The Preference Study of iOS-App in between User and the Development of Department Store.

• Main Authors: Wei Chen Chen, 陳瑋岑
• Other Authors: Li-Min Chen
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/98789153552150384628

碩士 === 國立高雄師範大學 === 視覺設計學系 === 102 === The Preference Study of iOS-App in between User and the Development of Department Store. Abstract Smartphones, “the fifth media” relies on its portability and convenience to quickly become digital media that links to platform with unlimited business opportunities and the two-way communication is always on. This forces the traditional four types of media to redistribute their shares and to spend hugely on digital channels. These shifts also lead to the active digital development of traditional media such as television stations, newspapers, and broadcasters. In recent years, the advertisement budget of digital media has been increased gradually year by year and brands regard App as the key future marketing media for business management and development. This has now become the dominant trend. Many services businesses have also participated in App market. In order to understand the demands for type and functions of the “new media” of information senders and receivers, this study firstly investigated online users’ media habits and characteristics and then surveyed the development of App by existing department stores and shopping centers with questionnaire to conclude App patterns and functions in order to compare the difference of preference and perception of users towards brands. The purposes were to understand users’ habits and demands for Apps in smartphones by identifying with the new media App, how users perceive the interface and functions for the reference of the use of App to communicate with consumers. After investigation, this study finds at department stores and shopping centers: (1) Brand Apps can be categorized into three types, micro-official website based, activity-based, and theme-based ones. (2) In order to lower the development cost, at present, brand Apps are mostly shared by multiple shops. (3) Users perceived the importance of Apps in order as parking lot status, redeeming free gift, shop location, position navigation, film introduction, and quick search. (4) Brand and users both prefer micro-official website based Apps with three-column format of the front pages and content pages that match with the preference of type and interface. (5)To accept technology method of indentification. The user positive which operate of App micro application program interface.