共創能力、共創氣候對共創價值落實影響之研究: 以群眾募資平台為例

Abstract

本研究提出共創氣候的概念來說明在服務價值的共創中價值落實的過程，在群眾募資平台共創環境，本研究認為參與者的共創能力將塑形一種「共創氣候」，因而影響其價值的落實。因此提出一共創價值落實的模型，建立從共創能力、共創氣候到價值落實之間的關聯性，並以群眾募資平台為例驗證構面間之因果關係，以期能為未來組織進行價值共創的規劃作出建議。也深入探討「共創氣候」於落實價值中所扮演的中介角色，探討共創能力如何藉由公平與信任的氣候進而影響價值的落實。本研究從第一階段進行專家訪談，邀請業界和學術界的專家收集意見並進一步確定創造共創價值背後的影響因子；並於第二階段針對群眾募資平台使用者進行問卷發放，以驗證研究提出之模型假設，共取得有效問卷255份，研究結果確認共創能力、氣候與價值之因果關係，以及氣候所扮演的部分中介角色。

This study proposes the concept of creating a climate to illustrate the process of value implementation in the co-creation of service value, and creates a environment in the crowdfunding platform. This study argues that the co-creation ability of participants will shape a “Co-Creation Climate”. This affects the implementation of co-creation value. Therefore, a model for co-creation value is proposed, and the relationship between co-creation ability, co-creation climate and value implementation is established. The causal relationship between the facets is verified by the example of the crowdfunding platform, in the hope of making recommendations for future organizations. We are also explored in depth the mediating effect of “Co-Creation Climate” in implementing value, and explores how co-creation abilities influence the implementation of value through the climate of fairness and trust. This study conducted expert interviews from the first stage, invited experts from the industry and academia to collect opinions and further determine the impact factors behind the co-creation values; and in the second phase, questionnaires were distributed to users of the crowdfunding platform to verify the research. Based on the proposed model hypothesis, a total of 255 valid questionnaires were obtained. The results confirm the co-creation ability, the causal relationship between climate and value, and the partial mediating role played by climate.