外賣平台商家篩選及圖片資訊呈現方式之設計研究｜國立臺灣科技大學博碩士論文系統

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研究生：	裴璐 PEI,LU
論文名稱：	外賣平台商家篩選及圖片資訊呈現方式之設計研究 Design Study of Merchant Selecting and Image Information Presentation of Takeaway Platform
指導教授：	陳建雄 Chien-Hsiung Chen
口試委員:	張文智 Wen-Chih Chang 衛萬里 Wan-Li Wei
學位類別：	碩士 Master
系所名稱：	設計學院 - 設計系 Department of Design
論文出版年：	2018
畢業學年度：	106
語文別：	中文
論文頁數：	139
中文關鍵詞：	外賣APP 、O2O 、介面設計、使用性測試、介面資訊呈現、篩選方式
外文關鍵詞：	Takeaway APP, O2O, Interface design, Usability test, Interface information presentation, Screening method
相關次數：	點閱：307 下載：6
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移動互聯網終端的普及和應用，興起了O2O模式的外賣APP。以使用者需求為導向，整合外賣商家資源提供給使用者使用線上外賣服務。外賣APP在2015年才進入台灣，起步較晚，目前外送平台市場的市佔率佔整個餐飲業約5%，但是其使用人數不斷上升，有很大的發展空間。如何提供給使用者清楚的菜單及透明的評價系統，幫助其選擇想要的餐點？本研究的目的在於探討外賣APP之介面易用性，了解現有的外賣APP的功能、介面呈現方式和使用層級，分析使用者在操作其介面之偏好與感受，歸納整理後提出可行性的設計與後續可發展之建議。
本研究包含兩階段實驗：
1. 前導性實驗：本實驗採單因子組間之方式進行，透過實驗測試與文獻相結合，分析目前現有外賣APP之點餐介面之功能，並通過半結構訪談瞭解使用者需求。本研究將針對“餓了嗎”、“美團”及“UberEATS”三款外賣APP進行比較，實驗採用單因子組間之方式進行。本研究的研究結果如下：（1）三款外賣APP介面任務績效在篩選器功能（任務三）、購物車編輯（任務四）、結帳功能（任務五）之分析中有顯著性差異；（2）三款使用介面在SUS系統使用性量表之分析中並無明顯差異，且都低於平均分68，受測者對於三個樣本的使用性感受並不佳。
2. 驗證實驗：依據前導性實驗結果，設計模擬6款不同的實驗樣本，探討不同點餐選單介面對使用者操作上的主觀感受。驗證實驗採2 (資訊呈現方式) X 3 (篩選方式)雙因子實驗方式進行，「資訊呈現方式」採取兩層級：（1）大圖，資訊少：商家logo以大圖式樣展示，同時配有少部分資訊呈現在下方；（2）小圖，資訊多：商家logo以小圖式樣展示，同時配有完整資訊。而「篩選方式」分為三層級：（1）清單篩選器：可見所有分類裡的篩選大項及每個大項裡細項選擇的內容；（2）列表式篩選器：點擊每一個大項，即可轉入其細項介面進行細項的選擇；（3）手風琴篩選器：使用者點擊後可展開或折疊大項裡的細項選擇。研究結果顯示：（1）「列表式篩選器」在篩選主次項目商家介面時，可以保持介面切換的流暢度，並且不用使用者反覆記憶剛操作了什麼內容，即時在介面呈現篩選的細項；（2）在商家資訊呈現介面「小圖，資訊多」優與「大圖，資訊少」，減少使用者操作步驟，給予使用者需要的完整資訊比圖片呈現更為重要；（3）在點餐介面及購物車介面，應當採用「清單式篩選器」，原因是在同一介面層級，使用者在查閱餐點內容時，可以讓使用者一目了然，操作介面更加直覺。（4）6款模擬介面在SUS系統使用性量表之分析中並無顯著性差異，其中清單篩選器高於平均分68分，其餘兩款篩選器分數都在“OK”與“GOOD”之間，受測者對於6款樣本的易用性感受度良好；（5）在QUIS量表中，6款模擬樣本分數都高於平均分4分，受測者對於所測試的介面在整體反應、學習性、介面呈現、介面資訊都有較好的感受

The take out APP of the O2O model is prosperous with the popularity and application of mobile Internet terminals. Guided by the users's needs and integrated by the resources of take-out merchant to provide online take out services for the users. The take out APP started late and do not enter into Taiwan until 2015. At present, the market share of taking out platform accounts for about 5% of the entire catering industry, and the users are increasing all the time. But there is still large space for development. It is important to provide clear menu and a transparent evaluation system to users to help them choose the desired meal. The purpose of this study is to explore the interface usability of the take out APP, understand the function, interface presentation and usage levels to hrlp analyze the preferences and feelings of the users when operating the APP, and to propose a feasible design and provide follow-up development recommendations after the induction.
