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題名 影響注意力和探索興趣的因素－資訊呈現之人機互動策略
Attracting Consumers’ Attention and Interest in Exploring: Does HCI Strategy Matter?
作者 巫宇涵
Wu, Yu Han
貢獻者 管郁君<br>林勝為
Huang, Eugenia<br>Lin, Sheng Wei
巫宇涵
Wu, Yu Han
關鍵詞 資訊呈現
人機互動
資訊處理
消費者行為
數位行銷
information presentation
human computer interaction
information processing
consumer behavior
digital marketing
日期 2016
上傳時間 1-Sep-2016 23:46:31 (UTC+8)
摘要 欲使傳遞之資訊產生效益，人願意確實閱讀資訊是首需且必需的，鑒於過去文獻多以閱讀與效益間的轉換為研究對象，本研究嘗試以人機互動角度，探討資訊呈現對注意力及對資訊的探索興趣的影響。本研究認為：資訊呈現的人機互動策略是影響人的注意力及探索興趣的重要因素。人機互動策略由干預模式策略和互動方案策略所組成，干預模式策略係指訊息被設計規劃成如何干預接收者正在從事當中的活動並呈現該訊息，本研究將干預模式分為三類：平行式干預、垂直式干預、重合式干預；互動方案策略係指訊息被設計規劃成需要接收者何種舉動而將訊息完整的傳達與呈現，本研究將互動方案分為兩類：閱讀導向互動方案、動作導向互動方案。本研究採用準實驗法，收集291份以行動裝置為環境之有效樣本進行分析。研究結果證實了資訊呈現的人機互動策略對注意力及探索興趣的影響，更發現不同干預模式及不同互動方案在注意力及探索興趣上的差異。學術上，本研究不僅證實人機互動對資訊呈現的影響，更提供人機互動策略明確的定義與分類，實務上，本研究能給予企業和行銷者在了解消費者行為上的一些洞見。
Aiming to understand the best approaches for drawing consumers’ attention and triggering their interest in exploring, this research argue that HCI strategies have an important effect on consumers’ reactions. To identify HCI strategies, two dimensions are considered: intervention mode and interaction scheme. Intervention mode refers to the way that messages intervene in the consumers’ ongoing activities, whereas interaction scheme refers to the communication acts required from the consumers after the initial intervention. A quasi-experiment with a 3 (including parallel, vertical and coincide intervention modes) x 2 (including read-oriented and action-oriented interaction schemes) within-subjects factorial design in a mobile context is employed. Result shows that HCI strategy does affect consumer’s attention and their interest in exploring. The different effects on customers’ reaction between HCI strategies are found as well. This research not only verifies the influence between information presentation and human computer interaction, but establishes a well classification of HCI strategy for academics. Our findings also provide some insights in understanding information processing and consumer behavior for practices.
參考文獻 AMA, Definition of Marketing, Retrieved December 21, from https://www.ama.org/AboutAMA/Pages/Definition-of-Marketing.aspx
Atkinson, R. C., & Shiffrin, R. M. (1968). Human memory: A proposed system and its control processes. The psychology of learning and motivation, 2, 89-195.
Berlyne, D. E. (1960). Conflict, arousal, and curiosity.
Carlson, M. (2014). When news sites go native: Redefining the advertising–editorial divide in response to native advertising. Journalism, 1464884914545441.
Chan, J. C., Jiang, Z., & Tan, B. C. (2010). Understanding online interruption-based advertising: Impacts of exposure timing, advertising intent, and brand image. Engineering Management, IEEE Transactions on, 57(3), 365-379.
Cho, C. H., & Cheon, H. J. (2004). Why Do People Avoid Advertising on the Internet?. Journal of Advertising, 89-97.
Daft, R. L., & Lengel, R. H. (1983). Information richness. A new approach to managerial behavior and organization design (No. TR-ONR-DG-02). TEXAS A AND M UNIV COLLEGE STATION COLL OF BUSINESS ADMINISTRATION.
DeFleur, M. L. (1966). Theories of Mass Communication, New York: David McKay.
