- 期刊
零售業數位轉型衡量指標之發展與多準則評估
Development and Multi-criteria Assessment of a Retailer's Digital Transformation Criteria
摘要
近年來，在新冠病毒（COVID-19）疫情、數位化衝擊和消費者購物行為不斷改變的影響下，全球各產業都發生了前所未有的巨大變化。而這樣的變化，不僅改變了人們習以為常的消費習慣，也迫使企業不得不加快數位化的腳步，積極啟動數位轉型。本研究透過文獻解析和焦點團體訪談法發展衡量企業數位轉型的構面與指標，並以零售產業為例運用線上調查和層級分析法分析數位轉型指標的權重高低，也比較疫情前後推動數位轉型工作優先事項之差異。研究結果顯示，雖然數位轉型與資訊科技密不可分，但在數位轉型推動過程中，顧客體驗與組織運作兩構面較數轉技術構面更受到學者專家與企業專家的重視。其中，兩類專家分別從產業趨勢發展角度及實際作業執行觀點一致歸納出：「顧客體驗」為最重要的主要構面；次要構面則是強調應該著重於由公司領導階層（高層共識）積極推動，並發展以顧客需求（顧客獲取）為導向之創新商業模式（商模新創力）。
並列摘要
In recent years, under the impact of digitization, all industries around the world have undergone unprecedented changes. Such changes have not only altered people's consumption behavior, but also forced enterprises to accelerate the pace of digitization and actively start digital transformation. This study develops dimensions and indicators to access corporate digital transformation through literature review and focus group interviews. Using the retail industry as an example, e-survey and the analytic hierarchy process were used to analyze the weight of digital transformation indicators and compare the differences in priority of digital transformation before and after the epidemic. The results show that although digital transformation is closely related to information technology, in the process of promoting digital transformation, the two dimensions of customer experience and organizational operation are more valued by scholars and business experts than the technical dimension. From the perspective of industry trend and actual operational process, both scholars and experts have unanimously concluded that customer experience is the most important main aspect; it is also very important for the company's leadership to actively promote and develop an innovative business model oriented to customer needs.