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題名 螢幕配置對網頁易讀性與選擇注意力影響–以電子市集為例
The impact of screen layout on legibility and selective attention：Take eMarket as an example
作者 蘇秋紅
Su, Chiu Hung
貢獻者 傅豐玲
Fu, Fong Ling
蘇秋紅
Su, Chiu Hung
關鍵詞 易讀性
選擇注意
複雜度
螢幕配置
電子市集
legibility
selective attention
screen layout
eMarket
日期 2010
上傳時間 9-May-2016 15:17:49 (UTC+8)
摘要 由於資訊科技的進步，網頁資訊更豐富與複雜，本研究從兩方面，一方面找出複雜的網頁是如何被使用者所認知？另一方面網頁介面設計的好不好？該如何設計才能降低網頁資訊的複雜度使其更易讀的方法。若網站介面設計能搭配使用者的認知，將有助網站設計出能降低複雜度又易讀的網頁，幫助使用者完成任務。因此，研究目的為瀏覽者是如何知覺與認知複雜的網頁？網頁介面的版面配置設計的好不好？研究問題為腦中模版是否影響網頁瀏覽？找出降低資訊複雜度的螢幕設計的原則？
     本研究分別設計四個實驗驗證四個假設，實驗一的目的是驗證使用者腦中模板對資訊選擇有影響。方法是比較實驗未進行前，瀏覽者大腦中所認知的電子商務網頁配置概圖，得到瀏覽者腦中既有的模板是什麼，再進行選擇注意實驗，比較瀏覽者畫出來電子商務網站的回憶圖與未進行實驗前的模板間的一致性。結論為模板與實際組的卡方值均為不顯著，因此，可以得知瀏覽者瀏覽電子商務網站時腦中的模板確實影響網頁選擇注意。
     實驗二的目的是驗證使用者因為任務需要不同資訊的選擇策略對造成其網頁的認知不同；方法是實驗中透過使用者進行搜尋的任務中，根據其瀏覽策略將搜尋任務第一頁的瀏覽與最後一頁不同的瀏覽目標，因要達成的選擇策略不同所以其選擇注意不同。結論為第一頁與最後一頁的的瀏覽分析可以得知不同資訊的選擇策略將影響網頁介面的螢幕配置認知。
     實驗三的目的螢幕配置會影響選擇注意。方法計算文獻整理的六個指標的理論值之後，實証為讓使用者到四個國家的yahoo網頁進行任務，會因網頁配置不同，影響使用者對四個不同國家的yahoo網頁的認知選擇注意不同。結論為四個國家卡方值為顯著，表示四個國家的介面配置不同確實會影響不同的選擇注意。
     實驗四的目的証明網頁設計易讀性理論值與實證的順序是相同的。方法計算文獻整理的六個指標的理論值之後，實証為將四個日韓台美不同的yahoo網頁的配置，兩個為一組，分六組進行實驗，以了解四個國家網頁哪個配置讓瀏覽者較容易閱讀。結論為理論的順序：日(0.099)>美(0.095)>台(0.086)>韓(0.078)；實證的順序：美>日>台>韓；日美優於台韓故順序一致。
     根據實驗的結論，我們知道使用者面對複雜的網頁資訊時，會根據腦中的模版來分析與過濾網頁上面的資訊，而且瀏覽者對於資訊的選擇確實會影響網頁螢幕的配置像對空白與色彩..等的差異，並且根據文獻找出的指標確實與實際狀況符合。所以，建議設計師在網頁layout設計，要按照使用者的工作任務經驗，及各工作任務的可能模版特質來設計資訊呈現內容。並根據六個整理出來的指標列為參考的網頁設計元素，將元素差異及元素關係的因素，如資訊在畫面上的位置、形成區塊的空白、框線、對比顏色、文字大小，以及關鍵詞等因素善加運用，按照工作任務性質，做適當安排。將有效降低使用者認知複雜度達成任務。
Due to the fast growth of information technology, website information has become richer and more complex, and this piece of research will target on two main related areas. One is to find out how those complicated webpage were cognized by their users? The other is to discuss whether if the existing webpage interface design is good or not, and how webpage information should be designed in order to reduce its complicity and make it easier to read. If the webpage interface is able to collocate with users’ cognition, it will help websites to create webpage with low complicity and ease of read, and thereby assisting users to complete their missions. Therefore, the research aim would be to understand how browsers sense and perceive webpage and its complicity. Is the interface and layout design suitable for such webpage? In addition, the key question is to ask if internet browsing would be affected by our brain templates, and to further find out the principles for low information complicity screen design.
