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題名:消費者參與企業經營社群媒體環境下之協同創造意願
作者:高慈薏
作者(外文):Tzu-Yi Kao
校院名稱:輔仁大學
系所名稱:商學研究所博士班
指導教授:楊銘賢
學位類別:博士
出版日期:2013
主題關鍵詞:臨場感地方依附理論消費者連結消費者賦權關係行銷社群媒體協同創造PresencePlace attachment theoryconsumer engagementconsumer empowermentrelationship marketingsocial mediaco-creation
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本研究從消費者互動體驗的角度,探討影響消費者在企業品牌經營之社群媒體平台,參與協同創造的行為意願與其前置因素之關係。回顧相關文獻以及考量社群媒體互動環境之特性,本研究認為消費者會受企業品牌經營之社群媒體環境中的各種刺激,產生包括實體覺察、群體規範覺察、群體相似性覺察、以及任務覺察四種覺察感受。根據臨場感理論,本研究進一步檢視個體覺察感受對消費者知覺之影響。接著,本研究以地方依附理論、關係行銷理論以及消費者知覺賦權理論作為基礎,進一步提出消費者之知覺依賴、知覺認同、知覺信任以及知覺賦權乃是影響參與協同創造意願之重要前置因素-消費者連結之研究假說。消費者連結以及消費者知覺賦權與在社群媒體上之協同創造意願之關聯性亦在本研究中被檢驗。另一方面,除了個體知覺外,本研究亦認為個人之自覺創造性以及所秉持之利他主義也會正向影響消費者參與社群媒體協同創造之行為意願,因此創造性以及利他主義兩個研究變數亦在模式中被檢驗。
綜上所述,本研究共提出十九個研究假設。以線上問卷調查作為資料蒐集方法,問卷施測平台為Nike, Starbucks, 以及Dell三大企業品牌所經營之社群媒體,共蒐集638份有效問卷。資料分析方法包括描述性統計、單因子變異數分析、信效度分析以及結構方程模式分析。研究結果顯示: (1) 消費者社群媒體環境之實體覺察對知覺依賴、知覺信任以及知覺賦權皆有正向影響;(2) 消費者社群媒體環境之群體相似性覺察對知覺依賴、知覺信任、知覺賦權有正向影響;(3) 消費者社群媒體環境之群體規範覺察對知覺認同有正向影響;(4) 消費者社群媒體環境之任務覺察對知覺認同有正向影響,然而對知覺賦權有顯著負向的影響;(5) 消費者知覺信任、知覺認同以及知覺賦權與消費者連結之間具有正向關係,然而知覺依賴對消費者連結之影響並不顯著;(6) 消費者知覺認同、知覺信任以及知覺賦權會受到消費者連結而間接對消費者參與社群媒體環境下之協同創造意願產生影響。而同時,消費者知覺賦權亦會直接正向影響消費者參與社群媒體上之協同創造意願;(7) 消費者連結對消費者參與社群媒體上之協同創造意願有正向影響。(8)個體因素,包括創造力以及利他性,對消費者參與社群媒體上之協同創造意願具有正向影響。
對企業而言,讓消費者注意與持續使用該品牌之社群媒體,以作為企業協同創造的平台是一個相當重要的問題。而本研究即在探討此一重要問題。透過理論模式的建構與驗證,不僅可補足過去研究對於消費者在社群媒體與企業品牌連結並進一步從事協同創造的研究缺口,同時也對此重要議題提供一些研究的理論基礎,更可作為企業實際應用社群媒體建置消費者協同創造平台的參考。
Determining how to effectively encourage and facilitate consumers to utilize social media to co-create value with firms has become an important issue in recent years, but remains ambiguous. In order to help enterprises utilize social media to co-create value with customers, this study views this issue from the interactive experiences and adopts the presence theory, place attachment theory, relationship marketing theory, and consumer empowerment theory. These theories serve as a basis for proposing a model that will explore the extent to which customers voluntarily engage with and contribute to firm-supported social media platforms. This study makes use of nineteen research hypotheses. In order to identify these hypotheses, this study uses a questionnaire survey to collect a sample of 638 respondents. This data is analyzed by using descriptive statistics, one-way ANOVA, reliability and validity analysis, and structural equation modeling and is used to test the proposed hypotheses.
The results of this study indicate the following. (1) The consumer’s physical awareness affects perceived dependence, perceived trust, and perceived empowerment positively. (2) The consumer’s awareness of group similarity affects perceived dependence, perceived trust, and perceived empowerment positively, but does not have a significant impact on perceived community identity. (3) The consumer’s awareness of group norms affects perceived community identity, but does not have a significant impact on perceived empowerment. (4) The consumer’s task awareness affects perceived community identity positively, but affects perceived empowerment negatively. (5) The consumer’s perceived trust, perceived community identity, and perceived empowerment have a positive relationship on consumer engagement, but the relationship between perceived dependence and consumer engagement is not significant. (6) The consumer’s perceived identity, perceived trust, and perceived empowerment affects his/her intention to participate in the co-creation of business managed social media environments indirectly. Meanwhile, the consumer’s perceived empowerment also has a direct and positive impact on consumer intention. (7) There is a positive relationship between consumer engagement and consumer intention to participate in the co-creation of business managed social media environments. (8) Individual factors, including creativity and altruism, have a positive impact on the consumer’s intention to participate in the co-creation of business managed social media environments. According to these findings, this study concludes with research implications, managerial implications, research limitations, and future research direction.
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