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系統識別號 U0026-2507201821311900
論文名稱(中文) 以服務主導邏輯探討行動支付產業中的價值共創-以玉山銀行信用卡為例
論文名稱(英文) An Explorative study of Value Co-Creation in the Mobile Payment Sector from the Perspective of Service-Dominant Logic:The Case of E.SUN Bank Credit Card
校院名稱 成功大學
系所名稱(中) 高階管理碩士在職專班(EMBA)
系所名稱(英) Executive Master of Business Administration (EMBA)
學年度 106
學期 2
出版年 107
研究生(中文) 趙金喜
研究生(英文) Chin-Hsi Chao
學號 R07054819
學位類別 碩士
語文別 中文
論文頁數 64頁
口試委員 指導教授-周信輝
口試委員-方世杰
口試委員-楊舒蜜
中文關鍵字 服務主導邏輯  行動支付產業  體驗行銷  價值共創  質性研究 
英文關鍵字 Service-dominant logic  Mobile payments industry  Experiential marketing  Value co-creation  Qualitative research 
學科別分類
中文摘要 行動支付產業是目前世界各國積極發展,同時也是未來提升經濟發展重要的產業之一,台灣政府也非常重視,期望在未來能進入無現金交易時代。然而行動支付使用比率的提升與顧客體驗及價值判斷都有其關聯性,消費者的觀點佔有非常重要的地位,因此,本研究將以消費者觀點為出發,端看企業的價值主張與消費者的感受之體驗是否相符合。
觀察玉山銀行信用卡之營運方式,發現與利害關係人的互動關係,可運用服務主導邏輯的價值主張以及體驗經濟觀點來深入探討,然而現有的文獻也較少以此觀點來探討行動支付產業之研究,遂可補足理論的缺口。本研究的問題為:玉山銀行信用卡於行動支付產業如何與消費者進行價值共創?又如何協助消費者創造使用價值?透過質性研究之單一個案研究法,探討企業與消費者互動共創價值的過程與方式,企業所提出之價值主張能讓消費者能獲得更佳的體驗而使用行動支付,因而擴大行動支付使用比率。
  本研究整理歸納出玉山銀行信用卡利用體驗行銷的方式來獲得消費者使用並積極參與行動支付使用,顧客也能獲得行動支付科技的專業知識及消費的便利性,企業也可從交易中獲得手續費的收入並達到獲利的目的,在這個良性循環下,雙方也將持續對整個社會行動支付的擴展盡一份心力,雙方能達到價值共創。期望透過本研究給予政府之建議,在設定提升行動支付的比率時,應多創造消費者美好的體驗,運用體驗行銷積極擴展,才能順利達成設定之目標。
英文摘要 The mobile payment industry is currently actively developing in all countries of the world and is also one of the important industries for economic development in the future. The Taiwanese government also attaches great importance to it and expects to enter the era of cashless transactions in the future. However, the increase in the use rate of mobile payments has a correlation with customer experience and value judgment. Consumers’ perspectives occupies a very important position. Therefore, this study will start from the perspective of consumers and look at the value proposition and consumers of the company. The feeling of experience is in line with.
Observing the operation mode of E.SUN Bank’s credit card and discovering the interactive relationship with interested parties can be further explored using the value proposition of the service-led logic and the experience economy perspective. However, the existing literature also seldom studies the research of the mobile payment industry from this point of view. That can make up for the gap in theory. The question of this study is: How does E.SUN Bank's credit card in the mobile payment industry co-create value with consumers? How can we help consumers create value for use? Through a single case study approach of qualitative research, the process and ways in which companies interact with consumers to create value are explored. The value propositions put forward by companies enable consumers to obtain better experiences and use mobile payments, thus expanding the use of mobile payments. ratio.
This study summarized the E.SUN Bank credit card use experience marketing methods to obtain consumer use and actively participate in mobile payment use, customers can also get mobile payment technology expertise and convenience of consumption, companies can also get the transaction fee from the transaction In order to achieve the purpose of profit, the two sides will also continue to devote their efforts to the expansion of the payment for the entire society, and the two sides can achieve value creation. It is hoped that this study will give advice to the government that when setting the rate of payment for action enhancement, it should create a better experience for consumers and expand the use of experience marketing to achieve the set goals.
論文目次 摘要 i
Abstract ii
誌謝 v
目錄 vi
表目錄 viii
圖目錄 ix
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 5
第三節 研究架構與流程 7
第二章 文獻探討 8
第一節 體驗經濟 8
第二節 服務主導邏輯 20
第三節 價值主張 27
第四節 價值共創 29
第三章 研究方法 34
第一節 質性研究方法 34
第二節 個案研究 36
第三節 資料來源 45
第四節 資料分析 48
第四章 個案研究分析 49
第一節 玉山銀行信用卡與顧客互動價值共創之方式 49
第二節 玉山銀行信用卡價值主張與顧客的消費體驗 51
第三節 玉山銀行信用卡與顧客之價值共創 56
第五章 結論與建議 57
第一節 研究發現與結論 57
第二節 研究貢獻 59
第三節 研究限制與未來研究建議 60
參考文獻 61
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