以聯合分析探討MP3隨身聽之產品價值與顧客需求的關連性

Applying Conjoint Analysis into Exploring Relationship between product values and Customer needs .

曾華敏(Hua-min Tseng)

指導教授 ： 陳文印

國立臺北科技大學/設計學院/創新設計研究所/碩士(2005年)

https://doi.org/10.6841/NTUT.2005.00221

摘要

成功的產品必須滿足顧客需求且具有價值，但顧客需求之產品屬性和具有產品價值的產品屬性是否相符，以及產品設計應如何兼顧產品價值與顧客需求等，因此透過產品價值與顧客需求之關連性的研究，找出兩者間的差異或相關性，以供設計師在規劃設計產品時之參考依據。
本研究利用產品價值和顧客需求對應的產品屬性來產生初步屬性與水準，透過聯合分析之估計程序，研究顧客對各屬性水準的偏好結構，根據計算出的屬性組合總效用值進行聯合分析的融合估計，求出屬性重要性權重及偏好水準之成份效用值，以確認顧客重視之產品屬性及偏好水準，並且透過屬性重要性權重的了解，以得知顧客對需求屬性及價值屬性的偏好差異及關連性。
本研究結果如下：
一、 顧客在選購硬碟型MP3隨身聽時重視之關鍵因素依序為外觀造形、重量、操作方式、記憶體容量、電池續航力。
二、 產品價值與顧客需求的關連性成正比，愈符合顧客需求者產品價值愈高，而顧客之購買意願也愈高。
三、 最佳之產品屬性組合為組合B及組合C。

關鍵字

產品價值 ； 產品屬性 ； 顧客需求 ； 聯合分析

並列摘要

A successful product must meet the customer needs and possess its product values. But how do we know if they are matched or not between the attributes of customer needs and product values? How do we look after both side of customer needs and product values when designing a product? Through researching the connecting between customer needs and product values, we hope we can find the differences or relativities for designers reference when planning and designing products.

This research make use of the product attributes of customer needs and product values to result the initial attributes and levels. Through the calculating procedure of conjoint analysis, we can analysis the customer’s partiality structure of each attribute level. To proceed merging calculating of conjoint analysis base on the calculated total effective value of attributes constitute, it will be resulted the weighted importance of attributes and the effective value of partiality levels to realize which product attribute and effective level customer put importance on. Through comprehending with the weighted importance of attribute, we can understand the differences and relationship of customer’s partialities between the attributes of customer need and product value.

The results of this research are as follows:
A. When purchasing a hard disk MP3 player, the key attributions that customers place importance on are Appearance, Weight, Operating method, Memory capacity and Power capacity.
B. The relation of customer need and product value is direct proportioned, the product value and the desire of purchasing a product are both higher as the product is more fit to the customer needs.
C. The best compositions of product attributions are composition B and composition C.

並列關鍵字

Product values ； Attribute of product ； Customer needs ； Conjoint analysis

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