( 您好!臺灣時間:2022/05/21 08:14
字體大小: 字級放大   字級縮小   預設字形  
回查詢結果 :::


研究生(外文):Yu-Sheng Tang
論文名稱(外文):Product Consumption Co-creation Behavior in Virtual Community: An MAO Framework
指導教授(外文):Shu-Limg Liao
外文關鍵詞:Product ConsumptionVirtual CommunityCo-creation
  • 被引用被引用:1
  • 點閱點閱:285
  • 評分評分:
  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:1

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

1.1. Research Background 1
1.2. Research Motivation 3
1.3. Research Questions 6
1.4. Research Objectives 7
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
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
Chinese References 107
English References 108

Abbott, L. (1955). Quality and competition. New York: ColumbiaUniversity Press.
Addis, M., & Holbrook, M. B. (2001). On the conceptual link between mass customization and experiential consumption: An explosion of subjectivity. Journal of Consumer Behaviour, 1(1), 50.
Alba, J. W., & Hutchinson, J. W. (1987). Dimensions of consumer expertise. The Journal of Consumer Research, 13(4), 411-454.
Algesheimer, R., Dholakia, U. M., & Herrmann, A. (2005). The social influence of brand Community evidence from european car clubs. Journal of Marketing, 69(3), 19-34.
Bagozzi, R. P., & Dholakia, U. M. (1988). On the evaluation of structural equation models. Journal of Academy of Marketing Science, 16(1), 74-94.
Bagozzi, R. P., & Dholakia, U. M. (2002). Intentional social action in virtual communities. Journal of Interactive Marketing, 16(2), 2-21.
Blanchard, A. L. (2007). Developing a sense of virtual community measure. CyberPsychology & Behavior, 10(6), 827-830.
Blanchard, A. L., & Markus, M. L. (2004). The experienced "snese" of a virtual community: characteristics and processed. The Data Base for Advances in Information Systems, 35, 65-79.
Bock, G. W., Zmud, R. W., Kim, Y. G., & Lee, J. N. (2005). Behavioral intention formation in knowledge sharing: examining the roles of extrinsic motivatiors, social-psychological forces, and organizational climate. MIS Quarterly, 29(1), 87-111.
Brown, J. J., & Reingen, P. H. (1987). Social ties and word-of-mouth referral behavior. Journal of Consumer Research, 14, 350-362.
Burgoon, J. K., Bonito, J., Bengston, B., Ludenberg, M., & Allspach, L. (2000). Testing the interactivity model: communication processes, partner assessment, and the quality of collaborative work. Journal of Management Information Systems, 16(3), 33-56.
Celsi, R. L., & Olson, J. C. (1988). The role of involvement in attention and comprehension processes. The Journal of Consumer Research, 15(2), 210-224.
Chang, A.-M., Kannan, P. K., & Whinston, A. B. (1999). Electronic communities as intermediaries: the issues and economics. Proceeding of the 32nd Hawaii International Conference on System Sciences, 5, 1-10.
Chiu, C.-M., Hsu, M.-H., & Wang, E. T. G. (2006). Understanding knowledge sharing in virtual communities: An integration of social capital and social cognitive theories. Decision Support Systems, 42(3), 1872-1888.
Cox, D. S., & Cox, A. D. (1988). What does familiarity breed? complexity as a moderator of repetition effects in advertisement evaluation. The Journal of Consumer Research, 15(1), 111-116.
Cronbach, L.J. (1951). Coefficient alpha and the internal structure of tests. Psychometrika, 16(3), 297-334.
Csikszentmihalyi, M. (1996). Creativity: flow and the psychology of discovery and invention. New York: NY: HarperCollins.
Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13(3), 319-340.
Deci, E. L., & Ryan, R. M. (1985). Intrinsic motivation and self-determination in human behavior Springer.
Dholakia, U. M., Bagozzi, R. P., & Pearo, L. K. (2004). A social influence model of consumer participation in network- and small-group-based virtual communities. International Journal of Research in Marketing, 21(3), 241-263.
Ernst, Holger, Wayne, D., Hoyer, Krafft, M., & Soll, J.-H. (2010). Consumer idea generation. working paper.
Etgar, M. (2008). A descriptive model of the consumer co-production process. Journal of the Academy of Marketing Science, 36(1), 97-108.
Etzioni, A., & Etzioni, O. (1999). Face-to-face and computer-mediated communities, a comparative analysis. Information Society, 15(4), 241-248.