Deng, Z., & Luo, L. (2007). An exploratory discuss of new ways for competitive intelligence on WEB2. 0. In Integration and Innovation Orient to E-Society Volume 2 (pp. 597-604). Springer US.
Dentsu Inc., Digitization changing the consumer purchasing process: From AIDMA to AISAS, Retrieved October 15, from http://www.dentsu.com/ir/marketing/pdf/AR2006_E6.pdf.
Drucker, P. F. (1974). Management: Tasks. Responsibilities, Practices, 523.
Ducoffe, R. H. (1996). Advertising value and advertising on the web. Journal of advertising research, 36(5), 21-35.
Edwards, S. M., Li, H., & Lee, J. H. (2002). Forced exposure and psychological reactance: Antecedents and consequences of the perceived intrusiveness of pop-up ads. Journal of Advertising, 31(3), 83-95.
Engel, J. F., Blackwell, R. D., & Kollat, D. T. (1968). Consumer Behavior, New York. Eşi, M., Nedelea, A.-M.,(2014) Mission of business organiyations and the social-economic entrepreneurship, 252.
Fortin, D. R., & Dholakia, R. R. (2005). Interactivity and vividness effects on social presence and involvement with a web-based advertisement. Journal of business research, 58(3), 387-396.
Gauzente, C. (2010). The intention to click on sponsored ads—A study of the role of prior knowledge and of consumer profile. Journal of Retailing and Consumer Services, 17(6), 457-463.
Goldhaber, M. H. (1997). The attention economy and the net. First Monday,2(4).
Hall, S. R. (1921). The Advertising Handbook: A Reference Work Covering the Principles and Practices of Advertising. McGraw-Hill book Company, Incorporated.
Hawkins, D., & Mothersbaugh, D. (2009). Consumer behavior building marketing strategy. McGraw-Hill.
Highhouse, S., Brooks, M. E., & Gregarus, G. (2009). An organizational impression management perspective on the formation of corporate reputations.Journal of Management, 35(6), 1481-1493.
Hinkin, T. R. (1998). A brief tutorial on the development of measures for use in survey questionnaires. Organizational research methods, 1(1), 104-121.
Hoffman, D. L., & Novak, T. P. (1996). Marketing in hypermedia computer-mediated environments: conceptual foundations. The Journal of Marketing, 50-68.
Kotler, P., & Armstrong, G. (2010). Principles of marketing. Pearson Education.
Lee, J., & Ahn, J. H. (2012). Attention to banner ads and their effectiveness: An eye-tracking approach. International Journal of Electronic Commerce, 17(1), 119-137.
Lee, Y. E., & Benbasat, I. (2004). A framework for the study of customer interface design for mobile commerce. International Journal of Electronic Commerce, 8(3), 79-102.
Levy, M. (2009). WEB 2.0 implications on knowledge management. Journal of knowledge management, 13(1), 120-134.
Logan, G. D. (1992). Attention and preattention in theories of automaticity. The American journal of psychology, 317-339.
McGuire, W. J. (1968). Personality and attitude change: An information-processing theory. Psychological foundations of attitudes, 171-196.
Nunnally, J. C., & Bernstein, I. H. (1994). The assessment of reliability.Psychometric theory, 3(1), 248-292.
Ono, A., Nakamura, A., Okuno, A., & Sumikawa, M. (2012). Consumer motivations in browsing online stores with mobile devices. International Journal of Electronic Commerce, 16(4), 153-178.
O`reilly, T. (2007). What is Web 2.0: Design patterns and business models for the next generation of software. Communications & strategies, (1), 17.
Pieters, R., & Wedel, M. (2004). Attention capture and transfer in advertising: Brand, pictorial, and text-size effects. Journal of Marketing, 68(2), 36-50.
Shannon, C. E., & Weaver, W. (1949). The mathematical theory of information.
Sharma, S. (1995). Applied multivariate techniques. John Wiley & Sons, Inc..
Sousa, R., & Voss, C. A. (2006). Service quality in multichannel services employing virtual channels. Journal of Service Research, 8(4), 356-371.
Tieben, R., Bekker, T., & Schouten, B. (2011, July). Curiosity and interaction: making people curious through interactive systems. In Proceedings of the 25th BCS Conference on Human-Computer Interaction (pp. 361-370). British Computer Society.
