- 學位論文
以隱喻抽取法探索使用Line之認知價值
Understanding the Perceived Value of Line Users with the Zaltman Metaphor Elicitation Technique
摘要
Line跨越國界地急速發展，且不斷壯大中，特別在日本、泰國、台灣等地均有高度市佔率。為能瞭解「使用Line所帶來的核心價值」，本研究以隱喻抽取技術(Zaltman Metaphor Elicitation Technique)抽取受訪者的深層感受與想法，並運用方法-目的鏈(Means-End Chain, MEC)分析關鍵屬性、結果與價值，進而建構出促成行動或決策之心智圖，以闡釋研究對象對Line的感覺、知覺與認知。在進行訪談前會先對隨機抽取之受訪者進行涉入程度問卷量測，以高涉入者做為本次訪談對象，量測結果為10位符合高涉入使用者，接著採用質性研究方法ZMET隱喻抽取術去蒐集使用者內心深層的想法，輔以方法-目的鏈方法分析其Line這套通訊軟體的屬性與其所帶來之價值，再依受訪者所挖掘出的屬性、結果、價值等，去繪製出受訪者使用行動通訊之價值共識圖。研究結果顯示受訪者感受之重要價值有：連絡情感、便利性、愉悅、社會認同等，ZMET方法最適用於新科技產品之價值探討，故結果帶出之最後的價值，也對本研究之研究方法ZMET有了強而有力的解釋力。
並列摘要
Line is growing rapidly and crossing many countries in recent years. Specifically, Line has high market share in Japan, Thailand, Taiwan and the others. To understand the core values of using Line, this study gets experimenters’ deep feelings and thoughts by Zaltman Metaphor Elicitation Technique(ZMET). This study analyzes key attributes, results and value by Means-End Chain(MEC), that construct the action and the decision of mind map. The mind map was explained experimenters’ feelings, perception and cognition about Line. Experimenters were randomly selected to complete a questionnaire about involvement before interviews. The result of questionnaire has 10 high involvement users that using ZMET analyzed their deep thoughts. Firstly, analyzing the core values of using Line by MEC. Secondly, according to experimenters’ attributes, results and values, and drawing out users’ value consensus map of using mobile communication app. Finally, the result shows experimenters’ core value: contracting feeling, convenience, pleasure, social identity. ZMET method is applied to explore the demand of new technology products. The final value is obtained in this study, and validating ZMET is a great method.