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.

The remarkable spread of the Internet has generated new opportunities for companies to promote themselves and communicate with their customers. The most used Internet service of finding information today is search engines (e.g. Google, Bing, Yahoo) were almost three million searches are preformed every minute worldwide. This trend has led to an importance for companies having their websites visible on these search engines. In addition, people tend to be more and more on the go and are searching with their smartphones instead of traditional personal computer (PC). Meaning that companies’ websites can be available for customers 24 hour a day, 7 days a week, independent on customers location. Consequently, companies have the possibilities to reach the attention of customers when they actually search for a product/service and are therefore most likely to purchase.   In this thesis a marketing strategy has been developed for managers regarding how to master this new communication tool, in order to reach success and competitive advantage. This strategy was developed by investigate in what characteristics and functions users desire when searching with their smartphone. Together with three hypotheses tested if the perceived user-friendliness, relative advantage and compatibility within mobile search have a positive affect on the intention of use this new technology.   In this bachelor thesis a survey was conducted among people in generation C living in Sweden, which resulted in 397 completed responses. The hypotheses were tested with use of a regression analysis and the findings were that the relative advantage and compatibility in mobile search has a positive affect on the intention of use. Therefore, this thesis suggests companies to develop their mobile search engine marketing strategy with the aim of delivering value and satisfying the customer. Moreover, this thesis recommend managers to keep their mobile website quick, relevant and making sure having valuable and informative information about their business in the description text visible to users in the search engine hit list.   Finally, the majority of the population does already act on this new market and it is therefore of great importance for companies satisfying these users in order to stay competitive.

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).

Univ., Diss.--Kassel, 2007.

<p>Diss. Umeå : Umeå universitet, 1988</p> / digitalisering@umu

This thesis reports on the development of a generic online system to support learning and teaching at the University of Melbourne. New online technologies, the fostering of innovation at national and university levels and my position within a central educational unit provided the opportunity in 1996 to adapt a previous software package for online use. My observations of the problematic nature of computer-facilitated learning (CFL) production led me to take an open approach to the development, seeking both a practical product and enhanced understanding. A series of formative questions defined the scope and goals of the study, which were to: *produce a generic online learning system; *increase understanding of the workplace experience of that development; and *develop an organisational model for the further development of generic CFL systems. Given this multi-disciplinary focus, many paradigms in the literature could potentially have guided the study. A number of these aligning with the research purposes, context and constructivist philosophy of the study, were reviewed from the perspectives of learning, CFL development and the organisation.

Made available in DSpace on 2015-04-16T14:48:37Z (GMT). No. of bitstreams: 1 arquivototal1.pdf: 1798793 bytes, checksum: a622918fa2dff41a673786c6c71acfcb (MD5) Previous issue date: 2011-02-25 / Coordenação de Aperfeiçoamento de Pessoal de Nível Superior - CAPES / In this study, the research model based on the technology acceptance model (TAM) (DAVIS et al., 1989) and innovation diffusion theory (IDT) (ROGERS, 2003) was used to analyze the relation between the characteristics of innovation and teacher s behavior in the process of adoption and use of Moodle in the undergraduate courses at distance. Survey was applied with 162 teachers at distance of Universidade Federal da Paraíba Virtual, issue focusing on the perceived characteristics of innovation, attitude and intention about the use of Moodle. Multivariate statistical techniques were performed: 1) content-vality to analyze the complete structure of scale for relevance and representativeness of items and to verify which items refer to construct in question; 2) exploratory factory analysis to know the structure of interrelationship of the original variables of IDT; 3) confirmatory factor analysis to guarantee conceptual validity for the pattern observed; 4) coefficient alpha to verify the homogeneity of set of items; 5) ANOVA to verify the likely differences between the groups of respondents; and 6) multiple regression analysis to analyze the relation between constructs. Results showed that not all factors of IDT had effect on attitude and intention. Only three constructs had significant effect on attitude and/or intention: relative advantage+compatibility for work style (β = 0,792), visibility (β = 0,166) and result demonstrability (β = 0,152). Moreover, teachers had a positive attitude in relation to use of Moodle and a positive intention in relation to use in the future. It was not possible to confirm all the relation of TAM, probably this verification was been compromised for some problems in the measurement process, thus, the only unsupported relationship of TAM was the effect of complexity on attitude. An academic contribution was that although some constructs of IDT did not show effect on the constructs of TAM, the model provided evidence of appropriated application of constructs of TAM with IDT to measure attitude and intention of use of Moodle. A management contribution was the understanding and prediction the teacher s behavior in relation to adoption and use process of Moodle, being possible to verify the effectiveness of innovative project of distance learning in the UFPB Virtual. / Nesse estudo, o modelo de pesquisa baseado no modelo de aceitação da tecnologia (Technology Acceptance Model - TAM) (DAVIS et al., 1989) e na teoria da difusão da inovação (Innovation Diffusion Theory - IDT) (ROGERS, 2003) foi usado para analisar a relação entre as características de inovação e o comportamento dos docentes no processo de adoção e de uso do Moodle em cursos de graduação a distância. Foi utilizada uma estratégia de levantamento (survey) aplicado a 162 docentes a distância da Universidade Federal da Paraíba Virtual, focando questão sobre as características percebidas de inovação, atitude e intenção em torno do uso do Moodle. Foram realizadas técnicas estatísticas multivariadas: 1) validação de translação para analisar a estrutura completa das escalas em relação à pertinência e representatividade dos itens e a verificação de que os itens propostos remetem ao construto em questão; 2) análise fatorial exploratória para conhecer a estrutura das inter-relações das variáveis originais da IDT; 3) análise fatorial confirmatória para garantir a validade conceitual para os padrões observados; 4) alpha de Cronbach para verificar a homogeneidade do conjunto de itens das escalas; 5) ANOVA para verificar as possíveis diferenças entre os grupos de respondentes; e 6) análise de regressão múltipla para analisar a relação entre os construtos. Os resultados revelaram que nem todos os fatores da IDT tiveram efeito sobre atitude e intenção. Apenas três construtos apresentaram efeito significativo sobre a atitude e/ou intenção: avanço relativo+compatibilidade por estilo de trabalho (β = 0,792), visibilidade (β = 0,166) e demonstrabilidade de resultado (β = 0,152). Além disso, os docentes tiveram uma atitude positiva em relação ao uso do Moodle bem como uma intenção positiva em relação ao seu uso futuro. Não foi possível confirmar todos os relacionamentos do TAM, provavelmente essa verificação foi comprometida por alguns problemas no processo de mensuração das escalas, sendo assim, o único relacionamento do TAM não suportado foi o efeito de complexidade sobre atitude. Uma contribuição acadêmica foi que apesar de alguns construtos da IDT não terem apresentado efeito sobre os construtos do TAM, o modelo forneceu evidência de aplicação apropriada dos construtos do TAM com os da IDT para medir a atitude e intenção de uso do Moodle. Uma contribuição gerencial foi a compreensão e previsão do comportamento dos docentes EaD em relação ao processo de adoção e uso do Moodle, possibilitando verificar a efetividade do projeto inovador de EaD na UFPB Virtual.

