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題名 探討電商平台應用不同動態循環圖形對消費者之等待忍受度的影響
Exploring the influence of different loop motion graphics applied on e-commerce platform on consumers` waiting tolerance作者 黃宥穎
Huang, Yu-Ying貢獻者 鄭霈絨<br>廖峻鋒
Cheng, Pei-Jung<br>Liao, Chun-Feng
黃宥穎
Huang, Yu-Ying關鍵詞 使用者經驗
回饋延遲
動態圖形
等待忍受度
電子商務平台
User experience
Delayed feedback
Motion graphics
Waiting time tolerance
E-commerce日期 2022 上傳時間 5-Oct-2022 09:26:35 (UTC+8) 摘要 本研究為了解行動裝置上電子商務平台的消費者當發生用戶端網路延遲時，在等待介面應用不同類型的動態圖形指示器，是否影響他們的等待忍受度，以及會產生如何相對的情緒感受與使用者行為。因此，根據動態圖形的組成要素，設定「無提供指示器」、「環狀線形逆時鐘」、「環狀線形逆時鐘」、「方狀線形順時鐘」、「特色S字型線形」與「特色U字型線形」等指示器為樣本，記錄等待忍受時間與使用行為，並以開放式填答問卷調查等待過程中的情緒感受、行為動機、認知感受等資料，對等待忍受度與情緒進行深入探討。本研究採受試者間設計，招募180位年齡介於20至29歲的族群參與本研究實驗，分別調查消費者對六種樣本的等待忍受度與情緒差異。研究結果顯示：（1）在搜尋頁面中提供指示器，能夠讓消費者願意停留在搜尋頁面更久的時間；（2）較常見的「環狀線形順時鐘」指示器確實更能讓消費者忍受等待，顯示目前常用的線上等待指示器是能夠提高消費者的等待忍受度；（3）行動裝置使用者的等待忍受時間約介於15至27秒之間，較一般電腦使用者有更高的等待忍受度；（4）等待忍受的過程中，消費者們感受最強烈的是「不確定」的情緒；（5）在行動裝置的電商平台上發生網路延遲的情境下，消費者多會以「滑動螢幕」的行為來反應對等待的不耐。
The study investigates how different types of motion graphic indicators on the e-commerce interface of a mobile phone during the waiting process affects the waiting tolerance of consumers while they are experiencing client network latency, and what kind of emotion and user behaviors they will have. Therefore, based on the components of the motion graphics, the study design six different indicators as research samples, including "no indicator", "circular linear clockwise", "circular linear anticlockwise", "square linear clockwise", "S-shaped linear" and "U-shaped linear", to record the consumers’ waiting tolerance time and their behaviors, and understand their emotions behavioral motivation and cognition during the waiting process through questionnaire with open-ended questions. In this study, 180 people aged between 20 and 29 years old were recruited to participate in the experiment.The result shows that: (1) Providing indicators on searching pages of an e-commerce interface can make consumers stay longer on the page; (2) The common "circular linear clock" indicator is more tolerable for consumers to wait, indicating that the current common online waiting indicators do improve consumers` waiting tolerance; (3) The waiting tolerance time of the mobile device users is about 15 to 27 seconds, which is higher than the personal computer users; (4) "Uncertainty" is the strongest emotion that consumers felt during the waiting process; (5) In the case of network delay on an e-commerce platform of the mobile device, consumers tend to "slide the screen" frequently for reacting to the impatience of waiting situation.參考文獻 中文部分王莞甯(2021)·網購行為調查蝦皮使用率居冠、PChome單筆消費金額最高·Anue鉅亨網。https://news.cnyes.com/news/id/4648543未來流通研究所. 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The duration perception of loading applications in smartphone: Effects of different loading types. Applied ergonomics, 65, 223-232. https://www.sciencedirect.com/science/article/pii/S0003687017301485?via%3Dihub 描述 碩士
國立政治大學
數位內容碩士學位學程
109462010資料來源 http://thesis.lib.nccu.edu.tw/record/#G0109462010 資料類型 thesis dc.contributor.advisor 鄭霈絨<br>廖峻鋒 zh_TW dc.contributor.advisor Cheng, Pei-Jung<br>Liao, Chun-Feng en_US dc.contributor.author (Authors) 黃宥穎 zh_TW dc.contributor.author (Authors) Huang, Yu-Ying en_US dc.creator (作者) 黃宥穎 zh_TW dc.creator (作者) Huang, Yu-Ying en_US dc.date (日期) 2022 en_US dc.date.accessioned 5-Oct-2022 09:26:35 (UTC+8) - dc.date.available 5-Oct-2022 09:26:35 (UTC+8) - dc.date.issued (上傳時間) 5-Oct-2022 09:26:35 (UTC+8) - dc.identifier (Other Identifiers) G0109462010 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/142171 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 數位內容碩士學位學程 zh_TW dc.description (描述) 109462010 zh_TW dc.description.abstract (摘要) 本研究為了解行動裝置上電子商務平台的消費者當發生用戶端網路延遲時，在等待介面應用不同類型的動態圖形指示器，是否影響他們的等待忍受度，以及會產生如何相對的情緒感受與使用者行為。