博碩士論文 101423001 詳細資訊




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:6 、訪客IP:3.233.220.21
姓名 林瑋芸(Wei-yun Lin)  查詢紙本館藏   畢業系所 資訊管理學系
論文名稱 探索價值共創行為與幸福感之關聯性─以旅遊業為例
(Exploring the Relationship between Customer Behavior in Value Co-creation and Happiness: An Empirical Study of Travel Industry)
相關論文
★ 網站設計探討—以國內外連鎖飯店集團為例★ 智慧型手機使用者介面與消費者態度之關聯
★ 零售業全通路策略分析 -以Family Mart為例★ 顧客對折扣促銷的評價-探討商店定價策略、促銷語意線索與折扣深度對消費者認知的影響
★ 網路拍賣中外部線索的一致性:在不同的資訊不對稱程度下,起始價格以及賣方聲譽對於拍賣結果影響之探討。★ 影響金融服務業之多重通路使用者評估通路整合性的因素
★ 影響網路口碑行為意圖之因素分析★ 在多通路環境中,實體通路的存在如何影響顧客決策
★ 混合情緒操控與間接體驗產品途徑對消費者之影響-以創新產品為主★ 服務業不同廣告型式的效果如何受消費者性別及代言人類型而改變
★ 消費者於多通路環境下之跨通路搭便車行為之決定因素★ 如何撰寫較好的網路口碑
★ 探討線上環境中互動與故事對廣告效果之影響★ 不同決策特質與搜尋時間壓力下部落格設計與使用者滿意度之探討
★ 主購社群關係與主購經驗分享對網路合購行為因素影響之探討★ 使用者產生內容:展新的比較式廣告手法
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]   [檢視]  [下載]
  1. 本電子論文使用權限為同意立即開放。
  2. 已達開放權限電子全文僅授權使用者為學術研究之目的,進行個人非營利性質之檢索、閱讀、列印。
  3. 請遵守中華民國著作權法之相關規定,切勿任意重製、散佈、改作、轉貼、播送,以免觸法。

摘要(中) 對許多人來說,「幸福感」是人生中一大目標。近幾年來,關於消費過程所傳遞的價值,學者們認為行銷不只是要讓顧客對於商品或是服務更加依賴,更希望能夠使顧客透過消費的過程,讓幸福感得以提升。此外,本研究將進一步探討近年來在消費者行為領域的另一大趨勢_顧客價值價值共創(value co-creation)。經由顧客主動參與價值共創的過程,能夠讓顧客自行完成部分的服務內容(例如:自動櫃員機),或者是與服務提供者共同規劃服務內容,由此可見價值共創在消費者生活中扮演著重要的角色。顧客價值共創的行為明確區分為兩種行為:顧客參與行為、顧客公民行為。本研究將探討這兩種顧客價值共創行為對於消費者的幸福感有何影響。
本研究選擇旅遊業的情境對顧客進行調查。主要研究發現歸納如下:首先,本研究
結果指出,顧客參與行為與顧客公民行為皆顯著地與顧客感知(顧客認為接受到的服務能夠滿足需求的程度、顧客認為對他人有貢獻的感受程度)有正相關。第二,本研究模型當中的兩種顧客感知皆會顯著地正向影響顧客的幸福感,且本研究接著發現這兩種顧客感知對於顧客價值共創與幸福感有顯著的中介效果。此外,集體主義傾向較高的消費者,其對他人有貢獻的感受程度,對於幸福感的正相關程度會較集體主義低的消費者來的強。最後,本研究提供給行銷者管理實務上的建議及未來研究的方向。
摘要(英) It is said that a human being’s ultimate goal is happiness’. Recently, when considering the transformation of consumers through purchasing, it makes sense to consider not only what leads to consumer downfall but also what leads to an especially happy life. Increasingly, value co-creation
plays an important role in our daily life. Customers are actively engaged in value co-creation, either by serving themselves (such as at an ATM) or by cooperating with service providers (e.g., health care). Yi and Gong indicated that there are two types of customer value co-creation behavior: customer participation behavior and customer citizenship behavior. This study examined customers’ in-role participation behavior as well as extra-role citizenship
behavior and their influence on customers’ happiness.
To examine our hypothesis, we chose travel industry as the target industry. The results of this study provide some contributions. First, two kinds of customer behavior in value co-creation are highly positively related to customers’ perception. Second, both customers’
perception was related to happiness/well-being. Third, customers’ perception acts as a mediator between customer behaviors in value co-creation and happiness/well-being. Furthermore, collectivism moderates the relationship between perceived contribution in others’ welfare and happiness/well-being. Finally, this research provides some managerial implications and directions for further research.