     The research body consists of four experiments which are set to prove 4 hypotheses. First experiment is to prove that users’ brain templates have effects on the choices of information. The main method is to obtain the e-commerce webpage layout from browsers’ brain before carrying out any further tasks, and see what the initial templates look like. And then by taking the selective attention tests, to compare the similarity between the memorial mappings of the e-commerce website with the initial template. The result has shown that the chi-square values between template and real group are both not significant, therefore, it is predicted that when users are browsing e-commerce websites, the brain templates do have effects on webpage selective attention.
     Experiment two aims to examine if differences in webpage cognition occur as users could have various choices of information due to different needs. When users browse the internet, because of the targets change, the strategies used in first page and last page also differs, and so does the selective attention. To conclude, from the first and last pages browsing analysis we can know that different information choice strategies will have impacts on the webpage interface layout.
     Third experiment focuses on the display layout which affects selective attentions. By calculating six theoretical values from indicators in literature reviews, and in order to prove the theory users are asked to carry out missions on Yahoo! websites in four countries, and because the webpage layouts are different, the users’ selective attentions also varies in these four countries. The chi-square values of the four countries are significant, which means different webpage layout will alter selective attentions.
     The last one proves that the theoretical values of legibility in webpage design are proportional to the case studies. In order to understand which Yahoo! website is the easiest to read out of these four countries, they were divided into groups of two and carried out six sets of experiments. Theoretical result shows that Japan (0.099)>US (0.095)>Taiwan (0.086)>Korea (0.078), where practical result shows US>Japan>Taiwan>Korea, and therefore both proved that US and Japan are better than Taiwan and Korea.
     According to the results of experiments, we can know that when users face complex web information, they tend to use the templates created in their brain to analyze and filter those information, and the choices of information that browsers made do affect webpage and screen layout, such as different spacing and coloring; which just corresponds with our literature indications. Hence, when designing webpage layout, designers are recommended to demonstrate the content by following users’ actual experiences, plus some possible behaviors under different work and mission conditions. In addition, the six indicators should also be used as design references, and key factors such as the positioning of information, spacing, bordering, contrast, font sizes and keywords should also be taken into consideration in order to make appropriate arrangement to suit different work properties, which will lower the cognition complicity for users effectively, and thereby fulfill its tasks.
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描述 博士
國立政治大學
資訊管理學系
93356512
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0093356512
資料類型 thesis
dc.contributor.advisor 傅豐玲zh_TW
dc.contributor.advisor Fu, Fong Lingen_US
dc.contributor.author (Authors) 蘇秋紅zh_TW
dc.contributor.author (Authors) Su, Chiu Hungen_US
dc.creator (作者) 蘇秋紅zh_TW
dc.creator (作者) Su, Chiu Hungen_US
dc.date (日期) 2010en_US
dc.date.accessioned 9-May-2016 15:17:49 (UTC+8)-
dc.date.available 9-May-2016 15:17:49 (UTC+8)-
dc.date.issued (上傳時間) 9-May-2016 15:17:49 (UTC+8)-
dc.identifier (Other Identifiers) G0093356512en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/95154-
dc.description (描述) 博士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 資訊管理學系zh_TW
dc.description (描述) 93356512zh_TW
dc.description.abstract (摘要) 由於資訊科技的進步，網頁資訊更豐富與複雜，本研究從兩方面，一方面找出複雜的網頁是如何被使用者所認知？另一方面網頁介面設計的好不好？該如何設計才能降低網頁資訊的複雜度使其更易讀的方法。若網站介面設計能搭配使用者的認知，將有助網站設計出能降低複雜度又易讀的網頁，幫助使用者完成任務。因此，研究目的為瀏覽者是如何知覺與認知複雜的網頁？網頁介面的版面配置設計的好不好？研究問題為腦中模版是否影響網頁瀏覽？找出降低資訊複雜度的螢幕設計的原則？
