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題名 消費者參與Youtuber 自創新品開發之研究： 價值共創與顧客投入觀點
The Study of Consumer Participation in YouTubers’ New Product Development：Perspectives on Value-Cocreation and Customer Engagement作者 趙立媗
Chao, Li-Hsuan貢獻者 白佩玉
Bai, Pei-Yu
趙立媗
Chao, Li-Hsuan關鍵詞 價值共創
顧客投入
YouTuber 自創品牌
新商品開發
Value co-creation
Customer engagement
YouTuber self-owned brand
New product development日期 2022 上傳時間 2-九月-2022 15:48:49 (UTC+8) 摘要 YouTube在台灣的影響力不容小覷，台灣YouTube能擁有今日的成績，可歸功於一群專職在YouTube平台上經營頻道的影音創作者，或稱YouTuber。近期研究者發現YouTuber紛紛創立自創品牌，將YouTuber獨有的品牌價值帶入自創品牌。YouTuber古娃娃自創品牌WA!COOKIES採用價值共創及顧客投入理念進行新品開發，極具有獨特性，因此本研究以古娃娃自創品牌為研究個案，期望了解以下研究問題：1. 不同族群之消費者對YouTuber及YouTuber自創品牌的喜好有何關聯。2. 不同族群之消費者於YouTuber關聯社群上顧客投入有何差異。3. 不同族群之消費者為何參與新品開發價值共創活動。4. 不同族群之消費者對新品開發價值共創活動的看法有何異同。5. 新品開發價值共創活動對顧客的興趣、認同及購買意願有何影響。本研究以質性研究方法中的深度訪談法，透過事前篩選問卷搜集符合基本條件之受訪者，再搭配本研究設計之顧客區間圖將受訪者分為7大類族群，各族群邀請一至二位受訪者共8位受訪者參與半結構式訪談。經訪談及研究分析得出以下結論：（一）消費者喜歡YouTuber自創品牌形象並不能直接影響消費者連帶喜歡品牌商品。（二）消費者對YouTuber關聯社群的內容有興趣，但缺乏主動閱覽的誘因，且有參與共創之高購買頻率顧客及中購買頻率顧客的顧客投入程度較高。（三）新品開發價值共創活動的設計、主題及選項影響多數消費者的顧客投入動機。（四）新品開發價值共創活動會刺激多數消費者的購買意願，但購買決策點仍須回到價格及口味偏好。（五）新品開發價值共創活動使消費者感到被品牌重視，多數消費者認為新品開發價值共創活動可增加對品牌的喜好及認同。根據研究發現，本研究提出三項實務建議，提供YouTuber自創品牌作為未來經營參考。研究發現：（一）有些消費者雖未曾購買但持續參與新品開發價值共創活動，品牌應將此視為機會點，積極互動以將其轉化為購買者。（二）品牌應透過顧客回流活動提高顧客投入，在留住忠實顧客的同時，也應提高一般顧客及流失顧客的顧客投入。（三）YouTuber應透過定期互動使YouTuber關聯社群保持活躍，誘發消費者主動閱覽，進而使消費者持續投入YouTuber關聯社群內的新品開發價值共創活動，使新品開發價值共創持續為品牌創造價值。
YouTube has a great impact in Taiwan, owing to the YouTubers, the people creating video content on YouTube. In recent years, YouTubers started to create their self-owned brands from their personal brand values. WA!COOKIES, the self-owned brand of YouTuber Wawaku, adopted the concept of value co-creation and customer engagement in the new product development, and it is thought to be a unique case. Thus, this study takes WA!COOKIES as an example and tries to look deep into the following questions:1. What is the connection between the preference for YouTubers and the preference for self-owned brands of YouTubers in the perspectives of different groups of consumers?2. What are the differences in customer engagement in YouTuber-related communities among different groups of consumers?3. What are the motivations that different groups of consumers engage in the value co-creation of new product development?4. How different do different groups of consumers think about the value co-creation of new product development?5. How does the value co-creation of new product development affect the customers’ interest, cognition, and purchasing intention?The study adopts the in-depth interview method, starting with a pretesting questionnaire to find qualified participants. Then the researcher categorizes qualified participants into seven groups with the customer interval map designed by this study. The researcher invites one to two participants to attend the semi-structured interviews in each group. A total of 8 participants were interviewed. The study`s findings include:(1) Consumers’ preference for the brand image of the YouTuber`s self-owned brand will not lead to consumers’ preference for the products of the YouTuber`s self-owned brand.