關鍵字(中) ★ 顧客價值共創
★ 顧客參與行為
★ 顧客公民行為
★ 幸福感
★ 個人主義
★ 集體主義
關鍵字(英) ★ co-creation
★ customer participation behavior
★ customer citizenship behavior
★ happiness/well-being
★ individualism
★ collectivism
論文目次 1. Introduction ...................................................................................................................... 1
2. Theoretical Background .................................................................................................. 4
2.1. Co-creation ................................................................................................................. 4
2.2. Customer behavior in value co-creation ..................................................................... 4
2.2.1. Customer participation behavior ........................................................................ 5
2.2.2. Customer citizenship behavior ........................................................................... 6
2.3. Perceived achievements in task performance ............................................................. 8
2.3.1. Customer participation behavior and Perceived achievements in task
performance........................................................................................................................ 9
2.4. Perceived contribution in others’ welfare ................................................................. 10
2.4.1. Customer citizenship behavior and Perceived contribution in others’ welfare 11
2.5. Happiness/well-being ............................................................................................... 12
2.5.1. Perceived achievements in task performance and Happiness/well-being ........ 13
2.5.2. Perceived contribution in others’ welfare and Happiness/well-being .............. 14
2.6. Individualism/Collectivism ...................................................................................... 15
2.6.1. Moderating effect of Individualism/Collectivism ............................................ 18
3. Method ............................................................................................................................. 21
3.1. Measure .................................................................................................................... 21
3.1.1. Customer behavior in value co-creation ........................................................... 21
3.1.2. Perceived achievements in task performance ................................................... 21
3.1.3. Perceived contribution in others’ welfare ......................................................... 22
3.1.4. Happiness/well-being ....................................................................................... 22
3.1.5. Individualism/Collectivism .............................................................................. 23
3.2. Sample ...................................................................................................................... 24
4. Analysis and Results ....................................................................................................... 26
4.1. Reliability ................................................................................................................. 26
4.2. Validity ..................................................................................................................... 29
4.3. Hypothesis Testing ................................................................................................... 30
4.3.1. Moderator Testing ............................................................................................ 30
4.4. Mediator Testing ...................................................................................................... 31
5. General Discussion ......................................................................................................... 36
5.1. Conclusion ................................................................................................................ 36
5.2. Managerial Implications ........................................................................................... 38
5.3. Limitations and Future Research .............................................................................. 40
Reference ................................................................................................................................ 42
Appendix A: Questionnaire ................................................................................................... 56
參考文獻 [1]. Aarikka-Stenroos, L. and Jaakkola, E. (2012). “Value co-creation in knowledge
intensive business services: a dyadic perspective on the joint problem solving process”,
Industrial Marketing Management, 41(1), pp. 15-26.
[2]. Ahuvia, A. C. (2008). Wealth, consumption and happiness. The Cambridge Handbook
of Psychology and Economic Behaviour, 199-226.
[3]. Auh, S., Bell, S. J., McLeod, C. S., & Shih, E. (2007). Co-production and customer
loyalty in financial services. Journal of Retailing, 83(3), 359-370.
[4]. Bagozzi, R. P., & Yi, Y. (1988). On the evaluation of structural equation models. Journal
of the academy of Marketing Science, 16(1), 74-94.
[5]. Ballantyne, D. (2004). Dialogue and its role in the development of relationship specific
knowledge. The Journal of Business and Industrial Marketing, 19(2), 114–123.
[6]. Batson, C.D. (1998). Altruism and prosocial behavior. In D.T. Gilbert, S.T. Fiske, & G.
Lindzey (Eds.), The Handbook of Social Psychology, vol. 2, (pp. 282–316). New York:
McGraw-Hill.
[7]. Barrett, Lisa Feldman (1998), Discrete emotions or dimensions? The role of valence
focus and arousal focus. Cognition and Emotion, 12 (4), 579–99.
[8]. Bettencourt, L. A. (1997). Customer voluntary performance: Customers as partners in
service delivery. Journal of Retailing, 73, 383–406.
[9]. Boelhouwer, J., & van Campen, C. (2013). Steering towards happiness in the
Netherlands. Social Indicators Research, 114(1), 59-72.
[10]. Bollen, K. A., & Stine, R. (1990). Direct and indirect effects: Classical and bootstrap
estimates of variability. Sociological Methodology, 20(1), 15-140.
[11]. Bove, L. L., Pervan, S. J., Beatty, S. E., & Shiu, E. (2008). Service worker role in
encouraging customer organizational citizenship behaviors. Journal of Business
Research, 62(7), 698-705.
[12]. Bradley, Margaret M., and Peter J. Lang (1999), Affective Norms for English Words
(ANEW): Instruction Manual and Affective Ratings, Gainesville: University of Florida
Center for Research in Psychophysiology.
[13]. Bresnahan, M. J., Levine, T. R., Shearman, S. M., Lee, S. Y., Park, C. Y., & Kiyomiya,
T. (2005). A multimethod multitrait validity assessment of self‐construal in Japan, Korea,
and the United States. Human Communication Research, 31(1), 33-59.
