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    Title: 思維落差：以使用者意會槓動銀行虛實整合服務
    Mind the Gap: Leveraging User Sensemaking for O2O (Online to Offline) Banking Services
    Authors: 周玥彤
    Chou, Yueh Tung
    Contributors: 蕭瑞麟
    Hsiao, Ruey Lin
    周玥彤
    Chou, Yueh Tung
    Keywords: 使用者創新
    意會
    人物誌
    虛實整合
    服務創新
    設計原則
    期望落差
    user innovation.
    sensemaking
    persona
    O2O integration
    service innovation
    design principles
    expectation gap
    Date: 2016
    Issue Date: 2016-09-02 01:29:46 (UTC+8)
    Abstract: 數位經濟的起飛，讓BANK 3.0浪潮持續蔓延，對金融業造成衝擊。在網路與行動科技日新月異下，人們的生活及消費習慣逐漸改變。透過虛擬通路可以取代實體通路的服務，使用者能隨時隨地利用網際網路的連線取得資訊，也能即時掌握資訊，不再仰賴單一管道。本研究探討使用者如何意會這樣的複合的金融服務。本研究將以人物誌描繪使用者的行為特徵，解讀開源與節流的脈絡，理解使用者的理財行為與需求。本研究將提出一般性商業銀行的現行做法作為案例，點出設計者與使用者之間的期望落差。在理論貢獻上，本研究以科技意會之落差點出設計原則，補強使用者創新理論。在實務貢獻上，本研究建構一套方法來分析則銀行的服務設計，由開源節流脈絡理解使用者需求，提出虛實整合的服務模式。本研究指出，創新的來源的確源自使用者，但必須理解使用者對服務的意會，找出設計者與使用者之間的期望落差。如此，設計者便能夠找出虛實配套的服務體驗。
    The financial industry has been impacted by the trend of BANK 3.0 and digital economy. People`s living patterns and consumption habits have been rapidly changed by technology innovations such as Internet and wearable devices. Users can access to information on the Internet at anytime and anywhere without relying on single source, especially when physical channels have been replaced by digital ones. This research employs persona to examine users’ behaviors in a context of income generation and expenditure control, and explore how users make sense of the existing financial services so as to understand how users’ needs in financial management. This study analyzes the expectation gap between the designer (bank) and the user. A leading banking service provider is used as a case study for this investigation. In the theoretical implication, this research enhances the user innovation theory by pointing out the design principles stemmed from the expectation gap. In the practical implication, this research suggests a mixed method to for offer O2O (Online to Offline) banking services, which provides various ways of service innovation. This study indicates that the source of innovation does come from users; but such an understanding must be grounded in expectation discrepancies between the designer and users. As such, the designer is able to identify the most suitable combination of O2O services for better user experience.
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    Description: 碩士
    國立政治大學
    科技管理與智慧財產研究所
    103364107
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0103364107
    Data Type: thesis
    Appears in Collections:[Graduate Institute of TIPM] Theses

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