近來隨著行動裝置的大量普及和行動運算技術的蓬勃發展，促使行動地圖服務的興起。為了讓使用者身處不同情境地點能快速且便利取得整合性生活資訊，越來越多業者積極投入區域性行動地圖服務。雖然一般使用者對現有行動地圖服務的評價褒貶不一，但先前研究指出強化地圖服務適應性應可提升使用者的知覺服務品質與服務滿意度。基此，以知名Google行動地圖為例，本研究旨在探討行動地圖服務適應性、知覺服務品質與服務滿意度的關聯性。

依據服務設計程序，本研究共區分為三大階段。第一階段為「探索與定義」階段，在執行特定地圖服務任務後，本研究透過跟述法瞭解使用者對行動地圖服務滿意和不滿意事件，總計獲得136項滿意事件和222項不滿意事件。隨後，本研究再將不滿意事件歸納出23項不滿意事件類別。第二階段為「構想發展」階段，在產生兩個完整構想提案後，本研究邀請3位設計專家以啟發式評估法進行提案的篩選，並從中挑選一個較佳方案做為新行動地圖服務方案。第三階段為「評估」階段，本研究在完成現有及新行動地圖服務方案模擬影片製作後，根據本研究收集到100份有效問卷，對現有及新行動地圖服務方案之適應性、知覺服務品質及服務滿意度進行資料分析。

本研究有兩項主要發現為：1）現有及新行動地圖服務方案在之適應性、知覺服務品質及服務滿意度各研究變項皆有顯著性差異；2）新行動地圖服務方案之「適應性」對「知覺服務品質」及「服務滿意度」有正向影響，且「知覺服務品質」對「服務滿意度」亦有顯著性影響。最後，本研究針對行動地圖服務自適應提出六個不同設計方針。

With the rise of popularization in mobile devices and technology development in ubiquitous computing, map-based mobile services (MBMS) are growing faster than ever before, in which it has provided ease and convenience to the user in reaching information. Hence, more and more service providers have shown their interests in building and applying regional map-based mobile services. Still, map-based mobile services received mixed reviews. According to the previous studies, strengthen the integration between adaptation technique and MBMS will advance service quality and increase users' satisfaction. In this study, we are going to explore more details in the correlation among adaptation technique, perceived service quality and service satisfaction through experimenting on Google map application.

Based on the service design process, this study is divided into three stages. The first stage is the “exploration and definition” stage. The study received 136 positive opinions and 222 negative opinions by applying shadowing method in tracking Google map application's user experience and extracted negative opinions into 23 key negative issues. The second stage is the “concept development” stage by constructing two complete concepts in MBMS design and selecting the most suitable one via the help from three professions who are specialized in interaction design. The third stage is the “evaluation” stage. We set up two videos to record the original service and the new design one. At the end, we collected 100 valid questionnaires to evaluate the relationship between adaptation, perceived service quality and service satisfaction.

In this study, there are two main findings: 1) There are significant differences of adaptation, perceived service quality and service satisfaction between original and new MBMS designs. 2) For new MBMS design, adaptation has a significant positive effect on both perceived service quality and service satisfaction, and perceived service quality also has significant effect on service satisfaction. In addition, the study proposes six design guidelines for the adaptive map-based mobile service.

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