強化 B2C 協同設計的樂趣與意義：線上社交互動工具與線上設計工具之比較

Making Online B2C Co-creation More Enjoyable and Meaningful: A Comparison of Social Tools and Design Tools

謝六拾(Hsieh. Liou-Shih)

指導教授 ： 雷松亞

國立清華大學/科技管理學院/服務科學研究所/碩士(2013年)

摘要

With the rise of internet and social networks, businesses are increasingly becoming dependent on cumulative knowledge of customers to get access to external ideas and solutions in recent years. IT tools have been seen as consumer empowerment instruments to engage customers and encourage them to participate in service and product development processes. However, there is a high failure rate of online B2C co-creation because companies fail to stimulate customer’s interest in producing quality contributions. These difficulties have evoked the attention of researchers’ and practitioners’ on how to effectively use empowerment technology in online co-creation. In the extant literatures, empowerment technology had mostly been seen a single perspective – a self-design tool kits (i.e., design IT). In contrast to this traditional view, this study highlights the importance of social dimensions of empowerment IT (i.e., social IT) and our experimental study proved that design IT and social IT are significantly different. In particular, this research proposes a joint view of empowerment theory and self-determination theory to analyze why people participate in co-creation and pay for co-designed products and services. Our results suggest that social IT has increases intrinsic and extrinsic motivations by creating a sense of relatedness to the company and to other users. In contrast, design IT increases intrinsic motivation and extrinsic meaning by improving people’s sense of self-efficacy and company relatedness. Customers’ co-creation intentions were influenced by intrinsic motivation, extrinsic meaning, and self-efficacy, while willingness to pay is only influenced by extrinsic meaning.

關鍵字

資訊科技 ； 自我效能 ； 服務開發 ； 產品開發 ； 自我決定理論 ； 共同創造 ； 授權 ； 動機

並列摘要

With the rise of internet and social networks, businesses are increasingly becoming dependent on cumulative knowledge of customers to get access to external ideas and solutions in recent years. IT tools have been seen as consumer empowerment instruments to engage customers and encourage them to participate in service and product development processes. However, there is a high failure rate of online B2C co-creation because companies fail to stimulate customer’s interest in producing quality contributions. These difficulties have evoked the attention of researchers’ and practitioners’ on how to effectively use empowerment technology in online co-creation. In the extant literatures, empowerment technology had mostly been seen a single perspective – a self-design tool kits (i.e., design IT). In contrast to this traditional view, this study highlights the importance of social dimensions of empowerment IT (i.e., social IT) and our experimental study proved that design IT and social IT are significantly different. In particular, this research proposes a joint view of empowerment theory and self-determination theory to analyze why people participate in co-creation and pay for co-designed products and services. Our results suggest that social IT has increases intrinsic and extrinsic motivations by creating a sense of relatedness to the company and to other users. In contrast, design IT increases intrinsic motivation and extrinsic meaning by improving people’s sense of self-efficacy and company relatedness. Customers’ co-creation intentions were influenced by intrinsic motivation, extrinsic meaning, and self-efficacy, while willingness to pay is only influenced by extrinsic meaning.

並列關鍵字

information technology ； social IT ； design IT ； co-creation ； service development ； product development ； empowerment ； self-determination theory ； motivation ； cognitive drives ； willingness to pay ； co-creation intention

參考文獻

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