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題名 價值主張契合度與價值共創行為關係之研究
A study on the relationship between value proposition accordance and value coproduction behavior作者 李思壯 貢獻者 吳思華
李思壯關鍵詞 價值主張
價值主張契合度
價值共創
value proposition
value proposition accordance
value coproduction日期 2012 上傳時間 1-Nov-2013 11:38:32 (UTC+8) 摘要 網際網路開放、互連的特性使得各種規模的創業者都能使用無遠弗屆的通訊網路串連起世界各地的使用者，也改變了人們思考事業經營模式的方式。使用者的參與成為創新事業經營模式的重心，網路外部性(Katz & Shapiro, 1985)、口碑效應(Arthur & Lane, 1993)、使用者知識貢獻(Sweet, 2001)都成為創業者在構建新事業經營模式時經常觸及的思考點。然而，使用者投入心力參與產品服務的生產流程，則可追溯至網際網路之前，包括提款機(Lovelock & Young, 1979)、組裝式家具(Ramiréz, 1999)等設計，都是事業所精心設計的機制，使顧客在感覺對自身有利的前提下，負擔起價值鏈末端的生產或服務工作。隨著時序演變，網路脈絡下新創事業的價值共創的型態也日趨多元。新創事業往往致力於建立能提供使用者良好體驗的資訊平台，期待使用者在平台上發揮自己的能力，進而注入知識、內容，使平台成為使用者間交換資訊的管道。過往文獻對於價值共創促成因子的探討較少，也多處於理論推演的階段而缺乏實證研究(Lengnick-Hall et al., 2000)。從古典經濟學的觀點，價值共創活動屬於使用者端的活動，其行為的發生與否深受認知價值的影響(Bowman & Ambrosini, 2000)。而價值主張則是描述產品服務價值的一組訊息，使用者對其接受程度越高，就會感受到越高的認知價值，進行價值共創的意願也會隨之提高。惟價值主張一詞過去在學術上尚未經過明確的概念化及操作化程序，難以探討其與其他構念間的關係，因此本研究提出「價值主張契合度」構念，做為探索價值主張與價值共創行為之間的機制，並嘗試在個案研究中尋找線索支持此一構念的重要性。另引用工作價值觀與工作滿意度研究中，內在與外在酬賞的區別對價值主張契合度進行區別，以了解何種類型的價值主張契合度對價值共創行為影響較大。本研究採個案研究策略，透過理論抽樣對兩個特性殊異、但同屬於價值共創的個案進行研究。首先對價值共創歷程進行詳盡的觀察，了解個案中各項價值共創活動的進行，是否均與過去的價值共創相關文獻中所描述者相符; 再從多重資料來源中，尋找證據說明價值主張契合度與價值共創行為之間的關係，並一併探討工作清晰度與自我效能感對價值共創行為的影響，以形成研究命題，供後續研究以質性或量化方法重複檢證。經過多個案的多元資料分析，初步提出研究命題包括 1. 內在價值主張契合度正向影響價值共創參與意願 2. 外在價值主張契合度正向影響價值共創參與意願3. 工作清晰度正向影響價值共創參與意願 4. 價值共創參與意願正向影響價值共創行為 5. 自我效能感正向調節價值共創參與意願與價值共創行為之間的關係。此外，在進行個案研究的過程中，也發現有使用者進行行政管理或參與制度變革的現象，為過去文獻中所尚未提及者，在此名為「深度共創行為」，值得後續研究的進一步探討。從研究結果可以得知，事業欲成功驅動使用者的價值共創意願，必須讓使用者能感受到較高的價值主張契合度，清楚地描述平台制度以及將賦予使用者的任務內涵，使其感受到較高的工作清晰度。至於價值共創參與意願能否落實為價值共創行為，則受到自我效能感的影響，因此吸引對自身能力有信心的使用者加入相當重要。最後，從對深度價值共創的觀察中我們了解到，具有意願及能力參與事業核心事務的使用者，除了遵循事業設計的機制進行共創活動外，也可以協助管理機制的運作，甚至對機制的改良做出貢獻。