臺灣博碩士論文加值系統

近年來消費者因網際網路的迅速發展，消費習慣逐漸改變，消費者如今所尋求的已非單一的產品或服務，而更重視此產品所帶來的「價值」。此價值立基於消費者在消費此產品的過程之中所獲得的「感受」、或是消費此產品所帶來額外的社群效果等。因此，企業若要提升績效，無法再循以往的行銷模式，必須由企業「主動」將設計、選擇產品之權利賦予消費者，消費者賦權之概念因而應運而生。
過去研究對於消費者賦權理論相關理論如：虛擬消費者整合、虛擬共同創作、使用者設計、共同創作等均有所著墨，但卻甚少研究針對消費者賦權之特色加以歸納、整理。因此，本研究經由文獻回顧整理消費者賦權之特色：消費者知覺到被賦權的程度高、支持性的參與工具、消費者參與投入的程度高、消費者被限制的程度低、消費者參與設計的複雜程度低五種因素，並探討其對消費者購買意願之關係。此外，本研究也探討消費者被賦權過程中，消費者感受之中介效果及本身具領先使用者特性之調節效果對消費者購買意願之影響。
本研究以迴歸分析檢驗，顯示消費者賦權之特色對於消費者購買意願具有顯著影響，但消費者對於賦權之感受如對企業的信任及消費者享受感卻僅具部分中介效果，本研究推論此原因來自消費者對於消費者賦權之概念仍屬陌生、消費者賦權因素多元、賦權推廣對象不同等。因此，企業在推廣消費者賦權活動的同時也需教育消費者，可附加額外的促銷活動及宣傳，也可針對具有領先使用者特性之消費者族群，進而有效連結消費者賦權活動及促發消費者購買動機。

The main objectives of this study is to integrate the characteristics of consumer empowerment, and explore the relationship between these characteristics and consumer purchase intentions. Besides, this study also explore the mediator effect of consumer’s trust and enjoyment and the moderator effect of the lead-user characteristics of consumer in this empowerment process. According to the results of this study, the characteristics of consumer empowerment have a positive effect on consumer purchase intentions.

摘要 I
Extended Abstract II
致謝 V
圖目錄 VIII
表目錄 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 3
第三節 研究問題 3
第四節 研究流程 4
第二章 文獻探討 5
第一節 消費者賦權(consumer empowerment) 5
第二節 對企業信任感(trust) 12
第三節 享受感(enjoyment) 13
第四節 消費者具有領先使用者特性(lead-user characteristics) 13
第五節 消費者購買意願(purchase intention) 14
第六節 小結 15
第三章 研究方法 16
第一節 研究架構 16
第二節 研究假設 17
第三節 研究變數之操作型定義與衡量題項 20
第四節 研究對象及方法 26
第四章 研究結果與分析 28
第一節 樣本結構 28
第二節 描述性統計 30
第三節 因素分析與信度檢定 35
第四節 Pearson相關分析 43
第五節 迴歸分析 45
第六節 小節 50
第五章 結論與建議 51
第一節 結論 51
第二節 管理意涵 54
第三節 研究限制與未來建議 56
參考文獻 58
附錄一 正式問卷 63

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