     本研究分別設計四個實驗驗證四個假設，實驗一的目的是驗證使用者腦中模板對資訊選擇有影響。方法是比較實驗未進行前，瀏覽者大腦中所認知的電子商務網頁配置概圖，得到瀏覽者腦中既有的模板是什麼，再進行選擇注意實驗，比較瀏覽者畫出來電子商務網站的回憶圖與未進行實驗前的模板間的一致性。結論為模板與實際組的卡方值均為不顯著，因此，可以得知瀏覽者瀏覽電子商務網站時腦中的模板確實影響網頁選擇注意。
     實驗二的目的是驗證使用者因為任務需要不同資訊的選擇策略對造成其網頁的認知不同；方法是實驗中透過使用者進行搜尋的任務中，根據其瀏覽策略將搜尋任務第一頁的瀏覽與最後一頁不同的瀏覽目標，因要達成的選擇策略不同所以其選擇注意不同。結論為第一頁與最後一頁的的瀏覽分析可以得知不同資訊的選擇策略將影響網頁介面的螢幕配置認知。
     實驗三的目的螢幕配置會影響選擇注意。方法計算文獻整理的六個指標的理論值之後，實証為讓使用者到四個國家的yahoo網頁進行任務，會因網頁配置不同，影響使用者對四個不同國家的yahoo網頁的認知選擇注意不同。結論為四個國家卡方值為顯著，表示四個國家的介面配置不同確實會影響不同的選擇注意。
     實驗四的目的証明網頁設計易讀性理論值與實證的順序是相同的。方法計算文獻整理的六個指標的理論值之後，實証為將四個日韓台美不同的yahoo網頁的配置，兩個為一組，分六組進行實驗，以了解四個國家網頁哪個配置讓瀏覽者較容易閱讀。結論為理論的順序：日(0.099)>美(0.095)>台(0.086)>韓(0.078)；實證的順序：美>日>台>韓；日美優於台韓故順序一致。
     根據實驗的結論，我們知道使用者面對複雜的網頁資訊時，會根據腦中的模版來分析與過濾網頁上面的資訊，而且瀏覽者對於資訊的選擇確實會影響網頁螢幕的配置像對空白與色彩..等的差異，並且根據文獻找出的指標確實與實際狀況符合。所以，建議設計師在網頁layout設計，要按照使用者的工作任務經驗，及各工作任務的可能模版特質來設計資訊呈現內容。並根據六個整理出來的指標列為參考的網頁設計元素，將元素差異及元素關係的因素，如資訊在畫面上的位置、形成區塊的空白、框線、對比顏色、文字大小，以及關鍵詞等因素善加運用，按照工作任務性質，做適當安排。將有效降低使用者認知複雜度達成任務。		zh_TW
dc.description.abstract (摘要) Due to the fast growth of information technology, website information has become richer and more complex, and this piece of research will target on two main related areas. One is to find out how those complicated webpage were cognized by their users? The other is to discuss whether if the existing webpage interface design is good or not, and how webpage information should be designed in order to reduce its complicity and make it easier to read. If the webpage interface is able to collocate with users’ cognition, it will help websites to create webpage with low complicity and ease of read, and thereby assisting users to complete their missions. Therefore, the research aim would be to understand how browsers sense and perceive webpage and its complicity. Is the interface and layout design suitable for such webpage? In addition, the key question is to ask if internet browsing would be affected by our brain templates, and to further find out the principles for low information complicity screen design.
     The research body consists of four experiments which are set to prove 4 hypotheses. First experiment is to prove that users’ brain templates have effects on the choices of information. The main method is to obtain the e-commerce webpage layout from browsers’ brain before carrying out any further tasks, and see what the initial templates look like. And then by taking the selective attention tests, to compare the similarity between the memorial mappings of the e-commerce website with the initial template. The result has shown that the chi-square values between template and real group are both not significant, therefore, it is predicted that when users are browsing e-commerce websites, the brain templates do have effects on webpage selective attention.
     Experiment two aims to examine if differences in webpage cognition occur as users could have various choices of information due to different needs. When users browse the internet, because of the targets change, the strategies used in first page and last page also differs, and so does the selective attention. To conclude, from the first and last pages browsing analysis we can know that different information choice strategies will have impacts on the webpage interface layout.
     Third experiment focuses on the display layout which affects selective attentions. By calculating six theoretical values from indicators in literature reviews, and in order to prove the theory users are asked to carry out missions on Yahoo! websites in four countries, and because the webpage layouts are different, the users’ selective attentions also varies in these four countries. The chi-square values of the four countries are significant, which means different webpage layout will alter selective attentions.
     The last one proves that the theoretical values of legibility in webpage design are proportional to the case studies. In order to understand which Yahoo! website is the easiest to read out of these four countries, they were divided into groups of two and carried out six sets of experiments. Theoretical result shows that Japan (0.099)>US (0.095)>Taiwan (0.086)>Korea (0.078), where practical result shows US>Japan>Taiwan>Korea, and therefore both proved that US and Japan are better than Taiwan and Korea.