[14]. Cabral, L. M. (Ed.). (2000). Introduction to industrial organization. MIT press.
[15]. Campbell, A., Converse, P. E., & Rodgers, W. L. (1976). The quality of American life:
Perceptions, evaluations, and satisfactions (Vol. 3508). Russell Sage Foundation.
[16]. Chan, K. W., Yim, C. K., & Lam, S. S. (2010). Is customer participation in value creation
a double-edged sword? Evidence from professional financial services across cultures.
Journal of Marketing, 74(3), 48-64.
[17]. Cherington P. 1937. Marketing marketing. Journal of Marketing, 1(3): 223–225.
[18]. Cherrier, H., & Munoz, C. L. (2007). A reflection on consumers′ happiness: The
relevance of care for others, spiritual reflection, and financial detachment. Journal of
Research for Consumers, (12).
[19]. Chiu, H. C., Hsieh, Y. C., Yeh, H. J., Kuo, C. L., Lee, M., & Yu, D. J. (2011). The
connection between happiness and service businesses: A preliminary study. Journal of
Happiness Studies, 12(5), 841-860.
[20]. Cho, S. Y. (1991). The ugly Koreans are coming. Business Korea, 9(2), 25-31.
[21]. Chung, T. W. (2006). The Moderating Effects of Involvement on the Relationships
among Perceived Service Quality, Customer Satisfaction, and Customer Citizenship
Behavior. Electronic Theses, Treatises and Dissertations. Paper 3613.
[22]. Claycomb, C., Lengnick-Hall, C. A., & Inks, L. W. (2001). The customer as a productive
resource: a pilot study and strategic implications. Journal of Business Strategies, 18(1),
47-69.
[23]. Cropanzano, R., & Mitchell, M. S. (2005). Social exchange theory: An interdisciplinary
review. Journal of Management, 31(6), 874-900.
[24]. Csikszentmihalyi, M., & Hunter, J. (2003). Happiness in everyday life: The uses of
experience sampling. Journal of Happiness Studies, 4(2), 185-199.
[25]. Diener, Ed (1984), Subjective well-being, Psychological Bulletin, 95(3), 542--575.
[26]. Diener, E. (1994). Assessing subjective well-being: Progress and opportunities. Social
Indicators Research, 31(2), 103-157.
[27]. Diener, E., Suh, E. M., Lucas, R. E., & Smith, H. L. (1999). Subjective well-being:
Three decades of progress. Psychological Bulletin, 125(2), 276.
[28]. Diener, E., Kahneman, D., & Schwarz, N. (1999). Foundations of hedonic psychology:
scientific perspectives on enjoyment and suffering. Russell Sage Foundation, New York
[29]. Diener, E., Wirtz, D., Tov, W., Kim-Prieto, C., Choi, D. W., Oishi, S., & Biswas-Diener,
R. (2010). New well-being measures: Short scales to assess flourishing and positive and
negative feelings. Social Indicators Research, 97(2), 143-156.
[30]. Dong, B., Evans, K. R., & Zou, S. (2007). The effects of customer participation in cocreated
service recovery. Journal of the Academy of Marketing Science, 36(1), 123-137.
[31]. Dunn, E. W., Aknin, L. B., & Norton, M. I. (2008). Spending money on others promotes
happiness. Science, 319(5870), 1687-1688.
[32]. Earley, P. C. (1989). Social loafing and collectivism: A comparison of the United States
and the people′s Republic of China. Administrative Science Quarterly, 34, 565-581.
[33]. Easterlin, R. A. (2003). Explaining happiness. Proceedings of the National Academy of
Sciences, 100(19), 11176-11183.
[34]. Emmons, R. A. (1986). Personal strivings: An approach to personality and subjective
well-being. Journal of Personality and Social Psychology, 51(5), 1058.
[35]. Emmons, R. A., & Diener, E. (1986). A goal-affect analysis of everyday situational
choices. Journal of Research in Personality, 20(3), 309-326.
[36]. Ennew, C. T., & Binks, M. R. (1999). Impact of participative service relationships on
quality, satisfaction and retention: An exploratory study. Journal of Business Research,
46(2), 121–132.
[37]. Escalas, J. E., & Bettman, J. R. (2005). Self‐construal, reference groups, and brand
meaning. Journal of Consumer Research, 32(3), 378-389.
[38]. Florida, R. (2002). The rise of the creative class. Basic Books, New York.
[39]. Fornell, C. R., & Larcker, F. F. (1981). Structural equation models with unobservable
variables and measurement error. Journal of Marketing Research, 18, 39-51.
[40]. Frank, R. H. (1985). The demand for unobservable and other nonpositional goods. The
American Economic Review, 101-116.
