探討新產品開發之顧客賦權創造模式對消費者購買意圖之影響

以作者查詢圖書館館藏

、以作者查詢臺灣博碩士

、以作者查詢全國書目

、勘誤回報

、線上人數：54

、訪客IP：18.118.121.114

姓名

王巧怡(Chiao-Yi Wang) 查詢紙本館藏

畢業系所

資訊管理學系

論文名稱

探討新產品開發之顧客賦權創造模式對消費者購買意圖之影響

相關論文

★ 半導體二手設備之行銷策略－以應用材料公司為例	★ 從創新擴散角度探討新科技技術行銷策略之影響 —以全球資訊大廠推廣Web Services為例
★ 企業多角化經營策略之研究 ─以某機構拓展資訊應用服務市場為例	★ 汽車產業網站行銷之應用與效益探討研究－以N品牌為例
★ 系統整合業轉型策略之探討--以A公司為例	★ 顧客關係管理系統導入之研究－以A、B公司為例
★ 策略聯盟個案分析－以台灣光碟機廠商為例	★ 資訊教育訓練機構的轉型策略 —以某資訊教育機構為例
★ 組織文化及組織承諾對組織變革影響之研究－以外商銀行與本國銀行資訊部門為例	★ 高階資訊教育市場行銷策略與會員制度之研究-資訊教育產業為例
★ 探討平衡計分卡在售前技術支援部門績效管理的運用 - 以外商資訊科技公司為例	★ 軟體行銷策略與競爭優勢分析－以全球二家資訊大廠為例
★ 綠色供應鏈管理研究-以Ａ公司為例	★ 企業專案管理系統 - 提升專案即時資訊透通性及其效益分析
★ 金融軟體專案管理導入國際專案管理師（PMP）專案管理機制之效益分析	★ 企業轉型與其資源基礎之關係研究及轉型策略之發展-以M公司為例

檔案

[Endnote RIS 格式]

[Bibtex 格式]

[相關文章]

[文章引用]

[完整記錄]

[館藏目錄]

至系統瀏覽論文 ( 永不開放)

摘要(中)

現今之企業皆面臨持續創新及新產品更新速度逐漸加快的壓力，部分企業開始透過新產品開發(new product development; NPD)之策略，找出最具市場機會與影響力之新產品構想，以提升市場消費者對企業銷售產品之購買意圖。傳統企業主導整體新產品開發流程，並銷售由公司設計師設計之產品。而隨著資訊科技以及網際網路不斷地進步與普及，企業得以接觸世界各地顧客之想法與需求，並在新產品開發流程中構想產生之階段，以線上社群為媒介，賦權一般消費者參與新產品開發流程，欲更快、更有效率的發展更好之新產品概念。
本研究探討台灣消費者在接觸企業新產品開發流程中所採取賦權顧客創造（設計）形式之訊息後，如何影響消費者對公司創新能力、顧客導向之知覺及最終如何影響購買意圖。並衡量產品複雜度及消費者之文化導向為個人主義者或集體主義者於其中之調節作用。
本研究採用實驗法，實驗過程以紙本問卷做為填答的媒介，共回收有效問卷193份，進行相關研究資料分析以及研究假說之驗證。實證結果顯示，相較傳統企業於新產品開發流程中採用公司設計師創造之模式，消費者接觸企業於新產品開發流程採取顧客賦權創造模式之訊息時，對該公司創新能力及顧客導向的知覺較高，且消費者對企業創新能力、顧客導向的知覺會正向影響購買意圖。其中，產品複雜度對顧客賦權模式之訊息影響創新能力知覺的關係具有調節效果，企業在新產品開發流程中採用顧客賦權創造策略的知覺創新能力效果會隨產品複雜度的提高則減弱。本研究針對研究結果，提出企業於新產品開發流程中實行顧客賦權之策略時，應考量產品之特性並結合賦權策略於市場中欲達成之效果，以制定適宜之賦權策略。
關鍵字：新產品開發流程、顧客賦權、顧客導向、創新能力、購買意圖。

摘要(英)

