隨著行動裝置軟硬體技術、與無線行動上網技術的進步,行動加值服務的內容已邁向多媒體應用,然而,行動加值服務之市場拓展,除了需要推陳出新的技術與合理的價格之外,更需要發展多元的加值服務,尤其在小螢幕介面的限制下,怎樣設計與發展適當的使用者介面,以提升行動加值服務的附加價值,是重要的研究議題。 本研究建構了三項行動加值服務類型及服務項目,行動交易類為行動拍賣服務、行動資訊類為天氣預報服務、行動娛樂類為音樂下載服務,並著重於介面設計,探討良好的使用者介面對於服務之使用意願的影響。文獻探討了行動加值服務的發展及類型、使用者介面、小螢幕使用者介面設計相關議題,並根據小螢幕使用者介面設計原則,規劃建構此三項行動加值服務之使用者介面。 本研究以科技接受模式為基礎來發展評估構面,評估使用者對此三項服務的接受度,並以相關分析及逐步多元迴歸來分析各變項之間是否具有正面影響。實驗時加入訪談,以利後續提出行動加值服務之介面設計的建議。本研究結果:(1)本研究資訊類的天氣預報服務,其使用者介面可正面影響和預測使用意願,而本研究行動娛樂類的音樂下載和行動交易類的行動拍賣,其使用者介面可正面影響和可間接地預測使用意願。(2)最後,整理出對於各類型行動加值服務之使用者介面的設計建議。
As technological advances in terms of communication wireless networks and mobile devices software/hardware continue, similar advances are improving the content of mobile value-added service. However, in addition to new technology and reasonable service prices, a further goal of extending the mobile value-added services market in terms of multiphase mobile value-added services remains. This is especially evident when we consider the limitations inherent with a small screen interface. Thus, the design and development of a suitable user interface to enhance the added value of various services is an important issue. This study focuses on three mobile value-added types and items, and emphasizes the interface design to explore user intentions with a functional service interface design. The service of mobile transaction is mobile bid, the service of mobile information is weather service, and the service of mobile entertainment is music download. Previous literature focused on issues regarding the type and development of mobile value-added services, user interfaces, and small-screen interface design. This study was performed according to the principles of a small-screen interface design to build an interface with respect to the three mobile value-added services. It further develops user acceptance evaluation variables for those services based on the Technology Acceptance Model (TAM). Correlation analysis and stepwise multiple regression are performed to determine whether variables have a positive effect on each other. An interview is also included to assist the sorting process for user interface design suggestions of mobile value-added services. The results of this study are summarized as follows: 1) The inclusion of a weather service positively affected and directly forecasted user intentions. 2) A music download service and a mobile bid service positively affected and indirectly forecasted user intentions. Finally, this study discusses various user interface design suggestions in terms of their effects on mobile value-added services.