104年科技管理學刊第二十卷第二期 民國一○四年六月
Volume 20, Number 2 March 2015(若需下載全完請登入會員)
標題Article：探索社交網路服務採用者之重要信任因素： 以 Facebook 為例
Exploring Important Trust Factors for Social Networking Services Adopters: An Example of Facebook
作者Aurthor：張樹之、沈威政 Shuchih Ernest Chang,Wei-Cheng Shen
中文摘要Chinese Abstract：
網際網路的發展趨勢已經從傳統的電子商務，轉變為 Web2.0 技術為基礎的 互動式模式。創新的社交網路服務(Social Networking Services, SNSs)提供人們娛 樂、人際關係拓展、以及商業的應用。然而，人們知覺隱私疑慮卻影響 SNSs 採用者的信任。本研究利用三個階段研究步驟，來瞭解使用者對於 SNSs 的信任 因素:1.利用整合型科技接受模式(UTAUT)、隱私疑慮、知覺風險、以及信任等 構面進行文獻的彙整；2.邀請 Facebook 社交採用者和校園學者，進行半開放式 的質化研究的訪談；3.針對努力期望、群體影響、隱私疑慮、知覺風險、以及信 任等構面進行社群採用者問卷的填寫和分析。依據本研究的發現，我們認為採 用者對於社群網路服務的信任因素，主要是分別受到努力期望、群體影響、以 及隱私疑慮等因素的正向和負向的影響，其影響程度又受到使用者的年紀、性 別、經驗、自願使用等變數的限制。同時，本研究建議服務提供者應持續發展 容易使用的社交工具和避免負向的社群影響因素，都是持續強化採用者信任的 方法。最後，我們也針對採用者、社群採用者、以及社群服務提供者提供具體 的管理意涵。
關鍵字：整合型科技接受模式、隱私疑慮、信任、Facebook 採用者、SmartPLS
English Abstract：
The trend of internet has evolved from the traditional E-Commerce to the Web
2.0 paradigm emphasizing interaction and collaboration. The innovative social
networking services (SNSs) provide people with entertainment, social relations,
and commerce applications. However, the perceived privacy concerns may
influence adopters’ trust on using SNSs. To better understand factors affecting
users’ trust on SNSs, this research was conducted in three phases. Firstly, a
research model was built through literature review to integrate the Unified
Theory of Acceptance and Use of Technology (UTAUT) with three important
constructs: privacy concerns, perceived risk, and trust. Secondly, subject
domain experts of SNSs (specifically, Facebook) from both practitioners and
academia were invited to participate qualitative research based interviews.
Thirdly, a quantitative empirical study was designed and conducted to study the
relationships between important constructs including effort expectancy, social
influence, privacy concern, perceived risk, and trust. Our research findings
showed that users’ trust on SNSs is mainly influenced by effort expectancy,
social influence, and privacy concern. Furthermore, the degree of such
influence would be affected by various moderators including age, gender,
experience, and voluntariness. Meanwhile, it is suggested by this research that
service providers should develop social tools which are easy to use and
mitigate the negative factors of social influence, for continuously enhancing
adopters’ trust on SNSs. Finally, management implications are also provided to
both SNSs adopters and SNSs providers.
Keywords: Unified Theory of Acceptance & Use of Technology (UTAUT),Privacy Concern, Trust, Facebook Adopters, SmartPLS
標題Article：知識管理與社群媒體對服務創新的影響之研究
The Impact of Knowledge Management and Social Media on Service Innovation
作者Aurthor：吳豐祥、金雅蘭、顏永森、劉憶蓁 Feng-Shang Wu,Ya-Lan Chin,Yung-Shen Yen,Yi-Chen Liu
中文摘要Chinese Abstract：
創新的基礎在於知識，過往的文獻也證實了知識管理對創新績效的影響。不 過，這些研究的對象幾乎都是以製造業廠商為主，很少特別針對服務業來進行探 討，且大多以量化分析為主，對於實務上的具體論述非常少，也較少討論到有關知 識保護的議題。在服務創新模式方面，本研究初步認為 den Hertog et al. (2010)所提 出的模式是較為完整的，不過，該模式雖然顯示出各服務創新要素與服務創新相關 之動態能力的一些構面，但並沒有考量到時間軸與各構面間的前後關係。此外，有 鑑於網路與社群媒體的快速發展，本文亦初步就其對服務創新的影響加以探討。為 彌補上述研究的缺口，本研究採取質性多重個案研究法，選擇台灣四家在服務創新 方面具有優越成效的服務業者進行深入的研究，探討其知識管理對服務創新的影 響。 本研究最後得到的主要發現包括：(1)服務業者在發展服務創新時，會考量知識 的系統性、變動性與機密性程度的不同，選擇適當的知識管理活動；(2)服務業者之 不同的知識管理活動，會影響不同的服務創新要素；(3)服務業者之資通訊科技與社 群媒體，會透過兩方面的角色來影響服務創新：做為服務創新展現之載體；與做為 服務創新需求訊息搜尋以及服務創新相關訊息傳遞/整合之平台。
關鍵字：知識管理、服務創新、社群媒體、資通訊科技、知識屬性
English Abstract：
Knowledge is the foundation of innovation. Previous researches have
preliminarily confirmed the relationship between knowledge management and
innovation performance. However, most of their research subjects are
manufacturing firms. Very few studies focus on the service industry. Even
some literatures can be found within the service sectors, it is realized that they
mainly use the quantitative research approaches. Not only can their practical
implications hardly be retrieved, but also very few themes regarding knowledge
