運用創新擴散理論探討人物誌設計之研究－以平板電腦為例

本研究以擴散理論創新接受者族群作為基礎架構，運用人物誌設計研究方法探討消費性產品與消費者之間的互動關係與特質，並嘗試提出不同的設計研究方法讓新產品能提高消費者接受率。運用平板電腦之新穎性與創新擴散理論來探討人物誌之設計研究，於創新接受者架構掌握的早期接受者與早期大多數接受者資訊，經由人物誌設計的深入研究，兩者於溝通傳播、產品理解程度的特質上都略顯不同。本研究在創新決策過程、創新的認知屬性及創新擴散四大要素，並使用人物誌設計研究方法交叉分析出：1.鎖定創新產品功能消費群； 2.轉變產品傳播的策略；3.降低消費者接觸創新門檻，透過上述三個觀點讓早期大多數接受者提早接觸新產品，提昇新產品加速擴散的機會。

關鍵字

消費性產品；擴散理論；人物誌；平板電腦

並列摘要

This study diffusion theory and adopters of innovation as a theoretical Framework to examine persona design in order to understand the interactions and characteristics of consumer products and consumers. Different design research methods were suggested to maximize consumers' degree of acceptance of new products. Utilizing the innovativeness of tablet PCs and diffusion theory in the study of Persona design, insignificant differences in communication and understanding of Products regarding the early adopters and early majority were discovered by analyzing The information gathered using the adopters of innovation framework. In this study, four factors: cross-analysis conducted during the innovation process, decision process, understanding of innovation, and diffusion of innovation were examined with the help of persona analysis. The following deduced: 1. Focus on the consumer groups of innovative products. 2. Chang product communication strategies. 3. Lower the threshold for consumers to interact with innovations. With these methods, early majority adopters will have opportunities to encounter new products to enhance opportunities for product diffusion.