共同設計為消費者根據企業所提供服務水準進行設計，進而成為共同製作或專業的使用者。共同設計是需要企業與消費者一起來進行。共同設計提供了消費者所需的服務，可以考量到個別消費者的需求。共同設計允許消費者直接參與個性化產品或服務的設計。值得一提的是，消費者之心理因素是引導採用共同設計的重要因素考量。因此，藉由消費者心理因素可得知消費者對共同設計採用意願。消費者可藉由設計者所設計提供的服務平台進行服務偏好設計，達到個人所需最佳服務。本研究提出心理因素影響虛擬社群樂於使用共同設計之研究，主要動機皆針對心理因素加以探討，包括了消費者自我獨立性、自我互依性等特質。此外，進一步探究消費者在社會互動與自我表現上是否與共同設計具有顯著關係；消費者在追求個人化服務或是興奮經驗的過程中是否會導致消費者傾向於追求共同設計的服務。本研究大量引用心理科學觀點，反應在企業模型設計的概念上，可藉此尋找出適合消費者需求的商品。本研究結果顯示，消費者為追求個人化服務，進而參與共同設計具有顯著的正向關係。消費者為了追求個人化服務及具有高度差異性的產品，以藉此代表自我的象徵及權威，可經由參與共同設計所設計出的服務中獲得。

Co-design for the consumers is provided by the manufacturer to design a service level and to become a co-production or professional users. It needs for businesses and users together. It provides the necessary services of customers that can consider the needs of individual consumers. Co-design involved in the joint design allows consumers to personalize the design of the product or service. It's worth mentioning that consumer‟s psychology is leading an important factor in use of common design considerations. Therefore, psychologiy factors by consumers that consumers can use a Co-design.Consumers can design by designers for services provided by the preferred service platform design to achieve the best personalized service. The research shows that psychological factors affect virtual communities willing to use Co-design. The main motivation for the psychological factors will be discussed, including consumer in self-independence, self-interdependence and other characteristics. In addition, to further explore the consumer self-expression and social interaction whether a significant relationship with the co-design;
Consumers in the pursuit of personal service or the process of exciting experience are whether they are tend to Co-design services. The research uses a lot of review points from psychological science to reflect to the concept of Co-design model, and then try to find a particular product that can satisfy the customers‟ needs. The results of the research show that consumers pursuit of personalized service and then to participate in the Co-design with significant
positive relationship. Consumers in the pursuit of personalized service and highly differentiated product that can be through participation in Co-design of services designed to get the symbol and the authority of the self.

目錄
目錄	I
表目錄	III
圖目錄	IV
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、研究流程	4
第二章、文獻探討	5
第一節、獨立自我	5
第二節、互依自我	6
第三節、社會互動	7
第四節、自我表現	7
第五節、興奮經驗	8
第六節、個人化服務	9
第七節、獨立自我、自我表現、個人化服務、共同設計	10
第八節、互依自我、社會互動、興奮的經驗、共同設計	12
第三章 研究方法	15
第一節、研究架構	15
第二節、研究設計	16
第三節、正式問卷的設計與前測結果	19
第四節、抽樣設計	22
第五節、資料分析方法	25
第四章 研究分析與結果	28
第一節、各變項之描述性統計	28
第二節、信度分析	30
第三節、模式評估	32
第四節、因素分析	33
第五節、迴歸分析	35
第五章、結論與建議	44
第一節、研究結果	44
第二節、研究限制	46
第三節、後續研究建議及貢獻	47
參考文獻	49
中文文獻	49
英文文獻	49
附錄一 前測問卷	57
附錄二 正式問卷	61


表目錄
表3-1 正式問卷結構	19
表3-2 預試問項信度分析表	20
表3-3 樣本結構表	22
表4-1 描述性統計量表	28
表4-2 信度分析表	30
表4-3 KMO值判斷準則	32
表4-4 KMO與Bartlett檢定	33
表4-5 各構面的因素萃取結果分析	33
表4-6 Pearson相關分析表	35
表4-7 獨立自我對於自我表現之簡單迴歸ANOVA分析表	37
表4-8 獨立自我對自我表現簡單迴歸分析模式摘要表	37
表4-9 互依自我與社會互動之簡單迴歸ANOVA分析表	38
表4-10 互依自我與社會互動簡單迴歸分析模式摘要表	38
表4-11 互依自我、社會互動對興奮的經驗之複迴歸ANOVA分析表 39表4-12 互依自我、社會互動對興奮的經驗複迴歸分析模式摘要表39表4-13 獨立自我、自我表現與個人化服務之複迴歸ANOVA分析表 40表4-14 獨立自我、自我表現與個人化服務複迴歸分析模式摘要表40表4-15 個人化服務、興奮的經驗與是否使用共同設計之複迴歸ANOVA分析表	                                       41
表4-16 個人化服務、興奮的經驗與使用共同設計複迴歸分析模式摘要表	                                                42

圖目錄
圖1-1 研究流程圖	4
圖3-1 研究架構	15

中文文獻

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9.詹宜佩(民95)。以服裝興趣、動機探討流行商品使用共同設計意願之研究-NIKE球鞋為例。淡江大學國際企業所碩士論文。
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