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NTU Management Review
Vol. 34 No. 2 Aug. 2024, 45-90
https://doi.org/10.6226/NTUMR.202408_34(2).0002

Examining the Value Co-Creation Mechanism of Channel
System: From Customer Engagement to Actor Engagement

通路系統中價值共創機制之探討：從顧客參與到行動者參
與

Ta-Kai Yang, Department of International Business Administration, Chinese Culture University
楊達凱 / 中國文化大學國際企業管理學系
Shih-Chin Chiang, Professional Master’s Program in Business Administration, National Taiwan
University
蔣詩嶔 / 國立臺灣大學事業經營碩士在職學位學程
Heng-Chiang Huang, Department of International Business, National Taiwan University
黃恆獎 / 國立臺灣大學國際企業學系暨研究所
Received 2022/7, Final revision received 2023/8
Abstract
In a competitive business environment, the issue that how market actors with conflicting
goals could collaborate and create value should be considered crucial. To address this
issue, the present study constructs a value co-creation development model from an
actor engagement perspective by examining the market activities between Taiwan’s
sales agents, original manufacturers, and customers. We adopt a single case method; the
aesthetic medical equipment manufacturer BRIDGECON Co., Ltd. is the focal case. Eight
respondents participate in an in-depth interview. The findings indicate that information
sharing, mutual benefit, and risk sharing drive value co-creation among actors. This study
also provides a theoretically grounded classification of value co-creating practices and
identifies the service system’s underlying process, resources, and capabilities.
【Keywords】value co-creation, customer engagement, actor engagement

摘 要
在競爭的商業環境中，了解立場矛盾的行動者們如何透過協同合作創造出價值是重要
的。本研究以行動者參與觀點為基礎，從系統角度觀察國內代理商、原廠以及客戶間
之市場活動，試圖建構價值共創的發展模型以回應此問題。本研究採取質性研究單一
個案研究法，以臺灣美容醫學儀器廠商「橋締股份有限公司」為個案研究對象，訪談
原廠供應商、代理經銷商及醫療院所管理人員共 8 位。研究結果發現，資訊共享、相
互利益與風險分攤是驅動行動者產生價值共創之主要因素，除此之外，本研究也提供
了價值共創活動之分類並且辨識出價值共創之流程與所需資源與能力。

【關鍵字】 價值共創、顧客參與、行動者參與

領域主編：林穎青教授

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