| 研究生: |
李逸茹 Lee, Yi-Ju |
|---|---|
| 論文名稱: |
探討個人代購業者需求以設計行動電子商務平台 Exploring the Needs of Surrogate Shoppers for the Design of a Mobile E-Commerce Platform |
| 指導教授: |
洪郁修
Hung, Yu-Hsiu |
| 學位類別: |
碩士 Master |
| 系所名稱: |
規劃與設計學院 - 工業設計學系碩士在職專班 Department of Industrial Design (on-the-job training program) |
| 論文出版年: | 2021 |
| 畢業學年度: | 109 |
| 語文別: | 中文 |
| 論文頁數: | 121 |
| 中文關鍵詞: | 電商平台 、代購業者 、半結構式訪談 、參與式設計 、使用性評估 |
| 外文關鍵詞: | e-commerce platform, surrogate shopper, semi-structured interview, participatory design, usability evaluation |
| 相關次數: | 點閱:177 下載:18 |
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代購業者協助託買者解決跨區域性的語言以及寄送等限制。除了在傳統店面購買商品,代購業者也在電商平台上搜尋、購買,銷售商品。本研究以代購業者觀點,探討在使用現有電商平台進行代購時,是否有其特殊需求?有無操作困難點?將代購業者所遇到的問題,試著通過本研究得到解決。
本研究首先進行代購業者最常使用的代表性電商平台挑選。再進行對五位專業代購業者的專家半結構式訪談,探討代購業者對現有電商平台提供的服務的使用經驗。接下來經由專業代購業者、視覺設計師以及軟體工程師進行參與式設計,以求得解決方式。最後,將經由參與式設計所提出的介面設計,邀請32位具有代購經驗的代購者擔任評估受測者,進行使用性評估以證實是否有滿足使用者需求。
經由上述研究過程,最後經由使用性評估操作四種不同任務,所得到的結果顯示,受測者在介面呈現以及新增功能部分,均給予正面的回饋。本研究提出的新介面,在(1)搜尋部分,新增的條列式瀏覽能更快速的搜尋到所需商品。(2)比價部分,增加比價功能,讓使用者能夠將符合需求的產品進行比價,並可將比價過後的產品訊息做儲存。(3)上架部分,能夠依需求進行上架設定,不但節省上架時間也符合代購業者不同需求。(4訂金預設部分,新增訂金預設功能,且能夠依需求進行依代購金額百分比或依照代購件數做設定,代購業者能更有保障的進行代購。
本研究最後除了提出對現有電商平台的功能與介面呈現相關設計建議之外,並提出代表性網站的挑選方式,提供在此方面相關研究之貢獻。
The role of surrogate shoppers is to assist a buyer resolving any cross-regional language barrier and delivery restrictions during the purchase process. In addition to purchasing goods from traditional stores, surrogate shoppers are also searching, buying and selling goods on e-commerce platforms. From the perspective of surrogate shoppers, this study explores whether there are any special demands during the purchase process, and whether there is any difficulty using the e-commerce platforms. The goal of this research is to resolve those problems encountered by surrogate shoppers.
This study begins by first selecting the representative e-commerce platforms most commonly used by the surrogate shoppers. Then semi-structured interviews are conducted with five professional surrogate shoppers, who discuss their poor experience as surrogate shoppers using the services provided by the existing e-commerce platforms. Next, professional surrogate shoppers, visual designers and software engineers are asked to participate in designing an ideal solution for the e-commerce platforms. Finally, 32 users with e-commerce purchasing experience are invited to evaluate a prototyped user interface design, and the resultant evaluation will be used to verify whether the needs of a user are met.
Through the above research process, the results show that the users in general gave positive feedback on the prototyped interface with the newly added functions. The study finds that the surrogate shoppers have a higher demand for new functions in search capability, price comparison, product availability information, and deposit settings. (1) In regard to search capability, the search results should be displayed in the listing format for quick browsing. (2) In regard to price comparison, users should be enabled to price-compare the products that meet their requirements, and subsequently display the store product information. (3) In regard to product availability, such information should be updated according to the demand. (4) In regard to deposit setting, the new function should allow users to set the deposit amount based on the percentage of the purchase amount or the number of purchases accordingly.
At the concluding remarks, in addition to presenting relevant design suggestions for the functions and the user interfaces of an e-commerce platform, this study also provides the recommended methods to select the existing e-commerce platforms for surrogate shoppers.
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