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研究生:鄭燕玄
研究生(外文):YAN-SYUAN JHENG
論文名稱:以心理所有權理論探討影響顧客加入共同創造之因素
論文名稱(外文):Understanding Why Customers Participate in Co-Creation Activities - Based on Psychological Ownership Theory
指導教授:傅振瑞傅振瑞引用關係
指導教授(外文):Fu, Jen-Ruei
口試委員:許瓊文陳小芬
口試委員(外文):Hsu, Chiung-WenChen, Hsiao-Fen
口試日期:2017-07-13
學位類別:碩士
校院名稱:國立高雄應用科技大學
系所名稱:資訊管理研究所碩士班
學門:電算機學門
學類:電算機一般學類
論文種類:學術論文
論文出版年:2017
畢業學年度:105
語文別:中文
論文頁數:63
中文關鍵詞:共同創造心理所有權顧客公民行為顧客參與行為
外文關鍵詞:co-creationPsychological OwnershipCustomer Citizenship BehaviorCustomer Participation Behavior
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現今的消費者與過去有所不同,消費者會願意自主性的參與整個活動的過程,透過參與產品與服務的過程,讓消費者也能成為服務或商品的共同創造者,這種超出一般顧客會做的行為,稱為共同創造。本研究探討顧客透過感知控制、感知熟悉、自我投資等因素影響顧客對手機品牌的心理所有權,是否願意自發性的做出超過原本顧客的共同創造行為。因此,本研究採用心理所有權理論作為基礎架構,來進行研究及推論。
本研究利用問卷調查法並利用網路平台發放問卷,總共回收550份問卷,有效問卷435份,回收率約為79%,再透過SPSS軟體來進行敘述統計,並使用統計軟體PLS進行結構模型統計分析。
研究結果顯示:(1)當顧客產生感知控制、感知熟悉與自我投資時皆會讓顧客對於品牌產生心理所有權,(2)當顧客對於品牌產生較高的心理所有權時能夠直接影響顧客產生與企業共同創造的意圖。
Nowadays customers not only a receiver but also autonomy to join the process of service activity. Through participate the process of creating product and service, the customer can become a purchaser and the product creator, that over the normal customer behavior called co-creation.
This study aims to understand through perceived control, perceived familiarity and self-investment to influence customer increase brand’s Psychological Ownership, and then the customer will do that co-creation behavior.
The study adopted a survey method. The questionnaires were distributed via the Internet. 550 people joined the survey, and finally, 435 valid questionnaires were gotten. The response rate is approximately 79%. The data were analyzed through descriptive statistics and structural equation modeling statistics. The main results are as follows:
1. Perceived control and Perceived familiarity and Self-investment will influence the feelings of Psychological Ownership of customers.
2. Customers will participate the co-creation behavior when they have the feelings of psychological ownership to the brand.
中文摘要
英文摘要
致謝
目錄
表目錄
圖目錄
ㄧ、緒論
1.1 研究背景與動機
1.2 研究目的
1.3 研究架構
目錄
二 、文獻探討
2.1 心理所有權(Psychological Ownership)
2.2 心理所有權的組成因素(Psychological Ownership)
2.2.1 自我效能(Self-efficacy)
2.2.2 歸屬感(Belongingness)
2.2.3 責任感(Accountability)
2.2.4 自我認同(Self-identity)
2.3 對 所有權的影響因素(Psychological Ownership)
2.3.1 感知控制(Perceived-control)
2.3.2 感知熟悉(Perceived-familiarity)
2.3.3 自我投資(Self-investment)
2.4 共同創造(co-creation)
2.5 顧客公民行為(Customer Citizenship behavior)
2.5.1 反饋(Feedback)
2.5.2 提倡(Advocacy)
2.5.3 幫助(Helping)
2.5.4 包容(Tolerance)
2.6 顧客參與行為(Customer Participation behavior)
2.6.1 資訊搜尋(Information seeking)
2.6.2 資訊分享(Information sharing)
2.6.3 責任行為(Responsible behavior)
三、研究方法
3.1 研究架構
3.2 研究推論與假說
3.2.1 感知控制、感知熟悉、自我投資對於心理所有權的影響
3.2.2 心理所有權對於共同創造的影響
3.2.3 控制變數
3.3 研究變數定義
3.3.1 感知控制
3.3.2 感知熟悉
3.3.3 自我投資
3.3.4 心理所有權
3.3.5 顧客公民行為
3.3.6 顧客參與行為
3.3.7 公司支持共同創造
3.3.8 品牌與自我一致性
3.3.9 企業聲譽
3.4 資料蒐集與篩選
3.5 資料分析方法與樣本工具
四、資料分析
4.1 樣本敘述統計分析
4.2 信度檢測
4.3 效度檢測
4.3.1 內容效度與表面效度
4.3.2 因素分析
4.3.3 區別效度
4.4 研究假說之檢定
4.4.1受測樣本 徑分析
五、結論與建議
5.1研究結果
5.2管理意涵
5.2.1 提升顧客產生共創意願
5.2.2 控制變數對共同創造之影響
5.3研究限制與建議
5.3.1 研究限制
5.3.2 未來建議
六、 參考文獻
附錄、中文問卷
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