建構互動電視之資訊服務使用模型

Abstract

將消費者資訊導入產品開發過程, 已是市場之不穩定性增高之90年代 , 企業所必須注意的一件事。尤其是高科技產品, 若一味以技術導向來發 展, 則失敗所造成的成本是相當驚人的。過去的研究指出, 利用生活型 態 (lifestyle) 研究所得之消費者資訊, 十分正確而完整。如果再利用 深度訪談(in-depth interview)之方法, 更可正確的掌握消費者需求。故 本研究針對互動電視此項未來產品, 先利用1200份之問卷發放, 進行巨觀 之生活型態研究, 之後再針對互動電視資訊服務一項, 進行深度訪談。而 深度訪談之結果, 利用GOMS之架構, 將受訪者目前對不同資訊之需求, 整 理成使用模型。經比較不同受訪者之使用模型, 確認出資訊服務系統之功 能需求, 並進行建構出互動電視之資訊服務使用模型。回收之有效問卷 有975 份, 經過嚴格的篩選, 共挑出八位深度訪談受訪者。經GOMS式之分 析比較, 發現資訊服務系統應包含(1) 旅遊資訊、(2 ) 醫療資訊、(3) 國內外新聞資訊、(4) 休閒娛樂資訊、(5) 科技新知資訊、(6) 財經資訊 。而資訊應以深淺不同之層級加以區分呈現, 尤其發現資訊服務與互動電 視其它服務是息息相關的, 且不同資訊項目之使用模型 , 可利用GOMS架 構所整理出來的受訪者目前之資訊使用模型, 加以整合得之。 To pevent from losing the battle of competition, business enterprises have to proactively in meeting consumer needs and requirements in their new product development. Although lifestyle research has served as an effective way in discovering consumer needs, there is no systematic method in identifying consumer requirements especially for innovative consumer products. The purpose of this thesis was to propose a methodology for probing into consumer requirements for consumer products. This methodology was dervied from the GOMS model. Eight people, who exhibited characteristics of purchase innovativeness, were selected for in-depth interviews about their acquistion and use of information in their daily life. The protocol data was then transcripted into GOMS format. By integrating and abstracting several GOMS models, information use model was derived. This information use model serves as a basis for identifying user requirements of Information-on- Demand service in Interactive Television.