Investigating Consumer Required Functions of Wearable Watches through Kano Model Approach

• Main Authors: Chen-Min Huang, 黃政旻
• Other Authors: Dwen-Ren Tsai
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/63260158958073359400

碩士 === 中國文化大學 === 資訊管理學系碩士在職專班 === 104 === The trend of smart living has led a vast amount of players and academic researchers on the research and development of wearable watches. However, the market growth speed of wearable watches is far behind expectation, implying a potential perceptions gap between product providers and consumers. As a result, to help close the above-mentioned gap, this thesis investigates how consumers perceive and evaluate on key attributes and functions of a wearable watch by adopting the Kano model approaching. 19 items highlighted both by current literature and expert interviews taken by this study are regarded as candidate attributes being analyzed, whereas 317 valid respondents are taken as our analysis basis. Moreover, to ensure the reliability and validity, an in-depth interview with a senior manager, who is currently in charge of developing a new wearable watch for a leading manufacturer, is further taken. Our findings show that none of the proposed attributes is categorized as attractive attributes; besides, there are no significant differences amongst consumers in terms of gender, age and usage experience; what is more, our data shows that consumers tend to pay more attention to attributes relevant to services and perceived functions, in comparison with those attributes on hardware, components and specific service supports. Based on the above findings, implications for manufactures are discussed in the end of this thesis. Key Words: Kano Model, Wearable Watch, Key factors, Interviews, Survey