這是一個關於擬真化App介面的研究。我們發展了一個探索性的研究模型，適用於免費下載的擬真化App。我們測試了多種擬真App 產生的視覺上的感受，如擬真真實性、擬真懷舊度以及一些行為意圖如使用應用程式內購買的意願。本研究的實驗結果基於一個線上的實驗，本實驗包含272個為智慧型手機用戶的受試者。受試者需要評價一個擬真化免費應用程式的介面的截圖，應用程式為隨機指派。統計研究結果顯示擬真真實性影響擬真懷舊度，擬真懷舊度會影響應用程式內購意願。本研究提出了一個關於擬真的介面設計的新方向，除了增強易學性、易用性之外，擬真可以使用懷舊的元素，使得使用者對應用程式或產品產生正向的情感。

This is a study about skeuomorphism in App interface design. We developed an exploratory research model of skeuomorphic interface for free-download app. We are testing multiple visual effect of skeuomorphic interface, such as skeuomorphic authenticity, skeuomorphic nostalgia, and behavioral intention such as in-app-purchases. The results are base on an online survey, 272 smartphone users are involved. The participants evaluate a skeuomorphic free-downloaded mobile app (randomly assigned) by seeing screenshots. Statistical test confirm that the skeuomorphic authenticity positively influence skeuomorphic nostalgia, and skeuomorphism nostalgia positively influence the initial intention to in-app-purchase and comfort with interface. This research suggests a new direction for skeuomorphic app developer, instead of “ease of learning”: It is not about the redundant analogy texture or elements, the key to evokes users’ positive feeling is using the precise content and forum to remind them the fond memories of real world’s objects.

Abstract………………………………………………….………...….....3
List of Tables…………………………………………………………….5
List of Figures……………………………………………………………5
Chapter 1 Introduction………………………………………………………………6
Chapter 2 Conceptual Framework…………………………………………………9
2.1 Metaphor and Skeuomorphism.…………………………………10
2.2 Interface Comfort………………………………………………….13
2.3 Intention to use app and in-app purchase………………………15
2.4 Control Variables………………………………………………….17
Chapter 3 Methodology……………………………………………………………19
3.1 Skeuomorphic Interface…………………………………………..19
3.2 Empirical Procedure……...……..……………………………….20
3.3 Sample……………………………………………………………..21
3.4 Measurement………………………………………………………21
Chapter 4 Data Analysis and Results……………………………………………22
4.1 Measurement Model Results…………………………………….22
4.2 Structural Modeling Analysis…………………………………….29
Chapter 5 Discussion and Conclusion…………………………………………..34
Appendix…………………………………………………………………………….38
Appendix A. Skeuomorphism Apps………………………………….38
Appendix B. Measurements…………………………………………..42
Reference……………………………………………………………….................48

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