使用者對共創故事網站服務功能需求之研究

Abstract

本研究企圖了解不同使用者對共創說故事網站服務功能的需求，以期讓說故事工具能達到長期且廣泛的運用。透過內容分析法，共創說故事網站服務功能得以被了解；在使用者方面，則以網路調查法探討其對服務功能的需求，總計回收255份有效問卷。並進一步分析比較共創說故事網站所提供服務功能與使用者需求間的差異。本研究之重要發現如下： 一、共創說故事網站資訊類服務內容以「顧客協助」提供比例最高，「商業資訊」提供比例最低；其互動類服務內容以「雙向溝通」提供比例最高，「交易」提供比例最低 二、使用者對共創說故事網站資訊類服務內容需求程度以「非商業資訊」較高，「商業資訊」較低；對互動類服務內容需求程度以「自主控制」較高，「雙向溝通」較低。 三、使用者對共創說故事網站「商業資訊」服務功能需求程度會因「性別」之不同而有顯著差異。 四、使用者對共創說故事網站「交易」服務功能需求程度會因「使用資歷」之不同而有顯著差異。 五、使用者對共創說故事網站「交易」和「自主控制」服務功能需求程度會因「使用頻率」之不同而有顯著差異。 六、共創說故事網站提供之「非商業資訊」服務功能與使用者需求落差最大 七、共創說故事網站提供之「雙向溝通」和「自主控制」服務功能與使用者需求落差最大 根據上述研究結論，針對共創說故事網站經營者與後續研究者提出相關建議。

For the purpose of extended and massive adoption of the storytelling tools, the study attempted to understand different users’ need for the service functions of collaborative storytelling websites. By content analysis, service functions of the 6 collaborative storytelling websites were investigated, while by online survey, users’ needs for the service functions were explored. After collecting 255 valid questionnaires, the analysis was conducted and further compared the difference between service functions provided by collaborative storytelling websites and what users need. The research results are as follows: 1. In informational category, service functions in “customer support” dimension were adopted most and those in “commercial information” dimension were least adopted; while in interactive category, service functions in “two-way communication” dimension were adopted most and those in “transaction” dimension were least adopted. 2. In informational category, users needed service functions in “non-commercial information” most and those in “commercial information” service functions least; while in interactive category, users needed service functions in“active control” most and those in “two-way communication” least. 3. There was significant difference between “gender” and user’s need of “commercial information” service function 4. There was significant difference between “user experience” and user’s need of “transaction” service function 5. There were significant differences between “usage frequency” and user’s need of “transaction” and “active control” service function 6. The gap between “non-commercial information” service functions provided by collaborative storytelling websites and what user’s need was big 7. The gaps between “two-way communication” and “active control” service functions provided by collaborative storytelling websites and what user’s need was big According to the results of the study, practical suggestions were proposed for the operators of collaborative storytelling websites and future researchers.