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系統識別號 U0026-2408201900390800
論文名稱(中文) 機上雜誌之魅力因子與知覺品質關聯之探討
論文名稱(英文) A study of the relationship between attractive factors and perceived quality of the inflight magazine
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 2
出版年 108
研究生(中文) 林善溱
研究生(英文) Shan-Chen Lin
學號 p36064124
學位類別 碩士
語文別 英文
論文頁數 219頁
口試委員 指導教授-馬敏元
口試委員-陳俊智
口試委員-何俊亨
口試委員-陳璽任
口試委員-陳怡貞
中文關鍵字 機上雜誌  知覺品質  魅力因子  數量化 I 類 
英文關鍵字 Inflight Magazine  Perceived Quality  Attractive Factor  Quantification Theory Type I 
學科別分類
中文摘要 機上雜誌作為航空旅程服務設施的一環,除了單純提供閱讀功能,它豐富的資 訊提供、從中表露的氛圍營造,是讓乘客感受到不同的情感體驗,造就獨特的搭機 旅程經驗關鍵,凸顯其 在吸引人的要點與如何檢視維持品質的重要。因此,本研 究之目的為探討乘客對於機上雜誌的知覺品質認知與感受到的魅力因子,並從中對 兩者的關聯性進行探討。本研究以具有穩定出版、放置於機上供乘客閱覽的我國國 籍航空機上雜誌為研究樣本,並以橫跨學生與社會人士倆身份階層的 20-29 歲年輕 族群為研究對象。本研究實驗可分為三步驟。第一步驟為機上雜誌魅力因子的調查; 第二步驟為機上雜誌知覺品質的認知調查;第三步驟為兩者方法的比較與關聯性。 研究結果可得知:1. 機上雜誌的魅力因子包括訊息服務、排版設計和印刷製作等三 大面向,與對應共 13 項之觸動情感構面。另外,經量化問卷,以數量化I類分析, 將情感構面分別歸納類表,找出對年輕族群產生重要影響之魅力項目與類目,並將 重要影響魅力因子項目進行統整歸納,找出其規律特質。2. 機上雜誌之知覺服務品 質五項屬性認知中,學生與社會人士在「方便性」具有共同高評價之認知,而「舒 適性」、「機能性」與「安全性」相較學生對社會人士具有削弱作用,顯示身份的 轉變在這三屬性上有滿意度不足的變化狀況。3. 在魅力因子與知覺品質關係中,產 品品質屬性與魅力因子皆為透過訪談歸納所得之結果,顯示兩者直接且對等的關聯; 知覺服務品質是以客觀視角之屬性對物做評估,訊息服務魅力因子是以人之主觀視 角對物做審視之結果,經回歸分析得知五項品質屬性與魅力之部分因子具有交集, 顯示感性工具捕捉之魅力因子對產品服務包含主觀意識與客觀評估的意象,說明感 性工具審視範圍更加廣泛與完善,及知覺品質工具在今日評估上的不足與可替代性。 最後,透過本研究所得知結果,知曉通過閱覽者的視角,能有效檢視機上雜誌的使 用品質效益,建議通過感性工具捕捉之魅力因子作為未來提升搭機閱讀體驗之參考 依據,讓企業在策劃機上雜誌時,能有個合適的引導和檢視指標。
英文摘要 As a part of the air travel service facilities, in addition to simply providing reading function, the inflight magazine provides rich information and creates an atmosphere for passengers to feel different emotional experiences and create unique inflight travel experiences, which highlights its attractive points and the importance of how to check and maintain quality. This study aims to explore passengers' perceived quality of inflight magazine and the attractive factor they feel, and determine the correlation between the above two parts. This study took Taiwan-based airline inflight magazine, which are published stably and placed on board for passengers to read, as the target. The respondents were young adults aged 20-29 years old, both students and working professionals.
The research was divided into three steps. The first step is to investigate the attractive factors of inflight magazine. The second step is the cognitive investigation of the perceived quality of inflight magazine. The third step is the comparison and relationship between the two methods.
