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題名 購物生態圈：從生活脈絡及使用情境重新設計電子商務 以Ohhmystyle.com為例
Buyology - Redesign the e-commerce service based on the user’s behavior.作者 陳慧君 貢獻者 蕭瑞麟
Hsiao, Ruey Lin
陳慧君關鍵詞 電子商務
人物誌
重新設計
使用者行為
使用者創新
行動研究
e-commerce
persona
redesign
user behavior
user-oriented innovative
Action Research日期 2011 上傳時間 1-May-2013 11:50:35 (UTC+8) 摘要 就消費群體而言，以其市場定位，可以分為大眾市場和小眾市場。大眾市場符合多數人的規格；小眾市場的需求則較為特殊，強調的是產品特色，而產品特色只對目標客戶群有意義。面對這些個性鮮明的小中市場，不論在品質、價格上等，皆必須與市場做出區隔。找出具有特殊需求的族群，了解各族群不同的個別需求，對症下藥，有別於一般性的觀察。本研究為瞭解使用者的行為模式以重新設計電子商務，以微觀的質性研究角度切入，採用初階的行動研究法，深入瞭解電子商務網站運行的方式。並進入個案活動中，透過使用者的生活脈絡，以及真實的使用情境來進行分析。以OhhmyStyle.com作為個案公司，其販售商品皆為「挑選過」的時尚單品，目標客群也不再是普通的「大眾市場」。本研究針對及潛在使用者進行探索後，整理、歸類出四種具代表性的的使用族群。將各類型受訪者的特徵抽取出來，以角色描寫、人物誌（persona）的方式，建構出使用者角色的模樣與細節，以藉此分析瞭解使用者的行為動機。找出其中與使用者創新有關的環節，提出目前執行上的缺漏及建議。並以此為根基，設計出符合該使用者需求的服務。本研究補強目前使用者研究的三大方向，分別為微觀的互動關係、以人物誌(persona)方式描繪使用者行為、突顯使用者所處的情境制約與限制條件。在實務上的貢獻，將分別以電子商務網站的使用介面、商品及服務的角度進行反思性建議。
The purpose of this research is to redesign the e-commerce based on the user’s behavior. We used action research method, investigated how the e-commerce website works and also went into the users’ lives for observation. Use these real scenario data to analyze the business model and users’ behavior from microscopic approaches. Ohhmystyle.com sells items, which are “selected” by the elites of the fashion group. The mass market is no longer to be their target. Thus we take Ohhmystyle.com as the main study subject, and focus on people who are likely to become to be the customers. After data collection, sorting by persona method, we end up with four groups of potential users. And draw the characteristics of each type of interviewers, restructuring the users’ shape (persona). The details of personas help us to analyze the users’ behavior and motivations. Find out the important parts, which can be related to innovation, and point out the current defects and make suggestions. Redesigning the e-commerce service to make it fits the target users’ demands. Reinforce the research on users in three aspects, microscopic interactions, depiction of persona behavior, and conspicuous restrictions under using situations. Furthermore, provide practical advices on the interface, product and service of the e-commerce website. The ultimate objective of the study is not only to reveal the importance of the details of users, but also to contribute several suggestions towards the e-commerce on the execution and operation directions.參考文獻 經濟部商業司，財團法人資訊工業策進會. 2011. 2011中華民國電子商務年鑑. 經濟部.Ariely, D. 2011. 誰說人是理性的: 天下文化.Franke, N., & von Hippel, E. 2003. Satisfying heterogeneous user needs via innovation toolkits: the case of Apache security software. Research Policy, 32(7): 1199-1215.Garud, R., & Karnøe, P. 2003. Bricolage versus breakthrough: distributed and embedded agency in technology entrepreneurship. Research Policy, 32(2): 277-300.Garud, R., & Rappa, M. A. 1994. A socio-cognitive model of technology evolution: The case of cochlear implants. Organization Science, 5(3): 344-362.Herstatt, C., & Von Hippel, E. 1992. From experience: Developing new product concepts via the lead user method: A case study in a “low-Tech” field. Journal of Product Innovation Management, 9(3): 213-221.Hippel, E. v. 2011. 客戶才是你的創新總監. 