創造顧客價值為行銷活動之最終目的，同時也是企業成功之關鍵因素。近年來，透過各項網路工具的連結，顧客的角色已由被動轉為主動，擁有企業不可忽視的力量。現今的顧客價值已不能只由企業單方面的提供給顧客，而必須由企業與顧客共同創造價值。共同設計(co-design)即為企業與顧客共同創造價值的一種大量客製化產品策略，企業將顧客納入價值鏈中，與顧客互動溝通，滿足個別顧客之需求。
本研究利用Smith and Colgate(2007)所提出的顧客價值構面，探討共同設計之運動鞋創造之功能工具價值、體驗享樂價值、象徵表現價值、成本犧牲價值。並進一步探究共同設計之顧客價值對購買意願之影響，以及態度在顧客價值與購買意願當中扮演之角色。
本研究以淡江大學商學院日間部學生做為研究對象，以問卷調查方式進行資料蒐集，透過迴歸分析得到以下之研究結論：
1.	共同設計創造之顧客價值會對購買意願產生正面影響。
2.	共同設計創造之顧客價值會對態度產生正面影響。
3.	態度在顧客價值與購買意願之間扮演了中介的角色。
在四種顧客價值構面當中，以成本犧牲價值對購買意願及態度之影響最大，其次為體驗享樂價值。顯示顧客希望藉由共同設計獲得兩階段之價值，首先是在共同設計的過程當中獲得獨一無二的體驗與樂趣，並與他人分享自己的設計；而在付出額外時間參與共同設計後，顧客更希望購得的產品是物超所值的。此外，有鑑於態度之中介效果，產品的共同設計元素必須符合產品的特性與品牌的形象，以增加產品的吸引力，提升顧客對產品的主觀喜好。而共同設計便是讓企業了解個別顧客喜好與需求的資訊共享平台，故相信共同設計將會為企業帶來顧客知識，成為未來企業競爭力的來源。

The objective of this study is to explore the customer value created by both firms and customers from co-design process. Co-design is the product strategy that fulfills the concept of mass customization. With the interaction and cooperation between the firm and customers, the individual needs and desires can be satisfied.
Following the dimension of customer value suggested by Smith and Colgate (2007), this study examines the functional/instrumental value, experiential/hedonic value, symbolic/expressive value, and cost/sacrifice value of co-design sports shoes. Furthermore, this study investigates the impact of co-design customer value on purchase intention, and the mediating role of attitude.
The results of the study are summarized as follows:
1.	Co-design customer value has a positive impact on purchase intention.
2.	Co-design customer value has a positive impact on attitude.
3.	Attitude serves as a mediating role in the relationship between co-design customer value and purchase intention.
In addition, cost/sacrifice value and experiential/hedonic value have been found as the two most important drivers of purchase intention and attitude. Our result suggests that the customers enjoy the process of co-design and hope to share their design with others. After spending additional time on co-design, the customers expect the product to be worthwhile. Besides, during the interaction with customers, firms can obtain the customer knowledge individually. As a result, developing co-design platform can help the firm understand customers’ preference more, and hence attain competitive advantage.

目錄
目錄	I
表目錄	II
圖目錄	III
第一章  緒論	1
第一節	研究背景	1
第二節  研究動機	3
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	共同設計	6
第二節	顧客價值	8
第三節	態度與購買意願	15
第三章  研究設計	21
第一節	研究架構	21
第二節	研究假說	22
第三節	研究變數之定義與衡量項目	24
第四節	研究設計	29
第五節	資料分析方法	34
第四章  資料分析	35
第一節	敘述性統計分析	35
第二節	信度分析	39
第三節	迴歸分析	40
第五章  結論與建議	58
第一節	研究發現	58
第二節	研究限制	61
第三節	後續研究建議	62
參考文獻	63
附錄一 研究問卷	70

表目錄
表2-1 與顧客價值定義相關之文獻整理	9
表2-2 與態度定義相關之文獻整理	15
表3-1  功能工具價值之操作性定義與衡量項目	24
表3-2  體驗享樂價值之操作性定義與衡量項目	25
表3-3 象徵表現價值之操作性定義與衡量項目	26
表3-4成本犧牲價值之操作性定義與衡量項目	26
表3-5態度之操作性定義與衡量項目	27
表3-6購買意願之操作性定義與衡量項目	28
表3-7 分層樣本之配置情形	32
表3-8 問卷發放與回收情形	33
表4-1 個人基本資料	36
表4-2 運動鞋購買習慣	37
表4-3一般運動鞋與共同設計運動鞋之願付價格	38
表4-4   本研究問卷各構面信度	39
表4-5 顧客價值─態度之逐步迴歸分析過程摘要表	41
表4-6 顧客價值─態度之迴歸模式分析表	42
表4-7 顧客價值─態度迴歸模式4之共線性診斷分析	45
表4-8 假說1-1至1-4之檢定結果	46
表4-9 顧客價值─購買意願之逐步迴歸分析過程摘要表	47
表4-10 顧客價值─購買意願之迴歸模式分析表	48
表4-11 假說2-1至2-4之檢定結果	51
表4-12 態度估計值、顧客價值─購買意願之逐步迴歸分析過程摘要表	54
表4-13 態度估計值、顧客價值─購買意願之係數分析表	54
表4-14 態度估計值、顧客價值─購買意願之排除變數分析表	54
表4-15 假說3-1至3-2之檢定結果	57

圖目錄
圖1-1 研究流程圖	5
圖2-1 態度、行為意向與實際行為之關係圖	18
圖3-1  研究架構圖	21
圖4-1 顧客價值─態度迴歸式之殘差直方圖	43
圖4-2 顧客價值─態度迴歸式之殘差常態機率圖	44
圖4-3 顧客價值─態度迴歸式之殘差圖	44
圖4-4 顧客價值─態度迴歸式之殘差直方圖	49
圖4-5 顧客價值─態度迴歸式之殘差常態機率圖	50
圖4-6 顧客價值─態度迴歸式之殘差圖	50
圖4-7 態度估計值、顧客價值─購買意願迴歸式之殘差直方圖	55
圖4-8 態度估計值、顧客價值─購買意願迴歸式之殘差常態機率圖	56
圖4-9 態度估計值、顧客價值─購買意願迴歸式之殘差圖	56

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陳順宇(2009)，迴歸分析(第四版)。台北市：三民書局。

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三、	網路資料

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