由於行動裝置的出現，為軟體開發者帶來許多機會。而在中國大陸，除了主
要的一線及二線城市外，還有許多的尚未滲透的市場。原先被中國大陸阻擋在外
的 Google 也即將重返中國大陸這片土地，顯見在這個市場上仍有龐大的潛在商
機。中國大陸的手機應用程式商店目前是由第三方的 Android 開發商所主導。在
這個廣大的中國大陸市場中，設計出吸引使用者目光的圖標，將提昇使用者對其
下載之意願。因此本研究將探討在中國大陸的文化下，十二項手機應用程式類別
中的五種圖標設計屬性，是否存在最具吸引力的設計屬性。另外進一步研究情感
影響、支配性與意義性是否與圖標的吸引力排序有關。
研究的實驗過程中，採用 Friedman 檢定，分析十二項類別中的設計屬性是
否對受測者有所差異。接著以 Wilcoxon 檢定找出圖標設計屬性間的吸引力排序。
最後以 Ordered Probit 迴歸分析探討使用者對圖標若具有支配性及意義性認知、
與正向的情感影響，是否會與圖標吸引力排序有所關聯。
本研究之結果顯示，十二項手機應用程式類別中，確實存在關鍵設計屬性能
夠吸引使用者下載。而在使用者認知部份也顯示為正向且顯著，代表使用者若對
圖標愈具有支配性與意義性認知，以及對圖標有正向的情感影響，愈能夠吸引使
用者下載該圖標。最後透過本研究，希望能給予開發商及設計人員於設計圖標時，
針對各個不同類別設計出符合該類別之屬性，進而達到吸引使用者下載之目的。

Mobile devices have brought many opportunities to software developers. In China,
other cities and regions are still underpenetrated except Tier 1 and Tier 2 cities. Since
there are tremendous potential opportunities in China, Google is going to return to
China. Third-party Android stores dominates in app stores in China. Designing
attractive icons will make users to download applications. Therefore, the main purpose
of this research is to explore if there are most attractive design attributes in 12
application categories, and discuss correlations among affect, dominance, meaning, and
icon design attributes on the culture of China.
Friedman Test and Wilcoxon Signed-rank Test were adopted in experiment. The
purposes are to analyze if the design attributes in 12 application categories are different
to participants and find out the ranking with icon design attributes. Finally, Ordered
Probit Regression is used to discuss the correlations between dominance, meaning, and
positive affect.
The results indicate that there are critical design attributes to attract users to
download in 12 mobile application categories. For user cognition, the results are also
positive and significant. This represents that if an icon is more dominant and meaningful,
and has positive affect, users are more likely to download the application. According to
this research, we would like to suggest developers and designers designing different
icons for different application categories, and then, the objective is to attract users to
download application.

論文摘要 ...................................................................................................................... iii
ABSTRACT .................................................................................................................. iv
目錄….. .......................................................................................................................... v
圖目錄.. ........................................................................................................................vii
表目錄.. ...................................................................................................................... viii
一、 緒論 .................................................................................................................... 1
1-1 研究背景 .............................................................................................................. 1
1-2 研究動機 .............................................................................................................. 2
1-3 研究目的 .............................................................................................................. 3
二、 文獻探討 ............................................................................................................ 4
2-1 圖標 (Icon) .......................................................................................................... 4
2-2 圖標設計屬性 ...................................................................................................... 5
2-3 情感影響 (Affect) ............................................................................................... 8
2-4 支配性 (Dominance) ........................................................................................... 8
2-5 意義性 (Meaning) ............................................................................................... 9
2-6 文化 (Culture) ................................................................................................... 10
三、 研究方法 .......................................................................................................... 12
3-1 手機應用程式類別選擇 .................................................................................... 12
3-2 圖標屬性定義 .................................................................................................... 13
3-3 圖標設計 ............................................................................................................ 13
3-4 屬性測試 ............................................................................................................ 14
3-5 實驗設計 ............................................................................................................ 21
3-6 實驗之問卷 ....................................................................................................... 23
四、 資料分析 .......................................................................................................... 25
4-1 Friedman 檢定 ................................................................................................... 25
4-2 Wilcoxon 符號排序檢定 ................................................................................... 30
4-3 樣本描述與分析 ............................................................................................... 37
4-4 文化(Culture)分析 .......................................................................................... 101
4-5 情感影響(Affect)分析 .................................................................................... 102
4-6 支配性(Dominance)分析 ............................................................................... 110
4-7 意義性(Meaning)分析 .................................................................................... 117
五、 結論與建議.................................................................................................... 123
5-1 研究結論 ......................................................................................................... 123
5-2 研究貢獻 .......................................................................................................... 134
5-3 研究限制 ......................................................................................................... 136
5-4 研究建議 ......................................................................................................... 137
參考文獻 .................................................................................................................... 138

[1] Android Developers Blog. (2011). A Closer Look at 10 Billion Downloads. Retrieved from http://android-developers.blogspot.tw/2011/12/closer-look-at-10-billion-downloads.html
[2] App Annie. (2016). App Annie Mobile App Forecast: China to Surpass the US in 2016. Retrieved from http://blog.appannie.com/mobile-app-forecast-china-to-surpass-us-in-2016/#sthash.kxZEQ4rj.dpuf
[3] App Annie. (2016). App Annie Announces the Top 52 Publishers of 2015! Retrieved from http://blog.appannie.com/app-annie-52-top-app-publishers-2015/
[4] Barrett, T. J. (1985). Interactive imagery and recall of advertisements: Interactive imagery, noninteractive imagery, and printed text. Psychological Reports, 56(3), 922-922.
