隨著行動裝置及行動通訊網路的日益普及，人們可以突破時空限制、行動化地以完成各項活動，其中，支付方式的行動化即為「行動支付」。行動支付機制多元並進，從最初的簡訊傳輸（SMS）交易付款、到延伸PC版界面至行動裝置的手機瀏覽器頁面（WAP）付費，以及最新結合感應功能的近距離無線通訊（NFC）手機信用卡付款，以及結合行動裝置相機掃描功能的QR Code行動條碼付款等等，不同的行動支付機制各有其點，本研究以不同的分類方式歸納行動支付機制，並以「行動支付機制特性盒」針對國內外比較常見或是未來具有發展潛力的行動支付機制，從適用情境、參與業者以及支付流程，以呈現、比較不同行動支付機制的形貌。 不同的行動支付機制因運作模式不同，所形成的商業模式以及產業價值鏈也不盡相同，而產業中的各方參與業者在發展或推動行動支付的參與誘因、資源與優勢、商業模式、產業定位亦有所不同，本研究試著描繪行動支付產業價值鏈，涵蓋提供行動支付服務主要活動的參與者，以及提供週邊軟硬體、認證機制等間接支援性活動的相關業者，並針對不同業者的特性及在行動支付產業中的定位分別描述，歸納三大行動支付商業模式，分別是金融業者主導下的商業模式、行動通訊網路服務業者主導下的商業模式，以及第三方支付業者主導下的商業模式，並藉由探討國內外行動支付案例，以及訪談台灣行動支付產業的相關業者，作綜合性實務分析。 綜合文獻探討、深度訪談的結果，本研究歸納出在行動支付的演化上，具有多元並立性及典範移轉性，且不同的行動支付機制會造就不同的商業模式及產業價值鏈樣貌。未來，隨著台灣行動支付的相關法令逐漸鬆綁，台灣的行動支付將進入快速發展時期，根據過去各國在發展行動支付上的經驗及行動支付未來的整體發展趨勢，本研究提出以整合性的觀點去發展行動支付機制及商業模式，並以此建立產業價值鏈的定位及密切的策略夥伴關係，使各個參與業者能更加發揮互補性的核心競能，共同帶動行動支付的創新和普及。 / Mobile technology has become increasingly common in today’s everyday life. Mobile payment (M-payment) comes with mobile technology, which allows people complete payment in an easier way and without time and space limits. There are a variety of M-payment mechanisms, such as SMS, WAP, to NFC and QR code. Each mechanism has its characteristics. This study compares and analyzes different M-payment mechanisms in categories and under the characteristics of M-payment procedures. Different M-payment mechanism brings out different business models and industrial value chains. Each participant in the industry has its motivations, resources, advantages, business model and positioning. On one hand, this study tends to describe three main business models and the industrial chain of M-payment mechanisms based on secondary data. On the other hand, this study conducts in-depth interviews with specialists from mobile network operator, banks, stores, and consumers to collect first-hand information. Combining documentary analysis and in-depth interview, this study comes to a conclusion that the evolution and development of M-payment has the characteristics of multiple existence and paradigm shift. In addition, the business model and the industrial value chain both vary from mechanism to mechanism. In the future, as Taiwan has relaxed M-payment related rules and regulation, the development of M-payment in Taiwan is expected to be prospering. Our study offers several practical implications to developing integrated M-payment mechanism, business model, and relationship in industrial chain in order to facilitate successful development of M-payment with complementary advantages of each party.

