不同操作型態在使用者心理認知之影響 以手持式個人數位裝置為例

The Effects of Different Operational Modes to Users' Psychological Understanding: on Personal Handheld Digital Devices

林憲宸(Hsien-chan Lin)

指導教授 ： 羅致遠

大同大學/設計學院/工業設計學系所/碩士(2009年)

摘要

ipod產品出現在手機市場之後，造成了一股操作介面的革命，然而在眾多以ipod為效仿對象，努力改革其操作介面的多款手機之中，到底有哪些革命性的操作介面，能夠有效的激發消費者的購買行為。
本研究本著這樣的好奇，進行研究探索的歷程中，研究隱含的觀點是認為操作介面會喚起心理反應而造成對操作介面的認識與了解，進而引發購買的行為，因此需要尋找出各種受到ipod啟發之後而出現在市場上的操作介面，尋找出8種操作介面的類型，及其隱含在操作介面底層的操作意象，以及與使用者的心理反應。
接著再透過單因子相依樣本ANOVA的統計考驗，來貼近消費者購買手機的決策方式，了解使用者對於不同操作型態的購買意願。最後找出對於操作介面具有預測效果的操作意象，做為未來進行手機對於市場反應的預測指標。具體研究成果歸納如下。
(1)使用者對於不同操作型態的購買意願
在八群操作型態裡，操作型態六(捏拿式)、操作型態七(扳動式)、操作型態八(選捺式)，是消費者在與各種操作介面的比較之後較具購買意願的，而操作型態四(撥動式)是在各個操作介面相較之下，最不具有購買意願的操作介面。
但所得出的購買意願是意味著相對性的高低，購買意願相對低者並不是沒有購買意願，而是在購買意願向度、量尺上的比較，所以購買意願相對低者並不是意味著沒有購買意願，而是其他的操作型態的購買意願高於購買意願相對低者而已，不能夠使用全有或是全無(例如有購買意願或是無購買意願)的概念來進行思考。
(2)具購買意願的操作介面中，能夠有效預測購買行為的操作意象
操作型態六中，包含有愉悅地、創意地、簡潔地、順暢地、炫麗地。其中最具解釋力的是愉悅地。
在操作型態七中，包含有簡潔地、炫麗地、易操作地、直覺地。其中最具解釋力的是簡潔地。
在操作型態八中，包含有專業地、愉悅地。其中最具解釋力的是專業地。
對於購買意願而言，操作意象─愉悅地不只是在操作型態中成為最具解釋力的操作意象，也在操作型態八之中重複出現過，同理，操作意象─簡潔地也重複出現過。有效的預測購買的意願，通過逐步多元迴歸法，本研究證實操作意象─愉悅地及簡潔地對於購買意願最具有預測效果。

關鍵字

購買意願 ； 操作介面 ； 操作意象

並列摘要

After the ipod appeared on the cellular phone market, it revolutionized operational interfaces. However, among various cellular phones that all seek to imitate the ipod in improving operational interfaces, which are the revolutionary operational interfaces that can effectively inspire purchasing behavior of consumers?
Based on such curiosity, the process of exploration taken by this study implicitly believes that operational interface would elicit psychological responses, leading to understanding of operational interfaces, and in turn leading to purchasing behavior. Thus, it is necessary to find the operational interfaces that have appeared on the market after having been inspired by the ipod, find the 8 types of operational interfaces, and the operational image implicit in the operational interface, as well as the psychological response of users.
Then the statistical test of single factor correlated sample ANOVA is used to better understand the decision-making process of consumers buying cellular phones, and to understand the different willingness to buy for different usage forms. Finally, this study finds the operation images with predictive power for operational interface, as predictive indicators of market responses to cellular phones in the future. The concrete research achievements are summarized as follows.
(1) Users’ willingness to buy for different usage forms
Among the 8 groups of usage forms, after consumers compare various operational interfaces, they have greater willingness to buy Usage Form 6 (grasp style), Usage Form 7 (pull type), and Usage Form 8 (select and press style). Usage Form 4 (push type) is the operational interface with least willingness to buy.
The derived willingness to buy refers to relative levels; those with relatively lower willingness to buy do not mean there is no willingness to buy, but is rater a comparison on the scale of willingness to buy. Therefore, relatively low willingness to buy is not the same as no willingness to buy, but that the willingness to buy elicited by other usage forms is higher than those with relatively lower willingness to buy. This cannot be considered as all-or-nothing (whether willingness to buy exists or not).
(2)Operation images that can effectively predict purchasing behavior among operational interfaces with willingness to buy
Usage Form 6 includes delightfully, creatively, simply, smoothly, glamorously. The one with most explanatory power is delightfully.
Usage Form 7 includes simply, glamorously, easily operated, intuitively. The one with most explanatory power is simply.
Usage Form 8 includes professionally, delightfully. The one with most explanatory power is professionally.
For willingness to buy, the operation image ─delightfully is not only the operation image with greatest explanatory power among usage forms, but also appears in Usage Form 8. Similarly, the operation image -simply also shows up in other usage forms. In effectively predicting willingness to buy through stepwise multiple regression, this study proves that the operation image -delightfully and simply are most predictive for willingness to buy.

並列關鍵字

willingness to buy ； operational interface ； the operation image

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