隨著網路電商的蓬勃發展，以消費性產品為主的訂閱制服務在全球市場日趨熱絡，其商品跨足食品、美妝、服飾、寵物、保健品等類別非常多樣，其中結合個性化和驚喜元素的精選訂閱盒逐漸在市場上嶄露頭角，在全球電商市場的份額逐年提高。然而，精選訂閱盒提供的享樂利益與驚喜的元素是否為促成顧客愉悅與再訂閱的關鍵因素？定期且重複的訂閱是否容易讓訂閱者產生厭膩感，進而影響消費者再次訂閱的意圖呢？此外，目前針對台灣市場的電子商務研究中，訂閱盒相關的消費者行為研究相對較少，探討人們持續使用精選訂閱盒的關鍵因素可作為相關企業的行銷策略與市場布局的重要議題。
本研究以享樂利益的概念納入驚喜感以及厭膩感，深入探討消費者使用精選訂閱盒的顧客愉悅程度以及再訂閱意圖，並透過網路平台與電商企業的協助蒐集網路問卷，針對曾經或正在使用精選訂閱盒的消費者，共取得177份有效問卷，並以結構方程模型(SEM)分析調查結果。
研究結果顯示，對於台灣市場的精選訂閱盒消費者而言，精選訂閱盒所衍生的驚喜感對於顧客愉悅能產生正向且顯著的影響。此外，顧客愉悅程度對於精選訂閱盒消費者的再訂閱意圖也具有正向的顯著影響。相反的，精選訂閱盒所衍生的各項享樂利益，並未顯著影響訂閱者的顧客愉悅程度；而訂閱期間所產生的厭膩感對於顧客愉悅程度與再訂閱意圖則具有負向的顯著影響。
本研究的學術貢獻在於深化了對精選訂閱盒服務中「厭膩感」與「顧客愉悅」及「再訂閱意圖」關聯性的理解，並驗證了享樂適應理論的應用。同時，透過分析驚喜感對顧客愉悅的影響，本研究的實證結果也支持了驚喜元素在精選訂閱盒行銷策略中的重要性。實務貢獻方面，本研究為訂閱盒企業提供具體建議，強調創新與設計驚喜元素還有設法降低厭膩感的重要性，以提升顧客的愉悅感及再訂閱意圖。

With the growth of e-commerce, subscription-box market has become increasingly popular in the global. The market cover a wide range of categories, including food, beauty, fashion, and health products. Among them, curated subscription boxes that combine personalization and surprise elements have gained widespread appeal.
However, it remains unclear whether the hedonic benefits, surprise elements provided by curated subscription box contribute to customer delight and re-subscribe intention. Furthermore, does the repetitive nature of subscriptions lead to satiation, reducing intention to resubscribe? Additionally, research regarding subscription boxes in Taiwan's e-commerce market is limited. This understanding could guide businesses in marketing strategies and positioning.
This study integrates the concepts of hedonic benefits, surprise, and satiation to explore customer delight and re-subscribe intention concerning curated subscription boxes. Through an online questionnaire survey of curated subscription box users in Taiwan and SEM analysis, the study found that surprise significantly and positively affects customer delight. Furthermore, customer delight has a positive and significant influence on re-subscribe intention. Moreover, the findings show that satiation significantly reduces customer delight and re-subscribe intention.
This study not only broadens the theoretical understanding of curated subscription box users in Taiwan but also provides practical recommendations for subscription box companies. It highlights importance of continuous innovation, incorporating surprise elements, and minimizing consumer satiation to enhance delight and encourage re-subscribe intention.

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