臺灣博碩士論文加值系統

近年來，新竹動物園重視遊客服務品質，入園遊客數屢創新高。2012年導入智慧動物園導覽應用程式（應用程式application, APP），遊客可以透過此APP，在觀賞動物時，獲得最多的訊息及介紹。隨著科技的發展及遊憩品質的提升，靜態及單向解說導覽模式部分已不符時代潮流，相關軟硬體設施老舊，以致整體服務品質低落，提升動物園導覽APP的服務體驗已成為一急待解決的重要課題。因此，本研究的目的，在於運用服務設計的觀點來找尋新竹動物園導覽APP之服務缺口，再給予設計改良，並衡量改善後的動物園導覽APP是否使遊客有更好的服務體驗品質。
首先，以服務設計手法繪製出顧客旅程地圖，發掘動物園導覽APP之關鍵服務缺口，接著透過Elito法分析歸納，定義出新的動物園導覽APP之設計方針，再以科技接受模型（technology acceptance model, TAM）理論轉換成服務體驗品質評估問卷，並製作新、舊服務設計模擬影片進行問卷評估。最後，本研究以便利抽樣方式蒐集到86名受測者進行資料分析，評估結果在「可感知的易用性」、「知覺有用性」、「使用者態度傾向」、「使用行為意圖」及「實際上系統的使用」各項構面皆有顯著性。因此，改善後的新服務設計能夠提升動物園導覽APP之服務體驗品質。
綜合研究結果，對於未來動物園導覽APP提出以下建議：1）強化動物園導覽APP的宣傳推廣；2）增加趣味性及互動性的實用功能；3）善用自動感應技術提升動物園導覽APP便利性；4）簡單、易懂的圖文設計及資訊架構；5）導覽地圖、解說牌及動物園導覽APP須整體考量設計。

In recent years, record numbers of visitors have visited the Hsinchu Zoo, and the zoo has put an increasing emphasis on the quality of visitor service. In 2012, the zoo introduced a smart guided tour application (hereinafter referred to as the “Hsinchu Zoo App”) which enables visitors to obtain information on the animals when viewing various exhibits. Due to advancements in technology and demand for higher quality leisure activity, the static and one-directional guided tours of the Hsinchu Zoo are not able to meet the needs of people in today's world, and the zoo's overall service quality is also lagging behind due to outdated hardware and software. Thus, there is an urgent need to improve the service experience of the Hsinchu Zoo App. The goal of this study is to explore the service gaps in the Hsinchu Zoo App from the perspective of service design, make improvements to the App, and evaluate whether the improved Hsinchu Zoo App provides a better service experience to visitors.
First, service design methods were used to determine customer journey maps in the zoo and find the key service gaps in the Hsinchu Zoo App. Next, the Elito method was used to conduct analysis and induction in order to define new design parameters for the Hsinchu Zoo App, then the Technology Acceptance Model was used to help transform the parameters into a service experience quality evaluation questionnaire. Video clips simulating the old and new Hsinchu Zoo App were created and shown to study participants before they filled out the questionnaire. This study used convenience sampling to help collect data from 86 questionnaires for further analysis. The analysis results had significance in the aspects of "perceived ease of use", "perceived usefulness", "attitude towards using", "behavioral intentions of use", and "actual system use". This shows that the new service design of the Hsinchu Zoo App improved the service experience for visitors.
The following items are some suggestions to help improve zoo guide apps based on the results of the study:
1).Enhance the promotion of the zoo guide apps.
2).Add practical functions that are fun and interactive to zoo guide apps.
3).Use automatic sensing technology to improve the convenience of zoo guide apps.
4).Implement simple and easy to understand image/text design and information architecture in zoo guide apps.
5).The overall design should be taken into account when designing zoo guide apps as well as the guided tour maps and exhibit signs.

第一章 緒論
1.1 研究背景與動機
1.2 研究目的
1.3 研究架構與流程
1.4 研究範圍與限制

第二章 文獻探討
2.1動物園之發展
2.1.1 新竹市立動物園沿革
2.1.2新竹市立動物園現況
2.1.3動物園遊客族群
2.2導覽系統
2.2.1 行動導覽系統架構
2.2.2 解說牌及導覽地圖設計
2.3服務設計
2.3.1服務設計的定義
2.3.2 服務設計的思考五大原則及四個階段
2.4服務體驗
2.4.1服務體驗的定義
2.4.2 服務體驗品質之評估（科技接受模型）
2.5使用者經驗
2.5.1使用者經驗與心智模式
2.5.2 互動設計
2.5.3 使用性評估

第三章 研究方法與進行步驟
3.1研究方法
3.1.1非參與式的定點觀察法
3.1.2情境訪談
3.1.3人物角色（Persona）
3.1.4顧客旅程地圖
3.1.5 Elito法
3.1.6 問卷調查法
3.2 研究進行步驟

