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：
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.