因此，根據動態圖形的組成要素，設定「無提供指示器」、「環狀線形逆時鐘」、「環狀線形逆時鐘」、「方狀線形順時鐘」、「特色S字型線形」與「特色U字型線形」等指示器為樣本，記錄等待忍受時間與使用行為，並以開放式填答問卷調查等待過程中的情緒感受、行為動機、認知感受等資料，對等待忍受度與情緒進行深入探討。本研究採受試者間設計，招募180位年齡介於20至29歲的族群參與本研究實驗，分別調查消費者對六種樣本的等待忍受度與情緒差異。研究結果顯示：（1）在搜尋頁面中提供指示器，能夠讓消費者願意停留在搜尋頁面更久的時間；（2）較常見的「環狀線形順時鐘」指示器確實更能讓消費者忍受等待，顯示目前常用的線上等待指示器是能夠提高消費者的等待忍受度；（3）行動裝置使用者的等待忍受時間約介於15至27秒之間，較一般電腦使用者有更高的等待忍受度；（4）等待忍受的過程中，消費者們感受最強烈的是「不確定」的情緒；（5）在行動裝置的電商平台上發生網路延遲的情境下，消費者多會以「滑動螢幕」的行為來反應對等待的不耐。 zh_TW dc.description.abstract (摘要) The study investigates how different types of motion graphic indicators on the e-commerce interface of a mobile phone during the waiting process affects the waiting tolerance of consumers while they are experiencing client network latency, and what kind of emotion and user behaviors they will have. Therefore, based on the components of the motion graphics, the study design six different indicators as research samples, including "no indicator", "circular linear clockwise", "circular linear anticlockwise", "square linear clockwise", "S-shaped linear" and "U-shaped linear", to record the consumers’ waiting tolerance time and their behaviors, and understand their emotions behavioral motivation and cognition during the waiting process through questionnaire with open-ended questions. In this study, 180 people aged between 20 and 29 years old were recruited to participate in the experiment.The result shows that: (1) Providing indicators on searching pages of an e-commerce interface can make consumers stay longer on the page; (2) The common "circular linear clock" indicator is more tolerable for consumers to wait, indicating that the current common online waiting indicators do improve consumers` waiting tolerance; (3) The waiting tolerance time of the mobile device users is about 15 to 27 seconds, which is higher than the personal computer users; (4) "Uncertainty" is the strongest emotion that consumers felt during the waiting process; (5) In the case of network delay on an e-commerce platform of the mobile device, consumers tend to "slide the screen" frequently for reacting to the impatience of waiting situation. en_US dc.description.tableofcontents 謝辭 I摘要 IIABSTRACT III目次 I表次 III圖次 V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 研究流程與步驟 3第四節 研究範圍與限制 4第二章 文獻探討 6第一節 線上等待忍受度 6第二節 等待介面的動態圖形 12第三節 搜尋回饋延遲的等待 29第四節 小結 32第三章 研究設計 34第一節 實驗流程與步驟 35第二節 等待忍受度研究假設與變項設定 43第三節 研究工具 53第四節 資料分析 55第四章 研究結果與討論 58第一節 前測結果分析 58第二節 使用者等待忍受度研究假設檢定 62第三節 使用者等待情緒 66第四節 使用者行為 68第五節 使用者開放式填答結果 69第六節 綜合討論 80第五章 研究結論與建議 87第一節 研究結論 87第二節 未來研究建議 88參考文獻 89附錄一 情緒量表與忍受度開放式填答問卷 96附錄二 實驗參與者知情同意書 98附錄三 等待忍受度分析結果 100附錄四 等待情緒分析結果 107 zh_TW dc.format.extent 5507957 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0109462010 en_US dc.subject (關鍵詞) 使用者經驗 zh_TW dc.subject (關鍵詞) 回饋延遲 zh_TW dc.subject (關鍵詞) 動態圖形 zh_TW dc.subject (關鍵詞) 等待忍受度 zh_TW dc.subject (關鍵詞) 電子商務平台 zh_TW dc.subject (關鍵詞) User experience en_US dc.subject (關鍵詞) Delayed feedback en_US dc.subject (關鍵詞) Motion graphics en_US dc.subject (關鍵詞) Waiting time tolerance en_US dc.subject (關鍵詞) E-commerce en_US dc.title (題名) 探討電商平台應用不同動態循環圖形對消費者之等待忍受度的影響 zh_TW dc.title (題名) Exploring the influence of different loop motion graphics applied on e-commerce platform on consumers` waiting tolerance en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 中文部分王莞甯(2021)·網購行為調查蝦皮使用率居冠、PChome單筆消費金額最高·Anue鉅亨網。https://news.cnyes.com/news/id/4648543未來流通研究所. 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