以Kano模型探討電子書軟體之閱讀服務品質 —以大師輕鬆讀iPad互動版為例

Abstract

隨著行動科技及雲端技術的成熟發展，加上綠能環保意識抬頭，帶動了電子書及相關產業的蓬勃發展。特別是在2010年iPad上市，更將多互動性電子書的技術與應用呈多元化發揮。而強調互動性的功能，遂成為電子書閱讀軟體或服務的一個重要指標。

本研究有別於傳統衡量品質越多功能越好的一維模式，採用日本狩野紀昭(Kano)博士提出了包括魅力品質、一維品質、必需品質、無差異品質及反向品質等五項二維品質要素，以檢視電子書閱讀軟體互動品質的特性與讀者實際需求，了解電子書的「直式閱讀」、「橫式閱讀」、「中英文切換」等閱讀電子書互動功能，在Kano模型中屬於何種品質特性。透過問卷調查的方式得知，在「大師輕鬆讀iPad互動版閱讀服務品質」之25項品質要素歸類，有11項閱讀服務品質歸類魅力品質、7項歸類一維品質、7項歸類無差異品質，沒有反向品質及必需品質。本研究並以Kano模式為基礎的「品質改善指標」，量測之數據得以做為服務品質改善優先順序之參考依據。本研究最後也藉由統計數據，分析不同人口變數對於閱讀服務品質看法是否有顯著差異。根據統計量測顯示，有3項閱讀服務品質，因為不同性別而看法有顯著差異，有7項閱讀服務品質，會因為不同教育程度而看法有顯著差異。With the development of mobile and cloud technologies, coupled with the rise of environmental awareness,the eBook and related industries have begun to flourish.Especially when iPad launched in 2010, it has brought more interactive eBook technologies and applications into diverse play. The interactive feature has become an important indicator of eBook reading software and services.

Different from the traditional one-dimensional model of quality measurement,Professor Noriaki Kano of Japan classifies customer preferences into five categories: attractive quality, one-dimensional quality, must-be quality, indifferent quality and reverse quality. In this study, we use the Kano model to review the relationship between the interactive quality of eBook reading software and the readers’ actual needs. We comprehend the quality attribute of Kano model that eBook interactive features such as “Display Vertically”, “Display Horizontally”, and “Language Shift” are classified as. There are 25 quality attributes in the “iPad version of Master60 Magazine”. We learn from the questionnaire survey,among the 25 attributes, there are 11 classified as attractive quality, 7 as one-dimensional quality and 7 as indifferent quality. There is no reverse and must-be quality. Based on the “Quality Improvement Index” of Kano model, we use the statistical data as the reference to improve service quality. We also analyze whether the demographic variables have obviously different views on reading service quality. According to the statistical data, there are 3 reading service quality featuring obviously different views because of gender; there are 7 reading service quality featuring obviously different views because of education level.