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研究生： 郭弘正
Hung-cheng Kuo
論文名稱： 創新商品能否暢銷之關鍵因素探索-以智慧型手機為例
Exploring the Key Factors of Innovative Products Sold Well- the Smart Phone Case
指導教授： 盧希鵬
Hsi-peng Lu
口試委員: 欒斌
Pin Luarn
紀佳芬
Chia-fen Chi
學位類別： 碩士
Master
系所名稱： 管理學院 - 資訊管理系
Department of Information Management
論文出版年： 2011
畢業學年度： 99
語文別： 中文
論文頁數： 91
中文關鍵詞： 智慧型手機 、創新擴散理論 、德爾菲法 、Kano品質分類
外文關鍵詞： smart phone, Innovation Diffusion Theory, Delphi method, Kano’s methods
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    • 隨著行動通訊技術的進步、行動頻寬的提昇，消費者所使用之通訊產品需求已經從功能型手機改變為智慧型手機，更豐富的軟體內容與手機即時資訊服務，讓智慧型手機如雨後春筍般的被大量製造推出。本研究主要的目的是探索智慧型手機能否暢銷的關鍵因素，以作為行動電信業者代理銷售智慧型手機之遴選參考。
    本研究以創新擴散理論為理論框架，在專家訪談後依逐字稿整理智慧型手機能否暢銷之影響因素，並依理論框架所定義之特徵作為影響因素之歸類與編碼依據，然後以德爾菲法完成原始訪談專家之資料驗證後，最後再依影響因素之重要程度排名產生關鍵因素，及以Kano品質分類進行品質歸類。
    結論為智慧型手機暢銷關鍵因素主要分為：(1).創造科技流行之風潮、(2).提供豐富軟體內容與人性化操作介面、(3).搭配行動電信業者之手機補貼策略、(4).搭配順暢且能昇版之作業平台等四大類，而不暢銷關鍵因素主要分為：(1).搭配不合適之作業平台、(2).硬體基本功能或設計有問題、(3).程式執行或操作上不符合需求、(4).使用過時之硬體設計等四大類。本研究亦依據Kano品質分類，提供關鍵因素之應用建議。

    The consumer demand of mobile telecom product has been changed from the feature phone to the smart phone with improvement of technology and growth of mobile bandwidth. Richer content of software and real-time information services let smart phone be mass-produced rapidly. The main purpose of this study is to explore the key factors why some smart phones be sold well as a selecting reference of the smart phone agency for the mobile telecom operator.
    The Innovation Diffusion Theory was used as the theoretical framework of this study. The study collected influential factors of smart phone sold well or not from verbatim of experts’ interview. Influential factors were classified and encoded by the features which the theoretical framework defined. Then, data were validated by the Delphi method from original experts. Finally, the key facts were generated by importance of the influential factor rankings and classified by the Kano’s methods.
    The conclusion is that the key factors of smart phone sold well are divided into following four major categories: (1). to create the fashion of using technology product, (2). to provide rich content of software and user-friendly interface, (3). with a handset subsidy policy of the mobile telecom operator, (4). with a smooth and Scalable operating platform. On the other hand, key factors of smart phone not sold well are divided into following four major categories: (1). with an inappropriate operating platform, (2). With problems of basic functions on hardware or design, (3). program execution or operation does not meet the requirements, (4). using outdated hardware design. The study also provided the suggestion of the key factors application according to the Kano’s methods.

    摘　要 I ABSTRACT II 誌　謝 III 目 錄 IV 圖目錄 VII 表目錄 VIII 第1章 緒論 1 1.1 研究背景 1 1.2 研究動機 4 1.3 研究目的 4 1.4 研究流程 5 第2章 文獻探討 6 2.1 智慧型手機(SMART PHONE) 6 2.1.1 定義與特徵 6 2.1.2 發展歷程 6 2.2 創新擴散理論(INNOVATION DIFFUSION THEORY) 7 2.2.1 理論框架 8 2.2.2 創新擴散各階段族群 9 2.2.3 理論比較與引用 10 2.3 德爾菲法(DELPHI METHOD) 11 2.3.1 定義與特徵 11 2.3.2 操作方式 12 2.4 KANO品質要素分類(KANO’S METHODS) 13 2.4.1 品質分類定義 13 2.4.2 要素曲線特性 14 2.4.3 Kano品質評價表 16 2.4.4 Kano品質分類應用 17 第3章 研究方法 20 3.1 研究架構 20 3.2 專家訪談 21 3.2.1 選定原則 21 3.2.2 背景經歷介紹 21 3.3 研究設計 22 3.3.1 逐字稿整理 22 3.3.2 結構式問卷設計 23 3.3.3 影響因素重要性投票 23 3.3.4 Kano品質分類問法 24 3.3.5 Kano品質分類邏輯 24 3.4 研究驗證 26 3.4.1 驗證方式 26 3.4.2 驗證目的 28 第4章 資料分析 29 4.1 影響因素分析 29 4.1.1 暢銷因素創新擴散特徵歸類 29 4.1.2 不暢銷因素創新擴散特徵歸類 33 4.1.3 影響因素整體分析 36 4.1.4 專家意見傾向分析 37 4.2 關鍵因素分析 38 4.2.1 關鍵因素選定原則 38 4.2.2 重要程度排名 39 4.3 KANO品質分類分析 40 4.3.1 暢銷因素之Kano品質分類分析 40 4.3.2 不暢銷因素之Kano品質分類分析 43 4.3.3 關鍵因素之Kano品質分類佔比 45 4.3.4 關鍵因素之Kano品質分類重要性分析 47 4.4 交叉比對分析 49 4.4.1 暢銷因素之交叉比對 50 4.4.2 不暢銷因素之交叉比對 51 第5章 結論與建議 53 5.1 研究結論 53 5.2 管理意涵 54 5.3 研究限制 57 5.4 後續研究建議 57 參考文獻 58 附錄一 專家訪談說明 61 附錄二 訪談結果分析表 62 附錄三 專家意見驗證問卷(第一回) 69 附錄四 專家意見驗證問卷(第二回) 77

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    網站
    [1] ABI Research智慧型手機研究報告
    http://www.abiresearch.com/products/service/Mobile_Devices_Research_Service
    [2] Olswang report智慧型手機研究報告
    http://www.olswang.com/main.asp?sid=135
    [3] UMTS Forum「LTE行動頻寬生態系統：全球機會」報告
    http://www.slideshare.net/GoingLTE/lte-mobile-broadband-ecosystemthe-global-opportunity
    [4] 智慧型手機定義網站
    http://www.allaboutsymbian.com/features/item/Defining_the_Smartphone.php
    [5] 智慧型手機發展歷程暨簡介網站
    http://en.wikipedia.org/wiki/Smartphone
    [6] 資策會FIND網站
    http://www.find.org.tw/find/home.aspx?page=many&id=283

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