結合感性工學與Kano模式設計微型搬家服務

Abstract

根據行政院統計資料，我國超過一半的暫離人口屬於租屋人口，而這些租屋人口常因租約到期或工作調動等因素，而換租房屋，因而衍伸出龐大的搬家服務需求。根據教育部統計資料，約有 44%的住宿學生，因此在新學期開始或學期末也衍伸出許多搬家需求。針對此種需求，2013 年，亦有計程車隊業者，針對學生從宿舍遷出，或家當少的上班族群推出「微型搬家」服務，所謂「微型搬家」服務是指針對小型傢俱或少量物品之搬家服務。本研究希望藉由感性工學結合 Kano 模式，瞭解顧客重視之感受，進而設計微型搬家服務。 感性工學(Kansei Engineering)緣起於日本，是一種協助產品開發之工具，能將顧客對產品的感覺轉換成設計元素之技術。本研究將此技術應用在服務設計上，並以微型搬家服務為對象產品。同時結合 Kano 模式篩選重要感性，以提升消費者的使用意願及顧客的滿意度。接著利用偏最小平方法(partial least square)分析感性與使用意願的關聯，並與因素分析與 Kano 模式結果綜合比較，判斷重要的感性用語。 最後，本研究同樣應用偏最小平方法分析微型搬家服務產品特性與消費者感受之關聯，最後以重要的感性所對應到的服務產品特性去組合出理論上最能為消費者所接受的微型搬家服務產品。

According to the Executive Yuan statistics, more than half of persons temporarily leaving household-registered residence rent a house. Because of lease expiring or changing jobs, much moving demand is derivative. According to Ministry of Education statistics, about 44 percent of the students live outside, therefore much moving demand is derivative when semester beginning or ending. For this kind of demand, taxi fleet operators launch the new service – mini-moving service in 2013. Mini-moving service is a special case of moving service, only moving small furniture or less goods. This research apply Kansei Engineering (KE) and Kano model to analysis consumer’s feelings, and then design the mini-moving service. In Japanese, the concept of sensing a situation or an artifact and building an individual emotional response is called the “Kansei”. Kansei Engineering (KE) was developed as a consumer-oriented technology for new product development. It is defined as "translating technology of a consumer's feeling and image for a product into design elements"(Nagamachi, 1986). This research identified important feelings by applying KE and Kano model in order to evoke user intention and consumer satisfaction. This research collected and analyzed the properties of the mini-moving service products, then identified important feelings by applying factor analysis, Kano model and partial least squares. Last, this research applied partial least squares again to analyze the relationship between the mini-moving service products properties and customer’s feeling. Then this research combined those properties which are strongly related to important feeling. The combination is an original idea of new service design.