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研究生:唐瑜聲
研究生(外文):Yu-Sheng Tang
論文名稱:虛擬社群中產品消費共創行為之研究:以MAO觀點探討之
論文名稱(外文):Product Consumption Co-creation Behavior in Virtual Community: An MAO Framework
指導教授:廖淑伶廖淑伶引用關係
指導教授(外文):Shu-Limg Liao
學位類別:碩士
校院名稱:元智大學
系所名稱:國際企業學程
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2011
畢業學年度:99
語文別:英文
論文頁數:130
中文關鍵詞:產品消費虛擬社群共創行為
外文關鍵詞:Product ConsumptionVirtual CommunityCo-creation
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隨著網際網路的發展,帶動虛擬社群的興起;搜尋資訊與分享經驗,被視為虛擬社群中主要的行為活動。透過網友間的互動,共同創造並累積大量與產品相關的知識、個人消費經驗等,這些都是虛擬社群重要的資產且得以維持永續發展的關鍵。過去對於虛擬社群參與共創行為的研究,鮮少有系統化地歸納可能影響的前置變數,亦少有學者將共創行為以量化的方式探討,有鑒於共創行為在虛擬社群中日趨重要,本研究依據文獻回顧與實際觀察虛擬社群之結果,以MAO模型來建構一完整研究架構,歸納與探討消費者參與共創行為的前置因素,透過中介變數的增強,進而影響參與共創行為的意願。
正式問卷以網路問卷方式進行發放,有效之樣本為422份,有效樣本回收率為40.58%。樣本資料以結構方程式進行研究分析,結果顯示:個人強烈的動機與產品專業知識能力的影響遠大於虛擬社群所提供的機會,此外,個人的動機與能力絕大部分都需經由中介變數的增強,才能增加消費者參與共創的意願。因此,未來公司如欲透過虛擬社群營造共創環境與鼓勵共創行為,必須提供實際且看得到的利益,亦可與品牌或產品廠商合作,提供最新的資訊,來提升消費者參與共創行為的意願。


With the development of Internet, the communication network is enhanced and thus the virtual community arises. Information seeking and experience sharing are considered as the primary behavior of participating in virtual community. Members’ interaction enhances co-creation and knowledge accumulation is thought as key determinants which sustains virtual communities. Due to the previous research, there were few studies in summarizing antecedents systematically and measuring co-creation behavior. Thus, we proposed a conceptual framework and adopted MAO model to summarize antecedents. The mediators, community tie strength and product involvement, have impact on co-creation behavior.
Formal questionnaire was distributed through the Internet. The number of valid sample was 422 and the valid response rate was 40.58%. We adopted Structural Equation Modeling for the further analysis. The results show that individuals’ strong motivation of co-creation and ability of professional product-related background have a greater influence than the opportunity providing from the platform. Besides, individuals’ motivation and ability have indirect impact on co-creation behavior. Therefore, community providers should offer concrete benefits such as personal integrative benefits and social integrative benefits and cooperate with product or brand company to provide the latest information and to recruit members to co-create.


Title Page i
Letter of Approval ii
Letter of Authority iii
Abstract in Chinese iv
Abstract in English v
Acknowledgement vi
Table of Contents vii
List of Tables ix
List of Figures xi

Chapter 1 INTRODUCTION 1
1.1. Research Background 1
1.2. Research Motivation 3
1.3. Research Questions 6
1.4. Research Objectives 7
Chapter 2 LITERATURE REVIEW 8
2.1. Virtual Community 8
2.2. Consumption Experience 14
2.3. Co-creation 17
2.4. Community Tie Strength 23
2.5. Product Involvement 24
2.6. Motivation, Ability, Opportunity (MAO model) 25
2.6.1 Motivation Factor 27
2.6.2. Ability Factor 33
2.6.3. Opportunity Factor 34
Chapter 3 RESEARCH METHOD 36
3.1. Research Framework 36
3.2. Research Hypotheses 39
3.3. Operational Definitions and Measurement of Variables 41
3.4. Pilot Study 49
3.5. Data Collection 51
3.6. Methods of Data Analysis 52
Chapter 4 RESULTS 55
4.1. Descriptive Statistic Analysis 55
4.2. Exploratory Factor Analysis 64
4.3. Confirmatory Factor Analysis 74
4.4. Structural Equation Modeling (SEM) 83
4.5. Examining Direct and Indirect Effects 83
4.6. Hypotheses Testing Results 89
Chapter 5 CONCLUSIONS 93
5.1. General Conclusions and Discussion 93
5.1.1. General Conclusions 93
5.1.2. The Antecedents of Product Consumption Co-creation Behavior 96
5.2. Contribution and Implications 102
5.2.1. Research Contribution 102
5.2.2. Research Implications 103
5.3. Limitations and Future Research 105
REFERENCE 107
Chinese References 107
English References 108
APPENDIX I 118
APPENDIX II 129




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