科技不斷的進步，智慧型手機與3G網路的普及造就了App的市場，本研究主要是探討以App為例功能投資與品質投資的成本效益模式。藉由分析投資於功能與品質所能產生的預期投資報酬，將投資功能與品質廣泛衡量，並且量化，分析投資於功能與品質所產生之效益關係，用模型提供企業管理者投資決策之助力。App被設計出來，所重視的即是本身的功能，若達到顧客的需求，顧客滿意度與忠誠度則會提升，進而購買意願增加並提升市場佔有率與顧客需求量，相對的企業可利用降低App之Bug率，達到減少顧客抱怨、造就好口碑。
    本研究將降低Bug率與提升功能兩者相結合，所發展出的投資模式為架構，並探討兩者相結合之聯結模式，進而求出投資利潤，以助決策者在功能投資與品質投資之間該如何衡量，以達到公司目標方針。最後舉數值例子分析，用以獲得本研究之投資模式的最適解，並說明其模式在各數值例子下之結果與意義，可作為後續研究與實務應用之參考。

With the evolution of technologies, smart phone and 3G network were spread widely and created the market of App. This research is to discuss the cost/benefit model of function investment and quality investment in the case of App market. Through analysis the expected investment repay caused by investing in function and quality, we can quantity and measure the effect and benefit generated by the investment, then provide a mathematical model which can assist making investment decisions to entrepreneurs. App is designed to provide its own functions. If it reaches customers’ requirements, customer satisfaction and customer loyalty will rise, then boost the purchase intention, market share and customer demand; in addition, enterprises can achieve the objectives of decreasing customer complaint and making good word-of-mouth level by decreasing the bug rate.
We develop an investing structure model in the research by combining the adjustment of bug rate and function, then find the investing revenue to help decision makers find an optimal balance between function investment and quality investment to achieve the objectives. Finally, we give examples to find an optimal solution in this investment model, and explain the output and meaning of the examples in each model.

目　錄
頁次
目錄	I
表目錄	IV
圖目錄	V
通用符號一覽表	VI
基本名詞解釋	VIII
第一章　緒論	1
1.1　研究背景	1
1.2　研究動機.	4
1.3　研究目的.	6
1.4　研究架構	7
1.5　研究流程	8
1.6　研究假設	9
第二章　文獻探討	10
2.1 智慧型手機相關文獻	10
2.1.1 智慧型手機	10
2.1.2 智慧型手機作業系統	12
2.1.3  App	15
2.2 品質相關文獻	15
2.2.1　Bug率	17
2.2.2　顧客抱怨率	18
2.2.3　口碑	19
2.3　功能投資	20
2.3.1　魅力品質	20
2.3.2　顧客需求	21
2.3.3　顧客滿意度	22
2.3.4　顧客忠誠度	23
2.4　購買意願	24
2.4.1 市場佔有率	25
第三章　研究架構之連結	26
3.1　品質投資	26
3.1.1　Bug率(b)與顧客抱怨率(C_c)	26
3.1.2　品質投資(Q)與Bug率(b)	27
3.1.3　顧客抱怨率(C_c)與口碑(O)	27
3.1.4  口碑(O)與購買意願(I)	28
3.2　功能投資	29
3.2.1 功能投資(F)與品質要素(A、Q_O、m)	29
3.2.2 品質要素(A、Q_O、m)與顧客需求(D_L、D_E、D_B)	30
3.2.3　顧客需求(D_L、D_E、D_B) 與顧客滿意度(S)	31
3.2.4　顧客滿意度(S)與顧客忠誠度(L)	31
3.2.5　顧客忠誠度(L)與購買意願(I)	31
3.3　投資於品質與功能	32
3.3.1　購買意願(I)	32
3.3.2　購買意願(I)與市場佔有率(M)	33
3.3.3　市場佔有率(M)與顧客需求量(D)	33
3.3.4　各項成本、收入與利潤(R)	34
第四章　數值分析與實例	35
4.1　品質與功能投資之案例(一)	35
4.2　品質與功能投資之案例(二)	43
4.3　品質與功能投資之案例(三)	46
4.4　品質與功能投資之案例(四)	50
第五章　結論與建議	53
5.1　研究結論	53
5.2　未來方向與建議	54
參考文獻	56

表　目　錄
頁次
表2.1　學者對於智慧型手機的定義	11
表4.1　各項變數設立數值	35
表4.2　其他項常數系數調整數值	36
表4.3　 Bug率b與魅力品質A對各項應變數之影響	37
表4.4　例2各項變數設立數值	43
表4.5　例2 Bug率與各項相關數值	45
表4.6　例3各項變數設立數值	46
表4.7　例3 線性品質與各項相關數值	48
表4.8　例4變數設立數值-1	50
表4.9　例4變數設立數值-2	51

圖　目　錄
頁次
圖1.1　台灣地區下載過App之人數比例	2
圖1.2　台灣地區智慧型手機擁有率	2
圖1.3　 iTunes操作平台	5
圖1.4　本研究架構圖	7
圖1.5　本研究流程圖	8
圖2.1　台灣地區智慧型手機作業系統分佈	12
圖2.2　台灣地區iTunes操作平台對「Line」App之抱怨行為	18
圖2.3　 Kano二維品質模式與五項品質要素圖	21
圖4.1　口碑O與Bug率b之變動	39
圖4.2　 Bug率b、魅力品質A與利潤R之3D關係圖	40
圖4.3　 Bug率b與利潤R之關係圖	40
圖4.4　魅力品質A與利潤R之關係圖	41
圖4.5　 Bug率b、魅力品質A與利潤R之3D關係圖	44
圖4.6　 Bug率b利潤R之關係圖	44
圖4.7　 Bug率b、線性品質Q_O與利潤R之3D關係圖	47
圖4.8　利潤R與線性品質Q_O之關係圖	47
圖4.9　線性品質Q_O與利潤R之關係圖	49

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