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題名 以情境設計法發展行動商務之互動介面
Developing m-Commerce Interactive Interface through Scenario-Based Design
作者 林佑儒
貢獻者 管郁君<br>黃國華
林佑儒
關鍵詞 情境設計法
參與式設計
焦點團體訪談
電子商務
行動商務
人機介面
日期 2012
上傳時間 2-Sep-2013 16:00:46 (UTC+8)
摘要 網際網路從二十年前發展迄今已經快速成為電子商務的重要平台，而科技的進步已經大幅提升人們在使用網際網路經驗的滿意度。透過網際網路呈現各類型的資訊已不再新奇，有些產業更將網際網路視為企業生存的必要條件之一。隨著智慧型手機或小型平板電腦等口袋型行動裝置的快速崛起，更讓網際網路的觸角得以延伸至世界各個角落。對於許多現代人來說，行動上網已經成為一種生活型態，因此，如何從網頁介面設計的範疇中尋找一個能夠順利地將電子商務轉換成行動商務的模式，對於現今電子商務的企業或組織是重要且必要的。

在瀏覽傳統版網頁時，由於口袋型行動裝置的螢幕相對較小，導致頁面資訊過於密集不易觀看，加上大多數網站的開發受到傳統系統開發方法論的影響，導致明確的使用者需求不易在系統發展的初期展現，因此本研究在建置一個行動商務網頁介面時，捨棄過去以因素為導向(factor-based)的研究方法，採用任務為導向(task-oriented)的概念，也就是情境設計法(scenario based design)來設計一個適合在口袋型行動裝置瀏覽的行動商務網站。根據情境設計法的架構，問題情境(problem scenario)、活動情境(activity scenario)、資訊情境(information scenario)和互動情境(interaction scenario)都會依序產出。

另外，由於情境設計法之分析設計流程相當複雜，對於所有的設計步驟與細節都必須思考周詳。因此，本研究執行三場的焦點團體訪談，從11位參與者的敘述當中收集所有的設計思維與意見，並逐一整理成行動商務網站之相關情境，包括三個問題情境(problem scenario)、兩個活動情境(activity scenario)、兩個資訊與互動情境(information and interaction scenario)。為了評估本研究所設計的行動商務網站的系統可用性(system usability)，三群不同類型的受測者在詳細閱讀兩個資訊與互動情境之後，立即進行系統可用性量表(system usability scale)的填答，結果發現三群不同類型的填答者對於本研究所提出的行動商務網站的系統可用性並無顯著差異。

為了清楚展現以情境設計法建置行動商務使用者介面之可行性，本研究除了逐步發展情境設計法的基本產出之外，更試圖記錄三場焦點團體訪談過程中參與者達成共識的脈絡，不僅依照情境設計法之流程發展任務(tasks)以及子任務(subtasks)，更將這些子任務發展成設計準則，也就是每一個任務都包含了活動層(activity layer)、資訊層(information layer)以及互動層(interaction layer)等三層子任務，並針對每一個任務提出相對應的深入描述。
Advances of technology has enabled much more satisfying internet surfing experience, as compared with almost two decades ago when World Wide Web just emerged and quickly became the widely accepted platform for e-commerce. Nowadays, being present on WWW is no longer a novel move, but a necessity for business survival. Further, with the tremendous penetration speed of pocket-size mobile devices, such as smart phones and mini pads, online experience has now extended to the tether-less world. Surfing the internet on the go is rapidly becoming a preferred life style and often a necessity of life for many people. Yet smooth transition from e-commerce to m-commerce requires that businesses recognize a major paradigm shift in web interface design.

As pocket-size mobile devices are equipped with relatively small screen when displaying general web pages and previous design procedure were influenced by traditional methodologies, it is necessary to create a mobile vision of web interface and adopt a different development way which is task-oriented rather than factor-based approach. Consequently, a task-oriented approach, namely scenario-based design, was applied to our research. According to scenario-based design, several scenarios should be developed in sequence, including problem scenarios, activity scenarios, information scenarios, and interaction scenarios.

