在數位化與全球化迅速發展的當代，線上學習平台已成為教育科技創新的關鍵。本研究透過顧客旅程分析的方法，深入探討線上英語學習平台如何為其使用者創造顧客價值。為達此目的，本研究採用單一個案嵌入式設計，選取 Engoo 線上英語學習平台作為研究個案，並針對該平台內四位使用者的學習經驗進行深入分析，以探討他們在不同顧客旅程階段所經歷的活動與體驗。
研究結果發現，使用者在線上英語學習平台的顧客旅程包括四個主要階段：吸引、配對、促進互動及反應，這些階段共同塑造了用戶與平台間的價值交換。在吸引階段，使用者透過廣告、口碑及平台特色被吸引加入。在配對階段，平台根據使用者的學習需求與偏好，精準配對合適的教師和課程。在促進互動階段，平台透過客製化學習工具提升使用者與教師間的互動效率，使使用者不僅能達到提升英語能力的初衷，還能在學習過程中獲得更多層面的意義。最終的反應階段，涉及使用者對課程的直接回饋與評價，這不僅影響潛在使用者決定是否加入平台，也為現有使用者選擇教師提供了依據，並為平台提供了改進的方向。
研究結果顯示，平台設計中的核心元素能提升使用者的學習動機和效果，平台透過設計不同的功能和服務來滿足使用者在各個階段的需求。這些發現為線上學習平台未來的改進和發展提供了參考。

In the rapidly evolving digital and globalized world, online learning platforms have become a cornerstone of educational technology innovation. This study delves into how online English learning platforms create customer value for their users through customer journey analysis. To achieve this, a case study approach was adopted, involving four users of online English learning platforms, providing in-depth comparative case analysis of their activities and experiences across different stages of the customer journey.
The research findings reveal that users' customer journey on online English learning platforms encompasses four main stages: Pull, Match, Facilitate, and Reaction. These stages collectively shape the value exchange between the users and the platform. During the Pull stage, users are drawn to the platform through advertisements, word-of-mouth, and platform features. In the Match stage, the platform precisely matches users with suitable teachers and courses based on their learning needs and preferences. The Facilitate stage involves the platform enhancing interaction efficiency between users and teachers through customized learning tools, enabling users not only to improve their English proficiency but also to derive deeper meanings from the learning process. The final Reaction stage involves users providing direct feedback and evaluations of the courses, which influences potential users' decisions to join the platform, aids existing users in choosing teachers, and offers the platform directions for improvement.
The study's results indicate that core elements of platform design can enhance users' learning motivation and outcomes. The platform meets users' needs at each stage through the design of various features and services. These findings provide valuable insights for the future improvement and development of online learning platforms.

論文審定書 ....................................................................................................................... ⅰ
致謝 .................................................................................................................................. ⅱ
摘要 ................................................................................................................................. ⅲ
ABSTRACT .................................................................................................................... ⅳ
目錄 ................................................................................................................................. ⅵ
圖次 ............................................................................................................................... ⅷ
表次 ................................................................................................................................. ⅸ
第一章 緒論 .................................................................................................................... 1
第一節 研究背景與動機 ............................................................................................. 1
第二節 研究目的及問題 ............................................................................................. 3
第三節 研究架構 ......................................................................................................... 4
第二章 文獻探討 ............................................................................................................ 6
第一節 線上學習平台 ................................................................................................. 6
第二節 平台的設計與策展機制 ............................................................................... 10
第三節 顧客旅途分析 ............................................................................................... 12
第三章 研究設計與方法 .............................................................................................. 16
第一節 個案研究法 ................................................................................................... 16
第二節 研究個案的選取 ........................................................................................... 19
第三節 資料來源與分析 ........................................................................................... 21
第四章 研究個案 .......................................................................................................... 25
第一節 學員A ........................................................................................................... 25
第二節 學員B ........................................................................................................... 28
第三節 學員C ........................................................................................................... 30
第四節 學員D ........................................................................................................... 33
第五章 研究發現 .......................................................................................................... 36
第一節 平台使用前，參與者的初期動機與興趣產生過程 ................................... 39
第二節 分析平台教師的選擇與配對過程 ............................................................... 51
第三節 從平台旅途中獲得的收穫與意義 ............................................................... 61
第四節 用戶回饋對平台的影響 ............................................................................... 70
第五節 平台功能設計與價值交換機制 ................................................................... 73
第六章 結論與建議 ...................................................................................................... 76
第一節 研究結論 ....................................................................................................... 76
第二節 研究限制 ....................................................................................................... 77
第三節 研究建議 ....................................................................................................... 78
參考文獻 ........................................................................................................................ 80

中文文獻
Merriam, S. B., & Tisdell, E. J.（2018）《質性研究：設計與施作指南》（邱炳坤、李俊杰、李欣霓、黃美珍、楊宗文、陳子軒、李建興、陶以哲、楊啟文、高麗娟、姜敏君、顏伽如，譯）台北：五南。（原著出版於2015年）

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