宏達電智慧型手機設計價值與整體滿意度之研究

Designed Value of HTC Smartphone and Satisfaction

本研究主要以Jeanke W.& Ron G.& Onno（2001）所提之顧客價值模式探討使用者對宏達電智慧型手機設計價值的「預期」及「實際感受」間是否存在「滿意差距」？以及，宏達電智慧型手機設計價值的「預期」、「實際感受」及「滿意差距」對整體滿意度的影響。研究發現，使用者對宏達電智慧型手機的設計價值除尊榮感及炫耀感項目外皆具有顯著性差異即存在「滿意差距」，顯見宏達電所提供的智慧型手機設計價值，與使用者預期間存在很大的差異。而使用者對設計價值中的「社會認同」與「操作體驗」兩構面的預期及實際感受，皆分別對整體滿意度有顯著性影響，且「操作體驗」的滿意差距上對整體滿意度也有顯著影響。最後，本研究根據研究發現對宏達電提出幾項提升設計價值的建議。

The principle researching purpose of this research is talk about customer`s satisfaction gap between their “expectation” and “actual experience” in design value of HTC smartphone. And customer`s “expectation” and “actual experience” in design value of HTC smartphone whether has influence on overall satisfaction. The method of this research which is based on customer value model putted forward by Jeanke W.& Ron G.& Onno(2001).The results suggested that customer`s sense of honor and conspicuous has statistical significance in design value of HTC smartphone. It means satisfaction gap is exist between their sense of honor and conspicuous. It is apparent that design value of smartphone provided by HTC exist great difference from customer`s expectation. Otherwise customer`s social Identity, operating experience of design value and the satisfaction gap of “operating experience” which has obvious effect on overall satisfaction. Finally, recommendations of increasing design value are drawn from the findings of this study.