(2) Consumers are interested in the content of YouTuber-related communities but lack incentives to read. In addition, customers with high purchase frequency and medium purchase frequency who have participated in the value co-creation of new product development have a high degree of customer engagement.(3) The design of themes and choices of the value co-creation of new product development affects most consumers` motivation for customer engagement.(4) The value co-creation of new product development will stimulate the purchasing intention of most consumers, but the purchase decision relates to monetary reasons.(5) The value co-creation of new product development makes consumers feel valued by YouTubers’ self-owned brands. Most consumers agree that the co-creation of new product development increases their interest and cognition in YouTubers’ self-owned brands.The study concludes with three recommendations for future research and YouTuber self-owned brands. First, the study found that some non-customers participate in the value co-creation of new product development. WA!COOKIES should try to interact with them and convert non-customers into customers. Second, customer engagement is decreasing in the value co-creation of the new product development of WA!COOKIES. While keeping loyal customers, WA!COOKIES should also increase customer engagement with normal customers and lost customers. Third, to keep the customers engaged in the value co-creation of new product development held in the YouTuber-related community, Wakaku, and WA!COOKIES should maintain the activeness of the YouTuber-related community through regular consumer interactions. Thus, the co-creation of new product development can continue to create value for the YouTubers’ self-owned brand.參考文獻 1. 外文文獻Appelbaum, A. (2001). The constant consumer. Retrieved April 30, 2022 from https://news.gallup.com/businessjournal/745/Constant-Customer.aspx.Behnam, M., Hollebeek, L. D., Clark, M. K., & Farabi, R. (2021). Exploring customer engagement in the product vs. service context. 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California management review, 43 (4), 118-142.2. 中文文獻西口一希 (2020). 《讓大眾小眾都買單的單一顧客分析法》. 陳冠貴譯.. 台北市：采實文化。鈕文英 (2021). 《研究方法與設計—量化、質性與混合方法取向》. 台北市：雙葉書廊有限公司。張筱祺 (2021)。2021台灣社群與通訊使用行為調查–社群媒體與通訊軟體。財團法人資訊工業策進會 產業情報研究所(MIC)。Noxinfluencer (2022). 古娃娃WawaKuYouTube網紅頻道詳情數據與分析報告. 引用日期：2022年5月25日。取自： https://tw.noxinfluencer.com/youtube/channel/UCVw4CvsOUuVJpFyW_VPnIBQ。WA!COOKIES (2021). 會員制度. 引用日期：2022年5月25日。取自： https://www.wacookies.com/pages/%E6%9C%83%E5%93%A1%E5%88%B6%E5%BA%A6。WA!COOKIES (2019). 品牌故事. 引用日期：2022年5月25日。取自： https://www.wacookies.com/pages/%E5%93%81%E7%89%8C%E6%95%85%E4%BA%8B。WA!COOKIES (2020). -wa奶茶曲奇的誕生｜研發過程大公開. 引用日期：2022年5月25日。取自： https://www.wacookies.com/blog/posts/%E3%80%90-wa%E5%A5%B6%E8%8C%B6%E6%9B%B2%E5%A5%87%E7%9A%84%E8%AA%95%E7%94%9F%EF%BD%9C%E7%A0%94%E7%99%BC%E9%81%8E%E7%A8%8B%E5%A4%A7%E5%85%AC%E9%96%8B%E3%80%91。蘇楓雅 (2021)。用1歐元加入會員就能參與生產線決策！這個品牌為何讓消費者當家作主？。食力。引用日期：2021年11月2日。取自：https://www.foodnext.net/column/columnist/paper/5111616013。 描述 碩士
國立政治大學
企業管理研究所(MBA學位學程)
