隨著新科技的日新月異，科技基礎服務(technology-based service)已經變成人類日常生活中不可或缺的一部分。由於顧客是服務提供者最主要的價值滿足對象，因此其對於新服務的構想也被認為是開發科技基礎服務的一個重要投入；然而，由於大部分的顧客缺乏適當的能力與工具，使得其空有豐富的第一手經驗卻無法妥善地將經驗轉化成良好的新服務構想。因此，本研究參考了新服務發想與創意思考相關文獻，認為透過類比思考這樣的一個創意技術，將有助於使用者把豐富的使用經驗轉化成有效的新服務構想。同時，在發想過程中加入某些管理手段，將更能強化採用類比思考所帶來的效果。為了驗證以上看法，本研究選定了行動應用服務(mobile application service)作為研究情境，並以一般大學生為研究對象進行了一個內含兩個操弄(類比距離與類比來源限制)的實驗。實驗結果顯示，類比距離有助於產出遠距類比比例以及多樣性較高的類比，而類比來源限制有助於提升類比的多樣性。然而，兩項操弄對於提升類比多樣性並無預期的交互作用存在。而類比多樣性以及遠距類比比例兩個因子均有助於提升新服務構想的原創性。最後本文針對研究結果提出了討論、學術貢獻、以及預期的實務意涵。Along the rapid development of new technologies, technology-based services have become essentials in human life. Because customers are the major objects which service providers are eager to satisfy, customers’ inputs are then regarded crucial for developing new technology-based services. However, due to the lack of competence and proper tools, customers are hardly to transform their ideas into an interpretive form of new service ideas even though they possess rich first-hand experiences in usage. Therefore, the author reviewed the literatures of new service idea generation and creative thinking techniques, and proposed analogical thinking as a beneficial creativity technique to facilitate the transformation from use experiences into valid ideas of new services. Meanwhile, applying certain managing tactics in the process of idea generation may further improve the effectiveness of analogical thinking. In order to examine the above argument, the author selected mobile application services as the research context and recruited undergraduate students to join in a 2x2 (analogical distance and source requirement) experiment. The experiment result shows that (1) analogical distance is contributive to the production of more far analogies and the variety of analogy, (2) applying source requirement leads to higher variety of analogy. However, the expected interaction effect between analogical distance and source requirement on variety of analogy is not supported. Finally, variety of analogy and the proportion of far analogies are both significant predictors to the improvement of idea originality. At the end, the author provided discussion, theoretical contribution, and expected managerial implication.
