A Study on Design Model of Interactive Service of Mobile Commerce: An example of Tsannkuen Retail

Abstract

The maturity and prosperity of 4G LTE in recent years keep the retail business model evolving. Retailers have employed the technology of online-to-offline commerce platform to perform just-in-time (JIT) interactive platforms and orienting-marketing, which is deeply concerned with customers shopping experiences. The interactive platform provided by retailers changes the way customers shop and the model of traditional retailing. The JIT interactive platform is the key to the development of mobile commerce. It not only spurs the development of mobile commerce (M-commerce), but takes it services to a new level, allowing more to experience the new service mode. Nevertheless, with the appearance of new retail platform providers in recent years, push notification services and sharing pages on social media do not attract users anymore. Most service providers do not have simple user interface, which often leads to operation failure. Meanwhile, the complexity of information class and static user interface result in unsatisfying experiences. Platform designing without consideration for users has become the urgent issue to be coped with. This study is conducted with action research method to figure out the optimum design basis of interactive service for new m-commerce platforms. With the focused interview and Interviewing the consumer experience process and the operation interface process through observation. With the expert meeting method to repeatedly modify the design of interactive interface, verifying the feasibility of commercial model under interactive service of mobile commerce platform.