資訊科技的日新月異與網際網路的快速發展之下，現今的消費者搜尋及處理資訊能力大大提升，過去伴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。《大量客製化》一書作者Pine(1993)提出：「大量客製化的新經濟模式將取代大量生產的經濟模式，成為21世紀的主流」，他將大量客製化定義為「大量生產個人化之客製商品與服務」。流行產品所採用之共同設計(co-design)更是大量客製化的經典代表。

    本研究試圖以共同設計的NIKE球鞋進行實證，探究Gurel and Gurel(1979)所提出個人對服裝興趣的兩項特質，即體驗時尚(Experimenting with Appearance, EA)與自我風格(Enhancement of Individuality, EI)是否為使用共同設計意願兩項動機，即有趣的體驗與獨特性商品之前置因素，以及此兩項動機是否會正面影響使用共同設計意願；並進一步針對不同服裝興趣之目標市場群，個別發展出相關行銷策略。本研究以淡江大學商學院日間部學生為研究對象，採用問卷調查方式蒐集資料，主要以結構方程式模式(structural equation modeling, SEM)進行資料分析，研究分析結果與發現描述如下：
1.個人對服裝興趣之體驗時尚特質，會正面影響使用共同設計意願之兩項動機，即有趣的體驗與獨特性商品。
2.使用共同設計意願之兩項動機，有趣的體驗與獨特性商品，會正面影響使用共同設計意願，其中以獨特性商品之影響力較高。
3.對高體驗時尚群之消費者而言，服裝興趣之體驗時尚特質會正面影響使用共同設計意願之兩項動機，即有趣的體驗與獨特性商品，且此兩項動機，會正面影響使用共同設計意願。
4.建議廠商未來將高體驗時尚群之消費者視為共同設計之目標市場。

With the great development and innovation of informational technology and internet network, consumers nowadays are endowed with stronger ability to search for and deal with varieties of information.  Mass and standardized production that came along with Industrial Revolution has been found to be not suitable for the present demands of market economy.  Pine(1993), the author of Mass Customization, argued that the new economic mode of mass customization will replace mass production and turn into the 21 century mail stream. He defined mass customization as mass production to produce individually customized products and services. The classic representative of mass customization is to use co-design in the production of fashion products.

    This study tried to explore, on the basis of the co-design pattern of Nike sports shoes, the validity of the argument offered by Gurel and Gurel that the two individual traits toward fashion clothing—“Experimenting with Appearance” and “Enhancement of Individuality”—are the two motivation involved in the willingness to use the co-design pattern, that is, if they can be regarded as the two antecedent factors of “exciting experience” and “unique products.”  Moreover, this study tries to develop related marketing strategy aimed at each target market of different clothing interests. 224 pieces of valid response data were collected from the students of College of Business in Tamkang University. We employed questionnaire to collect data and analyzed it by structural equation modeling analysis. The results of the study are summarized as follows: 
1.Experimenting with Appearance(EA), the individual trait for clothing interests will influence in the positive way the two motivations on the willingness to use co-design－exciting experience, unique product.
2.The two motivations on the willingness to use co-design─exciting experience,unique product will influence the willingness to use co-design, and the unique product owns  higher effect.
3.To the high Experimenting with Appearance(EA) group, the individual trait for clothing interests will influence the two motivations on the willingness to use co-design－exciting experience,unique product positively.Besides,these two motivations will influence the willingness to use co-design positively.
4.The study suggests corporation should see high EA group consumers as the target market of co-design in the future.

