以LINE推播保健品之介面設計探討高齡者線上購物行為

Abstract

高齡者在生心理上面臨較多的困難，使得日常生活容易受到限制，而可以送貨到指定地點的線上購物能夠減輕行動上的困境，這對高齡者而言是有需求的。然而，高齡者因為缺乏數位科技的背景和技能，而對線上購物介面感到擔憂。因此，設計一個高齡者友善的線上購物介面，對於人口越發老化的社會而言是值得關注的議題。目前LINE是市占率最高的通訊軟體，再加上多數使用智慧型手機的高齡者也有使用LINE的習慣，因此若以高齡者較為熟識的App進行設計，除了開發成本較低，也能增加高齡者的熟悉感、並降低其對新事物的排斥性，未來也將具備更多延伸的可能性。研究方法分為三階段進行，第一階段透過43份問卷了解高齡者的購物經驗與困擾。第二階段依照這些問卷調查的回饋，設計以LINE介面為主的原型，並邀請21位高齡者操作此原型，藉由實際觀察法以及放聲思考法了解高齡者的行為與思考過程，再以SUS易用性評估及NSP淨推薦值分析，討論高齡者對原型在使用上的整體評價。結果證明以LINE推播為主的線上購物介面對高齡者而言是熟悉的、便利的。另外，根據高齡者線上購物的行為提出以下關於高齡者需求之建議：（一）高齡者需要更多關於保健食品的資訊幫助判斷需求，如（1）推播以圖片加上文字的形式為主。（2）知識型文章的內文字級建議大於18pt，並善用「蛋糕分層模式」、「斑點模式」等方式分類與標記重點。（3）容易找到的「其他人的評論」。（二）需要足夠明顯的回饋提示：（1）以顏色差異或是標題、標號等方式提示所在的位置；（2）透過彈跳視窗或是其他方式告知已加入購物車或完成購物。（三）需要容易設定便利商店與定位的介面：可以利用定位系統等方式協助高齡者找到距離最近的便利商店。（四）需要操作更直覺的訂單查詢與主動性的到貨通知：於訂單完成後於畫面顯示「查看出貨狀況」的按鈕，以便高齡者能夠直覺性的點選以追蹤訂單，而按鈕建議最小長度為290px，寬為55px，按鈕上的字級則建議介於20pt至24pt方便高齡者選按。The elderly face to more difficulties in physiology and psychology, which makes their daily life easily restricted. Moreover, online shopping that can be delivered to a designated location can alleviate the plight of mobility, which is in demand for the elderly. However, the lack of background and skills in digital technology makes the elderly worry. Therefore, designing an elderly-friendly online shopping interface is an issue worthy of attention in a society with an aging population. Currently, LINE is the most dominant messaging application in terms of market share. Most elderly people who use smartphones also have the habit of using LINE. Therefore, designing an APP that is familiar to the elderly will not only lower the development cost, but also increase the familiarity of the elderly and reduce their rejection of new things.The research method is divided into three stages. The first stage uses 43 questionnaires to understand the shopping experience and troubles of the elderly. In the second stage, according to the feedback from these questionnaires, a prototype based on the LINE interface was designed, and 21 elderly people were invited to operate the prototype, and the behavior and thinking process of the elderly were understood through actual observation and thinking out loud, and then using System Usability Scale and Net Promoter Score, discussing the overall evaluation of the elderly on the use of the prototype. The result proves that the online shopping interface based on LINE promotion is familiar and convenient for the elderly. In addition, according to the online shopping behavior of the elderly, the following suggestions are put forward regarding the needs of the elderly: (1) More information about health food to assist them in making informed decisions about their needs; (2) Clear and Obvious feedback prompts; (3) User-Friendly Store and Location Settings; (4) Intuitive Order Tracking and Proactive Delivery Notifications.