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研究生:張巧樺
研究生(外文):Chiao-hua Chang
論文名稱:工具支援、技術需求與產品接受者對消費者參與共同創造活動意願之影響
論文名稱(外文):The Effects of Tool Support, Skill Requirement and Intended Recipients on Co-creation Participation
指導教授:趙琪趙琪引用關係
指導教授(外文):Chyi Jaw
口試委員:趙琪王又鵬蕭至惠
口試委員(外文):Chyi JawYou-Pen WangZhi-Hui Xiao
口試日期:2014-06-11
學位類別:碩士
校院名稱:國立雲林科技大學
系所名稱:企業管理系
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:2014
畢業學年度:102
語文別:中文
論文頁數:102
中文關鍵詞:共同創造工具支援技術支援產品接受者
外文關鍵詞:co-creationtool supportskill requirementintended recipients
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中文摘要
過去企業通常以產品導向的觀點以及公司導向的觀點來創造價值,消費者大多屬於被動採用與接受產品的一方,價值創造的來源多來自於企業設計師的發想或是內部人員的研發。Prahalad & Ramaswamy (2004)提出價值的意義與價值創造的流程已經迅速從產品中心和以公司為中心的觀點變成個人化的顧客經驗,公司與顧客間的互動已經成為價值創造和價值的來源。

經過相關文獻探討之後,本研究在過創過程中發展出2個模型,以參與共同創造活動為基礎,探討共創工具支援與共創技術需求如何影響消費者賦能知覺以及消費者體驗知覺,最終影響到未來參與共創意願,形成本研究之架構。本研究以往站實驗法進行實驗,採用組間因子設計,利用迴歸分析、結構方程式及變異數分析等方法驗證假說。

研究發現,共創工具支援與共創技術需求對參與共創意願有直接影響,當加入消費者賦能知覺做為中介變項時,消費者賦能知覺會完全中介於共創工具支援與共創技術需求對參與共創意願。有工具支援會提升消費者賦能知覺,而共創技術需求越高,消費者可能因為自身能力不足而導致消費者賦能知覺降低,最後影響到未來共創意願,最後加入產品接受者作為干擾變項,進一步探討當產品接收者是自己或他人時,對最終的消費者未來參與共創活動意願之影響。

ABSTRACT
In the past, the companys often use the product-centric and firm-centric perspectives to create the value or product for consumers. The consumers act a passive role to receive or purchase the products. With the advance of science and technology, consumers can easily catch massive information from the internet. Consequently, the role of the consumer changed rapidly from passive role to active role. The firms try to share their power to create the new product with consumers, called “co-creation.” The new trend of value creation is very popular among the brand name company (e.g. Lego, Nike and Prada). Consumer becomes the new source of value creation.

The purpose of this paper is to explore the effect of the tool support and skill requirement on the future participation intention during the co-creation process. We use consumer empowerment as a mediator among the relationship. Also, this study added intended recipient as the moderator to explore what kind of co-creation product recipient decrease the consumer perceived experience.

The result shows that when people engaged in the co-creation activities with the support of the toolkit and the level of the needed skill can affect consumers’ future participating intention directly; the other findings support that the relationship of comsumer empowerment as a mediator between tool support, skill requirement and the future participating intention.

