近年來隨著移動通訊的發展，智慧型手機成為全球最多人使用的移動通訊設備，為了應付不同領域消費者的需求，各家智慧型手機廠商不斷推出新一代智慧型手機，並在相關應用領域也不斷地改善與創新，使智慧型手機更能融入消費者的日常生活之中。不只智慧型手機產量逐年成長，智慧型手機的使用者也逐年增加，代表著手機使用者中選用智慧型手機的消費者越來越多。面對產品種類多元的智慧型手機市場，消費者如何選擇適合自己的智慧型手機已成為主要課題。針對此議題，本研究利用多屬性決策ELECTRE III法為基礎，並且融入Kano二維品質模式對於原ELECTRE III法進行修正後，建構出以消費者為主，應用於購買智慧型手機的決策模型。透過專家問卷收集智慧型手機在不同準則下之表現績效後，使用原ELECTRE III法與修正後ELECTRE III法進行分析評比，最後在比較此兩種方法結果之差異。結果顯示，修正後ELECTRE III法更清楚反應消費者心中各評比方案詳細的優劣排序。

Along with the rapid development of mobile communications, smart phones have become the most popular tool as a means to communicate. Thus, new smart phones have been constantly developed and introduced to cater to the needs of different groups of costumers with ever improved and innovative applications. The aim has been to create a device that the customer would find useful and indispensable in every day life. With the striking growth in the numbers of mobile phones and their users year by year, it has become increasingly vital for the customer to know how to select the right smart phone among a wide variety of choices.
The purpose of this thesis is to develop a smartphone selection procedure for the prospective users, which is achieved by the improved ELECTRE III method with the incorporation of Kano. In the essay, it further uses and scrutinizes the results of the questionnaires designed by the experts. With the application of the initial ELECTRE III and the improved ELECTRE III methods, we can see a great number of differences in the same results of the surveys. In conclusion, it is evident that the improved ELECTRE III method reflects more clearly the outranking relations among each alternative for the prospective users.

目錄	
第一章 緒論	1
1.1研究背景	1
1.2研究動機與目的	3
1.3 研究流程與架構	5
第二章 文獻回顧	6
2.1智慧型手機	6
2.1.1智慧型手機定義	6
2.1.2智慧型手機作業系統	7
2.1.3台灣智慧型手機市場	9
2.1.3.1台灣智慧型手機持有率	10
2.1.3.2台灣主要智慧型手機品牌	10
2.2 Kano二維品質理論	11
2.2.1雙因子理論	11
2.2.2Kano二維品質	12
2.3 ELECTRE III方法	15
2.3.1 ELECTRE法概述	15
2.3.2 ELECTRE III方法	15
2.3.3 ELECTRE III法步驟	16
第三章 研究方法	20
3.1 ELECTRE III方法的修正	20
3.1.1滿意度指標之修正	21
3.1.2不滿意度指標修正	23
3.2修正後ELECTRE III法演算步驟	24
3.2.1 求得滿意度指標	24
3.2.2求得不滿意度指標	25
3.2.3建立可靠度指標	25
3.2.4方案排序	25
3.2.4.1下降排序	26
3.2.4.2上升排序步驟	28
3.2.5 最後總排序	28
第四章 實證研究與分析	30
4.1資料收集	30
4.1.1評選準則	30
4.1.2手機方案分組	31
4.1.3統計結果	33
4.2修正模型分析	37
4.2.1可靠度矩陣	37
4.2.2 修正後模型方案排序	39
4.3原版模型分析	44
第五章 結論與建議	47
5.1研究結論	47
5.2研究限制與建議	48
參考文獻	50
附錄 手機評分問卷	55

	
 
	
表目錄
表1-1 2010-2013全球智慧型手機出貨量	2
表2-1全球智慧型手機作業系統市占率	8
表2-2台灣智慧型手機品牌市占率	10
表4-1手機評比準則與權重	30
表4-2旗艦機方案組別	31
表4-3螢幕尺寸方案	32
表4-4手機價位方案	33
表4-5旗艦機方案績效	34
表4-6螢幕尺寸方案績效	35
表4-7手機價位方案績效	36
表4-8修正後旗艦機方案之可靠度矩陣	37
表4-9修正後螢幕尺寸方案之可靠度矩陣	38
表4-10修正後手機價位方案之可靠度矩陣	38
表4-11修正後旗艦機方案總排序矩陣	42
表4-12原版旗艦機方案可靠度矩陣	44
表4-13原版螢幕尺寸方案可靠度矩陣	45
表4-14原版手機價位方案可靠度矩陣	45

 
圖目錄
圖1-1 2012-2017全球智慧型手機用戶數預估	3
圖1-2研究流程	5
圖2-1雙因子理論	11
圖2-2 Kano品質理論模式	13
圖2-3 ELECTRE III法步驟	16
圖2-4 ELECTRE III法之滿意度(a)與不滿意度(b)指標	18
圖3-1修正後滿意度指標	23
圖3-2修正後不滿意度指標	24
圖4-1修正後旗艦機方案之上升與下降排序	41
圖4-2修正後旗艦機方案總排序	42
圖4-3修正後方案總排序	43
圖4-4原版方案總排序	46

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