The requirement for affordable, secure and sustainable energy production is a pressing global challenge and the production of electricity with low carbon emissions is crucial. This usually entails large quantities of renewable energy generation, which is intermittent and often highly distributed throughout the electricity supply system. One of the proposed schemes to manage such generation is the smart grid, the transition to which forms the context for this research. The aim is to investigate the effect of certain psychological and social influences on the adoption of technology necessary to enable smart grids, in order to understand the implications for effective energy policy. In particular, the case of photovoltaic (PV) system adoption in the UK is studied. Empirical data detailing PV installations registered for the Feed in Tariff is analysed in order to understand rates of adoption and how they vary across both time and space. This analysis is combined with a review of policy intervention and literature from psychology to understand drivers for adoption among householders. The results from this study are then used to inform the design of an Agent Based Model of technology adoption within the smart grid context. The decision making of householders is modelled using an algorithm based on Social Cognitive Theory. The model is used to simulate different conditions and generate adoption scenarios in order to understand the potential effects of different parameters on adoption rates. In order to combine the analysis resulting from these methods, the multi-level perspective on transition in socio-technical systems is used to understand how a transition to a smart grid could be described and how adoption of PV in the UK under the Feed in Tariff incentive fits into such a transition. The results show that whilst economic incentive policies have had success in some areas adoption is also dependent on many non-financial parameters. Simulations show that the observability of adoption and the perceived inconvenience or urgency of adoption can have dramatic effects on rates of adoption, in some cases outweighing the rational economic effects of financial incentives. The implication for smart grid related policy is that non-financial factors should be taken into account as well as the more typical financial considerations in efforts to encourage adoption of necessary enabling technology by householders. The models developed could be used in further work to examine in detail adoption of other technologies such as smart home energy management systems and the interaction between adoption rates of multiple smart technologies.

Pharmacogenetics (PGx) and personalised medicine are new disciplines that, gathering the existing knowledge about the genetic and phenotypic factors that underpin drug response, aim to deliver more targeted therapies that avoid the existing problems of adverse drug reactions or lack of drug efficacy. PGx and personalised medicine imply a shift in the way drugs are prescribed, as they require introducing diagnostic tools and implementing pre-screening mechanisms that assess patients' susceptibility to new or existing drugs. The direct benefit is an improvement in drug safety and/or efficacy. However, neither pharmacogenetics nor personalised medicine, are widely used in clinical practice. Both technologies face a number of controversies that hamper their widespread use in clinical practice. This thesis investigates the scientific; technological; social; economic; regulatory and ethical implications of PGx and personalised medicine, to understand the enablers and barriers that drive the process of technology diffusion in three conditions: autoimmune diseases, acute lymphoblastic leukaemia and non-small cell lung cancer.The thesis uses concepts of the sociology of science and a qualitative approach, to explore the arguments for and against the use of the technology by different actors (pharmaceutical and biotechnology companies, researchers, clinicians, regulators and patient organisations). The core of this analysis lies in the understanding of how, diagnostic testing (TPMT testing in the case of autoimmune diseases, acute lymphoblastic leukaemia, and EGFR testing in the case of non-small-cell lung cancer) may affect the existing drug development and service delivery mechanisms, with a particular focus on the user-producer interactions and feedback mechanisms that underpin diffusion of medical innovations and technological change in medicine.The thesis concludes by identifying gaps in knowledge and common issues among TPMT and EGFR testing, which might be used, in the future, to inform policy on how to improve PGx service delivery through a public Health System such as the NHS.