25 / 414
25
臺大管理論叢
2016/12
第
27
卷 第
1
期
25-62
DOI:10.6226/NTUMR.2016.DEC.C102-011
服務主導邏輯之共同生產：前置因素與結果因素
摘 要
本研究利用資產專屬性，顧客互動品質，決策不確定性，關係利益及荷包佔有率來發展
共同生產的整合模型，並藉由此模型探討共同生產的前置因素及結果因素。受測對象是
台灣投資服務業的顧客，最後蒐集
406
份問卷進行實證研究。模型中的假說乃利用結構
方程模式進行檢驗。研究結果顯示資產專屬性，顧客互動品質，決策不確定性會正向影
響共同生產，共同生產會正向影響特殊待遇利益，社會利益和信心利益，而關係利益會
提高顧客荷包佔有率。
【關鍵字】
共同生產、資產專屬性、顧客互動品質、決策不確定性、關係利益
Abstract
This study draws upon asset specificity, quality of customer interaction, decision-making
uncertainty, relational benefits, and share of wallet to develop an integrated model of
co-production to investigate the antecedents and consequences of co-production. The study
involves collecting and analyzing 406 questionnaires from customers in the investment
services industry in Taiwan. Moreover, the hypothesized relationships in the model were
tested by using a structural equation model. The results indicate that asset specificity, quality
of customer interaction, and decision-making uncertainty positively affect co-production,
while co-production affects special treatment as well as social and confidence benefits, such
as increased share of wallet.
【
Keywords
】
co-production, asset specificity, quality of customer interaction, decision-
making uncertainty, relational benefits
Co-Production in Service-Dominant Logic: Antecedents and
Consequences
吳立偉
/
東海大學國際經營與貿易學系副教授
Li-Wei Wu
, Associate Professor, Department of International Business, Tunghai University
Received 2013/12, Final revision received 2014/12