自2008年以來，國際油價飛漲和環保意識都推自行車是一種綠色的交通工具，以減少溫室氣體排放作為一個顯著的全球趨勢。此外，在流行的社會思潮，為注重健康，騎自行車已被廣泛接受為一種健康的運動。因此，台灣的自行車產業已經進入了另一個高峰。重要的是台灣自行車產業與客戶價值共創以維持“自行車王國”的美譽。

在網路的時代，外加上服務主導邏輯，虛擬客戶環境可大幅利用，以促進客戶的積極參與的價值共同創造活動。經過廣泛的文獻回顧，本研究提出的研究模型為調查客戶的參與和價值共同創造行為的反复性和動態性。

基於多準則決策（MCDM）工具，如DEMATEL為基礎的ANP（DANP）的應用，主要研究成果可望提供台灣自行車產業的有益的見解。

Since 2008, soaring international oil prices and environmental awareness have pushed bicycle to be a green transport vehicle to reduce greenhouse gas emissions as a significant global trend. Besides, under popular social trends for health conscious, bicycling has been widely accepted as a healthy exercise. Consequently, Taiwan''s bicycle industry has entered another peak. It’s important for Taiwan’s bicycle industry to co-create value with customers to maintain the reputation as “bicycle kingdom.”

In Internet age, plus the prevailing of service-dominant logic, virtual customer environments can be greatly leveraged to promote customers’ active engagement in the value co-creation activities. After extensive literature review, this study proposes a research model for investigating the iterative and dynamic nature of customer’s engagement and value co-creation behavior.

Based on the applications of multi-criteria decision making (MCDM) tools, such as DEMATEL-based ANP (DANP), major research findings can be expected to provide helpful insights on marketing of Taiwan’s bicycle industry.

Abstract i

Content ii

List of Tables v

List of Figures vi

1. Introduction 1

2. Literature review 4

2.1. Service-dominant logic and customer engagement 4

2.1.1. From goods- dominant logic to service-dominant logic 4

2.1.2. Customer engagement 5

2.1.3. Incorporating customer engagement with relationship marketing 6

2.2. Virtual customer environment 9

2.3. Tribal behavior 10

2.4. Perceived customer benefits in VCE: uses and gratifications framework 11

2.5. Customer participation behavior 12

2.5.1. Information seeking 13

2.5.2. Responsible behavior 13

2.5.3. Personal interaction 14

2.6. Customer citizenship behavior 14

2.6.1. Knowledge sharing 14

2.6.2. Advocacy 15

2.6.3. Helping 16

2.6.4. Continuance intention 17

3. Research design 18

3.1. Research framework 18

3.2. Definition of research constructs 19

3.2.1. Tribal behavior 19

3.2.2. Perceived benefits 20

3.2.3. Customer participation behavior 22

3.2.4. Customer citizenship behavior 23

3.3. Research methodology 24

3.3.1. Research tools and instruments 25

3.3.2. Research subjects and sampling 26

3.4. Building a DANP model for exploring the dynamics of customer value co-creation behavior 27

3.4. 1. Decision Making Trail and Evaluation Laboratory 27

3.4.2. Analytical Network Process 31

4. Applications of the proposed model 34

4.1. Representativeness of the surveyed experts 34

4.1.1. Background of surveyed experts 34

4.2.2. The Appropriateness of Sample Size 35

4.2. The application of DEMTEL to build an IRM 36

4.2.1. Generate the initial direct-relation matrix 36

4.3. The application of ANP to obtain influential weights of criteria 41

4.4. Results and discussions 44

5. Conclusion 46

5.1. Theoretical implications 46

5.2. Managerial implications 48

5.3. Limitations and suggestions for future research 50

Reference 51

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