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    题名: 消費者參與Youtuber 自創新品開發之研究： 價值共創與顧客投入觀點
    The Study of Consumer Participation in YouTubers’ New Product Development：Perspectives on Value-Cocreation and Customer Engagement
    作者: 趙立媗
    Chao, Li-Hsuan
    贡献者: 白佩玉
    Bai, Pei-Yu
    趙立媗
    Chao, Li-Hsuan
    关键词: 價值共創
    顧客投入
    YouTuber 自創品牌
    新商品開發
    Value co-creation
    Customer engagement
    YouTuber self-owned brand
    New product development
    日期: 2022
    上传时间: 2022-09-02 15:48:49 (UTC+8)
    摘要: YouTube在台灣的影響力不容小覷，台灣YouTube能擁有今日的成績，可歸功於一群專職在YouTube平台上經營頻道的影音創作者，或稱YouTuber。近期研究者發現YouTuber紛紛創立自創品牌，將YouTuber獨有的品牌價值帶入自創品牌。

    YouTuber古娃娃自創品牌WA!COOKIES採用價值共創及顧客投入理念進行新品開發，極具有獨特性，因此本研究以古娃娃自創品牌為研究個案，期望了解以下研究問題：
    1. 不同族群之消費者對YouTuber及YouTuber自創品牌的喜好有何關聯。
    2. 不同族群之消費者於YouTuber關聯社群上顧客投入有何差異。
    3. 不同族群之消費者為何參與新品開發價值共創活動。
    4. 不同族群之消費者對新品開發價值共創活動的看法有何異同。
    5. 新品開發價值共創活動對顧客的興趣、認同及購買意願有何影響。

    本研究以質性研究方法中的深度訪談法，透過事前篩選問卷搜集符合基本條件之受訪者，再搭配本研究設計之顧客區間圖將受訪者分為7大類族群，各族群邀請一至二位受訪者共8位受訪者參與半結構式訪談。經訪談及研究分析得出以下結論：
    （一）消費者喜歡YouTuber自創品牌形象並不能直接影響消費者連帶喜歡品牌商品。
    （二）消費者對YouTuber關聯社群的內容有興趣，但缺乏主動閱覽的誘因，且有參與共創之高購買頻率顧客及中購買頻率顧客的顧客投入程度較高。
    （三）新品開發價值共創活動的設計、主題及選項影響多數消費者的顧客投入動機。
    （四）新品開發價值共創活動會刺激多數消費者的購買意願，但購買決策點仍須回到價格及口味偏好。
    （五）新品開發價值共創活動使消費者感到被品牌重視，多數消費者認為新品開發價值共創活動可增加對品牌的喜好及認同。

    根據研究發現，本研究提出三項實務建議，提供YouTuber自創品牌作為未來經營參考。研究發現：
    （一）有些消費者雖未曾購買但持續參與新品開發價值共創活動，品牌應將此視為機會點，積極互動以將其轉化為購買者。
    （二）品牌應透過顧客回流活動提高顧客投入，在留住忠實顧客的同時，也應提高一般顧客及流失顧客的顧客投入。
    （三）YouTuber應透過定期互動使YouTuber關聯社群保持活躍，誘發消費者主動閱覽，進而使消費者持續投入YouTuber關聯社群內的新品開發價值共創活動，使新品開發價值共創持續為品牌創造價值。
    YouTube has a great impact in Taiwan, owing to the YouTubers, the people creating video content on YouTube. In recent years, YouTubers started to create their self-owned brands from their personal brand values. WA!COOKIES, the self-owned brand of YouTuber Wawaku, adopted the concept of value co-creation and customer engagement in the new product development, and it is thought to be a unique case. Thus, this study takes WA!COOKIES as an example and tries to look deep into the following questions:
    1. What is the connection between the preference for YouTubers and the preference for self-owned brands of YouTubers in the perspectives of different groups of consumers?
    2. What are the differences in customer engagement in YouTuber-related communities among different groups of consumers?
    3. What are the motivations that different groups of consumers engage in the value co-creation of new product development?
    4. How different do different groups of consumers think about the value co-creation of new product development?
    5. How does the value co-creation of new product development affect the customers’ interest, cognition, and purchasing intention?

    The study adopts the in-depth interview method, starting with a pretesting questionnaire to find qualified participants. Then the researcher categorizes qualified participants into seven groups with the customer interval map designed by this study. The researcher invites one to two participants to attend the semi-structured interviews in each group. A total of 8 participants were interviewed. The study`s findings include:
    (1) Consumers’ preference for the brand image of the YouTuber`s self-owned brand will not lead to consumers’ preference for the products of the YouTuber`s self-owned brand.
    (2) Consumers are interested in the content of YouTuber-related communities but lack incentives to read. In addition, customers with high purchase frequency and medium purchase frequency who have participated in the value co-creation of new product development have a high degree of customer engagement.
    (3) The design of themes and choices of the value co-creation of new product development affects most consumers` motivation for customer engagement.
    (4) The value co-creation of new product development will stimulate the purchasing intention of most consumers, but the purchase decision relates to monetary reasons.
    (5) The value co-creation of new product development makes consumers feel valued by YouTubers’ self-owned brands. Most consumers agree that the co-creation of new product development increases their interest and cognition in YouTubers’ self-owned brands.

    The study concludes with three recommendations for future research and YouTuber self-owned brands. First, the study found that some non-customers participate in the value co-creation of new product development. WA!COOKIES should try to interact with them and convert non-customers into customers. Second, customer engagement is decreasing in the value co-creation of the new product development of WA!COOKIES. While keeping loyal customers, WA!COOKIES should also increase customer engagement with normal customers and lost customers. Third, to keep the customers engaged in the value co-creation of new product development held in the YouTuber-related community, Wakaku, and WA!COOKIES should maintain the activeness of the YouTuber-related community through regular consumer interactions. Thus, the co-creation of new product development can continue to create value for the YouTubers’ self-owned brand.
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    描述: 碩士
    國立政治大學
    企業管理研究所(MBA學位學程)
    109363014
    資料來源: http://thesis.lib.nccu.edu.tw/record/#G0109363014
    数据类型: thesis
    DOI: 10.6814/NCCU202201497
    显示于类别:[企業管理研究所（MBA學位學程）] 學位論文

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