[5] Berlyne, D. E. (1971). Aesthetics and psychobiology (Vol. 336): JSTOR.
[6] Berry, N. C. (1988). Revitalizing brands. Journal of Consumer Marketing, 5(3), 15-20.
[7] Bevlin, M. E. (1994). Design through discovery: an introduction to art and design: Wadsworth Pub Co.
[8] Blankenberger, S., & Hahn, K. (1991). Effects of icon design on human-computer interaction. International Journal of Man-Machine Studies, 35(3), 363-377.
[9] Block, C. E. (1969). Symbolic branding: The problem of mistaken identity with design marks. Trademark Rep., 59, 399.
[10] Butterfield, G. B., & Butterfield, E. C. (1977). Lexical codability and age. Journal of verbal Learning and verbal Behavior, 16(1), 113-118.
[11] Clark, V. (1988). Strategies: Identify Yourself. Canadian Business, 61, 21-22.
[12] Dondis, D. A. (1974). A primer of visual literacy: Mit Press.
[13] Durgee, J. F., & Stuart, R. W. (1987). Advertising symbols and brand names that best represent key product meanings. Journal of Consumer Marketing, 4(3), 15-24.
[14] Facebook. (2016). Facebook Reports First Quarter 2016 Results and Announces Proposal for New Class of Stock. Retrieved from http://investor.fb.com/releasedetail.cfm?ReleaseID=967167
[15] Galitz, W. O. (2007). The essential guide to user interface design: an introduction to GUI design principles and techniques: John Wiley & Sons.
[16] Gartner. (2014). Gartner Says by 2017, Mobile Users Will Provide Personalized Data Streams to More Than 100 Apps and Services Every Day. Retrieved from http://www.gartner.com/newsroom/id/2654115
[17] Gittins, D. (1986). Icon-based human-computer interaction. International Journal of Man-Machine Studies, 24(6), 519-543.
[18] Google. (2015). Building for the next moment. Retrieved from https://adwords.googleblog.com/2015/05/building-for-next-moment.html
[19] Google. (2015). Google - September Press Event 2015. Retrieved from https://www.youtube.com/watch?v=Jc-LEG0T_4c
[20] Goonetilleke, R. S., Martins Shih, H., Kai On, H., & Fritsch, J. (2001). Effects of training and representational characteristics in icon design. International Journal of Human-Computer Studies, 55(5), 741-760. doi:10.1006/ijhc.2001.0501
[21] Henderson, P. W., & Cote, J. A. (1998). Guidelines for selecting or modifying logos. The Journal of Marketing, 14-30.
[22] Hershenson, M., & Haber, R. N. (1965). Role of meaning in the perception of briefly exposed words. Canadian Journal of Psychology/Revue canadienne de psychologie, 19(1), 42.
[23] Hoffman, M. L. (1986). Affect, cognition, and motivation. Handbook of motivation and cognition: Foundations of social behavior, 1, 244-280.
[24] Horton, W. K. (1994). The icon book: Visual symbols for computer systems and documentation: John Wiley & Sons, Inc.
[25] IDC. (2015). Worldwide Smartphone Market Will See the First Single-Digit Growth Year on Record, According to IDC. Retrieved from http://www.idc.com/getdoc.jsp?containerId=prUS40664915
[26] Isen, A. M., & Daubman, K. A. (1984). The influence of affect on categorization. Journal of personality and social psychology, 47(6), 1206.