在研究限制方面，本研究的個案研究對象均為非營利組織，未來仍應嘗試以營利組織做為研究對象對現有的研究命題進行檢證，以確認相關的研究命題的適用性是否會受到事業營利性質的影響。最後，本研究的問卷調查資料分析由於受限於研究的初探性質，僅能做為個案研究策略中多重資料來源的一環，後續研究可進一步在衡量工作的發展上精進，完備量化研究方法的操作，以進一步驗證相關研究命題的有效性。 參考文獻 壹、中文部分王怡棻譯 (2011)，Venkat Ramaswamy & Frncis Gouillart合著：共同創造到底有多厲害，台北：商周出版：城邦文化發行。王瑤芬、洪久賢、林咨攸 (2008)。國際觀光旅館餐飲部員工組織承諾、職涯滿意、工作價值觀、適配度之因果關係研究。觀光休閒學報，14，277-302。王叢桂、羅國英 (2010)。華人工作價值與工作契合度對工作滿意度與組織承諾度的影響。應用心理研究，48，199-238。李月華、丁學敏 (2006)。以顧客為基礎的品牌權益之探討。臺北科技大學學報，39(1)，103-118。沈許真 (2008)。公務人員自我導向學習傾向、網路素養與線上學習成效關係之研究。未出版碩士論文，南投縣，國立暨南大學成人與繼續教育研究所。李思壯 (2008)。網路新創事業之價值主張與價值共創：網路新創事業如何取得競爭優勢，經濟部產業能耐平台科技專案2008年度結案報告。林惠彥、陸洛 (2012)，工作價值之群體差異―全台代表性樣本分析，台灣管理學刊，12(1)，99-116。洪順慶 (2001)。行銷管理。台北市，元照出版公司。陳信宏 (2005)。建構使用者導向之產品價值需求模型研究。未出版碩士論文，雲林縣，國立雲林科技大學工業設計系。陳意文 (2009)。創新產品的資源拼湊與價值實現之研究：採新資源基礎觀點之定性與定量分析。台北市，國立政治大學科技管理研究所未出版博士論文。黃德瑋 (2006)。高科技產品之品牌形象，品牌權益，顧客滿意度，涉入程度與品牌共鳴的關聯性研究 -- 以3C產品為例。未出版碩士論文，南華大學管理科學研究所。顧淑馨譯 (2004)。C.K. 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國立政治大學
科技管理研究所
92359501
101資料來源 http://thesis.lib.nccu.edu.tw/record/#G0923595011 資料類型 thesis dc.contributor.advisor 吳思華 zh_TW dc.contributor.author (Authors) 李思壯 zh_TW dc.creator (作者) 李思壯 zh_TW dc.date (日期) 2012 en_US dc.date.accessioned 1-Nov-2013 11:38:32 (UTC+8) - dc.date.available 1-Nov-2013 11:38:32 (UTC+8) - dc.date.issued (上傳時間) 1-Nov-2013 11:38:32 (UTC+8) - dc.identifier (Other Identifiers) G0923595011 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/61457 - dc.description (描述) 博士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 科技管理研究所 zh_TW dc.description (描述) 92359501 zh_TW dc.description (描述) 101 zh_TW dc.description.abstract (摘要) 網際網路開放、互連的特性使得各種規模的創業者都能使用無遠弗屆的通訊網路串連起世界各地的使用者，也改變了人們思考事業經營模式的方式。