摘 要 為因應服務經濟時代的挑戰，企業必須不斷的追求服務創新來建構本身的競爭優勢，而資訊科技和網路通訊技術的發展，亦讓組織、系統、人力以及資訊等各種資源更加有效率、有效能的聯結在一起。對於以服務為導向的組織而言，如何運用資訊科技以提供線上及時、互動的服務給顧客，已成為攸關組織未來存亡的重要課題。 本論文在探討組織推動科技化互動服務創新(IT-enabled Interactive Service Innovation)時所面臨的相關議題，並定義科技化互動服務創新係指一項以資訊科技(亦包含通訊及網路)為基礎的互動式服務創新，其發展、建置以及播散的過程。研究目的是為了解科技化互動服務創新如何由最初的提案轉換至最終的企業經營績效，而其轉換過程中有那些可能的挑戰或窒礙。 本論文採用過程理論並提出一完整的分析架構，藉以闡述科技化互動服務創新於價值實現過程中，所有阻礙其推動或減損其價值的相關挑戰。研究中進行了三個田野個案(Field case)分析及三個圖書館個案(Library case)分析，所涵蓋的創新服務包括互動電視服務、證劵服務與旅遊服務。 研究貢獻包含：(1)提出一分析架構，完整描述科技化互動服務創新之價值轉換過程；(2)對於過程中造成價值減損的相關挑戰有全面性的呈現，對實務界的高階主管在推動科技化互動服務創新時，可作為決策之參考。 關鍵字：科技化服務，服務創新，互動服務 / As the economies are becoming increasingly service oriented, firms need to create competitive service advantages to compete in the service arena. Thus, enterprises endeavor to develop innovative services to meet the rapid changing customers’ needs and to create leverage from these innovations. Furthermore, with the significant advances in networks, telecommunications, and computing technologies, people, organizations, systems and heterogeneous information sources now can be linked together more efficiently and cost effectively than ever before (Qiu, 2010). For the service-oriented businesses, a lot of emerging service opportunities, such as e-services, e-commerce, and auctions, are envisioned, and well utilizing IT to provide on-line, real-time interactive services to customers becomes an imperative for company’s survival. Therefore, the call for responsive, flexible, agile and on-demand services forces the enterprises deliberating the IT-enabled interactive service innovation (IISI) to enhance their distinctive competency. This research conceptualizes the IT-enabled interactive service innovation as the development, deployment, and diffusion of a new interactive service through information technologies (IT) (including the communication and networking) for the customers. The purpose of this research is to answer the question of how an IISI is transformed from the initial proposal, IT assets, competency, and to the end, the business performance, and what the possible challenges may encounter during the transformation. This research adopts process approach and proposes a holistic analytical framework to highlight various challenges that will erode the value realization and even hamper the firms’ evolution. Three field cases and three library cases are adopted to show the empirical evidences that support the framework of IISI. The related industries involve interactive television services, securities brokerage services, and traveling services industry. The research contributions in this dissertation include; (1) building up an analytical framework to expound the process of value generation in IT-enabled service innovation; (2) to delineate the gapping hole in the value chain of IT-enabled service innovation. The practical contributions involve providing a global picture of the IT-enabled service innovation process, thus, the top management or decision makers can foresee the possible challenges, and take proactive strategies to overcome them lest the values will be eroded.

根據國際貨幣基金會（International Monetary Fund, IMF）之資料顯示，服務業對一個國家在經濟發展上的貢獻比，已扮演愈來愈吃重的角色。為了因應此發展趨勢，從2006年起，政府部門便計畫能運用臺灣在「ICT科技平台」上的既有優勢，推動特定產業的科技化服務，以帶動服務產業及資訊科技產業升級。 科技化服務（IT-enabled Service, ITeS）一詞泛指善用資通訊尖端科技，提供客戶創新應用或服務，以滿足客戶需求，創造更大效益之模式。全球科技化服務業的運作，可概分為2種模式，分別為透過IT科技傳遞由人提供的服務（Services via IT, SvIT），以及科技本身就是一種服務（IT as a Services, ITaaS）。 本研究採用個案研究法，探討企業推動科技化服務的執行過程以及可能面臨的問題。以利豐集團於2000年投資電子商務的個案為例，應用所建議的科技化服務發展模型去分析個案公司從規劃、建置到營運等階段中所投入的資源及所配置的資產，並歸納出導入過程中的管理性議題，以及所衍生的資訊科技與企業競爭策略、科技化的機會與風險等相關議題。希望透過本研究結果，提供管理部門、服務產業以及資訊科技產業業者在推動以及導入科技化服務之參考。 / In recent years, International Monetary Fund (IMF) statistics show that the service sector’s importance in economic growth is more and more apparent. To cope with the trend, Taiwan government has been planning to elaborate Taiwan’s advantage in Information & Communication Technology (ICT) industry to promote ITeS since 2006, with the promotion and ITeS developing, the stakeholders are looking forward to create long-term revenue and expand this new information service market. IT-enabled Services (ITeS) can be defined as the combination of knowledge regarding certain specific areas and information technologies (IT), or the generation of new application ideas based on IT itself, to create innovative technology-based services, new business model and value added. There are two main groups of ITeS as follows: (1) Mode I: business process services delivered via IT, for example on-line banking, remote healthcare, and so on; and (2) Mode II: technology itself as a service, for example Software as a Service (SaaS). This research adopts case study as research method to discuss ITeS implementation and the potential challenges behind the scenes. By taking Li & Fung’s beta launch of the new business-to-business (B2B) e-commerce portal in August 2000 event as the single case, the study based on the proposed ITeS implementation process framework to review the case, the analysis result shows the IT assets, managerial assets and market assets through the proposal, the planning, the development and the operation phases, and generalizes the managerial issues about ITeS implementation, and the related IT and strategy, IT-enabled opportunities and risks topics. From the research findings, this research aims to provide a reference about the implementation and promotion of ITeS to those enterprises that are service firms or have interest in ITeS, as well as the ICT industry and the authority.