Füller, J. (2010 ). Refining virtual co-creation from a consumer perspective. California management review, 52(2), 98-122.
Fahey, R., Vasconcelos, A. C., & Ellis, D. (2007). The impact of rewards within communities of practice: a study of the SAP online global community. Knowledge Management Research and Practice, 5(3), 186-198.
Fischer, E., Bristor, J., & Gainer, B. (1996). Creating or escaping community? an exploratory study of internet consumers'' behavior. Advances in Consumer Research 23, 178-182.
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50.
Franke, N., & Shah, S. (2003). How communities support innovative activities: an exploration of assistance and sharing among end-users. Research Policy, 32(1), 157-178.
Garman, A. N., Davis-Lenane, D., & Corrigan, P. W. (2003). Factor structure of the transformational leadership model in human service teams. Journal of Organizational Behavior, 24(6), 803-812.
Giesler, M. (2006). Consumer gift systems. Journal of Consumer Research, 33(2), 283-290.
Goldenberg, J., Mazursky, D., & Solomon, S. (1999). Toward identifying the inventive templates of new products: a channeled ideation approach. Journal of Marketing Research, 36(2), 200-210.
Granovetter, M. S. (1973). The strength of weak ties. The American Journal of Sociology, 78(6), 1360-1380.
Hagel, J. I., & Armstrong, A. G. (1997). Net gain: expanding markets through virtual communities MA: Harvard Business School Press.
Hair, J. F., Anderson, R. E., Tatham, R. L., & Black, W. C. (1998). Multivariate data analysis with readings (5th ed.). MA: Prentice Hall.
Hallahan, K. (2000). Enhancing motivation, ability, and opportunity to process public relations messages. Public Relations Review 26(4), 463-480.
Harhoff, D., Henkel, J., & von Hippel, E. (2003). Profiting from voluntary information spillovers: how users benefit by freely revealing their innovations. Research Policy, 32(10), 1753-1769.
Harrison, T., Waite, K., & Hunter, G. L. (2006). The internet, information and empowerment. European Journal of Marketing, 40(9-10), 972-993.
Hertel, G., Niedner, S., & Herrmann, S. (2003). Motivation of software developers in open source projects: an internet-based survey of contributors to the Linux kernel. Research Policy, 32(7), 1159-1177.
Himel, L., & Munck, P. (2000). Brave new branding- extending mass-media brand online requires seamless integration. Digital Marketing (November 20).
Hirschman, E. C., & Holbrook, M. B. (1982). Hedonic consumption: emerging concepts, methods and propositions. The Journal of Marketing, 46(3), 92-101.
Hoffman, D. L., & Novak, T. P. (1996). Marketing in hypermedia computer-mediated environments: conceptual foundations. The Journal of Marketing, 60(3), 50-68.
Holbrook, M. B. (2000). The millennial consumer in the texts of our times: experience and entertainment. Journal of Macromarketing, 20(2), 178.
Holbrook, M. B., & Hirschman, E. C. (1982). The experiential aspects of consumption: consumer fantasies, feelings, and fun. The Journal of Consumer Research, 9(2), 132-140.
Houghton, S. M., Smith, A. D., & Hood, J. N. (2009). The influence of social capital on strategic choice: An examination of the effects of external and internal network relationships on strategic complexity. Journal of Business Research, 62(12), 1255-1261.
Houston, M. J., & Rothschild, M. L. (1978). Conceptual and methodological perspectives on involvement Research frontiers in marketing: Dialogues and directions (pp. 184-187). Chicago: American Marketing Association.
Hoyer, W. D., Chandy, R., Dorotic, M., Krafft, M., & Singh, S. S. (2010). Consumer cocreation in new product development. Journal of Service Research, 13(3), 283-296.
Jarvenpaa, S. L., & Staples, D. S. (2000). The use of collaborative electronic media for information sharing: an exploratory study of determinants. The Journal of Strategic Information Systems, 9(2-3), 129-154.
Jeppesen, L. B., & Molin, M. (2003). Consumers as co-developers: learning and innovation outside the firm. Technology Analysis & Strategic Management, 15(3), 363-383.
Jepsen, A. L. (2007). Factors affecting consumer use of the internet for information search. Journal of Interactive Marketing, 21(3), 21-34.
Jones, Q., & Rafaeli, S. (2000). Time to split virtually discourse architecture and community building as means to creating vibrant virtual metropolises. International Journal of Electronic Commerce and Business Media, 10(4), 214-223.
