摘要
客製化近來成為一股風潮，引發研究的動機，在文獻蒐集時自統計數據中發現國內外客製化學術研究，有逐年降低的趨勢，同時發現客製化的研究多半都是“大量客製化”，研究方向主要為大量客製化要件如模組化、數據化、網路化、要限制商品選擇性(也就是少樣)等等；有一部分是“服務的客製化”，研究方向為如何與標準化服務做差異化競爭，依消費者需求提供服務；但對於產品服務、消費服務、客製化的服務沒有清楚界定，只要是服務就採用服務的四大特性定義。在經過文獻蒐集研究之後，發現客製化自有其獨特的服務特性，這些服務特性又會影響消費行為形成，這兩者又會構成對客製化業者事業發展的限制，於是本研究著重在客製化的服務特性、消費者客製化產品時消費行為形成的模式、如何改變客製化的服務特性、改變消費者客製化產品消費行為、突破客製化產品業者發展規模。 從近二百年人類發展的進程來看，突破舊有的框架，科技是最大的動力來源；而3D科技是未來人類生活重要發展趨勢，其中有許多的科技應用，正是可以推動客製化的服務特性改變，解決客製化的服務特性對業者與消費者帶來的不利因素；因此本研究預想未來3D科技虛擬動態應用方案與現有大量客製化方案製作成情境影片，藉由電子問卷調查工具，進行量化研究，以服飾類消費者為對象進行調查，採用SPSS統計軟體進行數據分析，包括描述性統計、因素分析等方法，以探討3D科技應用之後客製化服務特性對於購買意願的影響，以及不同屬性消費者對於客製化服務的差異程度。 研究證實3D科技導入客製化不同的方式，會對消費者購買意願產生不同的影響，而將3D動態客製化科技導入3D客製化服飾將客製化服飾的服務特性改變為有用性、易用性、便捷性、省時省力性、有形性、可靠性、同步性、費用可控性、價格合理性、可儲存性、可重複利用性、可展示性、可體驗性等，與其他3D導入客製化服飾的方式比較，更能提升消費者的購買意願。因此建議企業應關注並積極導入3D技術應用，以提高客製化服務的水準，拓展事業規模。
並列摘要
Customization has recently become a trend, triggering the motivation of research, in the literature collection from the statistical data found that domestic and foreign customized academic research, there is a trend of decreasing year by year, at the same time found that most of the customized research is "a large number of customization", the research direction is mainly a large number of customization requirements such as modularization, data, networking, to limit commodity selectivity (that is, less samples) and so on; Part of it is "customization of services", the research direction is how to differentiate from standardized services and provide services according to consumer needs; However, there is no clear definition of product services, consumer services, and customized services, and the four characteristics of services are adopted as long as they are services. After literature collection and research, it is found that customization has its own unique service characteristics, which in turn will affect the formation of consumer behavior, which in turn will constitute restrictions on the career development of customized companies, so this research focuses on the customized service characteristics, the mode of consumer behavior formation when consumers customize products, how to change customized service characteristics, change consumer customized product consumption behavior, and break through the development scale of customized product operators. From the perspective of the process of human development in the past two hundred years, breaking through the old framework, science and technology are the biggest source of power; 3D technology is an important development trend of human life in the future, and there are many technological applications that can promote the change of customized service characteristics and solve the unfavorable factors brought by customized service characteristics to the industry and consumers; Therefore, this study envisages the future 3D technology virtual dynamic application scheme and a large number of existing customized solutions to make contextual videos, through electronic questionnaire survey tools, quantitative research, clothing consumers as the target of the survey, SPSS statistical software for data analysis, including descriptive statistics, factor analysis and other methods to explore 3DThe influence of customized service characteristics on purchase intention after the application of technology, and the degree of difference between consumers of different attributes for customized services. Studies have confirmed that the introduction of 3D technology into different ways of customization will have different impacts on consumers' purchase intentions, and the introduction of 3D dynamic customization technology into 3D customized clothing will change the service characteristics of customized clothing to usefulness, ease of use, convenience, time-saving and labor-saving, tangibility, reliability, synchronization, cost controllability, Price reasonableness, storability, reusability, Presentability, Experientiality, etc., compared with other 3D import of customized clothing, can enhance consumers' purchase intention. Therefore, it is recommended that enterprises should pay attention to and actively introduce the application of 3D technology to improve the level of customized services and expand the scale of business.