The results of this study show that: 1) the attractive factor of inflight magazine includes 3 major orientations: information service, typesetting design and printing production with a total of 13 touching emotion facets corresponding to them. In addition, through the analysis of quantitative questionnaire and Quantification Theory Type I, the emotion facets are classified into categories to find out the charming items and categories that have important influence on younger age groups, and the items that have important influence on attractive factor are integrated to find out a total of 10 characteristics. 2) Among the five attributes of perceived quality of inflight magazine, students and the public have a common high evaluation of "convenience", while "comfort", "functionality" and "safety" have a weakening effect on the public compared with students, indicating that the change of identity has a change of insufficient satisfaction on these three attributes. 3) In the relationship between attractive factor and perceived quality, both product quality attribute and attractive factor are the results of interviews, showing a direct and equal correlation between the two parts. Perceived quality is the evaluation of objects from an objective perspective. Attractive factor of information service is the result of inspecting objects from a subjective perspective. Regression analysis found that 5 quality attributes and some parts of attractive factors have intersection. It shows that the attractive factor captured by perceived tools containing images of subjective consciousness and objective evaluation for products and services, indicating that Kansei Engineering tools have a wider and more perfect scope of inspection. Finally, through the viewers' perspective, this study effectively examined the quality benefits of inflight magazine. This study suggests that the attractive factor captured by Kansei Engineering tools can be used as a reference basis for improving the inflight reading experience in the future, so that enterprises can have an appropriate guide and review index when planning inflight magazine.
論文目次 摘要.....ii
ABSTRACT.....iii
ACKNOWLEDGEMENTS.....v
TABLE OF CONTENTS.....vi
LIST OF TABLES.....ix
LIST OF FIGURES.....xi
CHAPTER 1 INTRODUCTION.....1
1.1 Background and Motivation.....1
1.1 Research Purpose.....4
1.2 Research Scope and Limitation.....4
1.3 Research Conceptual Framework.....5
CHAPTER 2 LITERATURE REVIEW.....7
2.1 The Inflight Magazine.....7
2.1.1 Definitions of Magazine.....7
2.1.2 Corporate Publications.....8
2.1.3 Definition of Inflight Magazine.....9
2.2 Perceived Quality.....10
2.3 Perceived Service Quality.....10
2.4 Perceived Product Quality.....12
2.5 Emotional Economy.....13
2.5.1 Summary.....14
2.6 Research Method and Statistical Applications.....14
2.6.1 Likert Scale.....14
2.6.2 KJ Method.....15
2.6.3 Evaluation Grid Method.....15
2.6.4 Quantification Theory Type I.....16
2.6.5 Summary.....17
CHAPTER 3 METHODOLOGY AND PROCEDURES.....18
3.1 Experiment Procedures and Framework.....18
3.1.1 First-step: Respondents.....18
3.1.2 Second-step: Interview.....19
3.1.3 Third-step: Questionnaire Design and Survey.....19
3.2 First-round Questionnaire.....21
3.2.1 Respondents’ Basic Data.....21
3.2.2 Respondents’ Purpose and Experience of flight.....21
3.2.3 The Preference for Cabin Service and Facilities Experience.....22
3.2.4 Ranking the Importance of Cabin Service and Facilities.....23
3.3 Interview And Framework.....23
3.3.1 Pre-interview Preparation.....24
3.3.2 Executive an EGM Interview.....24
3.3.3 Conclusion and Organization of Interview.....26
3.3.4 EGM Diagram of the Consolidation Outcomes.....30
3.3.5 Summary of Interview.....32
3.4 Questionnaire Design and Investigate.....33
3.4.1 Questionnaire Design.....33
3.4.2 Questionnaire Investigate.....34
3.4.3 Summary.....35
CHAPTER 4 ANALYSIS OF EXPERIMENT RESULT.....36
4.1 Quantification Theory Type I Result.....36
4.1.1 Analysis the Orientations of Information Service.....36
4.1.2 Analysis the Orientations of Typesetting Design.....47
4.1.3 Analysis the Orientations of Printing Production.....54
4.1.4 The Important Factors Of The Inflight Magazine.....58
4.2 Cognitive of the Perceived Service Quality of the Inflight Magazine.....73
4.3 The Relationship Between Attractive Factors and Perceived Quality.....76
4.3.1 The Relationship Between Attractive Factors and Perceived Service Quality.....76
4.3.2 The Relationship Between Attractive Factors and Perceived Product Quality.....79
4.3.3 Summary.....80
CHAPTER 5 CONCLUSIONS AND RECOMMENDATIONS.....81
5.1 Research Conclusions.....81
5.1.1 Identify the Attractive Factors of the Young Group on Inflight Magazine.....82
5.1.2 The Cognitive of the Perceived Service Quality.....84
5.1.3 Relationship Among the Attractive Factors and Perceived Quality.....85
5.2 Research Recommendations.....87
REFERENCES.....88
Appendix中文版.....93
Appendix A 篩選問卷.....183
Appendix B 篩選問卷之調查數據結果.....187
Appendix C 訪談提問腳本.....194
Appendix D 抽象感受之統整表.....195
Appendix E 原始理由之統整表.....197
Appendix F 具體條件之統整表.....199
Appendix G 二次調查問卷.....207
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