運用 Kano 模型探討穿戴式手錶之需求

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题名:	運用 Kano 模型探討穿戴式手錶之需求 Investigating Consumer Required Functions of Wearable Watches through Kano Model Approach
作者:	黃政旻 Huang, Chen-Min
贡献者:	資訊管理學系碩士在職專班
关键词:	狩野模型穿戴式手錶關鍵因素訪談調查 Kano model wearable watch key factors interview survey
日期:	2016-01-09
上传时间:	2016-01-27 11:00:37 (UTC+8)
摘要:	智慧生活的相關應用，帶動了穿戴式手錶業者及學界的關注及投入；但是，迄今為止，整個市場的成長速度似未如預期，間接反應了現有業者和研究者對於消費者在穿戴式手錶認知與預期的缺口。因此，為協助彌平此一實務與研究缺口，本研究利用狩野(Kano)模型，從消費者觀點進行相關需求的探討；透過文獻分析及十位專家訪談，本研究找出19項候選需求屬性，再利用317份回收問卷進行分析；同時間，為確保研究結果的信效度，本研究進一步訪談負責開發新穿戴式手錶的代表業者之高階主管，作為驗證與比對基礎。研究結果發現，本研究所提的19項候選屬性多被歸屬至一維品質(七項)與無差異品質(12項)，無法找出魅力品質所在；此外，不同性別、年齡和使用經驗者，對於穿戴式手錶需求與認知差異並不顯著；同時間，受訪的消費者對於涉及服務層面及使用感知相關的產品功能較為重視，至於在硬體元件及衍伸應用的認知與期望，則多屬非加分的無差異品質項目。所以，機前述研究發現，本研究建議，穿戴式手錶的業者宜嘗試從消費情境及系統服務觀的角度，取代傳統產品屬性與特定服務導向的創新研發思維，進行屬性與新服務需求的找尋，方有機會在尚未浮現殺手級應用的情況下找到加值與差異化的關鍵。 The trend of smart living has led a vast amount of players and academic researchers on the research and development of wearable watches. However, the market growth speed of wearable watches is far behind expectation, implying a potential perceptions gap between product providers and consumers. As a result, to help close the above-mentioned gap, this thesis investigates how consumers perceive and evaluate on key attributes and functions of a wearable watch by adopting the Kano model approaching. 19 items highlighted both by current literature and expert interviews taken by this study are regarded as candidate attributes being analyzed, whereas 317 valid respondents are taken as our analysis basis. Moreover, to ensure the reliability and validity, an in-depth interview with a senior manager, who is currently in charge of developing a new wearable watch for a leading manufacturer, is further taken. Our findings show that none of the proposed attributes is categorized as attractive attributes; besides, there are no significant differences amongst consumers in terms of gender, age and usage experience; what is more, our data shows that consumers tend to pay more attention to attributes relevant to services and perceived functions, in comparison with those attributes on hardware, components and specific service supports. Based on the above findings, implications for manufactures are discussed in the end of this thesis.
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