第四章 研究結果
4.1新竹動物園環境
4.2新竹動物園導覽系統
4.3新竹動物園遊客行為觀察
4.3.1新竹動物園遊客族群分析
4.3.2人口處導覽地圖之行為觀察
4.3.3動物展場之行為觀察
4.4新竹動物園導覽APP經營與管理
4.5親子家庭角色模型
4.6新竹動物園導覽APP服務缺口分析
4.6.1情境訪談執行步驟
4.6.2以顧客旅程地圖分析服務缺口
4.7以 Elito 法歸納出設計方針
4.7.1 Elito 法分析說明
4.7.2設計方針

第五章 設計與評估
5.1設計發展
5.1.1新服務設計構想
5.2設計評估
5.2.1受測者基本資料分析
5.2.2服務體驗品質之敘述統計
5.2.3新服務設計對服務體驗之評估結果

第六章 結論與建議
6.1研究結論
6.2研究建議
6.2.1設計應用建議
6.2.2後續研究建議

參考文獻
英文文獻
中文文獻

附錄
附件一：網路問卷內容

英文文獻
1.Alrutz, M., Singer, B., & Wahlig, T. (2002). Developing a Method to Support Human Centered Designers in Forming Arguments: Intertwining Practice and Theory.
2.Bellotti, F., Berta, R., Gloria, A., & Margarone, M. (2002). User Testing a Hypermedia Tour Guide. IEEE Pervasive Computing, 1, p33-41.
3.Bitner, M. J., Faranda, W. T., Huert, A. R., & Zeithaml, V. A. (1997). Customer contributions and roles in service delivery, International Journal of Service Industry Management, 8(3), 193-205.
4.Chen, T. S., Chang, C. S., Li, D. W., & Li, P. I. (2008). Creation, sharing and accumulation of knowledge using web 2.0 technology for ubiquitous learning. Technology Enhanced Learning Conference, Hanoi Vietnam, December 4-6.
5.Cooper, A. (1999). The Inmates Are Running the Asylum. Indianapolis, IN, USA：Macmillan Publishing Co., Inc.
6.Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13(3), 319-340.
7.Davis, F. D., Bagozzi, R. P., & Warshaw, P. R. (1989). User acceptance of computer technology: A comparison of two theoretical models. Management Science, 35(8), 982-1003.
8.Davis, F. D., Bagozzi, R. P., & Warshaw, P. R. (1992). Extrinsic and Intrinsic Motivation to use computers in the workplace. Journal of Applied Social Psychology, 22, 1111-1132.
9.Design Council (2007, January 20). Eleven lessons- Managing design in eleven global brands: The design process. Retrieved January 25, 2018, from https://www.designcouncil.org.uk/sites/default/files/asset/document/ElevenLessons_Design_Council%20%282%29.pdf
10.Design Council (2015, March 17). The Design Process: What is the Double Diamond?. Retrieved January 26, 2018, from https://www.designcouncil.org.uk/news-opinion/design-process-what-double-diamond
11.Dishaw, M. T., & Strong, D. M. (1999). Extending the technology acceptance model with task-technology fit constructs. Information and management, 36, 9-21.
12.Fazio, J. R., & Gilbert, D. L. (1986). Public relations and communications for natural resource managers. Dubuque, Iowa: Kendall/Hunt Pub. Co.
13.Fisk, A. D., Rogers, W. A., Charness, N., Czaja, S. J., & Sharit, J. (2004). Designing for older adults: Principles and creative human factors approaches. Boca Raton, FL: CRC Press.
14.Grace, D. & O’Cass. A. (2004). Examining service experiences and post: consumption evaluations, Journal of Services Marketing, 18(11), 450-461.
15.Havice, J. (2017, May 26). “A Step By Step Guide to Building Customer Journey Maps.” ConversionXL. Retrieved January 10, 2018, from http://conversionxl.com/customer-journey-maps-better-website-retention/
16.His, S.A. (2003). A study of user experiences mediated by nomadic web content in a museum. Journal of Computer Assisted Learning, 19, p308-319.
17.INSEAD (2006). IDEO: Service Design (A). Retrieved January 30, 2018, 　from https://faculty.insead.edu/manuel-sosa/documents/IDEO_A_w-october-2008.pdf
18.Jordan, P. W. (1998). Human factors for pleasure in product use. Applied Ergonomics, 29(1): 25-33.
19.Lee, Y. S., Hong, S. W., Smith-Jackson, T. L., Nussbaum, M. A., & Tomioka, K. (2006). Systematic evaluation methodology for cell phone user interfaces. Interacting with Computers, 18(2), 304-325.
20.Nielsen, J. (1993). Usability Engineering. New York: AP Professional, pp17, pp156
21.Norman, D. A. (1983). Some Observations on Mental Models. In: Gentner, Dedre and Stevens, Albert L. (eds.). Mental Models. Hillsdale, NJ: Lawrence Erlbaum Associates.
22.Norman, D. A. (1988). The Design of Everyday Things. New York, USA：Basic Books Inc.
23.Otto, J. E. and Ritchie, J. R. B. (1996). The service experience in tourism, Tourism Management, 17(3), 165-174.
24.Pine II, B. J. and Gilmore, J. H. (1999). The experience economy: work is theatre & every business a stage, Boston, Mass：Harvard Business School Press.
25.Risdon, C. (2011, November 30). “The Anatomy of an Experience Map”Adaptive Path. Retrieved December 10, 2017, from https://web.archive.org/web/20150825070205/http://www.adaptivepath.com:80/ideas/the-anatomy-of-an-experience-map/
26.Schneider, J., & Stickdorn, M. (Eds.) (2011). This is service design thinking: Basics, tools, cases. Amsterdam, The Netherlands: BIS Publishers.
27.Sledgianowski, D. and Kulviwat, S. (2009). Using social network sites: The effects of playfulness, critical mass and trust in a hedonic context. Journal of Computer Information Systems, 49(4): 74-83.
28.Umair, K. (2015). Human Computer Interaction. Retrieved July 10, 2017, from https://khumair87.wordpress.com/
29.Venkatesh, V., & Davis, F. D. (2000). A theoretical extension of the technology acceptance model: Four longitudinal field studies. Management Science, 46(2), 186-204.
30.Winograd, T. (1997). From computing machinery to interaction design. In P. Denning and R. Metcalfe(eds.) Beyond Calculation: the Next Fifty Years of Computing. Amsterdam: Springer-Verlag, 149-162.
31.Yatani, K., Sugimoto, M., Kusunoki, F. (2004). Musex: A system for supporting children's collaborative learning in a museum with PDAs. Paper presented at the 2nd IEEE International Workshop on Wireless and Mobile Technologies in Education (WMTE'04), Taoyuan, Taiwan, p109-113.
32.Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence. Journal of Marketing, 52(3), 4-17.
33.Zeithaml, A, Pasuraman, A., & Berry, L. (1990). Delivering quality service: Balancing customer perceptions and expectations. New York, NY: The Free Press.