[41]. Fredrickson, B.L. (2003). Positive emotions and upward spirals in organizational
settings. In K. Cameron, J. Dutton,&R. Quinn (Eds.), Positive organizational
scholarship , 163–175. San Francisco: Berrett-Koehler Publishers.
[42]. Frey, B. S., & Stutzer, A. (2002). Happiness and Economics: How the Economy and
Institutions Affect Human Well-Being. Princeton: University Press.
[43]. Garma, R., & Bove, L. L. (2011). Contributing to well-being: customer citizenship
behaviors directed to service personnel. Journal of Strategic Marketing
[44]. Gasper, K., & Zawadzki, M. J. (2013). Want information? How mood and performance
perceptions alter the perceived value of information and influence information-seeking
behaviors. Motivation and Emotion, 37(2), 308-322.
[45]. Giddens, A. 1998. The third way: The renewal of social democracy. Cambridge, MA:
Polity Press.
[46]. Gilbert, Daniel T. (2006), Stumbling on Happiness, New York: Knopf.
[47]. Gilde, C., et al. (2011). Examining the boundary conditions of customer citizenship
behaviour: a focus on consumption ritual. Journal of Strategic Marketing, 19(7): 619-
631., 19(7), 633-649.
[48]. Goldberg, D.P. & Williams, P. (1988). Users’ guide to the general health questionnaire.
Windsor: NFER-Nelson.
[49]. Groth, M. (2005). Customers as good soldiers: examining citizenship behaviors in
internet service deliveries. Journal of Management, 31(1), 7-27.
[50]. Groth, M., Mertens, D. P., & Murphy, R. O. (2004). Customers as good solidiers:
Extending organizational citizenship behavior research to the customer domain. In D. L.
Turnipseed (Ed.), Handbook of Organizational Citizenship Behavior, 411–430.
Hauppauge, NY: Nova Science Publishers.
[51]. Gruen, T. W. (1995). The outcome set of relationship marketing in consumer markets.
International Business Review, 4(4), 447-469.
[52]. Grissemann, U. S., & Stokburger-Sauer, N. E. (2012). Customer co-creation of travel
services: The role of company support and customer satisfaction with the co-creation
performance. Tourism Management, 33(6), 1483-1492.
[53]. Guo, G., & Zhou, X. (2013). Research on organizational citizenship behavior, trust and
customer citizenship behavior. International Journal of Business and Management,
8(16), 86-90.
[54]. Guo, X., Schwartz, S. J., & Mccabe, B. E. (2008). Aging, gender, and self:
Dimensionality and measurement invariance analysis on self-construal. Self and Identity,
7(1), 1-24.
[55]. Haller, M., & Hadler, M. (2006). How social relations and structures can produce
happiness and unhappiness: An international comparative analysis. Social Indicators
Research, 75(2), 169-216.
[56]. Halstead D, Hartman D, Schmidt S. (1994). Multisource effects on the satisfaction
formation process. Journal of the Academy of Marketing Science, 22(2), 114–129.
[57]. Harrison, J. S., & Wicks, A. C. (2013). Stakeholder theory, value, and firm performance.
Business Ethics Quarterly, 23(1).
[58]. Harbaugh, W. T., Mayr, U., & Burghart, D. R. (2007). Neural responses to taxation and
voluntary giving reveal motives for charitable donations. Science, 316(5831), 1622-
1625.
[59]. Han, J. K., Kim, N., & Srivastava, R. K. (1998). Market orientation and organizational
performance: is innovation a missing link? The Journal of Marketing, 62(October), 30-
45.
[60]. Hirst, M. (2003). Caring-related inequalities in psychological distress in Britain during
the 1990s. Journal of Public Health Medicine, 25, 343–346.
[61]. Hirst, M. (2005). Carer distress: A prospective, population-based study. Social Science
& Medicine, 61, 697–708.
[62]. Hofstede, Geert H. (1980). Culture’s Consequences: International Differences in Work-
Related Values. Newbury Park, CA: Sage Publications.
[63]. Hsieh, S., O′Leary, J. T., & Morrison, A. M. (1994). A comparison of package and nonpackage
travelers from the United Kingdom. Journal of International Consumer
Marketing, 6(3-4), 79-100.
[64]. Jap, S. D., & Anderson, E. (2003). Safeguarding interorganizational performance and
continuity under ex post opportunism. Management Science, 49(12), 1684-1701.
[65]. Jap, S. D., & Ganesan, S. (2000). Control mechanisms and the relationship life cycle:
Implications for safeguarding specific investments and developing commitment.
Journal of Marketing Research, 37(2), 227-245.
[66]. Jones, T. M., & Felps, W. 2013. Shareholder wealth maximization and social welfare: A
utilitarian critique. Business Ethics Quarterly, 23(2), 207-38.
