液晶電視研發多年,從CRT, LCD, LED, 3D, OLED及智慧型電視等不斷進化與開發,液晶電視品牌業者不斷強化液晶電視的功能性能,近年來強力主打3D立體影像、智慧型液晶電視、甚至是超高解析度畫質,但是否這些真的都滿足消費者心中的需求? 本研究以過去一年曾購買或未來一年想購買電視消費者為研究對象,並以參考Kotler and Keller (2007) 提出的產品五層次為基礎,將液晶電視產品屬性加以分類整理,並透過重要度與滿意度模式,瞭解實際液晶電視產品屬性之認知差異缺口。最後再結合市場趨勢發展,找出對液晶產業業者有機會發展的特點。期待能透過此研究,衡量出差距的項目與程度,並結合產業發展,做為液晶電視產業對於產品開發與資源重分配之參考。
LCD TV has been developed for many years, and the technology evolved from CRT to LCD, LED, 3D, OLED and finally to Smart TV. As the manufacturers keep enhancing LCD TV’s features, it is uncertain whether the additional features will meet consumer’s needs. The importance and satisfaction on the designated TV product attributes were investigated via I-S model in this study. It was expected the gap between the consumer’s desire and manufacturer’s offering could be defined and quantified, and the result could be utilized as a guideline for product development and resource allocation for LCD TV industry.