臺灣博碩士論文加值系統

本研究以Kano二維模型(Kano's model)作為研究基礎，探討消費者對於行動電話產品功能訴求偏好；方法目的鏈(MECs)方法作為應用依據，探討消費者對於產品功能的認知與感受，並將兩者結合成為「二維功能價值圖」，以作為廣告策略分析探討之依據。首先利用內容分析法從行動電話的相關文獻、平面媒體與網路廣告當中，整理歸納出屬性、結果變數，以及採用Kahle (1989)所提出List of Values (LOV)的九個價值變項作為本研究之變數，藉以找出高中、大學以及非學生三個不同區隔族群消費者重視的行動電話功能訴求以及對於行動電話功能訴求偏好，並了解經由消費者偏好的功能訴求所產生的結果與價值感受。
研究結果發現，以二維模式分析出消費者對於行動電話的功能訴求偏好以一元功能居多，另外由方法目的鏈(MECs)方法中發現行動電話產品功能變數當中的「MP3音樂播放器」、「內建相機」與「手機造型」為消費者在選擇行動電話產品時重視的產品功能變數，「增加生活樂趣」、「享受科技生活」與「實用性」為多數消費者經由產品屬性所產生的結果利益，「安全感」、「成就感」、與「生活中的樂趣」是最多消費者經由結果利益所產生的最終價值感受。
洞悉消費者內心所需，為行銷廣告規劃之根源。行動電話廠商與行銷人員可藉由本研究結合Kano二維品質模型(Kano's model)與方法目的鏈(MECs)兩種研究方法而成的「二維功能價值圖」了解到消費者對於產品功能訴求的偏好以及經由產品功能訴求所產生的結果與價值感受，作為規劃行銷廣告策略與產品設計之參考。

This study was based on Kano’s model to investigate consumer’s need and preference for functions of mobile phones and used Means-End Chains (MECs) to examine consumer’s cognition and perception of product functions. The two models were integrated to create a “Two-dimensional Hierarchical Value Map” as the foundation for the analysis of advertising strategies. This study first adopted content analysis method to induce attributes and outcome variables from literatures, printed media, and Internet advertisement about mobile phones. The nine value variables on the List of Values (LOV) proposed in Kahle (1989) were employed to find out the need and preference of three segmented groups of consumers, high school students, college students, and non-student, for mobile phone functions and further understand the outcomes and value perceptions generated by their preferred functions.
The 2-dimensional model analysis indicated that the functions of mobile phones preferred by consumers were mostly one-dimensional. The MECs analysis showed that “MP3 music player”, “built-in camera”, and “mobile phone exterior design” were the functions valued by consumers when they purchased mobile phones, and “increase of pleasure in life", “enjoyment of the life of technology”, and “practicality” were the outcome benefits generated from product attributes. “security”, “sense of accomplishment”, and “fun and enjoyment of life” were the ultimate values resulted from outcome benefits.
To discern consumer’s need from the heart is the basis of marketing advertising planning. Mobile phone manufacturers and marketing personnel may use the proposed “two-dimensional function-value map” integrated with Kano’s model and MECs to understand consumer’s need and preference for product functions and further use the result and value perceptions as the reference for marketing advertising strategies and product designs.

中文摘要 --------------------------------------------- i
英文摘要 --------------------------------------------- ii
致謝 ---------------------------------------------- iv
目錄 ---------------------------------------------- v
表目錄 ---------------------------------------------- viii
圖目錄 ---------------------------------------------- x
一、 緒論------------------------------------------- 1
1.1 研究背景與動機---------------------------------- 1
1.2 研究目的---------------------------------------- 2
1.3 研究流程---------------------------------------- 2
1.4 研究限制---------------------------------------- 4
二、 文獻探討---------------------------------------- 5
2.1 行動電話產業發展--------------------------------- 5
2.1.1 行動電話市場------------------------------------- 6
2.2 廣告訴求---------------------------------------- 8
2.2.1 廣告訴求定義------------------------------------- 8
2.3 方法目的鏈--------------------------------------- 10
2.3.1 產品屬性-----------------------------------------10
2.3.2 消費結果感受------------------------------------- 12
2.3.3 消費者價值感受----------------------------------- 12
2.3.4 方法目的鏈理論----------------------------------- 13
2.3.5 方法目的鏈調查方法—屬性、結果與價值聯結技術--------- 15
2.4 二維品質模式------------------------------------- 18
2.4.1 雙因子理論--------------------------------------- 18
2.4.2 Kano二維品質模式---------------------------------19
2.4.3 Kano二維品質模式的優點---------------------------- 21
2.4.4 Kano 品質模式的調查方法與要素之歸類---------------- 22
三、 研究方法---------------------------------------- 24
3.1 研究架構---------------------------------------- 24
3.2 問卷設計---------------------------------------- 26
3.2.1 問卷設計-----------------------------------------26
3.2.2 問卷發放與抽樣對象------------------------------- 29
3.3 分析方法---------------------------------------- 29
3.3.1 信度分析---------------------------------------- 29
3.3.2 敘述性統計--------------------------------------- 29
3.3.3 二維品質分類 -----------------------------------29
3.3.4 階梯法與截點統計表之計算方式----------------------- 32
四、 分析與結果--------------------------------------- 33
4.1 Kano二維模型問卷項目之信度分析--------------------- 33
4.2 人口統計變數------------------------------------- 34
4.2.1 性別-------------------------------------------- 34
4.2.2 高中消費族群每月可支配零用金額--------------------- 34
4.2.3 大學消費族群每月可支配零用金額--------------------- 35
4.2.4 非學生消費族群每月收入金額------------------------- 35
4.3 消費者使用特性----------------------------------- 36
4.3.1 目前使用中的行動電話門號服務業者------------------- 36
4.3.2 目前使用中的行動電話品牌選擇----------------------- 36
4.3.3 行動電話使用時間--------------------------------- 37
4.3.4 購買行動電話時考慮因素---------------------------- 38
4.3.5 擁有過的行動電話數-------------------------------- 38
4.4 二維模型功能分類--------------------------------- 39
4.4.1 高中消費族群二維功能分類-------------------------- 39
4.4.2 大學消費族群二維功能分類-------------------------- 41
4.4.3 非學生消費族群二維功能分類------------------------ 43
4.4.4 受訪族群整體二維功能分類-------------------------- 45
4.5 價值知覺圖之繪製--------------------------------- 47
4.5.1 高中消費族群價值知覺圖--------------------------- 47
4.5.2 大學消費族群價值知覺圖---------------------------- 51
4.5.3 非學生消費族群價值知覺圖-------------------------- 54
4.5.4 受訪族群整體價值知覺圖---------------------------- 57
4.6 產品特性廣告訴求--------------------------------- 60
4.6.1 高中消費族群二維功能價值知覺圖--------------------- 60
4.6.2 大學消費族群二維功能價值知覺圖--------------------- 63
4.6.3 非學生消費族群二維功能價值知覺圖------------------- 66
4.6.4 受訪族群整體二維功能價值知覺圖--------------------- 69
五、 結論與建議--------------------------------------- 72
5.1 研究結論---------------------------------------- 72
5.1.1 方法目的鏈--------------------------------------- 72
5.1.2 Kano二維模式------------------------------------ 73
5.1.3 產品特性廣告訴求：二維功能價值圖之應用-------------- 75
5.2 研究建議---------------------------------------- 77
參考文獻 ----------------------------------------------- 78
附錄一 ----------------------------------------------- 82
附錄二 ------------------------------------------------87
附錄三 ----------------------------------------------- 91

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