臺灣博碩士論文加值系統

隨著服務業迅速的發展，越來越多的企業推陳出新發展新策略來吸引顧客，因此，本研究以共創體驗價值為主軸，對其前因與結果之變數作全面性的探討。近年來許多廠商在發展新產品及服務時，常會與顧客分享彼此想法意見而產生互動，所以才有了顧客與廠商共創行為的新領域出現。但國內對於共創價值的研究尚不充足，在實證性的相關研究方面之資料較少，所以本研究趁此趨勢針對可能影響共創體驗價值的因素作探討，主要分為前因面的組織因素、顧客因素、顧客與顧客互動、角色澄清、顧客參與及結果面的顧客滿意度。本研究以台灣地區的高級髮廊為情境，針對可能影響共創體驗價值的因素來進行實證性研究，並利用結構方程模式來檢驗研究架構中各構念間的關係。綜合本研究實驗結果如下：
一、在組織因素方面，顧客社會化、組織支持對顧客參與有顯著正向影響；顧客社會化、服務環境設計對角色澄清有顯著正向影響。
二、在顧客因素方面，涉入水準、顧客資源對角色澄清有顯著正向影響。
三、顧客與顧客互動對角色澄清有顯著正向影響。
四、在結果因素方面，角色澄清對共創體驗價值有顯著正向影響；顧客參與對實用價值及共創體驗價值皆有顯著正向影響；實用價值及共創體驗價值對顧客滿意度皆有顯著正向影響。

With the rapid development of service industry, more and more enterprises innovate new strategies to attract customers. Therefore, the study is based on co-creation experience value to examine generally the effects on its antecedents and outcomes variables. In recent years, when manufacturers develop new products and services, customers will share their opinions and ideas with manufacturers and interact with them closely, then create a new field of customer and firm co-creation behaviors. However, there is few research in Taiwan which in co-creation and less evidence of research data, so the study examine co-creation value and related factors. The study divided into antecedents of organizational factor, customer factor, customers and customer interactions, role clarification, customer participation and results of customer satisfaction. The study chooses luxury salon in Taiwan as scenarios, researchers empirically about possible factors in co-creation value and use structural equation modeling to verify and explain the relationship between each construct. After studying, we have following conclusions:(1) In parts of organizational factors, customer socialization, organizational support have apparent positive impact on customer participation; customer socialization, the design of service environment have apparent positive impact on role clarification.(2) In parts of customer factors, involvement level, customer resources have apparent positive impact on role clarification.(3) customer to customer interactions have apparent positive impact on role clarification.(4) In the consequences factors, role clarification have apparent positive impact on co-creation experience value; customer participation have apparent positive impact on practical value and co-creation value; practical value and co-creation value have apparent positive impact on customer satisfaction.

致謝 i
中文摘要 ii
Abstract iii
圖目錄 vii
表目錄 viii
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第三節 研究流程 4
第二章 文獻探討 5
第一節 顧客價值 5
第二節 顧客參與 16
第三節 組織因素 23
第四節 顧客因素 31
第五節 顧客與顧客互動 39
第六節 角色澄清 43
第七節 顧客滿意度 45
第三章 研究方法 47
第一節 研究架構 47
第二節 研究假設 48
第三節 研究變數之操作性定義與衡量 54
第四節 問卷設計 67
第五節 資料蒐集方法 68
第六節 資料分析方法 78
第四章 資料分析與發現 81
第一節 敘述性統計 81
第二節 共同方法變異 84
第三節 信度分析 88
第四節 效度分析 97
第五節 整體模式衡量分析 110
第五章 結論與建議 119
頁次
第一節 研究結論 119
第二節 管理意涵與研究貢獻 123
第三節 研究限制 125
第四節 後續研究建議 127
參考文獻 129
附錄 149

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