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| 研究生： |
呂威辰 Lu, Wei Chen |
|---|---|
| 論文名稱： |
運用錨定理論於創新服務特色之心理偏好分析 Anchor-based Psychological Preference Analysis for Attractive Features of New Services |
| 指導教授： |
苑守慈
Yuan, Soe Tysr |
| 學位類別： |
碩士
Master |
| 系所名稱： |
商學院 - 資訊管理學系 Department of Management Information System |
| 論文出版年： | 2014 |
| 畢業學年度： | 102 |
| 語文別： | 中文 |
| 論文頁數： | 142 |
| 中文關鍵詞： | 新服務 、服務創新 、錨點 、偏好 、具吸引力的特色 |
| 外文關鍵詞： | New services, Service innovation, Anchor, Preference, Attractive Features |
| 相關次數： | 點閱：103 下載：26 |
| 分享至: |
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在這個商業環境快速變遷以及服務產業竄起的時代，服務創新已然成為所有企業關心的核心議題。然而，現今仍未有清楚地定義使一個服務邁向成功的關鍵因素。在本研究中，我們發現了兩個使得大眾不接受新服務的關鍵問題：第一個是潛在使用者低估了或是沒有察覺到自身對於新服務的需求；第二個是潛在使用者認為服務的內容無法滿足其需求。所以，本研究試著找到具有吸引力的服務特色讓潛在使用者被這些特色吸引而願意給予新服務機會。我們運用錨定理論創建了一心理偏好分析的系統框架以提供一個有效的方式來促進新服務創新。
Facing the fast-changing trend of the business environment and the rising service sectors, service innovation has become the core issue for all the enterprises. However, the key factors for making new services successful are still not so clear. We have observed two problems existing in new services that prevent them from being accepted by the public: potential users are underestimated or unconscious of the need of a new service and the features of the new service can’t fulfill the users’ needs. Therefore, the anchor-based psychological preference analysis proposed in this study tries to discover the attractive features of new services for making potential users to give them chances. Based on the anchoring effect of mental information – expectation and cognitive bias, we devise an IT artifact that can provide an effective way to facilitate the promotion of new service innovation.
CHAPTER 1 INTRODUCTION 1
1.1 BACKGROUND AND MOTIVATION 1
1.2 RESEARCH PROBLEM 2
1.3 RESEARCH METHOD 5
1.4 PURPOSE AND CONTRIBUTION 9
1.5 CONTENT ORGANIZATION 10
CHAPTER 2 LITERATURE REVIEW 12
2.1 BEHAVIOR CHANGE 13
2.2 MOTIVATIONS FOR PROMOTION AND PREVENTION 16
2.3 REFERENCE POINT 18
2.4 ANCHORING EFFECT 19
2.4.1 Anchoring Effect 19
2.4.2 Selective Accessibility Model 21
2.4.3 Provided Anchors & Self-generated anchors 22
2.4.4 Summarization 23
CHAPTER 3 BMIND PROJECT 25
3.1 THE CONCEPTUAL FRAMEWORK OF BMIND 25
3.1.1 Preference Analysis 26
3.1.2 Appropriate Expectation Positioning 27
3.1.3 Visualization-based Behavior Intention Reframing 28
3.2 THE SYSTEM ARCHITECTURE OF BMIND 29
3.2.1 Mental State Model Building Module 29
3.2.2 Appropriate Mental State Recommendation Module 30
3.2.3 Behavior Intention Reframing Module 31
3.3 APPLICATION SCENARIO – I-PART 34
CHAPTER 4 THE ANCHORING-BASED PREFERENCE ANALYSIS MECHANISM 37
4.1 CONCEPTUAL FRAMEWORK 37
4.2 DESIGN LOGIC AND RESEARCH APPROACH 42
4.3 ATTRIBUTE GENERATOR OF SERVICE INSIGHT MODULE AND NEW SERVICE DATABASE 44
4.4 ANCHOR-BASED Q&A MODULE 47
4.5 ADJUSTMENT INDEX-BASED ANALYSIS MODULE 50
4.5.1 Adjustment Index 51
4.5.2 The Standards for Evaluating Adjustment Index 55
CHAPTER 5 APPLICATION SCENARIO 57
5.1 AN APPLICATION SCENARIO 57
CHAPTER 6 EVALUATION 66
6.1 PROPOSITION 66
6.2 ASSUMPTIONS 67
6.3 EXPERIMENT 1 68
6.3.1 Design and Objective of Experiment 1 68
6.3.2 Subjects of Experiment 1 74
6.3.3 Result of Experiment 1’s Data 78
6.3.4 Findings and Discussion of Experiment 1 90
6.4 EXPERIMENT 2 92
6.4.1 Design and Objective of Experiment 2 92
6.4.2 Subjects of Experiment 2 97
6.4.3 Result of Experiment 2 100
6.4.4 Findings and Discussion of Experiment 2 124
6.5 INTERVIEW OF SERVICE PROVIDERS 131
6.6 FINDING AND DISCUSSION OF BMIND RESEARCH PROJECT 135
CHAPTER 7 CONCLUSION 138
7.1 CONTRIBUTIONS 138
7.2 MANAGERIAL IMPLICATIONS 139
7.3 LIMITATIONS AND FUTURE WORKS 141
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