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題名 網際網路瀏覽行為之研究
Browsing Behaviors on World Wide Web
作者 趙光正
貢獻者 傅豐玲
Fu, Fong-Ling
趙光正
關鍵詞 使用與滿足取向
瀏覽行為
Uses and gratifications approach
Browsing behaviors
日期 2000
上傳時間 10-May-2016 18:57:37 (UTC+8)
摘要 This study examined the context of browsing behaviors. According to uses-and gratifications approach, the motives of World Wilde Web (mentioned as WWW later) generate the expectations of the WWW and the other sources, which lead to differential patterns of browsing behaviors. On-line focus groups were performed three times in December 1999 and January 2000. The criterion used when we choose the respondents of the focus group is that they should have experienced in Internet at least one year. The purpose of the focus groups is to explore the context of browsing. In addition, an on-line survey was undertaken on and . The session of is from March 25, 2000 to April 20, 2000, and the session of is from April 11, 2000 to April 12, 2000. The primary purpose of the survey was to test hypotheses related to browsing motives, browsing strategy motives, and browsing activities. This study found that surfers were segmented into four groups according to the motives of WWW: ritualistic dominant motives, instrumental dominant motives, high motives, and low motives. Besides, the motives of browsing strategies ere probed in this study. Six factors of the motives of browsing strategies were extracted: to increase data completeness, to help awareness of site options, to avoid site redundancy or information duplicate, job factor, no scare at the loss in cyberspace, and to kill time in a high-speed or favorable site. These factors co-operated with browsing skills explaining medium to low variance of the browsing behaviors.
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Browsing in Hypertext: A Cognitive\r\nStudy. IEEE Transactions on Systems, Man. and Cybernetics, 22(5), Sept.-Oct, 865-883.\r\nCatledge, Lara D., & Pitkow, James E. (1995). Characterizing browsing strategies in the World-Wide Web. The Third International World-Wide Web Conference.[Online]. Available:http://www.igd.fhg.de/archive/1995www95/papersiSO/userpatternslUserPatterns.Paper4.formatted.html.\r\nChamey, T. Rachel (1996). Uses and gratifications of the Internet, M.Art thesis, Department of Telecommunication, Michigan State University.\r\nCatledge, L. and Pitkow, 1. (1995). Characterizing browsing strategies in the World Wide Web. In Proceedings of the Third International World Wide Web Conference, Darmstadt, Germany. [Online]. Available:http://www.igd.fhg.de/www/www95/papers180/userpattemslUserPatterns.Paper 4.formatted.html.\r\nConklin, E. 1. (1987). Hypertext: An introduction and survey. IEEE Computer, 20(9), 17-41.\r\nCove, J.F., & Walsh, B.C. (1988). 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描述 碩士
國立政治大學
資訊管理學系
資料來源 http://thesis.lib.nccu.edu.tw/record/#G91NCCV6162012
資料類型 thesis
dc.contributor.advisor 傅豐玲zh_TW
dc.contributor.advisor Fu, Fong-Lingen_US
dc.contributor.author (Authors) 趙光正zh_TW
dc.creator (作者) 趙光正zh_TW
dc.date (日期) 2000en_US
dc.date.accessioned 10-May-2016 18:57:37 (UTC+8)-
dc.date.available 10-May-2016 18:57:37 (UTC+8)-
dc.date.issued (上傳時間) 10-May-2016 18:57:37 (UTC+8)-
dc.identifier (Other Identifiers) G91NCCV6162012en_US
dc.identifier.uri (URI) https://ah.lib.nccu.edu.tw/item?item_id=108521-
dc.description (描述) 碩士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.abstract (摘要) This study examined the context of browsing behaviors. According to uses-and gratifications approach, the motives of World Wilde Web (mentioned as WWW later) generate the expectations of the WWW and the other sources, which lead to differential patterns of browsing behaviors. On-line focus groups were performed three times in December 1999 and January 2000. The criterion used when we choose the respondents of the focus group is that they should have experienced in Internet at least one year. The purpose of the focus groups is to explore the context of browsing. In addition, an on-line survey was undertaken on and . The session of is from March 25, 2000 to April 20, 2000, and the session of is from April 11, 2000 to April 12, 2000. The primary purpose of the survey was to test hypotheses related to browsing motives, browsing strategy motives, and browsing activities. This study found that surfers were segmented into four groups according to the motives of WWW: ritualistic dominant motives, instrumental dominant motives, high motives, and low motives. Besides, the motives of browsing strategies ere probed in this study. Six factors of the motives of browsing strategies were extracted: to increase data completeness, to help awareness of site options, to avoid site redundancy or information duplicate, job factor, no scare at the loss in cyberspace, and to kill time in a high-speed or favorable site. These factors co-operated with browsing skills explaining medium to low variance of the browsing behaviors.en_US
