在匈牙利文化下，探討Icon之設計屬性、主觀熟悉及辨識對其吸引力之影響

Explore The Impact of Icon Design Attributes, Subjective Familiarity and Recognition on Its Attraction Under Hungarian Culture

唐儷嘉(Li-Chia Tang)

指導教授 ： 謝浩明

國立中央大學/管理學院/資訊管理學系/碩士(2015年)

摘要

今日智慧型行動裝置技術純熟、發展興盛，其使用人口在全球快速增加。隨著智慧型手機的市場主流性，應用程式（App）的數量也迅速成長，且市場不分國界，擁有來自全球的開發者，形成一個競爭激烈且全球化的市場。而當消費者選擇下載App時，首先接觸的即是App的圖標（Icon），若不論內容及設計，一個擁有吸引力Icon的App即具備了抓住消費者目光的優勢，在競爭激烈的市場中將更具競爭力。而由於App的競爭市場是為全球性的，故本研究將擴展到與東亞不同的文化地區，探討在不同文化背景的匈牙利實驗環境下，5種Icon設計屬性於12種不同的App類別中，何種屬性最能吸引使用者的目光與喜好，以及使用者對Icon的主觀熟悉與辨識認知是否會左右其吸引力的程度。
本研究經過分析後找出了在匈牙利文化下，12種App類別中5種Icon屬性的下載意願吸引力排名，且Icon的主觀熟悉及辨識度會顯著且正面的影響其吸引力排名，並以此推論在這些App類別下，如何透過Icon設計屬性的選擇，進而提升使用者對App的下載意願，並提供App開發商在不同文化中Icon設計上的參考指標。

關鍵字

App ； Icon設計 ； 主觀熟悉 ； 辨識

並列摘要

Nowadays the technology and amount of smartphones have reached its peak, so as the app market. There are numerous apps and developers form all around the world in the market, which make the competition fierce and international.
When a user chooses to download an app, the icon of app will be the first thing a user gets to know about the app. So an app with a nice and attractive icon will gain more competitiveness against other competitors in the market.
Therefore this research will take “icon” as the main key factor, and explore whether the 5 design attributes, subjective familiarity and recognition of icons will affect the download intension of apps to the users under 12 app categories. And since the competition of app market is globalized, this research will focus the study on Hungary region, which has different culture, customs and values form Taiwan.
In the result of the research, it found out the intended download ranking of 5 icon design attributes under 12 app categories, and subjective familiarity and recognition of icons both have significant and positive effects on user’s intention of downloading the app. And base on these results analysis, the research provides recommendations of icon designing under different cultures for app developers.

並列關鍵字

app ； icon design ； subjective familiarity ； recognition

參考文獻

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