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研究生： 黃資閔
Huang Tzu-min
論文名稱： 使用者對共創故事網站服務功能需求之研究
A Study on User’s Need for Service Functions of Collaborative Storytelling Websites
指導教授： 王健華
Wang, Chien-Hwa
學位類別： 碩士
Master
系所名稱： 圖文傳播學系
Department of Graphic Arts and Communications
論文出版年： 2011
畢業學年度： 99
語文別： 英文
論文頁數： 160
中文關鍵詞： 故事共創 、說故事工具 、網站服務功能 、Web 2.0
英文關鍵詞： story collaboration, storytelling tools, service functions of websites, Web 2.0
論文種類： 學術論文
相關次數： 點閱：120  下載：1 
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    • 本研究企圖了解不同使用者對共創說故事網站服務功能的需求，以期讓說故事工具能達到長期且廣泛的運用。透過內容分析法，共創說故事網站服務功能得以被了解；在使用者方面，則以網路調查法探討其對服務功能的需求，總計回收255份有效問卷。並進一步分析比較共創說故事網站所提供服務功能與使用者需求間的差異。本研究之重要發現如下：
    一、共創說故事網站資訊類服務內容以「顧客協助」提供比例最高，「商業資訊」提供比例最低；其互動類服務內容以「雙向溝通」提供比例最高，「交易」提供比例最低
    二、使用者對共創說故事網站資訊類服務內容需求程度以「非商業資訊」較高，「商業資訊」較低；對互動類服務內容需求程度以「自主控制」較高，「雙向溝通」較低。
    三、使用者對共創說故事網站「商業資訊」服務功能需求程度會因「性別」之不同而有顯著差異。
    四、使用者對共創說故事網站「交易」服務功能需求程度會因「使用資歷」之不同而有顯著差異。
    五、使用者對共創說故事網站「交易」和「自主控制」服務功能需求程度會因「使用頻率」之不同而有顯著差異。
    六、共創說故事網站提供之「非商業資訊」服務功能與使用者需求落差最大
    七、共創說故事網站提供之「雙向溝通」和「自主控制」服務功能與使用者需求落差最大
    根據上述研究結論，針對共創說故事網站經營者與後續研究者提出相關建議。

    For the purpose of extended and massive adoption of the storytelling tools, the study attempted to understand different users’ need for the service functions of collaborative storytelling websites. By content analysis, service functions of the 6 collaborative storytelling websites were investigated, while by online survey, users’ needs for the service functions were explored. After collecting 255 valid questionnaires, the analysis was conducted and further compared the difference between service functions provided by collaborative storytelling websites and what users need. The research results are as follows:
    1. In informational category, service functions in “customer support” dimension were adopted most and those in “commercial information” dimension were least adopted; while in interactive category, service functions in “two-way communication” dimension were adopted most and those in “transaction” dimension were least adopted.
    2. In informational category, users needed service functions in “non-commercial information” most and those in “commercial information” service functions least; while in interactive category, users needed service functions in“active control” most and those in “two-way communication” least.
    3. There was significant difference between “gender” and user’s need of “commercial information” service function
    4. There was significant difference between “user experience” and user’s need of “transaction” service function
    5. There were significant differences between “usage frequency” and user’s need of “transaction” and “active control” service function
    6. The gap between “non-commercial information” service functions provided by collaborative storytelling websites and what user’s need was big
    7. The gaps between “two-way communication” and “active control” service functions provided by collaborative storytelling websites and what user’s need was big
    According to the results of the study, practical suggestions were proposed for the operators of collaborative storytelling websites and future researchers.

