题名

探討網路社群消費者共同生產行為：以線上遊戲為例

并列篇名

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

DOI

10.6188/JEB.2017.19(2).02

作者

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

关键词

消費者連結 ； 產品連結 ； 情境連結 ； 共同生產 ； 顧客忠誠度 ； Consumer link ； product link ； situational link ； coproduction ； customer loyalty

期刊名称

電子商務學報

卷期/出版年月

19卷2期（2017 / 12 / 01）

页次

147 - 176

内容语文

繁體中文
中文摘要

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。
英文摘要

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.
主题分类 人文學 > 人文學綜合
基礎與應用科學 > 資訊科學
基礎與應用科學 > 統計
社會科學 > 社會科學綜合
参考文献
  1. Andreu, L.,Sánchez, I.,Mele, C.(2010).Value co-creation among retailers and consumers: New insights into the furniture market.Journal of Retailing and Consumer Services,17(4),241-250.
  2. Armstrong, J. S.,Overton, T. S.(1977).Estimating nonresponse bias in mail surveys.Journal of Marketing Research,14,396-402.
  3. Auh, S.,Bell, S. J.,McLeod, C. S.,Shih, E.(2007).Co-production and customer loyalty in financial services.Journal of Retailing,83(3),359-370.
  4. Babbie, E.(2004).The practice of social research.Belmont, CA:Thomson Wadsworth.
  5. Bateson, J. E. G.(1985).Self-service consumer: An exploratory study.Journal of Retailing,61(3),49-76.
  6. Bendapudi, N.,Leone, R. P.(2003).Psychological implications of customer participation in co-production.Journal of Marketing,67(1),14-28.
  7. Bettencourt, L. A.,Ostrom, A. L.,Brown, S. W.,Roundtree, R. I.(2002).Client coproduction in knowledge-intensive business services.California Management Review,44(4),100-128.
  8. Bhuian, S. N.(1997).Saudi consumers' attitudes towards European, US and Japanese products and marketing practices.European Journal of Marketing,31(7),467-486.
  9. Blazevic, V.,Lievens, A.(2008).Managing innovation through customer coproduced knowledge in electronic services: An exploratory study.Journal of the Academy of Marketing Science,36(1),138-151.
  10. Brown, T. J.,Barry, T. E.,Dacin, P. A.,Gunst, R. F.(2005).Spreading the word: Investigating antecedents of consumers' positive word-of-mouth intentions and behaviors in a retailing context.Journal of the Academy of Marketing Science,33(2),123-138.
  11. Büschken, J.(2007).Determinants of brand advertising efficiency: Evidence from the german car market.Journal of Advertising,36(3),51-73.
  12. Çelik, H. E.,Yilmaz, V.(2011).Extending the technology acceptance model for adoption of e-shopping by consumers in Turkey.Journal of Electronic Commerce Research,12(2),152-164.
  13. Chen, J. S.,Tsou, H. T.,Ching, R. K. H.(2011).Co-production and its effects on service innovation.Industrial Marketing Management,40(8),1331-1346.
  14. Cheung, M. F. Y.,To, W. M.(2011).Customer involvement and perceptions: The moderating role of customer co-production.Journal of Retailing and Consumer Services,18,271-277.
  15. Chin, W. W.(1998).Issues and opinion on structural equation modeling.Management Information Systems Quarterly,22(1),7-16.
  16. Chiu, G. H.,Chang, Y. S.(2006).A study of the impact of on-line game emotion value creation on players' switching behavior.Proceedings of the Asia-Pacific Conference on Library and Information Education and Practice (A-LIEP 2006),Singapore:
  17. Claycomb, C.,Lengnick-Hall, C. A.,Inks, L.W.(2001).The customer as a productive resource: A pilot study and strategic implications.Journal of Business Strategies,18(1),47-69.
  18. Davis, S. M.(1989).From "future perfect": Mass customizing.Planning Review,17(2),16-21.
  19. Dellaert, B. G. C.,Dabholkar, P. A.(2009).Increasing the attractiveness of mass customization: The role of complementary on-line services and range of options.International Journal of Electronic Commerce,13(3),43-70.
  20. DeLone, W. H.,McLean, E. R.(2003).The DeLone and McLean model of information systems success: A ten-year update.Journal of Management Information Systems,19(4),9-30.
