察覺App使用者之心智模式：以即時通訊軟體LINE為例

Perceiving the Mental Model of App User:A Study on Instant Message App LINE

資訊科技快速變化，行動裝置App已漸漸融入我們食、衣、住、行、育、樂中，真正成為我們生活的一部分。現今App開發不能只著重於程式端的超高技能，更應該著重在使用者體驗的設計端上，才能有效開創高獲利的契機。本研究以目前使用率最高的即時通訊軟體LINE為研究對象，採用隱喻抽取技術（ZMET），以視覺圖像與隱喻為媒介的訪談技術，正確抽取與詮釋共同構念，並運用方法目的鏈理論，建立屬性（A）、結果（C）、價值（V）的連結模式，來發掘App使用者潛藏心中的複雜心智現象。研究結果共獲得23個共同構念，6個屬性（A）、8個結果（C）、9個價值（V），呈現了LINE使用者心智的核心脈絡，並可歸納為三大期望面，分別為「使用性需求」、「愉悅感受」和「賦予個性」。對使用者來說，LINE的「貼圖功能」、「群組功能」和「訊息傳遞」是最受他們喜愛的；「良好互動」和「容易聯繫」是樂於繼續使用LINE的原因；「即時性」、「便利性」、「情感交流」和「愉快感」是大部份使用者心中對LINE的最終評價與整體感受。並且LINE的「貼圖功能（A）」→「清楚傳達（C）」→「圖像易表情達意（V）」是一個明顯的因果關係，證明了「圖像」更能增進人與人之間的情感交流，並且能夠更精準的呈現內心情感，這也是LINE成功吸引使用者的一大因素。

With the development of technologies, the App of mobile devices has already incorporated our life (food, clothing, housing, transportation, education, and entertainment). Designing an App not only focuses on the sophisticated programming but also reinforces the user friendly experiences that make the Apps with profitability. This study takes the high-usage instant message App LINE as the subject. With the Zaltman Metaphor Elicitation Technique (ZMET), this study uses pictures, photographs and metaphors to explain the common constructs. The Means-End Chain method (MEC) is used to establish the Attributes, Consequence and Values factors to explore the mental modes inside the App users. This research got 23 common constructs, 6 attributes, 8 consequences and 9 values to discover the App user's core thinking. It also classified as three main dimensions, Usability Needs, Feeling and Fun, and Personality. For the App users, the most favorite functions are Stickers, Group, and Messaging; Direct-Connect and Easy-Contact are the main reasons to let users keep using this App. The overall comment and feelings are on four aspects, Instant, Convenience, Emotion-Exchange, and Fun. LINE's constructs, Stickers (A), Clear-Communication (C), and Image-Expression (V) are actual cause-and-effect relationships, proving that ＂images＂ expression increases people’s emotion exchange and expresses the feeling precisely. This is also a reason why LINE can successfully keep attractive.