本研究將進一步探討消費者在品牌的行動裝置應用程式（Apps）介面上，美學設計對於使用者之價值共創參與以及其對自我品牌連結的影響。長期以來，美學設計對於服務系統或產品設計都有重大的影響，因此已有相當多的研究探討美學在行銷、服務上對於消費者使用經驗之影響。時下消費者使用行動裝置程式接觸品牌的比例攀升，然而對於如何由品牌應用程式的介面設計使消費者產生價值共創的參與行為並進而形成對於品牌的自我連結，則尚少見有相關研究；同時，過去的價值共創行為研究多探討實體消費之互動，本篇將增添消費者共創行為在應用程式與行動裝置介面之延伸。
本研究將首先透過文獻探討，將美學分為五種設計條件，包含整合、複雜、強度、創新與互動型設計，並將進一步探討消費者在體驗品牌應用程式之過程中感受的美感，與介面互動而產生價值共創的具體行為及其與品牌連結的影響。
研究中以消費者價值共創行為做為中介變數，而研究結果顯示，整合、複雜、強度、創新及互動設計在經由價值共創參與的消費者行為對品牌自我連結有正向的影響。因此我們總結，當公司需要設計自有的品牌App時，應可加強App介面美學設計，其中最重要的元素為整合、創新以及互動設計。

Aesthetics is further researched its impact on customer behavior of value co-creation and users’ self-brand connection in the branded applications in this study. Aesthetics has received great attentions in marketing, service systems or product design. In recent years, although customers are using mobile devices to recognize the brand, research on the relationship between aesthetics design of branded app, customer behavior of value co-creation and self-brand connection is relatively sparse.
Based on the previous study about web-based aesthetics and the character of mobile devices, we classify the App aesthetics into five perceptions: Unity, complexity, intensity, novelty and interactivity design.
Previous studies of value co-creation have focused on the interaction of services or consumption. In response, this study extends customer behavior of value co-creation to virtual interaction on mobile devices. This study seeks to investigate the gap between aesthetics and customer brand connection by applying design aesthetics literature to the domain of consumers’ co-creation behavior.
In the study, the customer behavior of value co-creation is used as the mediator variable, and the research results show that aesthetics design has a positive impact on the self-brand connection and the mediating effect of customer behavior is significant. We contribute that not only user-friendly interface but also aesthetics design has positive impact on self-brand connection. Accordingly, company or marketers should concern the aesthetics perceptions of customers before building a branded app and unity, novelty and interactivity design are most important.

1. Introduction 1
2. Theoretical Background 6
2.1 The Concept of Aesthetics Design 6
2.2 Design Aesthetics of M-Commerce 8
2.2.1. Unity Design 11
2.2.2. Complexity Design 13
2.2.3. Intensity Design 14
2.2.4. Novelty Design 15
2.2.5. Interactivity Design 16
2.3 Customer Behavior of Value Co-Creation 18
2.3.1. Customer Participation Behavior 19
2.3.2. Customer Citizenship Behavior 22
2.4 How Aesthetics Influence Customer Behavior of Value Co-Creation 25
2.5 Customer Behavior of Value Co-Creation and Self-Brand Connection 31
2.6 Theoretical Framework 34
3. Method 34
3.1 Questionnaire Design 34
3.2 Measurements 36
3.3 Data Collection 37
4. Analysis 38
4.1 Reliability and Validity 39
4.2 Hypotheses Tests 42
4.3 Mediator Testing 44
5. Discussion and Concluding Remarks 47
5.1 Contributions and Implications 47
5.2 Limitations and Future Research 50
Appendix 53
References 55
 
List of Table

Table I: Means, Standard deviations and Correlations of Variables 40
Table II: Measurement model estimation and basic statistics 41
Table III: The effect of aesthetics on customer co-creation behavior 43
Table IV: The effect of customer behavior on self-brand connection 44
Table V: Indirect Effect of Customer Behavior on Self-Brand Connection 45
Table VI: Direct Effect of Customer Behavior on Self-Brand Connection 46

List of Figure
Figure I: Theoretical Framework 34

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