目錄
中文摘要 i
ABSTRACT ii
目錄 iii
表目錄 iv
圖目錄 v
1.緒論 1
1.1. 研究背景與動機 1
1.2. 研究目的 2
1.3. 研究安排 3
2. 文獻探討與研究假設 4
2.1. 共同創造 5
2.2. 公司輔助資源與消費者賦能需求 6
2.2.1. 技術需求性與消費者賦能知覺 7
2.2.2. 消費者賦能知覺的中介效果 8
2.3. 共創工具支援對於消費者共創體驗知覺的效果 9
2.3.1. 共創技術需求對於消費者共創體驗 10
2.3.2. 消費者共創體驗知覺的中介效果 12
2.4. 產品接受者的調節效果 13
2.5. 研究架構 14
3. 研究一 16
3.1. 前測 16
3.1.1. 共同創造產品客體選擇 16
3.1.2. 前測問卷設計 17
3.1.3. 前測施測過程 17
3.1.4. 前測結果 17
3.2.【研究一】 20
3.2.1. 問卷設計 20
3.2.2. 實驗網頁設計 22
3.2.3. 樣本選擇 22
3.2.4. 實驗流程 22
3.3. 分析結果 22
3.3.1. 信度分析 22
3.3.2. 效度分析 23
3.3.3. 描述性統計 26
3.3.4. 操弄性檢定 26
3.3.5. 線性結構關係模式 27
3.3.6. 迴歸分析 29
3.4. 小結 32
4. 研究二 33
4.1. 前測 33
4.1.1. 共同創造產品客體選擇 33
4.1.2. 前測問卷設計 34
4.1.3. 前測施測過程 34
4.1.4. 前測結果 34
4.2. 【研究二】 34
4.2.1. 問卷設計 37
4.2.2. 實驗網頁設計 37
4.2.3. 樣本選擇 39
4.2.4. 實驗流程 39
4.3. 分析結果 39
4.3.1. 信度分析 40
4.3.2. 效度分析 40
4.3.3. 描述性統計 43
4.3.4. 操弄性檢定 43
4.3.5. 相關分析 44
4.3.6. 線性結構關係模式 44
4.3.7. 迴歸分析 46
4.4. 小結 55
5. 結論與建議 57
5.1. 研究結論 57
5.2. 學術貢獻與實務意涵 59
5.2.1. 學術貢獻 59
5.2.2. 實務意涵 59
5.3. 研究限制與後續研究建議 60
參考文獻 61

附錄 64
附錄一:【研究一】前測問卷 64
附錄二:【研究一】實驗網站 69
附錄三:【研究一】正式問卷 75
附錄四:【研究二】前測問卷 77
附錄五:【研究二】實驗網站 81
附錄六:【研究二】正式問卷 93


































表目錄
表3-1前測衡量題項 16
表3-2各共創產品共創意願之平均數 18
表3-3各共創產品技術需求之平均數 19
表3-4【研究一】實驗單位 20
表3-5【研究一】衡量量表 21
表3-6【研究一】個變數信度檢測結果 23
表3-7【研究一】KMO與Bartlett求刑檢定 24
表3-8【研究一】主成分分析與信效度分析 25
表3-9【研究一】樣本特徵結構分析 26
表3-10工具支援操弄性檢定 27
表3-11技術需求操弄性檢定 27
表3-12整體配適度指標檢定 28
表3-13共創意願及消費者賦能知覺迴歸分析表 30
表3-14【研究一】實證結果 32
表4-1 前測衡量題項 34
表4-2 各共創產品贈予他人之意願平均數 35
表4-3 各共創產品來自用之意願平均數 36
表4-4【研究二】實驗單位 37
表4-5【研究二】衡量量表 38
表4-6【研究二】各變數信度檢測結果 40
表4-7【研究二】KMO與Bartlett求刑檢定 41
表4-8【研究二】主成分分析與信效度分析 42
表4-9【研究二】樣本特徵結構分析 43
表4-10工具支援操弄性檢定 44
表4-11技術需求操弄性檢定 44
表4-12 Pearson相關性分析矩陣 44
表4-13整體配適度指標檢定 46
表4-14中介與調節之迴歸分析表 47
表4-15【研究二】實證結果 56
表5-1 【研究一、二】實證結果 58





圖目錄
圖 2-1 研究一架構圖 15
圖 2-2 研究二架構圖 15
圖 3-1 本研究LISREL整體模式路徑估計值 28
圖 4-1本研究LISREL整體模式路徑估計值 45
圖 4-2 產品接受者為自己時,「共創工具支援」與「共創技術需求」對於消費者共創體驗知覺中的努力知覺之影響 50
圖 4-3 產品接受者為他人時,「共創工具支援」與「共創技術需求」對於消費者共創體驗知覺中的努力知覺之影響 51
圖 4-4 產品接受者為自己時,「共創工具支援」與「共創技術需求」對於消費者共創體驗知覺中的焦慮知覺之影響 52
圖 4-5 產品接受者為自己時,「共創工具支援」與「共創技術需求」對於消費者共創體驗知覺中的焦慮知覺之影響 52
圖 4-6 產品接受者為自己時,「共創工具支援」與「共創技術需求」對於消費者共創體驗知覺中的愉悅知覺之影響 53
圖4-7 產品接受者為他人時,「共創工具支援」與「共創技術需求」對於消費者共創體驗知覺中的愉悅知覺之影響 54

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