消費者涉入、服務創新與創新性消費之路徑分析-以線上遊戲為例

The Path Analysis on User Involvement, Service Innovation and Creative Consumption- An Example of Online Game

李佳盈(Chia-Ying Lee)

指導教授 ： 曾盛恕

元智大學/管理學院/國際企業學系/碩士(2007年)

摘要

本篇文章嘗試解釋在網路服務平台下，顧客參與對產品創新的影響程度，試圖將新服務創新流程套用在開放且免費的網路上，並利用網路的特性，讓更多顧客參與新服務創新流程。
透過文獻探討方式，本研究認為在線上社群與使用者小工具的兩種網路互動下，可增加使用者的涉入程度並進行創造性消費的社會化(在本文而言，是一種消費與學習的過程)。隨著創造性消費的社會化的增強，對產品創新的的貢獻也將增加。不同以往顧客僅能提供意見的涉入的方式，此種讓使用者參與新服務流程所創作出來的客製化產品將更具商業性，並達到市場領導(market driving)的優勢。此外，在過去顧客涉入的研究中指出，只有少部分的領導使用者將對創新產品有助益，因此本研究提出藉由線上社群的推薦制度與評等下，將可突顯領導使用者的存在，利用體驗式消費產生更多領導使用者以加速、提升新服務創新流程的績效。
為了更了解網路特性與產品創新、創新性消費等因素的因果關係，本文利用SEM模型針對兩種不同的模型進行實證探討，藉由比較方式區別出較為適合的因果關係---對基於文獻回顧所產生的模型、與本研究認為的因果關係。研究顯示，本研究根據現實可能狀況推估出來的模型較符合過去文獻推估與現實情形，因此具解釋能力。也就是使用者小工具、社群對產品創新有正向且顯著性影響，而產品創新、顧客涉入顧客涉入程度同時對創新性消費也成正相關影響。

關鍵字

服務創新 ； 創新性消費 ； 創新性消費

並列摘要

This article tries to explain the influence of customer participation to product innovation on web service platform and fits new service development process into openly and freely internet in order to speed up its performance. The strategy is to attract, observe and keep more customers to joint the process of new service development through internet features and then to achieve the advantage of market driving.
This article based on literature review, asserted that it can increase user involvement and socialize customers’ ability of creative consumption (is a kind of process of learning-by-consuming in this study) by the interaction with online community and user toolkit on internet environment. As the ability of creative consumption is increasing, customers’ contribution to product innovation will increase. It is different from prior conclusions on user involvement research stating that user contribution may be creative but infeasible or feasible but not creative. In this study’s point of view, the product would be more commercial and more likely to match customers’ need (even their latent need). Besides, past studies on user involvement point out that only few lead users could contribute to product innovation. Therefore, this article asserts that the recommendation and evaluation mechanism of online community can make lead users more obvious, also that the experience consumption by user toolkit can bring more lead user and speed up or improve the performance of new service development process.

並列關鍵字

User Involvement ； Creative Consumption ； Path Analysis

參考文獻

1. Alam, I., 2002, Journal of the Academy of Marketing Science, “An exploratory investigation of user involvement in new service development”, Vol.30, No.3. pp. 250–261.

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4. Andrews, J. C., Durvasula, S., & Akhter, S. H., 1990, Journal of Advertising, “A framework for conceptualizing and measuring the involvement construct in advertising research”, Vol. 19, pp.17-40.

5. Arrow, Kenneth J., 1962, Economic welfare and the allocation of resource of invention. Richard R. Nelson, The Rate and Direction of Inventive Activity: Economic and Social Factors. A Report of the National Bureau of Economic Research, Princeton Universal Press, Princeton, NJ, pp. 609–625.