從新產品開發探討資訊效益和社會整合效益對消費者共創參與及顧客關係的影響-以網路遊戲封(公)測為例

The Effects of Information Benefits and Social Integrative Benefits on Consumers’ Co-creation Involvement and Consumer Relationship in New Product Development - Using Close (Open) Beta Test of New Online Game as an Example

林旻亭(Min-Ting Lin)

指導教授 ： 陳嬿伊

元智大學/管理學院/經營管理碩士班(國際企業學程)/碩士(2011年)

https://doi.org/10.6838/YZU.2011.00093

摘要

今日的資訊科技提供消費者獲取訊息的管道以及培養與公司或其他消費者溝通的能力。消費者與公司的交流過程提供其自主性展現的機會；自主性越強的消費者，越渴望在價值創造過程中扮演重要的角色，Bolton和Saxena-Iyer (2009)發表的文獻中視此過程為「共同創造」。
共創的概念適用於不同企業與消費者的合作情境，尤其在新產品開發情境逐漸顯得重要。然而，如何提升消費者的共創參與度，且進一步提高消費者對共創的滿意度尚未深入地了解。因此，針對新產品開發的情境，本研究提出一個實證模型來探討網路遊戲封(公)測情境下，消費者共創的前因，包含了資訊效益、社會整合效益和產品/服務提供者的情境因素。另外，高度共創參與的消費者是否因此提高其購買新產品的意願，以及長期的顧客與公司關係也包含在此模型中。
本研究採用網路的量化問卷調查，有效樣本共406份。分析結果發現，共創過程中，消費者和產品供應商之有效互動、獲得社會認同感以及產品供應商之同理心對消費者的共創參與度有顯著正面效果。相反的，產品供應商之投機行為與共創參與度有顯著負面效果。最後，消費者的高度共創參與度能顯著提升共創滿意度，因此提升消費者購買新產品的意願並維持顧客與公司關係。

關鍵字

共創 ； 新產品研發 ； 顧客關係管理

並列摘要

The area of co-creation is in the early stage of development and many aspects of how to raise consumers’ involvement in co-creation and further enhance co-creation satisfaction are not well understood. This study proposed an empirical model by adopting the testing process of new online game to examine the effects of information benefits, social integrative benefits and the product providers’ situational variables toward consumers’ involvement in co-creation of new product development.
After analyzing 406 valid responses towards an online questionnaire, the results showed that consumers’ effective interaction with the product provider, gaining social identification and the provider’s empathy during the co-creation process had significantly positive effects on consumers’ involvement in co-creation. However, the provider’s opportunistic behavior had the significantly negative effect on co-creation involvement. Lastly, high consumers’ involvement in co-creation significantly enhanced their satisfaction on this co-creation activity, and then increased their purchasing intention towards the new product as well as maintaining good consumer relationships.

並列關鍵字

co-creation ； new product development ； consumer relationship management

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