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題名:線上共同設計過程中情感與心流體驗對顧客行為意圖之影響:以客戶滿意度為中介變數
作者:卜唯平
作者(外文):Wei-PingPu
校院名稱:國立成功大學
系所名稱:創意產業設計研究所
指導教授:謝孟達
陳國祥
學位類別:博士
出版日期:2016
主題關鍵詞:共同設計情感心流體驗顧客滿意度行為意圖Co-designEmotionFlow experienceCustomer satisfactionBehavior intention
原始連結:連回原系統網址new window
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隨著大量客製化(mass customization)及網際網路技術的成熟,提供「線上客製化」服務成為新世代企業競爭的新契機。現今的消費者透過線上參與共同設計(co-design)的過程,不但能夠在消費過程中擁有更多的主導權及參與體驗,更能獲得適合自己的商品。而對企業而言,透過網路提供消費者參與商品客製化的機會,亦是營造特殊體驗以及增加顧客知覺價值、提升企業競爭力的好方法。
過去許多研究已證實了共同設計與顧客滿意度之間有正向影響,更可增加消費者「支付意願」、「支付更多」及「忠誠度」等。對願意採用共同設計服務的消費者而言,在其參與的過程中,涉及了高度的心理因素影響,他們在乎的不只是最終的產品,更是整體的體驗感受。然而以心理影響觀點出發來探討相關議題的研究目前仍屬少數,故本研究擬檢視正向情感(positive emotion)與負面情感(negative emotion)以及心流體驗(flow experience)對顧客滿意度(customer satisfaction)之影響;以及檢視顧客滿意度對、顧客行為意圖(customer behavior intention)的影響。另一方面,本研究亦進一步檢視顧客滿意度在心理因素及行為意圖之間是否存在中介效果的影響。
為證實上述所提出的論述,本研究提出研究架構並架設了一個提供消費者參與線上客製化的平台,針對126個網路使用者進行問卷調查,並以結構方程模式分析。研究結果顯示,正向情緒及心流體驗皆對顧客滿意度有正向影響;負向情緒則對顧客滿意度有負向影響;顧客滿意度則對購買意願及網站再訪意願皆有正向影響。此外,研究結果亦顯示顧客滿意度在心理因素及行為意圖間扮演了中介角色。本研究結果有助於更進一步釐清心理因素在共同設計過程中所扮演的重要性。最後,本研究也將依研究結果之建議,提出研究相關學術及實務應用意涵,作為未來研究以及企業作為參考依據。
The development of mass customization and internet technology provide a new opportunity for customer has more interaction and participation during purchasing process, while to obtain the product is more attractive and fit their own need and want. And for enterprise, to provide opportunity for customer to join product customization process is also creating a special experience for them and increasing customer perceived value and enhance the competitiveness for enterprises.
As previous studies have demonstrated the customer participation is highly related with satisfaction, wiliness to pay, higher premium and loyalty. For the customer who willing to adopt the co-design service, they are not only care about the final product but also deeply influence by psychological factors. Thus, this study developed and empirically tested a conceptual model of the impact of three psychological factors on the customer satisfaction and behavior intention. Further, the research also investigates the mediation role of customer satisfaction between psychological factors and behavior intention.
A sample of 126 online users in Taiwan is collected and empirical studies are analyzed by structural equation modeling. Results indicated that positive emotion and flow experience have direct and positive impacts on customer satisfaction, and that negative emotion has negative impact on customer satisfaction. The customer satisfaction has direct and positive impacts on behavior intention. Otherwise, the results also proved that customer satisfaction play a mediator between psychological factors and behavior intention. The research is expected to contribute in the field of co-design by presenting explicit theoretical applications of psychological factors.
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