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研究生:賴彥汝
研究生(外文):Lai,Yan-Ru
論文名稱:感質元素對知覺品質之影響
論文名稱(外文):The Influence of Qualia Elements on Perceived Quality
指導教授:吳祉芸黃開義黃開義引用關係
指導教授(外文):Wu, Chih-YunHuang, Kai-I
口試委員:吳祉芸黃開義葉子明白凢芸
口試委員(外文):Wu, Chih-YunHuang, Kai-IYe,Zi-MingBai,Fan-Yun
口試日期:2012-07-09
學位類別:碩士
校院名稱:東海大學
系所名稱:企業管理學系碩士班
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2012
畢業學年度:100
語文別:中文
論文頁數:48
中文關鍵詞:感質構面感性工學知覺品質
外文關鍵詞:Qualiaperceived qualityemotion
相關次數:
  • 被引用被引用:5
  • 點閱點閱:379
  • 評分評分:
  • 下載下載:17
  • 收藏至我的研究室書目清單書目收藏:2
隨著消費習慣的改變,近年來消費者所重視的產品元素以不再只是以「實用」為主,如Sony於2001年所規劃提出的「QUALIA」產品提案,就是在評估產品是否能創造出「情感價值」,而非基本的產品功能與規格。因此若能將感質元素融入於有形產品與服務流程中,將能創造感動品質,提供顧客感性價值,加上過去學者研究發現「知覺品質」會影響顧客購買行為,因此若找出影響知覺品質的感質構面,並加強該構面,不僅能促進消費者購買慾望,更能提升企業整體的競爭力。
本研究利用問卷調查法驗證感質與知覺品質的關聯性,供企業在產品設計和服務流程中作為參考。首先,本研究提出過去感質的相關文獻,分別針對感質相關概念作說明;接著將利用焦點團體法所發展出來的感質元素作為本研究問卷題項。經過問卷前測後,調整題項並將本研究之標的物訂在體驗需求極高的「家具家飾」。
問卷結果統整及分析後,顯示出在家具家飾類別中感質六大構面的「個人風格」及「精緻」構面對知覺品質有顯著影響。在此結果外,經由問卷發展過程顯示,感質概念範圍廣闊,並不能直接套用在不同的產品類別上,因此在發展問項時必須依產品類別進行題項調整。本研究的問項設計及發展流程程,可提供其他產品類別在探討其感質元素時作為參考之用。

Because of changing consumption habits, consumers not solely focus on "practical" when they consider the product elements. Sony has proposed the concept, QUALIA. That is used to estimate whether products can evoke emotion value, besides the products’ basic function or specifications. If we can put Qualia elements into tangible products and service process, the emotion value and perceived quality will be enhanced. Past studies showed that perceived quality will affect consumers purchase behavior and intension. The current study intends to disentangle the influence of Qualia dimensions on perceived quality.
Questionnaire is used to collect data, and the relation between Qualia and perceived quality is tested. Enterprises can refer the results when they design the products or service process. First, this study followed the definition of Qualia and separated them into six dimensions. Second, confirming Qualia element s as questionnaire items by focus group. After pretesting, furniture and decoration was chosen as target which people need to experience before purchasing.
The results show two of the six dimensions, "personal style" and "delicacy", are positively related to perceived quality. Besides, when developing questionnaire, it shows that Qualia concept covers a wide range, it cannot be used in all category of products without modification. So it needs to be adjusted when developing the question items.

第壹章 緒論 1
第一節 研究動機 1
第二節 研究目的 1
第三節 研究流程 2
第貳章 文獻探討 3
第一節 感質相關概念 3
第二節 感質元素 10
第三節 知覺品質 12
第四節 「感質」與「知覺品質」之關係 14
第参章 研究方法 15
第一節 研究樣本 15
第二節 研究工具 15
第三節 問卷發放 17
第四節 變數衡量 17
第五節 前導研究 19
第六節 前測 27
第肆章 統計分析與結果 29
第一節 樣本型態 29
第二節 信效度分析 32
第伍章 結論與建議 36
第一節 理論意涵 36
第二節 管理意涵 37
第三節 研究限制與未來研究建議 38
第四節 結論 40
【參考文獻】 41
【附錄】 45

圖目錄
圖1-1 研究流程 2
圖2-1 三頻道原始心流模型 5
圖5-1 本研究執行流程 39
表目錄
表2-1 心流、體驗、感質觀念之整理 8
表2-2 感性工學文獻整理 9
表2-2 感性工學文獻整理 (續) 10
表2-3 感質五元素 11
表2-4 知覺品質定義匯整表 13
表3-1 感質之變數內涵 18
表3-1 感質之變數內涵(續) 19
表3-2 知覺品質之變數內涵 19
表3-3 發展元素過程 20
表3-3 發展元素過程(續) 21
表3-4 量表問項探討 23
表3-5 前測信度分析 28
表4-1 樣本型態表 29
表4-1 樣本型態表(續) 30
表4-2 信度分析 32
表4-3 Pearson相關係數表 33
表4-4 敘述統計 34
表4-5 迴歸分析表-知覺品質 34


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