目錄
第一章	緒論...............................................................................................1
第一節	研究背景............................................................................................... 1 
第二節	研究動機............................................................................................... 2 
第三節	研究目的............................................................................................... 4
第四節	研究範圍與對象................................................................................... 4
第五節	研究流程............................................................................................... 5
第二章	文獻回顧與探討...........................................................................6
第一節	服裝興趣............................................................................................... 6
第二節	使用共同設計意願之動機與使用共同設計意願…………………..14
第三節	共同設計相關文獻回顧......................................................................17
第三章	研究方法.....................................................................................20
第一節	研究架構..............................................................................................20 
第二節	研究假說……………………………………………………………..21
第三節	研究變數之定義與衡量……………………………………………..22
第四節	研究設計與抽樣方法………………………………………………..27
第五節	資料分析方法………………………………………………………..29
第四章	資料分析與結果.........................................................................34
第一節	敘述統計分析......................................................................................34
第二節	問卷信度分析………………………………………………………..41
第三節	結構方程式模式分析………………………………………………..42
第四節	群別特徵描述………………………………………………………..57
第五節	體驗時尚群別之敘述性統計分析…………………………………..63
第五章	結論與建議.................................................................................73
第一節	研究結果……………………………………………………………..73
第二節	研究發現……………………………………………………………..76
第三節 研究限制與未來研究建議…………………………………………..80
參考文獻………………………………………………………………...81
附錄一 研究問卷……………………………………………………….86
 表目錄
表2-1  服裝興趣定義國內外學者之彙整..................................................................9
表2-2  Gurel and Gurel服裝興趣構面之彙整..........................................................12
表2-3  體驗時尚定義之彙整......................................................................................13
表2-4  自我風格定義彙整........................................................................................13
表2-5  體驗定義之彙整............................................................................................14
表2-5  體驗定義之彙整（續）....................................................................................15
表2-6  共同設計定義之彙整....................................................................................17
表3-1  變數之操作性定義、衡量問項與參考來源..................................................25
表3-1  變數之操作性定義、衡量問項與參考來源（續）..........................................26
表3-2  SEM整體模式配適度判斷指標...................................................................32
表4-1  個人基本資料............................................................................................…34
表4-1  個人基本資料（續）......................................................................................35
表4-2  Nike球鞋之知覺價格資料彙整表................................................................36
表4-3  使用媒體頻率之基本資料............................................................................37
表4-4  受訪者使用媒體頻率比較彙整表................................................................38
表4-5  接觸特定媒體之基本資料............................................................................39
表4-5  特定接觸媒體之基本資料（續）....................................................................40
表4-6  研究變項之信度分析彙總............................................................................41
表4-7  結構方程式模式之參數說明........................................................................44
表4-7  結構方程式模式之參數說明（續）................................................................45
表4-8  整體模式之配適度指標................................................................................45
表4-9  衡量模式之評估............................................................................................47
表4-10 研究假說驗證結果........................................................................................48
表4-11 高低體驗時尚群之獨立樣本T檢定表........................................................49
表4-12 高、低體驗時尚群整體模式配適度指標......................................................50
表4-13 高、低體驗時尚群之模式路徑結構係數..................................................... 51
表4-14 研究假說驗證結果彙整表............................................................................53
表4-15 路徑效果之說明............................................................................................54
表4-16 高體驗時尚群路徑效果之說明....................................................................55
表4-17 低體驗時尚群路徑效果之說明....................................................................56
表4-18 高、低體驗時尚群分佈表.............................................................................57
表4-19 高、低體驗時尚群對個人基本資料之獨立樣本T檢定表.........................58
表4-20 人格特質－開放性群別之獨立樣本T檢定表............................................58
表4-21 高、低體驗時尚群對人格特質－開放性之卡方檢定表..............................59
表4-22 高、低體驗時尚群對Nike球鞋知覺價格之獨立樣本T檢定表...............60
表4-23 高、低體驗時尚群對使用媒體頻率之獨立樣本T檢定表.........................61
表4-24 高、低體驗時尚群使用共同設計意願之獨立樣本T檢定表.....................62
表4-25 高、低體驗時尚群之個人基本資料彙整表……..........................................64
表4-26 高、低體驗時尚群對Nike球鞋之知覺價格資料彙整表............................65
表4-27 高、低體驗時尚群使用媒體頻率資料彙整表..............................................66
表4-27 高、低體驗時尚群使用媒體頻率資料彙整表（續）......................................67
表4-28 高、低體驗時尚群使用媒體頻率比較彙整表..............................................67
表4-29 高、低體驗時尚群接觸特定報紙資料彙整表..............................................68
表4-30 高、低體驗時尚群接觸特定電視頻道資料彙整表......................................69
表4-31 高、低體驗時尚群接觸特定廣播頻道資料彙整表......................................70
表4-32 高、低體驗時尚群接觸特定雜誌資料彙整表..............................................71
表4-33 高、低體驗時尚群接觸特定入口網站資料彙整表......................................72
圖目錄
圖1-1 本研究之研究流程............................................................................................5
圖2-1  Fiore, Lee, and Kunz(2004)之研究架構........................................................19
圖3-1 本研究之研究架構..........................................................................................21
圖4-1 本研究整體模式之線性結構關係圖..............................................................43
圖4-2 結構模式路徑分析圖......................................................................................49
圖4-3 高體驗時尚群之結構模式路徑分析圖..........................................................52
圖4-4 低體驗時尚群之結構模式路徑分析圖..........................................................52

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