Tsang, M. M., Ho, S. C., & Liang, T. P. (2004). Consumer attitudes toward mobile advertising: An empirical study. International Journal of Electronic Commerce, 8(3), 65-78.
Wei, P. S., & Lu, H. P. (2013). An examination of the celebrity endorsements and online customer reviews influence female consumers’ shopping behavior.Computers in Human Behavior, 29(1), 193-201.
Williams, F., Rice, R. E., & Rogers, E. M. (1988). Research methods and the new media. Simon and Schuster.
Winter, S. J., Saunders, C., & Hart, P. (2003). Electronic window dressing: Impression management with websites. European Journal of Information Systems, 12(4), 309-322.
Zaichkowsky, J. L. (1985). Measuring the involvement construct. Journal of consumer research, 341-352.
Zaichkowsky, J. L. (1994). The personal involvement inventory: Reduction, revision, and application to advertising. Journal of advertising, 23(4), 59-70.
描述 碩士
國立政治大學
資訊管理學系
103356016
資料來源 http://thesis.lib.nccu.edu.tw/record/#G1033560161
資料類型 thesis
dc.contributor.advisor 管郁君<br>林勝為zh_TW
dc.contributor.advisor Huang, Eugenia<br>Lin, Sheng Weien_US
dc.contributor.author (Authors) 巫宇涵zh_TW
dc.contributor.author (Authors) Wu, Yu Hanen_US
dc.creator (作者) 巫宇涵zh_TW
dc.creator (作者) Wu, Yu Hanen_US
dc.date (日期) 2016en_US
dc.date.accessioned 1-Sep-2016 23:46:31 (UTC+8)-
dc.date.available 1-Sep-2016 23:46:31 (UTC+8)-
dc.date.issued (上傳時間) 1-Sep-2016 23:46:31 (UTC+8)-
dc.identifier (Other Identifiers) G1033560161en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/101081-
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 (描述) 103356016zh_TW
dc.description.abstract (摘要) 欲使傳遞之資訊產生效益，人願意確實閱讀資訊是首需且必需的，鑒於過去文獻多以閱讀與效益間的轉換為研究對象，本研究嘗試以人機互動角度，探討資訊呈現對注意力及對資訊的探索興趣的影響。本研究認為：資訊呈現的人機互動策略是影響人的注意力及探索興趣的重要因素。人機互動策略由干預模式策略和互動方案策略所組成，干預模式策略係指訊息被設計規劃成如何干預接收者正在從事當中的活動並呈現該訊息，本研究將干預模式分為三類：平行式干預、垂直式干預、重合式干預；互動方案策略係指訊息被設計規劃成需要接收者何種舉動而將訊息完整的傳達與呈現，本研究將互動方案分為兩類：閱讀導向互動方案、動作導向互動方案。本研究採用準實驗法，收集291份以行動裝置為環境之有效樣本進行分析。研究結果證實了資訊呈現的人機互動策略對注意力及探索興趣的影響，更發現不同干預模式及不同互動方案在注意力及探索興趣上的差異。學術上，本研究不僅證實人機互動對資訊呈現的影響，更提供人機互動策略明確的定義與分類，實務上，本研究能給予企業和行銷者在了解消費者行為上的一些洞見。zh_TW
dc.description.abstract (摘要) Aiming to understand the best approaches for drawing consumers’ attention and triggering their interest in exploring, this research argue that HCI strategies have an important effect on consumers’ reactions. To identify HCI strategies, two dimensions are considered: intervention mode and interaction scheme. Intervention mode refers to the way that messages intervene in the consumers’ ongoing activities, whereas interaction scheme refers to the communication acts required from the consumers after the initial intervention. A quasi-experiment with a 3 (including parallel, vertical and coincide intervention modes) x 2 (including read-oriented and action-oriented interaction schemes) within-subjects factorial design in a mobile context is employed. Result shows that HCI strategy does affect consumer’s attention and their interest in exploring. The different effects on customers’ reaction between HCI strategies are found as well. This research not only verifies the influence between information presentation and human computer interaction, but establishes a well classification of HCI strategy for academics. Our findings also provide some insights in understanding information processing and consumer behavior for practices.en_US
