應用Kano品質模式探討使用者短視頻體驗魅力屬性──以抖音為例

Applying Kano Model to explore the attractive Attributes of users' experience of short Video–A Case Study of Tik Tok APP

目前全世界抖音使用者已超過15億，一日中活躍使用者量達3.2億，形成一股抖音熱風潮。本研究利用評價構造法探討使用者對於抖音短視頻的魅力體驗感受。同時引入Kano品質模式，探討使用者對短影音不同品質需求與差異。透過對專家與資深使用者的訪談，設計體驗問卷進行相關數據收集。通過調查實施，首先藉由因素分析歸納出抖音使用者體驗因素：情感性、互動性、使用性三大構面。其次，應用Kano二維品質回歸分析法，對20個體驗項目歸類為不同的品質類型：魅力的品質、一元的品質、無差別的品質。三種品質說明使用者對短影音體驗品質與喜好度之間，存在不同線性與非線性關係。釐清使用者對短影音的體驗品質的不同需求，認清影響使用者喜好度之因素，已為未來的短影音APP，改善設計並提供參考價值，從而協助設計者有效提升使用者喜好度。

At present, there are more than 1.5 billion users of vibrato in the world, and 320 million active users in a day, forming a wave of Tik tok .This study uses the EGM to explore the charm experience of users on short-trembling short videos .Kano quality mode was introduced to explore the user's different quality needs and differences of short video. Through interviews with experts and experienced users, design experience questionnaires to collect relevant data.Firstly, the factors of vibrato user experience are summarized through factor analysis: emotion, interaction and usability. Secondly, by applying the Kano two-dimensional quality regression analysis method, the 20 experience items are classified into different quality types: attractive quality, unitary quality, and indiscriminate quality.The three qualities indicate that the user has different linear and non-linear relationships between the quality and preference of the short video experience. Clarify the different needs of users for the quality of short video audio experience, recognize the factors that affect user preferences, and have improved the design and provided reference values for future short video audio apps to help designers effectively improve user preferences.