互聯網時代來臨，零售業者與客戶連結從傳統的點數服務衍至串連各品牌與顧客的商業模式，以往點數經濟的接受程度多來自於零售業自身的知名度、使用平台、可使用之企業與使用族群，這些特點便是點數服務中無形資源所構成的網絡連結。過往點數研究多探討顧客忠誠度、顧客滿意度與使用意願等議題，本研究認為點數服務不單是忠誠度計畫，而是建立商業生態系之工具，企業透過點數服務串聯顧客與合作夥伴來建構點數生態系，應重視在人與人、人與企業之間的連結。
基於理論基礎、模型假設與個案訪談的三角驗證下，本研究以社會資本中心度理論與科技接受模式理論探討點數使用意願的影響因素，從中找到點數服務發展的成功因素，以問卷調查收集333份大眾對於數位點數服務的使用意願與看法，並以質化之個案訪談方式深度瞭解採用點數服務的觀點，將其結果歸納整理，以驗證問卷調查之結果。在理論貢獻上，本研究將社會資本與科技接受模式進行整合探討，提出使用意願之影響框架；在實務貢獻上，提供欲發展以及已發展數位點數服務的企業在設計與發展上之參考建議，企業可對其策略上進行調整，找出長期維繫顧客接受度與使用意願的方針。

With the advent of the Internet age, the point system has changed from a simple customer loyalty program to a business model connecting customers and enterprises. While past studies mainly focused on customer loyalty, satisfaction, and willingness to adopt, little is known about the digital points service serving as a way to build an ecosystem. The goal of this study is to obtain a deep understanding of the social capital of the digital points service. In addition, it is an important factor in establishing business ecosystem, which is a key factor in the connection between people and business.
According to theory background, model hypothesis, and case interview of triangulation method, this study based on the centrality theory of social capital and technology acceptance model to find key factors to successfully develop digital points service. Data was collected from 333 respondents to express their opinions and intentions on the digital points service. After the questionnaire survey, we obtained a deeper perspective from the users through case interviews to verify the result of the quantitative questionnaire. The theoretical contribution of this research lies in providing a research framework that combines the social capital theory with the technology acceptance model to understand the intention of using digital points service, and its practical contributions lie in providing some suggestions and directions for the development of the digital points service in related enterprises. Enterprises can follow these strategies, and find ways to have long-term relationships with customers.

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