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研究生:譚永宗
研究生(外文):YUNG-TSUNG TAN
論文名稱:網路群眾外包對共同創造價值塑造之探討
論文名稱(外文):A Study on Molding Co-creation Value for Crowdsourcing
指導教授:劉娜婷劉娜婷引用關係
指導教授(外文):作者未提供
學位類別:碩士
校院名稱:銘傳大學
系所名稱:企業管理學系碩士班
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:2012
畢業學年度:100
語文別:中文
論文頁數:97
中文關鍵詞:群眾外包共同創造服務主導邏輯
外文關鍵詞:Service-dominant LogicCrowdsourcingCo-creation
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隨著網際網路的發展,使得消費者更容易自行組成虛擬社群,建立起密切的關係。消費者角色的改變,從過去單純、被動的接受產品或服務,逐漸轉變為積極參與的共同創造者,公司的意義也變為由消費者所賦予。本研究主要透過探討群眾外包、共同創造等相關文獻中,建立起一個概念化架構,並且以服務主導邏輯為理論基礎來進行發展。
本研究有效問卷共回收 597 份,透過階層回歸統計分析樣本資料後,研究結果發現網路論壇中,網路瀏覽者的社會化與科技準備程度越高,對群眾價值越具有顯著之影響,群眾價值也對創造性消費具有顯著之影響。研究結果也顯示,群眾價值在共同創造前因與創造性消費之間扮演中介關係,最後本研究依據研究結果提出研究結論與理論、實務建議。
With the increasing development of a worldwide network, the consumers are more likely to create internet virtual communities and thereby share an inseparable relationship of the community. Consumers are no longer easy games compelled by accepting the products and service. They are more active to join the Co-creation, and re-define the meaning of company as time passes. This research paper is mainly focused on a survey of Crowdsourcing, Co-creation, and some related documents to further a conceptual framework and a survey based on the Service-dominant Logic.
597 sets of valid questionnaires were returned to make this paper. All data obtained are taken into account in the multiple regression analysis on the effect of customer socialization and technology readiness index. Conclusions of the survey indicate as follows: 1. The higher degree of customer Socialization and Technology Readiness Idex the online users have, the more significant influences will be proved true to Creative Consumption. 2. Crowds value is supposed to be a mediator between the cause of Co-creation and Creative Consumption. In view of the conclusion reached, I propose the conclusion and suggestion in regard to theory and practice.
目 錄
頁次
目錄 Ⅰ
圖目錄 IV
表目錄 Ⅴ
第一章 緒論 1
1.1 研究背景 1
1.2 研究動機 2
1.3 研究目的 3
1.4 研究步驟與流程 4
第二章 文獻探討 5
2.1 網路虛擬社群 5
2.1.1網路虛擬社群定義 5
2.1.2網路虛擬社群分類 6
2.2 網路虛擬群眾崛起 7
2.2.1服務主導邏輯 7
2.2.1.1服務主導邏輯發展 7
2.2.1.2服務主導邏輯延伸探討 10
2.2.2共同創造 11
2.2.2.1共同創造定義 11
2.2.2.2共同創造分類 12
2.2.3群眾外包 13
2.2.3.1群眾外包定義 14
2.2.3.2群眾外包分類 14
2.2.3.2共同創造與群眾外包之異同 16
2.3群眾價值 18
2.3.1群眾價值定義 18
2.3.2群眾價值分類 18
2.3.3形成群眾價值的前因 20
2.2.3.1社會 20
2.2.3.2科技 21
2.2.3.3心理 22
2.2.3.4經濟 22
2.3.4驅動群眾價值的結果:創造性消費 23
第三章 研究方法 27
3.1 研究架構 27
3.2 研究假設 27
3.2.1共同創造前因對共同創造價值之影響 27
3.2.1.1顧客社會化與群眾價值間的關係 28
3.2.1.2情感相似性與群眾價值間的關係 28
3.2.1.3科技準備度與群眾價值間的關係 29
3.2.1.4搜尋成本與群眾價值間的關係 29
3.2.2群眾價值和創造性消費間的影響 30
3.3 研究對象 30
3.4 研究變數之操作型定義與衡量方式 30
3.5 研究分析方法 35
3.5.1 敘述性統計分析 35
3.5.2 信度、效度分析 35
3.5.3 因素分析 35
3.5.4 相關分析 36
3.5.5 階層迴歸分析 36
第四章 資料分析與結果 37
4.1 敘述性統計分析 37
4.2 因素分析 43
4.2.1顧客社會化因素分析 44
4.2.2科技準備度因素分析 44
4.2.3情感相似性因素分析 45
4.2.4搜尋成本因素分析 46
4.2.5群眾價值因素分析 47
4.2.6創造性消費因素分析 47
4.2.7人格特質因素分析 48
4.2.8網站體驗因素分析 49
4.3 信度分析 50
4.4 相關分析 54
4.5 階層迴歸分析 56
第五章 結論與建議 58
5.1 研究結論 58
5.1.1驅動群眾價值的前因對群眾價值之影響 59
5.1.2群眾價值對創造性消費之影響 60
5.1.3群眾價值之中介效果 60
5.2 理論與實務意涵 60
5.2.1學術上研究貢獻 61
5.2.2實務上研究貢獻 62
5.3 研究限制與未來研究方向 63
5.3.1研究限制 63
5.3.2未來研究方向 64
參考文獻 65
附錄一 前測問卷 75
附錄二 問卷A 79
附錄三 問卷B 83
附錄四 論壇排名 87

圖 目 錄
圖1-1 研究流程圖 4
圖2-1 共同創造之類型 13
圖2-2 群眾外包之類型 15
圖3-1 研究架構圖 27


表 目 錄
表2-1 產品主導邏輯與服務主導邏輯比較 8
表2-2 服務主導邏輯演進比較整理 9
表2-3 共同創造與群眾外包之比較 17
表3-1 顧客社會化衡量之題項 31
表3-2 科技準備度衡量之題項 31
表3-3 情感相似性衡量之題項 32
表3-4 搜尋成本衡量之題項 32
表3-5 群眾價值衡量之題項 33
表3-6 創造性消費衡量之題項 33
表3-7 人格特質衡量之題項 34
表3-8 網站體驗衡量之題項 34
表4-1 受訪者基本資料表 39
表4-2 顧客社會化題項之因素分析 44
表4-3 科技準備度題項之因素分析 44
表4-4 正面情感相似性題項之因素分析 45
表4-5 負面情感相似性題項之因素分析 45
表4-6 搜尋成本題項之因素分析 46
表4-7 群眾價值題項之因素分析 47
表4-8 創造性消費題項之因素分析 47
表4-9 人格特質題項之因素分析 48
表4-10網站體驗題項之因素分析 49
表4-11問卷信度分析結果 50
表4-12各變數相關分析結果 55
表4-13階層迴歸分析 57
表5-1 研究假說結果統整 58
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