跨企業整合觀點探討創新擴散理論對行動銀行APP服務系統推廣策略之應用研究

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題名:	跨企業整合觀點探討創新擴散理論對行動銀行APP服務系統推廣策略之應用研究
作者:	林宛蓉
貢獻者:	財務金融學系
關鍵詞:	創新擴散理論行動銀行跨企業整合觀點決策試驗與實驗評估法(DEMATEL) 層級分析程序法(AHP) 分析網路程序法(ANP)
日期:	2013-08
上傳時間:	2014-02-27 14:14:51 (UTC+8)
摘要:	近年來，隨著資訊通訊技術的快速發展及行動APP創新應用日趨成熟，使得行動服務市場競爭愈來愈激烈，導致企業提供的服務漸漸地趨向多元化功能整合發展。目前國內外有關行動銀行APP服務相關的實務與學術研究仍不多見，而國內目前行動銀行服務的推廣也面臨許多困難與挑戰。本研究主要係採用Roger (1962, 1983, 2003)所提出的創新擴散修正模型之創新本體、傳播管道、時間及社會體系等四項因素，作為推廣行動銀行APP服務模型之衡量構面，並以銀行業、電信業、系統整合商等觀點提出相關的推廣策略，以瞭解行動銀行APP服務的未來執行方向。本研究方法除了綜合專家們的意見外，亦應用DEMATEL和AHP或ANP方法來建構行動銀行APP服務之研究模型。決策試驗與實驗評估法(Decision Making Trial and Evaluation Laboratory; DEMATEL)可以處理構面/準則間相互依賴的問題，並將其間的因果關係轉換成有形的結構圖；接著，依據從 DEMATEL得來的構面/準則間之相關程度，決定採用層級分析法（Analytic Hierarchy Process; AHP）或分析網路程序法（Analytic Network Process; ANP），以求取每構面/準則的權重；最後，評選推廣行動銀行APP服務的最佳策略。 In recent years, the fast development of information communication technologies and the maturity of mobile APP innovative applications made the increasingly fierce competition in the mobile services market. Hence, business provides services gradually tend diversified development of functional integration. Although mobile banking APP services play critical role for the further development of mobile commerce, only few studies focus on investigation mobile banking APP services issues. This study uses Roger (1962) proposed the four factors of innovation diffusion model as measure dimensions: innovation, communication channel, time and social system. And, to offer related strategies for the future develop direction of mobile banking APP services from various industrial perspectives of banking, telecommunication, and system integration supplier. This paper in addition to visit experts’ obtains opinions and to combine DEMATEL and AHP/ANP constructed the study model of mobile banking APP services. The Decision Making Trial and Evaluation Laboratory (DEMATEL) approach could deal with the interdependencies among the perspectives/criteria and draw the relations between cause and effect of perspectives/criteria into the structural graph. Next, according to the degree of interdependencies from the results of DEMATEL to decide apply either the Analytic Hierarchy Process (AHP) or the Analytic Network Process (ANP). The AHP or ANP approach is applied to determine the relative weights of evaluation criteria. Finally, it obtained with desired optimal alternative for implementing mobile banking APP service.
顯示於類別:	[財務金融學系 ] 研究計畫

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