Consumer's Intention to Participate in Cocreation of Business Managed Social Media Environment

• Main Authors: Tzu-Yi Kao, 高慈薏
• Other Authors: Ming-Hsien Yang
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/48108886925191968568

博士 === 輔仁大學 === 商學研究所博士班 === 101 === Determining how to effectively encourage and facilitate consumers to utilize social media to co-create value with firms has become an important issue in recent years, but remains ambiguous. In order to help enterprises utilize social media to co-create value with customers, this study views this issue from the interactive experiences and adopts the presence theory, place attachment theory, relationship marketing theory, and consumer empowerment theory. These theories serve as a basis for proposing a model that will explore the extent to which customers voluntarily engage with and contribute to firm-supported social media platforms. This study makes use of nineteen research hypotheses. In order to identify these hypotheses, this study uses a questionnaire survey to collect a sample of 638 respondents. This data is analyzed by using descriptive statistics, one-way ANOVA, reliability and validity analysis, and structural equation modeling and is used to test the proposed hypotheses. The results of this study indicate the following. (1) The consumer’s physical awareness affects perceived dependence, perceived trust, and perceived empowerment positively. (2) The consumer’s awareness of group similarity affects perceived dependence, perceived trust, and perceived empowerment positively, but does not have a significant impact on perceived community identity. (3) The consumer’s awareness of group norms affects perceived community identity, but does not have a significant impact on perceived empowerment. (4) The consumer’s task awareness affects perceived community identity positively, but affects perceived empowerment negatively. (5) The consumer’s perceived trust, perceived community identity, and perceived empowerment have a positive relationship on consumer engagement, but the relationship between perceived dependence and consumer engagement is not significant. (6) The consumer’s perceived identity, perceived trust, and perceived empowerment affects his/her intention to participate in the co-creation of business managed social media environments indirectly. Meanwhile, the consumer’s perceived empowerment also has a direct and positive impact on consumer intention. (7) There is a positive relationship between consumer engagement and consumer intention to participate in the co-creation of business managed social media environments. (8) Individual factors, including creativity and altruism, have a positive impact on the consumer’s intention to participate in the co-creation of business managed social media environments. According to these findings, this study concludes with research implications, managerial implications, research limitations, and future research direction.