隨著全球化競爭與消費者快速變化的需求與喜好，企業需不斷的研發提供創新服務與創新產品，以提昇企業之競爭優勢。為滿足消費者多樣化與個別的須要，近幾年大量客製化和共同設計已被一些知名品牌運用，如運動鞋愛迪達、耐吉或服飾公司…等，有些研究已證實企業提供大量客製化或共同設計會提昇顧客的滿意度。
本研究目標探討「消費者對共同設計與產品創新之新手錶品牌知覺價值與購買意願–以品牌偏好為干擾變數」，提供手錶產業在未來面對研究自有品牌的經營層面上；能以有限資源確實掌握消費者對創意手錶的購買意願之因素。
本研究共回收有效問卷300 份。以SPSS統計方法，對樣本進行因素分析、信度檢定、敘述性統計、獨立t檢定、差異性分析、層級迴歸和典型相關分析。
研究結果顯示：
1)共同設計與產品創新之間具有正向影響。
2)共同設計與產品創新對購買意願之關係具有顯著的影響。
3)產品創新、共同設計與創新產品共同設計對品牌知覺價值，均有顯著的影響。
4)品牌知覺價值對購買意願有顯著的影響。
5)品牌知覺價值對創新產品共同設計與購買意願之中介效果成立。
6)品牌偏好對品牌知覺價值與購買意願具有干擾效果，品牌偏好的程度會干擾品牌知覺價值與購買意願之間的關係，當品牌偏好愈強時，對購買意願會有顯著的干擾效果。

Globalization competition & rapid changes in customer demands, companies have to consistently develop new products or service innovation to create niche profit for the company needs. For the demand of customer individual needs, mass customization is surging, Co-design is one of a mass customization options, where a product’s design is based on the customer’s selection from a range of design feature offerings. For those reasons, the concept of mass customization has been applied in the many brand companies for example: Adida, Nike, & apparel firm…etc..
The study aims to examine the effect of watch co-design and new product innovation on perceived brand value and purchase intention；and to find out whether the brand preference moderate the relationship between new product innovation ,co-design & purchase intention of new watch brand. Moreover, the mediating effects of brand perceived value towards the co-design of new product innovation can positively affect purchase intention. In order to providing watch companies the reference on what factors will affect the customer purchase intention.
300 valid questionnaires were collected. The date were analysis by Statistical package for social science (SPSS) including the research methods of factor analysis, coefficient alpha test, Descriptive Statistics, Independent t-test, Anova Analysis , Hierarchical Regression and Canonical Correlation.
The major conclusion of the research are:
1. Co-design factors had positive influence on new production innovation.
2. New product innovation had positive influence on co-design
3. Co -design factors had direct effect on purchase intention.
4. New product innovation had direct effect on purchase intention
5. New product innovation & co-design had direct effects on brand perceived value.
6. Brand perceived value had direct effect on purchase intention.
7.Brand perceived value had mediating effect between co-design/new product innovation & purchase intention.
8.Strong brand preference moderated the purchase intention of the new watch brand.

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