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論文名稱(中文) 原廠委託設計及代工共創價值探索 - 以 Nike 之 ODM 為例
論文名稱(英文) Exploring the Co-Creation Value of Original Design Manufacturing: A Case of Nike’s ODM
校院名稱 成功大學
系所名稱(中) 企業管理學系碩士在職專班
系所名稱(英) Department of Business Administration (on the job class)
學年度 104
學期 2
出版年 105
研究生(中文) 林時逸
研究生(英文) Shih-Yi Lin
學號 R47031186
學位類別 碩士
語文別 中文
論文頁數 107頁
口試委員 指導教授-葉桂珍
口試委員-張太平
口試委員-張榮庭
口試委員-汪美香
中文關鍵字 共同創造價值  客製化  新技術  產品態度  知覺價值  購買意願 
英文關鍵字 Co-Creation Value  Customization  New Technology  Product Attitude  Perceived Value  Purchase Intension 
學科別分類
中文摘要 隨著網際網路的發達與網路社群的崛起,消費市場的變化多元而快速,產品不再一成不變,消費者對於品質的要求不斷提昇、也不再容易滿足既有的服務,這樣的轉變使得企業過去所擁有的競爭優勢備受挑戰。因此,廠商之間互相合作、跨領域的技術整合變得極為重要,除了不斷創新求進之外,企業必須要開啟利害關係人的共創契機,才能為消費者創造更多的個人體驗與價值,達到擴大市場、創造商機之目的。
  近年來,我們在消費市場上發現,運動鞋領導品牌Nike在其產品中融合共創的概念,掀起了一股風潮:透過Nike ID網站,消費者可依自身需求自行創作與設計喜歡的鞋款,並與他人分享自己的設計供票選及參考;另外也透過新技術的應用,與iPhone等智慧型裝置連結,透過網路平台發起社群運動,擴大喜愛運動者之間的連結,讓產品與個人生活緊密結合,進而加深品牌在市場上的形象與價值,這些趨勢對於替品牌設計代工的ODM廠商而言,具有相當重要的參考價值。故本研究的重點在於:將共創的要素納入產品之中能否滿足客戶與消費者之需求並提昇消費者對產品的價值與購買意願,進而擴大品牌影響力、增加ODM廠商之收益。
  本研究透過個案研究搭配實證分析的方式,以Nike運動鞋與消費者共創為基礎情境,探討新產品搭配客製化與新技術,對於產品態度、知覺價值與購買意願之影響。在實證分析方面,本研究採用實驗設計配合四種不同情境,調查一般消費者對於客製化與新技術這兩種共創方式的感受,研究結果發現:客製化與新技術的共創,分別對享樂型與功能型的產品態度有正向影響,且具有交互作用之效果;此外,客製化與新技術的共創,可透過正向之產品態度提升消費者的知覺價值與購買意願。
  由此可知,共創價值的商業模式可做為運動鞋ODM廠商於開發、設計產品時之參考依據及方向,進而為利害關係人創造更多的價值與利潤。
英文摘要 The main topic of this article is to explore the benefits and effectiveness of co-creation value from the case study of Nike ODM aspect. In decades, we found the concept of co-creation with customers had created new trends in various industrial of global market. In this case, we choose to use customization (Nike ID) and new technology (Nike plus) which analysis the advantage and situation from Nike’s ODM firm: “Feng-Tay enterprises”, to identify the effect of co-creation through experimental design with four different scenarios. According to the data analyses, there are some implications and conclusions to consider:

1. The co-creation of customization and new technology has positive influences on the hedonic and utilitarian product attitudes as well as the interaction effect between the two groups of factors.
2. Positive product attitude has significant mediating effect between the co-creation and consumer’s effect. This finding indicates that ODM firms could take advantage of co-creation concepts to make consumers’ product attitude became better and more positive about the products which represented on hedonic and utilitarian aspects, then both of the consumers’ perceived value and purchase intention would be rise as well.

These conclusions implicated that ODM firms could apply the co-creation elements & concepts in the early development stage to increase perceived value of products and purchase intention of consumers, in order to avoid price competition and create more values / profits for stakeholders in the future.
論文目次 摘要 I
誌謝 VIII
目錄 X
表目錄 XIII
圖目錄 XIV
第一章 緒論 1
第一節 研究背景與動機 1
壹、 研究背景 1
貳、 研究動機 2
第二節 研究目的 3
第三節 研究步驟 4
第二章 文獻探討 6
第一節 共同創造價值 6
壹、 創造價值的定義 6
貳、 共同創造價值的核心觀念 9
參、 共同創造個人經驗價值 11
第二節 產品態度 14
壹、 態度 (Attitude) 的定義 14
貳、 態度的特性與構成要素 15
參、 產品類型 (Product type) 17
肆、 產品態度 (Product attitude) 19
伍、 產品態度的衡量構面 22
第三節 知覺價值 25
壹、 價值 (Value) 的定義 25
貳、 知覺價值 (Perceived Value) 的定義 26
參、 知覺價值的影響要素 27
肆、 知覺價值衡量構面 31
第四節 購買意願 33
壹、 購買意願 (Purchase Intention) 的定義 33
貳、 影響購買意願的要素 34
參、 購買意願之衡量構面 38
第三章 個案公司簡介 40
第一節 公司背景介紹 40
壹、 目前之組織架構 41
貳、 公司治理與稽核 42
第二節 公司成長歷程 43
壹、 1971年~1979年-產能擴充期 43
貳、 1979年~1987年-經營轉型期 43
參、 1988年~1996年-跨國產製期 43
肆、 1997年~2005年-鞋類領域跨越期 44
伍、 2006年~2011年-製造領域拓展期 44
陸、 2012年~現今-自動化技術發展期 44
柒、 歷年營收狀況 46
第三節 目前之跨國營運版圖 48
第四節 公司之核心能力與願景 51
壹、 三大理想訴求 51
貳、 三大核心能力 52
參、 願景與策略 53
肆、 以本個案為例之優勢分析 54
第四章 研究設計 56
第一節 研究架構 56
第二節 實驗設計過程 57
壹、 實驗設計架構 57
貳、 研究產品選擇 57
第三節 問卷設計 59
壹、 情境設計 59
貳、 回應變數之操作性定義與衡量 63
參、 問卷設計內容彙整說明 66
肆、 研究樣本 68
第四節 研究方法 69
第五章 實證分析與討論 72
第一節 樣本結構 72
第二節 因素分析與信度檢定 75
第三節 相關分析 77
第四節 階層迴歸分析 80
第五節 變異數分析 83
第六章 結論與建議 88
第一節 研究結論 88
第二節 研究貢獻 90
第三節 管理意涵 91
第四節 研究限制與未來研究建議 92
壹、 研究限制 92
貳、 後續研究建議 93
參考文獻 95
中文文獻 95
英文文獻 96
附錄:正式問卷 102
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