Due to the complexity of scenario-based design, all the design phases should be taken into consideration. Thus, three rounds of focus groups were held in order to collect ideas and opinions from eleven participants, and several scenarios for m-commerce website were generated. After referencing these scenarios, three groups of subjects were asked to evaluate the proposed m-commerce website by using a 10-item scale, namely system usability scale. The meaning of the system usability score was further discussed.
In order to demonstrate the feasibility of a scenario-based design for m-commerce user interface, the result was summarized and compared with prior research which focused on a list of design factors. Except for the standard outcome of scenario-based design methodology such as scenarios and claim analysis, the study further tried to record the development of common consensus which was drawn from the discussion in three sessions of focus group. This study intended not only to identify tasks and subtasks by following the concepts of the scenario-based design, but also to propose design guidelines for developing subtasks, namely three layers of subtasks including activity layer, information layer, and interaction layer. An in-depth description of tasks proposed by the study and respective implementation was presented in the conclusion.
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描述 碩士
國立政治大學
資訊管理研究所
100356013
101
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0100356013
資料類型 thesis
dc.contributor.advisor 管郁君<br>黃國華zh_TW
dc.contributor.author (Authors) 林佑儒zh_TW
dc.creator (作者) 林佑儒zh_TW
dc.date (日期) 2012en_US
dc.date.accessioned 2-Sep-2013 16:00:46 (UTC+8)-
dc.date.available 2-Sep-2013 16:00:46 (UTC+8)-
dc.date.issued (上傳時間) 2-Sep-2013 16:00:46 (UTC+8)-
dc.identifier (Other Identifiers) G0100356013en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/59294-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 資訊管理研究所zh_TW
dc.description (描述) 100356013zh_TW
dc.description (描述) 101zh_TW
dc.description.abstract (摘要) 網際網路從二十年前發展迄今已經快速成為電子商務的重要平台，而科技的進步已經大幅提升人們在使用網際網路經驗的滿意度。透過網際網路呈現各類型的資訊已不再新奇，有些產業更將網際網路視為企業生存的必要條件之一。隨著智慧型手機或小型平板電腦等口袋型行動裝置的快速崛起，更讓網際網路的觸角得以延伸至世界各個角落。對於許多現代人來說，行動上網已經成為一種生活型態，因此，如何從網頁介面設計的範疇中尋找一個能夠順利地將電子商務轉換成行動商務的模式，對於現今電子商務的企業或組織是重要且必要的。

在瀏覽傳統版網頁時，由於口袋型行動裝置的螢幕相對較小，導致頁面資訊過於密集不易觀看，加上大多數網站的開發受到傳統系統開發方法論的影響，導致明確的使用者需求不易在系統發展的初期展現，因此本研究在建置一個行動商務網頁介面時，捨棄過去以因素為導向(factor-based)的研究方法，採用任務為導向(task-oriented)的概念，也就是情境設計法(scenario based design)來設計一個適合在口袋型行動裝置瀏覽的行動商務網站。根據情境設計法的架構，問題情境(problem scenario)、活動情境(activity scenario)、資訊情境(information scenario)和互動情境(interaction scenario)都會依序產出。

另外，由於情境設計法之分析設計流程相當複雜，對於所有的設計步驟與細節都必須思考周詳。因此，本研究執行三場的焦點團體訪談，從11位參與者的敘述當中收集所有的設計思維與意見，並逐一整理成行動商務網站之相關情境，包括三個問題情境(problem scenario)、兩個活動情境(activity scenario)、兩個資訊與互動情境(information and interaction scenario)。為了評估本研究所設計的行動商務網站的系統可用性(system usability)，三群不同類型的受測者在詳細閱讀兩個資訊與互動情境之後，立即進行系統可用性量表(system usability scale)的填答，結果發現三群不同類型的填答者對於本研究所提出的行動商務網站的系統可用性並無顯著差異。

為了清楚展現以情境設計法建置行動商務使用者介面之可行性，本研究除了逐步發展情境設計法的基本產出之外，更試圖記錄三場焦點團體訪談過程中參與者達成共識的脈絡，不僅依照情境設計法之流程發展任務(tasks)以及子任務(subtasks)，更將這些子任務發展成設計準則，也就是每一個任務都包含了活動層(activity layer)、資訊層(information layer)以及互動層(interaction layer)等三層子任務，並針對每一個任務提出相對應的深入描述。		zh_TW
dc.description.abstract (摘要) Advances of technology has enabled much more satisfying internet surfing experience, as compared with almost two decades ago when World Wide Web just emerged and quickly became the widely accepted platform for e-commerce. Nowadays, being present on WWW is no longer a novel move, but a necessity for business survival. Further, with the tremendous penetration speed of pocket-size mobile devices, such as smart phones and mini pads, online experience has now extended to the tether-less world. Surfing the internet on the go is rapidly becoming a preferred life style and often a necessity of life for many people. Yet smooth transition from e-commerce to m-commerce requires that businesses recognize a major paradigm shift in web interface design.