     According to the results of experiments, we can know that when users face complex web information, they tend to use the templates created in their brain to analyze and filter those information, and the choices of information that browsers made do affect webpage and screen layout, such as different spacing and coloring; which just corresponds with our literature indications. Hence, when designing webpage layout, designers are recommended to demonstrate the content by following users’ actual experiences, plus some possible behaviors under different work and mission conditions. In addition, the six indicators should also be used as design references, and key factors such as the positioning of information, spacing, bordering, contrast, font sizes and keywords should also be taken into consideration in order to make appropriate arrangement to suit different work properties, which will lower the cognition complicity for users effectively, and thereby fulfill its tasks.		en_US
dc.description.tableofcontents 第一章 緒論 1
     第一節 研究背景與動機 1
     第二節 研究目的與問題 2
     第三節 研究架構與流程說明 3
     第四節 研究範圍與限制 5
     第二章 文獻探討 6
     第一節 資訊認知複雜與篩選方法 6
     一、資訊知覺複雜與認知複雜 6
     二、「模板比對」理論（template matching theory） 7
     三、特徵比對理論（feature-matching theory） 9
     四、資訊選擇 10
     第二節 資訊複雜與色彩複雜度和易讀性 12
     一、資訊複雜 12
     二、色彩複雜度 17
     三、網頁介面的螢幕配置設計 21
     四、網頁介面美觀評量 24
     五、網頁易讀性 31
     第三章 研究架構與假設 35
     第四章 實驗一 : 模板 38
     第一節 研究假設一 38
     第二節 變數定義與操作性定義 39
     一、自變數：人腦存在的首頁模板 39
     二、因變數：網頁首頁瀏覽 40
     三、控制變數：相同工作任務 40
     第三節 樣本 40
     第四節 實驗工具 40
     第五節 實驗流程 41
     第六節 分析方法：內容分析法 41
     一、實驗一回憶圖內容分析說明 41
     第七節 資料分析結果 44
     一、樣本分析 44
     二、模版統計分析 45
     第八節 小結 47
     第五章 實驗二 : 資訊選擇對網頁配置認知的影響 48
     第一節 研究假設二 48
     第二節 變數定義與操作性定義 50
     一、自變數：資訊瀏覽策略產生的子工作任務 50
     二、因變數：網頁螢幕配置設計 50
     三、控制變數 50
     第三節 樣本 51
     第四節 實驗工具 51
     第五節 實驗流程 51
     第六節 分析方法：內容分析法 52
     一、分析單位（recording unit） 52
     二、建立分析類目（define the categories） 53
     三、信度與效度 53
     四、實驗二回憶圖內容分析說明 55
     第七節 資料分析 60
     一、樣本分析 60
     二、回憶網頁內容分析 64
     第八節 小結 71
     第六章 實驗三 : 不同網頁介面模板的選擇注意 73
     第一節 研究假設三 73
     第二節 變數定義與操作性定義 74
     一、自變數：網頁介面的螢幕配置設計 74
     二、因變數：資訊瀏覽策略選擇 77
     三、控制變數 77
     第三節 樣本 77
     第四節 實驗工具 77
     一、易讀性指標分析 78
     第五節 實驗流程 83
     第六節 資料分析 83
     一、樣本分析 84
     二、回憶網頁內容分析 85
     第七節 小結 88
     第七章 實驗四：易讀性驗證實驗 90
     第一節 研究假設四 90
     第二節 變數定義與操作性定義 91
     一、自變數：網頁介面的螢幕配置設計 91
     二、因變數：網頁易讀 91
     三、控制變數：相同工作任務 91
     第三節 樣本 91
     第四節 實驗工具 92
     一、易讀性指標分析 93
     二、易讀性實驗工具 93
     第五節 實驗流程 94
     第六節 資料分析 95
     一、樣本分析 95
     二、易讀性問卷統計分析 97
     三、AHP 驗証分析 98
     第七節 小結 99
     第八章 結論 101
     第一節 研究結果與建議 101
     一、研究目的一 101
     二、研究目的二 103
     三、研究建議 105
     第二節 研究限制與後續研究建議 105
     參考文獻 107
     附錄 113
     附錄一：電子商務購物網站問卷調查 114
     附錄二：實驗一模板—基本資料與回憶圖 115
     附錄三：實驗一---模版與實際網頁回憶圖內容編碼表 116
     附錄四：實驗二—人口統計與網路使用經驗問卷 117
     附錄五：實驗二—網頁回憶圖卷 119
     附錄六：實驗二---網頁回憶圖內容編碼表 121
     附錄七：實驗二---網頁回憶圖內容編碼表 123
     附錄八：實驗三不同網頁介面模板—基本資料與回憶圖 125
     附錄九：實驗三---不同網頁介面模板回憶圖內容編碼表 126
     附錄十：實驗四---基本資料與易讀性問卷內容 127		zh_TW
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0093356512en_US
dc.subject (關鍵詞) 易讀性zh_TW
dc.subject (關鍵詞) 選擇注意zh_TW
dc.subject (關鍵詞) 複雜度zh_TW
dc.subject (關鍵詞) 螢幕配置zh_TW
dc.subject (關鍵詞) 電子市集zh_TW
dc.subject (關鍵詞) legibilityen_US
dc.subject (關鍵詞) selective attentionen_US
dc.subject (關鍵詞) screen layouten_US
dc.subject (關鍵詞) eMarketen_US
dc.title (題名) 螢幕配置對網頁易讀性與選擇注意力影響–以電子市集為例zh_TW
dc.title (題名) The impact of screen layout on legibility and selective attention：Take eMarket as an exampleen_US
dc.type (資料類型) thesisen_US
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