隨著時代的進步與經濟蓬勃發展，產品必須要不斷的求新、求變來滿足消費者的需求。過去隨工業革命而來的大量生產與產品標準化模式，已不符合市場需求，個人化的產品將會是未來的市場趨勢。
    在新產品開發方面，一個新產品的開發方案，往往伴隨著極高的失敗風險，若可讓消費者參與新產品開發(New Product Development)，可對競爭狀況、市場潛力以及顧客需求給予共同的詮釋。而讓消費者參與產品的設計即是共同設計(Co-design)的概念，流行性產品所採用之共同設計更是大量客製化(Mass Customization)的經典代表。在市場上許多產品和服務皆已經受到客製化的影響，如：NIKE與Adidas都已由不同的形式推出共同設計的商品或服務。新產品的開發或設計若能考量共同設計，不但可以創新產品，滿足消費者的需求，還能讓消費者擁有一個難忘的體驗。
    本研究乃是探討共同設計應用在運動鞋產品的創新，讓消費者參與產品設計，使得產品更能滿足個別消費者的偏好及需要；根據研擬的問卷做為與消費者溝通的橋樑，並採用聯合分析方法，期望能更精確的找出每位消費者獨特的需求，達到個人化的服務以及設計。
對於運動鞋產品，經研究結果發現，整體上消費者對於顏色顯得特別的重視，顯然運動鞋的外觀是決定了消費者偏好程度的主因，其次重視的是價格，在執行共同設計服務時，對於外觀的配色應可提供消費者更多的選擇空間，創造出屬於個人風格的運動鞋產品；價格方面則應根據產品的定位族群，做適當的調整。期望共同設計可達到廠商與消費者共同受益的目標。

With the development of generation and economic exuberance, products must be renewed frequently to satisfy consumers’ needs. The previous mass production and product standardization mode accompanying by the industrial evolution do not conform to the market’s needs. Personalized product will become the trend in the future market.
New products development (NPD) often accompany high risk of failure. Involve customers early in NPD team may enact a shared interpretation of the competitive situation, market potential and customer needs. Making consumers participating in the design of products is the concept of co-design and the classical representative is the mass-customization of trendy products. In the market, numerous products and services have been influenced by the customization, including the industry of sports shoes, such as NIKE and Adidas. If the development or design of the new product can take co-design into account, innovative products may release, offer the demand of customers and consumers may have an unforgettable impression.
This study is to investigate the concept of co-design applying to the industry of sports shoes. By including consumers taking part in the design of the products, it may better satisfy individual consumer’s preference and need. Questionnaires serve as the bridge between consumers and designer. By adapting the conjoint analysis method, it is hoped that every consumer’s need could be able to accurately found, achieving personalized service and design. 
The result showed that consumers paid a strong emphasis on the color on the selection of sports shoes. It was evidently showed that appearance plays the dominant factor when consumers selecting their preferences, while prices play the second. When doing the co-design, it should provide much more color selections for consumers, producing personal style sport shoes. As for the prices, it should make adequate adaption in accordance with the focus of the groups. It is hoped that the co-design can achieve the target of co-benefit between the manufacturers and consumers.

目錄
目錄	i
表目錄	iii
圖目錄	v

第一章 緒論	1
第一節 研究背景與動機	1
第二節 研究目的	3
第三節 研究範圍	4
第四節 研究流程	4
第二章 文獻探討	6
第一節 新產品開發與共同設計	6
第二節 運動鞋之產品屬性	9
第三節 聯合分析	11
第三章 研究架構與研究方法	23
第一節 研究架構	23
第二節 各研究變項的定義與其衡量方式	24
第三節 研究設計	25
第四節 資料與統計分析方法	30
第五節 分析流程架構	36
第四章 實證分析	39
第一節 共同設計與影響消費者購買運動鞋之重要屬性	39
第二節 與消費者共同設計之個人化運動鞋產品最佳化探討	52
第五章 結論與建議	70
第一節 研究結論	70
第二節 管理意涵與建議	73
第三節 研究限制與後續研究	74
參考文獻	76
附錄	85
 
