Mobile Service Design Thinking for Consumer Decision-Making Under Multichannel Environment

Int. J. Online Mark. Pub Date : 2018-04-01 DOI:10.4018/IJOM.2018040104

M. Hsiao

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Abstract

The purpose of this article is to present mobile service design thinking, with the aid of mobile devicesandmobile internet, tohelpconsumersmakeproperdecisionsthroughout theprocess in today’smultichannelenvironmentsuchthattheycancompletetheiractivitiesandthusachievevalue. Thisarticlefirstconductsaliteraturereviewtoexaminehowconsumersconductactivitiesbyusing thoseancillaryservicestoachievetheirvaluestepbystepthroughtheirdecision-makingprocess inthemultichannelenvironment.Afterthat,itadoptsthehuman-centereddesigntoolkitdeveloped byIDEObythreemainphases:hear,create,anddeliver,whichlinktheprocessofhuman-centered design,topresentmobileservicedesignthinking.Withtheubiquitousabilityofmobiledevicesand mobilenetwork,themobileservicedesignthinkingpresentedbythisstudycanhelpconsumersmake decisionsinamoreeffectiveandefficientwayinthemultichannelenvironment,nomatterwhich channelsconsumerswouldfinallychoosetoconducttheiractivities. KEywORDS Consumer Decision-Making Process, Multichannel, Mobile Service, Service Design

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多渠道环境下消费者决策的移动服务设计思维

本文的目的是借助mobiledevicesandmobile internet, tohelpconsumersmakeproperdecisionsthroughout theprocess in today 'smultichannelenvironmentsuchthattheycancompletetheiractivitiesandthusachievevalue，来呈现移动服务设计思维。Thisarticlefirstconductsaliteraturereviewtoexaminehowconsumersconductactivitiesbyusing thoseancillaryservicestoachievetheirvaluestepbystepthroughtheirdecision-makingprocess inthemultichannelenvironment。Afterthat、itadoptsthehuman-centereddesigntoolkitdeveloped byIDEObythreemainphases:hear、create、anddeliver、whichlinktheprocessofhuman-centered设计、topresentmobileservicedesignthinking。Withtheubiquitousabilityofmobiledevicesand mobilenetwork，themobileservicedesignthinkingpresentedbythisstudycanhelpconsumersmake decisionsinamoreeffectiveandefficientwayinthemultichannelenvironment，nomatterwhich channelsconsumerswouldfinallychoosetoconducttheiractivities。关键词:消费者决策过程，多渠道，移动服务，服务设计

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Int. J. Online Mark.

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