Katz, E., Blumler, J. G., & Gurevitch, M. (1974). Utilization of mass communication by the Individual. In: The Uses of Mass Communications: Current Perspectives on Gratifications Research: Beverly Hills.
Katz, E. (1959). Mass communication research and the study of popular culture: An editorial note on a possible future for this journal. Studies in Public Communication, 2, 1–6.
Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. The Journal of Marketing, 57(1), 1-22.
Kieras, D. (1978). Beyond pictures and words: Alternative information-processing models for imagery effect in verbal memory. Psychological Bulletin, 85(3), 532-554.
Kim, S. H., Yang, K. H., & Kim, J. K. (2009). Finding critical success factors for virtual community marketing. Service Business, 3(2), 149-171.
Klapper, J. T. (1963). Mass communication research: An old road resurveyed. Public Opinion Quarterly, 27, 515–527.
Kleinman, G., Palmon, D., & Lee, P. (2003). The effects of personal and group level factors on the outcomes of simulated auditor and client teams. Group Decision and Negotiation, 12(1), 57-84.
Koh, J., & Kim, Y.-G. (2003). Sense of virtual community: a conceptual framework and empirical validation. International Journal of Electronic Commerce, 8: 75.
Koh, J., & Kim, Y.-G. (2004). Knowledge sharing in virtual communities: an e-business perspective. Expert Systems with Applications, 26(2), 155-166.
Kollock, P., & Smith, M. A. (1996). Managing the virtual commons: cooperation and conflict in computer communities in computer-mediated communication: Linguistic social and cross cultural perspectives. Amsterdam, MA: John Benjamins.
Kozinets, R., Sherry, J. F. J., Storm, D., Duhachek, A., Nuttavuthisit, K., & Deberry-Spence, B. (2004). Ludic agency and retail spectacle. Journal of Consumer Research, 31(3), 658-672.
Kozinets, R. V. (1999). E-tribalized marketing?: the strategic implications of virtual communities of consumption. European Management Journal, 17(3), 252-264.
Kristensson, P., Matthing, J., & Johansson, N. (2008). Key strategies for the successful involvement of customers in the co-creation of new technology-based services. International Journal of Service Industry Management, 19(4), 474-491.
Lampel, J., & Bhalla, A. (2007). The role of status seeking in online communities: giving the gift of experience. Journal of Computer-Mediated Communication, 12(2), 434-455.
Lang, A., & Lanfear, P. (1990). The information processing of televised political advertising: using theory to maximize recall. Advances in Consumer Research, 17(1), 149-158.
Langerak, F., Verhoef, P. C., Verlegh, P. W. J., & Valck, K. d. (2003). The effect of members’ satisfaction with a virtual community on member participation. ERIM Report Series Reference ERS-2003-004-MKT.
Laroche, M., Kim, C., & Zhou, L. (1996). Brand familiarity and confidence as determinants of purchase intention: An empirical test in a multiple brand context. Journal of Business Research, 37(2), 115-120.
Laurent, G., & Kapferer, J.-N. (1985). Measuring consumer involvement profiles. Journal of Marketing Research, 22(1), 41-53.
Lave, J., & Wenger, E. (1991). Situated learning: legitimate peripheral participation. cambridge, UK: Cambridge University Press.
Lawler, E. J., & Yoon, J. (1996). Commitment in exchange relations: test of a theory of relational cohesion. American Sociological Review, 61, 89-108.
Lazarsfeld, P. F., Berelson, B., & Gaudet, H. (1944). The people''s choice. New York: Free Press.
Lee, F. S. L., Vogel, D., & Limayem, M. (2003). Virtual community informatics: a review and research agenda. Journal of Information Technology Theory and Application 5(1).
Lee, M. K. O., Cheung, C. M. K., Lim, K. H., & Sia, C. L. (2006). Understanding customer knowledge sharing in web-based discussion boards: an exploratory study. Internet Research, 16(3), 289-303.
MacInnis, D. J., Moorman, C., & Jaworski, B. J. (1991). Enhancing and measuring consumers'' motivation, opportunity, and ability to process brand information from Ads. The Journal of Marketing, 55(4), 32-53.
Mantel, Susan P., & Kardes, Frank R. (1999). The role of direction of comparison, attribute‐based processing, and attitude‐based processing in consumer preference. The Journal of Consumer Research, 25(4), 335-352.
Mathwick, C., Wiertz, C., & Ruyter, K. D. (2008). Social capital production in a virtual P3 community. Journal of Consumer Research, 34, 832-849
Matthing, J., Sandén, B., & Edvardsson, B. (2004). New service development: learning from and with customers. International Journal of Service Industry Management, 15(5), 479-498.