109363014資料來源 http://thesis.lib.nccu.edu.tw/record/#G0109363014 資料類型 thesis dc.contributor.advisor 白佩玉 zh_TW dc.contributor.advisor Bai, Pei-Yu en_US dc.contributor.author (作者) 趙立媗 zh_TW dc.contributor.author (作者) Chao, Li-Hsuan en_US dc.creator (作者) 趙立媗 zh_TW dc.creator (作者) Chao, Li-Hsuan en_US dc.date (日期) 2022 en_US dc.date.accessioned 2-九月-2022 15:48:49 (UTC+8) - dc.date.available 2-九月-2022 15:48:49 (UTC+8) - dc.date.issued (上傳時間) 2-九月-2022 15:48:49 (UTC+8) - dc.identifier (其他 識別碼) G0109363014 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/141848 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 企業管理研究所(MBA學位學程) zh_TW dc.description (描述) 109363014 zh_TW dc.description.abstract (摘要) YouTube在台灣的影響力不容小覷，台灣YouTube能擁有今日的成績，可歸功於一群專職在YouTube平台上經營頻道的影音創作者，或稱YouTuber。近期研究者發現YouTuber紛紛創立自創品牌，將YouTuber獨有的品牌價值帶入自創品牌。YouTuber古娃娃自創品牌WA!COOKIES採用價值共創及顧客投入理念進行新品開發，極具有獨特性，因此本研究以古娃娃自創品牌為研究個案，期望了解以下研究問題：1. 不同族群之消費者對YouTuber及YouTuber自創品牌的喜好有何關聯。2. 不同族群之消費者於YouTuber關聯社群上顧客投入有何差異。3. 不同族群之消費者為何參與新品開發價值共創活動。4. 不同族群之消費者對新品開發價值共創活動的看法有何異同。5. 新品開發價值共創活動對顧客的興趣、認同及購買意願有何影響。本研究以質性研究方法中的深度訪談法，透過事前篩選問卷搜集符合基本條件之受訪者，再搭配本研究設計之顧客區間圖將受訪者分為7大類族群，各族群邀請一至二位受訪者共8位受訪者參與半結構式訪談。經訪談及研究分析得出以下結論：（一）消費者喜歡YouTuber自創品牌形象並不能直接影響消費者連帶喜歡品牌商品。（二）消費者對YouTuber關聯社群的內容有興趣，但缺乏主動閱覽的誘因，且有參與共創之高購買頻率顧客及中購買頻率顧客的顧客投入程度較高。（三）新品開發價值共創活動的設計、主題及選項影響多數消費者的顧客投入動機。（四）新品開發價值共創活動會刺激多數消費者的購買意願，但購買決策點仍須回到價格及口味偏好。（五）新品開發價值共創活動使消費者感到被品牌重視，多數消費者認為新品開發價值共創活動可增加對品牌的喜好及認同。根據研究發現，本研究提出三項實務建議，提供YouTuber自創品牌作為未來經營參考。研究發現：（一）有些消費者雖未曾購買但持續參與新品開發價值共創活動，品牌應將此視為機會點，積極互動以將其轉化為購買者。（二）品牌應透過顧客回流活動提高顧客投入，在留住忠實顧客的同時，也應提高一般顧客及流失顧客的顧客投入。（三）YouTuber應透過定期互動使YouTuber關聯社群保持活躍，誘發消費者主動閱覽，進而使消費者持續投入YouTuber關聯社群內的新品開發價值共創活動，使新品開發價值共創持續為品牌創造價值。 zh_TW dc.description.abstract (摘要) YouTube has a great impact in Taiwan, owing to the YouTubers, the people creating video content on YouTube. In recent years, YouTubers started to create their self-owned brands from their personal brand values. WA!COOKIES, the self-owned brand of YouTuber Wawaku, adopted the concept of value co-creation and customer engagement in the new product development, and it is thought to be a unique case. Thus, this study takes WA!COOKIES as an example and tries to look deep into the following questions:1. What is the connection between the preference for YouTubers and the preference for self-owned brands of YouTubers in the perspectives of different groups of consumers?2. What are the differences in customer engagement in YouTuber-related communities among different groups of consumers?3. What are the motivations that different groups of consumers engage in the value co-creation of new product development?4. How different do different groups of consumers think about the value co-creation of new product development?5. How does the value co-creation of new product development affect the customers’ interest, cognition, and purchasing intention?The study adopts the in-depth interview method, starting with a pretesting questionnaire to find qualified participants. Then the researcher categorizes qualified participants into seven groups with the customer interval map designed by this study. The researcher invites one to two participants to attend the semi-structured interviews in each group. A total of 8 participants were interviewed. The study`s findings include:(1) Consumers’ preference for the brand image of the YouTuber`s self-owned brand will not lead to consumers’ preference for the products of the YouTuber`s self-owned brand.