隨著數位科技的進步與廣泛使用，數位轉型在近年來逐漸成為學術界與許多實務產業中的熱門話題，然而大多數關於數位轉型的研究通常是針對企業內部的策略規劃、組織轉型與技術應用的角度進行分析，少有研究針對企業如何透過數位轉型重塑顧客體驗進行探討。為了深入此議題，本研究透過多個案例深入分析企業如何透過數位轉型的設計重塑顧客體驗，並利用數位轉型在不同的顧客旅程階段中重塑消費者體驗。
本研究透過質性研究從產業和企業的角度分析數位轉型對顧客體驗所帶來的變革，並與該產業的傳統方式做比較，並對三個個案跨個案使用TOE架構分析。透過分析結果可以了解不同產業、不同產品類型的企業如何通過數位轉型設計與重塑顧客體驗，期望能為預計進行數位轉型以增進顧客體驗的企業提供洞見與更多方向。

In recent years, the advancement and increasingly widespread use of digital technology has made digital transformation a popular topic in both academic and practical fields. However, most related studies focus on enterprises’ internal strategy planning, organizational restructuring, and technology deployment, rarely examining how enterprises reinvent the customer experience through digital transformation. In order to gain insight into this issue, this study draws on multiple case studies to analyze how companies design their digital transformation to reinvent the customer experience and use digital transformation to reinvent the consumer experience at different stages of the customer journey.
Through qualitative methodology, this study analyzes the effects of digital transformation on the customer experience from the industry and corporate perspectives, comparing them to the effects of the traditional industry approach. We use the TOE framework to conduct cross-case analysis. Through the analysis, we can understand how companies in different industries and with different types of products use digital transformations to design and reshape the customer experience through digital transformation. We expect our findings will provide insights and guidance for companies aiming to conduct digital transformation to improve the experiences of their customers.

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