隨著多元智慧型設備(如智慧型手機、筆記型電腦與平板電腦)的迅速普及，以及高效能行動網路之導入，行動寬頻市場之接受度持續快速提升中。已有越來越多的智慧型手機用戶，會在移動狀態中使用各式各樣應用及網際網路服務，預計未來十年內資訊流量將成長近百倍。 然而面對行動數據傳輸量的暴增，如何利用small-cell進行行動數據傳輸量的分流，是目前全球所有電信營運商及行動網路設備供應商所面臨的一大課題。若毫無篩選規劃的廣泛建置small-cell將耗費龐大的建置維護成本(包含設備、電路、人力及維運等支出)，卻無法得到與投入成本相對應的行動數據傳輸量分流效益。 於本研究中，我們將建立一個small-cell覓點模型來有效找出真正需要分流行動數據傳輸量的地點來建置small-cell。由2010年Informa的統計資料可知，行動數據來源有住家屋內、辦公場所、交通運輸據點及公眾開放空間等四大部分。因交通運輸據點及公眾開放空間有直接較明顯的目標地點，如何精準找出住家及辦公場所亟需分流的地點為本論文研究之重點。 最後我們透過實驗並以off-load、throughput、建置成本及選點準確率等指標，驗證本研究所建立之small-cell覓點模型確實可有效找出需要分流行動數據傳輸量的地點。

