| Summary: | 碩士 === 國立嘉義大學 === 行銷與運籌研究所 === 100 === 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.
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