dc.description.tableofcontents INTRODUCTION..........13\r\nRESEARCH BACKGROUND..........13\r\nRESEARCH OBJECTS AND STATEMENT OF PROBLEMS..........15\r\nLITERATURE REVIEW..........16\r\nViewing Internet as Mass Medium..........16\r\nUSES AND GRATIFICATIONS: THE THEORY..........17\r\nGratifications..........17\r\nViewing Orientation..........19\r\nMedia Exposure..........19\r\nAudience Activities..........20\r\nTypologies of Media Use..........21\r\nCabelviewing..........23\r\nViewing Behaviors..........23\r\nViewing Styles..........24\r\nSelective Exposure..........25\r\nProgram Choice Process..........26\r\nOrienting Search..........26\r\nCONSUMER BEHAVIOR..........29\r\nPurchases as a Decision Process..........29\r\nProblem solving..........32\r\nAttribute Importance..........32\r\nBrand Switch..........32\r\nStore Atmosphere..........32\r\nWORLD WIDE WEB BROWSERSHIP..........34\r\nGratifications of Internet..........34\r\nWWW Activities..........34\r\nHypermedia CMEs..........36\r\nInteractivity..........36\r\nNavigation Activities..........37\r\nNavigation Path..........38\r\nNavigation Problem..........38\r\nBrowsing Motives..........41\r\nThe recurrence of Web page visits..........41\r\nBrowsing as Selectivity..........42\r\nBrowsing Strategy..........42\r\nMETHODOLOGY..........46\r\nMETHOD OF QUANLITATIVE APPROACH..........47\r\nMETHOD OF QUANTITATIVE APPROACH..........49\r\nThe Research Model..........49\r\nHypotheses..........54\r\nDefinitions of Measurement..........55\r\nPretest..........57\r\nSampling..........57\r\nData Collection..........57\r\nReliability..........58\r\nValidity..........58\r\nMissing Data Diagnosis..........59\r\nDetecting Outliers..........62\r\nNormality of Individual Variables..........63\r\nHomoscedasticity of individual variables..........64\r\nData Analysis..........64\r\nLimitations..........65\r\nRESULTS..........66\r\nRESULTS OF QUALITY APPROACH..........66\r\nPilot Test of Focus Group..........66\r\nThe 1st Time of focus group..........67\r\nThe 2nd time of focus group..........67\r\nRESULTS OF QUANTITATIVE APPROACH..........69\r\nGeneral Summary..........69\r\nClassification on WWW Motives..........71\r\nFactors of Browsing Strategy Motives..........78\r\nFactors of Browsing Orientation..........86\r\nFactors of Browsing Skills..........90\r\nFactors of Pre-selectivity..........93\r\nRelationship between WWW Motives and Browsing Strategy Motives..........94\r\nRelationship between WWW Motives and Browsing Orientation..........97\r\nRelationship between WWW Motives and Browsing Activities..........100\r\nRelationship between Demographics and WWW Motives..........103\r\nRelationship of Internet Ownership and Internet Exposure..........109\r\nRelationship between Demographics and Browsing Skills..........113\r\nRelationship between Internet Experience and Browsing Skills..........117\r\nRelationship between Internet Exposure and Browsing Skills..........119\r\nRelationship between Browsing Activities and their Predictors..........123\r\nRelationship among Browsing Activities..........136\r\nDISCUSSION..........143\r\nCONCLUSION..........148\r\nBIBLIOGRAPHY..........150\r\nAPPENDIXS..........157\r\nA1 QUESTIONNAIRE..........157\r\nB1 RECORDS OF 1ST FOCUS GROUP..........164\r\nB2 RECORDS OF 2ND FOCUS GROUP..........167\r\nC1 UNIVATE STATISTICS..........170\r\nC2 THE GRAPHICAL DISPLAY OF THE MISING DATA FOR EACH CASE THAT AS MISSING DATA..........171\r\nC3 COMPARISON OF COVARIATIONS OBTAINED WITH THE COMPLETE CASE(LISTWISE), ALL-AVAILBLE(PAIRWISE). AND EM IMPUTATION APPROAHCES..........172\r\nC4 TESTS OF NORMALITY..........183\r\nC5 SIGNIFICANT HETROSCEDASTIC OF VARIANCE OF SEPARATE VARIABLES..........184\r\nC6 MULTIPLE COMPARISONS FROM THE POST HOC PROCEDURES FOR THE RELATIONSHIP BETWEEN WWW MOTIVES AND BROWSING STRATEGY MOTIVES..........187\r\nC7 MULTIPLE COMPARISONS FROM THE POST OC PROCEDURES FOR THE RELATIONSHIP BETWEEN WWW MOTIVES AND BROWSING ACTIVITIES.......... 188\r\nC8 MULTIPLE COMPARSIONS FROM THE POST HOC PROCEDURES FOR THE THE RELATIONSHIP BETWEEN DEMOGRAPHICS AND WWW MOTIVES..........189\r\nC9 MULTIPLE REGRESSION OF BROWSING ACTIVITES AND IT PREDICTORS..........199zh_TW
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G91NCCV6162012en_US
dc.subject (關鍵詞) 使用與滿足取向zh_TW
dc.subject (關鍵詞) 瀏覽行為zh_TW
dc.subject (關鍵詞) Uses and gratifications approachen_US
dc.subject (關鍵詞) Browsing behaviorsen_US
dc.title (題名) 網際網路瀏覽行為之研究zh_TW
dc.title (題名) Browsing Behaviors on World Wide Weben_US
dc.type (資料類型) thesisen_US
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