建構依賴路徑：以全聯之虛實服務創新演化為例

Constructing the Dependency Path: Case Study of PX Mart’s Online and Offline Service Innovation

如何創新虛實服務以回應使用者需求，已成為當代組織管理的重要議題。過去數位創新文獻由虛實通路之互蝕與互補分析生產者之經營效益，本研究則由科管領域的路徑依賴觀點分析使用者之依賴建構歷程，進而有效體現企業創新虛實服務價值。本研究調查國內知名連鎖零售業者全聯福利中心如何創新虛實服務以滿足使用者之需求變化。學理上，本文除提出虛實服務之階段性與原則性設計外，更對依賴路徑之套牢機制做出貢獻，特別提出經濟效能強化、關係連結深化、場域座標化與時間模組化四個分析要素，以說明企業如何由此建立複合連結機制，形塑使用者的依賴路徑。此外，相較於過去由主流設計或專屬設計探討網絡效益形成，本文則提出依賴設計之網絡效益建構，包括經濟的分享設計、關係的社群建構、場域的規模形成，以及時間的投資設計。本文並發展出「由虛實服務設計依賴路徑」之五項工作實務，以引導企業有效創新虛實服務。

Innovating online and offline services to satisfy user needs is a difficult challenge for enterprises. Many digital innovation studies have explored the cannibalizing and complementary effects of online and offline channels. This study takes a “lock-in” perspective to analyze the dependency path of users to effectively visualize the value of digital and nondigital service innovation. The case of PX Mart, a popular retailing chain store in Taiwan, illustrates the evolution of the dependency path of users and demonstrates the evolution of the enterprise’s core competence. This case study makes theoretical contributions to digital service in general and “lock-in” theory in particular. The elements of “lock-in” includes the economy, relation, location, and temporality design. Furthermore, we explain how the lock-in mechanism contributes to the network effect. The sharing economy, the community relationship, the scale of locations, and the investment of time shape the network effect together. In terms of its practical contributions, this study proposes five organizational approaches to achieve service innovation through digital and nondigital transformation.