奢侈服務生態系統之全通路多角色互動－服務價值共創－線上服務品牌權益之鏈結效果

因年輕消費族群增加及數位技術繁榮，在線上環境中建立奢侈服務生態系統是刻不容緩的課題，本研究透過研究生態系統中顧客與顧客互動、員工與顧客互動、數位與顧客互動，帶來的消費者服務價值共創，探討如何為奢侈品牌增加線上服務品牌權益，並從中探討體驗、消費者心理因素在互動對服務價值共創之調節作用。
本研究結果顯示，較高的互動程度能為消費者帶來更好的自我價值共創與社群價值共創，而體驗在顧客與顧客、員工與顧客、數位與顧客互動中調節自我價值與社群價值共創，自我概念又會在顧客與顧客、員工與顧客、數位與顧客互動中影響自我價值共創的獲得，社會比較也會影響顧客與顧客、員工與顧客、數位與顧客互動中獲得社群價值共創。
自我價值共創、社群價值共創對四個線上服務品牌權益包括情感聯繫、回應式服務、信任、履行都具有顯著影響。此結果可作為奢侈行業發展線上服務生態系統參考。

This study investigates customer interactions within the ecosystem, including customer-to-customer, employee-to-customer, and digital-to-customer interactions, exploring how they contribute to co-creating consumer service value. And how to enhance online service brand equity for luxury brands and examining the moderating effects of experience and consumer psychological factors on the interaction for co-creating service value.
The results of the study indicate that a higher level of interaction brings about better self-value co-creation and community value co-creation for consumers. Experience moderates the co-creation of self-value and community value in interactions involving customer-to-customer, employee-to-customer, and digital-to-customer. Self-concept influences the acquisition of self-value co-creation, while social comparison affects the acquisition of community value co-creation in these interactions.
Both self-value co-creation and community value co-creation significantly impact four online service brand equities, including emotional connection, responsive service, trust, and fulfillment. These findings serve as valuable insights for the development of online service ecosystems in the luxury industry.