The effect of country of origin of user co-creation

• Main Authors: Che-Wei Hsu, 許哲偉
• Other Authors: Han-Sheng Lei, Ph.D.
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/52202209032692892536

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.