臺灣博碩士論文加值系統

Nowadays, customers are not passive customers anymore. They have been actively engaged in virtual communities, such as exchanging information, suggesting others about products, brands, services or any information. They even active in commenting on products, brands, or services. This will guide firms and other customers to new variety ideas of products, brands, and services, which is also suitable with customers' needs. It is interpreted that there is transformation shift for customers' role. They have turned to“Proactive Consumer". They become value co-partner for firms and others in the entire service-value chain. As a consequence, many brands or firms try to fortify their relationship with customers by investing more in online brand community.

Nowadays, customers are not passive customers anymore. They have been actively engaged in virtual communities, such as exchanging information, suggesting others about products, brands, services or any information. They even active in commenting on products, brands, or services. This will guide firms and other customers to new variety ideas of products, brands, and services, which is also suitable with customers' needs. It is interpreted that there is transformation shift for customers' role. They have turned to“Proactive Consumer". They become value co-partner for firms and others in the entire service-value chain. As a consequence, many brands or firms try to fortify their relationship with customers by investing more in online brand community.

Acknowledgement
Abstract
Table of Contents
Content of Figures
Content of Tables
Chapter 1 Introduction
Chapter 2 Literature Review
Chapter 3 Methodology
Chapter 4 Data Analysis
Chapter 5 Conclusion and Suggestion
References
Appendix

Yi, Y. and Gong, T. (2013), “Customer value co-creation behavior: Scale development and validation,” Journal of Business Research, Vol. 66, No. 9, pp. 1279-1284.

Xie, C., Bagozzi, R. P. and Troye, S. V. (2008), “Trying to prosume: Toward a theory of consumers as co-creators of value,” Journal of the Academy of Marketing Science, Vol. 36, No. 1, pp. 109-122.

Voss, K. E., Spangenberg, E. R. and Grohmann, B. (2003), “Measuring the hedonic and utilitarian dimensions of consumer attitude,” Journal of Marketing Research, Vol. 40, No. 3, pp. 310-320.