Today’s market businesses are increasingly under pressure of continuing to develop innovative products and the updating speed of new product versions. Therefore, several firms started to use new product development (NPD) strategies to identify the most influential and marketable new product ideas, as a consequence enhances the consumers’ purchase intention. Traditionally, companies dominated the overall new product development model, and sold products designed by company designers. With the continuing progress and popularize of Internet and online communities, companies have the ability to contact with consumers’ ideas and needs anywhere in the world. Several companies started to empower their online community members participating the idea generation stage of new product development, trying to develop great new product concepts in a faster and more efficient way.
This study investigated the response by Taiwanese consumer via different firms’ empowerment strategies in NPD. The way company empowered their customer to create (design) in the new product development processes are found to affect consumers’ perceptions of innovation ability and customer orientation of such firms, and these effects ultimately affect consumers’ purchase intention. Additionally, this study measured the moderating effect of product complexity and consumers’ cultural orientation; the latter is divided into individualist or collectivist.
In this study, 193 questionnaires were conducted through experimental design combined with paper-based questionnaires, to conduct relevant research data analysis and hypotheses verification. The empirical results showed that, consumer exposure to the message of company empowering their customer to create (design) in NPD, would perceive the underlying firm as having greater innovation ability and more customer orientated. In addition, consumers’ perception of innovation ability and customer orientation to specific firm would positively affect their purchase intention. The study demonstrated that product complexity plays an important moderating role. The higher the product complexity is, customers’ perception of innovation ability for those firms empowering customers create new product ideas in NPD are lower. Based on research findings, this research proposed firms should consider the product’s features and combining purposes of empowerment strategies to the market, in order to develop appropriate empowerment strategies in NPD.

關鍵字(中)

★ 新產品開發流程
★ 顧客賦權
★ 顧客導向
★ 創新能力
★ 購買意圖

關鍵字(英)

★ new product development
★ customer empowerment
★ customer orientation
★ innovation ability
★ purchase intention

論文目次

第一章緒論1
第一節研究背景與動機1
第二節研究問題與目的3
第三節研究流程4
第二章文獻探討6
第一節新產品開發流程之顧客賦權6
第二節知覺創新能力15
第三節顧客導向20
第四節產品複雜度23
第五節文化導向24
第六節購買意圖28
第三章研究方法30
第一節研究架構30
第二節研究假說32
第三節變數定義與衡量36
第四節研究設計42
第五節資料分析46
第四章資料分析與結果47
第一節前測分析47
第二節樣本結構分析49
第三節信效度分析51
第四節研究假說檢定57
第五章結論與建議 70
第一節研究結論70
第二節管理意涵 73
第三節研究限制75
第四節後續研究建議76
參考文獻78
附錄一：問卷（顧客創造組）89
附錄二：問卷（共同創造組）98
附錄三：問卷（公司創造組）107