This study consists of a two-stage experiment:
1. Leading experiment: This experiment adopts the method of single factor design, combines with the literature through experimental test, analyzes the function of the existing take out APP, and understands the user's needs through semi-structured interview. This study compares three take out APPs of “Hungry?”, “Mei Tuan” and “UberEATS”. The experiment is conducted by means of single factor design. The results of this study are as follows: (1) The performance of the three take-out tasks show significantly differences in the analysis of the filter function (task 3), shopping cart editing (task 4), and checkout function (task 5); (2) There are no significant differences in the analysis of the system usability scale (SUS) among the three APPs, and all are lower than the required score of 68. The using feeling taste for the three samples are not good for the user's tasks.
2. Verification experiment: The design and simulation of six different experimental samples according to the results of the leading experiment to explore the influences of subjective feelings. The verification experiment is put forward by a two-factor experimental design of 2 (information presentation mode) by 3 (screening method). The "information presentation mode" has two levels: (1) Large picture with less information: the merchant logo is displayed in a large picture with a small amount of information presented below; (2) Small picture with more information: the merchant logo is displayed in small picture style with complete information. The "screening method" has three levels: (1) List filter: all senior items and details in each senior item are visible; (2) Table filter: click each senior item and then you can enter to its detailed interface to select the item; (3) Accordion filter: the user can click and expand or collapse the item selection in the senior item. The research results show that: (1) "Table filter" can maintain the smoothness of interface switching when filtering the main and secondary project merchant interface, and does not need to repeatedly remember what content has just been operated by the user, and presents the filtered details in the interface in real time. (2) In the merchant information presentation interface, "small picture with more information" is better than "big picture with less information", which can reduce the user's task steps, giving the user the complete information needed is more important than the picture presentation; (3) In the order interface and the shopping cart interface, the “list filter” should be used. The reason is that at the same interface level, the user can make a glance when viewing the meal content, and the operation interface is more intuitive. (4) There is no significant difference in the analysis of the system usability scale (SUS) for the 6 simulation interfaces. The list filter is higher than the average score of 68. The scores of other two filter are between “OK” and “GOOD”. The feelings of ease-of-use was good for the six samples; (5) In the QUIS, the scores of the six simulated samples are all higher than the medium score of 4, and the users have a good feeling of overall responded, learning nature, interface presentation, and interface information of the user interface.

