| Summary: | 碩士 === 國立交通大學 === 傳播研究所 === 99 === With the quick progress of technology development, mobile phone now is not only a simple communication tool but has become a popular daily necessity which provides various functions. To cope with the increasing user needs, mobile phone vendors have invested considerable time and sources to redesign their products but often result the devices with exorbitant functions that only fructrate users even more. Users have different demands for their mobile phones. It is thus very crucial to establish related user segments at the initial design stage of illustrating users’ different goals, styles values, cultures, and scenarios. Accordingly, design teams will be able to develop systems appropriately to match with users’ needs.
The present study aims to develop the 3G mobile phone user personas of Taiwan market. A total of 22 subjects were selected to participant in a deep qualitative research process. From the study results, basically, Taiwan 3G mobile phone users have five primary usage tendencies: “Communication tool-oriented”, “Entertainment tool-oriented”, “Job assistance-oriented”, “Recording tool-oriented”, and “Self expressive-oriented” which are used as the feature framework to further develop three types of personas “Affective Communication”, “Commercial”, and “Expression”.
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