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題名 以眼動儀探討銀行網頁「保險」目錄條設計對第一印象之影響
Investigating the impact of insurance menu design on first impressions in banking websites: An eye-tracking study作者 陳彥君
Chen, Yen-Chun貢獻者 彭金隆<br>林怡伶
Peng, Jin-Lung<br>Lin, Yi-Ling
陳彥君
Chen, Yen-Chun關鍵詞 銀行保險
眼動儀
使用者體驗
人機互動
第一印象
Bancassurance
Eye-tracking
User experience
HCI
First impression日期 2023 上傳時間 1-九月-2023 16:05:16 (UTC+8) 摘要 銀行保險（Bancassurance）代表銀行與保險公司之間的戰略聯盟，使它們能夠通過銀行人員銷售保險產品，從而實現互惠互利。本研究探討了銀行網站保險部分目錄設計對用戶吸引力和第一印象的影響。我們採用客觀的研究方法（眼動追蹤）和主觀的研究方法（問卷調查和訪談）來全面了解用戶行為。研究結果表明，在資訊密集的保險領域，透過優化用戶流程、實施明確的分類以及呈現易於理解的文字將有助於增強第一印象。值得注意的是，在這些因素中，提供清晰的分類被視為最關鍵的要素。
Bancassurance represents a strategic alliance between banks and insurance companies, enabling them to mutually benefit from selling insurance products through bank personnel. Our research explores the influence of catalog design in the insurance section of bank websites on user attractiveness and their initial impression. We strive to comprehensively understand user behavior by employing objective research methods (eye-tracking) and subjective research methods (questionnaires and interviews). The findings demonstrate that streamlining user flow, implementing clear categorization, and presenting easily understandable text in information-intensive domains like insurance contribute to an enhanced first impression. Notably, among these factors, the provision of clear categorization emerges as the most crucial element.參考文獻 Akhrian Syahidi, A., & Noor Asyikin, A. (2019). 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國立政治大學
風險管理與保險學系
110358010資料來源 http://thesis.lib.nccu.edu.tw/record/#G0110358010 資料類型 thesis dc.contributor.advisor 彭金隆<br>林怡伶 zh_TW dc.contributor.advisor Peng, Jin-Lung<br>Lin, Yi-Ling en_US dc.contributor.author (作者) 陳彥君 zh_TW dc.contributor.author (作者) Chen, Yen-Chun en_US dc.creator (作者) 陳彥君 zh_TW dc.creator (作者) Chen, Yen-Chun en_US dc.date (日期) 2023 en_US dc.date.accessioned 1-九月-2023 16:05:16 (UTC+8) - dc.date.available 1-九月-2023 16:05:16 (UTC+8) - dc.date.issued (上傳時間) 1-九月-2023 16:05:16 (UTC+8) - dc.identifier (其他 識別碼) G0110358010 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/147205 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 風險管理與保險學系 zh_TW dc.description (描述) 110358010 zh_TW dc.description.abstract (摘要) 銀行保險（Bancassurance）代表銀行與保險公司之間的戰略聯盟，使它們能夠通過銀行人員銷售保險產品，從而實現互惠互利。本研究探討了銀行網站保險部分目錄設計對用戶吸引力和第一印象的影響。我們採用客觀的研究方法（眼動追蹤）和主觀的研究方法（問卷調查和訪談）來全面了解用戶行為。研究結果表明，在資訊密集的保險領域，透過優化用戶流程、實施明確的分類以及呈現易於理解的文字將有助於增強第一印象。值得注意的是，在這些因素中，提供清晰的分類被視為最關鍵的要素。 zh_TW dc.description.abstract (摘要) Bancassurance represents a strategic alliance between banks and insurance companies, enabling them to mutually benefit from selling insurance products through bank personnel. Our research explores the influence of catalog design in the insurance section of bank websites on user attractiveness and their initial impression. We strive to comprehensively understand user behavior by employing objective research methods (eye-tracking) and subjective research methods (questionnaires and interviews). The findings demonstrate that streamlining user flow, implementing clear categorization, and presenting easily understandable text in information-intensive domains like insurance contribute to an enhanced first impression. Notably, among these factors, the provision of clear categorization emerges as the most crucial element. en_US dc.description.tableofcontents Abstract IChapter 1 Introduction 1Chapter 2 Related works 42.1 The complexity of insurance 42.1.1 From bancassurance to “e-bancassurance” 42.1.2 User journey of browsing insurance on banking website 42.2 First impression 62.2.1 The UI/UX design and first impression 62.2.2 Key factors that bring favorable first impression: beauty and usability 62.2.3 The simplicity in “beauty” 72.2.4 The simplicity in “usability” 82.2.5 The simplicity in “information quality” 102.2.6 Information architecture and the category design 112.2.7 Short summary 122.3 HCI(Human-computer interaction) 122.3.1 A/B testing 132.3.2 Survey research 132.3.3 Focus group 142.3.4 Eye-tracking technique 142.3.5 Short summary 16Chapter 3 Research development and frameworks 173.1 Conceptual Model 173.2 Effect of first impression and intention 18Chapter 4 Research design 204.1 Pre-experiment: Interviews 204.3 Phase 2: Eye-tracking experiment 214.3.1 Experiment process 244.3.2 AOI framing 254.3.3 Key performance indicators of eye-tracking experiment 26Chapter 5 Results 295.1 Opinion from pre-experiment interviews 295.2 Online questionnaire (Phase 1) result 305.3 Eye-tracking experiment (Phase 2) analysis 325.3.1 Task completion time analysis 325.3.2 Area of interest (AOI) analysis 395.3.3 Gaze pattern analysis 435.3.4 Self-report data analysis 485.4 Post-experiment interviews (including ranking process) 51Chapter 6 