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103 行動服飾電子型錄應用程式之呈現方式研究

出版年度:103

 

論文名稱:行動服飾電子型錄應用程式之呈現方式研究

 

研究生:游依亭   指導教授:徐豐明

 


論文簡介:

  電 子 型 錄為企業行銷中的重要工具, 在現今智慧型行動裝置已是 人們不可或缺的設備的時代裡, 如何出版消費者所滿意且願意採用的 電子型錄應用程式, 已是企業的重要課題之一。本研究將實作兩款電 子型錄應用程式於智慧型行動裝置上, 一款的型錄內容由紙本型錄直 接轉成電子圖檔而製作的電子型錄應用程式。另一款為運用超媒體技 術與智慧型行動裝置觸控手勢的電子型錄應用程式。根據二款電子型 錄應用程式的實作與使用者測試後的分析, 本研究整理出結論, 不論 是哪款電子型錄對於消費者在購買決策與產品的收集, 都是有用的, 但若想再提升消費者的持續採用電子型錄滿意度時, 可以考慮出版有 較高滿意度的超媒體式電子型錄應用程式。而靜態式電子型錄應用程 式在科技接受模式中, 僅有「使用態度對於此電子型錄之採用意願, 具有正面影響」假設是成立的。 E-Catalog plays an important role in marketing for enterprise and modern day smart phone is becoming an indispensable item for most people. How to accomplish the goals of generating E-Catalog that provides high satisfaction to consumers is an important topic for enterprise. The study starts with two case studies targeting E-Catalog user experience over smart phone. The first case studies user experiences of using smart phone application. In browsing an E-Catalog, which was converted straight from a conventional printed catalog publication. The other case studies user experience of, using smart phone application in browsing E-Catalog that was created using interactive multimedia technology, including multi-touch and gesture control. According to the different user experience generated from two cases, we were able to understand the circumstances that influence consumer willingness and consumer satisfaction in accepting E-Catalog mobile App. As a final conclusion generated from the result of the study, both Hypermedia and Static E-Catalog App are considered useful to consumer, for product purchase decision making as well as for product information gathering purposes. But, as a matter of overall marketing strategy for enterprise, a significant increase of consumer satisfaction can be achieved by developing Hypermedia E-Catalog App rather than Static one. For Static E-Catalog App, the hypotheses using Technology Acceptance Model, only one hypothesis: ATU results to a positive correlation to adoption willingness, is established.

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