[67]. Kahneman, D., Krueger, A. B., Schkade, D. A., Schwarz, N., & Stone, A. A. (2004). A
survey method for characterizing daily life experience: The day reconstruction method.
Science, 306(5702), 1776-1780.
[68]. Kasser, T., & Sheldon, K. M. (2002). What makes for a merry Christmas? Journal of
Happiness Studies, 3(4), 313-329.
[69]. Keaveney, S. M. (1995). Customer switching behavior in service industries: An
exploratory study. Journal of Marketing, 59(2).
[70]. Kelley, S. W., Donnelly, J. H., & Skinner, S. J. (1990). Customer participation in service
production and delivery. Journal of Retailing, 66, 315–335.
[71]. Kellogg, D. L., Youngdahl, W. E., & Bowen, D. E. (1997). On the relationship between
customer participation and satisfaction: two frameworks. International Journal of
Service Industry Management, 8(3), 206-219.
[72]. King, L. A., & Napa, C. K. (1998). What makes a life good? Journal of Personality and
Social Psychology, 75(1), 156-165.
[73]. Kim, U, Triandis, H. C., Kagitcibasi, C., & Yoon, G. (Eds.) (1994). Individualism and
collectivism: Theoretical and methodological issues Newbury Park, CA: Sage.
[74]. Kyriakopoulos, K., & Moorman, C. (2004). Tradeoffs in marketing exploitation and
exploration strategies: The overlooked role of market orientation. International Journal
of Research in Marketing, 21(3), 219-240.
[75]. Lam, S. S., Chen, X. P., & Schaubroeck, J. (2002). Participative decision making and
employee performance in different cultures: The moderating effects of allocentrism/
diocentrism and efficacy. Academy of Management Journal, 45(5), 905-914.
[76]. Larsen, S. (2007). Aspects of a psychology of the tourist experience. Scandinavian
Journal of Hospitality and Tourism, 7(1), 7–18.
[77]. Layard, R. (2005). Happiness: Lessons from a new science. London: Allen Lane.
[78]. Lengnick-Hall, C. A., Claycomb, V., & Inks, L. W. (2000). From recipient to contributor:
Examining customer roles and experienced outcomes. European Journal of Marketing,
34, 359–383.
[79]. Liljander V, Strandvik T. (1995). The relation between service quality, satisfaction and
intentions. In Managing Service Quality, Kunst P, Lemmink J (eds). Paul Chapman
Publishing Ltd: London; 45–61.
[80]. Liu, W., & Aaker, J. (2008). The happiness of giving: The time‐ask effect. Journal of
Consumer Research, 35(3), 543-557.
[81]. Lockwood, C. M., & MacKinnon, D. P. (1998, March). Bootstrapping the standard error
of the mediated effect. In Proceedings of the 23rd annual meeting of SAS Users Group
International (pp. 997-1002). Cary, NC: SAS Institute, Inc.
[82]. Lusch, R. F., & Vargo, S. L. (2006). Service-dominant logic: reactions, reflections and
refinements. Marketing Theory, 6(3), 281-288.
[83]. Lyubomirsky, S., Sheldon, K. M., & Schkade, D. (2005). Pursuing happiness: The
architecture of sustainable change. Review of General Psychology, 9(2), 111-131.
[84]. Lyubomirsky, S., King, L., & Diener, E. (2005). The benefits of frequent positive affect:
does happiness lead to success? Psychological Bulletin, 131(6), 803-855.
[85]. MacKinnon, D. P., Lockwood, C. M., & Williams, J. (2004). Confidence limits for the
indirect effect: Distribution of the product and resampling methods. Multivariate
Behavioral Research, 39(1), 99-128.
[86]. Maiyaki, A. A. (2013). Moderating effect of individualism/collectivism on the
association between service quality, corporate reputation, perceived value and consumer
behavioural intention. Journal of Marketing & Management, 4(1), 1-20.
[87]. Marks, N. F., Lambert, J. D., & Choi, H. (2002). Transitions to caregiving, gender, and
psychological well-being: A prospective US national study. Journal of Marriage and
the Family, 64, 657–667.
[88]. Markus, H. R., & Kitayama, S. (1991). Culture and the self: Implications for cognition,
emotion, and motivation. Psychological Review, 98(2), 224-253
[89]. Mattis, J. S., Jagers, R. J., Hatcher, C. A., Lawhon, G. D., Murphy, E. J., & Murray, Y.
F. (2000). Religiosity, volunteerism, and community involvement among African
American men: An exploratory analysis. Journal of Community Psychology, 28(4), 391-
406.
[90]. McGowan, Kathleen (2006), The Pleasure Paradox. Psychology Today, (January), 52–
55.
[91]. Merriam-Webster’s Collegiate Dictionary (2009), Springfield, MA: Merriam- Webster.