行動服務分類與系統開發是一個理論上與實務上重要的議題，其中以應用在旅遊業的行動旅遊服務備受關注。本研究試圖提出以多觀點的角度來找出、分類、評估與開發具有價值的行動旅遊服務。也就是說，本研究試圖提出有價值的行動旅遊服務與服務分類，透過多觀點的角度來評估研究所提出的行動旅遊服務與服務分類，並提出系統開發架構與方法，透過雛型系統建置來驗證系統開發方法的可行性與雛型系統的效能。 本研究範圍主要在企業對客戶的行動旅遊服務，主要研究貢獻在於服務分類架構與系統開發架構。本研究試圖透過服務分類架構將企業對客戶的行動旅遊服務彙整出企業對客戶的行動旅遊服務分類，並透過旅客、電信業者與旅遊業等多觀點來評估本研究所提出的企業對客戶的行動旅遊服務與服務分類。本研究並根據系統開發架構來建置與評估企業對客戶的行動旅遊服務的雛型系統，來驗證本研究所提出的行動旅遊服務的可行性。為了驗證本研究所提出的服務分類架構的可應用性，本研究試圖將此服務分類架構延伸應用到企業內部的行動旅遊服務，並透過管理階層與員工雙方的觀點整理出企業內部的行動旅遊服務與服務分類。 本研究的研究方法主要為設計科學。透過文獻探討、半結構化的群組訪談與問卷調查來找出、分類與評估企業對客戶的行動旅遊服務與服務分類。透過物件導向系統發展方法與評估問卷來建置並評估企業對客戶的行動旅遊服務的雛型系統。做為一個延伸研究，企業內部的行動旅遊服務與服務分類所採用的研究方法包括文獻探討、半結構化的焦點團體討論與半結構化的田野訪談。 在企業對客戶的行動旅遊服務分類研究結果發現：(1) 在企業對客戶的行動旅遊服務分類中，行動搜尋與通知服務、行動推薦服務、行動交易與付款服務為三項旅客認為最有用，且電信業與旅遊業都認為最重要、最可行、最符合成本效益的服務；(2) 相較於旅遊業，電信業對於企業對客戶的行動旅遊服務態度上較積極；(3) 旅遊業與電信業者對於所提出的企業對客戶的行動旅遊服務的評估，在評分排序上是相同的。 本研究亦建置行動推薦服務的雛型系統，來說明系統發展架構與設計方法。行動推薦服務會依據旅客現在的位置與時間，以及個人偏好與需求，來進行個人化的地點相關的推薦，包括景點推薦、飯店推薦、餐廳推薦與旅遊行程推薦等。系統滿意度調查顯示該雛型系統具有高度系統滿意度。 就企業內部的行動旅遊服務分類的研究結果顯示，不同管理階層對於企業內部的行動旅遊服務有不同的需求，而不同的企業內部的行動旅遊服務在技術上的難易程度也不同。透過企業內部的行動旅遊服務分類架構，很容易瞭解到該企業內部的行動旅遊服務在技術上的複雜度與管理上的需求程度。這樣的服務分類架構對於規劃與開發企業內部的行動旅遊服務，提供一個參考基準與指引。此外，本研究結果指出，行動旅遊品質控管服務對管理階層來說，是很重要、可行與符合成本效益的服務。而行動銷售支援服務對管理階層來說，是一個可行有效但不是很重要的服務。最後，本研究建議後續研究將本研究所提的服務分類架構與系統開發架構應用到其他的行動服務領域，以驗證本研究所提出的服務分類架構與系統開發架構的可應用性。 / The service classification and system development of mobile services is an important issue both in research and in practice, and research attention is called to the mobile services for the tourism industry. This study tries to identify, classify, evaluate, and develop value-added mobile tourism services with multiple perspectives. That is, user groups with different perspectives are asked to evaluate the proposed value-added mobile tourism services as well as a mobile tourism service classification framework. Moreover, this study also proposes the system development framework and processes, and the prototype system is built and evaluated to validate the feasibility of the proposed system development framework as well as the effectiveness of the prototype system. The research scope is focused on the B2C mobile tourism services, and the main contribution of this study is the proposed service classification framework and the system development framework. This study tries to identify and classify B2C mobile tourism services based on the proposed service classification framework and processes. Moreover, tourists, 3G operators and the tourism industry are asked to evaluate the proposed B2C mobile tourism services as well as the service classification. Based on the proposed system development framework and processes, this study also builds and evaluates the prototype system to validate the feasibility of the proposed B2C mobile tourism services. To validate the appliance of our service classification framework, an extension research to the B2E mobile tourism services is also conducted. Management perspectives including managers and employees are taken into accounts to summarize the B2E mobile tourism services and the service classification framework. The research methodology used in this study is the design science research methodology. With literature reviews, semi-structured group interviews, and surveys to identify, classify, and evaluate B2C mobile tourism services as well as the service classification. The prototype system of the B2C mobile tourism services is built through object-oriented system analysis and design, and the survey questionnaire is used for the system evaluation of the prototype system. As an extension study, the B2E mobile tourism service classification research is built with literature reviews, semi-structured focus group discussions and semi-structured field interviews. The B2C mobile tourism service classification research results are as follows. (1) The mobile search & notification services, the mobile recommendation services, and the mobile transaction & payment services are top three useful B2C mobile tourism services valued by tourists, and these three B2C mobile tourism services are top three most important, feasible and cost-benefit effective services from the 3G operators’ and travel agencies’ perspectives. (2) The 3G operators hold more positive attitudes towards the B2C mobile tourism services than the tourism industry does. (3) Tourism industry sets the same priority list toward the proposed B2C mobile tourism services as the 3G operators do. In this study, an application prototype of mobile recommendation services is also implemented to illustrate the development framework and design methods. The mobile recommendation services provide personalized and location-based recommendations regarding sightseeing spots, hotels, restaurants, and packaged tour plans based on tourists’ current location and time, as well as personal preferences and needs. Results from the system evaluation indicate high system satisfaction toward the prototype system. Based on the research results of the B2E mobile tourism service classification, different management levels have different needs for B2E mobile tourism services, and different B2E mobile tourism services have different technology complexities. Through this B2E mobile tourism service classification framework, it is easy to understand the technology complexities of the B2E mobile tourism services and managerial needs for the B2E mobile tourism services. Such service classification framework offers a reference baseline and guidance for planning and system development of B2E mobile tourism services. Moreover, this research results show that from managers’ perspectives, the mobile tour quality control services are important, feasible, and cost-benefit effective while the mobile sales support services are feasible, effective, but not so important services. Finally, future researches are suggested to apply the service classification framework and system development framework to other mobile service domain to validate the appliance of the proposed service classification framework and system development framework.

