond nursing staff’s service, so that the conflicts which arised from the different field and organizational context could be resolved. Besides, participators also could use flour strategies, “Friendship”, “Working context”, “Contacting with social groups” and “Integration of partner firm’s development strategy and agent’s motivation”, to deep collaborative sensemaking, and be the indexs to examine the extent which participators involve the cooperation. And more, the shaping of multi-collaborative meanings, was also an effective way to improve collaborative sensemaking indirectly. Besides, this study also found the problems occurred in the ITeS alliances. For example, in working level, the innovative applications often created by the technologists, not service person; second, due to the dynamic characteristic of service, technologists would face equivocal situations during developing systems. In alliance level, multi-interests often enabled participators deviating from the main mission in plan operation, partners maight also ignore concerns the ultimate customers. Due to the characteristics of humanistic care and social interaction experiment of new service and health care, this study argued that the collaborative sensemaking could be a useful strategy to improve crosss-industrail cooperation. And more, this study also suggested the partners in the alliance should respect and confirm each participators’ value, and concerned the ultimate customers’ life need and pain point, so that they could jump across the artiftact-interest traps, promote the sense level to human nature, and designed rich social meanings and workable business models. Finally, this study proposed some research and practice implications, and advocated the social implications about the health care in ITeS.

由於許多企業對於LINE在號召年輕族群的能力寄與厚望，為了釐清目前企業對於評估LINE與操作LINE的策略是否合乎年輕族群的需求，本研究將聚焦於討論最早採用LINE的企業期待透過LINE進行品牌年輕化的歷程，以企業的實戰經驗切入，剖析早期採用LINE的企業進行品牌年輕化歷程與操作策略，同時透過釐清年輕族群對於使用LINE的經驗與需求兩相對照，試圖釐清目前企業使用LINE進行品牌年輕化的做法是否正確？是否有迷思存在的可能性？若因迷思存在而造成經營策略上的偏差，企業未來該如何修正與優化？ 由於意會本質上是人們對事務的主觀認知，並且是一個持續性的流程，是一種複雜且動態的觀念，因此將採用深度訪談法針對企業的相關部門成員進行歷程的研究。為呈現企業內部與外在社會環境相關的完整脈絡，本研究也會輔以消費者訪談、文獻資料法與二手資料法作為資訊搜集與驗證成效的方式。研究結果發現，個案對於透過LINE推動品牌年輕化的歷程上，確實存有許多囿於過往經驗或組織文化所形成的主觀認知，導致其對於新科技的理解與其目標族群的需求有所落差。研究結果也顯示，LINE確實能為企業接觸到年輕族群，但需要提供他們所需要的服務和資訊，才能爭取他們對品牌的認同和好感，同時與年輕族群的互動形式，相較於過往的單向式傳播，也必須因應LINE的科技特質有所調整。 / As many enterprises place great expectations in LINE’s ability to call out the youth, in order to find out whether the enterprises’ strategies in assessment and operation on LINE meeting the demand of the youth, this research looks into the experience of the first runner enterprises that promote brand rejuvenation with LINE. By introducing the real-world experience of the enterprise, this research analyzes the journey and operation strategies of rejuvenating brands by using LINE in early years. Meanwhile, by comparing the experiences and demand of using LINE among the youth, this research aims at whether the methods of rejuvenating brands by using LINE are satisfying. Does the myth really exist? If the myth does exist and bring diversified business strategies, how can the enterprises revise and improve their strategies in the future? Since sense making is people’s subjective perception of affairs by nature and it is both a persistent process and a complicated and dynamic concept, this research focuses on the experience from members of relevant departments of the enterprise by in-depth interview. To present the context of the internal and external environment of the enterprise, this research also utilizes consumer interview, documents, and literature as the main data sourses and effectiveness verification. The research results show that cases do have many subject perceptions generated from previous confined experience or organizational culture in the course of LINE’s promotion of brand rejuvenation, which gives rise to difference between the understanding of new technology and the demand of target groups. The research results also show that LINE really enables the enterprise to access to the young people, but provision of their necessary service and information is required to get their recognition and good impression of the brand. Meanwhile, the means of interaction with the youth must be adjusted according to LINE’s technological nature comparing with previous single-direction dissemination.