[92]. Meng, F. (2010). Individualism/collectivism and group travel behavior: a cross-cultural
perspective. International Journal of Culture, Tourism and Hospitality Research, 4(4),
340-351.
[93]. Miller, J. G. (1994). Cultural diversity in the morality of caring: Individually oriented
versus duty-based interpersonal moral codes. Cross-Cultural Research, 28(1), 3-39.
[94]. Mogilner, Cassie, Sepandar D. Kamvar, and Jennifer Aaker (2011), The shifting
meaning of happiness. Social Psychological and Personality Science, 2 (4), 395–402.
[95]. Morgan, M., & Xu, F. (2009). Student travel experiences: Memories and dreams.
Journal of Hospitality Marketing & Management, 18(2), 216–236.
[96]. Moynihan, D. P., Pandey, S. K., & Wright, B. E. (2012). Prosocial values and
performance management theory: linking perceived social impact and performance
information use. Governance, 25(3), 463-483.
[97]. Myers, D. G., & Diener, E. (1995). Who is happy? Psychological Science, 6(1), 10-19.
[98]. Myers. D. G. (1992), The Pursuit of Happiness: Who Is Happy—and Why? New York:
Morrow.
[99]. Mick, D. G. (2006). Meaning and mattering through transformative consumer research.
Advances in Consumer Research, 33(1), 1-4.
[100]. Morrison, E. W. (1993). Newcomer information seeking: Exploring types, modes,
sources, and outcomes. The Academy of Management Journal, 36, 557–589.
[101]. Morrison, E. W. (1996). Organizational citizenship behavior as a critical link between
HRM practices and service quality. Human-Resource Management, 35(4), 493-512.
[102]. Mustak, M., Jaakkola, E., & Halinen, A. (2013). Customer participation and value
creation: a systematic review and research implications. Managing Service Quality,
23(4), 341-359.
[103]. Nawijn, J., & Peeters, P. M. (2010). Travelling ‘green’: is tourists′ happiness at stake?
Current Issues in Tourism, 13(4), 381-392.
[104]. Nawijn, J. (2011). Happiness through vacationing: Just a temporary boost or long-term
benefits?. Journal of Happiness Studies, 12(4), 651-665.
[105]. Nicolao, L., Irwin, J. R., & Goodman, J. K. (2009). Happiness for sale: do experiential
purchases make consumers happier than material purchases? Journal of Consumer
Research, 36(2), 188-198.
[106]. Nunnally, J. C. (1978). Psychometric Theory, New York: McGraw-Hill.
[107]. Olsson, L. E., Friman, M., Pareigis, J., & Edvardsson, B. (2012). Measuring service
experience: Applying the satisfaction with travel scale in public transport. Journal of
Retailing and Consumer Services, 19(4), 413-418.
[108]. Omodei, M. M., & Wearing, A. J. (1990). Need satisfaction and involvement in personal
projects: Toward an integrative model of subjective well-being. Journal of Personality
and social Psychology, 59(4), 762.
[109]. Ouschan, R., Sweeney, J., & Johnson, L. (2006). Customer empowerment and
relationship outcomes in healthcare consultations. European Journal of Marketing,
40(9/10), 1068-1086.
[110]. Oyserman, D. (1993). The lens of personhood: Viewing the self and others in a
multicultural society. Journal of Personality and Social Psychology, 65(5), 993-1009
[111]. Oyserman, D., Coon, H. M., & Kemmelmeier, M. (2002). Rethinking individualism and
collectivism: evaluation of theoretical assumptions and meta-analyses. Psychological
Bulletin, 128(1), 3-72.
[112]. Parboteeah, K. P., Cullen, J. B., & Lim, L. (2004). Formal volunteering: A cross-national
test. Journal of World Business, 39(4), 431-441.
[113]. Patterson, P. G., & Smith, T. (2001). Modeling relationship strength across service types
in an Eastern culture. International Journal of Service Industry Management, 12(2), 90-
113.
[114]. Payne, A. F., Storbacka, K., & Frow, P. (2008). Managing the co-creation of value.
Journal of the Academy of Marketing Science, 36(1), 83-96.
[115]. Podsakoff, P. M., MacKenzie, S. B., Paine, J. B., & Bachrach, D. G. (2000).
Organizational citizenship behaviors: A critical review of the theoretical and empirical
literature and suggestions for future research. Journal of management, 26(3), 513-563.
[116]. Prahalad, C. K., & Ramaswamy, V. (2000). Co-opting customer competence. Harvard
Business Review, 78(1), 79-90.
[117]. Prahalad, C. K., & Ramaswamy, V. (2004). The future of competition: Creating unique
value with customers. Boston, MA: Harvard Business School Press.
[118]. Preacher, K. J., & Hayes, A. F. (2004). SPSS and SAS procedures for estimating indirect
effects in simple mediation models. Behavior Research Methods, Instruments, &
Computers, 36(4), 717-731.
