Innovative Service Design of 360 Technology in Media

Abstract

The current application of 360 panorama technology on service design mostly takes the form of Applications Portability Profile (APP), which has to be downloaded and installed before using. Adding the fact that the majority of users are unfamiliar with panorama, the promotion of panorama-related service applications has been a difficult job. The innovation diffusion theory (IDT) explains that the adoption level of an innovation is related to the speed of diffusion. Based on IDT's compatibility feature and the customer journey mapping, this study takes traditional media that most people are familiar with as the touchpoint, and designs and verifies a new service model in which panorama postcards are presented to create 360-degree stereoscopic effect on various tourism spots. In this customer journey mapping, the new service model employs 360 panorama technology to design postcards, the traditional media. This study further follows the involvement theory, which suggests the level of involvement indicates if a consumer is interested in a product or regards it as an significant item, to conduct survey research on users' purchase intention after they experience such new service model by adding user involvement level and perceived value into the questionnaire. The study result finds that the respondents' perceived value is enlarged after presenting them the 360 postcards and further their purchase intention is enhanced. The implementation of new technology gives aid to increase perceived value on traditional media while the will of sharing helps to diffuse the use of the new technology, which matches with the theory features of IDT. The study finding serves as a reference for future development of commercial service apps.