中文文獻
1.王憶萍 (2012)。應用QR Code建立雲端行動導覽系統－以彰化孔廟行動導覽為例。亞洲大學 資訊工程學系碩士在職專班。台中市。
2.池熙璿（譯）（2013）。這就是服務設計思考！（原作者：Marc Stickdorn、Jakob Schneider）。台北市：中國生產力中心。
3.宋曜廷、張國恩、于文正（2006）。行動載具在博物館學習的應用：促進「人-機-境」互動的設計。博物館學季刊，20卷, 17-34頁。
4.阮綠茵（2007）。觀察法。於管倖生、阮綠茵、王明堂、王藍亭、李佩玲、高新發等編著，設計研究方法，三版，103-124 頁。台北：全華。
5.林宗明（2007）。RFID 技術應用於停車管理之規劃。國立中央大學通訊工程研究 所碩士在職專班 碩士論文。
6.高台茜（2001）。未來教室學習─以無線網路應用為基礎的認知學徒制學習環境。台大教與學電子報第九期，p101-104。
7.張紹勳（2005）。研究方法，第三版。台中：滄海。
8.許世明 (2004)。台北市立動物園策略性行銷之研究（1987∼2005）。台灣大學 公共行政研究所碩士論文。台北市。
9.陳建雄（譯） (2002)。互動設計：跨越人－電腦互動（原作者：Preece, J., Rogers, Y., & Sharp, H.）。台北市：全華科技。
10.黃友玫（譯）（2009）。愛與幸福的動物園：來看旭山動物園奇蹟（原作者：原子禪）。臺北市：漫遊者文化。
11.黃思瑋（2015）。運動內衣專賣店之創新服務設計。銘傳大學 商品設計學系碩士班。台北市。
12.趙慧芬、林潔盈、吳莉君（譯）(2012)。設計的方法（原作者：Bruce Hanington、Bella Martin）。台北市：原點出版社。
13.賴鼎陞、高淑惠、黃雅惠（2004）。博物館數位導覽系統建置與使用者評估。第三屆數位典藏技術研討會, p1-p8。
14.內政部戶政司全球資訊網（民105年6月22日）。老化指數攀升 新竹、桃園最年輕。民106年2月20日，取自：https://www.ris.gov.tw/news?p_p_id=101_IN
15.新竹市立動物園網站（無日期）。園區簡介：歷史沿革。民106年1月15日，取自：http://zoo.e-tobe.com/content.php?id=20&sub=2
16.ETtoday旅遊雲網站（民103年1月28日）。新竹市立動物園首創用APP當導覽帶你逛動物園【旅遊雲】。民106年2月10日，取自：http://travel.ettoday.net/article/321013.htm