[27] Kaiser, H. F. (1974). An index of factorial simplicity. Psychometrika, 39(1), 31-36.
[28] Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. The Journal of Marketing, 1-22.
[29] Koen, F. (1969). Verbal and Nonverbal Mediators in Recognition Memory for Complex Visual Stimuli.
[30] Kropp, H., French, W. A., & Hilliard, J. E. (1990). Trademark management–Not brand management. Business, 4, 17-24.
[31] Lachman, R. (1973). Uncertainty effects on time to access the internal lexicon. Journal of Experimental Psychology, 99(2), 199.
[32] Masten, D. L. (1988). Logo's power depends on how well it communicates with target market. Marketing News, 22(2).
[33] Morrow, D. J. (1992). An image makeover. International Business, 5(3), 66-68.
[34] Nelson, K. E. (1971). Memory development in children: Evidence from nonverbal tasks. Psychonomic Science, 25(6), 346-348.
[35] Nunnally, J. (1978). Psychometric methods: New York: McGraw-Hill.
[36] Peirce, C. S., Hartshorne, C., & Weiss, P. (1932). Collected Papers of Charles Sanders Peirce. Vol. I, Principles of Philosophy.
[37] Perussia, F. (1988). Semiotic frame: A method for the experimental analysis of" images". Psychological Reports, 63(2), 524-526.
[38] Peter, J. (1989). Designing logos. Folio, 18(July), 139-141.
[39] Rieber, L. P. (1995). A historical review of visualization in human cognition. Educational technology research and development, 43(1), 45-56.
[40] Robertson, K. (1989). Strategically desirable brand name characteristics. Journal of Consumer Marketing, 6(4), 61-71.
[41] Rodewald, H. K., & Bosma, L. F. (1972). Information transmission in brief exposures as a function of association value. Perceptual and motor skills, 34(2), 420-422.
[42] Schmitt, B. H., Simonson, A., & Marcus, J. (1995). Managing corporate image and identity. Long Range Planning, 28(5), 82-92.
[43] Seifert, L. S. (1992). Pictures as a means of conveying information. The Journal of general psychology, 119(3), 279-287.
[44] Shepard, R. N. (1967). Recognition memory for words, sentences, and pictures. Journal of verbal Learning and verbal Behavior, 6(1), 156-163.
[45] Siegel, L. B. (1989). Planning for a long-life logo. Marketing Communications, 14(March), 44-49.
[46] Smith, E. E., & Egeth, H. (1966). Effects of association value on perceptual search. Journal of Experimental Psychology, 71(5), 687.
[47] Smith, L. D., & Wallace, B. (1982). The role of a cognitive factor in the prolongation of an induced visual afterimage. Bulletin of the Psychonomic Society, 19(3), 145-147.
[48] Statista. (2015). Number of apps available in leading app stores as of July 2015. Retrieved from http://www.statista.com/statistics/276623/number-of-apps-available-in-leading-app-stores/
[49] Statista. (2015). Number of smartphone users in China from 2013 to 2019. Retrieved from http://www.statista.com/statistics/467160/forecast-of-smartphone-users-in-china/
[50] Westbrook, R. A. (1987). Product/consumption-based affective responses and postpurchase processes. Journal of marketing research, 258-270.
[51] Yeung, M. (1988). Corporate fashion. Adweek’s Marketing Week, 29, 28-29.
[52] Zajonc, R. B. (1968). Attitudinal effects of mere exposure. Journal of personality and social psychology, 9(2p2), 1.
[53] Zakia, R. D., & Nadin, M. (1987). Semiotics, advertising and marketing. Journal of Consumer Marketing, 4(2), 5-12.
[54] 沈先漢 (2014)。App Icon 設計屬性與使用者認知對下載意願之影響探討。
[55] 胡嘉恬 (2014)。Icon 吸引力 － 以圖標屬性與情感、主觀熟悉
之影響探討
[56] 謝松燕 (2014)。Icon 辨識與其設計屬性之關聯性探討。
[57] 吳宗達 (2015)。Icon 設計屬性吸引力與情感，支配性認知，意義性認知之影響探討以匈牙利樣本為例。
[58] 唐儷嘉 (2015)。在匈牙利文化下，探討 Icon 之設計屬性，主觀熟悉及辨識對其吸引力之影響。中央大學資訊管理學系學位論文, 1-207.