探討無人商店的用戶體驗評價

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Title:	探討無人商店的用戶體驗評價
Other Titles:	Exploring the Evaluation of User Experience in Self-service Store
Authors:	王怡文 WANG, YI-WEN
Contributors:	羅際鋐;陳啟彰 Lo, Chi-Hung;Chen, Chi-Chang 數位創新碩士學位學程
Keywords:	用戶體驗;活動理論;體驗經濟;感質體驗;數量化一類 Activity theory;Quantification Theory Type I;The experience economy;The qualia experiences model;User experience
Date:	2019
Issue Date:	2019-03-21T09:12:26Z (UTC)
Abstract:	傳統商店提供上門消費的客戶（用戶）「商品、便利、服務」的三大特點，因為線上線下的全渠道消費模式發展，從提供用戶服務的起始點就不再僅僅是從用戶抵達店門口，而是期許能無時無刻都能巧妙的融入用戶生活裡，藉由任何媒體與裝置將便利與服務最大、最佳化。因此，供給方持有遠見的商業思考下，為達目的而導入智能設備的策略能提高效率、降低人力，傳統商店是否逐漸被其他超商模式取代? 本研究將從體驗經濟、體驗行銷的與感質體驗三個主構面，探討無人商店的體驗評價。本研究採個案研究法，探討統一集團率先在台創立的X-Store未來超商（本文稱無人商店）的用戶體驗歷程中，用戶與有形物、無形物之間互動的活動系統關係，進一步得知用戶體驗不佳的缺口，是無形的服務引導介面不足，而非單一有形的無店員因素。最後，採數量化一類理論量化質性資料，得知用戶評價高的X-Store分別是娛樂感的場域、感官的體驗、有創意的商品或設施；而其背後分別最具代表的因子為互動飲料櫃、未來感的布置、可用人臉辨識。反之，滿意度較低的是遠離塵囂感的場域、引導其他想法（思考）的體驗、好操作的設施；其背後分別被評選的代表是未能沉浸購物、沒有限量紀念品的回憶、APP不夠好用。本研究貢獻有二：第一，體驗用戶對台灣首家無人商店的評價，而評價高或低的背後因素排序，即為業者持續保持或者改善的參考。第二，五階段的體驗活動分析，體現用戶與其他人事物的互動關係，後續任何改變對用戶的影響，都立即有跡可循。 Traditional stores provide customers (users) with three main characteristics of “Commodity, Convenience, and Service”. Because of the development of online and offline omni-channel consumption patterns, services are no longer starting from the customer’s arrival at the store, but are expected to be available all the time, and can be subtly integrated into the customer's life by any media and device to optimize and maximum the convenience and service.Therefore, under the business thinking of enterprise’s vision, the strategy of implementing smart devices can improve efficiency and reduce manpower. Will the traditional stores be gradually replaced by other business model stores? This study explored the evaluation of user experience in self-service from the aspect of experience economy, experiential marketing and the qualia experiences model. This study adopts a case study method to explore the relationship between the user and the tangible and intangible in the user experience of X-Store, which was established by Uni-President Group in Taiwan. Results presented the gap in user experience is the intangible service-leading interface, but not a single tangible factor, like no clerk service. Finally, to quantify qualitative data by Quantification Theory Type I. The finding is that the best evaluation about X-Store is the entertainment field, the sensory experience, the creative goods or facilities, and the most representative factors behind it are Interactive beverage cabinets, futuristic layout, and available face recognition. Conversely, the lower evaluation is the field away from the dust, the experience of guiding other ideas, and the facilities for good operation; the representatives behind the selection are the failure to immerse in shopping, the memory of no limited souvenirs, and the APP is not good enough.This research has two contributions：first, to know the user’s evaluation of the first self-service store in Taiwan, and the ranking root cause of evaluation is a reference for company to optimize design or planning. Second, the five-stage experience activity analysis reflects the interaction between the user and others, and the impact of any subsequent changes on the user is immediately traceable.
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