  21. Denzin, N. K.(Ed.),Lincoln, Y. S.(Ed.)(2000).Handbook of qualitative research.Thousand Oaks, CA:SAGE.
  22. Dimitriades, Z. S.(2006).Customer satisfaction, loyalty and commitment in service organizations: Some evidence from Greece.Management Research News,29(12),782-800.
  23. Dowling, G. R.,Staelin, R.(1994).A model of perceived risk and intended risk-handling activity.Journal of Consumer Research,21(1),119-134.
  24. Ertimur, B.,Venkatesh, A.(2010).Opportunism in co-production: Implications for value co-creation.Australasian Marketing Journal,18(4),256-263.
  25. Etgar, M.(2008).A descriptive model of the consumer co-production process.Journal of the Academy of Marketing Science,36(1),97-108.
  26. Fang, X.,Chan, S.,Brzezinski, J.,Xu, S.(2005).Moderating effects of task type on wireless technology acceptance.Journal of Management Information Systems,22(3),123-157.
  27. Fečiková, I.(2004).An index method for measurement of customer satisfaction.The TQM Magazine,16(1),57-66.
  28. Fornell, C.,Larcker D. F.(1981).Evaluating structural equation models with unobservable variables and measurement error.Journal of Marketing Research,18(1),39-50.
  29. Golder, P. N.,Mitra, D.,Moorman, C.(2012).What is quality? An integrative framework of processes and states.Journal of Marketing,76(4),1-23.
  30. Grewal, D.,Krishnan, R.,Baker, J.,Borin, N.(1998).The effect of store name, brand name and price discounts on consumers' evaluations and purchase intentions.Journal of Retailing,74(3),331-340.
  31. Gruen, T. W.,Summers, J. O.,Acito, F.(2000).Relationship marketing activities, commitment, and membership behaviors in professional associations.Journal of Marketing,64(3),34-49.
  32. Gupta, S.,Kim, H. W.(2007).The moderating effect of transaction experience on the decision calculus in on-line repurchase.International Journal of Electronic Commerce,12(1),127-158.
  33. Hair, J. F.,Black, B.,Babin, B.,Anderson, R. E.,Tatham, R. L.(2006).Multivariate data analysis.NJ:Pearson Prentice Hall.
  34. Hawkins, R. P.(Ed.),Wiemann, J. M.(Ed.),Pingree, S.(Ed.)(1988).Advancing communication science: Merging mass and interpersonal processes.Thousand Oaks, CA:SAGE.
  35. Heide, M.,Olsen, S. O.(2011).Co-production and time use. Influence on product evaluation.Appetite,56(1),135-142.
  36. Hennig-Thurau, T.,Gwinner, K. P.,Walsh, G.,Gremler, D. D.(2004).Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the internet?.Journal of Interactive Marketing,18(1),38-52.
  37. Hilton, T.,Hughes, T.(2013).Co-production and self-service: The application of service-dominant logic.Journal of Marketing Management,29(7-8),861-881.
  38. Hoffman, D. L.,Kalsbeek, W. D.,Novak, T. P.(1996).Internet and web use in the United States: Baselines for commercial development.Communications of the ACM,39,36-46.
  39. Hong, J. C.,Hwang, M.Y.,Lu, C. H.,Cheng, C. L.,Lee, Y. C.,Lin, C. L.(2009).Playfulness-based design in educational games: A perspective on an evolutionary contest game.Interactive Learning Environments,17(1),15-35.
  40. Hsu, J. S.,Hung, Y. W.,Chen, Y. H.,Huang, H. H.(2013).Antecedents and consequences of user coproduction in information system development projects.Project Management Journal,44(2),67-87.
  41. Jones, T. O.,Sasser, W. E., Jr.(1995).Why satisfied customer defect.Harvard Business Review,73(6),88-99.
  42. Karakaya, F.,Barnes, N. G.(2010).Impact of online reviews of customer care experience on brand or company selection.Journal of Consumer Marketing,27(5),447-457.
  43. Koufaris, M.(2002).Applying the technology acceptance model and flow theory to online consumer behavior.Information Systems Research,13(2),205-223.
  44. Kwak, D. H.,Clavio, G. E.,Eagleman, A. N.,Kim, K. T.(2010).Exploring the antecedents and consequences of personalizing sport video game experiences.Sport Marketing Quarterly,19(4),217-225.
