隨著網路的發展，購物方式逐漸從傳統的實體店面轉移到線上。雖然電子商務平台已滿足多數消費需求，但送禮這種富含高度社會價值的行為仍未得到足夠的重視。本研究目的為探討送禮者的情緒和精神需求，製作設計原型並且驗證，了解設計方案對於送禮者的價值及風險感知的影響。
研究目標分為三部分：首先，從文獻探討和用戶體驗研究，深入分析線上選禮與一般購物行為的差異，並且結合知覺價值及知覺風險理論，了解送禮者的情感和精神需求；再者，提出基於送禮者需求設計解決方案並進行驗證；最後，探討三層級需求架構對於電商應用程式功能開發的效益。
本研究發展過程為執行兩輪三鑽石設計流程，將知覺價值及風險理論的框架應用於問題解析和場域驗證的階段，探究送禮者的情緒和精神需求，並驗證設計方案的有效性。本研究將問題解析的洞見轉為三個影響情緒價值和心理風險感知的設計方案，以及三個影響社會價值和社會風險感知的設計方案，分別呈現給送禮者評估。
研究發現符合送禮者情感和精神需求的創新服務，可以成功提升送禮者對於目前電子商務平台的價值感知，並且降低風險感知。此外，狩野模型的結果顯示各項設計方案之於送禮者皆為魅力品質屬性。研究結果呈現洞察轉化使用者情緒與精神需求，幫助提升電子商務平台的價值，此成果可視為現今電子商務平台邁向體驗經濟的策略。

As online shopping continues to flourish, the traditional method of purchasing gradually shifts towards the digital platform. While e-commerce platforms satisfy the majority of consumer needs, the act of gift-giving, rich in social significance, still lacks sufficient attention. This study aims to explore the emotional and spiritual needs of gift-givers, develop design prototypes, and validate them to understand the impact of design solutions on the perceived value and perceived risk of gift-givers.
The research objectives are divided into three parts: Firstly, through literature review and user experience research, to conduct a thorough analysis of the differences between online gift selection and general shopping behavior, while integrating theories of perceived value and perceived risk to understand the emotional and spiritual needs of gift-givers. Secondly, to propose and validate design solutions based on the needs of gift-givers. Lastly, to explore the benefits of the three-level needs framework for the development of functionalities in e-commerce applications.
This study follows a two-round three-diamond design process, applying the frameworks of perceived value and risk theory to problem analysis and validation stages. It delves into the emotional and spiritual needs of gift-givers and validates the effectiveness of design solutions. Insights from problem analysis are translated into three design solutions influencing emotional value and psychological risk, as well as three design solutions influencing social value and social risk, presented for evaluation by gift-givers.
The study findings indicate that innovative services catering to the emotional and spiritual needs of gift-givers can successfully enhance their perceived value while reducing perceived risks. Additionally, the results from the KANO model demonstrate that all design solutions are perceived as attractive quality attributes by gift-givers. The research outcomes showcase insights into transforming user emotions and spiritual needs, aiding in enhancing the value of e-commerce platforms. These findings can serve as strategic guidelines for current e-commerce platforms transitioning towards the experience economy and developing the gift-giving market.

中文文獻
1. momo. (n.d.). momo - 公司簡介. Corp.momo.com.tw. Retrieved January 13, 2024, from https://corp.momo.com.tw/about/aboutmomo/
2. DT 財經調研. (2021). 礼品消费渐趋日常，但大多数消费者竟有“送礼焦虑”？__新快网. Www.xkb.com.cn. https://www.xkb.com.cn/articleDetail/202814
3. LINE. (2023, July 4). LINE禮物兩歲了 已有超過3,500萬個禮物從LINE聊天室送出！ 夥伴城市即日起開跑 限量「禮物咖啡」 1+1 一起為身邊的人加油打氣 | LINE Corporation | 新聞. LINE Corporation. https://linecorp.com/tw/pr/news/tw/2023/4610
4. PChome Online. (n.d.-a). 公司簡介 | PChome Online網路家庭/ 電子商務集團. Group Profile. Retrieved January 13, 2024, from https://corp.pchome.tw/about/
5. PChome Online. (n.d.-b). 露天市集 | PChome Online網路家庭/ 電子商務集團. Retrieved January 13, 2024, from https://corp.pchome.tw/business-units/ruten/
