產品增強技術類型與使用意圖的關聯

Relationships between Types of Reinforcement Technique and Usage Intention in Products

行為改變產品是利用增強原理讓使用者能依照產品預定的行為模式進行改變，其中增強技術類型所引起使用者的動機、情感與使用意圖的關聯將是此類產品成敗的關鍵。本研究包含質化與量化兩個階段，首先採用焦點團體與方法目的鏈來探討市面上84件行為改變產品，以了解行為改變產品的技術類型與情感因子；其次透過問卷調查獲得357份有效樣本，探討內外在動機、正負向情感與使用意圖的關聯性。最後結果得到8種行為改變技術類型（包含5種正增強及3種負增強），以及行為改變產品所喚起的12種情感。在實證調查結果則發現，內在動機與正向情感是影響使用意圖的重要關鍵因素。正增強技術優於負增強技術，若使用負向增強技術，則要以利他價值做為引導則能有效提升使用意圖。研究結果提供設計者具體的行為改變產品之設計策略，未來應用於產品情感設計，將可提升良好的使用者經驗。

Behavior-changing products can change user’s behavior into the predetermined pattern of product by reinforcement principles. Thus, the types of reinforcement techniques related to user motivation, emotions, and behavior intention are important keys to the success of these products. This study is consisted of two stages with qualitative and quantitative researches. First, the focus group and means-end chain model are adopted to explore 84 behavior-changing products in the market for realizing the reinforcement techniques types and emotional factors. Second, 357 users are surveyed by questionnaires. The correlation analysis and regression analysis are employed to explore the relationships between internal and external motivations, positive and negative emotions and usage intentions. The final results demonstrate 8 types of reinforcement techniques (including 5 positive types and 3 negative types), which are evoked 12 emotions. The internal motivation and positive emotion are important key factors affecting the usage intention. Generally, positive reinforcement techniques are better than negative ones. If we would like to use negative reinforcement techniques, it is necessary to adopt the altruistic value as a guide to enhance effectively the usage intention. The results provide designers the concrete design strategies for behavior-changing products. It can be applied to emotional design of products and enhance good user experiences.