人物誌（Persona）為企業界進行使用者研究、建構創新產品及服務的重要工具。傳統人物誌建立方法以質性研究為基礎，以建立栩栩如生的人物角色，幫助企業及服務設計師了解使用者行為及其目標與需求，然而，質性人物誌之信效度、準確度、以及市場代表性屢有爭議。

　　本研究提出一個以量化為基礎的人物誌建立方法，使用因素分析、集群分析、以及單因子變異數分析法，精準掌握人物誌之特徵、人物角色數目、以及集群間主要差異，解決質性人物誌過於主觀、不易驗證之疑慮。本研究以一真實台灣寵物公司--自力耕生，實際開發寵物生食創新服務為例，收集975份市場真實數據，以檢視本研究所提之量化人物誌方法在實際企業運用的結果。驗證結果顯示，本研究所提之量化人物誌建立方法（1）可準確區分出目前市場上，存在三群對於寵物飼養態度及飼主本身生活行為顯著不同之人物角色，(2)以此三類人物購買創新生食服務之真實數據為驗證，我們發現本研究所提之量化人物誌對於各類人物角色的預測十分精確，(3)本研究亦將傳統質化人物誌與量化樣本進行比對，發現傳統質化人物誌所創造出的主要角色，在大樣本的量化數據中，僅代表1.33%的族群。因此本研究所提之量化人物誌方法，可有效輔助質化方法，建立具有高信效度及可驗證性之人物誌角色，幫助企業有效建立服務創新。

　　Persona approach is based on this issue proposed by Cooper（1999）. Generally, personas are created by using qualitative methods which help designers understand users’ needs and goals. Despite the fact that personas are widely used in user research, the lack of reliability and validity is often questioned. Also, it is hard to verify the accuracy of persona.

This study proposes a new method using quantitative methods for creating and validating personas to make sure each steps of process is supported by data. To solve the problem that qualitative methods are prone to be subjective and hard to verify, we adopt factor analysis to reduce the qualitative data, cluster analysis to group the users based on their similarities that decide the numbers of group, and one-way ANOVA, which helps us identify the most different characteristic between groups. The study also views the application of persona methods in the enterprise through cooperating with pet companies in Taiwan. Also, qualitative and quantitative methods are used to verify data simultaneously.

　　The result shows that the quantitative methods can be used to divide user groups accurately and also shows the buying behavior of each person meets our forecasting. Mapping the persona which was created by qualitative method to survey samples, we found that only 1.33% of the population are similar to quantitative persona, showing the defect of market representation.

目　錄
摘　要 ii
Abstract iii
致　謝 iv
目　錄 v
表　列 vii
圖　列 viii
第一章 緒論 1
第二章 文獻探討 4
2.1質化人物誌 4
2.1.1質化人物誌建立流程 6
2.2質化人物誌缺點 9
2.3量化人物誌 10
2.4目前量化研究之缺點（Research gaps） 11
第三章 實務專案合作 14
3.1汪喵星球 14
3.2「生食餐」以及「冷凍乾燥生食餐」 14
3.3合作方式與目標 15
3.4案例探討 16
第四章 研究方法 17
4.1步驟一、訪談 17
4.1.1訪談大綱 17
4.2步驟二、訪談資料整理 17
4.3步驟三、問卷設計 18
4.4步驟四、資料分析 18
4.4.1因素分析（Factor analysis） 19
4.4.2集群分析（Cluster analysis ） 21
4.4.3單因子變異數分析（One-way ANOVA） 22
4.5步驟五、建立量化人物角色 22
4.6量化人物誌驗證 25
4.7集群分析之變數選擇探討 26
4.8重新檢視質化人物誌 29
4.8.1建立質化人物誌 29
4.8.2質化人物角色與現實人物比對 31
4.8.3質化人物誌之困難點 32
第五章 討論 35
5.1量化人物誌優點 35
5.2本研究量化流程驗證 36
第六章 結論 37
6.1研究貢獻 37
6.2研究限制與未來展望 38
第七章 文獻參考 39
附件一、訪談大綱 42
附件二、犬貓飼主生活脈絡調查問卷 43
附件三、集群特徵 50

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