受到大環境影響，台灣男性和女性的平均結婚年齡有逐年提高的趨勢，此現象也間接導致台灣婚紗市場的競爭更加激烈，台灣社會受少子化的影響，使得結婚新人及雙方家庭對結婚之各種程序，尤其在婚紗禮服及攝影上的考慮或選擇更加慎重與重視。如何成功爭取客源並且在最少的成本下創造最大的收益，必須對於新人在婚紗攝影的喜好與選擇上有一定程度的了解與掌握，才能達到建立永續經營的目標，而婚紗禮服的客製化將會是未來婚紗市場的主要發展方向之一。
　　多數婚紗攝影業者並未提供真正符合個人需求或偏好的產品，因此本研究透過共同設計的概念，並利用聯合分析方法找出最佳化的婚紗攝影套裝產品組合設計，除了使消費者滿足個人偏好並從中獲取獨特的服務需求外，同時業者亦可提高利潤及增加消費者之滿意度，另可避免或降低在開發新產品時的潛在風險問題。為了達成此目標，本研究應用與專家業者的訪談，搭配研擬的第一階段問卷，調查消費者對於婚紗禮服所重視的主要屬性，計算出受訪者對於婚紗禮服不同屬性的重視程度，搭配不同屬性的各種水準組成多個受測體，再進行第二階段的問卷調查，探討消費者所重視的婚紗禮服屬性重要程度，找出學生族群、不同區隔變數以及個別消費者偏好的婚紗禮服產品組合，提供婚紗業者在行銷上的參考。
　　經本研究結果發現，學生族群消費者對於婚紗禮服的價格特別重視，顯示婚紗禮服的價格決定了學生族群偏好程度的主因，其次是顏色、款式和舒適度。因此，在執行共同設計服務時，應根據產品的定位族群，在價格上做適當的調整；顏色、款式與修飾度方面則應針對不同族群的消費者需求，提供消費者更多的選擇空間，進而創造出符合消費者個人風格的婚紗禮服產品，以達到業者與消費者的共同受益
目標。

There is a trend that the average age of getting married is rising annually under the impact of the social, political, and economic environment. The phenomenon indirectly leads to a more competitive market of Taiwanese wedding dress business. The newly-weds and their families from both sides deal cautionsly with the preparation of wedding ceremony, especially for the selection of the wedding dress and photography, due to the less number of the newly-wed couples each year in Taiwan recently. The business must know the preferences of the newly-weds on their wedding dress and photography well, so that she can attract the attention of the potential buyers to create her revenue. Thus, the custimization of the wedding dress and photography will be one major direction for future development. Consequently, customized wedding dress will be one of the mainstream in wedding dress factory in the future.
    However, most wedding dress and photography business do not really provide products that either meet requirements of consumers or satisfy their preference. Therefore, the study aims to find out the optimization of the combination of wedding dress and photography product via the concept of Co-design and by Conjoint Analysis. Except for satisfying consumers’ preference and providing customized service, the dealers can also increase profits and customer satisfaction to avoid and reduce the potential risk of product development and innovation. For this purpose, the research takes advantage of interviews with professional businessmen, along with formulated first-stage questionnaire to look into the main attribute of wedding dress that consumers value, and then makes use of the concept of Co-design and employs Conjoint Analysis to calculate the extent of attention that interviewees pay to wedding dress of various attributes, collocate the number of samples from different attribute levels and conduct the second-stage questionnaire survey afterwards. In this stage, the survey is to discuss how much importance that consumers place on attribute of wedding dress¬ and find out the preference of students, segmentation variables as well as individual consumer for combinations of wedding dress products in order to be the reference for marketing.
　　The study concludes that the students (or newly-weds), in general, are sensitive to the price of the wedding dress. This result suggests that the price of wedding dress primarily determines the consumers’ preference. Also, the design, color, and level of comfort come in the second to be the considerations for wedding dress. Hence, when carrying out the service of co-design, we should readjust the price appropriately in terms of the targeted consumer groups. As for the design, color, and customized trimming, we should also aim at diverse consumers’ demands and provide consumers with more options. Finally, by applying the above adjustments, the dealer will be able to create the wedding dress fitting in with personal style in order to achieve the mutual benefit of dealers and consumers.

