探討網路社群消費者共同生產行為：以線上遊戲為例

The Antecedents and Consequences of Coproduction: An Empirical Validation of Online Games

為了迎合消費者的需求，線上遊戲開發商逐漸開始透過線上公測，讓消費者共同參與遊戲內容的設計。過去研究對於影響消費者參與共同生產之成因及結果之因素相當有限，因此本研究主要從情境連結、消費者連結及產品連結等三種連結，探討消費者共同生產前置變數，更進一步探討顧客參與共同生產之因素及共同生產對於產品評價與顧客忠誠度之影響。本研究透過便利抽樣蒐集問卷，共回收有效問卷304 份。結果顯示，消費者連結中的知覺控制、成就感及專業知識，產品連結中的有趣性，以及情境連結中的互動性與情感承諾會對共同生產有正向顯著影響，共同生產會進一步影響產品評價及行為忠誠度。此外，產品評價對於行為忠誠度也有顯著影響。

As rapid development of the Internet, online games have mushroomed, and consumershave sufficient information to search for and choose online games, according to individualpreferences. In order to satisfy consumers’ need, online game companies have to providehigh quality product with diverse contents. Besides, online game companies start toallow consumers to participate in the design of the game content. Past research related tothe antecedents and consequences of consumer participation in coproduction is limited.However, the phenomenon of coproduction is crucial for online game companies andconsumers. This study investigated the antecedents of coproduction from consumer link, product link, and situational link, and also explored the influence of consumercoproduction on product evaluation and customer loyalty.Sampling frame is online game players who have ever participated in public betaonline game tests. By using a convenience sampling, a total of 304 copies were usable. Theresults indicated that perceived control, achievement and consumer expertise of consumerlink, playfulness of product link, and interaction and affective commitment of situationallink have positive influences on coproduction, which further affects product evaluation andloyalty. Besides, product evaluation has positive influences on the behavior loyalty.