隨著網路科技、行動手持裝置的發展，多元的行動服務開始被廣泛開發及應用，為了能提供更好的行動服務，行動服務提供者必須了解使用者對行動服務的認知與想法。此研究希望透過不同行動服務類型的特性，定義行動服務品質(Mobile service quality; M-S-QUAL)之適用範圍，並根據Hinkin所建議之量表建構方法，發展出一份有效衡量行動服務品質之量表(M-S-QUAL)，以歸納法自既有的服務品質文獻發展初步的問項。由於行動服務提供有形商品與無形商品的交易與交換，因此，M-S-QUAL也同時包含有形與無形商品行動服務品質量表，初步的M-S-QUAL包含九構面：系統效率(efficiency)、履行性(Fulfillment)、系統可用性(System availability)、隱私性(Privacy)、反應性(Responsiveness)、補償性(Compensation)、聯絡性 (Contact)、內容(Content)、帳務議題(Billing)，而有形/ 無形商品行動服務品質量表分別以50/49題問項衡量。此份量表透過問卷調查法進行資料的蒐集，並透過探索性因素分析(Exploratory factor analysis; EFA)及驗證性因素分析(Confirmatory factor analysis; CFA)萃取出四構面、15題問項之有形商品行動服務品質量表與五構面、16題問項之無形商品行動服務品質量表，此研究亦針對M-S-QUAL量表進行信、效度檢驗並利用不同校標(感知價值與忠誠意圖)進行迴歸分析以建立校標關聯效度。研究結果顯示本研究所發展的行動服務品質量表具有良好的心理計量特質(psychometric properties)。 / With the proliferation of wireless technologies, consumers are increasingly coming into contact with a diverse range of mobile services. Mobile service providers seeking to deliver a superior service must understand how consumers perceive mobile services. Many instruments such as SERVQUAL and E-S-QUAL have been used to measure service quality; however, no general mobile service quality evaluation measure currently exists. Given the many different types of mobile services available, our aim in this study was to ascertain the essential characteristics of mobile services by conceptualizing, constructing, refining and testing a multiple-item scale (M-S-QUAL) for measuring service quality in the mobile environment. According to Hinkin’s guide on the development of scales, items in the scale were generated by following a deductive approach based on a theoretical foundation. The mobile services examined in this study were divided into those for tangible and intangible product transactions. The results show that in intangible and tangible product shopping, M-S-QUAL includes five dimensions (contact, recovery, fulfillment, privacy, and efficiency) and four dimensions (contact, recovery, fulfillment, and efficiency), respectively. These two aspects of M-S-QUAL demonstrate good psychometric properties based on findings from a variety of exploratory factor analysis (EFA), confirmatory factor analysis (CFA), reliability and validity tests. The findings of this study may help mobile service providers assess the quality of their services and assist researchers in developing mobile service quality theories.

京都大学 / 0048 / 新制・課程博士 / 博士(理学) / 甲第22299号 / 理博第4613号 / 新制||理||1662(附属図書館) / 京都大学大学院理学研究科生物科学専攻 / (主査)教授 幸島 司郎, 教授 伊谷 原一, 教授 平田 聡 / 学位規則第4条第1項該当 / Doctor of Science / Kyoto University / DGAM

京都大学 / 0048 / 新制・課程博士 / 博士(工学) / 甲第17879号 / 工博第3788号 / 新制||工||1579(附属図書館) / 30699 / 京都大学大学院工学研究科都市社会工学専攻 / (主査)教授 藤井 聡, 准教授 山田 忠史, 准教授 神田 佑亮 / 学位規則第4条第1項該当 / Doctor of Philosophy (Engineering) / Kyoto University / DFAM

京都大学 / 0048 / 新制・課程博士 / 博士(農学) / 甲第19937号 / 農博第2187号 / 新制||農||1044(附属図書館) / 学位論文||H28||N5010(農学部図書室) / 33023 / 京都大学大学院農学研究科生物資源経済学専攻 / (主査)教授 新山 陽子, 教授 足立 芳宏, 教授 秋津 元輝 / 学位規則第4条第1項該当 / Doctor of Agricultural Science / Kyoto University / DGAM

京都大学 / 0048 / 新制・論文博士 / 博士(工学) / 乙第13096号 / 論工博第4157号 / 新制||工||1676(附属図書館) / 京都大学大学院工学研究科環境地球工学専攻 / (主査)教授 髙田 光雄, 教授 牧 紀男, 教授 三浦 研 / 学位規則第4条第2項該当 / Doctor of Philosophy (Engineering) / Kyoto University / DFAM

