臺灣博碩士論文加值系統

In line with the growing importance of value co-creation based on the service-dominant (S-D) logic, resources contributed by participants (consumers) in value co-creation contributes an interesting point of discussion as to how consumers can be influenced to show intention for taking part in the value co-creation process. Based on Regulatory Focus Theory (Higgins, 1997) and Self-Determination Theory (Deci ＆ Ryan, 2000), we investigated the association between self-efficacy and participation intention under the influence of regulatory focus and extrinsic reward. Due to the origin of regulatory from internal (oneself) and external sources (moments or situations), we also looked into the separate effects of chronic regulatory focus (mediator) and momentary regulatory focus (moderator) on the relationship of self-efficacy with participation intention. Applying the experimental design approach with a set of sample from Taiwanese students in two Taiwanese universities, our findings were twofold. First, individuals with high self-efficacy were found to be more likely to have high participation intention through having chronic promotion focus. Second, the combined effect of momentarily regulatory focus-framed advertisements and extrinsic reward moderates the relationship between self-efficacy and participation intention.

TABLE OF CONTENTS
ACKNOWLEDGEMENT........... I
ABSTRACT............ II
TABLE OF CONTENTS........... III
LIST OF TABLES............ VII
LIST OF FIGURES........... IX
CHAPTER ONE INTRODUCTION.......... 1
1.1 Research Motivation........... 1
1.2 Research Questions and Contribution......... 4
1.3 Research Structure.......... 7
CHAPTER TWO LITERATURE REVIEW......... 9
2.1 Value Co-creation........... 9
2.2 Service-Dominant Logic.......... 10
2.2.1 Model of Service Co-creation.......... 11
2.2.2 Resource Integration and Consumer Participation....... 13
2.3 Underlying Research Theories.......... 13
2.3.1 Regulatory Focus Theory (RFT)......... 13
2.3.2 Self-Determination Theory (SDT)......... 15
2.4 Hypothesis Development.......... 16
2.4.1 Self-Efficacy and Participation Intention. ........ 16
2.4.2 Self-Efficacy and Chronic Regulatory Focus........ 18
2.4.3 Self-Efficacy, Chronic Regulatory Focus and Participation Intention..... 20
2.4.4 Self-Efficacy, Momentary Regulatory Focus and Participation Intention..... 21
2.4.5 Self-Efficacy, Extrinsic Reward and Participation Intention..... 24
2.4.6. Self-Efficacy, Momentary Regulatory Focus, Extrinsic Reward and Participation Intention.. 27
CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY....... 29
3.1 Research Framework.......... 29
3.2 Hypotheses of the Research.......... 30
3.3 Experimental Method........... 32
3.3.1 Study 1........... 32
3.3.2 Study 2........... 33
3.3.2 Research Sampling........... 34
3.4 Scenario Development: Advertisement Design and Manipulation. ...... 34
3.4.1 Regulatory Focus Manipulation......... 35
3.4.2 Reward Type Manipulation.......... 36
3.4.3 Implementation and Execution.......... 36
3.5 Questionnaire Development: Manipulation Checks and Variables...... 36
3.5.1 Dependent Variable: Participation Intention....... 37
3.5.2 Manipulation Check Items.......... 37
3.5.3 Independent Variable: Self-Efficacy......... 39
3.5.4 Covariate: Involvement.......... 41
3.5.5 Mediator: Chronic Regulatory Focus........ 42
3.6 Data Analysis........... 43
3.6.1 Descriptive Statistical Analysis........ 43
3.6.2 Purification and Reliability Tests........ 43
CHAPTER FOUR RESEARCH RESULTS......... 44
4.1 Descriptive Statistics.......... 44
4.2 Reliability Test.......... 45
4.3 Testing and Analyzing Study 1......... 46
4.3.1 Method............ 46
4.3.2 Testing Hypothesis 1.......... 47
4.3.3 Testing Hypothesis 2.......... 48
4.3.4 Testing Hypothesis 3.......... 50
4.4 Testing and Analyzing Study 2......... 52
4.4.1 Method............ 52
4.4.2 Manipulation Check.......... 54
4.4.3 Testing Hypothesis 4.......... 57
4.3.4 Testing Hypothesis 5.......... 59
4.3.5 Testing Hypothesis 6.......... 61
CHAPTER FIVE CONCLUSION AND SUGGESTIONS......... 67
5.1 Academic Contributions.......... 67
5.1.1 Creative Self-Efficacy and Participation Intention in Value Co-Creation..... 67
5.1.2 Chronic Regulatory Focus and Momentary Regulatory Focus....... 68
5.2 Practical Implications.......... 70
5.2.1 Use of Promotion-Framed Messages in Marketing....... 70
5.2.2 Type of Reward That Can Motivate Individuals........ 71
5.3 Limitation and Suggestions for Future Research........ 72
5.4 Conclusion............ 73
REFERENCES............ 75
APPENDICES............ 83

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