Discussion and Conclusion 556.1 Summary of findings 556.1.1 Findings of eye-tracking experiment 556.1.2 Findings of another HCI methods 566.2 Theoretical contributions 566.3 Practical implications 576.4 Limitations and future research 58Appendix 60Reference 87 zh_TW dc.format.extent 4261821 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0110358010 en_US dc.subject (關鍵詞) 銀行保險 zh_TW dc.subject (關鍵詞) 眼動儀 zh_TW dc.subject (關鍵詞) 使用者體驗 zh_TW dc.subject (關鍵詞) 人機互動 zh_TW dc.subject (關鍵詞) 第一印象 zh_TW dc.subject (關鍵詞) Bancassurance en_US dc.subject (關鍵詞) Eye-tracking en_US dc.subject (關鍵詞) User experience en_US dc.subject (關鍵詞) HCI en_US dc.subject (關鍵詞) First impression en_US dc.title (題名) 以眼動儀探討銀行網頁「保險」目錄條設計對第一印象之影響 zh_TW dc.title (題名) Investigating the impact of insurance menu design on first impressions in banking websites: An eye-tracking study en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) Akhrian Syahidi, A., & Noor Asyikin, A. (2019). Measuring User Assessments and Expectations: The Use of WebQual 4.0 Method and Importance-Performance Analysis (IPA) to Evaluate the Quality of School Websites. Journal of Information Technology and Computer Science, 4(1), 76–89. www.jitecs.ub.ac.idAllen, F., & Santomero, A. M. (2001). What do financial intermediaries do? Journal of Banking & Finance, 25(2), 271–294. https://doi.org/10.1016/S0378-4266(99)00129-6Andry, J. F., Christianto, K., & Wilujeng, F. R. (2019). Using Webqual 4.0 and Importance Performance Analysis to Evaluate E-Commerce Website. Journal of Information Systems Engineering and Business Intelligence, 5(1), 23. https://doi.org/10.20473/JISEBI.5.1.23-31Bargas-Avila, J. A., & Hornbæk, K. (2011). Old wine in new bottles or novel challenges? A critical analysis of empirical studies of User Experience. Conference on Human Factors in Computing Systems - Proceedings, 2689–2698. https://doi.org/10.1145/1978942.1979336Braddy, P. W., Meade, A. W., & Kroustalis, C. M. (2008). Online recruiting: The effects of organizational familiarity, website usability, and website attractiveness on viewers’ impressions of organizations. Computers in Human Behavior, 24(6), 2992–3001. https://doi.org/10.1016/J.CHB.2008.05.005Cappiello, A. (2020). The Digital (R)evolution of Insurance Business Models. American Journal of Economics and Business Administration, 12(1), 1–13. https://doi.org/10.3844/AJEBASP.2020.1.13Chaparro, B., & Phillips, C. (2009). Visual Appeal vs. Usability: Which One Influences User Perceptions of a Website More?Chen, L., & Pu, P. (2010). Eye-tracking study of user behavior in recommender interfaces. Lecture Notes in Computer Science (Including Subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics), 6075 LNCS, 375–380. https://doi.org/10.1007/978-3-642-13470-8_35/COVERCortinas, M., Cabeza, R., Chocarro, R., & Villanueva, A. (2019). Attention to online channels across the path to purchase: An eye-tracking study. Electronic Commerce Research and Applications, 36, 100864. https://doi.org/10.1016/J.ELERAP.2019.100864Davenport, T. (1997). Information Ecology. Mastering the Information and Knowledge Management. https://www.academia.edu/50279890/Information_Ecology_Mastering_the_Information_and_Knowledge_ManagementDong, J., Yin, L., Liu, X., Hu, M., Li, X., & Liu, L. (2020). Impact of internet finance on the performance of commercial banks in China. International Review of Financial Analysis, 72. https://doi.org/10.1016/J.IRFA.2020.101579Ebenezer, C. (2003). Usability evaluation of an NHS library website. Health Information and Libraries Journal, 20(3), 134–142. https://doi.org/10.1046/J.1365-2532.2003.00450.XEling, M., Lehmann, M., Eling, M., & Lehmann, M. (2018). The Impact of Digitalization on the Insurance Value Chain and the Insurability of Risks. The Geneva Papers on Risk and Insurance - Issues and Practice, 43(3), 359–396. https://doi.org/10.1057/S41288-017-0073-0Fiordelisi, F., & Ricci, O. (2012). Introduction. Bancassurance in Europe, 1–4. https://doi.org/10.1057/9780230358287_1Furst, K., Lang, W. W., & Nolle, D. E. (2012). Internet Banking: Developments and Prospects. SSRN Electronic Journal. https://doi.org/10.2139/SSRN.1988503Gullikson, S., Blades, R., Bragdon, M., McKibbon, S., Sparling, M., & Toms, E. G. (1999a). The impact of information architecture on academic web site usability. Electronic Library, 17(5), 293–304. https://doi.org/10.1108/02640479910330714Gullikson, S., Blades, R., Bragdon, M., McKibbon, S., Sparling, M., & Toms, E. G. (1999b). The impact of information architecture on academic web site usability. Electronic Library, 17(5), 293–304. https://doi.org/10.1108/02640479910330714Guo, F., Wang, X. S., Shao, H., Wang, X. R., & Liu, W. L. (2020). How User’s First Impression Forms on Mobile user Interface?: An ERPs Study. 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