McAlexander, J. H., Schouten, J. W., & Koening, H. F. (2002). Building brand community. Journal of Marketing, 66, 38-54.
Meyers-Levy, J., & Peracchio, L. A. (1996). Moderators of the impact of self-reference on persuasion. The Journal of Consumer Research, 22(4), 408-423.
Muniz, A., & O''Guinn, T. (2001). Brand community. Journal of Consumer Research, 27(4), 412-432.
Nahapiet, J., & Ghoshal, S. (1998). Social capital, intellectual capital, and the organizational advantage. The Academy of Management Review, 23(2), 242-266.
Nambisan, S. (2002). Designing virtual customer environments for new product development: toward a theory. The Academy of Management Review, 27(3), 392-413.
Nambisan, S. (2009). Virtual customer environments: IT-enabled customer co-innovation and value co-creation. 109-127.
Nambisan, S., & Baron, R. A. (2007). Interactions in virtual customer environments: Implications for product support and customer relationship management. Journal of Interactive Marketing, 21(2), 42-62.
Nambisan, S., & Baron, R. A. (2009). Virtual customer environments testing a model of voluntary participation in value co-creation activities. The Journal of Product Innovation Management, 26(4), 388-406.
Nambisan, S., & Nambisan, P. (2008). How to profit from a better ''virtual customer environment''. MIT Sloan Management Review, 49(3), 53-61.
Norris, R. T. (1941). The Thoery of Consumer''s Demand. CT: Yale University Press.
Nunnally, Jum C. 1978 (second edition). Psychomtietric theory. New York: McGraw-Hill.
Pan, S. L., & Leidner, D. E. (2003). Bridging communities of practice with information technology in pursuit of global knowledge sharing. The Journal of Strategic Information Systems, 12(1), 71-88.
Parker, B. J., & Plank, R. (2000). A Uses and Gratifications Perspective on the Internet as a New Information Source. American Business Review, June, 43–49.
Payne, A. F., Storbacka, K., & Frow, P. (2007). Managing the co-creation of value. Journal of the Academy of Marketing Science, 36(1), 83-96.
Phillips, D. M., Olson, J. C., & Baumgartner, H. (1995). Consumption visions in consumer decision making. Advances in Consumer Research, 22, 280-284.
Pine, I. B. J., & Gilmore, J. H. (1998). Welcome to the experience economy. Harvard Business Review, 76(4), 97-105.
Pires, G. D., Stanton, J., & Rita, P. (2006). The Internet, consumer empowerment and marketing strategies. European Journal of Marketing, 40(9-10), 936-949.
Prahalad, C. K., & Ramaswamy, V. (2000). Co-opting customer competence. Harvard Business Review, 78(1), 79-87.
Prahalad, C. K., & Ramaswamy, V. (2002). The co-creation connection. Strategy and Business, 27(2nd Quarter), 50-61.
Prahalad, C. K., & Ramaswamy, V. (2003a). The future of competition: co-creating unique value with customers: Boston: Harvard Business School Press.
Prahalad, C. K., & Ramaswamy, V. (2003b). The new frontier of experience innovation. MIT Sloan Management Review, 44(4), 12-18.
Prahalad, C. K., & Ramaswamy, V. (2004). Co-creation experiences: The next practice in value creation. Journal of Interactive Marketing, 18(3), 5-14.
Prahalad, C. K., & Ramaswamy, V. (2004). The future of competition: co-creating unique value with customers: Boston: Harvard Business School Press.
Pratarelli, M. E., & Browne, B. L. (2002). Confirmatory factor analysis of internet use and addiction. Cyber Psychology & Behavior, 5(1), 53-64.
Preece, J., Nonnecke, B., & Andrews, D. (2004). The top five reasons for lurking: improving community experiences for everyone. Computers in Human Behavior, 20(2), 201-223.
Rafaeli, S., & Sudweeks, F. (1997). Networked interactivity. Journal of Computer Mediated Communication, 2(4).
Rajah, E., Marshall, R., & Nam, I. (2008). Relationship glue: customers and marketers co-creating a purchase experience. Advances in Consumer Research, 35, 367-373.
Ramírez, R. (1999). Value co-production: intellectual origins and implications for practice and research. Strategic Management Journal, 20(1), 49-65.
Rheingold, H. (1993). The virtual community: Homesteading on the electronic frontier. New York: HaperPerennial.
