| dc.description.abstract | 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.
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