The Influences of Value Co-creation, Customer Participation on Community Satisfaction and Brand Attitude － Using Facebook Pages as an Example

• Main Authors: Huang, Yu-Chia, 黃于嘉
• Other Authors: 楊千
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/mtrmxs

碩士 === 國立交通大學 === 經營管理研究所 === 101 === Value co-creation, a new business strategy and a new interactive way between enterprises and customers, emphasizes that value is not only provided by enterprises, but also created by both enterprises and customers. “Facebook Page” was launched in 2007, which let Facebook users such as enterprise, organization, and individual can operate the brand business through Facebook. With Facebook becoming a well-known social platform, Facebook Page has become a comprehensive brand marketing tool. Therefore, this study uses “Facebook pages” as a platform of value co-creation and customer participation between enterprises and customers. By using this principles of value co-creation and customer participation to explore the relationship between “value co-creation”, “customer participation”, “community satisfaction”, and “brand attitude”, and to test whether “community satisfaction” is mediator.The results of this research are summarized as follow: (1) In the principles of enterprises’ value co-creation, motivate mechanisms, experience strategy, and community interactivity have significant effects on community satisfaction. (2) In the principles of customer participation, information sharing, cooperative behavior, and loyalty have significant effects on community satisfaction. (3) Community satisfaction has significant effects on brand attitude. (4) Community satisfaction is a mediator not only between value co-creation and community satisfaction but also between customer participation and community satisfaction. Implications of these findings for the principles of value co-creation and customer participation between enterprises and customers are discussed.