在全球競爭與資訊科技發達的e世代環境下，資訊科技成為現今企業不可或缺的工作平台。企業為了獲利，往往需要不斷創新服務去提高與維持產業競爭優勢，因此，當企業在面對不同類型的創新任務的挑戰，如何在最短時間內凝聚最佳資源，產出最具競爭力的產品成為企業永續經營的主要關鍵。因此，虛擬團隊成為企業「加速流程、整合資源、降低成本」的最基本工作型態。實務運作上，企業如何有效運用及整合資訊通訊科技打造一個有效率的虛擬團隊，以達到企業預期的服務創新專案目標，成為一個重要創新管理議題。所以，本研究將深入探討，虛擬團隊在面對不同媒體豐富性的資訊通訊科技與多元化的服務創新任務同時，對於團隊本身的團隊品質以及服務創新專案團隊績效的影響。
因此，本研究主要以任務-科技配適度模式為理論基礎，並輔以調適性結構化理論的觀點，並納入團隊品質構面，提出一個整合性任務-科技適配度模式，並透過實證資料的蒐集與統計假說的驗證分析，了解到當任務-科技-團隊成員電腦能力的適配程度越高時，其資訊通訊科技在服務創新專案中就扮演著良好的催化劑，除了對虛擬團隊互動品質有正向影響外，更會進一步影響到虛擬團隊的服務創新績效。此外，進一步分析可得知，當虛擬團隊面對不確定性高的服務創新任務時，往往需要多元化的資訊，來協助決策與判斷，因此透過採用媒體豐富性較低，非即時但易於分享與尋找資訊的資訊通訊科技(Facebook)時，不僅有助於創新任務的執行與團隊溝通，也讓團隊成員更樂於去分享團隊知識與溝通協調，進而帶來更佳的服務創新績效，另一方面，當虛擬團隊面對模糊性高的服務創新任務時，需要密集而即時的溝通與討論，來凝聚大家的共識並收斂問題，因此透過採用媒體豐富性較高，而且及時如同面對面般的溝通的資訊科技(Skype)時，有助於創新團隊更密切的溝通討論，進而帶來更好的服務創新績效。

Information and communication technology (ICT) becomes an essential work-platform in modern enterprises in the age of global competition. Businesses need to improve and maintain their competitive ability through continuous service innovation. When businesses face different kinds of innovation challenges, how to concentrate their resources to produce the most competitive products in the shortest time frame is the key to enterprise sustainability. Therefore, virtual team (VT) becomes popular in many enterprises for accelerating the process, integrating resources and reducing costs. In practice, how to effectively use and integrate ICT to build effective virtual teams for service innovation projects is an important management issue. Hence, this study explores whether media with different levels of richness and the nature of service innovation projects affect teamwork quality and the resulting innovation performance.
This research develops a framework based on the task-technology fit (TTF) model and the adaptive structuration theory. A laboratory experiment was performed on a group of 130 students to evaluate the research model. Three service innovation project scenarios with each of them included four tasks were designed. The results show that ICT can serve as an important accelerator and has significant positive effects on teamwork quality and performance of the virtual team, when the degree of fit between task and technology, and team member’s computer self-efficacy are high.
In addition, when the uncertainty of the innovation project is high and the team needs a variety of information to facilitate decision making and judgment, the asynchronous ICT tool with low media richness such as Facebook can produce better team performance. This may be because this tool makes it easier for the team to share information and communicate with each other.
Finally, when virtual teams faced high equivocal projects that require intensive and real-time communication and discussion for team members, ICT tools such as skype is more effective. This may be because the real-time communication tool can help virtual teams to have more frequent discussion and intensive communication.

論文審定書 i
論文公開授權書 ii
致謝詞 iii
摘要 iv
Abstract v
圖目錄 ix
表目錄 x
1. 緒論 1
1.1. 研究背景與動機 1
1.2. 研究目的與問題 5
2. 文獻探討 7
2.1. 服務創新 7
2.1.1. 服務創新的概念 8
2.1.2. 服務創新的類型 9
2.1.3. 服務創新流程 13
2.1.4. 服務創新相關研究 16
2.1.5. 服務創新績效 17
2.2. 虛擬團隊 21
2.2.1. 虛擬團隊的定義 21
2.2.2. 虛擬團隊的相關研究 23
2.3. 團隊品質 26
2.4. 媒體豐富性理論(Media Richness theory) 33
2.5. 任務／科技配適度(Task/Technology Fitting；TTF)模式 38
2.5.1. 任務／科技配適度模式相關研究回顧 45
2.6. 調適性結構化理論(Adaptive Structuration Theory) 55
2.6.1. 調適性結構化理論的起源 55
2.6.2. 調適性結構化理論的架構 58
2.6.3. 調適性結構化理論的系統運用結構 62
3. 研究設計 65
3.1. 研究方法之選擇 65
3.2. 研究架構 66
3.3. 研究假說 67
3.4. 研究變數之操作型定義及衡量 73
3.5. 實驗設計 90
3.5.1. 實驗對象與編組方式 92
3.5.2. 實驗任務設計 93
(1) 服務創新腦力激盪型任務： 94
(2) 服務創新改善決策型任務： 95
(3) 服務創新改善規劃任務： 96
(4) 服務創新改善溝通型任務： 96
3.5.3. 控制變數 98
3.5.4. 實驗環境設計 99
3.5.5. 實驗流程與資料蒐集方式 101
3.6. 實驗前測 106
3.6.1. 任務特性的操弄 106
3.6.2. 科技特性的操弄 107
3.6.3. 前測實驗結果分析 108
3.6.4. 前測實驗結果對於實驗流程修正之探討 109
4. 研究資料分析與討論 128
4.1. 實驗流程 128
4.2. 正式實驗問卷分析結果 128
4.3. 組內一致性分析 144
4.4. 研究模式之驗證 145
4.5. 研究假說之驗證 155
5. 結論與建議 157
5.1. 研究結論 157
5.2. 研究貢獻 160
5.3. 研究限制與未來研究方向 162
參考文獻 164
【附錄一】 181
【附錄二】 190

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