目錄
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	3
第四節 研究流程	4
第五節 論文架構	4
第二章 文獻探討	6
第一節 婚紗業市場探討	6
第二節 婚紗禮服之產品屬性	10
第三節 共同設計	14
第四節 聯合分析	16
第三章 研究架構與研究方法	29
第一節 研究架構	29
第二節 研究設計	29
第三節 資料分析方法	39
第四章 實證分析	48
第一節 整體資料回收情況	48
第二節 影響消費者選擇婚紗禮服之重要屬性調查	49
第三節 消費者對於婚紗禮服之選擇偏好調查	63
第五章 結論與建議	93
第一節 研究結論	93
第二節 管理意涵與建議	96
第三節 研究限制與後續研究	97
參考文獻	99
附錄	105
圖目錄
圖1-1研究流程圖	5
圖2-1結婚平均年齡	7
圖2-2影響區隔策略的因素	8
圖2-3台灣地區16-40歲未婚女性的理想婚紗類型統計	9
圖2-4產品的三個層次	10
圖2-5 Mary Lynn Damhorst(1989)所訂定之模型	11
圖2-6聯合分析之分析流程圖	20
圖2-7三種偏好模式之比較	21
圖2-8整體輪廓法之受測體範例	23
圖2-9成對比較法之受測體範例	24
圖3-1本研究之分析架構圖	29
圖4-1結婚需要(希望)哪些項目或儀式之長條圖	51
圖4-2尋找婚紗店的主要管道之長條圖	51
圖4-3拍攝婚紗照所需要預算之長條圖	52
圖4-4結婚需要宴客桌數之長條圖	53
圖4-5結婚宴客方式之長條圖	53
圖4-6宴客「一桌」預算之長條圖	54
圖4-7蜜月旅行地點分佈之長條圖	55
圖4-8蜜月旅行預算分佈之長條圖	55
圖4-9婚紗禮服受測體之範例	65
圖4-10學生族群對婚紗產品之購買與租賃意願所注重產品差異之長條圖	74
圖4-11個別受測者對於婚紗產品購買意願所注重屬性程度差異之長條圖	84
圖4-12個別受測者對於婚紗產品租賃意願所注重屬性程度差異之長條圖	87
表目錄
表2-1婚紗分類整理	13
表2-2共同設計之定義彙整	15
表2-3聯合分析發展歷程	17
表2-4兌換法之受測體範例	22
表2-5受測體展示方式之優缺點比較	26
表2-6衡量尺度分類之優缺點比較	26
表3-1業者訪談背景資料	30
表3-2消費者選擇婚紗店之重要屬性	31
表3-3業者訪談婚紗禮服屬性彙整表	31
表3-4業者訪談婚紗禮服重要(外顯、內隱)屬性彙整表	32
表3-5消費者訪談婚紗禮服重要屬性彙整表	32
表3-6第一階段問卷內容之結構	34
表3-7第二階段問卷內容之結構	34
表3-8信度衡量準則	35
表3-9預試問卷－消費者對於婚紗店之意願部份的項目分析彙整表	35
表3-10預試問卷－消費者對於婚紗照之意願部份的項目分析彙整表	36
表3-11預試問卷－消費者對於婚紗禮服之意願部份的項目分析彙整表	37
表3-12第一階段問卷正式內容之結構	37
表3-13淡江大學三大領域抽樣樣本數	38
表3-14 KMO統計量判斷準則	41
表3-15婚紗禮服產品偏好受測體彙整表	43
表3-16對應婚紗禮服產品的設計矩陣	44
表3-17婚紗禮服產品之成份效用估計值	46
表3-18婚紗禮服產品之屬性重要性	47
表4-1整體資料回收情況	48
表4-2第一階段樣本結構統計表	49
表4-3拍攝婚紗照之消費者預算教育程度與性別之交叉分析表	56
表4-4消費者尋找婚紗店管道與年齡性別之交叉分析表	57
表4-5消費者對於婚紗店之意願部份的項目分析彙整表	58
表4-6消費者對於婚紗照之意願部份的項目分析彙整表	58
表4-7消費者對於婚紗禮服之意願部份的項目分析彙整表	59
表4-8正式問卷與預試問卷之題項 Cronbach's  α 值比較	59
表4-9婚紗相關服務之KMO與Bartlett檢定表	60
表4-10消費者選擇婚紗店條件之因素分析	61
表4-11消費者選擇婚紗照條件之因素分析	61
表4-12消費者選擇婚紗禮服條件之因素分析	62
表4-13消費者選擇婚紗禮服之重要屬性評估彙整表	63
表4-14婚紗禮服產品屬性及水準彙整表	64
表4-15共同設計之個人化婚紗禮服之受測體彙整表	65
表4-16第二階段樣本結構統計表	66
表4-17學生受訪者之共同設計婚紗禮服產品模型適合度評估	67
表4-18  Spearman等級相關係數統計表	68
表4-19各領域的實際人數與樣本回收情況	69
表4-20學生族群對婚紗產品購買意願之成份效用值及屬性重要性分析表	70
表4-21學生族群對婚紗產品購買意願之最佳組合彙整表	71
表4-22學生族群對婚紗產品租賃意願之成份效用值及屬性重要性分析表	72
表4-23學生族群對婚紗產品租賃意願之最佳組合彙整表	72
表4-24學生族群對婚紗產品購買意願與租賃意願之最佳組合比較	73
表4-25以月花費區隔變數婚紗產品購買意願屬性重要性成份效用值分析表	75
表4-26以月花費區隔變數之婚紗產品購買意願之最佳組合彙整表	76
表4-27以月花費區隔變數婚紗產品租賃意願屬性重要性成份效用值分析表	77
表4-28以月花費區隔變數之婚紗產品租賃意願之最佳組合彙整表	78
表4-29以認識方式區隔變數婚紗產品購買意願屬性重要性成份效用值分析表	79
表4-30以認識方式區隔變數之婚紗產品購買意願之最佳組合彙整表	80
表4-31以認識方式區隔變數婚紗產品租賃意願屬性重要性成份效用值分析表	81
表4-32以認識方式區隔變數之婚紗產品租賃意願之最佳組合彙整表	82
表4-33四位受訪者之基本資料之比較	83
表4-34個別受訪者對婚紗禮服產品購買意願屬性重要性成份效用值分析表	85
表4-35個別受訪者對婚紗禮服產品購買意願之最佳組合	86
表4-36個別受訪者對婚紗禮服產品租賃意願屬性重要性成份效用值分析表	88
表4-37個別受訪者對婚紗禮服產品租賃意願之最佳組合	89
表4-38個別受訪者對婚紗禮服產品購買與租賃意願之重視屬性比較	89
表4-39婚紗禮服產品購買意願之產品效用值彙整表	91
表4-40婚紗禮服產品租賃意願之產品效用值彙整表	92

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[3] 　UrStyle婚享主義(2012) 
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[4] 維基百科(2012)
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