| Summary: | 碩士 === 國立清華大學 === 服務科學研究所 === 107 === It has been known that persona method is used widely in user research. Using qualitative approach in persona development is the most traditional method which helps the industry to focus on user needs and goals. However, the qualitative persona through user observations and interviews has met some criticism such as: it is subjective and lacks quantitative evidence to make stakeholders buy-in.
In order to compensate for the disadvantages of qualitative persona, this study proposes a new approach which combines qualitative and quantitative methods to build and validate personas and applied it in Taiwan mobile payment industry to understand the characteristic of mobile payment users. First, we conducted interviews which were transformed into a questionnaire and built 3 quantitative personas according to the result of quantitative data analysis. During the process, we adopted factor analysis to reduce the qualitative data and cluster analysis to form 3 clusters based on mobile payment users’ similarities. Eventually, we applied one-way ANOVA analysis to test the differences among the clusters.
We examined qualitative and quantitative personas and treat the differences as significant insights in discovering the characteristics of mobile payment users. Besides, we find that each quantitative persona has its unique features which make it more distinctive. In addition, we performed t-test to understand the difference between mobile payment users and non mobile payment users.
We could use the result to find potential adopters of mobile payment.
This study has overcome some of the weakness of current methods for the identification and creation of reliable personas and made the persona building process less subjective, more efficient.
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