- 學位論文
以使用者核心設計法發展多媒體簡訊加值服務平台
Applying User-centered Design Methodology for Developing a MMS Mobile Value-added Service Platform
摘要
隨著全球無線通訊及手機市場之快速發展，結合無線通訊與網際網路的行動加值服務已成為未來前景看好的市場。本研究提出一整合性的使用者核心設計法(User-Centered Design；UCD)，結合了使用者認知需求分析、集群分析(cluster analysis)、層級分析法(Analytic Hierarchy Process；AHP)、模糊品質機能展開(Fuzzy Quality Function Deployment；FQFD)以及Kano二維品質模式(Kano’s Two-Dimension Quality Model)等方法，希望有系統地分析使用者對於行動加值服務的需求，並且進一步發展一多媒體簡訊加值服務平台。 本研究首先針對行動通訊服務、行動娛樂服務、行動資訊服務、行動交易服務進行需求分析，了解消費者之偏好。並且透過集群分析與AHP分析分類與篩選使用者較重視之服務功能，並確?功能項目之間的重要?評比，以作為進一步發展行動加值服務功能之依據。 依照需求分析結果，本研究進一步運用模糊品質機能展開法，針對通訊類服務進行需求功能與技術特性分析，並且透過Kano二維品質模式研究使用者對於多媒體簡訊平台各項功能之關鍵服務品質要素，以作為進一步發展多媒體簡訊加值服務平台之服務功能，希望能發展符合使用者需求之行動加值服務。 最後，本研究運用延伸式科技接受模式評估使用者對所發展之多媒體簡訊加值服務平台之使用態度以及使用意願，結果顯示，受試者在知覺易用性方面平均反應值為4.47，知覺有用性平均反應值為4.40，知覺娛樂性平均反應值為4.35，使用態度平均反應值為4.52，使用意願平均反應值為4.33，均有良好的反應效果。而在延伸式科技接受模式驗證方面，以知覺娛樂性對於使用態度、使用意願有顯著的影響效果，而知覺有用性亦直接對於使用意願有顯著的影響效果。相關實驗測試結果將可作為未來發展相關系統之參考。
並列摘要
With the vigorous development of wireless telecommunication and the mobile phone’s market, the market share of mobile value-added service which integrates wireless communication techniques and Internet is increasing. This paper proposes a blended user-centered design (UCD) method, which combines user conscious demand analysis, cluster analysis, Analytic Hierarchy Process (AHP) method and Kano’s Two-Dimension Quality Model., etc, in purposes of systematically analyzing user demand for mobile value-added service, and further implement a mobile value-added service platform for Multimedia Message Service(MMS). In this study, we firstly took user demand analysis on the consideration for mobile communication services, mobile entertainment services, mobile transaction services and mobile information services to identify customers' preference. Then, we applied AHP method to evaluate which services were highly weighted as well as their degree of importance as the reliance of the development of extended mobile value-added services. According to the analyzing results, Fuzzy quality function deployment (FQFD) method was adopted in the phase of demand analysis accomplishment to analyze the engineering characteristics of the communication services. Kano two-dimensional quantity questionnaire was also used to understand the critical service quality attributes of MMS service for further formulation of mobile value-added service to concrete the system usability to expectedly correspond to user demand. Finally, user attitude toward using and user behavioral intention to use of MMS service platform were evaluated applying Extended TAM method. As the result, the mean response of perceived ease of use is 4.47, the mean response of perceived usefulness is 4.40, the mean response of perceived playfulness is 4.52 and the mean response of user attitude toward using and user behavioral intention to use is 4.52 and 4.33 respectively, which expresses an effective response at all. And in the aspect of the validation of Extended TAM method, the perceived playfulness has significant effects on user attitude toward using and user behavioral intention to use. Additionally, the perceived usefulness has direct significant effects on user behavioral intention to use. The related experimental results could also be the reliance of system development of relative research in the future.