服務主導邏輯之共同生產：前置因素與結果因素

Co-Production in Service-Dominant Logic: Antecedents and Consequences

本研究利用資產專屬性，顧客互動品質，決策不確定性，關係利益及荷包佔有率來發展共同生產的整合模型，並藉由此模型探討共同生產的前置因素及結果因素。受測對象是台灣投資服務業的顧客，最後蒐集406 份問卷進行實證研究。模型中的假說乃利用結構方程模式進行檢驗。研究結果顯示資產專屬性，顧客互動品質，決策不確定性會正向影響共同生產，共同生產會正向影響特殊待遇利益，社會利益和信心利益，而關係利益會提高顧客荷包佔有率。

This study draws upon asset specificity, quality of customer interaction, decision-making uncertainty, relational benefits, and share of wallet to develop an integrated model of co-production to investigate the antecedents and consequences of co-production. The study involves collecting and analyzing 406 questionnaires from customers in the investment services industry in Taiwan. Moreover, the hypothesized relationships in the model were tested by using a structural equation model. The results indicate that asset specificity, quality of customer interaction, and decision-making uncertainty positively affect co-production, while co-production affects special treatment as well as social and confidence benefits, such as increased share of wallet.