MANAGERIAL IMPLICATIONS

The results of this study indicate that consumers’ psychological ownership toward the new product they plan for fully mediates the relationship between feedback valence and purchase intention. Managers could strengthen consumers’ psychological ownership for the new products by constructing an online community or platform on which consumers can show their co-creation plans. Managers can further encourage consumers to invite their friends and families to visit the online platform and to press like buttons or leave positive comments for their new product planning ideas.

The results also indicate that consumers’ brand engagement to the parent brand fully mediates the relationship between feedback valence and behavioral intention of the parent brand. Managers could increase consumers’

brand engagement to the parent brand by sponsoring a brand co-creation campaign to gain new ideas as well as psychological closeness for the brand. Positive feedback enhances brand engagement and negative

feedback lowers brand engagement, therefore, managers could take steps to boost positive effects and reduce abating effects. When consumers receive negative feedback, managers can counterbalance the negative influence by emphasizing the learning effects that the process of the activity offered and the friendship building with other participants. Conversely, when consumers receive positive feedback, managers can recognize the consumers in public or give consumers valuable rewards.

Figure 1 Conceptual model showing the hypotheses 1-6 Table 1 Results of regression analysis

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Dependent variables Purchase intention of the new product

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H1

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四、建議

在 AMS 研討會中令我訝異的是台灣人居然不到 5 個人，非常的少數，大部分都是歐洲及美國 的外國人，又據我所知，國內投國外研討會多以亞太區域為主，因此我強烈建議國內需要鼓吹行 銷學者多多投稿到亞太外的知名行銷研討會如 AMS 與 American Marketing Association (AMA)，如 此才能和頂尖的學者交流，得到好的評論建議與合作機會，增加本國研究的品質水準。

五、攜回資料名稱及內容 1. 會議議程

2. 會員名冊

3. Proceeding (in print)