摘要................................................................................................................iv
目錄................................................................................................................x
表目錄............................................................................................................xiii
圖目錄.............................................................................................................xv
第一章 緒論.....................................................................................................1
1 研究背景與動機..........................................................................................1
2 研究目的....................................................................................................2
3 研究架構與流程..........................................................................................3
4 研究範圍與限制 .........................................................................................6
第二章 文獻探討...............................................................................................8
1 O2O外賣模式..............................................................................................8
1.1 O2O模式..................................................................................................8
1.2外賣O2O模式............................................................................................10
1.3外賣O2O配送模式.....................................................................................12
1.4 外賣O2O支付方式....................................................................................13
2 互動設計.....................................................................................................13
2.1 心智模式...................................................................................................14
2.2 認知過程...................................................................................................15
2.3 人機互動...................................................................................................15
2.4 使用者介面設計.........................................................................................16
2.5 外賣APP-人因工程模式..............................................................................16
3 使用者導向設計.............................................................................................17
3.1使用者導向設計原則 ....................................................................................17
3.2使用者經驗 .................................................................................................18
3.3 使用者經驗目標..........................................................................................19
4 使用性...........................................................................................................20
4.1使用性工程原則............................................................................................20
4.2使用性的設計原則 .......................................................................................21
4.3使用性原則 .................................................................................................22
4.4使用性目標 .................................................................................................23
第三章 研究方法和實驗設計.................................................................................25
1 受測者 ...........................................................................................................25
2 實驗方法 .......................................................................................................25
3 實驗步驟 .......................................................................................................25
4 實驗流程及建構..............................................................................................27
第四章 前導性實驗................................................................................................29
1 前導性實驗架構 ..............................................................................................29
2 前導性實驗樣本 .............................................................................................29
3 前導性試驗設計 .............................................................................................32
3.1實驗設備.......................................................................................................32
3.2前導性實驗問卷設計.....................................................................................32
3.3前導性實驗流程............................................................................................33
3.4實驗對象......................................................................................................34
3.5實驗方法......................................................................................................35
4 前導性實驗結果與分析...................................................................................35
4.1外賣APP使用概況調查結果 ..........................................................................36
4.2任務實驗操作結果與分析 .............................................................................38
4.3 SUS系統使用性結果分析與討論 ..................................................................49
5受測者主觀感受訪談........................................................................................49
6前導性實驗結論與建議.....................................................................................53
第五章 驗證實驗...................................................................................................56
1 驗證實驗方法 .................................................................................................56
2 驗證實驗說明 .................................................................................................56
2.1驗證實驗研究變項..........................................................................................56
2.2驗證實驗原型製作..........................................................................................59
2.3驗證實驗設計.................................................................................................61
2.4驗證實驗對象.................................................................................................64
3 驗證實驗結果分析 ...........................................................................................68
3.1驗證實驗任務操作績效分析.............................................................................69
3.1.1任務一操作績效分析.....................................................................................69
3.1.2任務二操作績效分析.....................................................................................73
3.1.3任務三操作績效分析.....................................................................................76
3.1.4任務四操作績效分析.....................................................................................80
3.1.5任務五操作績效分析.....................................................................................84
3.1.6任務六操作績效分析.....................................................................................88
3.2系統使用性尺度量SUS分析表..........................................................................92
3.3 QUIS使用者介面滿意度量表...........................................................................94
3.3.1使用者互動滿意度量表「整體反應」之分析...................................................94
3.3.2使用者互動滿意度量表「學習」之分析.........................................................96
3.3.3使用者互動滿意度量表「介面呈現」之分析..................................................97
3.3.4使用者互動滿意度量表「介面資訊」之分析..................................................99
第六章 結論與建議..................................................................................................101
1 研究結果 ...........................................................................................................101
1.1模擬介面之實驗結果重點整理...........................................................................102
2 結論建議與後續發展 .........................................................................................105
2.1結論與設計建議................................................................................................105
2.2後續研究發展建議............................................................................................106
參考文獻..................................................................................................................109
附錄一、前導性試驗問卷..........................................................................................114
附錄二、驗證實驗問卷..............................................................................................118
                                

中文文獻
1. 卓耀宗（譯）（2007）。設計&日常生活：如何選擇安全好用的日常生活用品（原作者：Norman, D. A.）。臺北市：遠流（原版出版年：1998）。
2. 柳永青（2012）。友善的人機介面，科學發展，472，6-13。
3. 馬韻涵、李品嶢（2016）。OTO 外賣的配送問題分析與對策研究。合作經濟與科技，（22），96-98。
4. 徐佩、周美玉（2015）。基於服務接觸理念的外賣O2O服務設計探討。設計，（1），136-137。
5. 陳宜秀（譯）（2006）。設計心理學（原作者：Norman,D.A.）。臺北市：遠流。
6. 陳建雄（2017）。Introduction to Human Memory,陳建雄人因工程上課講義。
7. 陳建雄（譯）（2006）。互動設計（原作者：Helen Sharp , Yvonne Rogers, Jenny Preece）。台北：全華科技出版。
8. 陳建雄（譯）（2006）。互動設計: 跨越人-電腦互動 (Interaction Design: Beyond Human-Computer Interaction)（原作者：Preece, J., Y. Rogers, and H. Sharp. ）。台北市: 全華圖書" （原作出版年： 2002 年出版）。
