The impacts of user co-creation on Product Evaluation and Advertising Attitude

• Main Authors: Yi Ting Chen, 陳憶婷
• Other Authors: Chyi Jaw
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/00813543166039284202

碩士 === 國立雲林科技大學 === 企業管理系 === 102 === With the globalization, technology integration, there are more and more tough competitions and narrowing profit of the market. The firms only focus on lowering the cost will bring failed after all, finding new ways of innovation and management are necessary for the firms. Due to the fact that the concept of “co-creating” values with consumer are derived from these conditions. After reviewing the related literature, this study is based on user co-creation to explore consumers’ product evaluation and advertising attitude after co-creating product, advertisement and co-creating both in the same time. Moreover, this study used web-based experiment and between-group design to execute the test, and used regression analysis and ANOVA to verify the hypotheses. The findings lead to the surprising conclusion that the higher level of the co-creator’s characteristic (including art techniques and fame.), increased the effect of the co-creators’ fit on co-creators’ ability and co-creators’ image. Also, it effects consumers’ advertising attitude, the innovation ability of firms and the perceived quality of the product; finally, it increased the effect of purchase intention. This study can lead us to find out the co-creators’ fit on co-creators’ ability, co-creators’ image as a moderator in the co-creators’ value chain. In Study 2, we focus on co-create advertisement, there is a finding that the product category mediate the co-creators’ fit on co-creators’ ability, co-creators’ image.