6. Rakuten. (n.d.). 公司資訊. Rakuten樂天市場. Retrieved January 13, 2024, from https://www.rakuten.com.tw/info/corp/
7. SHOPEE CAREER. (n.d.). Come Make History with Us | Shopee Careers. Careers.shopee.tw.
Retrieved January 13, 2024, from https://careers.shopee.tw/about
8. 台灣公司網. (n.d.). Www.twincn.com. Retrieved January 13, 2024, from https://www.twincn.com/
9. 台灣電子商務產學合作聯盟. (2019, April 22). 露天拍賣引進 eBay商品 跨境電商布局再進一步 – 台灣電子商務產學合作聯盟. https://alliance.ecrc.nsysu.edu.tw/?p=687
10. 周郁芬. (2021, March 18)。 2021品牌經營大解密：娛樂行銷為王 蝦皮化身接觸消費者的第一哩路. Www.bnext.com.tw. https://www.bnext.com.tw/article/61832/entertainment-marketing-shopee-ecommerce-reaches-consumers-directly
11. 陳怡伶 (2023)。利用整合型科技接受模式探討LINE禮物之使用意圖-以消費體驗為干擾變項。﹝碩士論文。健行科技大學﹞臺灣博碩士論文知識加值系統。 https://hdl.handle.net/11296/nu332t。
12. 東方線上消費者研究集團. (2021). 東方線上 2021 年 8月份消費者動態速報. 東方線上消費者研究集團. https://japanese.nccu.edu.tw/upload/6/doc/11980/8%E6%9C%88%E4%BB%BD%E6%B6%88%E8%B2%BB%E8%80%85%E5%8B%95%E6%85%8B%E9%80%9F%E5%A0%B1.pdf
13. 萬事達卡. (2017). 萬事達卡消費者購買傾向調查－情人節. 萬事達卡. https://www.mastercard.com.tw/content/dam/mccom/zh-tw/documents/2017-02-13.pdf
14. 魏文郡. (2022). 網購市場順勢躍升新高，成長率優於整體零售業. 經濟部. https://www.moea.gov.tw/Mns/dos/bulletin/Bulletin.aspx?kind=9&html=1&menu_id=18808&bull_id=9673
15. Welly SEO. (2023, September 20). 電子商務是什麼？ B2C 平台怎麼分？電子商務7大類總整理！. 偉利科技. https://welly.tw/digital-marketing/eletronic-commerce
16. 黃靖旻 (2022)。電商平台 APP 之服務品質、知覺價值、知覺風險對使用後的再購買意願與信任度的影響。﹝碩士論文。淡江大學﹞臺灣博碩士論文知識加值系統。 https://hdl.handle.net/11296/gvpy3y。
17. 葉廷廷 (2022)。探討知覺價值對消費行為與使用意願之研究－以網路購物服務為例。﹝碩士論文。南華大學﹞臺灣博碩士論文知識加值系統。 https://hdl.handle.net/11296/9zua2v。
18. 陳桂弦 (2012) 。PCHome 24小時購物之創新技術競爭策略 －以倉儲管理技術之專利分析為基礎。﹝碩士論文。國立政治大學﹞臺灣博碩士論文知識加值系統。 https://hdl.handle.net/11296/8kkry7。
19. 樂天市場新聞稿. (2013, November 15). 樂天市場 EXPO 大會，攜手台灣店家打造品牌，建立全球跨境商務，深化在地樂天生態系. Rakuten樂天市場. https://www.rakuten.com.tw/info/release/2013/1115/

英文文獻
1. Ballard, B. (2007). Designing the mobile user experience. Wiley.
2. Bauer, R. (1960). Consumer behavior as risk taking. Proceedings of the 43rd National Conference of the American Marketing Association.
3. Belk, R. W. (1976). It’s the Thought that Counts: A Signed Digraph Analysis of Gift-Giving. Journal of Consumer Research, 3(3), 155. https://doi.org/10.1086/208662
4. Boksberger, Philipp & Melsen, L. (2011). Perceived value: a critical examination of definitions, concepts and measures for the service industry. Journal of Services Marketing, 25(3), 229–240. https://doi.org/10.1108/08876041111129209
5. Chen, Z., & Dubinsky, A. J. (2003). A conceptual model of perceived customer value in e-commerce: A preliminary investigation. Psychology and Marketing, 20(4), 323–347. https://doi.org/10.1002/mar.10076
6. Clarke, R., & Jenkins, M. (1993). The strategic intent of on-line trading systems: a case study in national livestock marketing. The Journal of Strategic Information Systems, 2(1), 57–76. https://doi.org/10.1016/0963-8687(93)90023-4
7. Cramer-Flood, E. (2022, February 2). Global Ecommerce Forecast 2022. Insider Intelligence. https://www.insiderintelligence.com/content/global-ecommerce-forecast-2022
8. Danziger, P. (2015). Gifting report 2015. Unity Marketing.
9. Davies, G., Whelan, S., Foley, A., & Walsh, M. (2010). Gifts and Gifting. International Journal of Management Reviews, 12(4), 413–434. https://doi.org/10.1111/j.1468-2370.2009.00271.x
10. Dittmar, H., Long, K., & Meek, R. (2004). Buying on the Internet: Gender Differences in On-line and Conventional Buying Motivations. Sex Roles, 50(5/6), 423–444. https://doi.org/10.1023/b:sers.0000018896.35251.c7
11. Donthu, N., & García, A. (1999). The internet shopper. Journal of Advertising Research, 39(3), 52.
12. Dong, K. (2018). EazyTrack: Exploring Next-Gen Technology and User Experience Design to Help Relieve Stress. Rochester Institute of Technology.