dc.description.tableofcontents 第一章 緒論 1
第二章 文獻探討 4
第一節 人機互動 5
第二節 消費者行為 13
第三節 行銷與傳播 23
第三章 研究方法 29
第一節 研究架構 29
第二節 研究設計 32
第三節 資料分析方法 43
第四章 資料分析 44
第一節 敘述統計(Descriptive Statistics) 44
第二節 信度(Reliability) 47
第三節 推論統計(Inferential Statistics) 48
第四節 假說檢定結果 52
第五章 討論與結論 53
第一節 結果討論 53
第二節 研究限制 58
第三節 研究方向建議 59
第四節 研究總結 59
參考文獻 60
附錄一：正式問卷內容 64
附錄二：捐款證明 76		zh_TW
dc.format.extent 2374329 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G1033560161en_US
dc.subject (關鍵詞) 資訊呈現zh_TW
dc.subject (關鍵詞) 人機互動zh_TW
dc.subject (關鍵詞) 資訊處理zh_TW
dc.subject (關鍵詞) 消費者行為zh_TW
dc.subject (關鍵詞) 數位行銷zh_TW
dc.subject (關鍵詞) information presentationen_US
dc.subject (關鍵詞) human computer interactionen_US
dc.subject (關鍵詞) information processingen_US
dc.subject (關鍵詞) consumer behavioren_US
dc.subject (關鍵詞) digital marketingen_US
dc.title (題名) 影響注意力和探索興趣的因素－資訊呈現之人機互動策略zh_TW
dc.title (題名) Attracting Consumers’ Attention and Interest in Exploring: Does HCI Strategy Matter?en_US
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) AMA, Definition of Marketing, Retrieved December 21, from https://www.ama.org/AboutAMA/Pages/Definition-of-Marketing.aspx
Atkinson, R. C., & Shiffrin, R. M. (1968). Human memory: A proposed system and its control processes. The psychology of learning and motivation, 2, 89-195.
Berlyne, D. E. (1960). Conflict, arousal, and curiosity.
Carlson, M. (2014). When news sites go native: Redefining the advertising–editorial divide in response to native advertising. Journalism, 1464884914545441.
Chan, J. C., Jiang, Z., & Tan, B. C. (2010). Understanding online interruption-based advertising: Impacts of exposure timing, advertising intent, and brand image. Engineering Management, IEEE Transactions on, 57(3), 365-379.
Cho, C. H., & Cheon, H. J. (2004). Why Do People Avoid Advertising on the Internet?. Journal of Advertising, 89-97.
Daft, R. L., & Lengel, R. H. (1983). Information richness. A new approach to managerial behavior and organization design (No. TR-ONR-DG-02). TEXAS A AND M UNIV COLLEGE STATION COLL OF BUSINESS ADMINISTRATION.
DeFleur, M. L. (1966). Theories of Mass Communication, New York: David McKay.
Deng, Z., & Luo, L. (2007). An exploratory discuss of new ways for competitive intelligence on WEB2. 0. In Integration and Innovation Orient to E-Society Volume 2 (pp. 597-604). Springer US.
Dentsu Inc., Digitization changing the consumer purchasing process: From AIDMA to AISAS, Retrieved October 15, from http://www.dentsu.com/ir/marketing/pdf/AR2006_E6.pdf.
Drucker, P. F. (1974). Management: Tasks. Responsibilities, Practices, 523.
Ducoffe, R. H. (1996). Advertising value and advertising on the web. Journal of advertising research, 36(5), 21-35.
Edwards, S. M., Li, H., & Lee, J. H. (2002). Forced exposure and psychological reactance: Antecedents and consequences of the perceived intrusiveness of pop-up ads. Journal of Advertising, 31(3), 83-95.
Engel, J. F., Blackwell, R. D., & Kollat, D. T. (1968). Consumer Behavior, New York. Eşi, M., Nedelea, A.-M.,(2014) Mission of business organiyations and the social-economic entrepreneurship, 252.
