近年來，設計師多以獨資或合資的方式建立品牌，政府也大力推廣創意市集，但實體通路相對於虛擬通路而言，其成本較高，因此文創設計商品平台儼然成為設計師販售商品的重要通路，而平台該如何培養顧客忠誠度則是本研究欲探討的議題。在文創設計商品平台上所販售的商品除了具備基本功能之外，通常也具有文化、創意、情感、美感以及故事等特性，設計師們亦會透過平台向消費者傳遞商品背後的意義以及創作理念。另外，文創設計商品平台還結合社群平台以及部落格平台的特點，注重分享以及互動。因此，本研究參考過去文獻及文創設計商品平台的共通點，歸納平台的服務品質為故事性、專業性、互動性、網站設計、客製化以及可靠性。綜合上述，本研究結合顧客忠誠度擴展模式以及服務利潤鍵模式來探討服務品質、知覺價值與滿意度對顧客忠誠度之影響。
    本研究以網路問卷方式針對曾經在文創設計商品平台購買過商品的消費者進行調查，共得有效問卷386份，接著，使用SPSS和AMOS統計軟體進行分析。結果顯示，服務品質會透過知覺價值或滿意度進而影響顧客忠誠度，其中知覺價值的影響程度又大於滿意度對顧客忠誠度的影響程度。因此，本研究建議文創設計商品平台可以提高平台之服務品質如故事性、專業性以及互動性，進而觸動消費者的新奇性價值與情感性價值，最後達到顧客忠誠度的提升，冀期讓在此平台販售商品的設計師能有更多穩定客群。

In recent years, most of the designers establish their brands through Sole Proprietorship or Joint Venture. Furthermore, the government promotes creative product market continuously. But the cost of the physical channel is higher than virtual channel’s ones. Therefore, the Cultural and Creative Product Design Platform became an important channel that designer sells products. The Cultural and Creative Product Design Platform how to develop customer loyalty is the study issue. Sold on the Cultural and Creative Product Design Platform, the products don’t only have the basic function, but also have to posses other important characteristics such as culture, creativity, emotion, aesthetics, or the story. Therefore, designers will deliver the value of products to consumers through their stories on the platform. In addition, the feature of Cultural and Creative Product Design Platform is not only a shopping platform but also a social network and Blog. It focus on customers’ sharing and interaction. Thus the study integrated with past literature and the characteristic of platform to generalize the dimensions of service qualities as stories, professionalism, interactivities, website design, customerization, and reliability. And the study combines the expanded model of customer loyalty and the service-profit chain to explore the impact of the services quality, the perceived value and the satisfaction on customer loyalty.
   The study developed a questionnaire to survey customers of the Cultural and Creative Product Design Platform, then 386 valid samples were collected. The study used SPSS and AMOS to analyze the data. As the result, the services quality would affect the customer loyalty through the perceived value or the satisfaction, in addition, the interactive effect of perceived value influence is greater than ones of the satisfaction. As mentioned above, the study suggests that the manager of the Cultural and Creative Product Design Platform can improve the service quality, such as stories, professionalism and interactivites, to evoke the epistemic value and the emotional value, and then finally customer loyalty is promoted

