隨著網際網路的發達與網路社群的崛起，消費市場的變化多元而快速，產品不再一成不變，消費者對於品質的要求不斷提昇、也不再容易滿足既有的服務，這樣的轉變使得企業過去所擁有的競爭優勢備受挑戰。因此，廠商之間互相合作、跨領域的技術整合變得極為重要，除了不斷創新求進之外，企業必須要開啟利害關係人的共創契機，才能為消費者創造更多的個人體驗與價值，達到擴大市場、創造商機之目的。
　　近年來，我們在消費市場上發現，運動鞋領導品牌Nike在其產品中融合共創的概念，掀起了一股風潮：透過Nike ID網站，消費者可依自身需求自行創作與設計喜歡的鞋款，並與他人分享自己的設計供票選及參考；另外也透過新技術的應用，與iPhone等智慧型裝置連結，透過網路平台發起社群運動，擴大喜愛運動者之間的連結，讓產品與個人生活緊密結合，進而加深品牌在市場上的形象與價值，這些趨勢對於替品牌設計代工的ODM廠商而言，具有相當重要的參考價值。故本研究的重點在於：將共創的要素納入產品之中能否滿足客戶與消費者之需求並提昇消費者對產品的價值與購買意願，進而擴大品牌影響力、增加ODM廠商之收益。
　　本研究透過個案研究搭配實證分析的方式，以Nike運動鞋與消費者共創為基礎情境，探討新產品搭配客製化與新技術，對於產品態度、知覺價值與購買意願之影響。在實證分析方面，本研究採用實驗設計配合四種不同情境，調查一般消費者對於客製化與新技術這兩種共創方式的感受，研究結果發現：客製化與新技術的共創，分別對享樂型與功能型的產品態度有正向影響，且具有交互作用之效果；此外，客製化與新技術的共創，可透過正向之產品態度提升消費者的知覺價值與購買意願。
　　由此可知，共創價值的商業模式可做為運動鞋ODM廠商於開發、設計產品時之參考依據及方向，進而為利害關係人創造更多的價值與利潤。

The main topic of this article is to explore the benefits and effectiveness of co-creation value from the case study of Nike ODM aspect. In decades, we found the concept of co-creation with customers had created new trends in various industrial of global market. In this case, we choose to use customization (Nike ID) and new technology (Nike plus) which analysis the advantage and situation from Nike’s ODM firm: “Feng-Tay enterprises”, to identify the effect of co-creation through experimental design with four different scenarios. According to the data analyses, there are some implications and conclusions to consider:

1. The co-creation of customization and new technology has positive influences on the hedonic and utilitarian product attitudes as well as the interaction effect between the two groups of factors.
2. Positive product attitude has significant mediating effect between the co-creation and consumer’s effect. This finding indicates that ODM firms could take advantage of co-creation concepts to make consumers’ product attitude became better and more positive about the products which represented on hedonic and utilitarian aspects, then both of the consumers’ perceived value and purchase intention would be rise as well.

These conclusions implicated that ODM firms could apply the co-creation elements & concepts in the early development stage to increase perceived value of products and purchase intention of consumers, in order to avoid price competition and create more values / profits for stakeholders in the future.

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