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.

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.

Many studies have explored service innovations regarding the use of information technologies, yet few have addressed the strategic leveraging in IT investment for sustaining competitiveness. The objective of this paper is to examine different strategies that firms have applied in leveraging advanced information technologies for service innovation in highly competitive market. The analysis of strategy is developed based on two dimensions: (1) IT capability, referring to a firm’s ability to deploy IT-based resources, combined with (2) the firm’s complementary resources including customer and supplier relationships, financial capital. We investigate the convenience-store industry and telecommunication industry in Taiwan, are observed to be in the intensive competitive market in terms of the reduced sales growth, intensively innovations undertaken. The case analysis reveals that there are four types of strategies firms apply in leveraging IT for competitiveness: predator, inventor, follower, and hedger. We also found the transition of strategies for IT-enabled service innovation with resource reconfigurated as market evolved. We further identify the resource reconfiguration mechanism occur in the achievement of their sourcing approaches. Generally, this research explains firms’ continuous strategic changes and resource reconfiguration to sustain the advantages of IT-enabled service innovation in competitive market. We suggest a strategy model that includes the issues of the strategy content, path of strategy transitions, resource reconfiguration mechanisms, and resource sourcing approaches. This model provides a guideline for firms to decide their strategies towards different IT-enabled service innovations with the strategic resource configuration changes.