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題名：群眾外包、虛擬品牌社群與共同創新對價值共創的影響之研究
作者：謝文德
作者(外文)：HSIEH,WEN-TE
校院名稱：國立屏東大學
系所名稱：教育行政研究所
指導教授：黃靖文
學位類別：博士
出版日期：2018
主題關鍵詞：群眾外包；虛擬品牌社群；共同創新；價值共創；Crowdsourcing；Virtual brand community；Co-innovation；Value co-creation
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　　本研究旨在探討並驗證群眾外包、虛擬品牌社群與共同創新對價值共創的影響。所以，本研究之具體目的有下列五項：
一、了解群眾外包、虛擬品牌社群、共同創新與價值共創在台灣的現況。
二、分析不同背景變項的虛擬品牌社群會員在群眾外包、虛擬品牌社群、共同創新與價值共創之間的差異情形。
三、分析群眾外包、虛擬品牌社群、共同創新與價值共創之間的相關情形。
四、探討群眾外包、虛擬品牌社群、共同創新與價值共創之間的SEM結構方程模式關係。
五、驗證群眾外包、虛擬品牌社群、共同創新與價值共創之間的整體SEM結構方程模式關係。
　　為達上述目的，本研究採取文獻蒐集、分析與實證調查研究等研究方法，以台灣樂高貿易股份有限公司(LEGO)、艾絲資訊股份有限公司(iFit愛瘦身)、悠旅生活事業股份有限公司(Starbucks)、風尚數位科技股份有限公司(Fashion Guide)等四家公司的虛擬品牌社群會員為研究對象，研究工具則為研究者自編之「群眾外包、虛擬品牌社群與共同創新對價值共創的影響之研究」調查問卷，共發出正式問卷900份，回收問卷749份，可用問卷706份，正式問卷回收率83.22%，回收問卷可用率94.42%。
本研究首先以SPSS統計軟體進行探索式因素分析(EFA)、項目分析、信效度分析、描述性統計、獨立樣本t檢定、單因子變異數分析、皮爾森積差相關分析，接著利用AMOS結構方程模式，進行一階及二階驗證性因素分析(CFA)，最後推估研究架構變項之個別模式及整體模式的結構關係及適配度考驗，並進行各項研究假設之驗證，最後本研究所得之結論如下：
一、群眾外包、虛擬品牌社群、共同創新與價值共創現況良好，分層面以「任務特徵」、「平台品質」、「開放產品疆界」與「顧客價值」表現較為突出。
二、男性在群眾外包、虛擬品牌社群、共同創新與價值共創的表現上優於女性。
三、年齡較成熟之族群，在群眾外包、虛擬品牌社群、共同創新與價值共創的表現優於年輕族群，31-40歲、41-50歲與51歲以上優於20歲以下與21-30歲。
四、教育程度愈高，在群眾外包、虛擬品牌社群、共同創新與價值共創等變項上的表現愈好，博、碩士學歷優於大學、專科、高中(含)以下。
五、不同職業類別在群眾外包、虛擬品牌社群、共同創新與價值共創等變項上的表現差異不大，僅各行各業高於學生，行業之間則無差異。
六、使用網路經驗的時間長短，在群眾外包、虛擬品牌社群、共同創新與價值共創等變項上的表現有些微差異但差異不大，1年~未滿3年高於3年~未滿5年、5年~未滿10年與10年以上。
七、每週上網時間長短，在群眾外包、虛擬品牌社群、共同創新與價值共創等變項上的表現差異不大，5~10小時、11~20小時與21~30小時優於31小時以上。
八、台灣樂高(LEGO)與iFIT的社群會員，在群眾外包、虛擬品牌社群、共同創新與價值共創等變項上表現較佳。
九、社群會員資歷愈久，在群眾外包、虛擬品牌社群、共同創新與價值共創等變項上的表現愈佳，5年以上的資深會員優於未滿1年、1~未滿2年、2~未滿3年、3~未滿5年的會員。
十、每日使用社群時間的長短，在群眾外包、虛擬品牌社群、共同創新與價值共創等變項上的表現差異不大，僅1~未滿2小時優於未滿1小時。
十一、群眾外包對價值共創、虛擬品牌社群、共同創新均有正向顯著的影響。
十二、群眾外包透過品牌社群對價值共創有正向顯著的影響，且影響力為78.12%。
十三、群眾外包透過共同創新對價值共創有正向顯著的影響，且影響力為62.78%。
十四、整體群眾外包、虛擬品牌社群、共同創新與價值共創的AMOS結構模式適配性，獲得證實。整體模式的影響力為81.56%。
　　本研究依據研究結論，提出具體建議，藉以供企業組織實施群眾外包創新模式;虛擬品牌社群之運用管理;採取共同創新方式與顧客價值共創及未來研究之參考。
　　The purpose of this study is to explore and verify the impact of crowdsourcing, virtual branding communities and co-innovation on value co-creation. Therefore, the specific purpose of this study is as follows:
First, understand the current situation of crowdsourcing, virtual brand communities, co-innovation and value co-creation in Taiwan.
