探討網路社群消費者共同生產行為：以線上遊戲為例

The Antecedents and Consequences of Coproduction: An Empirical Validation of Online Games

李家瑩(Chia-Ying Li) ； 鄭傑云(Chieh-Yun Cheng)

《電子商務學報》 19卷2期 (2017/12) Pp. 147-176

https://doi.org/10.6188/JEB.2017.19(2).02

摘要

為了迎合消費者的需求，線上遊戲開發商逐漸開始透過線上公測，讓消費者共同參與遊戲內容的設計。過去研究對於影響消費者參與共同生產之成因及結果之因素相當有限，因此本研究主要從情境連結、消費者連結及產品連結等三種連結，探討消費者共同生產前置變數，更進一步探討顧客參與共同生產之因素及共同生產對於產品評價與顧客忠誠度之影響。本研究透過便利抽樣蒐集問卷，共回收有效問卷304份。結果顯示，消費者連結中的知覺控制、成就感及專業知識，產品連結中的有趣性，以及情境連結中的互動性與情感承諾會對共同生產有正向顯著影響，共同生產會進一步影響產品評價及行為忠誠度。此外，產品評價對於行為忠誠度也有顯著影響。

關鍵字

消費者連結 ； 產品連結 ； 情境連結 ； 共同生產 ； 顧客忠誠度

並列摘要

As rapid development of the Internet, online games have mushroomed, and consumers have sufficient information to search for and choose online games, according to individual preferences. In order to satisfy consumers' need, online game companies have to provide high quality product with diverse contents. Besides, online game companies start to allow consumers to participate in the design of the game content. Past research related to the antecedents and consequences of consumer participation in coproduction is limited. However, the phenomenon of coproduction is crucial for online game companies and consumers. This study investigated the antecedents of coproduction from consumer link, product link, and situational link, and also explored the influence of consumer coproduction on product evaluation and customer loyalty. Sampling frame is online game players who have ever participated in public beta online game tests. By using a convenience sampling, a total of 304 copies were usable. The results indicated that perceived control, achievement and consumer expertise of consumer link, playfulness of product link, and interaction and affective commitment of situational link have positive influences on coproduction, which further affects product evaluation and loyalty. Besides, product evaluation has positive influences on the behavior loyalty.

並列關鍵字

Consumer link ； product link ； situational link ； coproduction ； customer loyalty

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