新興科技多元應用策略 — 以語音助理為例

A study of the dynamic development of emerging technologies — using AI virtual assistants as an example

黃渝婷(Huang Yu-Ting)

指導教授 ： 尚孝純 ； 李怡慧

國立政治大學/商學院/資訊管理學系/碩士(2021年)

https://doi.org/10.6814/NCCU202100854

摘要

新興科技無處不在，隨著時間的推移，新興科技持續變化且對未來擁有不確定性，再加上科技發展的速度之迅速，它改變了我們平常生活的方式，對我們產生了很大的影響。對於公司而言，能鞏固與提升競爭優勢，因此在新興技術上投入更多的精力已為普遍現象。新興科技相關研究多注重在技術、使用者互動、接受度或隱私安全層面，對於新興科技的多元策略發展與提供實際案例之研究較少。除了擁有最好的技術外，也必須擁有健全的生態系統。而與平台生態系統相關的文獻還不足以理解新興技術的策略發展。故本研究透過平台生態系統的角度，而將新興科技以人工智能虛擬語音助理為例，探討新興科技在應用策略上的多元發展。此外，我們認為有必要將策略發展以多元而非單一的方式作呈現。首先，我們使用在多個案例上進行內容分析之研究方法，並選擇幾個當今科技巨頭作為案例。其次，研究結果為每個科技巨頭的虛擬語音助理建立了平台生態系統，並分別整理並呈現出六個維度的策略發展，六個維度分別為：平台建構、技術、聯盟關係、互動、連接性（相容性）、支持語言。透過此，解釋每項虛擬語音助理的多元應用策略之發展再進而比較科技巨頭之間的策略發展。此外，我們發現平台生態系統之間與平台生態系統內部存在兩類競合策略。根據結果，我們注意到隨著時間的推移，科技巨頭在面對新興科技時秉持不同的態度，策略模式與定位。再者，我們在討論和結論章節中，回顧我們在分析虛擬語音助理策略發展時的發現。總體而言，本研究有助於讀者理解新興科技的多元策略發展，並能有效協助企業在開發新興技術時，能在做相對應的決策前能先分析我與他方的策略發展。另外，為研究人員提供新穎的途徑以了解新興科技之多元策略發展。

關鍵字

新興科技 ； 平台生態系 ； 策略發展 ； 虛擬語音助理 ； 競合 ； 競爭優勢

並列摘要

Emerging technology is ubiquitous that brings a prominent impact on the ways we live. Companies spend more effort on technology to strengthen competitive advantages. This study examines the strategic development of emerging technology using AI virtual assistants as an example through the perspective of the platform ecosystem. In addition, we argue that strategic development is necessary to be considered dynamic instead of static. First of all, using the methodology involves content analysis on multiple cases and selecting contemporary tech giants as cases. Second, the results establish the platform ecosystems for each tech giant’s virtual assistant and show the strategic development developed on six dimensions: Platform Construction, Technology, Alliance, Interaction, Connectivity (Compatibility), and Supported Languages; then, the comparison of strategic development for each virtual assistant is explained. Additionally, we find that there were two types of co-opetition strategies among and within platform ecosystems. According to results, we notice that tech giants uphold different attitudes and strategic patterns when facing emerging technology as time goes by. Third, we review what we find among exploring the strategic development for virtual assistants in the section of discussion and conclusion. Overall, this study helps readers comprehend the dynamic strategic development of emerging technology and supports companies in developing emerging technology when making decisions. Besides, give an avenue for researchers to explore strategic development.

並列關鍵字

Emerging technology ； Platform ecosystem ； Strategic development ； Virtual assistant ； Coopetition ； Competitive advantages

參考文獻

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