參考文獻

中文部分：
Ulrich, K. T. & Eppinger, S. D.(2005)著。張書文、戴華亭譯，產品設計與開發。台北，麥格羅希爾。
林建煌(2009)。行銷管理四版. 台北市: 華泰文化。
郭立欣(2011)，目標導向與尋求回饋行為關連性之研究-以個人/集體主義為調節變項，國立中央大學人力資源管理研究所碩士論文。
張月鳳(2005)。國民小學教師發展班級文化之研究，國立政治大學教育研究所碩士論文。
蕭文龍(2009)。多變量分析最佳入門實用書--SPSS+LISREL(第二版)。
蕭富峰(2008)。消費者行為:智勝文化。
英文部分：
Anastasi, Anne, & Urbina, Susana. (1998). Psychological Testing. New Yotk: Prentice Hall.
Anderson, Erin. (1985). The salesperson as outside agent or employee: A
transaction cost analysis. Marketing Science, 4(3), 234-254.
Bartlett, M. S. (1951). An Inverse Matrix Adjustment Arising in Discriminant Analysis. The Annals of Mathematical Statistics, 22(1), 107-111.
Bellenger, Danny N, & Korgaonkar, Pradeep K. (1980). Profiling the Recreational Shopper. Journal of Retailing, 56(3), 77-92.
Bennett, Roger C., & Cooper, Robert G. (1981). The misuse of marketing: An American tragedy. Business Horizons, 24(6), 51-61.
Booz, A. J., Allen, B. C, & J., Hamilton P. (1982). New Products Management for the 1980s. New York: Booz, Allen and Hamilton, Inc.
Brady, Michael K., & Cronin, J. Joseph. (2001). Customer orientation: Effects on customer service perceptions and outcome behaviors. Journal of Service Research, 3(3), 241-251.
Brown, Tom J., & Dacin, Peter A. (1997). The Company and the Product: Corporate Associations and Consumer Product Responses. Journal of Marketing, 61(1), 68-84.
Bruner, Gordon C., II,, & Hensel, Paul J. (2001). Marketing Scales Handbook. A Compilation of Multi-Item Measures. Chicago: American Marketing Association.
Chesbrough, H. W. (2003). The era of open innovation. Sloan Management Review, 44(3), 35-41.
Chun, Rosa, & Davies, Gary. (2006). The Influence of Corporate Character on Customers and Employees: Exploring Similari- ties and Differences. Journal of the Academy of Marketing Science, 34(2), 138-146.
Cone, E. . (2006). With a little help of my friends. CIO Insight, 74(11), 84-92.
Conger , J . A, & Kanungo , R . N . (1988). The empowerment process: Integrating theory and practice . Academy of Management Review, 3, 471-482.
Dalton, Russell J. (1994). Communists and Democrats: Democratic Attitudes in the Two Germanies. British Journal of Political Science, 24(4), 469-493.
Denegri-Knott, Janice, Zwick, Detlev, & Schroeder, Jonathan E. (2006). Mapping Consumer Power: An Integrative Framework for Marketing and Consumer Research. European Journal of Marketing, 40(9), 950-971.
Dick, Alan, Chakravarti, Dipankar, & Biehal, Gabriel. (1990). Memory-Based Inferences during Consumer Choice. Journal of Consumer Research, 17(1), 82-93.
Dodds, William B., Monroe, Kent B., & Grewal, Dhruv. (1991). Effect of Price, and Store Information on Buyers Product Evaluation. Journal of Marketing Research, 28, 307-319.
Drucker, P.F. (1986). Innovation and Entrepreneurship: Practice: and Principles. Heinemann, London.
Dutta-Bergman, Mohan J., & Wells, William D. (2002). The Values and Lifestyles of Idiocentrics and Allocentrics in an Individualist Culture: A Descriptive Approach. Journal of Consumer Psychology, 12(3), 231-242.
E, Diener, M, Diener, & C., Diener. (1995). Factors predicting the subjective well-being of nations. Journal of Personality and Social Psychology, 69(5), 851-864.
Fishbein, M., & Ajzen, I. (1975). Belief, Attitude, Intentions and Behavior: An Introduction to Theory and Research. Boston, MA: 23.
Franke, Nikolaus, & Piller, Frank. (2004). Value Creation by Toolkits for User Innovation and Design: The Case of the Watch Market. Journal of Product Innovation Management, 21(6), 401-415.
Franke, Nikolaus, Schreier, Martin, & Kaiser, Ulrike. (2010). The “I Designed It Myself” Effect in Mass Customization. Management Science, 56(1), 125-140.
Fuchs, Christoph, Prandelli, Emanuela, & Schreier, Martin. (2010). The Psychological Effects of Empowerment Strategies on Consumers’ Product Demand. Journal of Marketing, 74(January), 65-79.