使用者的參與成為創新事業經營模式的重心，網路外部性(Katz & Shapiro, 1985)、口碑效應(Arthur & Lane, 1993)、使用者知識貢獻(Sweet, 2001)都成為創業者在構建新事業經營模式時經常觸及的思考點。然而，使用者投入心力參與產品服務的生產流程，則可追溯至網際網路之前，包括提款機(Lovelock & Young, 1979)、組裝式家具(Ramiréz, 1999)等設計，都是事業所精心設計的機制，使顧客在感覺對自身有利的前提下，負擔起價值鏈末端的生產或服務工作。隨著時序演變，網路脈絡下新創事業的價值共創的型態也日趨多元。新創事業往往致力於建立能提供使用者良好體驗的資訊平台，期待使用者在平台上發揮自己的能力，進而注入知識、內容，使平台成為使用者間交換資訊的管道。過往文獻對於價值共創促成因子的探討較少，也多處於理論推演的階段而缺乏實證研究(Lengnick-Hall et al., 2000)。從古典經濟學的觀點，價值共創活動屬於使用者端的活動，其行為的發生與否深受認知價值的影響(Bowman & Ambrosini, 2000)。而價值主張則是描述產品服務價值的一組訊息，使用者對其接受程度越高，就會感受到越高的認知價值，進行價值共創的意願也會隨之提高。惟價值主張一詞過去在學術上尚未經過明確的概念化及操作化程序，難以探討其與其他構念間的關係，因此本研究提出「價值主張契合度」構念，做為探索價值主張與價值共創行為之間的機制，並嘗試在個案研究中尋找線索支持此一構念的重要性。另引用工作價值觀與工作滿意度研究中，內在與外在酬賞的區別對價值主張契合度進行區別，以了解何種類型的價值主張契合度對價值共創行為影響較大。本研究採個案研究策略，透過理論抽樣對兩個特性殊異、但同屬於價值共創的個案進行研究。首先對價值共創歷程進行詳盡的觀察，了解個案中各項價值共創活動的進行，是否均與過去的價值共創相關文獻中所描述者相符; 再從多重資料來源中，尋找證據說明價值主張契合度與價值共創行為之間的關係，並一併探討工作清晰度與自我效能感對價值共創行為的影響，以形成研究命題，供後續研究以質性或量化方法重複檢證。經過多個案的多元資料分析，初步提出研究命題包括 1. 內在價值主張契合度正向影響價值共創參與意願 2. 外在價值主張契合度正向影響價值共創參與意願3. 工作清晰度正向影響價值共創參與意願 4. 價值共創參與意願正向影響價值共創行為 5. 自我效能感正向調節價值共創參與意願與價值共創行為之間的關係。此外，在進行個案研究的過程中，也發現有使用者進行行政管理或參與制度變革的現象，為過去文獻中所尚未提及者，在此名為「深度共創行為」，值得後續研究的進一步探討。從研究結果可以得知，事業欲成功驅動使用者的價值共創意願，必須讓使用者能感受到較高的價值主張契合度，清楚地描述平台制度以及將賦予使用者的任務內涵，使其感受到較高的工作清晰度。至於價值共創參與意願能否落實為價值共創行為，則受到自我效能感的影響，因此吸引對自身能力有信心的使用者加入相當重要。最後，從對深度價值共創的觀察中我們了解到，具有意願及能力參與事業核心事務的使用者，除了遵循事業設計的機制進行共創活動外，也可以協助管理機制的運作，甚至對機制的改良做出貢獻。在研究限制方面，本研究的個案研究對象均為非營利組織，未來仍應嘗試以營利組織做為研究對象對現有的研究命題進行檢證，以確認相關的研究命題的適用性是否會受到事業營利性質的影響。最後，本研究的問卷調查資料分析由於受限於研究的初探性質，僅能做為個案研究策略中多重資料來源的一環，後續研究可進一步在衡量工作的發展上精進，完備量化研究方法的操作，以進一步驗證相關研究命題的有效性。 