政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/84147
English  |  正體中文  |  简体中文  |  Post-Print筆數 : 27 |  全文筆數/總筆數 : 113318/144297 (79%)
造訪人次 : 51039456      線上人數 : 918
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
搜尋範圍 查詢小技巧：
  • 您可在西文檢索詞彙前後加上"雙引號"，以獲取較精準的檢索結果
  • 若欲以作者姓名搜尋，建議至進階搜尋限定作者欄位，可獲得較完整資料
    •  進階搜尋


    請使用永久網址來引用或連結此文件: https://nccur.lib.nccu.edu.tw/handle/140.119/84147


    題名: 消費者價值共創的效果以及影響因素之研究
    其他題名: A study on the influences and effects of onsumer co-creation
    作者: 張愛華
    貢獻者: 企業管理學系
    關鍵詞: 顧客賦能;消費者共同生產;社群;心理擁有感;價值共創
    customer empowerment;co-production;co-creation;community;psychological ownership
    日期: 2012
    上傳時間: 2016-04-12 14:23:25 (UTC+8)
    摘要: 消費者參與價值創造(value co-creation)是近年來愈來愈受重視的行銷管理議題，傳 統的價值創造有賴於供應方的付出，然而不免有產品不盡合乎個別消費者需的問題。近 年來，線上社群與互動科技增加消費者價值共創的能力、樂趣與傳播的速度。企業也更 多採用一些使消費者有賦能感（customer empowerment)的作為，期能善用顧客能力創造 競爭優勢。然而過去的研究偏重於產品設計的共同生產，尚無關於品牌行銷共創活動效 益之探討，且偏重於個人對於企業之反應，較少針對社群之影響力加以研究。本研究將 填補此一知識缺口。研究問題為：（1)消費者參與產品設計時，社群的力量如何影響參 與者？（2)消費者參與企業的品牌形象塑造活動能否增進其對於該品牌的心理擁有感， 並進而可以使其對該企業推出的新產品有較有利的反應？（3)企業在辦理消費者品牌企 晝活動時，哪些因素可能影響參與者的認同感與滿意度？並進而有推薦的行動？本研究 將透過兩個實驗以及一個問卷調查進行研究。問卷調查期能與主辦競賽活動的機構合 作，獲得抽樣調查的研究樣本。並以線性結構模型予以分析。
    Co-creation has become an important marketing management issue in recent years. Many corporate began to adopt customer empowerment strategy to acquire customer competency as well as enhance customer satisfaction, thus to increase competitive advantage. However, the extant research mainly focuses on the effect of the mass customization and self-design aspect of co-creation. Seldom has research investigated the effect of co-creation in brand building and marketing, and seldom considered the influence of community on co-creation. This research intends to fill this knowledge gap. Specifically, we addressed three research questions: (1) When a consumer participates co-creation with a corporate, how does the community around the individual affect the effectiveness of the co-creation? (2)Will consumers increase their psychological ownership with a brand if they have opportunity to participate brand meaning creation activities? And whether the psychological ownership will enhance their favorable behavioral intention towards the brand? (3) What are the factors that influence the effectiveness of consumer co-creation in banding management contest held by corporations? This research intends to use two experiments and one survey research to investigate the research questions.
    關聯: 計畫編號 NSC101-2410-H004-007
    資料類型: report
    顯示於類別:[企業管理學系] 國科會研究計畫

    文件中的檔案:

    檔案 描述 大小格式瀏覽次數
    101-2410-H004-007.pdf1139KbAdobe PDF2489檢視/開啟


    在政大典藏中所有的資料項目都受到原著作權保護.


    社群 sharing

    著作權政策宣告 Copyright Announcement
    1.本網站之數位內容為國立政治大學所收錄之機構典藏，無償提供學術研究與公眾教育等公益性使用，惟仍請適度，合理使用本網站之內容，以尊重著作權人之權益。商業上之利用，則請先取得著作權人之授權。
    The digital content of this website is part of National Chengchi University Institutional Repository. It provides free access to academic research and public education for non-commercial use. Please utilize it in a proper and reasonable manner and respect the rights of copyright owners. For commercial use, please obtain authorization from the copyright owner in advance.

    2.本網站之製作，已盡力防止侵害著作權人之權益，如仍發現本網站之數位內容有侵害著作權人權益情事者，請權利人通知本網站維護人員(nccur@nccu.edu.tw)，維護人員將立即採取移除該數位著作等補救措施。
    NCCU Institutional Repository is made to protect the interests of copyright owners. If you believe that any material on the website infringes copyright, please contact our staff(nccur@nccu.edu.tw). We will remove the work from the repository and investigate your claim.
    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - 回饋