13. Egger, F. (2001). Affective design of e-commerce user interfaces: How to maximise perceived trustworthiness. Proceedings of the International Conference on Affective Human Factors Design, 317–324.
14. Featherman, M. S., & Pavlou, P. A. (2003). Predicting e-services adoption: a perceived risk facets perspective. International Journal of Human-Computer Studies, 59(4), 451–474. https://doi.org/10.1016/s1071-5819(03)00111-3
15. Fokina, M. (2022, March 23). Online shopping statistics: Ecommerce trends for 2022. Tidio. https://www.tidio.com/blog/online-shopping-statistics/
16. Gibbs, G. R. (2007). Analyzing qualitative data. Sage Publications Ltd.
17. Hoffman, D. L., Novak, T. P., & Peralta, M. (1999). Building consumer trust online. Commun. ACM, 42, 4. https://doi.org/10.1145/299157.299175
18. History of E-Commerce. (n.d.). George Washington University. https://healthcaremba.gwu.edu/history-of-ecommerce
19. Hong, L. M., Che Nawi, N., Wan Zulkiffli, W. F., Mukhtar, D., & Fahmie, S. I. (2019). Perceived risk on online store image towards purchase intention. Research in World Economy, 10(2), 48-52.
20. Norman, D., Miller, J., & Henderson, A. (1995, May). What you see, some of what's in the future, and how we go about doing it: HI at Apple Computer. In Conference companion on Human factors in computing systems (p. 155).
21. Jacoby, J., & Kaplan, L. (1972). The Components of Perceived Risk. SV - Proceedings of the Third Annual Conference of the Association for Consumer Research, 382–393.
22. Garrett, J. J. (2010). The elements of user experience (2nd ed.). New Riders Publishing.
23. Jiang, L., Jun, M., & Yang, Z. (2015). Customer-perceived value and loyalty: how do key service quality dimensions matter in the context of B2C e-commerce? Service Business, 10(2), 301–317. https://doi.org/10.1007/s11628-015-0269-y
24. Johnson, D. (1998). Who’s on the internet and why. The Futurist, 32(6), 11–12.
25. Kallio, H., Pietilä, A.-M., Johnson, M., & Kangasniemi, M. (2016). Systematic Methodological review: Developing a Framework for a Qualitative semi-structured Interview Guide. Journal of Advanced Nursing, 72(12), 2954–2965.
26. Ariffin, S. K., Mohan, T., & Goh, Y. N. (2018). Influence of consumers’ perceived risk on consumers’ online purchase intention. Journal of Research in Interactive Marketing, 12(3), 309-327.
27. Kim, D. J., Ferrin, D. L., & Rao, H. R. (2008). A trust-based consumer decision-making model in electronic commerce: The role of trust, perceived risk, and their antecedents. Decision Support Systems, 44(2), 544–564.
28. Kiniulis, M. (2023, September 12). How Many Ecommerce Sites Are There in 2022? Www.markinblog.com. https://www.markinblog.com/how-many-ecommerce-sites/
29. Matzler, K., & Hinterhuber, H. H. (1998). How to make product development projects more successful by integrating Kano’s model of customer satisfaction into quality function deployment. Technovation, 18(1), 25–38. https://doi.org/10.1016/s0166-4972(97)00072-2
30. Miao, M., Jalees, T., Zaman, S. I., Khan, S., Hanif, N.-A., & Javed, M. K. (2021). The influence of e-customer satisfaction, e-trust and perceived value on consumer’s repurchase intention in B2C e-commerce segment. Asia Pacific Journal of Marketing and Logistics, ahead-of-print(ahead-of-print). https://doi.org/10.1108/apjml-03-2021-0221
31. Mitchell, V‐W., & Boustani, P. (1993). Market Development Using New Products and New Customers: A Role for Perceived Risk. European Journal of Marketing, 27(2), 17–32. https://doi.org/10.1108/03090569310026385
32. Mohd, Sylvester, M., Norhayati Zakuan, Ismail, K., & Kamarudin Mat Ali. (2014). Consumer perceived risk, attitude and online shopping behaviour; empirical evidence from malaysia. IOP Conference Series: Materials Science and Engineering, 58, 1. https://doi.org/10.1088/1757-899X/58/1/012007
33. Mordor Intelligence. (2023). Gifts Retailing Market Size & Share Analysis - Industry Research Report - Growth Trends. Www.mordorintelligence.com. https://www.mordorintelligence.com/industry-reports/gifts-retailing-market
34. Mortimer, G., FazaleHasan, Syed Muhammad, Grimmer, M., & Grimmer, L. (2020). Explaining the impact of consumer religiosity, perceived risk and moral potency on purchase intentions. Journal of Retailing and Consumer Services, 55, 102115. https://doi.org/10.1016/j.jretconser.2020.102115
35. Nielsen, J., Molich, R., Snyder, C., & Farrell, S. (2000). E-commerce user experience. (pp. 1–51). Nielsen Norman Group.