Fuchs, Christoph, & Schreier, Martin. (2011). Customer Empowerment in New Product Development. Journal of Product Innovation Management, 28(1), 17-32.
Füller, Johann, Jawecki, Gregor, & Mühlbacher, Hans. (2007). Innovation Creation by Online Basketball Communities. Journal of Business Research, 60(1), 60-71.
Gay, Lorraine R. (1992). Educational Research Competencies for Analysis and Application.
Gorodnichenko, Yuriy, & Roland, Gerard. (2011). Individualism, innovation, and long-run growth. Proceedings of the National Academy of Science of the United States of America, 108.
Gürhan-Canli, Zeynep, & Batra, Rajeev. (2004). When Corporate Image Affects Product Evaluations: The Moderating Role of Perceived Risk. Journal of Marketing Research, 41(2), 197-205.
Hair, Joseph F., Tatham, Ronald L., Anderson, Rolph E., & Black, William. (1998). Multivariate Data Analysis
Harrison, Tina, Waite, Kathryn, & Hunter, Gary L. (2006). The internet, information and empowerment. European Journal of Marketing, 40(9/10), 972-993.
Higgins, J. M. (1995). Innovation: the core competence. Planning Review.
Hippel, Eric von. (2005). Democratizing Innovation. Cambridge, MA: MIT Press.
Hippel, Eric von, Jong, Jeroen P.J. de, & Flowers, Stephen. (2012). Comparing Business and Household Sector Innovation in Consumer Prod- ucts: Findings from a Representative Study in the UK. Management Science.
Hippel, Eric von, & Katz, Ralph. (2002). Shifting innovation to users via toolkits. Management Science, 48(7), 821-833.
Hobday, Mike. (1998). Product Complexity, Innovation and Industrial Organization. Research Policy, 26(6), 689-710：.
Hoffman, Richard C. (1999). Organizational innovation: Management influence across cultures. Multinational Business Review, 7(1), 31-49.
Hofstede, Geert. (1980). Culture’s consequences. Beverly Hills, CA: Sage.
Hong, Sung-Tai, & Robert S. Wyer, Jr. (1989). Effects of Country- of-Origin and Product-Attribute Information on Product Evaluation: An Information Processing Perspective. Journal of Consumer Research, 16(2), 175-187.
Hoyer, Wayne D., Chandy, Rajesh, Dorotic, Matilda, Krafft, Manfred, & Singh, Siddharth S. (2010). Consumer Cocreation in New Product Development. Journal of Service Research, 13, 283-296.
Huber, Joel, & McCann, John. (1982). The Impact of Inferential Beliefs on Product Evaluations. Journal of Marketing Research, 19(3), 324.
Hui, C. H. (1988). Measurement of individualism-collectivism. Journal of Research in Personality, 22, 17-36.
Hwang, Alvin, Francesco, Anne Marie, & Kessler, Eric. (2003). The relationship between
individualism-collectivism, face and feedback and learning processes in Hong Kong,. Journal of Cross-Cultural Psychology, 34(1), 72-91.
James W. Dean, Jr, & Bowen, David E. (1994). Management theory and total quality: Improving research and practice through theory development. . Academy of Management Review,, 19(3), 392-418.
Johne, Frederick A. (1984). How Experienced Product Innovators Organize. Journal of Product Innovation Management, 1(4), 210-223.
Kaiser, Henry F. (1974). An Index of Factorial Simplicity. Psychometrika, 39(1), 31-36.
Kotler, & Philip. (2003). Marketing Management, . NJ: Prentice-Hall.
Kotler, P., & Keller, K. L. (2012). Marketing Management, 14/E: Pearson Education.
Kotler, Philip, Keller, K. L., Ang, Swee Hoon, Leong, Siew Meng, & Tan, Chin Tiong. (2009). Marketing Management: An Asian Perspective: Prentice Hall.
Krepapa, Areti, Berthon, Pierre, Webb, Dave, & Pitt, Leyland. (2003). Mind the gap: An analysis of service provider versus customer perceptions of market orientation and the impact on satisfaction. European Journal of Marketing, 37(1), 197 - 218.
Lengnick-Hall, Cynthia A. (1996). Customer Contributions to Quality: A Different View of the Customer-Oriented Firm. The Academy of Management Review, 21(3), 791-824.
Levitt, Theodore. (1960). Marketing Myopia. Harvard Business Review(38), 41-52.
Luo, Xueming, & Bhattacharya, C.B. (2006). Corporate Social Responsibility, Customer Satisfaction, and Market Value. Journal of Marketing, 70(October), 1-18.