[119]. Preacher, K. J., Rucker, D. D., & Hayes, A. F. (2007). Addressing moderated mediation
hypotheses: Theory, methods, and prescriptions. Multivariate Behavioral Research,
42(1), 185-227.
[120]. Raghunathan, R., & Irwin, J. R. (2001). Walking the hedonic product treadmill: Default
contrast and mood‐based assimilation in judgments of predicted happiness with a target
product. Journal of Consumer Research, 28(3), 355-368.
[121]. Reisinger, Y., & Turner, L. W. (2002). Cultural differences between Asian tourist
markets and Australian hosts, Part 1. Journal of Travel Research, 40(3), 295-315.
[122]. Robinson, S. R., Irmak, C., & Jayachandran, S. (2012). Choice of cause in cause-related
marketing. Journal of Marketing, 76(4), 126-139.
[123]. Rosenbaum, M. S., & Massiah, C. A. (2007). When customers receive support from
other customers: exploring the influence of intercustomer social support on customer
voluntary performance. Journal of Service Research, 9(3), 257-270.
[124]. Russell, James, and Lisa Barrett (1999), Core affect, prototypical emotional episodes,
and other things called emotion: Dissecting the elephant, Journal of Personality and
Social Psychology, 76 (5), 805–19.
[125]. Sandström, S., Edvardsson, B., Kristensson, P., & Magnusson, P. (2008). Value in use
through service experience. Managing Service Quality, 18(2), 112-126.
[126]. Schimmack, U., Oishi, S., & Diener, E. (2005). Individualism: A valid and important
dimension of cultural differences between nations. Personality and Social Psychology
Review, 9(1), 17-31.
[127]. Schwartz, S. H. (1990). Individualism-collectivism critique and proposed refinements.
Journal of Cross-cultural Psychology, 21(2), 139-157.
[128]. Seligman, M. E. (2012). Flourish: A visionary new understanding of happiness and
well-being. Simon and Schuster.
[129]. Sharma, Neeru and Paul G. Patterson (1999). The impact of communication
effectiveness and service quality on relationship commitment in consumer, professional
services. Journal of Services Marketing, 13 (2), 151–70.
[130]. Shaw, G., Bailey, A., & Williams, A. (2011). Aspects of service-dominant logic and its
implications for tourism management: Examples from the hotel industry. Tourism
Management, 32(2), 207-214.
[131]. Sheldon, K. M., & Elliot, A. J. (1999). Goal striving, need satisfaction, and longitudinal
well-being: the self-concordance model. Journal of Personality and Social Psychology,
76(3), 482-497.
[132]. Shrout, P. E., & Bolger, N. (2002). Mediation in experimental and nonexperimental
studies: new procedures and recommendations. Psychological Methods, 7(4), 422-445.
[133]. Singelis, T. M. (1994). The measurement of independent and interdependent selfconstruals.
Personality and Social Psychology Bulletin, 20(5), 580-591.
[134]. Singelis, T. M., Triandis, H. C., Bhawuk, D. P., & Gelfand, M. J. (1995). Horizontal and
vertical dimensions of individualism and collectivism: A theoretical and measurement
refinement. Cross-cultural Research, 29(3), 240-275.
[135]. Sirgy, M. J., Kruger, P. S., Lee, D. J., & Grace, B. Y. (2011). How does a travel trip affect
tourists’ life satisfaction? Journal of Travel Research, 50(3), 261-275.
[136]. Skaggs, B. C., & Youndt, M. (2004). Strategic positioning, human capital, and
performance in service organizations: a customer interaction approach. Strategic
Management Journal, 25(1), 85-99.
[137]. Snyder, M., & Omoto, A. M. (2008). Volunteerism: Social issues perspectives and social
policy implications. Social Issues and Policy Review, 2(1), 1-36.
[138]. Spence, J. T. (1985). Achievement American style: The rewards and costs of
individualism. American Psychologist, 40(12), 1285.-1295
[139]. Tam, J. L. M. (2011). The moderating effects of purchase importance in customer
satisfaction process: An empirical investigation. Journal of Consumer Behaviour, 10(4),
205-215.
[140]. Taras, V., Kirkman, B. L., & Steel, P. (2010). Examining the Impact of Culture′s
Consequences: A three-decade, multilevel, meta-analytic review of Hofstede′s cultural
value dimensions. Journal of Applied Psychology, 95(3), 405-439.
[141]. Taras, V., Sarala, R., Muchinsky, P., Kemmelmeier, M., Singelis, T. M., Avsec, A., ... &
Sinclair, H. C. (2013). Opposite ends of the same stick? Multi-method test of the
dimensionality of individualism and collectivism. Journal of Cross-Cultural
Psychology, 45(2), 213-245.
