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| Title: | 消費者共創價值滿意度之前因與對品牌態度之影響－以國內校園商業競賽為例
The Antecedents of Consumers’ Value Co-creation Satisfaction and Its Effect on Brand Attitude: The Case of Business Plan Competitions for Students |
| Authors: | 李上玉
Lee, Shang Yu |
| Contributors: | 張愛華
李上玉
Lee, Shang Yu |
| Keywords: | 價值共創
校園競賽
品牌態度
滿意度
value co-creation
business plan competition
brand attitude
satisfaction |
| Date: | 2012 |
| Issue Date: | 2013-07-22 10:04:54 (UTC+8) |
| Abstract: | 近來消費者共創價值活動愈來愈受到企業注目，許多學者研究也證實了共創價值活動可為品牌業主帶來諸多利益，像是使顧客對於企業印象較佳、購買意圖較強(Zeithaml et al., 1996)、形成較高的忠誠度(Fuchs and Schreier, 2011)等。有鑒於此，許多品牌業主紛紛催生以大專院校學生為主的校園商業競賽。本研究目的在於探討影響共創績效與共創過程滿意度的前因、前述滿意度對於最終品牌態度形成的影響程度，以及前因之間的影響。透過針對校園商業競賽的參賽者的問卷調查，進一步驗證本研究之假說。
本研究證實了參賽者對於共創績效與共創過程的滿意度，會正向影響其品牌態度，呼應了Füller(2010)的研究，若消費者有良好的共創經驗，將更樂意散佈關於該公司的正向口碑。另外，知覺公平性、知覺公司支持皆會正向影響參賽者對於共創績效的滿意度；知覺公平性、任務涉入程度與小隊合作效能則是會正向影響共創過程的滿意度；而知覺公司支持會正向影響任務涉入程度，任務涉入程度又會進一步影響小隊合作效能。
本研究確認企業舉辦此類品牌塑造競賽，若能掌握正向影響滿意度的因子，即可有效提升參賽者對於品牌的好感度。本研究針對日後有意舉行類似競賽之品牌業主提出以下幾點建議。首先，若希望參賽者對於共創績效感到滿意，品牌業主應致力於維繫比賽的公正性，如審查標準前後一致、避免延攬背景較受爭議的評審，並輔以給參賽者的支持，為參賽隊伍爭取必要資源；其次，若希望參賽者對於共創過程感到滿意，業主可在賽制設計上著手，像是鼓勵參賽隊伍與不同背景同學組隊、設法增進資訊的易得性，提升團隊任務涉入程度與合作效能。
Recently, consumer value co-creation activities have been increasingly recognized by corporates due to the benefits proved by several researchers, such as better brand image, stronger buying intention (Zeithaml et al., 1996) and higher brand loyalty (Fuchs and Schreier, 2011). Therefore, many corporates conducted business plan competition targeting college students. This study aims to investigate the antecedents of consumers’ value co-creation satisfaction, its effect on brand attitude, and the interaction among these antecedents. We examined our hypothesis by collecting data from participants who joined business plan competitions.
The study result proved that participants’ brand attitude will be affected by satisfaction of value co-creation performance/procedure, which echoes previous study (Füller, 2010) that if consumers have good value co-creation experience, they will be willing to spread positive word-of-mouth. We also confirmed that perceived justice and perceived support both positively affect participants’ satisfaction on value co-creation performance; Moreover, perceived justice, task involvement and group efficacy will positively affect satisfaction on value co-creation procedure. As for interactions of antecedents, perceived support will positively affect task involvement, and further affect group efficacy.
The contribution of this study is to confirm that if corporate can well control the factors of satisfaction in these kinds of brand-building competitions, then participants’ brand attitude will be expected to turn to positive. First, we suggest that corporates should put effort on maintain the fairness of competition, such as obeying the game rule and avoiding hiring doubtful judges, following with fully-support for participants. Second, if corporates want to make participants satisfy with value co-creation procedure, it may be a good idea to raise task involvement and group efficacy by encouraging participants to increase team heterogeneity, or make information easily accessible. |
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| Description: | 碩士
國立政治大學
企業管理研究所
100355013
101 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G1003550131 |
| Data Type: | thesis |
| Appears in Collections: | [企業管理學系] 學位論文
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