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系統識別號 U0026-1401201910352100
論文名稱(中文) 從高、低涉入族群探討GOGORO之魅力感受
論文名稱(英文) A Study of Attractive Factors for GOGORO from High and Low Involvement Groups
校院名稱 成功大學
系所名稱(中) 工業設計學系
系所名稱(英) Department of Industrial Design
學年度 107
學期 1
出版年 108
研究生(中文) 杜憶伶
研究生(英文) Yi-Ling Tu
學號 P36041168
學位類別 碩士
語文別 英文
論文頁數 79頁
口試委員 指導教授-何俊亨
口試委員-馬敏元
口試委員-陳璽任
口試委員-張育銘
中文關鍵字 電動機車  睿能  魅力工學  評價構造法  數量化I類 
英文關鍵字 Electric Scooters  Gogoro  Miryoku Engineering  Evaluation Grid Method  Quantification Theory Type I 
學科別分類
中文摘要 交通工具電動化已是全球的趨勢。台灣的電動機車雖已行之有年,但卻是近年來才逐漸受到大眾的關注。自2015年睿能發表第一台電動機車,打破了人們對傳統電動機車跑不快、充電耗時的印象,再加上其創意的商業模式與亮眼的設計,受到許多車主的喜愛。然而從數據顯示,電動機車的普及率尚不及燃油機車;從文獻發覺,若能夠從消費者對產品的感受著手,或許能夠滿足其部分使用者的需求;因此本研究的目的是了解使用者對產品的喜好為何,並透過魅力工學評價構造法,從高、低涉入消費者的角度來了解產品的魅力特質與其差異之處。
本研究應用評價構造法,針對五位高涉入、四位低涉入者進行訪談,探索高、低涉入對睿能電動機車所感知的魅力要素及感受。並運用數量化I類,得知其評價項目與睿能電動機車魅力之相關程度、項目以及類目之影響權重,經由簡化與整理後得到:高涉入者所感知到的魅力為:滿意的、有趣的、具歸屬感的;低涉入者所感知到的魅力為:吸引人的。本研究結果指出,高、低涉入者的差別在於對產品與服務的感受程度有落差,因此低涉入者無法在購買前體驗到高涉入者所感受到的魅力特質。本研究最後提出建議的設計方向,目的是希望能夠將高涉入所感受到的魅力轉化成商業策略,提高消費者的購買意願。
英文摘要 Vehicle electrification is a global trend. Although the ESs in Taiwan has been promoted for a long time, it has rapidly gained the attention of the public since Gogoro had released the first ES in 2015. Together with its creative business model and eye-catching design, it has attracted many customers. However, statistics show that the popularity rate of ESs is not as good as that of conventional scooters. Moreover, studies about Gogoro also present that Gogoro could not meet the needs of some of its users. Therefore, the purpose of this study is to understand customers’ preferences of the products among high and low involvement groups, using the methodology, Miryoku Engineering, and analyze the differences between the two groups.
This study applies the Evaluation Grid Method (EGM), interviewing five high-involved and four low-involved participants, and explores the attractive factors and feelings perceived from Gogoro’s product and service. Moreover, by using the Quantification Theory Type I, the study has obtained the correlation to the abstract feelings and the attractiveness of Gogoro’s product and service, and the weight of the original evaluations and its compositions. After simplification of EGM, the abstract features perceived from the high-involved group are as follows: “satisfied”, “interesting”, “having a sense of community”; the abstract features perceived from the low-involved group is: “attractive.”
The results of this study indicate that the difference between the high- and low-involved groups is the levels of perception of Gogoro’s product and service. Therefore, the low-involved group cannot experience what the high-involved group has experienced while having the test-riding. At the end of the study, the author had provided directions to the design practice, trying to increase the customer purchase intention.
論文目次 摘要 i
SUMMARY ii
ACKNOWLEDGEMENTS iii
TABLE OF CONTENTS iv
LIST OF TABLES vi
LIST OF FIGURES vii
LIST OF SYMBOLS AND ABBREVIATIONS viii
CHAPTER 1 INTRODUCTION 1
1.1 Research Background and Motivation 1
1.2 Purpose of Research 4
1.3 Research Constraints 4
1.4 Research Framework 5
CHAPTER 2 LITERATURE REVIEW 6
2.1 The Development of EVs and ESs 6
2.1.1 The Global Market of EVs 6
2.1.2 The Market of ESs 7
2.1.3 The Market of ESs in Taiwan 8
2.1.4 The ES Brand, Gogoro Inc., in Taiwan 9
2.2 Attractiveness 10
2.2.1 Affective Design 10
2.2.2 Miryoku Engineering & EGM 11
2.3 The Involvement Theory 12
2.3.1 The Definition of Involvement 12
2.3.2 The Classification of Involvement 14
2.3.3 Measurement of Involvement 15
2.4 Summary 16
CHAPTER 3 EXPERIMENT 17
3.1 The Pre-experiment 17
3.1.1 The Definition of Participants 17
3.1.2 The Process of EGM 18
3.2 The Organization of EGM 19
3.2.1 Simplification of Attractive Features 20
3.3 The Overall EGM 23
CHAPTER 4 RESULTS AND ANALYSIS 29
4.1 Questionnaire Organization 29
4.2 The Result of Quantification Theory Type I 30
4.2.1 The Result of High Involvement Group 30
4.2.2 The Result of Low Involvement Group 34
4.3 The Preference Among High and Low Involvement Group 35
4.3.1 The Preference Among High Involvement Group 35
4.3.2 The Preference Among Low Involvement Group 37
4.4 The Comparison Among High and Low Involvement Groups 39
CHAPTER 5 CONCLUSION AND IMPLICATIONS 41
5.1 The Conclusion of the Study 41
5.2 The Applications of the Study 42
5.2.1 The User Scenario of Gogoro’s Product for the New Service 43
5.2.2 The Study Results used in the Scenario 44
5.3 The Implications of the Study 45
5.4 The Contribution to Literatures 46
5.5 Research Constraints and Suggestions for Further Studies 47
REFERENCE 49
APPENDIX A THE RESULT OF QUANTITATIVE THEORY TYPE I OF THE HIGH INVOLVEMENT GROUP 60
APPENDIX B THE RESULT OF QUANTITATIVE THEORY TYPE I OF THE LOW INVOLVEMENT GROUP 64
APPENDIX C THE QUESTIONNAIRE OF THE REVISED PERSONAL INVOLVEMENT INVENTORY 66
APPENDIX D THE QUESTIONNAIRE OF THE HIGH INVOLVEMENT GROUP 69
APPENDIX E THE QUESTIONNAIRE OF THE LOW INVOLVEMENT GROUP 76

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