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研究生： 陳韻平
Chen, Yun Ping
論文名稱： 應用視覺化之框架效應於創新服務之行為意向改變
Communication Visualization and Framing for Behavior Intention Change of New Service
指導教授： 苑守慈
Yuan, Soe Tysr
學位類別： 碩士
Master
系所名稱： 商學院 - 資訊管理學系
Department of Management Information System
論文出版年： 2014
畢業學年度： 103
語文別： 英文
論文頁數： 130
中文關鍵詞： 行為改變 、框架效應 、社會學習理論 、服務推廣 、視覺化
外文關鍵詞： Behavior Change, Frame Effect, Social Learning Theory, Service Promotion, Visualization
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    • 處於服務大量興起的時代，創新服務成為企業關注的熱門議題且如雨後春筍般發展。然而，一個新服務的成功並不在於它的獨特性，而是取決於它的使用率與普及化。當中，觀察到有趣的現象，人們對於新服務的使用行為取決於自身的認知與社會影響力相互作用而產生；社會影響力在個人行為表現上扮演關鍵的因素，引導個人了解認知差距並提供建議改善認知以促進個人產生使用意圖。在本研究中，整合行為改變模型(TTM)、傳播理論、框架效應而發展出一套理論架構，並應用視覺化方式呈現資訊提供個人快速理解重點，重塑個人對於新服務的認知，且引起他們願意使用新服務的想法。基於認知重塑的目標，本研究貢獻為設計一套能輔助個人進行行為意向改變與加速新服務使用率的系統。

    In the service growing era, service innovation becomes a popular topic on the businesses who want to develop innovative services for people. However, the success factor is not on how special a service is; but rather, depends on how much utility and popularity of the service. This study has observed the interesting phenomenon that people's behavior performance depends on their cognition and the social influence playing an important role on affecting the intention. In order to resolve this condition, this study connects the transtheoretical model (TTM) of behavior change, communication theories, and frame effect model to develop a framework and apply visualization to provide people with the integral information that can reframe their cognition to enhance their intention to accept the new service. Based on the cognition reframing, this study develops an artifact the can assist people to exercise the cognition adjustment that can reinforce the behavior intention change and facilitate the usage of new service.

    CHAPTER 1 INTRODUCTION
    1.1 Background and Motivation 1
    1.2 Research Question 4
    1.3 Research Method 9
    1.4 Purpose and Contribution 10
    1.5 Content Organization 11
    CHAPTER 2 LITERATURE REVIEW
    2.1 Behavior Change 14
    2.2 Communication Theory 16
    2.2.1 Social Learning Theory 16
    2.2.2 Reception Analysis Theory 18
    2.2.3 Cultivation Theory 18
    2.3 Graph Visualization 19
    2.3.1 Correspondence Analysis 20
    2.4 Frame Effect 21
    CHAPTER 3 BMIND PROJECT
    3.1 Conceptual Framework of BMIND 25
    3.1.1 Preference Analysis 26
    3.1.2 Appropriate Expectation Positioning 27
    3.1.3 Visualization-based Behavior Intention Reframing 28
    3.2 System Architecture of BMIND 29
    3.2.1 Mental State Model Building Module 31
    3.2.2 Appropriate Mental State Recommendation Module 31
    3.2.3 Behavior Intention Reframing Module 32
    3.3 An Application Scenario – i-Part 34
    CHAPTER4 METHODOLOGY
    4.1 Conceptual Model 36
    4.1.1 Individual to Social Influence 46
    4.1.2 Interact and Reframe 47
    4.2 System Architecture 48
    4.2.1 Data Processing Module 49
    4.2.2 Graph Making Module 52
    4.2.3 Behavior Intention Reframing Module 62
    4.2.4 Evaluate Behavior Intention Change Level 64
    CHAPTER 5 APPLICATION SCENARIO
    5.1 An Application Scenario – LazyTrip 65
    5.2 Service Blueprint 75
    CHAPTER 6 EVALUATION
    6.1 Purpose 78
    6.2 Hypothesis 79
    6.3 Assumption 80
    6.4 Data Collection 81
    6.5 Experiment Design 82
    6.6 Experiment Result 91
    6.6.1 Result for Hypothesis 1 91
    6.6.2 Result for Hypothesis 2 95
    6.6.3 Result for Hypothesis 3 99
    6.7 Discussion 106
    6.8 BMIND Project’s Discussion 112
    CHAPTER 7 CONCLUSION
    7.1 Contributions 115
    7.2 Limitations 117
    7.3 Future Works 118
    REFERENCE 120
    Appendix A. Basic Profile of Experimental Subjects 126
    Appendix B. Experimental Questionnaire 127
    Appendix C. The Original URICA Questionnaire 128
    Appendix D. The Used URICA Questionnaire 130

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