全球平板電腦出貨量將於2013 年超過筆記型電腦，年成長率更達到驚人的
36.7%，並將於2015 年超過整體PC 市場。表明消費者對於個人電腦的心態已
經產生變化，甚至平板電腦伴隨著應用程式生態系統的變化給了個人電腦衝擊。
平板電腦於電腦裝置市場日趨重要，各家廠商無不想在這塊成長快速的市場攻
城掠地，如何增加自身產品的優勢，藉此吸引更多消費者成為各家廠商必修的
課題。
Kano 二維模型可以發掘顧客對產品要素特性的真正想法，本研究欲藉由該模
型從顧客的角度探討平板電腦之產品設計，部分市售之平板電腦規格差異很大，
顯示各家廠商對設計上有不同的意見，但是使用者卻為一般大眾，兩者對於平
板電腦設計有顯然的差異，故希望能從一般大眾的角度設計出符合消費者期望
的平板電腦，藉此提高顧客的滿意度。
本研究藉由文獻探討、業界資料及使用者、消費者訪談歸納平板電腦之設計與
功能，再製作Kano 歸類方法問卷，於網路及台南地區發放，共收回網路問卷
180 份，實體問卷50 份。
本研究有效問卷共222 份，以問卷樣本進行分析瞭解個群體間是否存在顯著差
異，調查結果發現消費者認為平板電腦之產品要素共有3 項魅力特性、2 項必
須特性、11 項無差異特性；。企業只須依前述之產品特性歸類法搭配學者建議
的產品特性改善優先順序，即可改善顧客滿意及不滿意度。

Global tablet PC output quantities have already exceeded Notebook PC in
2013, the year growth rate is very amazing as 36.7%! It will exceed the total of the
other PCs market after 2015. It illustrates that PC demand of consumers changed,
the tablet PC plus the ecosystem of Application will become the trend. Every player
in the market wants to expand and occupied bigger market share of tablet PC, that’s
reason why gain the strength of their own tablet PC product become an important
issue.
Kano model can dig out the thoughts of customers to the product, my research
will design the tablet from customers’ point of view; The tablet PCs in the market
have big difference of spec, it tells companies have different opinions to design
tablets, but the users are customers not people from the company, we hope to design
a tablet which fit their expectations to raise their satisfaction.
The research is based on the integration of literature review, industrial data,
and consumer interviews to induce the design and function of tablet PC, then,
formulated Kano model questionnaire and spread it on the internet and Tainan area,
totally get 222 effective sample.
Enterprises need to follow the suggestion of scholar, to improve the quality of
product requirements in sequence, it will help them to improve customer
satisfaction and dissatisfaction.

iPad (first generation) In Wikipedia. Retrieved January 10, 2014, from
http://en.wikipedia.org/wiki/ IPad (first_generation)
Tablet PC Comparison (2013). Retrieved from http://www.tabletpccomparison.net/
Baker, B. (Nov. 8, 2013). Apple Imagines You Charging Your iPhone, iPad or MacBook
Directly From a Solar Panel. EcoBusiness.
Charles Berger, R. B., David Boger, Christopher Bolster, Gary Burchill. (1993). Kano's
Method for Understanding Customer-defined Quality. Center for Quality Management
Journal(Fall), 3-35.
Churchill, G. A., Jr., & Surprenant, C. (1982). An investigation into the determinants of
customer satisfaction. JMR, Journal of Marketing Research (pre-1986), 19(000004), 491.
Churchill Jr, G. A., & Surprenant, C. (1982). An Investigation Into the Determinants of
Customer Satisfaction. [Article]. Journal of Marketing Research (JMR), 19(4), 491-504.
Kano, N. e. a. (1984). Attractive quality ands must-be quality. The Journal of the Japanese
Society for Quality.
Matzler, K., Hinterhuber, H. H., Bailom, F., & Sauerwein, E. (1996). How to delight your
customers. Journal of Product & Brand Management, 5(2), 6-18. doi:
10.1108/10610429610119469
Oliver, R. L. (1980). A Cognitive Model of the Antecedents and Consequences of
Satisfaction Decisions. [Article]. Journal of Marketing Research (JMR), 17(4), 460-469.
Reichheld, F. F., & Sasser Jr, W. E. (1990). Zero defections: Quality comes to services.
[Article]. Harvard Business Review, 68(5), 105-111.
Shoji Shiba, A. G., David Walden. (1993). A New American TQM : four practical
revolutions in management. Portland: Productivity Press, OR.
78
Tontini, G. (2007). Integrating the Kano Model and QFD for Designing New Products.
Total Quality Management & Business Excellence, 18(6), 599-612. doi:
10.1080/14783360701349351
Tse, D. K., & Wilton, P. C. (1988). Models of Consumer Satisfaction Formation: An
Extensive. [Article]. Journal of Marketing Research (JMR), 25(2), 204-212.
Wang, C.-H., & Hsueh, O.-Z. (2013). A novel approach to incorporate customer preference
and perception into product configuration: A case study on smart pads. Computer
Standards & Interfaces, 35(5), 549-556.
Westbrook, R. A. (1980). A Rating Scale For Measuring Product/Service Satisfaction
[Article]. Journal of Marketing, 44(4), 68-72.
Westbrook, R. A., & Reilly, M. D. (1983). Value-percept Disparity: An Alternative To The
Disconfirmation Of Expectations Theory Of Consumer Satisfaction. [Article]. Advances in
Consumer Research, 10(1), 256-261.
Yang. (2005). The refined Kano's model and its application. [Article]. Total Quality
Management & Business Excellence, 16(10), 1127-1137.
李家瑋, 郝. (2012). 大學生使用平板電腦為電子書閱讀器之購買意願研究. Journal of
CAGST 2012.
陳順宇. (2004). 統計學 (四版 ed.) 華泰書局.
黃素齡. (2000). 探討筆記型電腦之Kano 二維品質特性. 元智大學管理研究所碩士論
文.
鐘于勛. (2012). 以活動為中心的設計 - 探討平板電腦的使用情境. 國立臺北科技大
學研究所碩士論文.