protection have been addressed. In this research, we considered the model from
den Hertog et al. (2010) more comprehensive than the others. Nevertheless, that
model showed some dimensions of service innovations and related dynamic
capabilities, but timeline and relationships among those dimensions were not
considered. Additionally, the impact of social media on service innovations
seems necessary to be explored due to the rapid development of internet and
social media. To fill the research gap, this study adopts a qualitative
multiple-case-study approach and investigates four service firms in Taiwan that
have the excellent performance in service innovations. The main findings of the
study includes: (1) Service firms will consider the knowledge attributes of
systematization, changing dynamics and secrecy to determine the appropriate
knowledge management practices; (2) The various types of knowledge
management activities will affect the different elements of service innovations;
and (3) The ICT and social media will affect the service innovations via their
roles as a platform for implementing service innovations and a processor for
analyzing opportunities of, and for delivering/integrating information of service
innovations.
Keywords: Knowledge Management, Social Media, Service Innovations, ICT, Knowledge Attributes
標題Article：台灣、大陸及美國 IC 設計業的 R&D 策略研究– 風險觀點
The R&D Strategies of Fabless Semiconductor Companies in Taiwan, China, and the United States: Risk-based perspectives
作者Aurthor：姜榮新、洪志洋 Rung-Shin Jiang,Chih-Young Hung
中文摘要Chinese Abstract：
無晶圓廠或 IC 設計公司是半導體業中的子產業，其主要專注於產品設 計和開發，並通常將生產工作外包給晶圓代工公司。為了在激烈的技術競 爭的環境中生存，IC 設計公司必須持續投資於研究與發展（R＆D）。本研 究旨在探討不同國的 IC 設計公司在三大客源市場，台灣、中國和美國中的 研究與發展策略。首先，本研究找出研究與發展經費的支出與其在每個市 場中成功的專利申請量之間的時間滯後關係。其次，我們分析內部因素， 如公司規模，盈利能力和管理行為；和外部因素，如經濟上國際景氣的好 壞對研究與發展經費支出的影響。這項研究有兩個主要的貢獻，首先是本 研究利用研究與發展的強度和效率等新穎指標來分析在全球化的背景下 IC 設計公司如何決定研究與發展經費的支出；第二，它是第一個跨國性研究， 並以風險的角度來分析 IC 設計公司在不同國家中的研究與發展經費支出行 為。本研究結果顯示研究與發展的費用投入到專利的被成功接受具有長達 2 年的時間滯後。另外本研究也顯示出，在經濟衰退和復甦期間台灣和中國 的 IC 設計公司比美國 IC 設計公司更願意多花一些研究與發展費用。台灣 和中國的 IC 設計公司與美國相比，有比較少的生產投入要素、比較小的需 求市場及比較少的相關行業支持，這也許能解釋他們為什麼必須採取比美 國更積極的研究與發展經費支出策略，以期讓他們能在競爭激烈的全球市 場中生存。
關鍵字：IC 設計公司, R&D 支出費用, 專利, 風險管理行為
English Abstract：
Fabless or IC design companies are a group of enterprises within the
semiconductor fabrication industry, focusing on product design and
development, and usually outsourcing production to manufacturers. To survive
in an environment of fierce technological competition, fabless firms must
invest in research and development (R&D). The present study investigates how
this is achieved in the three major source markets for this type of product;
Taiwan, China and the United States. First, the investigation identifies the time
lags between R&D expenditure and the quantity of successful patent
applications in each market. Second, we analyze the impact of internal factors
like company size, profitability and management behavior, and external factors
such as the health of the economy on R&D expenditure. The study makes two
important contributions to the literature; first is the use of novel indices of
R&D intensity and efficiency to analyze expenditure decisions in the context of
globalization, second, it is the first cross-country study to analyze R&D in this
industry from a risk-based perspective. The results demonstrate a time lag of up
to 2 years between R&D expenditure and patent acceptance. They also show
that firms in Taiwan and China spend more on R&D than US firms during
periods of both economic recession and recovery. However, fabless firms in
Taiwan and China have worse factor input and demand conditions, and less
support from related industries than firms in the United States, explaining why
they must adopt more aggressive strategies towards R&D investment to survive
and excel in global markets.
Keywords: Fabless semiconductor companies, R&D expenditure, patents, risk management behavior.