目錄	I
表目錄	III
圖目錄	V
 第一章 緒論	1
1.1	研究背景與動機	1
1.2	研究目的	4
1.3	研究範圍與對象	4
1.4	研究流程	5
 第二章 文獻探討	6
2.1	文創設計商品平台	6
2.1.1	文創產業的定義與範疇	6
2.1.2	文創設計商品	8
2.1.3	文創設計商品平台	10
2.2	服務品質	13
2.2.1	服務品質定義	13
2.2.2	服務品質之衡量構面	14
2.2.3	文創設計平台之服務品質	17
2.3	知覺價值	20
2.3.1	知覺價值之定義	20
2.3.2	知覺價值之衡量構面	21
2.4	滿意度	24
2.5	顧客忠誠度	26
2.5.1	顧客忠誠度之定義	26
2.5.2	顧客忠誠度之衡量構面	27
2.6	服務品質、知覺價值、顧客滿意度與忠誠度之間的關係	28
 第三章 研究方法	31
3.1	研究架構	31
3.2	變項操作性定義與衡量	34
3.3	研究設計	39
 第四章 資料分析	43
4.1	敘述性統計	43
4.2	結構方程模型分析	49
4.2.1	驗證性因素分析	50
4.2.2	路徑分析	59
4.3	小結	65
 第五章 結論與建議	67
5.1	結論	67
5.2	管理意涵與研究貢獻	68
5.3	研究限制與建議	70
參考文獻	71
附錄一正式問卷	84
附錄二 前測問卷信效度分析	88
附錄二 前測問卷信效度分析(續)	89

表目錄
表 2 1文化創意產業之營運範疇	7
表 2 2文創設計商品平台彙整表	11
表 2 3網站服務品質衡量構面	16
表 3 1服務品質構面之操作性定義	34
表 3 2服務品質構面之衡量問項	35
表 3 3知覺價值構面之操作性定義	36
表 3 4知覺價值構面之衡量問項	36
表 3 5滿意度構面之定義與問項	37
表 3 6顧客忠誠度構面之操作性定義	38
表 3 7顧客忠誠度構面之衡量問項	38
表 3 8構面信度分析	41
表 4 1樣本次數統計	44
表 4 2受訪者使用現況次數統計	45
表 4 3服務品質敘述性統計	46
表 4 4知覺價值敘述性統計	47
表 4 5滿意度敘述性統計	48
表 4 6顧客忠誠度敘述性統計	49
表 4 7服務品質之驗證性因素分析結果	51
表 4 8知覺價值之驗證性因素分析結果	52
表 4 9滿意度之驗證性因素分析結果	54
表 4 10顧客忠誠度之驗證性因素分析結果	54
表 4 11服務品質區別效度檢驗結果表	55
表 4 12知覺價值區別效度檢驗結果表	56
表 4 13顧客忠誠度區別效度檢驗結果表	57
表 4 14主構面區別效度檢驗結果表	57
表 4 15相關分析	58
表 4 16整體模型配適度標準表及本研究模型配適度	61
表 4 17衡量變項之解釋力	62
表 4 18路徑分析與假說檢定結果表	64
表 4 19中介效果檢驗結果表	64

圖目錄
圖 1 1本研究流程	5
圖 2 1驅動顧客忠誠度的動力	29
圖 2 2顧客忠誠度的擴展模式	29
圖 2 3服務利潤鍵	29
圖 3 1研究架構	31
圖 4 1整體模式	61

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三、	網路資料
1.	2015台灣文化創意發展年報。
2.	經濟部工業局(2015)。文創商品、個人化商品、3D列印現況與未來推動策略。
3.	吳慧玲(2015)。2015-2017設計服務產業專業人才需求調查報告摘要。經濟部工業局。
4.	司馬迪賽（2010）。談文化創意商品的開發。台灣設計波酷網。
5.	黃國蓉(2015)。新創電商Pinkoi 獲創投注資3億。聯合新聞網。
6.	市場情報(2012)。Pinkoi-買設計/品設計/賣設計的設計商品購物平台。取自
http://www.find.org.tw/market_info.aspx?n_ID=5809
7.	JWI Marketing(2014)。文創設計品味登場 有.設計uDesign平台發表會。取自
http://www.jwimarketing.com/stories_inter.aspx?id=36
8.	電子商務網(2014)。電商結合文創，聯合報系成立「有.設計 uDesign」平台。
取自https://www.smartm.com.tw/Article/323730cea3
9.	LaVie(2015)。10大文創行銷平台 ─ uDesign有.設計。取自
http://www.wowlavie.com/cc100_unit.php?article_id=AE1502224&c_id=M11I