[142]. Tepper, B. J., Duffy, M. K., Hoobler, J., & Ensley, M. D. (2004). Moderators of the
relationships between coworkers′ organizational citizenship behavior and fellow
employees′ attitudes. Journal of Applied Psychology, 89(3), 455-465.
[143]. Thoits, Peggy A. and Lyndi N. Hewitt (2001), Volunteer work and well-being. Journal
of Health and Social Behavior, 42 (June), 115–131.
[144]. Titmuss, R. 1958. Essays on the welfare state. London: Allen and Unwin.
[145]. Tkach, C., & Lyubomirsky, S. (2006). How do people pursue happiness?: Relating
personality, happiness-increasing strategies, and well-being. Journal of Happiness
Studies, 7(2), 183-225.
[146]. Triandis, H. C. (1994). INDCOL (Unpublished research scale on individualism and
collectivism). Champaign: University of Illinois.
[147]. Triandis, H. C., & Gelfand, M. J. (1998). Converging measurement of horizontal and
vertical individualism and collectivism. Journal of Personality and Social Psychology,
74(1), 118-128.
[148]. Tsai, Jeanne, Brian Knutson, and Helene Fung (2006), Cultural variation in affect
valuation. Journal of Personality and Social Psychology, 90 (2), 288–307.
[149]. Turaga, R. (2011). Serving scoops of positivity: A powerful tool towards manifesting
happiness. The IUP Journal of Soft Skills, 5(3), 50-60.
[150]. Van Boven, L., & Gilovich, T. (2003). To do or to have? That is the question. Journal of
Personality and Social Psychology, 85(6), 1193-1202.
[151]. Varey, R. J. (2010). Marketing means and ends for a sustainable society: A welfare
agenda for transformative change. Journal of Macromarketing, 30(2), 112-126.
[152]. Vargo, S. L., & Lusch, R. F. (2004). Evolving to a new dominant logic for marketing.
Journal of Marketing, 68(1), 1-17.
[153]. Veenhoven. Ruut (1993). Happiness in Nations: Subjective Appreciation of Life in 56
Nation.′i. 1946-1992, RISBO. Studies in Social and Cultural Transformation, no. 2,
Rotterdam: Erasmus University Rotterdam, Netherlands.
[154]. Vohs, K. D., Mead, N. L., & Goode, M. R. (2006). The psychological consequences of
money. Science, 314(5802), 1154-1156.
[155]. Wagner, J. A. (1995). Studies of individualism-collectivism: Effects on cooperation in
groups. Academy of Management Journal, 38(1), 152-173.
[156]. Wagner, J. A., & Moch, M. K. (1986). Individualism-collectivism: Concept and measure.
Group & Organization Management, 11(3), 280-304.
[157]. Wang, Y., Wu, J., & Yang, Z. (2013). Customer participation and project performance:
The mediating role of knowledge sharing in the Chinese telecommunication service
industry, Journal of Business-to-Business Marketing, 20(4), 227-244.
[158]. Wang, Y., & Fesenmaier, D. R. (2004). Towards understanding members’ general
participation in and active contribution to an online travel community. Tourism
Management, 25(6), 709-722.
[159]. Wong, S., & Lau, E. (2001). Understanding the behavior of Hong Kong Chinese tourists
on group tour packages. Journal of Travel Research, 40(1), 57-67.
[160]. Yi, Y., & Gong, T. (2012). Customer value co-creation behavior: Scale development and
validation. Journal of Business Research, 66(9), 1279-1284.
[161]. Yi, Y., Gong, T., & Lee, H. (2013). The impact of other customers on customer
citizenship behavior. Psychology & Marketing, 30(4), 341-356.
[162]. Yi, Y., Nataraajan, R., & Gong, T. (2011). Customer participation and citizenship
behavioral influences on employee performance, satisfaction, commitment, and
turnover intention. Journal of Business Research, 64(1), 87-95.
[163]. Zaiţ, A., & Bertea, P. E. (2011). Methods for testing discriminant validity. Management
& Marketing Journal, 9(2).
[164]. Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (2006). Services marketing: Integrating
customer focus across the firm. MA: McGraw-Hill Companies.
[165]. Zhao, X., Lynch, J. G., & Chen, Q. (2010). Reconsidering Baron and Kenny: Myths and
truths about mediation analysis. Journal of Consumer Research, 37(2), 197-206.
指導教授 謝依靜(Yi-ching Hsieh) 審核日期 2014-7-7
推文 facebook   plurk   twitter   funp   google   live   udn   HD   myshare   reddit   netvibes   friend   youpush   delicious   baidu   
網路書籤 Google bookmarks   del.icio.us   hemidemi   myshare   

若有論文相關問題,請聯絡國立中央大學圖書館推廣服務組 TEL:(03)422-7151轉57407,或E-mail聯絡  - 隱私權政策聲明