- 期刊
How ESL Devices Transform into Connected Label Solutions: A Perspective of Actor Interaction and Information Rebundling
從電子標籤轉型為連結式標籤服務方案：以行動者互動與資訊再組合的觀點探討
摘要
Digital transformation has been recognized as the driving force in enhancing business operations and increasing revenue. Relevant studies have mostly focused on the implementation of specific technology and on the effects of that technology on individuals, organizations, and ecosystems. Prior studies fall short of examining the process of how a shift in a business model or a brand-new model can originate with the introduction of a simple device. The current study tries to elaborate on this process from the perspective of actor interactions and information density. Using secondary data from online sources regarding electronic shelf label (ESL)-enabled retail digital transformation, this study highlights actors interacting with other actors to provide some technological advancement. This case study focuses on actor-network interactions in ESL-enabled retail digital transformation. These interactions also trigger changes in information density and impact business operations. We propose three stages of digital transformation: digitization, unbundling and rebundling information, and information outsourcing for a business model shift. A well-designed system can turn a simple labeling device into a connected label solution through collaboration with other actors in the retail ecosystem. Our study provides contributions to understanding digital transformation from information density perspectives and how ecosystem actors co-create technology to leverage its functionalities.
並列摘要
數位轉型被視為提升營運與增加收益的驅動力。大多數研究聚焦於討論特定技術導入所帶來的個人、組織或者生態系統層級的影響，鮮少探討數位化設備的導入如何啟動商業模式轉型。本研究以行動者交互作用與訊息密度的角度闡述此商業模式轉型過程。透過網路二手資訊，爬梳由電子貨架標籤驅動的零售業數位轉型，並著重於採用行動者網路交互作用，探討各行動者間的互動如何帶動技術進步與零售產業的數位轉型；該交互作用亦使訊息密度產生變化並且對商業營運起了作用。本研究提出三個數位轉型階段：數位化、訊息解構與重組，以及商業模式轉型的外包訊息。本研究發現，在零售業生態系中，各行動者間緊密的互動作用打造了一個縝密的系統，使一個簡單的貨架標籤設備轉型成為全方位的零售解決方案，並以此提出理論發展及管理實務上之意涵。