- 學位論文
互動電視購物之產品介紹隨選視訊使用者介面探討
A Study on the User Interface of Video-on-Demand Services for TV Commerce Products on Digital TVs
摘要
近年來數位互動電視的出現大大的改變了電視的生態，也改變了原有的傳統電視使用者的收視習慣。從現在國內的MOD數位平台來看，人們不再是單向的接收，將會有更多的互動在電視商務上。 本實驗前期研究透過觀看現有的美國HSN（Home shopping Network）互動電視購物頻道，以開放性問卷調查的方式先行收集一般大眾對於互動電視商務的認知程度與需求，經過了HSN（Home shopping Network）的互動電視購物介面使用經驗分享，結果得知大部份消費者會使用網路購物勝於電視購物，原因在於傳統電視購物自主性低不能隨消費者需求購物；而且消費者是喜歡習慣透過『搜尋』與『比較』產品後的購物行為模式後，再進行購買行為。此外在研究調查中得知電視購物產品介紹的影片多為冗長且重覆放送，消費者不想觀看往往會選擇直接轉台，而錯失商機。 前期研究結果經由專家團體小組依照需求提出對策，提供消費者可隨自己需求選擇想觀看的電視購物產品影片。故本研究實驗設計的方向為從消費者隨選視訊為出發點，設計『產品清單』、『標籤與進度列的配對』因子，其中『產品清單』包括『產品清單位置在左』、『產品清單位置在下』兩類；『標籤與進度列的配對』則包括『標籤與進度列的分段配對』、『標籤與進度列的不分段配對』，設計四款互動電視購物介面為2×2階層的實驗設計。並依照消費者購買商品前的『單一產品特性蒐尋』、『產品優惠比較』、『產品規格比較』行為設計任務，以實際任務操作時間、SUS使用尺度作為介面平台的績效準則。 實驗結果得知使用者對於在電視購物台能提供『產品清單』的隨選購物產品影片，還有影片依屬性內容分類的『影片控制標籤』是高度滿意；使用者提出在觀看影片的同時亦控制影片進度，使他們能更快速方便的進行『搜尋』與『比較』購物。尤其是當消費者進行『單一產品特性蒐尋』與『產品規格比較』購物行為任務時，『產品清單』位置在下方與『影片標籤與進度列配對』不分段的介面操作設計，使用性的主觀感受滿意度最高。
並列摘要
The emergence of Digital Interactive TV in recent years has led to significant changes to the ecology of the TV industry, as well as the TV viewing habits of traditional TV users. Rather than receiving TV programs unilaterally, domestic TV audiences are now given more opportunities, through the MOD digital platforms, to get involved in TV-commerce. The preliminary approach of the study was to understand the extent of awareness and requirements of the general public on TV-commerce by watching the USA-based HSN interactive shopping channels. Information was collected through open-ended questionnaire survey Through experience sharing among the users of the interactive HSN TV shopping interface, it was understood that most consumers preferred internet shopping to TV shopping, mainly because the lower level of autonomy offered by traditional TV shopping, which had not satisfied the demand of the consumers. In terms of shopping behaviors, consumers preferred going through the process of “search” and “comparison” before they do shopping. In the survey process, it was also discovered that, as the introductory films broadcasted by TV shopping channels were usually lengthy and repetitive. While feeling bored, many consumers would switch to other channels. The opportunity for sales was therefore lost. Based on the preliminary research results, expert groups had proposed strategies to satisfy market demands. Based on their needs, consumers were provided with options of TV-shopping films. The experiment for this research, therefore, was designed from the view point of “Video on Demand (VOD), incorporating factors such as “product list” and “Mapping of Labels and the Progress Bar”. Under the “Product List” were two options for “Product List at the Left Side” or “Product List Underneath”; and, under the “Mapping of Labels and the Progress Bar” were options for “Sectioned Mapping of the Labels and the Progress Bar” and “Non-Sectioned Mapping of the Labels and the Progress Bar”. In other words, the experiment was designed to incorporate a 2x2 combination of the interactive TV shopping interface. The behaviors for “Search for a Single Product Feature”, “Comparison of Preferential Prices” and “Comparison of Product Specification” were defined as the design tasks, while the actual operating time for the tasks and the System Usability Scale (SUS) were selected as the criteria for evaluating the performance of the interface. From the results of the experiment, it was understood that consumers had a higher level of satisfaction when the TV shopping channels provided a “Product List” for the “VOD” product films, as well as a “Controlling Label for the Film” based on the contents of the film. Consumers held the view that, being able to control the progress of the film they were watching, they could proceed with the “search” and “comparison” in a more speedy and convenient way. Particularly, consumers had a higher satisfaction level, based on their subjective perceptions, when they were provided with a “Product List Underneath” and a “Non-Sectioned Mapping of the Labels and the Progress Bar” in the process of their “Search for a Single Product Feature” and “Comparison of Product Specification”.