Lynch, John G, Jr, Marmorstein, Howard, & Weigold, Michael F. (1988). Choices from Sets Including Remembered Brands: Use of Recalled Attributes and Prior Overall Evaluations. Journal of Consumer Research, 15(2), 169-184.
Majaro, S. (1991). The creative marketer. London: Butterworth-Heinemann Ltd.
Mannix, Elizabeth, & Neale, Margaret A. (2005). What Differences Make a Difference? The Promise and Reality of Diverse Teams in Organizations. Psychological Science in the Public Interest, 6(2), 31-55.
Marilyn, Taylor, Hoyes, Lesley, Lart, Rachel, & Means, Robin. (1992). User Empowerment in Community Care. London: The Policy Press.
Markus, H. , & Kitayama. (1991). Culture and the self: Implications for cognition, emotion, and motivation. Psychological Review,, 98(224-253).
Moorman, Robert H., & Blakely, Gerald L. (1995). Individualism-collectivism as an individual difference
predictor of organizational citizenship behavior. Journal of Organizational Behavior, 16(127), 142.
Moreau, C. Page, Bonney, Leff, & Herd, Kelly B. (2011). It’s the Thought (and the Effort) That Counts: How Customizing for Others Differs from Customizing for Oneself. Journal of Marketing, 75(September), 120-133.
Moreau, C. Page, & Herd, Kelly B. (2010). To Each His Own? How Comparisons with Others Influence Consumers’ Evaluations of Their Self‐Designed Products. Journal of Consumer Research, 36(5), 806-819.
Morwitz, Vicki G, & Schmittlein, David. (1992). Using Segmentation to Improve Sales Forecasts Based on Purchase Intent: Which Intenders Actually Buy? Journal of Marketing Research(November), 391-405.
Nakata, Cheryl, & Sivakumar, K. (1996). National Culture and New Product Development: An Integrative Review. Journal of Marketing, 60(January), 61-72.
Nambisan, Satish, & Nambisan, Priya. (2008). How to Profit From a Better Virtual Customer Environment. Sloan Management Review, 49(3), 53–61.
Nishikawa, Hidehiko, Schreier, Martin, & Ogawa, Susumu. (2013). User-generated versus designer-generated products: A performance assessment at Muji. International Journal of Research in Marketing, 30(2), 160-167.
Novak, Sharon, & Eppinger, Steven D. (2001). Sourcing By Design: Product Complexity and the Supply Chain. Management Science, 47(1), 189-204.
Ogawa, Susunu, & Piller, Frank T. (2006). Reducing the risks of new product development. Sloan Management Review, 47, 2.
Osborn, Alex F. (1963). Applied Imagination. New York: Charles Scribner’s Sons.
Oyserman, D., & Markus, H. R. (1993). The sociocultural self. In J. Suls (Ed.). Psychological perspectives on the self, 4.
Perkins , D ., & Zimmerman , M. (1995). Empowerment theory, research and application . American Journal of Community Psychology, 23(5), 569-579.
Piller, Frank, Schubert, Petra, Koch, Michael, & Möslein, Kathrin. (2005). Overcoming Mass Confusion: Collaborative Customer Co-Design in Online Communities. Journal of Computer-Mediated Communication, 10(4).
Pitt, Leyland F., Watson, Richard T., Berthon, Pierre, Wynn, Donald, & Zinkhan, George. (2006). The Penguin’s Win- dow: Corporate Brands from an Open-Source Perspective. Journal of the Academy of Marketing Science, 34(2), 115-127.
Poetz, Marion K., & Schreier, Martin. (2012). The Value of Crowdsourcing: Can Users Really Compete with Professionals in Generating New Product Ideas? Journal of Product Innovation Management, 29(2), 245-256.
Pommerehne, Werner W. (1990). The empirical relevance of comparative institutional analysis. journal European Economic Review, 34, 458-469.
Prahalad, C.K., & Ramaswamy, Venkatram. (2000). Collaborate with Your Competitors and Win. Harvard Business Review, 78(1), 79-88.
Pru ̈ gl, R., & Schreier, M. (2006). Learning from leading-edge custo- mers at The Sims: Opening up the innovation process using toolkits. R&D Management, 36(3), 237-250.
Ramani, Girish, & Kumar, V. (2008). Interaction Orientation and Firm Performance. Journal of Marketing, 72(1), 27-45.
