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題名 網站體驗之沉浸經驗與腦波分析
Flow Experience and Electroencephalography Analysis of Websites Usage
作者 陳思帆
貢獻者 梁定澎
Liang, Ting Peng
陳思帆
關鍵詞 網站品質
沉浸
滿意度
腦波
神經資訊系統
website quality
flow
satisfaction
EEG
neurological information systems
日期 2014
上傳時間 1-Jul-2015 14:44:09 (UTC+8)
摘要 在電子商務網站上，網站設計的品質是影響使用者體驗和滿意度的主要原因。
在過去許多現有的文獻已證實他們之間的關係。不過，大部分研究則是透過問卷調查法了解用戶的反應，也就是說用戶回應有可能不準確並且存在著主觀的共同方法偏誤。而近年來，隨著腦神經科學方法的進步，利用神經科學設備去收集使用者身理資訊在社會科學和資訊系統領域已越來越受到關注。因此有趣的是，比較行為和腦神經研究結果，可以讓我們去了解是否這個新方法會幫助我們洞察網站設計效果。
基於上述目的，本研究設計了一個在台灣和中國現有的網路購物網站的現場實驗。本研究利用行為和神經科學方法去收集沉浸體驗和使用者滿意度的資料。收集腦波數據的特殊儀器是單點腦電圖（EEG），它被用於測量專注度和放鬆度。在本研究模型包括五個主要的網站設計元素（方便，美感，內容，互動性和客製化）做為自變量，沉浸經驗作為中介變量，使用者滿意度作為因變量。行為研究結果發現所有網站設計元素五個設計因素有顯著影響的沉浸體驗、沉浸經驗有顯著正向影響使用者滿意度。然而在神經科學的研究則有不同的發現，網站設計元素僅有方便，內容和客製化對沉浸經驗有正向的顯著影響。雖然沉浸經驗（由專注質和放鬆來衡量）對使用者滿意度的影響仍然存在，但是總體變異被解釋的比例值則較低（從0.56降低到0.10）。本研究認為有兩種可能的解釋：第一種是，我們所使用的腦波測量可能無法像問卷調查可以完全涵括到到整體沉浸經驗。另外可能的解釋是，先前的研究關於沉浸體驗和使用者滿意度可能在分析資料時忽略了潛在的共同方法偏差問題。
另外為了解不同地區網站設計差異，我們分析台灣大陸地區網站資料，行為研究結果發現台灣購物網站設計元素(方便、互動性、客製化)顯著影響的沉浸體驗、而大陸購物網站則是在內容、美感、客製化構面有顯著影響的沉浸體驗，兩者沉浸經驗對使用者滿意度的影響都存在。詢問受測者實際體驗經驗歸納出網站設計特性與行為研究結果相呼應。研究發現台灣一般購物網站具有反應時間快、人性化介面設計、好用搜尋和商品推薦功能特性，業者可以豐富商品內容、改進網站美感提升顧客網站體驗經驗。大陸購物網站具有商品內容豐富、商品平價大眾化、優良推薦功能、界面分類清楚好操作、網站圖片大小適中，配色和文字令人感到舒服等特性，業者可以改進網站反應時間、將網站採用繁體文字、或是提供台灣族群熟悉的網站版型方便顧客與網站互動。
The quality of website design is a main factor that affects user experience and satisfaction with an e-commerce site. This has been confirmed by many existing literature. However, most of these studies are based on user response through questionnaire surveys. It is well-known that user responses are potentially inaccurate and are subjective to the common method bias. Recently, neuroscience method that takes advantage of neuro-scientific equipment to collect psychophysiological evidence has gained much attention in social sciences and information systems. Therefore, it is interesting to compare our findings from behavioral and neuroscience studies to see whether this new method may provide insights into our understanding of website design effect.
