從消費者需求觀點探討產品評比之使用者介面設計

User Interface Design for Product Comparison from the Perspective of Consumer Demands

張家齊(Chia-Chi Chang)

指導教授 ： 陳立杰

大同大學/設計學院/工業設計學系所/碩士(2012年)

摘要

消費者購買產品之動機源自於個人需求，依據需求重視程度進行產品評比。由於多數消費者無法確切釐清未來用途，故消費者需求通常是模糊的、多元的；需求重視程度通常是隱性的，浮動的。近年來科技發展快速，產品選擇眾多，專業規格與應用功能也愈趨複雜。面對大量產品資訊時，若無法定義消費者需求，無法理解產品規格，無法確立重視程度，很有可能因為環境情緒渲染與資訊負載過量，導致做出不合適的產品評比與購買決策。
本研究以消費者需求觀點深入探討產品評比，將研究結果應用於使用者介面設計，期望協助消費者快速、理性評比產品。
研究分為三階段：先以文獻探討、觀察法、訪談法，深入了解產品評比問題；再分析現有資訊比較圖表，應用產品評比問題設計介面原型與模擬任務，探討介面設計重點；最後訂定相異評比模式，基於前述研究結果設計實驗介面與實驗任務，利用客觀計時與主觀問卷進行評量，探討介面設計如何以消費者需求觀點協助產品評比。
研究發現如下：(1)消費者需求應架構於產品規格上，單一需求涵蓋多種規格，依據需求重視程度自由分配比重；調整級距應介於3% ~ 10%，調整手勢以兩點反向拖曳式表現最好。(2)產品規格文字應利用字體顏色不同或大小不同，賦予評價排序涵義，協助消費者快速評比與查找內容。(3)圖片連結架構以全貌對應細節形式最受好評；圖片展示配置以相異機種並列，搭配產品規格同時顯示，較能滿足消費者外觀比較需求。

關鍵字

資訊圖示化 ； 產品評比 ； 購物行為

並列摘要

Consumers always purchase products based on personal needs and compare alternatives according to the relative importance of different demands. However, in many cases, consumers are not clear about the precise functions and features of the products they need. The demands are always vague and multidimensional. Furthermore, the degrees of importance for different demands are always implicit and dynamic. With the advance of technologies, more and more alternatives exist in the market places. The specifications and functions of these products always contain terminologies that are difficult to understand. Given the large amount of product information and deluding advertisements, it is impossible to make correct decisions if the consumers are not aware of their precise demands.
In order to help people make rational decisions, the objective of this research is to study the information visualization and user interfaces for product comparisons. There are three stages in this research. The problems of product comparison are identified based on the results of literature review, observation, and interview. Typical graphs, charts and tables for product comparison are analyzed to extract necessary components for information visualization. Two user interfaces with different interaction styles are designed and constructed for experiments. Three tasks of product comparison are carried out by participants. The results of experiments reveal some directions of improvement in information visualization and user interface design.
First, the linkage between demands and product specifications should be visible. The user interface for adjusting the degree of importance among different demands should be natural and intuitive. For example, using the pinch gesture to adjust the scale of charts that represent the degree of importance is considered intuitive. Second, different colors could be applied to the text of product specifications to distinguish items with different rankings. Third, pictures for demonstrating different features of products should be displayed in separate pages, with similar features on different products shown in the same page.

並列關鍵字

Information Visualization ； Product Comparison ； Purchasing Behavior

參考文獻

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