The Design Factors of Emotional Levels in Cellphone User Experiences－Visceral Level, Behavioral Level, and Reflective Level

• Main Authors: Hsin-Yi Lin, 林欣怡
• Other Authors: Jim Jiunde Lee
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/05377651832455644350

碩士 === 國立交通大學 === 傳播研究所 === 96 === With the popularity rate of cellphone held by each person in Taiwan exceeded 100%, the market of this mobile device apparently has reached its saturation level. The fast development of technology makes the cellphone not only a stand along tool for the communcation purpose, but starts to integrate various functions to support the increasing desires of users’ daily lifes. Among all the existed functions, camera is deemed as the most popular one that is widely used by users. Researches into cellphone are mostly guided by the concept of usability in the past; user experience are largely ignored. Such analysis direction might be no longer appropriate to counter the current design challenges. The aim of the present study tries to apply contextual inquiry to illustrate a more comprehensive user image of using camera cellphone especially from the perspective of emotion. By adopting Norman’s three emotional levels of product design (visceral, behavioral, reflective) as theoretical framework, the present study investigated users’ reactions and causes of using camera cellphones. The user profiling process is first carried out to define three target user segements of camera cellphone (temporary type, self-shot type, functional type) in Taiwan. Later, An experiment for each user segement is then conducted to measure their emotional reactions aroused by variables of camera cellphone such as appearance, effectiveness, pleasure, self-image, satisfaction and memories., Furthermore, the emotional causes were discussed to reveal users’ real needs. In general, the results shows that self-shot type users views the appearance as the most important factor; functional type user emphasizes the applicational efficiency. In the analysis of emotional causes, the outward appearance can be found in all three emotional levels. Particularly, it creates the most significant effect toward the user’s reflective emotional level. Usability and functionality issues obviously dominate the functional type user segement. Users of this group relate their emotional causes highly with the behavior level. The emotional causes of self-image and memories exist in the reflective level. Finally, the emotional causes of personal satisfaction is mainly depended on the interaction of visceral level and behavior level.