應用修正式德菲爾法及Kano模型探討消費者 對保健飲品之需求

Consumer Health Beverage Demand Analysis using Modified Delphi and Kano Model

吳季芳(Chi- Fang Wu)

指導教授 ： 邱光輝

國立臺北大學/商學院/企業管理學系/碩士(2016年)

摘要

本研究主要在探討消費者購買保健飲品之需求分析，首先運用修正式德爾菲法找出核心之需求。透過七位專家訪談及文獻的收集，整理出詢問專家對產品構面及屬性的問卷，問卷調查採用李克特 (Likert) 五尺度量表，再進行專家訪問。經過二回合的專家訪問彚整出重要性及一致性的產品屬性。再運用 Kano 模型品質模型的「雙向問卷」發展成「三向問卷」，將每題重要產品屬性問題從雙向「具有」及「不具有」，改為「高度具有」、「中度具有」、「低度具有」三個層次的問卷方式。從核心需求再剖析重要性的強弱度，提供108位受訪者調查產品屬性重要程度的相關性，找出有效提升滿意度的重要品質項目。
本研究歸納專家統合共識的重要性及一致性產品屬性包括：有效性、安全性、信賴性、促銷性、品質性、適口性、認同性、辨識性、價格性、功能性、服務性、時間性、方便性及易服性。透過問卷結果，每題屬性資料可得出三層次的結果 (點)，模擬 Kano 模型的曲線，更精準分析消費者購買保健飲品產品屬性的喜歡程度及屬性足夠與否之間的相關性。根據Kano模型二維品質分類的結果，分別為；1.魅力品質 (Attractive)；2.一維品質 (One-dimensional) 3.必要品質 (Must-be) 4.無差異品質 (Indifference) 5.反向品質(Reverse)，說明各項的品質屬性特質，結果依照每個產品屬性曲線趨勢判讀比對 Kano 品質模型曲線，辨識出影響消費者購買保健飲品的重要魅力因子。期能在未來發展新產品有良好的策略或既有產品改善，提升產品最大價值與競爭能力。

關鍵字

狩野 (Kano) 模型 ； 修正式德爾菲法 ； 產品屬性

並列摘要

The main purpose of this research is to discuss the consumer health beverage demand analysis by using modified Delphi to uncover the core demand. We were able to finalize product consistency and importance on the final survey using Kano model to develop it from a dual directional (possess, do not possess) to a triple directional (high possession, medium possession, low possession) survey. From the analysis of core demand, we then provided 108 subjects with information to investigate the relationship of importance between every product to find out what were the criteria to improve product quality.
The consistency and importance of product attributes include: effect, safety, trustworthy, marketability, quality, taste, identification, functionality, serviceability, time, convenience and simplicity. By using Kano model, we were able to more accurately analyze the relationship between fondness and adequacy between different health beverage product attributes displayed by consumers. The results of the analysis were 1. Attractive; 2. One-dimensional; 3. Must-be; 4. Indifference; 5.Reverse. Hopefully by using the above mentioned results, we can raise the total value and competitiveness for the new product development and product upgrade.

並列關鍵字

Kano Model ； Modified Delphi Method ； Product Attribute

參考文獻

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