36. Oberlo. (2022). Find out How Many People Shop Online in 2020 | Oberlo. Oberlo. https://www.oberlo.com/statistics/how-many-people-shop-online
37. OECD. (2011). OECD Guide to Measuring the Information Society 2011. OECD Publishing. http://dx.doi.org/10.1787/10.1787/9789264113541-en
38. Online shopping. (2008, February 13). Pew Research Center: Internet, Science & Tech; PEW RESEARCH CENTER. https://www.pewresearch.org/internet/2008/02/13/online-shopping-2/
39. Peng, L., Zhang, W., Wang, X., & Liang, S. (2019). Moderating effects of time pressure on the relationship between perceived value and purchase intention in social E-commerce sales promotion: Considering the impact of product involvement. Information & Management, 56(2), 317–328. https://doi.org/10.1016/j.im.2018.11.007
40. Rintamäki, T., Kanto, A., Kuusela, H., & Spence, M. T. (2006). Decomposing the value of department store shopping into utilitarian, hedonic and social dimensions. International Journal of Retail & Distribution Management, 34(1), 6–24. https://doi.org/10.1108/09590550610642792
41. Reichheld, F. F. (2003). The one number you need to grow. Harvard business review, 81(12), 46-55.
42. Stone, R. N., & Winter, F. W. (1987). Risk: Is it still uncertainty times consequences. In Proceedings of the American Marketing Association (Vol. 1, pp. 261-265). Chicago, IL: Winter Educators Conference.
43. Semerádová, T., & Weinlich, P. (2022). The Broad and Narrow Definition of E-Commerce. Contributions to Management Science, 1–26. https://doi.org/10.1007/978-3-030-93131-5_1
44. Sherry, Jr., J. F. (1983). Gift Giving in Anthropological Perspective. Journal of Consumer Research, 10(2), 157. https://doi.org/10.1086/208956
45. Sherry, J. F., McGrath, M. A., & Levy, S. J. (1993). The dark side of the gift. Journal of Business Research, 28(3), 225–244. https://doi.org/10.1016/0148-2963(93)90049-u
46. SimilarWeb. (2023). Website Performance. Similarweb. https://pro.similarweb.com/#/digitalsuite/websiteanalysis/overview/website-performance/
47. Stone, R. N., & Grønhaug, K. (1993). Perceived Risk: Further Considerations for the Marketing Discipline. European Journal of Marketing, 27(3), 39–50. https://doi.org/10.1108/03090569310026637
48. Sweeney, J. C., & Soutar, G. N. (2001). Consumer perceived value: The development of a multiple item scale. Journal of Retailing, 77(2), 203–220.
49. Teo, T. S. H., & Yu, Y. (2005). Online buying behavior: a transaction cost economics perspective. Omega, 33(5), 451–465. https://doi.org/10.1016/j.omega.2004.06.002
50. Vanhamme, J., & de Bont, C. J. P. M. (2008). “Surprise Gift” Purchases: Customer Insights from the Small Electrical Appliances Market. Journal of Retailing, 84(3), 354–369. https://doi.org/10.1016/j.jretai.2008.06.003
51. Wang, D., Hsieh, W.-A., Chen, S.-Y., & Tang, H.-H. (2022). The Complexities of Transport Service Design for Visually Impaired People: Lessons from a Bus Commuting Service. International Journal of Dsign, 16(1), 55–73. https://doi.org/10.57698/v16i1.04
52. Wooten, D. B. (2000). Qualitative Steps toward an Expanded Model of Anxiety in Gift-Giving: Figure 1. Journal of Consumer Research, 27(1), 84–95. https://doi.org/10.1086/314310
53. Yltävä, L. (2022, November 14). Do people buy gifts online or in-store? U.K. 2022. Statista. https://www.statista.com/statistics/1343854/share-consumers-purchase-gifts-online-in-store-uk/
54. Zacharias, C. (2018, April 7). What is a Good Net Promoter Score to Have? SurveySparrow. https://surveysparrow.com/blog/what-is-good-nps-score/
55. Zhang, L., Tan, W., Xu, Y., & Tan, G. (2011). Dimensions of Perceived Risk and Their Influence on Consumers’ Purchasing Behavior in the Overall Process of B2C. Engineering Education and Management, 111.