臺北市: 博雅書屋.Lüthje, C., & Herstatt, C. 2004. The Lead User method: an outline of empirical findings and issues for future research. R&D Management, 34(5): 553-568.Lakhani, K. R., & von Hippel, E. 2003. How open source software works: `Free` user-to-user assistance. Research Policy, 32(6): 923-943.Lewin, K. 1946. Action research and minority problems. Journal of Social Issues, 2(4): 34-46.Oost, E. 2003. Materialized gender: How shavers configure the users’ feminity and masculinity. Oudshoorn, Nelly y Trevor Pinch (Eds.).Oudshoorn, N. 2003. The male pill: A biography of a technology in the making: Duke University Press Books.Oudshoorn, N., & Pinch, T. 2003. How users matter: The co-construction of users and technology. Cambridge, MA: MIT Press.Oudshoorn, N., Rommes, E., & Stienstra, M. 2004. Configuring the user as everybody: Gender and design cultures in information and communication technologies. Science, Technology & Human Values, 29(1): 30-63.Punj, G., & Stewart, D. W. 1983. Cluster analysis in marketing research: Review and suggestions for application. Journal of Marketing Research: 134-148.Rodenstein, R., & Donath, J. S. 2000. Talking in circles: designing a spatially-grounded audioconferencing environment. Paper presented at the Proceedings of the SIGCHI conference on Human factors in computing systems.Rommes, E., Van Oost, E., & Oudshoorn, N. 1999. Gender in the Design of the Digital City of Amsterdam. Information, Communication & Society, 2(4): 476-495.Thomke, S., & Hippel, E. v. 2002. Customers as Innovators: A New Way to Create Value. Hardvard Business Review, April: 5-11.van Oost, E. 2005. Material gender: How shavers configure the users’ femininity and masculinity. In N. Oudshoorn, & T. Pinch (Eds.), How users matter: The co-construction of users and technology. Boston: The MIT Press.von Hippel, E. 1986. Lead users: a Source of novel product concepts. Management Science, 32(7): 791-805.von Hippel, E. 1988. The sources of innovation. Oxford: New York University Press.von Hippel, E. 2005. Ideas on the edge, CIO Insight: 54-60: Ziff Davis Media Inc.Von Hippel, E., & Finkelstein, S. N. 1979. Analysis of innovation in automated clinical chemistry analyzers. Science and Public Policy, 6(1): 24-37.von Hippel, E., & Katz, R. 2002. Shifting innovation to users via toolkits. Management Science, 48(7): 821-833. 描述 碩士
國立政治大學
科技管理研究所
99359009
100資料來源 http://thesis.lib.nccu.edu.tw/record/#G0099359009 資料類型 thesis dc.contributor.advisor 蕭瑞麟 zh_TW dc.contributor.advisor Hsiao, Ruey Lin en_US dc.contributor.author (Authors) 陳慧君 zh_TW dc.creator (作者) 陳慧君 zh_TW dc.date (日期) 2011 en_US dc.date.accessioned 1-May-2013 11:50:35 (UTC+8) - dc.date.available 1-May-2013 11:50:35 (UTC+8) - dc.date.issued (上傳時間) 1-May-2013 11:50:35 (UTC+8) - dc.identifier (Other Identifiers) G0099359009 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/57966 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 科技管理研究所 zh_TW dc.description (描述) 99359009 zh_TW dc.description (描述) 100 zh_TW dc.description.abstract (摘要) 就消費群體而言，以其市場定位，可以分為大眾市場和小眾市場。大眾市場符合多數人的規格；小眾市場的需求則較為特殊，強調的是產品特色，而產品特色只對目標客戶群有意義。面對這些個性鮮明的小中市場，不論在品質、價格上等，皆必須與市場做出區隔。找出具有特殊需求的族群，了解各族群不同的個別需求，對症下藥，有別於一般性的觀察。本研究為瞭解使用者的行為模式以重新設計電子商務，以微觀的質性研究角度切入，採用初階的行動研究法，深入瞭解電子商務網站運行的方式。並進入個案活動中，透過使用者的生活脈絡，以及真實的使用情境來進行分析。以OhhmyStyle.com作為個案公司，其販售商品皆為「挑選過」的時尚單品，目標客群也不再是普通的「大眾市場」。本研究針對及潛在使用者進行探索後，整理、歸類出四種具代表性的的使用族群。