從閱讀動機探討電子書閱讀器之情緒設計因素

Abstract

2009年，Amazon網路書店推出第一台Kindle電子書閱讀器之後，掀起全球的電子書熱潮而引爆閱讀革命，無論是出版業、電子、電信業龍頭皆紛紛搶進此新興電子書市場，美國Google更明確表示，無論是智慧型手機、Netbook或專用閱讀器，只要是可以連結上網站的裝置，Google就能夠提供電子書服務。2010年在Apple推出iPad風迷全球後，其複製iPhone與iPod上完美的使用者經驗，不但可閱讀電子書，亦具備無線上網、撥放音樂、欣賞影片、錄音錄影、玩遊戲、進行社交網路活動等多媒體互動功能，更點燃全球各大軟硬體廠商競相投入彩色平板電腦開發之風潮。因此，目前市面上主流的兩種電子書閱讀器分別為以Kindle為首、以電子墨水(e-ink)為顯示科技的專用閱讀器；以及以Apple i-Pad為主、具有高解析度彩色螢幕及多媒體功能的平板電腦為主。

有鑑於未來電子書閱讀器的高度發展性，瞭解目前使用者的使用現況和需求，以及設計出更好的電子書閱讀器成為重要的發展議題。本研究以問卷調查法，蒐集320位電子書使用者資料，從中找出目前台灣的電子書閱讀器使用近況；本研究並試圖以閱讀動機(reading motivation)作為切入點，探討不同閱讀動機的使用者在情緒設計(emotional design)三層次(本能層次、行為層次、反思層次)上的情緒感受。以及三個層次中彼此是否如同Norman所言，具有互相影響的作用存在。

經過統計分析之後發現，在電子書的使用狀況上，目前的使用者多數傾向於使用平板電腦作為閱讀電子書之載具，其中又以Apple i-Pad為最大比例的電子書閱讀器(62%)；在閱讀行為上，不同閱讀動機的使用者在「閱讀時間」和「閱讀類型」上有差異發生，而「閱讀頻率」和「閱讀地點」則沒有差異；情緒設計三層次的情緒感受上，不同閱讀動機的使用者在「行為層次」上有顯著差異發生，「本能層次」和「反思層次」則未發生差異；另外，情緒設計三層次在電子書閱讀器上有互相影響的效果存在，其中以「本能層次」對其他層次的影響最大。

本研究以上述的研究結果，說明目前電子書閱讀器的發展現況，並以研究結果與現有電子書閱讀器的設計準則搭配，對未來電子書閱讀器的設計議題上提出建議；而在研究中未成立的假設部分，本研究也將一一詳加解釋並推論可能之原因。

關鍵字：電子書閱讀器、閱讀動機、情緒設計、本能層次、行為層次、反思層次

The introduction of first ever Kindle e-book reader by Amazon in 2009 triggered a global e-book fever and ignited the reading revolution. Leaders in publication, electronics, and telecommunication industries have all rushed to this emerging e-book market. Google has even further stated that it can provide e-book service for all devices with an internet connection such as smartphones, Netbook, or a dedicated reader. The globally well-received iPad introduced by Apple in 2010 has copied the perfect user experiences of iPhone and iPod, where users can not only read e-book, but also have access to various multimedia functions such as wireless internet connection, music/video playback, video/audio recording, gaming, and social-networking. It has pushed forth the global trend of all major hardware and software companies in the world rushing into the development of color Tablet PC. Therefore, the two kinds of mainstream e-book readers currently on the market are the dedicated reader based on e-ink display technology led by Kindle, and the Tablet PC with high definition color displace and multimedia functions led by the Apple iPad

In light of the huge potential for future e-book development, it has become an important subject to understand the situation and needs of usage among current users, and to design a better e-book reader. In this study we used the questionnaire method to collect data of 320 e-book users in order to find out the recent status of the usage of e-book readers in Taiwan. In this study we also tried to use reading motivation as independent variable to explore the emotions of users with different reading motivations at three levels of emotional designs (Visceral level, Behavioral level, Reflective level), and whether or not these three levels are influencing each other as indicated by Norman.

Based on the statistic analysis, we find that most e-book users have been leaning towards using Tablet PC as the e-book reading device, with Apple i-Pad as the most frequently used e-book reader (62%). In terms of reading behavior, there is a significant difference in “reading time” and “reading type” among users of different reading motivations, but there is no difference in “reading frequency” and “reading location”. In terms of the emotions of three emotional design levels, there is a significant difference in “behavioral level” among users with different reading motivations, while there is no difference in “visceral level” and “reflective level”. In addition, the three emotional design levels will influence each other when it comes to e-book readers, while the “visceral level” is the most influential among all levels. Based on aforementioned results, in this study we described the current development status of e-book readers and we combined the research results with current design guidelines of e-book readers in order to propose suggestions for future design of e-book readers. As for the hypothesis which is yet to be proven, in this study we have also provided detailed and itemized explanations and possible causes.

Keywords: e-reader, reading motivation, emotional design, visceral level, behavioral level, relective level