臺灣博碩士論文加值系統

本研究透過Kano 二維品質模式的角度來分析，探討智慧型手機使用者
對智慧型手機各品質特性之看法，並分析不同人口統計變數對智慧型手機品
質要素的差異情形，提供手機業者在經營上的參考，以提升手機業者服務品
質，也可以藉由智慧型使用者不同差異性，找出不同服務需求，以提高智慧
型使用者之滿意程度。
本研究設計五個構面，三十八個提項設計成問卷，針對台灣一般大眾發
放問卷，進行問卷調查，問卷發放數量共計350 份，回收342 份問卷，回收
率為98%，有效問卷289 份，接著對問卷進行樣本結構分析、Kano 品質要素
分類、ANOVA 檢定、Pearson 相關分析等。
本研究結果如下：
1. 本研究結果顯示，在38 個品質要素中，屬於必須品質要素有十項、
屬於無差異品質要素有十五項、屬於一元品質要素有十三項。
2. 在假設檢定之不同人口統計變數下，對於智慧型手機服務品質需求
有顯著不同之差異。
3. 在品質改善指標分析之要素分佈圖中，在第一象限的項目，可增加
智慧型手機使用者滿意與消除不滿的程度都很大，所以這些項目是
必須優先實施，手機業者應該花最多的心力這些要素加強改善上。

In this study, Kano two-dimensional quality model was adopted to analyze and explore the mobile phone users’ opinions of the various quality characteristics of smart phones, which shall serve as a reference for mobile phone companies in their business undertakings and the enhancement of their service quality. In addition, through the differences displayed by the smart phone users, different service needs were found to enhance the smart phone users’ satisfaction.
The research design covered five dimensions, and 38 question items were included in the questionnaire design. The questionnaire survey was conducted by distributing the questionnaires to the general public in Taiwan. A total of 350 questionnaire copies were distributed, and 342 copies were recovered, accounting for the recovery rate of 98%. Of which, 289 copies were valid questionnaires. Sample structural analysis, Kano quality element classification, ANOVA test, Pearson correlation analysis, and so on were subsequently conducted.
The results are as follows:
1.The results show that among the 38 quality elements, 10 were essential quality elements, 15 were quality elements without differences, and 13 were one-dimension quality elements.
2.In the hypothesis testing of different demographic variables, the smart phone service quality needs showed significant differences.
3.In the element distribution map of the quality improvement indicator analysis, the items in the first quadrant greatly enhanced the smart phone users’ satisfaction and the elimination of dissatisfaction. Therefore, the implementation of these items must be prioritized. Mobile phone companies should also render more efforts in strengthening the improvement of these elements.
Key words：Service Quality, The Kano two-dimensional quality model, Satisfaction, Smart Phone.

摘要 ............................... i
ABSTRACT ........................... ii
誌謝 ............................... iv
目錄 ............................... v
表目錄 ............................. vii
圖目錄 ............................. viii
第壹章 緒論 ........................ 1
第一節 研究背景與動機 .............. 1
第二節 研究目的 .................... 3
第三節 研究流程 .................... 4
第貳章 文獻探討 .................... 6
第一節 智慧型手機 .................. 6
第二節 服務品質 .................... 15
第三節 顧客滿意度 .................. 23
第四節 Kano 二維品質模式 ........... 28
第参章 研究方法 .................... 42
第一節 研究架構 .................... 42
第二節 研究假設 .................... 44
第三節 問卷設計 .................... 45
第四節 抽樣方法 .................... 48
第五節 問卷資料分析方法 ............ 49
第肆章 資料分析 .................... 50
第一節 問卷施測結果分析 ............ 50
第二節 期望度與滿意度分析 .......... 76
第三節 品質改善指標分析 ............ 81
第四節 品質改善指標象限圖 .......... 84
第伍章 結論 ........................ 87
第一節 結論 ........................ 87
第二節 後續研究建議 ................ 92
參考文獻： ......................... 93
附錄：問卷 ......................... 101
簡歷 ............................... 109

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【13】劉宗光(2010)，應用Kano模式於節慶活動品質屬性之研究-以2009苗栗西湖渡假村五月雪桐花祭為例，靜宜大學管理碩士在職專班碩士論文。

三、網路文獻
科技產業資訊室：http://cdnet.stpi.org.tw
Gartner：http://www.gartner.com
IDC：http://www.idc.com
資策會：http://www.iii.org.tw
http://www.ncc.gov.tw/chinese/news.aspx?site_content_sn=2016&is_history=0
http://www.gartner.com/it/page.jsp?id=1689814
http://www.idc.com/getdoc.jsp?containerId=prUS22871611
http://www.gartner.com/it/page.jsp?id=1622614
http://www.gartner.com/it/page.jsp?id=1282413
http://www.gartner.com/it/page.jsp?id=1529214