將各類型受訪者的特徵抽取出來，以角色描寫、人物誌（persona）的方式，建構出使用者角色的模樣與細節，以藉此分析瞭解使用者的行為動機。找出其中與使用者創新有關的環節，提出目前執行上的缺漏及建議。並以此為根基，設計出符合該使用者需求的服務。本研究補強目前使用者研究的三大方向，分別為微觀的互動關係、以人物誌(persona)方式描繪使用者行為、突顯使用者所處的情境制約與限制條件。在實務上的貢獻，將分別以電子商務網站的使用介面、商品及服務的角度進行反思性建議。 zh_TW dc.description.abstract (摘要) The purpose of this research is to redesign the e-commerce based on the user’s behavior. We used action research method, investigated how the e-commerce website works and also went into the users’ lives for observation. Use these real scenario data to analyze the business model and users’ behavior from microscopic approaches. Ohhmystyle.com sells items, which are “selected” by the elites of the fashion group. The mass market is no longer to be their target. Thus we take Ohhmystyle.com as the main study subject, and focus on people who are likely to become to be the customers. After data collection, sorting by persona method, we end up with four groups of potential users. And draw the characteristics of each type of interviewers, restructuring the users’ shape (persona). The details of personas help us to analyze the users’ behavior and motivations. Find out the important parts, which can be related to innovation, and point out the current defects and make suggestions. Redesigning the e-commerce service to make it fits the target users’ demands. Reinforce the research on users in three aspects, microscopic interactions, depiction of persona behavior, and conspicuous restrictions under using situations. Furthermore, provide practical advices on the interface, product and service of the e-commerce website. The ultimate objective of the study is not only to reveal the importance of the details of users, but also to contribute several suggestions towards the e-commerce on the execution and operation directions. en_US dc.description.tableofcontents 目錄第壹章、 緒論 9一、 研究背景及動機 9二、 研究目的 10三、 研究架構 11第貳章、文獻探討 12一、 使用者創新 14（一）創新來源（限制） 18（二）製造端和使用者端的差異 20（三）假設前提 22二、 社會建構 23三、 研究缺口：使用者生活脈絡 27第參章、方法論 29一、 研究方法 29二、 個案背景 32（一）個案公司背景 32（二）為什麼挑選Ohhmystyle作為個案公司研究？ 35三、 調查對象 38四、 資料蒐集 39五、資料分析方法 41六、分析架構 45第肆章、研究發現 46一、 購物專家 - Lucy 47（一）行為模式 47（二）行為意涵 51二、 團購女王 - Vicky 56（一）行為模式 56（二）行為意涵 61三、 時尚見習生 - Erica 63（一）行為模式 63（二）行為意涵 66四、 初階型男 - Billy 71（一）行為模式 71（二）行為意涵 74第伍章、討論與結論 77一、 理論貢獻 77（一）微觀的互動關係 77（二）以人物誌(persona)方式描繪使用者行為 78二、實務貢獻 81（一）介面設計 81（二）商品內容 82（三）服務內涵 83三、 結論 83第陸章、參考文獻 85表目錄表1-1. 研究架構示意圖 11表2-1. 使用者經驗限制與研究實驗結果(von Hippel, 1986) 19表3-1. 田野調查記錄 40表5-1. 對應分析表 81圖目錄圖2-1. 創新流程比較圖(Thomke & Hippel, 2002) 16圖2-2. 領先使用者處於市場採用產品的位置 22圖3-1. 孫芸芸為ohhmystyle.com拍攝形象短片截圖 33圖3-2. 孫瑩瑩為Ohhmystyle拍攝人形紙娃娃 33圖3-3. 分析架構圖 45圖4-1. Ohhmystyle.com上的商品頁面 52圖4-2. Gossip單元中指甲油貼商品的明星使用照片與敘述 54圖4-3. Gossip單元中風衣商品的明星使用照片與敘述 54圖4-4. BBS上的網路購物心得版面（e-shopping）截圖 57圖4-5. Ohhmystyle.com中的Style的單元 69圖4-6. 搭配示範圖 70圖4-7. Ohhmystyle.com首頁截圖 75 zh_TW dc.format.extent 1617294 bytes - dc.format.mimetype application/pdf - dc.language.iso en_US - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0099359009 en_US dc.subject (關鍵詞) 電子商務 zh_TW dc.subject (關鍵詞) 人物誌 zh_TW dc.subject (關鍵詞) 重新設計 zh_TW dc.subject (關鍵詞) 使用者行為 zh_TW dc.subject (關鍵詞) 使用者創新 zh_TW dc.subject (關鍵詞) 行動研究 zh_TW dc.subject (關鍵詞) e-commerce en_US dc.subject (關鍵詞) persona en_US dc.subject (關鍵詞) redesign en_US dc.subject (關鍵詞) user behavior en_US dc.subject (關鍵詞) user-oriented innovative en_US dc.subject (關鍵詞) Action Research en_US dc.title (題名) 購物生態圈：從生活脈絡及使用情境重新設計電子商務 以Ohhmystyle.com為例 zh_TW dc.title (題名) Buyology - Redesign the e-commerce service based on the user’s behavior. en_US dc.type (資料類型) thesis en dc.relation.reference (參考文獻) 經濟部商業司，財團法人資訊工業策進會. 