| dc.contributor.advisor | 賴建都 | zh_TW |
| dc.contributor.author (Authors) | 黃毓芬 | zh_TW |
| dc.creator (作者) | 黃毓芬 | zh_TW |
| dc.date (日期) | 2007 | en_US |
| dc.date.accessioned | 11-Sep-2009 16:09:36 (UTC+8) | - |
| dc.date.available | 11-Sep-2009 16:09:36 (UTC+8) | - |
| dc.date.issued (上傳時間) | 11-Sep-2009 16:09:36 (UTC+8) | - |
| dc.identifier (Other Identifiers) | G0094941020 | en_US |
| dc.identifier.uri (URI) | https://nccur.lib.nccu.edu.tw/handle/140.119/29711 | - |
| dc.description (描述) | 碩士 | zh_TW |
| dc.description (描述) | 國立政治大學 | zh_TW |
| dc.description (描述) | 傳播學院碩士在職專班 | zh_TW |
| dc.description (描述) | 94941020 | zh_TW |
| dc.description (描述) | 96 | zh_TW |
| dc.description.abstract (摘要) | 本研究旨在探討國內三大電子商務網站之商品展示頁面的版面配置與瀏覽動線之間的關係，藉由眼動追蹤儀器實驗(Eye Movement Tracking)及專家訪談的結果，歸納出最後的結論與建議方向，並作為未來實務界在設計與規劃電子商務網站時的參考依據。 在實驗研究中，共分為兩個階段進行測試，由23位受測者進行觀看，有效樣本20人。實驗一主要是測試三家電子商務網站的商品瀏覽效率。透過實驗找出哪一家的商品版面配置與動線規劃，可以讓使用者在短時間內快速地找到所要的商品以及在找尋商品的過程中，受測者的凝視焦點分佈與凝視停留時間為何。 而實驗二的部份，則是測試商品的版面配置情形。主要是操弄三家網站之不同的商品配置特性，測試不同的商品配置特性對使用者的視覺焦點(Fixation Count)與停留時間(Fixation Time)所產生的變化，試圖瞭解何種商品配置最吸引使用者的目光，讓使用者停留更多的瀏覽時間。 並透過專家訪談法，瞭解業界資深的網頁設計師及網站規劃者他們對於電子商務網站之商品展示頁的版面配置與使用者瀏覽動線的看法與建議，以及在規劃及設計自家電子商務網站時的構思想法，最後將訪談資料以內容分析法予以歸納分析，供業界在執行電子商務網站實務設計時之參考依據。 | zh_TW |
| dc.description.abstract (摘要) | This study aims to investigate the relationship between the layout and browsing routes for merchandise display pages on Taiwan’s three major e-commerce websites, as ascertained by results from eye tracking experiments and expert interviews. The study offers some overall conclusions and suggestions which may serve as a reference for future practices in designing and implementing e-commence websites. The experiment was divided into two stages, and included 23 participants whose viewing behavior was recorded; the effective sample pool was 20. The objective of the first test was to examine the merchandise viewing efficacy rendered by these three e-commerce websites. Through this experiment, the website with the merchandise page setup and browsing routes which enabled users to locate their desired merchandise in the shortest time was determined, as well as the samples’ visual fixation distributions and durations. In the second experiment, merchandise page layouts were tested. Different arrangement schemes of merchandise displayed by these same three websites were manipulated to test the effects they have on user eye fixation count and fixation time, in an attempt to understand what type of merchandise display arrangement scheme draws the most attention from viewers and encourages them to spend more viewing time. Expert interviews provided insights and suggestions from skilled web page designers and website builders regarding their perspectives on merchandise display page arrangement and user browsing routes, and in particular, the concepts employed when building their own e-commerce websites. Finally, interview data is introduced and analyzed using content analysis methodology, which may serve as a reference for e-commerce website design practices. | en_US |
| dc.description.tableofcontents | 致謝詞 i 中文摘要 iii 英文摘要 iv 目錄 v 表目錄 vii 圖目錄 viii 第一章 緒論 1 第一節 研究背景 1 第二節 研究動機與目的 10 第三節 研究流程 11 第二章 文獻探討 13 第一節 網站設計概述 13 第二節 網站導覽之探討 14 第三節 版面配置與瀏覽動線的關係 19 第四節 視覺認知過程 21 第五節 記憶系統與資訊處理過程 22 第六節 「眼球軌跡系統」之探討 26 第三章 研究方法 33 第一節 眼動儀實驗法 33 第二節 專家訪談法 46 第四章 三家網站之商品瀏覽動線與凝視點實驗一－找出一樣商品 48 第一節 實驗目的 48 第二節 實驗概要 48 第三節 實驗結果分析 57 第五章 版面配置之凝視點實驗二－找出最吸引使用者目光、聚集 最多凝視點的商品配置 160 第一節 實驗目的 160 第二節 實驗概要 160 第三節 實驗結果分析 171 第六章 訪談結果整理 181 第七章 結論與建議 186 第一節 從商品瀏覽動線與效率的角度探討 電子商務網站─實驗一 186 第二節 從版面配置的角度探討電子商務之商品 展示頁面─實驗二 195 第三節 訪談結果 197 第四節 結論 198 第五節 研究限制 200 第六節 後續研究的建議 202 參考文獻 205 中文部分 205 英文部分 206 附錄一 問卷設計 210 附錄二 受測者個人資料 212 附錄三 實驗眼動之原始數據 214 附錄四 實驗之受測範圍的眼動資料圖 217 附錄五 實驗眼動資料整理後之數據 218 附錄六 實驗圖片 234 | zh_TW |
| dc.language.iso | en_US | - |
| dc.source.uri (資料來源) | http://thesis.lib.nccu.edu.tw/record/#G0094941020 | en_US |
| dc.subject (關鍵詞) | 眼動追蹤儀器實驗 | zh_TW |
| dc.subject (關鍵詞) | 網頁設計與版面配置 | zh_TW |
| dc.subject (關鍵詞) | 電子商務 | zh_TW |
| dc.subject (關鍵詞) | Eye tracking | en_US |
| dc.subject (關鍵詞) | Webpage design & display | en_US |
| dc.subject (關鍵詞) | E-commerce | en_US |
| dc.title (題名) | 電子商務網頁版面配置與瀏覽動線之關係研究─以Yahoo！奇摩購物中心、PChome線上購物、GOHAPPY線上快樂購網站為例 | zh_TW |
| dc.title (題名) | The study on the relationship between the E-commerce web page layout and eye movement- Cases of the Yahoo! Kimo Shopping Center、PChome Online Store and Gohappy eStore | en_US |
| dc.type (資料類型) | thesis | en |
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