| Summary: | 碩士 === 國立雲林科技大學 === 企業管理系 === 104 === The past research about co-creation almost focused on the discussion of benefit and value of co-creation for company and user; however, it seems there is less further research discussing that what kinds of a user a company should choose to create products and services, and what kind of user country of origin should to do co-creation. If a company brand has high reputation means that it will have a competitive advantage over others, and do co-creation can ensure the products have a certain level and quality because of the industry-related reputation.
After research reviewed, we define the value chain of co-creation, and we distinguish the brands into different products. We then define “co-creation evaluation” and “purchase intention”. In this study, we add “country of origin” to examine the moderate effect to the value of chain of co-creation. We use “Vietnam” and “Taiwan” to examine Vietnam the country of origin effect of domestic products to Vietnam university students.
Finally, our study found that when company chooses a better brand reputation of the product, it can positively affect the value chain of co-creation. When co-creator chooses a more advanced country (Taiwan) to do co-creation, it's co-creation evaluation is not better than domestic (Vietnam). If company wants to do co-creation with different co-creators, it should choose different characteristics of co-creator with country of origin to plan other strategies for the maximum value of the benefits of co-creation. Besides, company chooses a high image brand can enhance the user country of origin and co-creation evaluation effect. It can maximally affect user country of origin to the value chain of co-creation.
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