顧客如何利用網路社群互動促進行為意願：從品牌認同到共同創新

How Consumers Utilize the Interaction in Network Communities to Promote Behavioral Intention: From Brand Identification to Co-Innovation

近年來廠商都開始重視自行建構網路社群與顧客進行互動，並透過以上互動來促進顧客之行為意願。本研究主要探討：「由顧客對網路社群所屬的廠商品牌認同往上延伸到顧客－廠商的共同創新如何強化上述網路社群互動與行為意願之關係」。本研究以35家台灣數位內容廠商所屬的網路社群為例，2018年4月將各廠商所屬之872位網路社群顧客填答問卷作為跨層次迴歸分析之資料來源。本研究之發現與貢獻如下：1、網路社群互動會促進顧客之行為意願；2、顧客對網路社群所屬的廠商品牌認同會正向強化網路社群互動與行為意願之關係；3、顧客－廠商共同創新的跨層次效果會促進顧客之行為意願；4、顧客－廠商共同創新的跨層次效果會正向強化網路社群互動與行為意願之關係。對提高顧客行為意願而言，數位內容廠商除了加強與網路社群顧客之互動外，重視品牌認同感的提升以及與顧客共同進行創新亦是不容忽視的解決方案。

In recent years, firms have paid attention to the building and operation of their affiliated network communities and emphasized the topic that consumers' interaction in network communities would promote behavioral intention. This study thus explores whether and how consumers' brand identification of firm and consumer-firm co-innovation respectively strengthen the consequences of consumers' interaction in network communities toward behavioral intention. This study tests hypotheses by using a sample of 872 consumers from the network communities affiliated to 35 Taiwanese digital content firms with data collected from the responses to a mailed survey in April 2018. The results show that consumers' interaction in network communities can promote behavioral intention. Consumers' brand identification of firm amplifies the positive relationship between consumers' interaction in network communities and their behavioral intentions. Moreover, the cross-level effect of consumer-firm co-innovation also promotes consumers' behavioral intentions. Furthermore, the cross-level effect of consumer-firm co-innovation amplifies the positive relationship between consumers' interaction in network communities and their behavioral intentions. To promote consumers' behavioral intentions, managers in charge of network communities must realize that enhancing consumers' brand identification of firm and implementing co-innovation with consumers are good solutions while their firms attempt to use network communities for interacting with consumers.