Rigby, Darell K., & Vishwanath, Vijay. (2006). Localization: The Revolution in Consumer Markets. Harvard Business Review, April, 82-92.
Rindfleisch, Aric, & Moorman, Christine. (2001). The Acquisi- tion and Utilization of Information in New Product Alliances: A Strength-of-Ties Perspective. Journal of Marketing, 65(April), 1-18.
Rogers, Everett. (1995). Diffusion of Innovations. New York: The Free Press.
̈rvi, Hannu Saarija, Kannan, P.K., & Kuusela, Hannu. (2013). Value co-creation: theoretical approaches and practical implications. European Business Review, 25(1), 6-19.
Sawhney, M., G. Verona, and E. Prandelli. 2005. (2005). Collaborating to create: The Internet as a platform for customer engagement in product innovation. Journal of Interactive Marketing, 19(4), 4-17.
Saxe, R., & Weitz., B. A. (1982). The SOCO Scale: A measure of the customer orientation of salespeople. Journal of Marketing Research, 19(3), 343-351.
Schiffman, L. G. , & Kanuk, L. L. (2000). Consumer Behavior. Upper Saddle River, NJ: Prentice Hall.
Schneider, Benjamin, & Bowen, David E. (1995). Winning the service game. Boston: Harvard Business School Press.
Schreier, Martin, Fuchs, Christoph, & Dahl, Darren W. (2012). The Innovation Effect of User Design: Exploring Consumers’ Innovation Perceptions of Firms Selling Products Designed by Users. Journal of Marketing, 76(September), 18-32.
Schulze, Anja, & Hoeg, Martin. (2008). Organizational knowledge creation and the generation of new product ideas: A behavioral approach. Research Policy, 37(10), 1742-1750.
Schumpeter, J. A. (1934). The Theory of Economic Development. Boston: Harvard Business School Press.
Schwartz, Shalom H. (1992). Universals in the content and structure of values: theoretical advances and empirical tests in 20 countries (Vol. 25): Orlando, FL: Academic Press.
Sethi, Rajesh, Smith, Daniel C., & Park, C. Whan. (2001). Cross-functional Product Development Teams and the Innovativeness of New Consumer Products. Journal of Marketing Research, 38, 73-85.
Siano, Alfonso, Vollero, Agostino, & Palazzo, Maria. (2011). Exploring the role of online consumer empowerment in reputation building: Research questions and hypotheses. Journal of Brand Management, 19, 57-71.
Stock, Ruth Maria, & Hoyer, Wayne D. (2005). An Attitude-Behavior Model of Salespeople’s Customer Orientation. Journal of the Academy of Marketing Science, 33(4), 536-552.
Suzuki, Kan-ichiro, Kim, Sang-Hoon, & Bae, Zong-Tae. (2002). Entrepreneurship in Japan and Silicon valley: a comparative study. Technovation, 22(10), 595-606.
Taylor, Mark Zachary, & Wilson, Sean. (2012). Does culture still matter?: The effects of individualism on national innovation rates. Journal of Business Venturing, 27(2), 234-247.
Triandis, H. C. . (1995). Individualism and collectivism: Boulder, CO:Westview Press.
Triandis, H. C., & Bhawuk, D. P. S. (1997). Culture theory and the meaning of relatedness: The New Lexington Press.
Triandis, Harry C., Leung, Kwok, Villareal, Marcelo, & Clack, Felicia L. (1985). Allocentric vs. idiocentric tendencies: Convergent and discriminant validation. Journal of Research in Personality, 19, 395-415.
Troy, Lisa C., Szymanski, David M., & Varadarajan, P. Rajan. (2001). Generating new product ideas: An initial investigation of the role of market information and organizational characteristics. Journal of the Academy of Marketing Science, 29(1), 89-101.
Ulrich, Karl T. . (2007). Design: Creation of Artifacts in Society. Philadelphia: Pontifica Press.
von Hippel, E. (2005). Democratizing Innovation. Cambridge, MA: MIT Press.
Von Hippel, Eric. (2009). Democratizing Innovation: The Evolving Phenomenon of User Innovation. International Journal of Innovation Science, 1(1), 29-40.
Wagner, John A, & Moch, Michael K. Individualism-Collectivism: Concept and Measure. Group and Organization Studies, 11, 280-303.

指導教授

李小梅(Shau-Mei Li)

審核日期

2013-7-22

推文