消費者公民行為可以為公司、消費者本身及其他消費者帶來莫大的潛在利益，尤其在旅館服務環境，由於其後續影響深遠，消費者公民行為是旅館重要的課題。近年來與消費者價值共創的相關研究已成為學術界及產業界討論的議題。本研究主要目的為廣泛瞭解影響消費者公民行為的前因，試圖從旅館消費者觀點建構一個價值共創影響消費者公民行為並以依附為中介的模型，探討在旅館服務環境中價值共創、依附及消費者公民行為間的影響因果關係。研究結果證明價值共創與依附是影響消費者公民行為關鍵的前因，結論歸納：(1)價值共創對依附產生正向影響；(2)依附顯著正向影響消費者公民行為；(3)共同認同基礎依附和共同連結基礎依附是價值共創與消費者公民行為間的重要中介變數。

Consumer citizenship behavior (CCB) provides significant benefits to the companies, consumers themselves and other consumers, especially in a hotel context. Due to its subsequent impact, CCB may be a critical issue for hotels, and value co-creation (VCC) with customers has emerged as a relevant topic at both academia and industry recentely. This study aims to broaden the current knowledge on the antecedents of CCB, and attempts to construct a model to examine CCB and explore the interrelationships among VCC, attachment and CCB from the hotel consumers’ perspectives. The results demonstrate that VCC and attachment are the primary antecedents of CCB. VCC has a positive impact on attachment which positively affects CCB. The findings indicate that both common identity-based attachment and common bond-based attachment are important mediators between VCC and CCB.

目錄
論文審定書 i
誌謝 ii
中文摘要 iii
英文摘要 iv
目錄 v
圖次 viii
表次 ix
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 3
第三節 研究目的與貢獻 6
第四節 研究流程 8
第二章 文獻探討 10
第一節 社會認同理論 10
第二節 價值共創 12
第三節 依附 17
第四節 價值共創-知識 21
第五節 價值共創-權益 23
第六節 價值共創-互動 25
第七節 價值共創-經驗 27
第八節 價值共創-個人化 30
第九節 價值共創-關係 32
第十節 消費者公民行為 34
第三章 研究方法 41
第一節 研究架構與研究假說 41
第二節 變數操作性定義與衡量 43
第三節 問卷設計 55
第四節 資料蒐集方法 57
第五節 資料分析方法 58
第六節 共同方法變異問題之處理與控制 61
第七節 問題前測結果分析 62
第八節 正式問卷發放 67
第四章 資料分析結果 69
第一節 敘述性統計分析 69
第二節 共同方法變異控制 79
第三節 信度與效度分析 84
第四節 模型控制-結構模式 95
第五節 中介效果分析 103
第五章 結論與討論 108
第一節 結論 108
第二節 學術意涵與貢獻 111
第三節 研究限制與未來研究建議 116
參考文獻 119
附錄一 前測問卷 154
附錄二 英文原始量表 157
附錄三 前測共同方法變異檢測-驗證性因素分析 161
附錄四 前測模型配適度檢測 164
附錄五 前測各構面量表收斂效度分析 165
附錄六 前測區別效度分析暨變數相關係數表 169
附錄七 前測各構面信度分析 170
附錄八 正式問卷 173
 
圖次
圖1.1 研究流程 9
圖3.1 本研究架構圖 42
圖4.1 理論模式與參數結構圖 96
圖4.2 本研究驗證結構模型路徑分析 101

 
表次
表3.1 研究假說彙整表 43
表3.2 知識操作定義與衡量題項 44
表3.3 權益操作定義與衡量題項 45
表3.4 互動操作定義與衡量題項 46
表3.5 經驗操作定義與衡量題項 47
表3.6 個人化操作定義與衡量題項 48
表3.7 關係操作定義與衡量題項 49
表3.8 共同認同基礎依附操作定義與衡量題項 50
表3.9 共同連結基礎依附操作定義與衡量題項 51
表3.10推薦操作定義與衡量題項 52
表3.11幫助消費者操作定義與衡量題項 53
表3.12提供回饋操作定義與衡量題項 54
表3.13本研究問卷題項及文獻來源 56
表3.14臺灣2019國人國內旅遊行為暨本研究人數性別比例 68
表4.1 樣本結構敘述性統計 70
表4.2 知識敘述性統計 73
表4.3 權益敘述性統計 73
表4.4 互動敘述性統計 74
表4.5 經驗敘述性統計 75
表4.6 個人化敘述性統計 75
表4.7 關係敘述性統計 76
表4.8 共同認同基礎依附敘述性統計 77
表4.9 共同連結基礎依附敘述性統計 77
表4.10推薦敘述性統計 78
表4.11幫助其他消費者敘述性統計 79
表4.12提供回饋敘述性統計 79
表4.13驗證性因素分析(CFA) 80
表4.14驗證性因素分析指標係數值比較表 83
表4.15各構面驗證性因素分析(CFA) 85
表4.16區別效度分析暨變數相關係數表 90
表4.17各構面信度分析 92
表4.18整體模型配適度標準暨本研究模型配適度-整體模式 99
表4.19研究模型路徑係數與假說驗證彙整表 102
表4.20構面多元相關平方值匯整表 103
表4.21中介效果分析彙整表 105

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