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研究生:蕭學哲
研究生(外文):Hsueh-Che Hsiao
論文名稱:探討跨文化行動商務購物車之介面研究- 以臺灣與德國為例
論文名稱(外文):An Intercultural Study on the User Interface of Mobile Commerce Cart Between Taiwanese and German
指導教授:陳建雄陳建雄引用關係
指導教授(外文):Chien-Hsiung Chen
口試委員:柯志祥范振能
口試委員(外文):Chih-Hsiang KoJeng-Neng Fan
口試日期:2019-12-25
學位類別:碩士
校院名稱:國立臺灣科技大學
系所名稱:設計系
學門:設計學門
學類:產品設計學類
論文種類:學術論文
論文出版年:2019
畢業學年度:108
語文別:中文
論文頁數:92
中文關鍵詞:行動商務跨文化設計使用者介面購物車使用者經驗
外文關鍵詞:mCommerceIntercultural designUser InterfaceShopping cartUser experience
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隨著科技的快速發展、物流的進步,國與國之間的邊界逐漸模糊,行動商務逐 漸成為現代人購物的管道,如何在跨文化間維持良好的購物體驗,將會是一大挑 戰,本研究旨在探討兩文化對於不同行動商務操作流程的影響,盼能找到跨文化 的共同框架,創造更符合異文化的使用經驗。

本研究包含兩個實驗階段:(1)前導性實驗:初步探討兩款支援中、英文介 面的現有跨境行動商務:亞馬遜(Amazon)、京東(JoyBuy),了解功能與使 用性差異對兩文化(德國、臺灣)受測者觀感的影響;(2)驗證性實驗:根據 前導性實驗的研究結果,針對兩文化價值觀差異最多的「購物車」功能進行探討。 兩階段實驗分別在臺灣、德國進行測試,邀請兩文化受測者參與任務操作,並從 旁觀察、紀錄任務績效、填寫系統使用性尺度量表(SUS)、使用者互動滿意度問 卷(QUIS)與半結構式訪談。

驗證實驗以2(文化)X3(行動商務流程)雙因子組間進行實驗設計,「文 化」分為兩層級:(1)德國(2)臺灣,而「行動商務流程」則分為:(1)樣本 A(2)樣本B(3)樣本C。研究結果顯示:(1)加入購物車:功能置於主選 單(Tab Bar)內操作績效最高,對於德國受試者置於商品頁面中滿意度最高; (2)編輯購物車:直接讓使用者在購物車內進行編輯績效最佳,點擊後的彈窗, 使用者希望看到大圖呈現;(3)清空購物車:垃圾桶圖示能最直覺操作,避免 誤刪商品需有二次提醒,如無垃圾桶圖示,使用者會直覺用數量調整減號(−)按 鈕刪除商品;(4)查看訂單:包含多管道(漢堡按鈕、個人按鈕)的績效最佳, 德國使用者更偏好漢堡按鈕查找訂單,台灣受試者則更偏好個人按鈕。
Based on the fast-growing development of technology and logistics optimization, the boundary between countries is getting blurred. Mobile commerce has become one of the important shopping ways. How to retain a good shopping experience in the intercultural market would be a new challenge. The main goal of this study is to explore how Taiwanese and German cultures affect different shopping flow. I hope to find the same flame in the cross-culture market as well as create new user experiences to match in a different culture.

The study included two phases, conducting in Taiwan and Germany: (1) Pre-test: explore two popular mobile commerce applications (i.e., Amazon and Joybuy) which support Chinese and English versions, understanding the functions and the usability affect to two cultures. (2) Verification experiment: Optimize the shopping-cart function process based on the results from the pre-test. The participants were asked to operate the experimental tasks while observing and recording their task performance and Likert scale results to help the evaluation. Finally, conducting an interview to obtain feedback in order to better understand user needs.

The verification experiment is designed based on a 2 (Culture)by 3 (Shopping cart flow) two-factor design. The culture classifications are divided into two levels: (1) Germany, (2) Taiwan. The shopping cart flows are divided into three levels: (1) Flow1 (2) Flow2 (3) Flow3. The generated results indicate that: (1) Add to cart button set in Tab bar gets the highest task performance. For the German users, putting the button in the goods page get the highest satisfaction; (2) Let user edit goods in the cart directly get the greatest task performance. The users want to see bigger goods’ image of the after-click popup screen; (3) Tab trash bin icon to clean the cart is the most intuitive way and use alert dialog to prevent deleting items directly. If there is no trash can icon, the user would like to click the minus button to delete the item; (4) Use the multi ways (i.e., hamburger button and personal button) to access check order function to get the highest performance. German users like the hamburger button and Taiwanese users like the personal button.
摘 要 i
ABSTRACT ii
致 謝 iii
目錄 iv
圖目錄 vi
表目錄 viii
第 1 章、 緒論 10
1.1 研究背景與動機 10
1.2 研究目的 11
1.3 研究架構與流程 11
1.4 研究範圍與限制 13
第 2 章、 文獻探討 14
2.1 行動商務 14
2.1.1 行動商務發展現況 16
2.1.2 行動商務服務品質 17
2.1.3 小結 19
2.2 文化 19
2.2.1文化評估 21
2.2.2跨文化設計 22
2.2.3小結 24
2.3 使用者介面設計 24
2.3.1行動商務介面設計 24
2.3.2人機互動設計 26
2.3.3心智模式 26
2.3.4小結 27
第 3 章、 研究方法與實驗步驟 29
3.1 研究方法 29
3.2 實驗步驟 30
第 4 章、 前導性實驗 32
4.1 實驗受試者 32
4.2 前導性實驗設備 34
4.3 實驗樣本 34
4.3.1 亞馬遜公司(Amazon.com Inc.) 34
4.3.2 京東商城(JD.com) 36
4.4 前導性實驗設計 37
4.4.1 前導性實驗流程與步驟 38
4.5 前導性實驗結果 38
第 5 章、 驗證實驗 44
5.1 驗證實驗方法 44
5.2 驗證實驗研究變項 44
5.2.1 驗證實驗原型製作 49
5.3 驗證實驗設計 50
5.3.1 驗證實驗實驗流程與步驟 51
5.3.2 驗證實驗對象 52
5.4 驗證實驗結果 53
5.4.1 任務績效分析 53
5.4.2 系統使用性尺度量表(SUS)分析 61
5.4.3 使用者互動滿意度問卷(QUIS)分析 64
第 6 章、 結論與建議 72
6.1 研究結果 72
6.2 結論與建議 75
6.3 後續研究建議 76
參考文獻 78
英文文獻 78
中文文獻 83
附錄一:前導性實驗問卷 84
附錄二:驗證性實驗問卷 85
附錄三:工作活動筆記KJ法歸納 87
英文文獻
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中文文獻
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2. 安侯建業(2016)。亞太電商概覽。取自:https://assets.kpmg/content/dam/kpmg/tw/pdf/2017/01/2016-aspac-e-commerce-guideline_final.pdf
3. 李青蓉、魏丕信、施郁芬、邱昭彰(1998)。人機介面設計。新北市:國立空中大學。
4. 范雅筑(2012)。行動服務品質量表建構。國立政治大學資訊管理系未出版碩士論文。
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