隨著國家發展愈來愈進步，愈來愈多人關注如何改善人類生活的動機，人們開始聚集想著解決問題的方式，與其他國家相比，台灣也愈來愈多群體以開發新產品或服務解決當地問題的案例，但成效的展現卻較難得知。本研究針對目前台灣的社群團體形成新產品或服務開發的兩大主因，規範激活理論與鄰近度進行延伸，利用價值觀作為規範激活理論的前置因素，並利用社區依附作為調節變項，探討這些因素對於社群團體開發新產品或服務行為之影響。本研究使用網路問卷調查方式，以台灣地區的社群團體作為研究對象，共回收313份有效問卷，並以階層線性模式進行假設驗證分析。研究結果顯示在價值觀中，自我價值與利他價值對規範激活理論皆有正向顯著影響。規範激活理論中，後果認知對個人規範有正向顯著的影響，而責任歸屬對個人規範不具有顯著的影響。此外，以鄰近度觀點，社會鄰近度與組織鄰近度皆對新產品開發有正向顯著影響；個人規範對新產品開發有正向顯著影響。最後，社區依附對於個人規範與新產品開發之間不具顯著的調節影響。;With the progressive of country′s development, people are paying attention to how to improve the motives of human life increasingly. People are gathering to think about ways to solve problems. Compared with other countries, there are more and more groups in Taiwan to develop new products or services to solve the problems of local issues, but the results are hard to know. This study is aimed at the two main reasons for the formation of new products or services in Taiwan′s community groups, the extension of norm activation model and proximity, the use of values as a pre-factor for norm activation model, and the use of community attachment as a regulatory variable to explore these the impact of factors on the behavior of community groups developing new products or services. This study collected responses from Taiwanese community groups and received 313 effective samples through internet questionnaires. Hierarchical Linear Modeling (HLM) is applied to test the hypotheses of this study. The empirical results indicate the following points. First, in the aspect of values, both egoistic value and altruistic value have a positive and significant impact on the normative activation theory. Second, in the aspect of normative activation theory, awareness of consequences has a positive and significant impact on personal norm, and ascribed responsibility does not have a significant impact on personal norm. Third, in the aspect of proximity, social proximity and organizational proximity have a positive impact on new product development; personal norm have a positive impact on new product development. Finally, community attachment does not have a significant regulatory effect between personal norm and new product development.
