共同生產的前置因素與對服務創新之影響

Co-production: Antecedents and Impacts on Service Innovation

黃渟蒕(Ting-Yun Huang)

指導教授 ： 陳家祥

元智大學/管理學院/企業管理學系/碩士(2008年)

摘要

在過去幾年，許多學者都提議在快速與高度競爭的環境當中，對於公司而言，合作是一種可以幫助發展創新的手段。根據最近行銷思維與實務的發展，許多研究都強調共同生產的重要性，並且可以提供機會去發展服務創新。此外，在公司與合作夥伴間，共同生產也扮演重要的角色。然而，對於共同生產與服務創新之間連結關係的實證研究卻甚為缺乏。因此，本研究從廠商層面探討共同生產模型，並進一步去檢視其前置因素以及對服務創新之影響。

我們從資訊科技產業去探究共同生產對服務創新的影響結果。進一步的檢測前置因素－夥伴契合度、夥伴專業度、與情感的承諾，所扮演的角色，探討其與共同生產的關係，並據此研擬本研究的研究架構。

本研究乃以實證研究的方式去探討台灣資訊科技產業，設計研究問卷，採用郵寄方式，一家公司一份問卷。填答者為業務部門經理。整體而言，參與研究的資訊科技公司最後共提供157份有效問卷。

在分析完所提供之157份資料之後，整體模型的檢測結果為支持且成立。本研究結果顯示共同生產可以增進資訊科技產業去發展服務創新。此外，本研究也顯示夥伴契合度、夥伴專業度、與情感的承諾可以加強共同生產效果。創新導向亦可以增進共同生產與服務創新之間的效果。最後，對於管理意涵層面，本研究建議公司必須要選擇適當的合作夥伴，且夥伴必須具備高的契合度、專業度與情感的承諾來建立良好的關係，進而去執行共同生產，來達成服務創新的目標。相對地，公司也必須建立創新導向且徹底地實施在公司當中，進而幫助加強發展新的服務在共同生產過程中。

關鍵字：共同生產、服務創新、夥伴契合度、夥伴專業度、情感的承諾

關鍵字

共同生產 ； 服務創新 ； 夥伴契合度 ； 夥伴專業度 ； 情感的承諾

並列摘要

For the past few decades, a lot of researchers have suggested that collaboration has been seen as means to develop innovation in rapidly and highly competitive environment. According to the recent developments in marketing thoughts and practices, the researches paid emphasis on the co-production which provided opportunities to develop service innovation. Additionally, co-production plays a key role between firms and their partners. However, empirical studies and their researches which explored that the links between co-production and service innovation were absent. As a result, this study brings up a model of co-production to investigate the antecedents and impacts of co-production based upon the point of the firm side.
We explore the impact of co-production on service innovation of the information technology industry. Furthermore, we examine the antecedent role of co-production and ponder the relationships of partner match, partner expertise and affective commitment with the level of co-production.
Following, we will develop the conceptual framework. Recently an empirical research has been conducted within Taiwan information technology industry. We developed self-administered questionnaires and sent one copy of questionnaire to participant of each company. Respondents were managers assigned in sales department of each firm. As a whole, the participating information technology companies of this study were 157 companies and they provided data of 157 questionnaires form sales department.
After testing with a sample of 157 sales managers of a large of information technology organizations, the model is overall supported. The findings of our study are indicated that the level of co-production enhances service innovation of information technology companies. In addition to our empirical study supports the effects of partner match, partner expertise, and affective commitment on co-production. Moreover, innovation orientation could contribute the effects between co-production and service innovation. Ultimately, the implications for managers of information technology industry are suggested that firms have to choose appropriate partners possessed partner match, well expertise and affective commitment to build the ideal relationships; further implement co-production then to attain the objectives of service innovation. In contrast, firms should build and implement the innovation orientation actually to help strengthen and develop new services during the co-production process.

Key words: Co-production, Service innovation, Partner match, Partner expertise, Affective commitment

並列關鍵字

Co-production ； Service innovation ； Partner match ； Partner expertise ； Affective commitment

參考文獻

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