智慧卡系統的最適產品特徵組合：聯合分析之應用

Optimal Product Feature Combinations of Smart Card Systems: An Application of Conjoint Analysis

10.29931/MR.200909.0005

洪嘉良(Chia-Liang Hung)；周志隆(Jerome Chih-Lung Chou)；王鴻康(Hung-Kang Wang)

產品特徵組合 ； 聯合分析 ； 集群分析 ； 區隔 ； product feature combinations ； conjoint analysis ； clustering analysis ； segmentation

行銷評論

6卷3期（2009 / 09 / 01）

449 - 473

繁體中文

本研究的目的在建立智慧卡系統採用的影響因素，以利廠商發展最適的產品特徵組合。以科技接受模式(TAM)的認知有用性與認知易用性爲基礎，輔以相容性、認知風險與促進條件，共同作爲智慧卡系統的主要影響因素。實驗設計乃將五個因素分別轉換成智慧卡系統的產品特徵：應用領域、操作方式、付費方式、卡片功能、接取類型等，繼而設計受測樣品並進行聯合分析。依聯合分析對每位受測者所估算的成份效用值，再以集群分析進行市場區隔，產生兩個顯著差異的區隔，其一屬於北部地區，較重視零售付費，其二則屬中南部，較偏愛金融交易。本研究的貢獻在充份利用聯合分析的方式於挖掘使用者潛藏的偏好結構，並結合集群分析而區隔市場，更能針對不同區隔而進行最適的產品設計。

The purpose of this research is to explore the influential factors of smart card adoption for supporting the system vendors to develop optimal product mixes. The authors adopt two factors from the technology acceptance model (TAM), that is, perceived usefulness and perceived ease of use, and supplement with factors of compatibility, perceived risk, and facilitators. Therefore, this research transforms these five factors into product features respectively: application fields, operation interface, payment modes, card functionality, and connection modes, in order to design several stimuli for Conjoint analysis. Moreover, the authors conduct the clustering analysis for market segmentation by using the part-worth value of each user estimated by the Conjoint analysis. As a result, one segment locates in the northern Taiwan, where users prefer the purchasing application of smart card to other fields, while the other segment is the central and southern Taiwan, where users like the application of banking transfer than others. The main contribution of this paper is to apply the theoretical TAM model into the practical issue of product design. In addition, the authors explore the latent preference structure of users by the Conjoint analysis for the sake of segmenting and designing optimal product mixes.

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