在點數經濟與行動支付的效應下，此商業模式逐漸形成所謂的商業生態系統。從食衣住行的消費中皆能獲得點數回饋，點數所帶來的附加價值成為人們生活中的小確幸，企業透過點數獎勵刺激消費行為使其成為會員，當點數累積一定數量後，便可兌換成商品或折扣使用，而隨著科技的發展，產品和服務的數位化也讓點數從過去的實體轉為存在於App、網路平台的數位點數，人們可隨時隨地進行點數查詢與兌換。而點數所產生的效益也讓企業持續發展，並形成動態之商業生態系統，然而在目前的學術文獻中並無將數位點數與商業生態系統進行整合性的研究，且商業模式對商業生態系統的建構影響在過往也較少被提及，因此本研究認為在企業將數位點數發展商業生態系統的現今，點數的交換行為包含商業生態系統互利關係的概念，應以商業生態系統的觀點進行探討，並了解不同商業模式對生態系統的建立所產生的影響。
本研究以零售產業為例，從商業生態系統的觀點、社會交換、資源基礎理論與專家訪談方法中歸納和建立數位點數生態系統框架，並以個案研究法和進行分析驗證，在文獻理論、專家訪談以及多重個案的三角驗證下，本研究發現建構數位點數生態系統的共同要素和不同商業模式在建構要素上的差異，並提出數位點數生態系統的成長模式。在理論貢獻上，本研究將數位點數與商業生態系統進行整合探討，提出生態系統框架，並討論商業模式對生態系統的影響；在實務貢獻上，本研究提供欲發展以及已發展數位點數生態系的企業在發展上之參考依據，企業可依據其在策略上的考量進行調整，找出企業與顧客持續建立長期關係的商業模式，為雙方提供互利共生的價值。

Under the effect of point economy and mobile payment, this business model gradually formed a so-called business ecosystem. Points can be obtained from the consumption of food, clothing, housing and transportation. The added value brought by points has become a small fortune in people's lives. Companies use point rewards to stimulate consumer behavior to become members, when the points accumulate after the quantity, it can be exchanged for good or discounts. With the development of technology, the digitization of products and services has also changed the points in the past entities to the digital points that exist on the App and Internet platforms, people can Inquire and exchange points anywhere. The benefits generated by points also allow companies to continue to develop and form a dynamic business ecosystem. However, in the current academic literature, there is no integrated study of digital points and business ecosystems, and the business model influence of system construction has not been mentioned much in the past. Therefore, in this study, in the present day when enterprises develop digital points for business ecosystems, the exchange of points includes the concept of mutually beneficial relationship between business ecosystems. It should be discussed from the perspective of the business ecosystem and understand the impact on different business models on the establishment of ecosystems.
This study takes the retail industry as an example. Based on the triangular of literature, theory and case study research, it summarizes and establishes a digital ecosystem framework of the business ecosystem, social exchange theory and resource-based theory, analyze and verify by Case Study Research and in-depth interviews. Understand the common elements of building a digital ecosystem and the differences in construction factors of different business models, and propose the growth model of the digital ecosystem. In terms of theoretical contributions, this study integrates digital points of business ecosystems, proposes an ecosystem framework, and discusses the impact in business models on the ecosystem ; in terms of practical contributions, this study provides the number of digital points that want to developed and have been developed the reference basis of the development of enterprises in the ecosystem, enterprises can adjust according to their strategic considerations, find out the business model in which the enterprise and customers continue to establish long-term relationships, and provide mutual benefits of both parties.

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中文文獻
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