(2) Consumers are interested in the content of YouTuber-related communities but lack incentives to read. In addition, customers with high purchase frequency and medium purchase frequency who have participated in the value co-creation of new product development have a high degree of customer engagement.(3) The design of themes and choices of the value co-creation of new product development affects most consumers` motivation for customer engagement.(4) The value co-creation of new product development will stimulate the purchasing intention of most consumers, but the purchase decision relates to monetary reasons.(5) The value co-creation of new product development makes consumers feel valued by YouTubers’ self-owned brands. Most consumers agree that the co-creation of new product development increases their interest and cognition in YouTubers’ self-owned brands.The study concludes with three recommendations for future research and YouTuber self-owned brands. First, the study found that some non-customers participate in the value co-creation of new product development. WA!COOKIES should try to interact with them and convert non-customers into customers. Second, customer engagement is decreasing in the value co-creation of the new product development of WA!COOKIES. While keeping loyal customers, WA!COOKIES should also increase customer engagement with normal customers and lost customers. Third, to keep the customers engaged in the value co-creation of new product development held in the YouTuber-related community, Wakaku, and WA!COOKIES should maintain the activeness of the YouTuber-related community through regular consumer interactions. Thus, the co-creation of new product development can continue to create value for the YouTubers’ self-owned brand. en_US dc.description.tableofcontents 摘要 IAbstract II目次 IV圖次 V表次 VI第一章 緒論 1第一節 研究背景與動機 1第二節 研究目的與研究問題 5第三節 研究流程 6第二章 文獻探討 10第一節 價值共創 10第二節 顧客投入 16第三節 新品開發中的價值共創 22第四節 顧客分群 24第三章 研究個案 30第一節 YouTuber與YouTube頻道介紹 30第二節 YouTuber創立之Facebook社團 31第三節 古娃娃自創品牌WA!COOKIES 33第四節 WA!COOKIES新品開發價值共創活動 36第四章 研究方法 45第一節 深度訪談法 45第二節 研究設計 46第三節 訪談問題 52第五章 研究分析與討論 55第一節 對YouTuber之認知、喜好及認同 55第二節 參與YouTuber關聯社群之動機及閱覽行為 58第三節 對YouTuber自創品牌的認知、喜好、購買動機及行為 61第四節 參與或未參與新品開發價值共創 之動機及行為 65第五節 新品開發價值共創對消費者的興趣、認同及購買意願之影響 69第六章 結論與建議 73第一節 研究結論 73第二節 實務建議 77第三節 研究限制與後續研究建議79參考文獻 81附錄 86 zh_TW dc.format.extent 6123304 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0109363014 en_US dc.subject (關鍵詞) 價值共創 zh_TW dc.subject (關鍵詞) 顧客投入 zh_TW dc.subject (關鍵詞) YouTuber 自創品牌 zh_TW dc.subject (關鍵詞) 新商品開發 zh_TW dc.subject (關鍵詞) Value co-creation en_US dc.subject (關鍵詞) Customer engagement en_US dc.subject (關鍵詞) YouTuber self-owned brand en_US dc.subject (關鍵詞) New product development en_US dc.title (題名) 消費者參與Youtuber 自創新品開發之研究： 價值共創與顧客投入觀點 zh_TW dc.title (題名) The Study of Consumer Participation in YouTubers’ New Product Development：Perspectives on Value-Cocreation and Customer Engagement en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 1. 外文文獻Appelbaum, A. 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