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URN etd-0907109-190105 Statistics This thesis had been viewed 2439 times. Download 3153 times. Author Chieh-Yu Chan Author's Email Address firstname.lastname@example.org Department Industrial Design Year 2008 Semester 2 Degree Master Type of Document Master's Thesis Language zh-TW.Big5 Chinese Page Count 112 Title A Study on the User Interface of Video-on-Demand Services for TV Commerce Products on Digital TVs Keyword Progress bar Labeled Button for Movie Control Interactive Television VOD TV Commerce TV Commerce VOD Interactive Television Labeled Button for Movie Control Progress bar Abstract The emergence of Digital Interactive TV in recent years has led to significant changes to the ecology of the TV industry, as well as the TV viewing habits of traditional TV users. Rather than receiving TV programs unilaterally, domestic TV audiences are now given more opportunities, through the MOD digital platforms, to get involved in TV-commerce.
The preliminary approach of the study was to understand the extent of awareness and requirements of the general public on TV-commerce by watching the USA-based HSN interactive shopping channels. Information was collected through open-ended questionnaire survey Through experience sharing among the users of the interactive HSN TV shopping interface, it was understood that most consumers preferred internet shopping to TV shopping, mainly because the lower level of autonomy offered by traditional TV shopping, which had not satisfied the demand of the consumers. In terms of shopping behaviors, consumers preferred going through the process of “search” and “comparison” before they do shopping. In the survey process, it was also discovered that, as the introductory films broadcasted by TV shopping channels were usually lengthy and repetitive. While feeling bored, many consumers would switch to other channels. The opportunity for sales was therefore lost.
Based on the preliminary research results, expert groups had proposed strategies to satisfy market demands. Based on their needs, consumers were provided with options of TV-shopping films. The experiment for this research, therefore, was designed from the view point of “Video on Demand (VOD), incorporating factors such as “product list” and “Mapping of Labels and the Progress Bar”. Under the “Product List” were two options for “Product List at the Left Side” or “Product List Underneath”; and, under the “Mapping of Labels and the Progress Bar” were options for “Sectioned Mapping of the Labels and the Progress Bar” and “Non-Sectioned Mapping of the Labels and the Progress Bar”. In other words, the experiment was designed to incorporate a 2x2 combination of the interactive TV shopping interface. The behaviors for “Search for a Single Product Feature”, “Comparison of Preferential Prices” and “Comparison of Product Specification” were defined as the design tasks, while the actual operating time for the tasks and the System Usability Scale (SUS) were selected as the criteria for evaluating the performance of the interface.
From the results of the experiment, it was understood that consumers had a higher level of satisfaction when the TV shopping channels provided a “Product List” for the “VOD” product films, as well as a “Controlling Label for the Film” based on the contents of the film. Consumers held the view that, being able to control the progress of the film they were watching, they could proceed with the “search” and “comparison” in a more speedy and convenient way. Particularly, consumers had a higher satisfaction level, based on their subjective perceptions, when they were provided with a “Product List Underneath” and a “Non-Sectioned Mapping of the Labels and the Progress Bar” in the process of their “Search for a Single Product Feature” and “Comparison of Product Specification”.
Advisor Committee Li-Chieh Chen - advisor
Files Date of Defense 2009-07-14 Date of Submission 2009-09-07