9. 黃朝秋（譯）（2013 / 2014）。使用者導向設計（原作者：Lowdermilk, T.）。臺北：碁峰資訊。
10. 廖星（2016）。中國外賣O2O行業發展初探。萬方數據，31-33。
11. 劉平英、趙文秀、葛玲玲、喬志強、徐軍（2016）。點餐APP現狀分析及新型點餐APP設計。信息技術，40（4），41-44。
英文文獻
1. Craik, K. W. (1943). The nature of explanation. Cambridge UK: Cambridge University Press.
2. Garrett, J. J. (2010). Elements of user experience, the: user-centered design for the web and beyond. Pearson Education.
3. Garzonis, S., Jones, S., Jay, T., & O'Neill, E. (2009, April). Auditory icon and earcon mobile service notifications: intuitiveness, learnability, memorability and preference. In Proceedings of the SIGCHI Conference on Human Factors in Computing Systems (pp. 1513-1522). ACM.
4. Goodwin, N. (1987). Functionality and usability. Communication of the ACM, 30(3), 229-233.
5. Laird, L., & Newell, A. (1983). A universal weak method. Pittsburgh, PA: Carnegie Mellon University,Dept. of Computer Science.
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7. Nielsen, J. (1993). Usability Engineering. Boston, MA: Academic Press.
8. Norman, D. A. (1988). The psychology of everyday things. New York, NY.Rosenberg, M. J., Hovland, C. I., McGuire, W. J., Abelson, R. P., & Brehm, J. W. (1960). Attitudes organization and change.
9. Paluch, K. (2006). What Is User Experience Design, Montparnas.
10. Preece, J. Rogers, & Sharp, Y. H. (2002): Interaction Design: Beyond human computer interaction.
11. Roto, V. (2007, April). User experience from product creation perspective. In Towards a UX Manifesto workshop (pp. 31-34).
12. Waugh, N. C., & Norman, D. A. (1965). Primary memory. Psychological review, 72(2), 89-104.

網路文獻
1. Inside，（2015年10月02日）。O2O 外送正夯，一張圖解析世界線上外送版圖。線上檢索日期：2017年05月26日，網址：https://www.inside.com.tw/2015/10/02/restaurant-delivery-o2o-in-one-pic1. Inside
2. MOBILE01（2017年11月5日）。 UberEATS送餐今天上線使用前必須知道這些事。線上檢索日期：2017年11月5日，網址：https://www.mobile01.com/newsdetail/19986/what-you-should-know-about-ubereats-uber-taipei
3. 王雅柔（2016年11月25日）。Uber搶攻外送，加速台灣餐飲業質變。線上檢索日期：2017年05月26日，網址：http://www.ettoday.net/news/20161125/818150.htm
4. 百度百科（2017年05月26日）。O2O。線上檢索日期：2017年05月26日，網址：http://baike.baidu.com/item/O2O/8564117?fr=aladdin
5. 百度百科（2017年11月5日）。美團。線上檢索日期：2017年11月5日，網址：https://baike.baidu.com/item/%E7%BE%8E%E5%9B%A2%E7%BD%91/9448278?fr=aladdin&fromid=5443665&fromtitle=%E7%BE%8E%E5%9B%A2
6. 百度百科（2017年11月5日）。餓了嗎。線上檢索日期：：2017年11月5日，網址：https://baike.baidu.com/item/%E9%A5%BF%E4%BA%86%E4%B9%88/2223804?fr=aladdin
7. 維基百科（2017年11月5日）。UberEATS。線上檢索日期：：2017年11月5日，網址：https://zh.wikipedia.org/wiki/UberEATS

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