GPS運動錶使用者對產品屬性重要度與滿意度之研究

Exploring the Relationship between Importance and Satisfaction on Product Attributes for GPS Sport Watch Users

隨GPS商品化技術日益成熟，消費性產品功能與服務更加多元化，市場遠景可期，GPS運動手錶更是受到矚目。鑑於GPS運動錶產品技術發展成熟度與市場定位清晰度，本文旨在探討GPS運動錶使用者對產品屬性認知重要度及滿意度與再購意願間關係；同時運用重要──表現程度分析（Importance-Performance Analysis; IPA）分析法，瞭解現行產品屬性需改善關鍵重點，提供品牌商作為往後產品設計與行銷之參考。經IPA四象限分析，在22項產品屬性中，優先改善區有「內建心率感測器」、「待機時間」、「多元訓練模式」、「反應管道與售後服務」、「客服專業知識」、「客訴案件處理時效」；過度重要區有「記錄／分析功能」、「聲譽與口碑」。同時本文再次驗證消費者滿意度與再購意願成正相關性。

GPS commercial application is increasing a lot, including portable commercialize electrical device. One of example is GPS sport watch. To achieve following Importance-Performance analysis (IPA) research for GPS sport watch users, the sample subjects are limited to the users who have bought and used GPS sport watches for more than one month. After analyzing the 22 items of product attributes from GPS sport watch from IPA four quadrants analysis, “Including heart rate monitor function”, “Standby power”, “Multi-training mode”, “Feedback channel and after service”, “Get more professional feedback from Customer service team”, and “Customer complaint feedback timing” are placed in the “Concentrate here” quadrant; “Record and Analysis function”, and “Brand name Reputation or orally express” belong to the “Possible Overkill” quadrant. The results indicate that there is a positive relationship between customer satisfaction and repurchase intention.