表目錄
表 1 共同設計之定義彙整	8
表 2 運動鞋之重要屬性	11
表 3 三種聯合分析之比較	13
表 4 兌換法之受測體	17
表 5 受測體呈現方式之優缺點	19
表 6 共同設計之參與意願的衡量問項	24
表 7 專家訪談背景資料	26
表 8 第一階段問卷之主題	27
表 9 第二階段問卷之主題	28
表 10 Cronbach’s α判別準則	28
表 11 共同設計之意願部份的項目分析彙整表	29
表 12 第一階段問卷正式主題統計表	30
表 13 KMO統計量判斷準則	31
表 14 運動鞋產品範例偏好之受測體彙整表	33
表 15 運動鞋產品之設計矩陣	34
表 16 運動鞋產品之成份效用值估計	35
表 17 運動鞋範例之重要性	36
表 18 第一階段：樣本結構統計表	40
表 19 對於共同設計應用於運動鞋產品之參與意願看法之項目分析統計表	44
表 20 對於共同設計運用於運動鞋產品之參與意願的KMO值統計表	45
表 21 對於共同設計運用於運動鞋產品之參與意願的因素分析之特徵值及解
釋變異彙整表	46
表 22 於共同設計運用於運動鞋產品之參與意願的因素負荷量統計表	47
表 23 利用方法一評估運動鞋之重要性彙整表	48
表 24 利用方法二評估運動鞋之重要性彙整表	49
表 25 利用方法三評估運動鞋之重要性彙整表	50
表 26 三種評估重要屬性優先順序之彙整	51
表 27 Spearman等級相關係數統計表	52
表 28 運動鞋產品之重要屬性-內隱、外顯屬性彙整表	52
表 29 共同設計之個人化運動鞋產品屬性及水準彙整表	53
表 30 共同設計之個人化運動鞋產品之受測體彙整表	54
表 31 第二階段：樣本結構統計表	56
表 32 共同設計個人化運動鞋產品偏好之信度分析表	57
表 33 整體受訪者對共同設計最佳化運動鞋設計產品之重要屬性及成份效用
值分析表	59
表 34 整體受訪者對運動鞋設計產品之最佳組合彙整表	60
表 35 以性別區隔受訪者對共同設計最佳化運動鞋設計產品之重要屬性及成
份效用值分析表	61
表 36 以性別變數區隔受訪者對運動鞋設計產品之最佳組合彙整表	62
表 37 以教育程度區隔受訪者對共同設計最佳化運動鞋產品之重要屬性及成
份效用值分析表	63
表 38 以教育程度變數區隔受訪者對運動鞋設計產品之最佳組合彙整表	64
表 39 三位個別受訪者對共同設計個人化運動鞋產品之重要屬性及成份效用
值分析表	66
表 40 個別受訪者對18個運動鞋產品(受測體)之總效用值彙整表	67
表 41 三位個別受訪者對運動鞋設計產品之最佳組合彙整表	68
 
圖目錄
圖 1 研究流程圖	5
圖 2 聯合分析之分析流程	14
圖 3 偏好模式之函數圖形	16
圖 4 整體輪廓法之受測體	18
圖 5 本研究之分析架構圖	23
圖 6 第一階段問卷之分析流程	37
圖 7 第二階段問卷之分析流程	38
圖 8 第一階段：平均月可支配生活費直方圖	41
圖 9 使用運動鞋品牌之長條圖	41
圖 10 購買意願長條圖	42
圖 11 費者換購運動鞋頻率之長條圖	43
圖 12 購買運動鞋產品之主要通路長條圖	43
圖 13 運動鞋產品之受測體範例	55
圖 14 第二階段：平均月可支配生活費之直方圖	57
圖 15 運動鞋產品屬性之重要性(三位個別受訪者)	65
圖 16 編號80、118、124之受訪者最偏好的運動鞋產品	69

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三、參考網站部分
[1]	誠品書局(2010)
http://student.jajh.tp.edu.tw/art/eslite.htm
[2]	愛迪達(2010)
http://www.adidas.com/running/tw/products/footwear
[3]	NIKE ID(2010)
http://nikeid.nike.com/nikeid/index.jsp#home
[4]	維基百科-NIKE ID(2010)
http://nikeid.nike.com/nikeid/#home