  45. Lam, S. Y.,Shankar, V.,Erramilli, M. K.,Murthy, B.(2004).Customer value, satisfaction, loyalty, and switching costs: An illustration from a business-to-business service context.Journal of the Academy of Marketing Science,32(3),293-311.
  46. Lancastre, A.,Lages, L. F.(2006).The relationship between buyer and a B2B emarketplace: Cooperation determinants in an electronic market context.Industrial Marketing Management,35(6),774-789.
  47. Lee, J.(2011).Effects of perceived control on college student's evaluation of higher education institutions.Business Education and Accreditation,3(1),51-60.
  48. Lee, J.,Lee, J.,Feick, L.(2001).The impact of switching costs on the customer satisfaction-loyalty link: Mobile phone service in France.Journal of Services Marketing,15(1),35-48.
  49. Lengnick-Hall, C. A.,Claycomb,V.,Inks, L. W.(2000).From recipient to contributor: examining customer roles and experienced outcomes.European Journal of Marketing,34(3/4),359-383.
  50. Liechty, J.,Ramaswamy, V.,Cohen, S. H.(2001).Choice menus for mass customization: An experimental approach for analyzing customer demand with an application to a web-based information service.Journal of Marketing Research,38(2),183-196.
  51. Lukas, B. A.,Ferrell, O. C.(2000).The effect of market orientation on product innovation.Journal of the Academy of Marketing Science,28(2),239-247.
  52. Lusch, R. F.,Brown, S.,Brunswick, G. J.(1992).A generic framework for explaining internal vs. external exchange.Journal of the Academy of Marketing Science,20,119-134.
  53. Lusch, R. F.,Vargo, S. L.,O'Brien, M.(2007).Competing through service: Insights from service-dominant logic.Journal of Retailing,83(1),5-18.
  54. Meyer, J. P.,Allen, N. J.(1984).Testing the "side-bet theory" of organizational commitment: Some methodological considerations.Journal of Applied Psychology,69(3),372-378.
  55. Meyer, J. P.,Allen, N. J.(1997).Commitment in the workplace: Theory, research and application.Thousand Oaks, CA:SAGE.
  56. Möller, K.,Rajala, R.,Westerlund, M.(2008).Service innovation myopia? A new recipe for client-provider value creation.California Management Review,50(3),31-48.
  57. Moon, J. W.,Kim, Y. G.(2001).Extending the TAM for a world-wide-web context.Information and Management,38(4),217-230.
  58. Negash, S.,Ryan, T.,Igbaria, M.(2003).Quality and effectiveness in web-based customer support systems.Information and Management,40(8),757-768.
  59. Pacheco, N. A.,Lunardo, R.,dos Santos, C. P.(2013).A perceived-control based model to understanding the effects of co-production on satisfaction.Brazilian Administration Review,10(2),219-238.
  60. Palmer, E. L.(Ed.),Young, B.(Ed.)(2003).The faces of televisual media: Teaching, violence, selling to children.Mahwah, NJ:Lawrence Erlbaum Associates.
  61. Prahalad, C. K.,Ramaswamy, V.(2004).Co-creation experiences: The next practice in value creation.Journal of Interactive Marketing,18(3),5-14.
  62. Price, L. L.,Arnould, E. J.,Deibler, S. L.(1995).Consumers' emotional responses to service encounters: The influence of the service provider.International Journal of Service Industry Management,6(3),34-63.
  63. Ramírez, R.(1999).Value co-production: Intellectual origins and implications for practice and research.Strategic Management Journal,20(1),49-65.
  64. Ringo, T.(2007).IBM explores new frontiers in collaborative innovation.Research Technology Management,50(5),5-7.
  65. Schneider, B.,Bowen, D. E.(1995).Winning the Service Came.Boston:Harvard Business School Press.
  66. Selnes, F.(1993).An Examination of the effect of product performance on brandreputation, satisfaction and loyalty.European Journal of Marketing,27(9),19-35.
  67. Shadbolt, N.,Hall, W.,Hendler, J. A.,Dutton, W. H.(2013).Web science: A new frontier.Philosophical Transactions A Mathematical, Physical And Engineering Sciences,371(1987)
