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Author: 吳俊賢
Jyun-sian Wu
Thesis Title: 快樂科技的設計與行銷-以智慧型手機iPhone與Android為例
The Design of Happiness Technology - Using Smart Phone iPhone and Android as an Example
Advisor: 盧希鵬
Hsi-peng Lu
Committee: 魏小蘭
Hsiao-lan Wei
羅天一
Tain-yi Luor
Degree: 碩士
Master
Department: 管理學院 - 資訊管理系
Department of Information Management
Thesis Publication Year: 2011
Graduation Academic Year: 99
Language: 中文
Pages: 78
Keywords (in Chinese): 快樂科技快樂四感智慧型手機忠誠度
Keywords (in other languages): Happiness Technology, Four Senses of Happiness, Smart Phone, Loyalty
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現代科技的進步日新月異,企業為了創造營收,期望能不斷地研發與創新技術,藉此提升顧客之忠誠度,在學術研究上科技的忠誠度探討,也多半聚焦在技術的本身,如有用性與易用性。人們不斷的思考使用者要何種功能需求時,其實已經忽略了另一個重要的切入角度,就是「使用者在科技使用後的心理感受」,往往才是真正會直接影響到忠誠度的關鍵因素。
在以往探討心理層面影響科技使用的研究中,多半為透過娛樂性與快樂的角度探討使用之意圖,但卻忽略了如何透過快樂的設計進而影響使用者的忠誠度。因此,本研究基於學者盧希鵬的快樂四感理論,針對智慧型手機這項科技進行快樂的設計,冀望透過快樂科技的設計,能進而影響科技使用者的忠誠度。
本研究發現,快樂四感之理論能夠用以成為在智慧型手機科技的設計元素,且透過快樂科技的設計能顯著的影響使用者之忠誠度,而性別與手機平台的不同在快樂與忠誠度上也將造成程度上之不同。最後,在實務管理上本研究發現透過智慧型手機的應用程式數量與人性化的操作介面,能夠有效的提升顧客之忠誠度,而行銷策略上應針對不同的平台與性別選擇不同的重點強化方向。


The advance of technology leads to the change of enterprises nowadays. For the purpose of creating revenue, enterprises consistently develop their R&D and innovation to improve customers’ loyalty. Most academic research on the loyalty of technology is focused on the technology itself such as usefulness and ease of use. When people pay their attention to what functions the customer needs, some important factor, the psychological experience in use of technology, has been ignored. The factor mentioned above will directly affect the customer loyalty.
Past researches on exploring the psychological impact of using technology is more focused on the intention to use by playfulness and enjoyment, but the design of happiness is ignored and thus affects the user's loyalty. In this thesis, the theory of four senses of happiness proposed by Professor Hsipeng Lu was adopted in the design of smart phone to explore the extent that the happiness technology can affect customer’s loyalty in technology.
The experimental results showed that the theory of four senses of happiness can be used to as a design element in the design of smart phone technology, and the customer's loyalty can be significantly affected through the design of happiness technology. It also shows that the differences in gender and mobile phone platform can cause different extent of happiness and loyalty. Finally, in the management practice, the study found that the number of smart phone applications and user-friendly interface can effectively improve customer's loyalty. Regarding to marketing perspective, different platforms and genders would require different strategic directions.

摘要 I Abstract II 誌謝 III 目錄 IV 圖目錄 VII 表目錄 VIII 第一章、 緒論 1 1.1 研究背景與動機 1 1.2 研究目的與問題 3 第二章、 文獻探討與模型架構 4 2.1 快樂四感 5 2.1.1. 價值感 5 2.1.2. 富足感 6 2.1.3. 寧靜感 6 2.1.4. 安全感 7 2.2 快樂 9 2.3 忠誠度 10 2.4 快樂科技的設計 11 2.4.1. 價值感的設計:使用者的優越感 12 2.4.2. 富足感的設計:功能的豐富與多樣性 13 2.4.3. 寧靜感的設計:不令人焦慮的介面設計 13 2.4.4. 安全感的設計:不擔心損失隱私或財務 14 第三章、 研究方法 15 3.1 研究流程 15 3.2 研究樣本 16 3.3 問卷設計 17 3.4 問卷收集 19 3.5 資料分析方法 20 3.5.1. 描述性統計分析 20 3.5.2. 因素分析 20 3.5.3. 單因子變異數分析 20 3.5.4. 研究模型與假說檢定 21 3.5.5. 樣本分群之比較 22 第四章、 研究分析與結果 23 4.1 描述性統計 23 4.2 因素分析 27 4.2.1. 效度 29 4.2.2. 信度 35 4.3 單因子變異數分析 39 4.4 研究模型與假說檢定 46 4.5 樣本分群之比較 49 4.5.1. 平台分析 49 4.5.2. 性別分析 51 4.5.3. 交叉分析 53 第五章、 研究結論與未來發展 54 5.1 研究發現與結論 54 5.2 研究貢獻 57 5.2.1. 學術研究之意涵 57 5.2.2. 實務管理之意涵 58 5.3 研究限制 59 5.4 未來研究 61 附錄一 62 附錄二 64 附錄三 70 附錄四 71 參考文獻 72

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