全球化的競爭日益激烈，面對快速成長的創新及挑戰，組織也需要找到新的方式來保持吸引力，贏得、維持客戶忠誠度來保持其在市場上的地位。價值共創成為了客戶參與新產品或新服務的可靠方式。在社群媒體蓬勃發展的時代，更消除了組織與使用者之間的隔閡，有了更好、更直接的溝通管道。然而，對於許多組織而言，如何使客戶願意參與價值共創，分享其知識及意見，仍是一項挑戰。本研究針對Dcard、Mobile01、9gag三個不同性質之社群媒體平台之中，以汽車討論區之發文及討論內容進行資料蒐集與分析，並經由交叉比對後，為組織及行銷人員訂出針對不同性質社群媒體平台，操作行銷活動時之方針，以最大化其價值共創之效益。
藉由社群媒體價值共創的資訊查找、資訊分享、學習效益、享樂效益四個構面，本研究企圖從發文及討論內容中找出選擇操作行銷活動之社群平台及擬定行銷策略時的參考指標。

In the face of fast-growing innovations and challenges, organizations also need to find new ways to stay attractive, win, and maintain customer loyalty to keep their position in the market. Value co-creation is a reliable way for customers to participate in new products or services. In the era of booming social media, the gap between organizations and users has been eliminated, and there is a better and more direct communication channel. However, for many organizations, how to make customers willing to participate in value creation and share their knowledge and opinions is still a challenge. In this study, Dcard, Mobile01, and 9gag are used in the social media platforms of different natures. Data collection and analysis are carried out in the forums and discussion contents of the car forum. After cross-matching, the organization and marketing personnel are targeted. Different social media platforms, the principle of operating marketing activities to maximize the value of their value.
Through the four aspects of information seeking, information sharing, learning benefits and hedonic benefits created by social media values, this study attempts to identify the community platform for selecting marketing activities and formulating marketing strategies from the issues of publication and discussion. reference indicator.

表目錄	V
圖目錄	VI
 第一章　研究動機與目的	1
1.1	研究背景與動機	1
1.2	研究目的	3
 第二章　文獻探討	5
2.1	社群媒體	5
2.2	服務主導邏輯	5
2.2.1	從商品到服務	7
2.2.2	從有形到無形	8
2.2.3	從被控資源到主控資源	8
2.2.4	從不對稱到對稱	8
2.2.5	從灌輸到交流	9
2.3	價值共創	10
2.3.2	生產領域的價值共創	12
2.3.3	消費領域的價值共創	12
2.3.4	價值共創對客戶參與態度之正向激勵因素	15
2.3.5	客戶參與價值共創之行為表現	19
2.4	意見領袖	22
 第三章　資料蒐集	23
3.1	二模式知比較與分析	23
3.2	資料蒐集的對象	26
3.3	資料蒐集方法	27
3.4	資料蒐集過程	28
 第四章　資料分析	30
4.1	Dcard	30
4.2	Mobile01	33
4.3	9gag	36
4.4	總體觀察與發現	38
 第五章　結論	42
參考文獻	44

表目錄
表 2-1：價值共創的機制	15
表 3-1：Dcard發文數量統計	29
表 3-2：Moblie01發文數量統計	29
表 3-3：9gag發文數量統計	29
表 4-1：專家一Dcard貼文統計資料	30
表 4-2：專家二Dcard貼文統計資料	30
表 4-3：專家三Dcard貼文統計資料	31
表 4-4：專家一Mobile01貼文統計資料	33
表 4-5：專家二Mobile01貼文統計資料	33
表 4-6：專家三Mobile01貼文統計資料	33
表 4-7：專家一9gag貼文統計資料	36
表 4-8：專家二9gag貼文統計資料	36
表 4-9：專家三9gag貼文統計資料	36
表 4-10：Dcard平均貼文統計資料	39
表 4-11：Mobile01平均貼文統計資料	40
表 4-12：9gag平均貼文統計資料	41

圖目錄
圖 2-1： Carlota Lorenzo-Romero, Efthymios Constantinides, Leonine A. Brünink,	18
圖 2-2：Hsieh, Y.-C., et al	21
圖 3-1：資訊查找分類範例	23
圖 3-2：資訊分享分類範例	24
圖 3-3：學習效益分類範例	24
圖 3-4：享樂效益分類範例	25
圖 3-5：本研究所採用之要素圖	26

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