| Summary: | 碩士 === 國立交通大學 === 應用藝術研究所 === 98 === Nowadays, most societies are becoming service-based. Consuming a service means consuming an experience. In this informational age, the fields of cultural, social, and human interaction can be connected by the service design. The service design is a system challenge driven by the understanding of the human experience. As well as the relation between design and positive emotion, the understanding of the user experience has emerged between researchers and designers in the past decade. However, the researches of empirically documented the link between the users’ negative emotion and service design are scant. In this thesis, the relationship between the negative stimulus of service and the emotional response is investigated. The context, the action, and the experience in the bus service are further discussed.
This study includes three methods, cultural probes, grounded theory, and survey. The cultural probes are a user-centred approach which was conducted to explore passengers’ negative emotional experience by self-documentation. The survey is composed of an in-depth interview and a questionnaire, and the process of Evaluation Grid Method (EGM) was done in the interview phase, the other point is that the quantitative analyze of the questionnaire was conducted to study the accurate relationship between the emotions and the service features by Quantitative Type I analysis. Besides, the grounded theory was conducted to study the pattern of the negative emotional experience through conceptualization and data review.
Results show that the different negative emotion could be aroused by the different stimulus, and passengers had their own action / interaction strategies to response the stimulus. These correlations were based on the emotional appraisal theory, and the balance between a potential concern to seek inner peace and external stimulus was delivered as a core pattern which support the whole experience. The reason for the negative emotions is resulted from the existence of intervening conditions reflect the stimulus to passenger, rather than the causal relationship from a lopsided view. Furthermore, the model of negative emotional experience was constructed by the correlations of the stimulus, the emotion, the action / interaction strategy, and concrete service feature. As a result, understanding the passengers’ behavior can be inferred to the hardship points that suffered by passengers. According to these findings of the study, in order to have a better bus service, the future service should dedicated to evoke passengers’ empathy, give passengers more control, create a trusted image, and an instant channel with the collection of public power. In conclusion, all design implications are aim to make passengers feel peace in their mind.
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