「擴散理論」的探討一直是行銷領域中很重要的一項課題，而「電子貨幣」是近幾年來新興的一項產業，本論文主要結合這兩項，以實務的電子貨幣，做理論上的印證。
實務上的電子貨幣，本論文選擇了國內目前存在的五個電子貨幣做探討，即金資電子錢、捷運悠遊卡、Mondex電子現金、百視達加值卡以及東元數碼通，並且加上香港甚為成功的「八達通卡」和行之有年的「VISA信用卡」，以其特性和現行運作狀況做一探討，而理論上的「擴散理論」則從四個構面進行分析與比較，分別是外部環境、擴散因子、擴散管道和擴散族群，最後研究發現提出了電子貨幣的特性、擴散特徵的比較、四構面的分析、保齡球道理論以及未來電子貨幣面臨的問題等，嘗試從多個角度看此電子貨幣產業。 / The diffusion model and theory always was an important topics at marketing field，and the Electric cash(E-cash) was a new industry and payment tool at Taiwan local market，this thesis combined the diffusion theory and practical E-cash to research their relationship and some topics.
Objectives
This thesis try to investigate the growth of e-cash，include the five kinds of currently e-cash at Taiwan，such as Mondex、MRT yo-yo card、FISC e-cash、Blockbuster value-add card, and NETS. Survey the diffusion of distinguish at customers，the model of each different products the same or not. The furthermore，this thesis still try to establish the common diffusion model of E-cash.
The main of object of this thesis are:
1. The Characteristic of E-cash.
2. The advantage of e-cash compare to traditional cash.
3. The Influence of product reformation，diffusion channels and environment on the diffusion of divisive customers.
4. The Bowling theory and niche market.
5. The future problem of E-cash to be met.
| Identifer | oai:union.ndltd.org:CHENGCHI/G0090932916 |
| Creators | 林正立, Lin, Tseng-Li |
| Publisher | 國立政治大學 |
| Source Sets | National Chengchi University Libraries |
| Language | 中文 |
| Detected Language | English |
| Type | text |
| Rights | Copyright © nccu library on behalf of the copyright holders |
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