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研究生： 柳明明
Tienmongkol, Jariya
論文名稱： 泰國社交銀行之研究一以Line公司為例
The Approach of Social Banking in Thailand: A Case Study of Kasikorn LINE company
指導教授： 丘宏昌
Chiu, Hung-Chang
口試委員: 謝依靜
Hsieh, Yi-Ching
唐運佳
Chia, Tang-Yun
學位類別： 碩士
Master
系所名稱： 科技管理學院 - 國際專業管理碩士班
International Master of Business Administration(IMBA)
論文出版年： 2020
畢業學年度： 108
語文別： 英文
論文頁數： 30
中文關鍵詞： 社會銀行 、社交媒体银行 、LINE 、破壞性創新 、社交網絡移動應用 、手機銀行
外文關鍵詞： social banking, social media banking, LINE, disruptive innovation, social networking mobile application, mobile banking
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    Disruptive innovation or disruptive technology affects many industries including the banking sector. The disruption deeply impacts to traditional banking process and it causes directly to the behavior changes of a bank customer. In Thailand, technology and innovation are bank business drivers in order to compete in the financial market. It started with internet banking and now social banking is coming to transform the current online banking and give an alternative to process transaction banking for both unbanked and banked people.
    LINE BK company is founded to develop the social banking and its goal is to speed up banking process and make it ease as sending message. Although LINE BK is established from the two companies that is powerful and have a strong background in information technology, the assessment of social banking in the beginning stage helps the company avoid the failure and mitigate the negative outcome that possibly happened after the social banking officially launched into the market. The research analyzes the collected data with the framework for assessing disruptive innovations from J. Guo et al which already be proofed the correctness and robustness to evaluate the upcoming social banking from LINE BK before it will be launched in the mid of 2020.

    Abstract………………………………………………………………………………….……. I Acknowledgement…………………………………………………………………………… II Table of Contents………………………………………………………………………...…. III List of Figures………………………………………………………………………..………IV List of Table……………………………………………………………………….………….V Chapter 1 Introduction…………………………………………………………………………1 1.1 Research background and motivation………………………………………...…...1 1.2 Research objectives………………………………………………………..………2 1.3 Research question………………………………………………………………….2 1.4 Research scope and limitation…………………………………….……………….2 Chapter 2 Literature Review…………………………………………………………………..3 2.1 The usage of internet and mobile devices in Thailand……………………...……..3 2.2 Social Media usage in Thailand………………………………………………...…4 2.3 LINE application……………………………………………………………….….5 2.4 LINE Thailand Financial Service and Strategies……………………………….…6 2.5 Mobile Banking usage in Thailand………………………………………….…….7 2.6 Social Media model with Thai bank………………………………………..……..8 2.6.1 Social media as a marketing tool…………………………………….….9 2.6.2 Social media as a communication channel………………………….….10 2.6.3 Social Media as a channel for feedback and reactions………...….……10 2.6.4 Social Media for transactional social banking…………………….……11 2.7 Disruptive innovations definition………………………………………………...13 2.8 Assessment methods for disruptive potential of innovations by J. Guo et al….…14 Chapter 3 Research Methodology……………………………………………………………16 3.1 Research methodology………………………………………………….…..……16 3.2 Data collection……………………………………………………………………17 Chapter 4 Data Analysis and Findings……………………………………………...………..19 4.1 The potential key actors of social banking……………………………………….19 4.2 Analysis of indicators…………………………………………………………….20 4.2.1 Technologies features…………………………………………………..20 4.2.2 Marketplace dynamics………………………………………………….23 4.2.3 External environments………………………………………………….24 Chapter 5 Conclusion and Recommendations………………………………………………..26 References……………………………………………………………………………………29

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