以制度興業理論分析台灣電子票證產業發展

View of institutional entrepreneurship to analyze the development of electronic cards in Taiwan.

黃勝茂(Sheng-Mao Huang)

指導教授 ： 吳學良

國立臺灣大學/管理學院/國際企業學研究所/碩士(2018年)

https://doi.org/10.6342/NTU201801440

摘要

電子票證已是日常生活中無法取代之票卡之一，然而台灣電子票證起源於交通電子票證之發行，但初始型態之票證礙於法規及政策無法進行跨產業之小額支付。因此在悠遊卡股份有限公司之力促下，推行了《電子票證發行管理條例》的施行，也催生了其他3家電子票證的業者。
本研究透過制度興業的觀點了解業者如何突破既有制度、重塑電子票證之樣態及採用之成長模式，同時搭配多個案分析法了解產業中業者之成長模式及競爭互動後，可得以下三點：(1).電子票證業者必須持有正當性及滿足所有利害關係者才能有效推動制度興業；(2)電子票證業者之成長多透過快速增加票證市佔率，同時搭配通路及優惠提高票證使用率；(3).多數使用者同時持有兩家以上之電子票證，優惠活動並不具長期效益。本研究最後針對整體電子票證及相關利害關係人提出未來相關建議。

關鍵字

電子票證 ； 新制度理論 ； 制度興業 ； 非現金支付

並列摘要

The Electronic Cards is the irreplaceable plastic card in the daily lives, and it came from the mass transportation electronic cards. Owing to the regulation and laws, the original version of electronic cards can’t be used in the circumstance of shopping. The major stakeholder, Easy Card Corporation force the legislation of Act Governing Issuance of Electronic Stored Value Cards. Then, other companies devote to the industry.
Through the view of the institutional entrepreneurship to analyze how corporation overcome the institution, and how corporation rebuild the business model and standard of the electronic cards industry. Besides, this thesis sums up three points as follows,
(1). The corporation of electronic cards should hold the subject position and meet every stakeholder’s interest in order to force the institutional entrepreneurship.
(2). The success of the corporation of electronic cards comes from the market penetration, mass channels and repeated promotional events.
(3). The effectiveness of promotional events cannot retain for long time because users hold more than two cards in one time.
Last but not the least, this thesis also provides some recommendations of future development for the related stakeholders.

並列關鍵字

electronic cards ； institutional theory ； institutional entrepreneurship

參考文獻

英文文獻

Anderson, P., & Tushman, M. L. (1990). Technological discontinuities and dominant designs: A cyclical model of technological change. Administrative science quarterly, 604-633.

Barley, S. R. and Tolbert, P. S., 1997, “Institutionalization and Structuration: Studying theLinks between Action and Institution,” Organization Studies, Vol. 18, No. 1, 93-117.

DiMaggio, P. J., 1988, “Interest and Agency in Institutional Theory” in Zucker, L.G. (ed.),Institutional Patterns and Organizations: Culture and Environment, FirstEdition, Cambridge, MA: Ballinger, 3-22.

Greenwood, R., Suddaby, R., and Hinings, C.R., 2002, “Theorizing Change: The Role of Professional Associations in the Transformation of Institutionalized Fields,” American Sociological Review, Vol. 48(2), 58-80.