Second, analyze the differences between the virtual brand community members with different background variables in the crowdsourcing, virtual brand community, co-innovation and value co-creation.
Third, analyze the relevant situations between the crowdsourcing, the virtual brand community, and co-innovation and value co-creation.
Fourth, discuss the SEM structural equation model relationship between crowd sourcing, virtual brand community, and co-innovation and value co-creation.
Fifth, Verify the overall SEM structural equation model relationship between crowd sourcing, virtual brand community, and co-innovation and value co-creation.
　　In order to achieve the above objectives, this research adopts several research methods such as literature review, analysis, and empirical investigation and research. The research objects are the virtual brand community members of the following four companies. LEGO Co., Ltd. of Taiwan (Lego), Ai-si Information Co., Ltd. (iFit), Starbucks Coffee(Starbucks), and Fashion Guide(FG). The research tools is a research questionnaire made by the research's. The research questionnaire are “the influence of crowdsourcing, virtual brand community and co-innovation on value co-creation”, The survey questionnaire sent a total of 900 formal questionnaires, 749 questionnaires were returned, 706 questionnaires were available, the formal questionnaires had a recovery rate of 83.22%, and the rate of recovery questionnaires was 94.42%.
　　This study first uses SPSS statistical software for exploratory factor analysis (EFA), project analysis, reliability and validity analysis, descriptive statistics, independent sample t-test, single-factor variance analysis, Pearson product-related correlation analysis, and then using AMOS structure. The equation model is used to perform first-order and second-order confirmatory factor analysis (CFA). Finally, the structural model and the adaptation test of the individual models and the overall model of the structural variables are evaluated, and the verification of various research hypotheses is carried out. Finally, the conclusions obtained are as follows:
1. Crowdsourcing, virtual brand communities, co-innovation and value co-creation are in good condition, and the performance of “task characteristics”, “platform quality”, “open product boundaries” and “customer value” is more prominent at the sub-level.
2. Men outperform women in the performance of crowdsourcing, virtual brand communities, co-innovation, and value co-creation.
3. The more mature ethnic groups, the performance of crowdsourcing, virtual brand community, co-innovation and value co-creation is better than young ethnic groups, 31-40 years old, 41-50 years old and over 51 years old are better than under 20 years old and 21 -30 years old.
4. The higher the level of education, the better the performance in the crowdsourcing, virtual brand community, co-innovation and value co-creation and other variables, the doctoral and master's degrees is better than the university, college and high school (inclusive) below.
5. The performance of different occupational groups in population crowdsourcing, virtual brand community, co-innovation and value co-creation shows little difference. Only different industries are higher than students, and there is no difference between industries.
6. The use of online experience for a long period of time, the performance of the crowd sourcing, virtual brand community, co-innovation and value co-creation and other variables slightly different but the difference is not, 1 year to less than 3 years higher than 3 years to less than 5 years, 5 years to less than 10 years and more than 10 years.
7. The length of online time per week, the performance difference between the crowdsourcing, virtual brand community, co-innovation and value co-creation is not big, 5~10 hours, 11~20 hours and 21~30 hours is better than 31 More than an hour.
8. The community members of LEGO and iFIT in Taiwan have performed better in such areas as crowdsourcing, virtual brand community, co-innovation and value co-creation.
9. The longer the membership of the community, the better the performance of the people crowdsourcing, virtual brand community, co-innovation and value co-creation. The senior members who are more than 5 years are better than less than 1 year, 1 to less than. 2 years, 2 to less than 3 years, 3 to less than 5 years of membership.
10. The length of daily use of community time is not much different in the performance of crowdsourcing, virtual brand community, co-innovation and value co-creation, only 1 to less than 2 hours is better than less than 1 hour.
11. Crowdsourcing has a positive and significant impact on value co-creation, virtual brand community, and co-innovation.
12. Crowdsourcing has a positive and significant impact on value co-creation through the virtual brand community, and its influence is 78.12%.
13. Crowdsourcing has a positive and significant impact on value co-creation through co-innovation, and its influence is 62.78%.
14. The AMOS structural model adaptability of the overall crowdsourcing, virtual brand community, co-innovation and value co-creation was confirmed. The overall model has an influence of 81.56%.
　　Based on the research conclusions, this study puts forward specific suggestions for enterprises to implement the crowdsourcing innovation model; the use management of virtual brand communities; and the reference of co-innovation and customer value co-creation and future research.
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