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誠品與顧客之間價值共創對彼此的影響之研究

為了解決敦南誠品熄燈活動的問題，作者許 強 這樣論述：

Cooperation between enterprises and their customers is an important channel to gain a win-win result. Nowadays, customers also are regarded as the primary cooperators by many enterprises. The values they co-create with enterprises are beneficial to both. Eslite, as one of the representative corpora

tions of the cultural and creative industry in Taiwan, always gives its best to provide customers with a perfect Eslite life experience through a bookstore environment and various business services. Therefore, it has already formed Eslite value in the heart of most Taiwanese. Based on a value co-cre

ation view, this research aims to discover the mutual impacts between Eslite and customers. This study uses perceived value, customer participation, and customer satisfaction to measure a series of aspects related to value co-creation. Quantitative analysis is the primary research method with 243 co

llected questionnaires. By regression analysis, this study discovered that based on value co-creation related to Eslite and customers, (1) perceived value has a significantly positive impact on customer satisfaction, (2) customer participation has a significantly positive impact on customer satisfac

tion, (3) customer participation has a significantly positive impact on perceived value, and (4) perceived value does not have a significantly positive impact on customer participation. Therefore, in the framework of value co-creation, Eslite can improve customers’ perceived value by guiding them to

participate in Eslite events. However, even if customers acquire high perceived value from the cooperation or interactions with Eslite, it does not necessarily mean customers must be willing to participate in Eslite activities continuously. The findings may serve as an insight into the management o

f customer relationships or a guide for future research on Eslite.