近年來，國內外的影視動漫及小說書籍作品文化深植民眾的生活，如趨勢潮流的韓國連續劇、精緻有品質的美國大片電影與紅遍兩岸三地的真人實境秀等，其中不可忽視的則是從日本盛行至台灣與全世界的動漫產業，不僅如此，從類原作型產品中衍伸出來的新潮流─「同人誌」的影響力絕對有很多值得探討的地方，這股風潮開始盛行後，有很多創作者將其應用在連續劇、電影角色等的身上，不僅捧紅同人誌，更是使原本享有高人氣的影視動漫及小說書籍作品、話題熱度持續上升，其中所產生的經濟效益更是難以預計。在此情況下，通常皆有特定討論戲劇的社群網路團體存在，也因此、創作者透過自行發表的文章，於社群中不斷產生討論熱度，此現象便替企業創無形中造出更多的產品價值。
本研究將探討同人誌創作者投入共創之動機、投入程度與創作內容等，分析這類群體是否會因投入共創之程度而進一步產生及增加對於品牌之依戀忠誠與再購意願，研究對象為台灣各地年齡層的網路社群同人誌創作者，採用問卷調查法進行相關資料蒐集。
研究結果指出，對同人創作者來說，即使初期作品創意的創新性程度還需提升，但若具備創作技巧，也會願意持續精創作相關技巧、持續投入共創行為，且較於創作自我認同感，獲得社群的認同感顯然更加重要，需要更多其他人的支持、肯定與認同，才能促使創作者願意更多創作行為的出現；而品牌依戀忠誠與再購意願則是，對於自己支持並熱愛且想進行創作的作品，即使不增加或減少投入共創之程度的頻率，創作者仍舊對該特定作品相關品牌持有依戀度與忠誠度；然而，對於自己支持並熱愛且想進行創作的作品，增加投入共創之程度的頻率，其再購意願則是會隨之提升。顯示出若有平台社群與空間供民眾可以討論、甚至企業也將之作為與民眾互動的媒介，兩者之間的共創效應將會使企業發展出更多的獲利模式。
關鍵詞：創造力、共創、社群認同、同人誌

In recent years, domestic and international comic and animation films deeply influences people's life, such as trendy Korean TV dramas, quality American series, and popular reality show. Furthermore, the development of "fan fiction" (doujinshi ) is worthy of exploration. Those fans not only make "doujinshi" known to the public, but also make the original works more and more popular, which brings lots of profits and product value.
This research is aimed to explore the relationships among fan fiction creator’s motivation, involvement and co-creation. Then, the effect of co-creation on brand attachment and re-purchase intension would also be discussed. The respondents were from the online community of fan fiction creators in Taiwan, and survey with questionnaires was employed to collect data.
The results show that, for fan fiction creators, better creativity lead to continuous co-creation, even in the early stage. Those who have creative skills would also be willing to improve themselves, continue to create some works. Besides, compared to self-identity, obtaining social identity is more important. Others’ cognition and support would strengthen the creator’s brand attachment and loyalty, even the involvement of co-creation is not higher. However, creators’ involvement of co-creation would strengthen their re-purchase intension. It shows that if there is a platform, community members could discuss and interact frequently, then the effect of co-creation between the brand and community members would develop more profit-making models.
Keywords: Creativity, Co-creation, Comminity Identity, Fan Fiction

目錄
中文摘要 I
ABSTRACT II
目錄 III
表目錄 VI
圖目錄 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 創造力成分理論(COMPONENTIAL THEORY OF CREATIVITY) 5
第二節 創造力成分理論的內外部動機 8
第三節 共創(CO-CREATION) 11
第四節 自我認同理論(SELF IDENTITY THEORY) 17
第五節 社會認同理論(SOCIAL IDENTITY THEORY) 21
第六節 品牌依戀(BRAND ATTACHMENT) 23
第七節 品牌忠誠度(BRAND LOYALTY) 27
第八節 再購意願(REPURCHASE INTENTION) 30
第九節 同人誌(FAN FICTION) 33
第三章 研究方法 37
第一節 研究架構 37
第二節 研究對象 38
第三節 研究變項之測量 38
第四節 問卷設計 45
第五節 資料分析 47
第四章 統計分析與結果 49
第一節 描述性統計 49
第二節 驗證性因素(CONFIRMATORY FACTOR ANALYSIS, CFA) 51
第三節 相關係數分析與信度分析 54
第四節 迴歸分析 55
第五節 中介效果迴歸分析 59
第五章 結論與未來建議 66
第一節 研究結果 66
第二節 理論意涵 70
第二節 管理意涵 72
第四節 研究限制與未來建議 74
參考文獻 76
附錄 問卷 95

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