線上促銷策略對價值共創之影響

The Influence of Online Promotion Strategy on Value Co-Creation

伴隨著網路購物成為企業及顧客全新的交易模式，網路商店間的競爭亦日趨激烈。然因其無法直接採用人員推銷，促銷工具的運用顯得格外重要，也變成網路行銷之重要利器，而能建立長期且非財務性的效果。至於，共創價值的概念過去多使用在B2B的領域中，在網路的環境裡，更是B2C甚或C2C的互動指標。綜合上述，本研究將網路促銷與共創價值相結合，期能探討企業如何透過網路促銷工具與顧客建立長期且非財務性的關係。本研究蒐集網路促銷手法及共創價值之相關資料，並透過實驗操弄與問卷發放的方式，使用SPSS軟體進行資料分析。研究中收集522份樣本，進行信效度分析、差異性檢定及迴歸分析，且獲致相當高的統計支持。最後本研究也根據研究分析的結果，提出管理意涵、檢討研究限制及未來研究之建議。

With the popularity of online shopping, many product or service providers have begun to lead customers to enjoy services electronically without direct contact with service employees. This shows more customers’ involvement and co-creation is necessary in transaction of today. Besides, promotion, replacing personnel selling, has become the most important weapon in online marketing. This article aims to explore the relationship between firms’ online promotion and participants’ co-creation. By analyzing and testing data, we drew managerial implications, discussed limitations of the study, and proposed some areas for further research.