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研究生:張怡慧
研究生(外文):YI-HUI CHANG
論文名稱:做中行樂:設計支援程度對自我設計產品評價之影響
論文名稱(外文):From Labors to Love:The Effect of Design Support on Self-design Product Evaluation
指導教授:凌儀玲凌儀玲引用關係
指導教授(外文):I-Ling Ling
學位類別:碩士
校院名稱:國立嘉義大學
系所名稱:行銷與運籌研究所
學門:商業及管理學門
學類:行銷與流通學類
論文種類:學術論文
論文出版年:2012
畢業學年度:100
語文別:中文
論文頁數:74
中文關鍵詞:自我設計設計支援程度接收對象預期努力社會比較
外文關鍵詞:Mass customizationSelf-designDesign supportgift receiverperceived effortssocial comparison
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隨著科技的進步及消費者需求水平逐漸上升,大量客製化的生產模式及過程
不但能滿足消費者個人化需求,企業同時能提供客製化之互動過程中達到一共創
價值之目標。
本研究由四個實驗組成,主要目的在探討網站提供的設計設計支援程度對消
費者自我設計產品評價的影響,以消費者購買意願、出售意願之價格、及分享意
願為依變數;實驗一為單因子兩水準之組間實驗設計,探討網站設計支援程
度對消費者對自我設計之評價影響;接著,實驗二則加入接受對象之干擾變數,
探討其網站設計支援程度與接收對象對消費者購買意願及分享意願之影響;實驗
三以操作之知覺努力為干擾變數,探討其網站設計支援程度與預期努力之間是否
對消費者出售意願之價格有影響;最後,實驗四以社會比較方向為干擾變數,分為向上比較及平行比較,進行探討消費者對於自我設計產品之評價。
本研究於實驗一研究結果發現,網站設計支援程度越高,消費者之購買意願
與分享意願越高;實驗二研究結果顯示,設計設計支援程度與接收者兩者於購買意願上呈現交互作用,即當接收者為他人時,設計設計支援程度之影響較大;而實驗三結果顯示設計設計支援程度與操作之預期努力兩者有交互作用,即操作之預期努力將降低消費者出售意願之價格;最後,實驗四結果顯示社會比較之主效果並無非常顯著,但仍有交互作用,且不論設計支援程度高或低,專業仍對受試者有負向影響。

The purpose of this stuty aims to investigate the level of design support how to influence consumers evaluate their self-designed products. Three moderating variables, such as gift receiver, perceived effort, and social comparison, are included into the investigation for the self-designing process in order to more understand the value co-creation with mass customization process.
The results indicate that consumers in the high level of design support behave higher purchase intention. The findings of Experiment 2 suggests that the main effects of design support and gift receiver on consumers’ purchas intention are significant, and the interaction effect of design support and gift receiver is significant as well. Further, the results of Experiment 3 shows that perceived effort on design task will decrease consumers’ sell intension. Finally, the findings of Experiment 4 indicate that social comparison would moderate the effect of the level of design support on consumers’ willingness to pay for their self-designed products.

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
第二章 文獻探討 4
第一節 大量客製化之自我設計 4
第二節 大量客製化的設計支援程度 7
第三節 客製化產品的使用者 10
第四節 大量客製化過程中的努力程度 12
第五節 大量客製化過程中社會比較之影響 14
第三章 研究方法 16
研究架構………………………………………………………………………. 16
實驗一 設計支援程度對自我設計產品評價之影響 17
實驗二 設計支援程度與產品接收者對自我設計產品評價之影響 19
實驗三 設計支援程度與預期努力程度對自我設計產品評價之影響 21
實驗四 設計支援程度與社會比較方向對自我設計產品評價之影響 23
第四章 實驗結果與分析…………………………………………………………. 25
實驗一 設計支援程度對自我設計產品評價之影響 25
實驗二 設計支援程度與產品接收者對自我設計產品評價之影響 30
實驗三 設計支援程度與預期努力程度對自我設計產品評價之影響 34
實驗四 設計支援程度與社會比較方向對自我設計產品評價之影響 42
第五章 結論與討論 54
第一節 研究發現 54
第二節 研究貢獻 56
第三節 研究限制與未來研究建議 57
參考文獻 57
附錄…………………………………………………………………………………..62

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