This is the business plan proposed by Caffeinated Co., Ltd., founded in Thailand by family Siriyontakan. The aim of this business plan is to elaborate on the idea of how to build up a business model around the passion of the co-founder, Miss Thidarat Siriyontakan, which are mobile application and coffee drinking. Although the coffee industry in Thailand is not as big as in the United States or Japan, but the trend is going stronger each day. Consumers do not only consider coffee as energy sources to keep them awake, but they start to enjoy more of its rich flavor and the experience that comes with coffee drinking. This group of people is willing to pay higher to have better or unique experience. Hence, we can see more and more coffee houses starting up around the city competing against each other or trying to survive against big chains like Starbuck’s coffee shop. The revenue margin of running a coffee shop is not as high as before as the competition is the market is getting higher, so our company is looking for an alternative business model to make profitable income in this industry. As more and more consumers are moving towards the online platform to receive services or purchase products, there are many opportunities still available to tap on. That is the reason why our company is looking forward to create a service platform that brings convenience to consumers through their mobile phones and connect the local businesses with those consumers. We will develop a mobile application to help promoting local coffee houses to those coffee drinkers all around Bangkok and eventually around the country.

目前全球電信業的發展，將以第三代行動通訊網路（3G）為基礎，有效提供全方位的無線寬頻數據與語音服務。而IP(Internet Protocol)的應用與行動通訊的結合，將會徹底改變大眾未來的生活。在第三代行動通訊網路的發展中，因為基地台的涵蓋範圍愈來愈小（micro/pico cellular），造成使用者在使用行動通訊網路時會產生更頻繁的交遞。如何讓使用者在進行交遞程序時降低交遞失敗率（handoff dropping rate），讓使用者在使用第三代行動網路的服務時，不會因為交遞的發生而造成服務中斷，以達到無接縫的交遞（seamless handoff），並同時降低新呼所堵塞率（new call blocking rate）及滿足各種使用者需求的服務品質，提升資源使用效率。本論文考量以使用者位置（location-base）及基地台特色作為交遞預測的準則。以往，交遞執行與否的決定是以使用者設備接收各基地台訊號強弱、移動速度等資訊作為參考。在此我們利用已發展出之各種定位技術，以使用者位置做為交遞程序準則（location-aware handoff），根據每個基地台在不同地理位置所呈現出的不同訊務特色，提出一個適用於各種環境，在交遞時的資源保留機制。預測使用者的未來走向，以滿足使用者在交遞時QoS的需求，使得在基地台中資源預留達到最小，能有效降低新呼叫堵塞率、交遞失敗率，並提升基地台資源使用率，進而使整個網路效能最佳化，滿足各種服務之QoS需求。為驗證本文所提出的交遞及資源保留演算法對於系統效能的改進，在此設計了一套適用於第三代無線通訊網路的交遞模擬系統。使用者可匯入不同地區的實際電子地圖，系統會依使用者在不同位置所產生之不同的行為模式，如方向、速度等；或因基地台之地理位置及時間的不同，產生不同的使用需求或訊務量等；據此建立各個基地台的使用特性，以符合實際使用狀況，並獲得更精確的模擬結果。末了再套用本文所發展的交遞及資源保留演算法修改模組，以驗證不同交遞演算法及通訊協定的效能。 / The development of mobile communication will base on the 3rd generation communication system (3G), which can provide boardband wireless data communication and voice service. The integration of Internet protocol and mobile communication will totally change our future life. In comparisons with previous mobile communication systems, the coverage of 3G base station is much smaller, which will cause Mobile Host (MH) execute handoff procedure more frequently. Our goal is to reduce handoff dropping rate, new call blocking rate and at the same time satisfy all QoS requests, increase resource utilization supporting seamless handoff. In the past, handoff procedure is executed by assessing signal strength of base stations. Here we consider user location and base station geographical pattern to support a location-aware handoff procedure. We invent a resource reservation scheme according to the traffic characteristics and environment of the base station and predict user location to optimize system performance. To compare the system performance between different schemes, we developed a handoff simulation tool (3GHOSim) suitable for 3G mobile communication system. The system could import electronic map, create different user behavior (direction, speed, etc.), generate different user requirements and traffic loads trying to get more realistic simulation results.