zh_TW dc.description.tableofcontents 第一章 緒論 9第一節 研究背景 9第二節 研究動機 12第三節 研究目的與問題 17第四節 研究範圍 20第五節 論文章節架構 23第二章 文獻回顧 25第一節 價值主張 25第二節 價值主張契合度 31第三節 價值共創 37第四節 認知工作清晰度 43第五節 自我效能感 45第六節 各構念與價值共創行為之關連性探討 46第七節 小結 49第三章 研究方法 52第一節 研究策略 52第二節 研究對象 53第三節 研究步驟 56第四章 個案研究一：奇幻文化藝術基金會開放式課程計畫 59前言 59第一節 個案概要 61第二節 個案構念呈現 62第三節 構念間關係分析 78第四節 小結 84第五章 個案研究二：「青年發展政策創新」網路論壇 87前言 87第一節 個案概要 90第二節 個案歷程敘述 92第三節 價值共創歷程分析 112第四節 價值共創影響因子分析 127第五節 小結 152第六章 綜合討論 155第一節 價值主張契合度在價值共創活動中的角色 155第二節 個案中的價值共創類型與深度價值共創行為 158第三節 工作清晰度、自我效能感與價值共創行為的其他可能影響因子 161第七章 結論與建議 164第一節 研究結論 164第二節 研究貢獻 168第三節 研究限制 171第四節 後續研究建議 175第五節 實務意涵 177參考文獻 181附錄：問卷設計 191 zh_TW dc.format.extent 1143076 bytes - dc.format.mimetype application/pdf - dc.language.iso en_US - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0923595011 en_US dc.subject (關鍵詞) 價值主張 zh_TW dc.subject (關鍵詞) 價值主張契合度 zh_TW dc.subject (關鍵詞) 價值共創 zh_TW dc.subject (關鍵詞) value proposition en_US dc.subject (關鍵詞) value proposition accordance en_US dc.subject (關鍵詞) value coproduction en_US dc.title (題名) 價值主張契合度與價值共創行為關係之研究 zh_TW dc.title (題名) A study on the relationship between value proposition accordance and value coproduction behavior en_US dc.type (資料類型) thesis en dc.relation.reference (參考文獻) 壹、中文部分王怡棻譯 (2011)，Venkat Ramaswamy & Frncis Gouillart合著：共同創造到底有多厲害，台北：商周出版：城邦文化發行。王瑤芬、洪久賢、林咨攸 (2008)。國際觀光旅館餐飲部員工組織承諾、職涯滿意、工作價值觀、適配度之因果關係研究。觀光休閒學報，14，277-302。王叢桂、羅國英 (2010)。華人工作價值與工作契合度對工作滿意度與組織承諾度的影響。應用心理研究，48，199-238。李月華、丁學敏 (2006)。以顧客為基礎的品牌權益之探討。臺北科技大學學報，39(1)，103-118。沈許真 (2008)。公務人員自我導向學習傾向、網路素養與線上學習成效關係之研究。未出版碩士論文，南投縣，國立暨南大學成人與繼續教育研究所。李思壯 (2008)。網路新創事業之價值主張與價值共創：網路新創事業如何取得競爭優勢，經濟部產業能耐平台科技專案2008年度結案報告。林惠彥、陸洛 (2012)，工作價值之群體差異―全台代表性樣本分析，台灣管理學刊，12(1)，99-116。洪順慶 (2001)。行銷管理。台北市，元照出版公司。陳信宏 (2005)。建構使用者導向之產品價值需求模型研究。未出版碩士論文，雲林縣，國立雲林科技大學工業設計系。陳意文 (2009)。創新產品的資源拼湊與價值實現之研究：採新資源基礎觀點之定性與定量分析。台北市，國立政治大學科技管理研究所未出版博士論文。黃德瑋 (2006)。高科技產品之品牌形象，品牌權益，顧客滿意度，涉入程度與品牌共鳴的關聯性研究 -- 以3C產品為例。未出版碩士論文，南華大學管理科學研究所。顧淑馨譯 (2004)。C.K. 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