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L.-H. Shih and Y.-T. Chien
Two questions are put under each storyboard to collect the responses about persuasion effect. The 7-point Likert scale is used to let respondents express their agreement
on:
(1) I have the same feelings as that of the person in the storyboard and
(2) I will react/do the same as the person in the storyboard.
The answers to the two questions are treated as persuasion scores (estimate of
persuasion effect) for the design strategy. There are eighteen storyboards as the
one shown in Fig. 4.1 in the questionnaire. In other words, a respondent will read
eighteen storyboards and answer 36 questions in addition to the questions collecting
the respondent’s demographic information.
4.4.2 A Questionnaire Survey
The questionnaire survey was conducted via internet in January, 2019 and had 330
effective responses out of 368 responses. The background information of the sample
are as follow.
(a) Gender: female: 51.8%, male: 48.2%
(b) Age: 21–30: 51.5%, 31–40: 32.1%, 40 and above 16.4%.
(c) Education: College 56.1%, graduate school 35.8%, others 8.1%.
(d) Vocation: students 24.8%, manufacturing 18.5%, commerce 13.6%, service
industry 12.4%, government employee 10.3%, others 20.4%.
Since the survey was conducted via internet, social network platform, and portal
websites, the respondents tend to be younger. This should be noted in the result
interpretation.
4.5 Statistical Results & Recommended Design Strategies
In this section, statistical results of the questionnaire survey are presented. Design
strategies are ranked according to the persuaion scores (persuasion effects) that
collected from the responses. The strategies with higher pesuasion scores are recommended for use. Section 5.1 presents the results from overall respondents while
Sect. 5.2 presents the ANOVA results that show whether the persuasion scores are
affected by demographic variables like gender and age of the respondents.
L.-H. Shih and Y.-T. Chien
Two questions are put under each storyboard to collect the responses about persuasion effect. The 7-point Likert scale is used to let respondents express their agreement
on:
(1) I have the same feelings as that of the person in the storyboard and
(2) I will react/do the same as the person in the storyboard.
The answers to the two questions are treated as persuasion scores (estimate of
persuasion effect) for the design strategy. There are eighteen storyboards as the
one shown in Fig. 4.1 in the questionnaire. In other words, a respondent will read
eighteen storyboards and answer 36 questions in addition to the questions collecting
the respondent’s demographic information.
4.4.2 A Questionnaire Survey
The questionnaire survey was conducted via internet in January, 2019 and had 330
effective responses out of 368 responses. The background information of the sample
are as follow.
(a) Gender: female: 51.8%, male: 48.2%
(b) Age: 21–30: 51.5%, 31–40: 32.1%, 40 and above 16.4%.
(c) Education: College 56.1%, graduate school 35.8%, others 8.1%.
(d) Vocation: students 24.8%, manufacturing 18.5%, commerce 13.6%, service
industry 12.4%, government employee 10.3%, others 20.4%.
Since the survey was conducted via internet, social network platform, and portal
websites, the respondents tend to be younger. This should be noted in the result
interpretation.
4.5 Statistical Results & Recommended Design Strategies
In this section, statistical results of the questionnaire survey are presented. Design
strategies are ranked according to the persuaion scores (persuasion effects) that
collected from the responses. The strategies with higher pesuasion scores are recommended for use. Section 5.1 presents the results from overall respondents while
Sect. 5.2 presents the ANOVA results that show whether the persuasion scores are
affected by demographic variables like gender and age of the respondents.