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    題名: Transforming smartphone owners into partial employees: The effect of value creation and innovativeness on consumer coproduction behaviour
    作者: 曾祥景
    Lee, Crystal T.
    Hsieh, Sara H.
    Tseng, Timmy H.
    貢獻者: 企管系
    關鍵詞: Commerce;Marketing;Signal encoding;Telephone sets;Co-production;Driving factors;Hedonic values;Mobile marketing;Partial employees;Research studies;Structural equation modelling (SEM);Value creation;Smartphones
    日期: 2014-06
    上傳時間: 2017-08-17 11:23:49 (UTC+8)
    摘要: In recent years new research studies have appeared that tackle the issue of smartphone adoption and acceptance, little is known about the consumer coproduction behaviour of smart phones. Many consumers dedicate to provide feedback to companies, help other consumers in solving problems, advocate and recommend of the product to other consumers; consequently, they are regarded as value co-producers. A better understanding of how the underlying mechanism facilitate consumer coproduction behaviour could be worthwhile to mobile marketing strategies. Our main goal is to understand what the driving factors in deterring consumer coproduction behaviours. This study proposes hedonic and symbolic value of smartphone drive consumer coproduction behaviours. Also, consumers with high innovativeness are more likely to engage in consumer coproduction behaviours. By using structural equation modelling (SEM), the result of this study shows that both symbolic and hedonic value of smartphone give rise to consumer coproduction behaviours through device attachment. The findings of this study also have implications to both marketers and researchers.
    關聯: Proceedings - Pacific Asia Conference on Information Systems, PACIS 2014
    18th Pacific Asia Conference on Information Systems, PACIS 2014; Chengdu; China; 24 June 2014 到 28 June 2014; 代碼 111846
    資料類型: conference
    DOI 連結: http://aisel.aisnet.org/pacis2014/142/
    顯示於類別:[企業管理學系] 會議論文

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