    摘要……………………………………………………………………………………. i ABSTRACT…………………………………………………………………………....ii TABLE OF CONTENT……………………………………………………………….iii LIST OF TABLES……………………………………………………………………..vii LIST OF FIGURES……………………………………………………………………x CHAPTER 1 INTRODUCTION............................................................................1 1.1 Background........................................................................................................1 1.2 Research Purpose...............................................................................................5 1.3 Research Question .............................................................................................6 1.4 Delimitation of the Study...................................................................................7 1.5 Research Procedure ...........................................................................................8 1.6 Definition of Terms ............................................................................................9 CHAPTER 2 LITERATURE REVIEW...............................................................10 2.1 Web 2.0.............................................................................................................10 2.1.1 Definition and Characteristic........................................................................10 2.1.2 Web 2.0 Application Website .......................................................................16 2.2 Collaborative Storytelling Website..................................................................20 2.2.1 The Importance of Story ..............................................................................20 2.2.2 Definition and Characteristic........................................................................24 2.2.3 The Status Quo of Collaborative Storytelling Website ..................................27 2.3 Service Function of Website ............................................................................30 2.3.1 The Importance of Innovation of Service Functions .....................................30 2.3.2 Dimensions of Website Service Functions ....................................................32 2.3.3 Dimensions of Service Functions on Collaborative Storytelling Websites.....39 CHAPTER 3 METHODOLOGY.........................................................................46 iv 3.1 Research Framework.......................................................................................47 3.2 Research Design ...............................................................................................48 3.2.1 Content Analysis ..........................................................................................48 3.2.2 Online Survey..............................................................................................48 3.3 Subject..............................................................................................................49 3.3.1 Content analysis...........................................................................................49 3.3.2 Online survey...............................................................................................50 3.4 Instrument........................................................................................................50 3.4.1 Coding scheme ............................................................................................50 3.4.2 Online questionnaire ....................................................................................52 3.5 Data Collection Procedure...............................................................................52 3.5.1 Content analysis...........................................................................................52 3.5.2 Online questionnaire ....................................................................................53 3.6 Data analysis ....................................................................................................55 3.6.1 Content analysis...........................................................................................55 3.6.2 Online questionnaire ....................................................................................55 CHAPTER 4 RESULTS AND DISCUSSES.........................................................56 4.1 The Distribution of Informational Service Functions of Collaborative Storytelling Websites........................................................................................56 4.1.1 Commercial Information..............................................................................56 4.1.2 Non-Commercial Information ......................................................................57 4.1.3 Customer Support ........................................................................................57 4.1.4 Discussion ...................................................................................................58 4.2 The Distribution of Interactive Service Functions of Collaborative Storytelling Websites........................................................................................60 4.2.1 Creation .......................................................................................................60 4.2.2 Transaction ..................................................................................................61 4.2.3 Two-way communication.............................................................................61 4.2.4 Active control ..............................................................................................62 4.2.5 Discussion ...................................................................................................63 4.3 The Comparison with Informational Service Functions of Different Collaborative Storytelling Websites ................................................................67 v 4.3.1 Commercial Information..............................................................................67 4.3.2 Non-Commercial Information ......................................................................67 4.3.3 Customer Support ........................................................................................68 4.3.4 Discussion ...................................................................................................69 4.4 The Comparison with Interactive Service Functions of Different Collaborative Storytelling Websites ................................................................71 4.4.1 Creation .......................................................................................................71 4.4.2 Transaction ..................................................................................................71 4.4.3 Two-way communication.............................................................................72 4.4.4 Active control ..............................................................................................73 4.4.5 Discussion ...................................................................................................73 4.5 The Descriptive Statistics of Users’ Background Information .......................77 4.5.1 Demographics..............................................................................................77 4.5.2 Usage of Collaborative Storytelling Website ................................................78 4.5.3 Discussion ...................................................................................................80 4.6 Users' Need for Informational Service Functions of Collaborative Storytelling Websites........................................................................................83 4.6.1 The Descriptive Statistics of Users’ Need for Informational Service Functions 83 4.6.2 An Analysis on the Differences of Users’ Needs for Informational Service Function ..................................................................................................................85 4.6.3 Discussion ...................................................................................................94 4.7 Users' Need for Interactive Service Functions of Collaborative Storytelling Websites............................................................................................................97 4.7.1 The Descriptive Statistics of Users’ Need for Interactive Service Functions .97 4.7.2 An Analysis on the Differences of Users’ Needs for Interactive Service Function ................................................................................................................100 4.7.3 Discussion .................................................................................................112 4.8 The Differences between Users' Need and Informational Service Functions of Collaborative Storytelling Websites ..............................................................118 4.8.1 Commercial Information............................................................................118 4.8.2 Non-commercial Information.....................................................................119 4.8.3 Customer Support ......................................................................................120 4.8.4 Discussion .................................................................................................121 4.9 The Differences between Users' Need and Interactive Service Functions of vi Collaborative Storytelling Websites ..............................................................123 4.9.1 Creation .....................................................................................................123 4.9.2 Transaction ................................................................................................124 4.9.3 Two-way communication...........................................................................125 4.9.4 Active control ............................................................................................126 4.9.5 Discussion .................................................................................................127 CHAPTER 5 CONCLUSION AND SUGGESTION .........................................131 5.1 Conclusion......................................................................................................131 5.1.1 The findings of service functions in collaborative storytelling websites......131 5.1.2 The exploration of the differences of service functions provided by different collaborative storytelling websites .........................................................................132 5.1.3 The findings of users’ needs for service functions in collaborative storytelling websites.................................................................................................................134 5.1.4 The exploration of the differences between service functions provided by collaborative storytelling websites and users’ needs ...............................................136 5.2 Suggestion ......................................................................................................139 5.2.1 Suggestions for operators of collaborative storytelling websites .................139 5.2.2 Suggestions for future researchers..............................................................142 REFERENCES........................................................................................................144 APPENDIX A CODING SCHEME......................................................................151 APPENDIX B QUESTIONNAIRE ......................................................................154

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