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Title:	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
Authors:	李思壯
Contributors:	吳思華李思壯
Keywords:	價值主張價值主張契合度價值共創 value proposition value proposition accordance value coproduction
Date:	2012
Issue Date:	2013-11-01 11:38:32 (UTC+8)
Abstract:	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。
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Description:	博士國立政治大學科技管理研究所 92359501 101
Source URI:	http://thesis.lib.nccu.edu.tw/record/#G0923595011
Data Type:	thesis
Appears in Collections:	[Graduate Institute of Technology and Innovation Management] Theses

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