Fortin, D. R., & Dholakia, R. R. (2005). Interactivity and vividness effects on social presence and involvement with a web-based advertisement. Journal of business research, 58(3), 387-396.
Gauzente, C. (2010). The intention to click on sponsored ads—A study of the role of prior knowledge and of consumer profile. Journal of Retailing and Consumer Services, 17(6), 457-463.
Goldhaber, M. H. (1997). The attention economy and the net. First Monday,2(4).
Hall, S. R. (1921). The Advertising Handbook: A Reference Work Covering the Principles and Practices of Advertising. McGraw-Hill book Company, Incorporated.
Hawkins, D., & Mothersbaugh, D. (2009). Consumer behavior building marketing strategy. McGraw-Hill.
Highhouse, S., Brooks, M. E., & Gregarus, G. (2009). An organizational impression management perspective on the formation of corporate reputations.Journal of Management, 35(6), 1481-1493.
Hinkin, T. R. (1998). A brief tutorial on the development of measures for use in survey questionnaires. Organizational research methods, 1(1), 104-121.
Hoffman, D. L., & Novak, T. P. (1996). Marketing in hypermedia computer-mediated environments: conceptual foundations. The Journal of Marketing, 50-68.
Kotler, P., & Armstrong, G. (2010). Principles of marketing. Pearson Education.
Lee, J., & Ahn, J. H. (2012). Attention to banner ads and their effectiveness: An eye-tracking approach. International Journal of Electronic Commerce, 17(1), 119-137.
Lee, Y. E., & Benbasat, I. (2004). A framework for the study of customer interface design for mobile commerce. International Journal of Electronic Commerce, 8(3), 79-102.
Levy, M. (2009). WEB 2.0 implications on knowledge management. Journal of knowledge management, 13(1), 120-134.
Logan, G. D. (1992). Attention and preattention in theories of automaticity. The American journal of psychology, 317-339.
McGuire, W. J. (1968). Personality and attitude change: An information-processing theory. Psychological foundations of attitudes, 171-196.
Nunnally, J. C., & Bernstein, I. H. (1994). The assessment of reliability.Psychometric theory, 3(1), 248-292.
Ono, A., Nakamura, A., Okuno, A., & Sumikawa, M. (2012). Consumer motivations in browsing online stores with mobile devices. International Journal of Electronic Commerce, 16(4), 153-178.
O`reilly, T. (2007). What is Web 2.0: Design patterns and business models for the next generation of software. Communications & strategies, (1), 17.
Pieters, R., & Wedel, M. (2004). Attention capture and transfer in advertising: Brand, pictorial, and text-size effects. Journal of Marketing, 68(2), 36-50.
Shannon, C. E., & Weaver, W. (1949). The mathematical theory of information.
Sharma, S. (1995). Applied multivariate techniques. John Wiley & Sons, Inc..
Sousa, R., & Voss, C. A. (2006). Service quality in multichannel services employing virtual channels. Journal of Service Research, 8(4), 356-371.
Tieben, R., Bekker, T., & Schouten, B. (2011, July). Curiosity and interaction: making people curious through interactive systems. In Proceedings of the 25th BCS Conference on Human-Computer Interaction (pp. 361-370). British Computer Society.
Tsang, M. M., Ho, S. C., & Liang, T. P. (2004). Consumer attitudes toward mobile advertising: An empirical study. International Journal of Electronic Commerce, 8(3), 65-78.
Wei, P. S., & Lu, H. P. (2013). An examination of the celebrity endorsements and online customer reviews influence female consumers’ shopping behavior.Computers in Human Behavior, 29(1), 193-201.
Williams, F., Rice, R. E., & Rogers, E. M. (1988). Research methods and the new media. Simon and Schuster.
Winter, S. J., Saunders, C., & Hart, P. (2003). Electronic window dressing: Impression management with websites. European Journal of Information Systems, 12(4), 309-322.
Zaichkowsky, J. L. (1985). Measuring the involvement construct. Journal of consumer research, 341-352.
Zaichkowsky, J. L. (1994). The personal involvement inventory: Reduction, revision, and application to advertising. Journal of advertising, 23(4), 59-70.		zh_TW