近年來隨著電動車的崛起和自動化工業不斷的進化，同步馬達的需求大幅增加，且應用範圍也會越來越廣泛。相較於其他類型的馬達，同步馬達具有高效率、高功率因數以及低功率損耗等特點，在應用上也有高精度、高穩定性跟壽命長的特點，因此能夠保證在設備運作期間較不會出現問題。本研究運用Kano二維模式探討工業設備購買同步馬達的關鍵因素，透過對同步馬達的性能特點、市場需求與消費者購買需求進行分析，並探討如何提高同步馬達的市場競爭力以及消費者需求進行分析。本研究透過問卷調查分析43位相關專業領域背景之受試者在選用或購買同步馬達時的關鍵因素。並對34項消費者購買因素使用精緻化二維品質模式屬性針對題目選項做更深入的分析歸類，以及透過重要性績效度分析進行資料分析。透過二維品質要素分析的「增加滿意指標」來看，馬達大量購入享優價格、馬達效率以及馬達供應商即時解決客戶產品或技術上問題這些要素有具備時，消費者皆會感到滿意；透過「消除不滿意度指標」來看，馬達安全性能，此要素缺乏時可能會對品牌形象和業務績效產生負面影響。根據敘述性分析結果發現，產品特性構面、企業品牌構面以及產品價格構面若經營得當，對受試者而言是較吸引的。有趣的是經差異分析結果發現馬達製造商參加相關展覽在年齡分群、職業分群、產業類別分群上皆有顯著性的差異，這可能是因為展覽提供了一個展示最新技術和產品的平台，不同群體的消費者對於這些信息的需求和關注程度不同。企業可以根據這些分析結果，有針對性地制定策略，以吸引目標受眾並提升品牌知名度和市場份額。

In recent years, with the rise of electric vehicles and the evolution of the automation industry, the demand for synchronous motors has increased significantly and the range of applications will become more widespread. Compared to other types of motors, synchronous motors have high efficiency, high power factor, and low power loss, and also have high precision in applications. The high stability and long life characteristics guarantee fewer problems during the operation of the equipment. This study uses the Kano Two-dimensional Quality Model to explore the key factors in the purchase of synchronous motors in industrial equipment. It analyzes the performance characteristics of synchronous motors, market demand, and consumer purchase demand, and explores how to improve the market competitiveness of synchronous motors and consumer demand. A questionnaire was used to analyze the key factors in selecting or purchasing synchronous motors for 43 subjects with background in relevant fields of expertise. Consumers will be satisfied when the factors of the "increased satisfaction index" of the 2D quality factor analysis are in place. Motor safety performance, a lack of this element can negatively impact brand image and business performance. Narrative analysis found that product characterization, corporate brand profile and product price profile, if properly managed, were more attractive to the subject. Interestingly, the difference analysis found that motor manufacturers' participation in the relevant exhibitions showed significant differences in age, occupational, and industrial categories, possibly because the exhibition provided a platform for showcasing the latest technologies and products. Different groups of consumers have different levels of demand and attention to these messages. Based on these analyzes, businesses can tailor strategies to reach target audiences and increase brand awareness and market share.

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