2011. 2011中華民國電子商務年鑑. 經濟部.Ariely, D. 2011. 誰說人是理性的: 天下文化.Franke, N., & von Hippel, E. 2003. Satisfying heterogeneous user needs via innovation toolkits: the case of Apache security software. Research Policy, 32(7): 1199-1215.Garud, R., & Karnøe, P. 2003. Bricolage versus breakthrough: distributed and embedded agency in technology entrepreneurship. Research Policy, 32(2): 277-300.Garud, R., & Rappa, M. A. 1994. A socio-cognitive model of technology evolution: The case of cochlear implants. Organization Science, 5(3): 344-362.Herstatt, C., & Von Hippel, E. 1992. From experience: Developing new product concepts via the lead user method: A case study in a “low-Tech” field. Journal of Product Innovation Management, 9(3): 213-221.Hippel, E. v. 2011. 客戶才是你的創新總監. 臺北市: 博雅書屋.Lüthje, C., & Herstatt, C. 2004. The Lead User method: an outline of empirical findings and issues for future research. R&D Management, 34(5): 553-568.Lakhani, K. R., & von Hippel, E. 2003. How open source software works: `Free` user-to-user assistance. Research Policy, 32(6): 923-943.Lewin, K. 1946. Action research and minority problems. Journal of Social Issues, 2(4): 34-46.Oost, E. 2003. Materialized gender: How shavers configure the users’ feminity and masculinity. Oudshoorn, Nelly y Trevor Pinch (Eds.).Oudshoorn, N. 2003. The male pill: A biography of a technology in the making: Duke University Press Books.Oudshoorn, N., & Pinch, T. 2003. How users matter: The co-construction of users and technology. Cambridge, MA: MIT Press.Oudshoorn, N., Rommes, E., & Stienstra, M. 2004. Configuring the user as everybody: Gender and design cultures in information and communication technologies. Science, Technology & Human Values, 29(1): 30-63.Punj, G., & Stewart, D. W. 1983. Cluster analysis in marketing research: Review and suggestions for application. Journal of Marketing Research: 134-148.Rodenstein, R., & Donath, J. S. 2000. Talking in circles: designing a spatially-grounded audioconferencing environment. Paper presented at the Proceedings of the SIGCHI conference on Human factors in computing systems.Rommes, E., Van Oost, E., & Oudshoorn, N. 1999. Gender in the Design of the Digital City of Amsterdam. Information, Communication & Society, 2(4): 476-495.Thomke, S., & Hippel, E. v. 2002. Customers as Innovators: A New Way to Create Value. Hardvard Business Review, April: 5-11.van Oost, E. 2005. Material gender: How shavers configure the users’ femininity and masculinity. In N. Oudshoorn, & T. Pinch (Eds.), How users matter: The co-construction of users and technology. Boston: The MIT Press.von Hippel, E. 1986. Lead users: a Source of novel product concepts. Management Science, 32(7): 791-805.von Hippel, E. 1988. The sources of innovation. Oxford: New York University Press.von Hippel, E. 2005. Ideas on the edge, CIO Insight: 54-60: Ziff Davis Media Inc.Von Hippel, E., & Finkelstein, S. N. 1979. Analysis of innovation in automated clinical chemistry analyzers. Science and Public Policy, 6(1): 24-37.von Hippel, E., & Katz, R. 2002. Shifting innovation to users via toolkits. Management Science, 48(7): 821-833. zh_TW