As pocket-size mobile devices are equipped with relatively small screen when displaying general web pages and previous design procedure were influenced by traditional methodologies, it is necessary to create a mobile vision of web interface and adopt a different development way which is task-oriented rather than factor-based approach. Consequently, a task-oriented approach, namely scenario-based design, was applied to our research. According to scenario-based design, several scenarios should be developed in sequence, including problem scenarios, activity scenarios, information scenarios, and interaction scenarios.

Due to the complexity of scenario-based design, all the design phases should be taken into consideration. Thus, three rounds of focus groups were held in order to collect ideas and opinions from eleven participants, and several scenarios for m-commerce website were generated. After referencing these scenarios, three groups of subjects were asked to evaluate the proposed m-commerce website by using a 10-item scale, namely system usability scale. The meaning of the system usability score was further discussed.
In order to demonstrate the feasibility of a scenario-based design for m-commerce user interface, the result was summarized and compared with prior research which focused on a list of design factors. Except for the standard outcome of scenario-based design methodology such as scenarios and claim analysis, the study further tried to record the development of common consensus which was drawn from the discussion in three sessions of focus group. This study intended not only to identify tasks and subtasks by following the concepts of the scenario-based design, but also to propose design guidelines for developing subtasks, namely three layers of subtasks including activity layer, information layer, and interaction layer. An in-depth description of tasks proposed by the study and respective implementation was presented in the conclusion.		en_US
dc.description.tableofcontents CHAPTER ONE: INTRODUCTION 1
CHAPTER TWO: LITERATURE REVIEW 8
Functional Factors 9
Aesthetic Factors 10
Two Factor Theory: Hygiene and Motivation Factors 12
Kano model: Basic, Performance and Exciting Factors 15
Design Factors for E-Commerce Website 17
Design rules for E-Commerce Website 17
The Framework of Mobile Commerce Interface 19
Scenario-Based Design 23
System Usability 34
CHAPTER THREE: RESEARCH METHOD 36
Experiment Design 36
Participants 36
Developing Questions 37
The Objective in each Session/Round of Focus Group 38
Measurement 44
CHAPTER FOUR: DATA ANALYSIS 46
Developing Problem Scenarios 46
Developing Activity Scenarios 58
Developing Information and Interaction Scenarios 63
Usability Test 78
CHAPTER FIVE: CONCLUSION 82
Research Conclusion 82
Research Contribution 89
Limitations and Follow-up Studies 90
REFERENCES 92
APPENDIX A: 第一場焦點團體長表法整理 101
APPENDIX B: 第二場焦點團體長表法整理 104
APPENDIX C: 第三場焦點團體長表法整理 110
APPENDIX D: Problem scenarios 中文版 116
APPENDIX E: Activity scenarios 中文版 119
APPENDIX F: Information and interaction scenarios 中文版 121
APPENDIX G: 行動商務網站之可用性問卷 126		zh_TW
dc.format.extent 10269935 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/#G0100356013en_US
dc.subject (關鍵詞) 情境設計法zh_TW
dc.subject (關鍵詞) 參與式設計zh_TW
dc.subject (關鍵詞) 焦點團體訪談zh_TW
dc.subject (關鍵詞) 電子商務zh_TW
dc.subject (關鍵詞) 行動商務zh_TW
dc.subject (關鍵詞) 人機介面zh_TW
dc.title (題名) 以情境設計法發展行動商務之互動介面zh_TW
dc.title (題名) Developing m-Commerce Interactive Interface through Scenario-Based Designen_US
dc.type (資料類型) thesisen
dc.relation.reference (參考文獻) 中文：
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