類創作音樂APP之使用者經驗分析與體驗評價 ─以智慧型手機為例

Abstract

隨著資訊時代來臨，帶動產業自動化、數位化的經濟發展，然而音樂產業在數位化與網路普及的衝擊之下，產值下降。而面臨科技數位快速演進的趨勢之下，音樂產業必須重新思考如何順應此趨勢，且能運用科技擴充數位音樂的附加價值，成為音樂工作者當前的重大課題。\n21世紀全球進入體驗經濟時代，大眾消費型態由理性消費轉向感性消費的型態，對於產品消費的需求，已從使用性功能面的基本需求，轉為心理上情感滿足的想望。本研究的目的在於探討如何透過科技設計具魅力的音樂體驗，以智慧型手機「類創作音樂APP」為例，應用於數位音樂加值內容的創意上，創造音樂互動產品的價值。研究結果可供相關產品研發設計人員、相關產業數位內容開發者，作為未來開發或改良相關產品的參考依據。\n研究方法主要透過專家訪談、結合魅力工學EGM評價構造法，進行使用者互動經驗的深入觀察和5W2H分析法分析使用者經驗及需求、萃取魅力因素，並建立魅力評價構造圖；再以魅力評價構造圖作為問卷設計依據，進行高涉入者問卷調查，以驗證質性分析結果，包含八大魅力構造（上位抽象評價感受／中位原始評價理由／下位具體評價事項）說明如下：「友善親和感（安全感）／介面設計之易用性／介面直覺簡單明瞭好操作」、「趣味感／互動與回饋之可玩性／需要一點技巧又不會太難」、「悅聽愉悅感／音樂設計之音樂性／個人喜愛的音樂類型」、「風格化/整體感／設計美感／介面質感好，圖案設計精緻」、「容易操控／創作自由度之可創作性／可創作的素材豐富多樣、愈多愈好」、「操作流暢感（友善的）／創作方式／創作規則清楚簡單、容易上手又不單調」、「愉悅（趣味）感／使用目的之實用性／放鬆娛樂（打發時間、陶冶身心、當樂器玩、能演出喜愛歌手的歌曲、享受創作樂趣、角色扮演等）」、「趣味感／社交性／可隨時隨地聽見世界各地創作的聲音」等，並結合Pine II & Gilmore（1998）提出的體驗框架理論紮根與驗證，整合建構出「類創作音樂APP」的體驗設計框架。\n本研究最後由問卷分析得知以下發現：（一）透過相關性分析得知原始魅力構面中的「創作方式」與「創作自由度之可創作性」、「互動與回饋之可玩性」與「音樂設計之音樂性」、「使用目的之實用性」與「社交性」呈現高度顯著相關，分析其使用經驗脈絡以提出相關設計建議；（二）從深度訪談觀察得知不同音樂經驗程度者其使用者經驗和需求略有差異，但從問卷分析驗證後未呈現顯著差異，有待日後擴大受測樣本數，且均量之各組不同音樂經驗程度者之樣本數，以作進一步驗證和分析探討。

As the information era comes, the automatic and digital economic development of industries has developed. However, under the impact of digitalization and internet popularization, the industrial value of the music industry is decreasing. Facing the rapid evolution of digital technologies, the music industry has to reconsider how to comply with such a trend. The application of technology to expand the added value of digital music has become the major subject of musicians at present.\nThe world has entered into the era of the experience economy in the 21st century. The public consumption pattern has transformed from rational consumption to perceptual consumption. For the requirements of product consumption, the basic requirements at a functional use level have transformed to the desire for emotional satisfaction at a psychological level. The purpose of this research was to discuss how to design charming music experiences through technology. A music creation assistant smartphone app was taken as an example to apply creativity to the added value content of digital music so as to create the value of interactive music products. The research results could be used by R&D and design personnel for relevant products and by developers of digital content in relevant industries as a reference for the future development and improvement of relevant products\nThe expert interview research method was mainly applied in this study. Combined with the charm engineering EGM assessment structured approach, in-depth observations of users’ interactive experiences and the 5W2H analysis method were conducted to analyze users’ experience and requirements, extract charm factors, and establish a structural map of the charm assessment. The structural map of the charm assessment was regarded as the basis of the questionnaire design to conduct a questionnaire for people with high involvement, so as to verify the qualitative analysis result. The structure of eight charm factors (upper: abstract assessment feeling; middle: original assessment reason; lower: specific assessment matters) was as follows: “sense of being friendly and amiable (sense of security)/usability of UI design/the UI should be instinct, simple, and easy to operate”; “sense of fun/playability of interaction and feedback/it should require a little skill but be not too difficult”; “sense of pleasure in listening/musicality of music design/different people’s favorite music type”; “stylization/sense of wholeness/design aesthetics/good texture of interface, delicate pattern design”; “easy control/creativity of degree of creation freedom/diversified materials for creation, the more the better”; “operational smoothness (friendly)/way of creation/clear and simple creation rules; easy to get started but not monotonous”; “sense of pleasure (interest)/practicability of use purpose/relaxation and recreation (kill time, cultivate mind and body, play as a musical instrument, be able to play the songs of favorite singers, enjoy the pleasure of creation, role play, etc.)”; and “sense of fun/sociability/be able to hear the sounds of creation from all over the world at any time”. Combined with the experience frame theory proposed by Pine II & Gilmore (1999), this study integrated and constructed the experience design frame of music creation assistant apps.\nThe questionnaire analysis made a number of findings. First, it was learned from the correlation analysis that, in the aspect of the original charm factors, there were significant correlations between “way of creation” and “creativity within the creation freedom”, “playability of interaction and feedback” and “musicality of music design”, and “practicability of use purpose” and “sociability”. The use experience context was analyzed to propose relevant design suggestions for these correlations. Second, it was known from the in-depth interviews and observations that the user experience and requirements of people with different degrees of music experience varied slightly, but no significant difference was verified by the questionnaire analysis. The sample size of the participants and amount people with different degrees of music experience in every group should be expanded in the future for further verification and analysis.