年輕族群對金門僑鄉推廣數位平台的偏好與需求

Discovering the Young's Preference and Requirements to the Kinmen Overseas Chinese' Hometown Promoting Website

本研究透過服務設計操作，探討年輕族群對於推廣金門僑鄉之網頁的資訊偏好與需求，以及檢測此網頁得以提升年輕族群對金門僑鄉文化之認知情形。整體研究包含探索－－需求確定，建置－－完成平台，評估－－檢視成效三個階段。探索階段以專家深入訪談與年輕族群焦點訪談法，提出金門僑鄉特點，並探討年輕族群在瀏覽當前的金門僑鄉相關網頁時所遭遇到的問題、資訊接受程度與期望。而後透過服務設計工作坊，確立數位平台當涵蓋之內容、網頁架構。建置階段則集結具備視覺設計、網頁建置技術的年輕組群，應用參與式設計概念，舉辦為期三週之設計工作坊，共同完成金門僑鄉文化數位平台（KOstyle）之的建置。評估階段邀請40位金門當地大學生為受測者分兩組，分別以現有金門官方網頁、本研究架設之KOstyle數位平台執行任務，填寫動機模式－教材動機量表（IMMS-ARCS）問卷，以了解本研究所設計的網頁在引起注意、切身相關、建立信心及獲得滿足上與目前網頁的差異。研究結果顯示透過KOstyle數位平台，較有助於促進年輕族群對於僑鄉文化的認識與推廣，KOstyle數位平台也有較高的資訊可親近性。期望本研究在方法上有助於以服務設計應用於網頁設計研究的基礎，其成果能做為推廣金門僑鄉文化的基石。

Based on service design principle and the young participatory design, this study aims to develop a website to promote the Kinmen oversea Chinese hometown culture, and to evaluate the extent to which the young recognize the culture from the website. The overall process includes three phases: discover-requirements identification, establish- platform implementation, and evaluation- effectiveness examination. In phases one, the experts and students interview surveys were conducted to uncover the features of Kinmen oversea Chinese hometown, and the problems, expectation, the information acceptability of the young. It is followed by the young service design workshop to identify the contents, and the framework of webpage. In phase two, the young with design ability were recruited to build up the visual and information parts of the webpage (KOstyle) in terms of a three-week participatory design workshop. In phases three, the performance of the webpage is measured in terms of IMMS-ARCS scale. Forty participants were equally grouped into two to surf the current existing webpage or the KOstyle with a view to complete the demanded tasks, and then take the IMMS-ARCS test. The results indicate that KOstyle is benefit to the young to the promotion and understanding of the oversea Chinese hometown. The research was then concluded by suggesting the contributions and the further research directions.