臺灣博碩士論文加值系統

在全球競爭和創新不斷提高的環境下，企業被迫尋找新的方式來保持競爭力，而共同創造就是個可靠的競爭來源。但對大多數的公司仍然是個挑戰，在於如何讓顧客願意公開分享想法和知識，成為許多企業想探討的問題；然而社交媒體提供了許多機會，讓顧客可以透過社交媒體進行共同創造，而以個人共同創造體驗性來探討，是過去較少再探討的部分。因此本研究利用S-O-R理論作為基礎架構，開發了一個模型來推論，環境刺激如何去影響顧客共同創造的體驗性，進而影響他們的進一步的興趣和口碑。
本研究利用問卷調查法，問卷內容包含了三個部份，環境的刺激、共同創造的體驗性和行為意圖。利用網路上的平台發放問卷，填答者必須要有共同創造經驗才可以繼續作答，共發出316份問卷，而有效問卷為264份，回收率為83%，使用SPSS軟體來進行敘述統計的部分，使用統計軟體SmartPLS來進行結構模型統計分析。
研究結果發現，共同創造體驗性中的可用性、社交性、享樂性顯著影響進一步的興趣，而務實性、社交性、享樂性顯著影響口碑，在環境刺激的部分，公司對共同創造的支持度、品牌性格、知覺有用性顯著影響顧客共同創造時的四種體驗性，而社群意識、控制感只有影響部分的體驗性。
基於研究結果發現，本研究建議讓顧客參與企業共同創造的環境刺激，企業可以增加公司、網友和人機互動方面的刺激，可以讓顧客參與共同創造得到更多的體驗性，而在體驗性的部分，企業可以增加共同創造活動的體驗性，進而影響進一步的興趣和口碑。

With the increasing global competition and innovation, companies must find a way to stay competitive. How to make customers share their ideas and knowledge willingly is a problem and a challenge to many companies. Social media offers many opportunity for customers to co-creation, but the experience of individual co-creation is kind of less in the past. Individual co-creation experience is another less explored part of the past. Therefore, this study use S-O-R theory to understand how the environmental stimuli cause co-creation experience on customers, and in turn their further intention and word of mouth.

This study use online questionnaires, the questionnaires included three dimensions, the first is environmental stimuli, the second is co-creation experience and the third is behavioral intentions. By using online website to distribute questionnaires, respondents who did not have co-creation experience were excluded. A total number of 316 questionnaires were issued, with 264 valid questionnaires. The effective response rate was 83%. The sample demographics is analyzed using SPSS statistical software. And SmartPLS is adopted as a structural model of statistical analysis tools.

The results show that co-creation experience of usability, sociability and hedonic significantly influence future intentions. Co-creation experience of pragmatic, sociability and enjoyment significantly influence word of mouth. In the environmental stimuli company support on co-creation, brand personality and perceived usefulness significantly influence four of customer co-creation experience. Sense of community and control only influence part of the co-creation experience.

Based on these evidences, this study suggests that to make customer participate in co-creation, company can increase stimulation on the company, users and human-computer interaction. Moreover, it can also let customer acquire more experience. In the result of customer experience, companies can increase the co-creation experience of creative activities, further affecting the further intentions and word-of-mouth.

摘要 iii
Abstract v
誌謝 vii
目錄 viii
表目錄 x
圖目錄 xi
一、緒論 1
1.1研究背景和動機 1
1.2研究目的 3
1.3研究流程 4
二.文獻探討 5
2.1、S-O-R理論 6
2.2、共同創造 8
2.3、共同創造體驗性 9
2.3.1、務實性的體驗 10
2.3.2、社交性的體驗 10
2.3.3、可用性的體驗 11
2.3.4、享樂性的體驗 11
2.4、以人機互動方面作為刺激 12
2.4.1、易用性與知覺有用性 12
2.4.2、控制感 13
2.5、以公司方面作為刺激 13
2.5.1、品牌性格 13
2.5.2、公司對共同創造的支持度 14
2.6、以網友方面作為刺激 15
2.6.1、社群意識 15
2.7、行為意圖 15
三、研究方法 16
3.1研究架構 16
3.2研究推論與假說 18
3.3研究變數定義與操作化 25
3.4問卷前測 35
3.5資料收集與篩選 36
3.6資料分析方法與樣本工具 36
四、資料分析 37
4.1樣本基本資料分析 37
4.2信度檢測 40
4.3效度檢測 42
4.3.1內容效度與表面效度 42
4.3.2因素分析 42
4.3.3、區別效度 46
4.4研究假說之檢定 47
4.4.1受測樣本之路徑分析 48
4.5交叉分析 54
4.5.1、品牌以星巴克作為探討 54
4.5.2、品牌以樂高作為探討 57
4.5.3、品牌以小米作為探討 61
4.5.4、星巴克、小米和樂高的結果差異 65
五 結論與建議 66
5.1 研究結果與討論 67
5.2管理意涵 68
5.3學術貢獻 70
5.4研究限制 70
5.5未來方向 71
參考文獻 71
附錄一、中文問卷 77
附錄二、英文問卷 87

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