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    題名: 消費者共創的心理機制對品牌投入度之研究
    The Psychological Mechanism of Brand Co-creation Engagement
    作者: 謝慧璋
    Sara H. Hsieh
    貢獻者: 張愛華
    Aihwa Chang
    謝慧璋
    Sara H. Hsieh
    關鍵詞: 品牌共創
    投入度
    刺激-機制-反應模型
    動機
    品牌競賽
    Brand co-creation
    Engagement
    Stimulus-organism-response model
    Motivation
    Brand contest
    日期: 2013
    上傳時間: 2014-08-06 11:38:03 (UTC+8)
    摘要: 當今高度競爭的市場中一個快速成長的新趨勢就是共創品牌的創新。過去的文獻研究著重在探討消費者參與共創中對廠商所帶來的經濟利益與價值，而對於消費者在共創品牌創新過程中的心理機制卻很少討論。以Stimulus-Organism-Response (Mehrabian and Russell 1974)的理論架構為基礎，本研究對消費者在品牌共創過程中所產生的不同心理經驗與動機，提出一個整合性的研究架構。研究結果說明，消費者參與品牌共創價值的經驗性過程，如何扮演重要角色以促成品牌共創投入度的建構，進而影響消費者對品牌的行為意圖。本研究提出品牌與自我概念的連結度、品牌共創的不同經驗特性(自主性經驗、個人能力經驗、與人連結經驗)會直接影響參與品牌共創的內在動機與外在動機。而這些動機會促成品牌共創投入度的建立，進而會強化品牌關係與品牌行為意圖。本研究說明良好設計的品牌共創創新競賽，可以影響消費者品牌共創投入度的建立並強化品牌關係，將消費者轉變成為共創品牌創新的無形資產。
    Co-creation for brand innovation is an intriguing and rapidly growing trend in today’scompetitive market. Past research emphasize the economic gains of consumer co-creation, with limited research focusing on the psychological effects engendered in the process of consumer co-creation for brand innovation. By using
    Stimulus-Organism-Response model(Mehrabian and Russell 1974) as the theoretical framework, present research proposes an integrative framework for synthesizing the distinctive psychological experiences and motivations in the brand co-creation process. The findings elucidate how the psychological underpinnings of consumer brand co-creation activity affect the experiential fabrication of brand co-creation engagement in the value creation process to influence brand behavior. The results indicated that brand–self connection and three experience characteristics of brand co-creation activities (autonomy, competence, and relatedness) facilitate the intrinsic and extrinsic motivation of people to participate in brand co-creation. These motivations facilitate the establishment of brand co-creation engagement, which in turn leads to strengthened brand relationship behavioral intention. Present research exemplifies that well designed brand co-creation contest is a potent mean not only effective in engaging consumers, but also can turn engaged consumers into intangible assets for brand innovation.
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