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|標題:||Using Experience Design to Investigate Emotion and Behavior Intention of Social Website Users|
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|摘要:||With the popularization of Internet in recent years, social website has become more prevalent in the new age, it plays an important role in Taiwan Internet Industry. Nowadays, the most popular social websites in Taiwan are Facebook and Plurk. Surprisingly, both of them are foreign sites, they start dominating the social website market in Taiwan. The social website's vendors in Taiwan face pressure from other competitors all over the world at the same time. How to success from the “Red Ocean” has become an important issue.
Experience is a new economy following knowledge economy and service economy, it occurred through interaction with product or service, and a social-based e-service needs highly interaction, if social websites' vendors could provide premium-quality user experience for their users, that will deeply influence the social website to success or not, but there are few studies talked about the issue of experience design and service science. Thus, our research will take Facebook's users as study sample, to investigate positive basic emotion, negative emotion and affective social identity and behavior intention after users used the eight essential service elements. As the experience design is to create experiential value, our research are going to do a survey from user's view to know the value's classification, finally we classified the service elements into utilitarian, hedonic, and social elements, using structural equation modeling to analyze.
Our result shows that hedonic value and social value's service elements can influence the emotion. In addition, users' positve basic emotion, negative emotion, and affective social identity can also influence the behavior intention. Thus, we suggest that the vendors of social website should focus on creating hedonic value and social value, and emotion also play an important role in social website. Specifically, we suggest that the positive basic emotion and affective social identity should be emphasized.|
近年來由於網路普及化的影響，社群網站逐漸成了新時代的潮流，在台灣網路產業版圖裡面佔了極重的份量。目前台灣最紅的兩個社群網站就屬Facebook和Plurk，但令人意外的是，它們兩個網站都屬於國外的社群網站，面對外來社群網站對於本土社群網站市場的蠶食鯨吞，我國的社群網站面臨了國內及國外的同業競爭壓力，該如何在這片紅海中脫穎而出成為了重要的議題。 體驗是繼知識經濟和服務經濟之後出現的新經濟形態，它是透過與產品或服務互動所產生，而以社群為基礎的電子化服務需要高度的互動性，若是社群網站業者能夠為他們的使用者提供高品質的用戶體驗 (user experience)，將深深地影響到社群網站的成功，但是很少有研究探討體驗設計相關的議題。因此，本研究以Facebook的用戶為調查對象，探討用戶使用社群網站的八種特色服務元素之後所產生的正面基本情緒、負面基本情緒、情感性的社會認同及行為意圖。由於體驗設計的目的即為創造體驗價值，研究首先透過問卷調查法從使用者觀點進行價值的分類，將服務元素分類成實用價值導向、享樂價值導向與社會價值導向等三種類型，透過結構方程模式 (Structural Equation Modeling, SEM)進行分析。 研究結果發現，享樂價值與社會價值導向的服務元素對於其情緒反應的影響較為顯著，而使用者的正面基本情緒、負面基本情緒與情感性的社會認同均能對行為意圖產生顯著影響，因此，本研究建議Facebook及本土社群網站業者在體驗設計的過程應著重在創造享樂價值和社會價值，情緒在社群網站上扮演著重要的角色，尤其以正面基本情緒與情感性的社會認同對於使用者的影響應更加重視。在實用價值導向的服務元素上，Facebook業者應重新省思其設計理念。
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