過去，顧客單純被動接收資訊的商業型態已經不能滿足企業所面臨到的激烈商業競爭。因此，企業需要順應潮流並運用新興科技來主動深入了解顧客的看法。而「價值共創」(Value Co-Creation)就是一種可以藉由企業與顧客之間的互動，讓顧客主動給予企業資訊與意見的過程。目前許多企業以社群媒體(Social Media)為平台來進行價值共創活動，藉此即時獲取彼此所提供的資訊與需求以避免損失，並增加彼此的利益。而「顧客賦權」(Customer Empowerment)是使顧客願意參與價值共創活動的一個關鍵過程，企業可以藉此過程消除顧客進行價值共創的無力感並增加內在的參與動機。綜合上述，本研究以企業或品牌的Facebook粉絲專頁為研究背景，深入探討顧客進行價值共創的動機、行為及其效益。
本研究結果顯示：第一，刺激顧客參與價值共創行為的動機中，賦權中的「個人意義」、「自我效能」、「個人影響」與「自我決策」皆與價值共創行為中的「顧客參與行為」與「顧客公民行為」有顯著的正向關係；第二，價值共創行為中的「顧客參與行為」與「顧客公民行為」皆與「顧客價值」與「顧客關係」有顯著的正向影響。因此，本研究認為企業可以運用「顧客賦權」促使顧客參與價值共創行為，並進一步帶來「顧客價值」與「關係價值」。

In the past, the business pattern that customer passively receive information had not enough potentiality to handle the intense business competition. Therefore, it is essential for any enterprises to keep up with the technology trend and use new IT to proactively understand customer opinion. The value co-creation is a kind of interaction between enterprises and customers, which customers are able to take the initiative to express the information and opinions. Enterprises can apply the most popular social media to execute value co-creation, apply this platform to understand customer needs, and instantly access the information that provided by enterprises and customers in order to avoid possible loss and increase customer value and relationship. Moreover, Customer Empowerment is one of the key processes to customers who are willing to participate in value co-creation as well. Customers via the enterprise empowerment can eliminate value co-creation of powerlessness and increase intrinsic motivation, however.
According to this research background on Facebook enterprise fan page, it is to prove customer reaction regarding value co-creation of motivation, behavior and impact on customer value and relationships. The results after conducting this study, there are four terms of empowerment which are Meaning, Competency, Impact, and Self-determination. Therefore, these four terms have significant effects on value co-creation of the Customer Participation Behavior (CPB) and Customer Citizenship Behavior (CCB). In addition, value co-creation of the CPB and CCB has significant effects on customer value and customer relationship. Nevertheless, this study suggests that enterprises can apply empowerment to encourage their customers to participate in value co-creation, so as to bring customer value and improve stronger relationship.

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