  68. Sharma, N.,Patterson, P. G.(2000).Switching costs, alternative attractiveness and experience as moderators of relationship commitment in professional, consumer services.International Journal of Service Industry Management,11(5),470-490.
  69. Sigala, M.(2011).eCRM 2.0 applications and trends: The use and perceptions of Greek tourism firms of social networks and intelligence.Computers in Human Behavior,27(2),655-661.
  70. Skjølsvik, T,Løwendahl, B. R.,Kvålshaugen, R.,Fosstenløkken, S. M.(2007).Choosing to learn and learning to choose: Strategies for client co-production and knowledge development.California Management Review,49(3),110-128.
  71. Söderlund, M.,Rosengren, S.(2007).Receiving word-of-mouth from the service customer: An emotion-based effectiveness assessment.Journal of Retailing and Consumer Services,14(2),123-136.
  72. Souitaris, V.,Balabanis, G.(2007).Tailoring online retail strategies to increase customer satisfaction and loyalty.Long Range Planning,40(2),244-261.
  73. Sundar, S. S.,Marathe, S. S.(2010).Personalization versus customization: The importance of agency, privacy, and power usage.Human Communication Research,36(3),298-322.
  74. Swartz, T. A.(Ed.),Iacobucci, D.(Ed.)(2000).Handbook of services marketing and management.Thousand Oaks, CA:SAGE.
  75. Swartz, T. A.(Ed.),Iacobucci, D.(Ed.)(2000).Handbook of services marketing and management.Thousand Oaks, CA.:Sage Publications.
  76. Troye, S. V.,Supphellen, M.(2012).Consumer participation in coproduction: "I made it myself" effects on consumers' sensory perceptions and evaluations of outcome and input product.Journal of Marketing,76(2),33-46.
  77. van Yperen, N. W.,Hamstra, M. R. W.,van der Klauw, M.(2011).To win, or not to lose, at any cost: The impact of achievement goals on cheating.British Journal of Management,22,5-15.
  78. van Yperen, N. W.,Orehek, E.(2013).Achievement goals in the workplace: Conceptualization, prevalence, profiles, and outcomes.Journal of Economic Psychology,38,71-79.
  79. Wang, Y.,Fesenmaier, D. R.(2004).Towards understanding members' general participation in and active contribution to an online travel community.Tourism Management,25(6),709-722.
  80. Wei, Y.,Straub, D. W.,Poddar, A.(2011).The power of many: An assessment of managing internet group purchasing.Journal of Electronic Commerce Research,12(1),19-43.
  81. White, R. W.(1959).Motivation reconsidered: The concept of competence.Psychology Review,66(5),297-333.
  82. Wiener, Y.(1982).Commitment in organizations: A normative view.Academy of Management Review,7(3),418-428.
  83. Wikström, S.(1996).The customer as co-producer.European Journal of Marketing,30(4),6-19.
  84. Wixom, B. H.,Todd, P. A.(2005).A theoretical integration of user satisfaction and technology acceptance.Information Systems Research,16(1),85-102.
  85. Wu, L. W.,Lii, Y. S.,Wang, C. Y.(2015).Managing innovation through co-production in interfirm partnering.Journal of Business Research,68(11),2248-2253.
  86. Xie, C.,Bagozzi, R. P.,Troye, S. V.(2008).Trying to presume: Toward a theory of consumers as co-creators of value.Journal of the Academy of Marketing Science,36(1),109-122.
  87. Yang, Y. C.(2012).High-involvement human resource practices, affective commitment, and organizational citizenship behaviors.The Service Industries Journal,32(8),1209-1227.
  88. Zeithaml, V. A.,Bitner, M. J.,Gremler, D. D.(2005).Service marketing: Integrating customer focus across the firm.Boston:McGraw-Hill/Irwin.
  89. Zhang, J.,Pantula, S. G.,Boos, D. D.(1991).Robust methods for testing the pattern of a single covariance matrix.Biometrika,78(4),787-795.
被引用次数
  1. 賴靖憲,陳品全,陳宜棻(2023)。無時無刻置身在影像世界－以方法目的鏈探討使用虛擬實境裝置進行生活娛樂意願之因素。電子商務學報，25(1)，1-36。
  2. (2024)。室內設計VR預設用途與客製服務意願關係之研究。管理資訊計算，13(2)，10-31。
print cancel