Ridings, C. M., Gefen, D., & Arinze, B. (2002). Some antecedents and effects of trust in virtual communities. The Journal of Strategic Information Systems, 11(3-4), 271-295.
Romm, C., Pliskin, N., & Clarke, R. (1997). Virtual communities and society: toward an integrative three phase model. International Journal of Information Management, 17(4), 261-270.
Rothaermel, F. T., & Sugiyama, S. (2001). Virtual internet communities and commercial success. Journal of Management, 27(3), 297-312.
Schau, H., & Gilly, M. (2003). We are what we post? Self‐presentation in personal web space. The Journal of Consumer Research, 30(3), 385-404.
Schmitt, B. H. (1999). Experiential marketing. New York: The Free Press.
Shankar, A., Cherrier, H., & Canniford, R. (2006). Consumer empowerment: a foucauldian interpretation. European Journal of Marketing, 40(9-10), 1013-1030.
Shumaker, S. A., & Brownell, A. (1984). Toward a theory of social support: Closing Conceptual Gaps. Journal of Social Issues, 40(4), 11-36.
Snowden, D. (1998). A framework for creating a sustainalbe programme, in: S, Rock (Ed.). Knowledge Management: A Real Business Guide, CBI/IBM, London.
Sproul, L., & Faraj, S. (1997). Atheism, sex and databases: the net as a social technology: In culture of the internet: Mahwah, NJ, MA: Lawrence Erlbaum Associates.
Stafford, T. F., Stafford, M.R., and Schkade, L.L. (2004). Determining uses and gratifications. Decision Sciences, 35(2), 259-288.
Taylor, S. and Todd, P. "Understanding Information Technology Usage: A Test of Competing Models," Information Systems Research (6:2), June 1995, pp. 144-176.
Tedjamulia, S. J. J., Dean, D. L., Olsen, D. R., & Albrecht, C. C. (2005, 03-06 Jan. 2005). Motivating content contributions to online communities: toward a more comprehensive theory. Paper presented at the System Sciences, 2005. HICSS ''05. Proceedings of the 38th Annual Hawaii International Conference on.
Vargo, S. L., & Lusch, R. F. (2004). Evolving to a new dominant logic for marketing. The Journal of Marketing, 68(1), 1-17.
Walker, B. A., & Olson, J. C. (1994). The activated self in consumer behavior: a cognitive structure perspective. working paper, The Pennsylvania State University, University Park, PA 16802.
Wang, Y., & Fesenmaier, D. R. (2004). Towards understanding members'' general participation in and active contribution to an online travel community. Tourism Management, 25(6), 709-722.
Warrington, P., & Shim, S. (2000). An empirical investigation of the relationship between product involvement and brand commitment. Psychology and Marketing, 17(9), 761-782.
Wasko, M. M., & Faraj, S. (2000). "It is what one does": why people participate and help others in electronic communities of practice. The Journal of Strategic Information Systems, 9(2-3), 155-173.
Wasko, M. M., & Faraj, S. (2005). Why should I share examining social capital and knowledge contribution in electronic networks of practice. MIS Quarterly, 29(1), 35-57.
Wellman, B. (2005). Community: from neighborhood to network. Communications of ACM, 48 (10), 53-55.
Wellman, B., & Wortley, S. (1990). Different strokes from different folks: community ties and social support. The American Journal of Sociology, 96(3), 558-588.
Williams, R. L., & Cothrell, J. (2000). Four smart ways to run online communities. Sloan Management Review, 81-91.
Wolf, M. J. (1999). The entertainment economy: How mega-media forces are transforming our lives: Random House, New York, N.Y.
Yadav, M. A., & Varadarajan, R. (2005). Interactivity in the electronic marketplace. Journal of the Academy of Marketing Science, 33(4), 585-603.
Zaichkowsky, J. L. (1985). Measuring the involvement construct. The Journal of Consumer Research, 12(3), 341-352.
Zaichkowsky, J. L. (1986). Conceptualizing Involvement. Journal of Advertising, 15(2), 4-34.
Zaichkowsky, J. L. (1994 ). Research notes the personal involvement inventory reduction, revision, and application to advertising. Journal of advertising, 23(4).
Zhu, G., Sangwan, S., & Lu, T.-J. (2010). A new theoretical framework of technology acceptance and empirical investigation on self-efficacy-based value adoption model. Nankai Business Review International, 1(4), 345-372.

第一頁 上一頁 下一頁 最後一頁 top