帶著走的互動經驗

Interaction Experience To Go

吳崇銘(Chung-Ming Wu) ； 盧禎慧(Chen-Hui Lu)

《實踐設計學報》 7期 (2013/10) Pp. 128-151

摘要

隨著科技的進步與社群網絡的發展，互動成為新的溝通模式與行銷手法，延伸出來的包含互動科技、互動廣告、互動多媒體等不同的發展類型。但大多數的互動行銷，通常在與消費者的互動結束後，就代表完成了所有的互動體驗，其實消費者很容易隨著時間的流逝或互動方式與產品的低關聯性，讓互動內容與行銷目的也隨之被遺忘。所以，本研究提出互動行為後的延伸概念－帶著走的互動經驗，代表在互動後所延伸的經驗與相關的紀念產品，結合互動主體而形成整體互動體驗，讓行銷主題與內容可以更深刻地被記 憶與保存，因此在研究中稱之為互動“TO GO　”。而本研究也針對所建構的研究架構提出四個互動體驗模式，結合互動主題與互動“TO GO　”的交互作用；並透過模擬動畫與問卷檢測的方式，將所得之資料以雙因子變異數分析（Two-way ANOVA）與T檢定方法，進行資料比對與分析並彙整提出結論與建議。最後，希望藉由本研究所進行的探討與分析之結果，可提供未來互動行銷在設計整體的互動體驗時的參考依據。

關鍵字

互動設計 ； 互動行銷 ； 互動廣告 ； 互動多媒體

並列摘要

With the progression of technology and social media, interaction becomes the new communication and marketing strategy extending to include interactive technology, interactive advertising, interactive multi-media, and other categories. However, most interactive marketing usually ends when the interaction with the consumer ends, representing the completion of all interactive experiences. As time goes by, the consumer easily forgets the interactive experience and the experience to product correlation, resulting in the contents of the marketing objective to be forgotten as well. Therefore, this study is to propose the extension of the concept of the interactive behavior aftermath-Interactive Experience To Go, representations of after the interaction, the experience and the souvenir. Incorporating the actual interactive subject of complete interactive experience, allowing the interactive theme and contents to deeply be kept and remembered, this study, calling the interaction ”TO GO”. In this study, the research framework for the construction of four interactive experience model, combining interactive themes and interactive ”TO GO” interaction; through analog animation and questionnaire statistic from Two-way ANOVA and T test analysis, conducting data comparison and analysis with conclusions and suggestions. Finally, hope by the result of this study and analysis, future interactive marketing and design interactive experience can utilize the conclusion of this for reference.

並列關鍵字

Interactive Design ； Interactive Marketing ； Interactive Advertising ； Interactive Multimedia