隨著越來越多知名的跨國企業採用用戶設計理念去製作更貼近消費者需求的創新產品，「在什麼條件下會使消費者對於採用用戶設計理念的產品產生更大的消費意願？」這項研究議題日趨重要。過去的相關研究大多鑽研於消費者對於用戶設計理念產品的看法以及文化差異(像是權力距離信念)如何影響消費者對於用戶設計和設計師設計產品之偏好。而這項研究則更深入地探討消費者個人心態(實體理論vs增長理論) 如何影響消費者對於用戶設計和設計師設計產品之購買意願。 此外，我們也更進一步討論獨特性對用戶設計理念產品之消費者購買意願與消費者個人心態間關係之仲介效果。 本研究結果能夠讓行銷人了解在推廣用戶設計理念產品時，如何啟動不同的消費者個人心態以提升行銷策略之效果。

As more and more renowned global firms continue to adopt the user-designed philosophy to deliver innovative products that better fit consumers’ needs, it is important for researchers to examine under what circumstances will consumers show higher purchase intention towards user-designed products. Previous literature has provided insights on consumers’ perceptions of user-designed products and how cultural differences, such as power distance belief, influence their consumption choice between user- vs. designer-designed products. This study further sheds light on whether different individual consumers’ mindsets (entity vs. incremental theorists) will also have influence on their purchase intention towards user- vs. designer-designed products. In addition, we also examine uniqueness as the underlying mechanism which partially mediates the relationship. The results thus contribute to marketers by providing them enhanced information on how to activate different mindsets to increase their marketing strategy effectiveness when selling user-designed products.

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