| Summary: | 碩士 === 國立清華大學 === 服務科學研究所 === 103 === This is a study about skeuomorphism in App interface design. We developed an exploratory research model of skeuomorphic interface for free-download app. We are testing multiple visual effect of skeuomorphic interface, such as skeuomorphic authenticity, skeuomorphic nostalgia, and behavioral intention such as in-app-purchases. The results are base on an online survey, 272 smartphone users are involved. The participants evaluate a skeuomorphic free-downloaded mobile app (randomly assigned) by seeing screenshots. Statistical test confirm that the skeuomorphic authenticity positively influence skeuomorphic nostalgia, and skeuomorphism nostalgia positively influence the initial intention to in-app-purchase and comfort with interface. This research suggests a new direction for skeuomorphic app developer, instead of “ease of learning”: It is not about the redundant analogy texture or elements, the key to evokes users’ positive feeling is using the precise content and forum to remind them the fond memories of real world’s objects.
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