許多企業已經轉入虛擬通?的營運，針對顧客提供免費開放的服務種類與數量也越來越多，同時也產生新的商業模式，而企業使用免費模式來擴大規模並吸引消費者，這已經成為數位匯流行業中許多公司的普遍方法。然而，先前對免費產品或服務的研究，主要聚焦於折扣產品或其他促銷方法的比較、免費產品所產生的附加價值的評估、以及免費所產生正面或負面價值，而較少去探討免費服務背後商業模式之脈絡邏輯。因此，本研究目的為基於服務支出及服務多樣化觀點下，建構一系統性分析架構，進而探索免費服務商業模式創新之背後獲利邏輯、策略意涵與演化路徑。本研究採用個案研究法，挑選數位匯流環境下之代表性個案共15家公司為研究對象，依據個案所推出之免費服務為分析範圍，本研究得出四種商業模式與八個子模式，包括「加值性免費-差異性付費」模式、「加值性免費-整合性付費」模式、「多元性免費-整合性付費」模式、與「多元性免費-差異性付費」模式等，其中企業收費對象分為消費者本身與第三方企業或機構。最後提出管理意涵以及未來研究建議 Many companies have moved to the operation of virtual channels, and more and more types and numbers of free and open services are provided for comsumers. At the same time, new business models have also been generated. Enterprises have used the free model to expand scale and attract consumers. This has become a common approach for many companies in the digital convergence industry. However, the previous studies addressed on free products or services mostly focused on the comparison of discount products or other promotional methods, the assessment of the added value of free products, and the positive or negative value generated by free. It is rarely to explore the logic behind the business model of free services. Therefore, this research aims to construct a systematic analysis framework so as to explore the profit-making logic, strategic implications and evolution path behind the business model innovation of free services based on the perspectives of service expense and service diversity. This study adopted the method of case study and selected representative cases of 15 companies in the digital convergence industry. The scope of analysis is according to the free services launched by the cases. Four business models and eight sub-models are induced in the study. The four models concern "Value-added service for free - Differential service for fee" model, "Value-added service for free - Integrated services for fee" model, "Diversified services for free - Integrated services for fee" model, and "Diversified services for free - Differential service for fee " model. Among the models, charging objects are divided into consumers themselves and third-party companies or institutions. Finally, some managerial implications and future research are suggested.
