顧客與企業夥伴共創行銷價值模式之推論和驗證

Abstract

近年來，「共同創造」已成為企業創新的趨勢之一，過去的研究內容多以顧客共創為主，較少有企業夥伴共創的內容，而更少有關於顧客與企業夥伴共創二者比較的文獻。為探究不同共創價值的內涵，本文以不同創新來源－－顧客與企業夥伴共創嘗試推論一個較完整的共創行銷價值模式。實證研究結果證明：共同創造（相對於公司內部創新）會顯著提升消費者所知覺的產品利益、公司價值以及行銷績效。本研究驗證了顧客和企業夥伴二種共同創造來源的效果，也提出了共創的二階段行銷價值模式，補充了過去實證研究多僅限於顧客共創研究之不足，使此一領域研究面向更為周延完備，進而為共同創造等開放式創新提出了有價值的策略建議。

In recent years, co-creation has become an important approach of business innovation. With the majority of the previous research focusing on customer co-creation, business partner co-creation has received significantly less attention in the past. It is very rare to find the research results in literature regarding the comparison between customer and business partner co-creation. In order to explore the connotation of the values arise from different co-creations, the present research tries to build a hypothesized model to describe the co-creation marketing values of both sources customer co-creation and business partner co-creation. The results of our empirical study prove that co-creation (as opposed to internal innovation) significantly raises consumers' product benefit perceptions, company evaluations, and purchase intention. This investigation evidences the different effects of both co-creation sources and proposes a two-stage marketing value model of co-creation. Our research complements the shortcomings of previous empirical studies that are mostly limited to customer co-creation and makes the research in this field more comprehensive and complete. Finally, this study contributes to invaluable strategies for open innovation decisions in practice.