With the above purpose in mind, this study designed a field experiment on existing e-tailing websites in Taiwan and China. Both behavioral and neuroscience methods were applied to collect data about their flow experience and user satisfaction. The particular instrument for collecting brain wave data was a one-point electro-encephalogram (EEG), which is useful for measuring attention and relaxation. Our research model includes five main website design factors (convenience, aesthetics, content, interactivity and customization) as independent variables, flow experience as a mediator, and user satisfaction as the dependent variable. Our results indicate that all five design factors had significant impact on the flow experience and the flow experience had significant positive effect on user satisfaction in our behavior study. Our neuroscience study, however, shows different findings: only convenience, content, and customization had positive impact on the flow experience. Although the effect of flow experience (measured by attention and relaxation) on user satisfaction still exist, but the R-square value is much lower (reduced from 0.56 to 0.10). We argue that there are two possible interpretations: one is that the measurement we used may not be able to capture the full flow experience as a questionnaire could do. Another alerting explanation is that previous research on flow experience and user satisfaction may have overlooked the potential common method bias issue in analyzing their data.
In order to understand the difference of website design in Taiwan and China, we analysis these data. Our behavioral study shows that Taiwan online shopping design factors( convenience、interactive、customization) had significant impact on the flow experience. And China online shopping design factors (content、aesthetic、customization) had significant impact on the flow experience. Both regions data shows that the flow experience had significant positive effect on user satisfaction.The behavior study result is consistent with the website design features that inquire about users shopping experience. This study found Taiwan shopping sites have these features that including quickly response time、user-friendly interface design、 easy to search and good product recommendation function. Managers can consider enriching commodity content and improving website aesthetic feeling, in order to improve customer website experience. China shopping sites have these features that including abundant commodity、inexpensive merchandise、excellent recommendation function、clear interface classification、 appropriate image size、comfortable colors and character. Managers can improved site response time、use traditional text or provide Taiwan user familiar site type to facilitate customer interaction with website.
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Gao, L., & Bai, X. (2014). Online consumer behaviour and its relationship to website atmospheric induced flow: Insights into online travel agencies in China.Journal of Retailing and Consumer Services.
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Guo, Y. M., & Poole, M. S. (2009). Antecedents of flow in online shopping: a test of alternative models. Information Systems Journal, 19(4), 369-390.
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(二) 中文文獻
朱璿瑾、江政祐、劉寧漢 (民102)。運用腦波識別專注狀態。資訊科技國際期刊，7，13-22。
郭德賓、周泰華、黃俊英(民 89)。服務業顧客滿意評量之重新檢測與驗證。中山管理評論，8，153-200。
陳映竹（民102），台灣網路商店經營現況分析。
楊璧瑜（民101），線上購物之現況與未來趨勢。

(三) 參考書籍
黃俊英（民92）。行銷學原理。台北：華泰。

(四) 參考網頁
ASAP閃電購物網
(http://www.asap.com.tw/)。
citiesocial 找好東西
(http://www.citiesocial.com/)。
亞馬遜-網路購物商城
(http://www.amazon.cn/)。
京東網路商城
(http://www.jd.com/)。
盛購有禮網
(http://www.lpdyz.com/)。
拍拍網 拍拍-拍出驚喜!
(www.paipai.com)。
禮上網 禮物挑選，創意生日禮物
(http://www.giftu.com.tw/)。
禮意久久網上禮品商城
(http://www.liyi99.com/)。
描述 碩士
國立政治大學
資訊管理研究所
101356017
103
資料來源 http://thesis.lib.nccu.edu.tw/record/#G1013560171
資料類型 thesis
dc.contributor.advisor 梁定澎zh_TW
dc.contributor.advisor Liang, Ting Pengen_US
dc.contributor.author (Authors) 陳思帆zh_TW
dc.creator (作者) 陳思帆zh_TW
dc.date (日期) 2014en_US
dc.date.accessioned 1-Jul-2015 14:44:09 (UTC+8)-
dc.date.available 1-Jul-2015 14:44:09 (UTC+8)-
dc.date.issued (上傳時間) 1-Jul-2015 14:44:09 (UTC+8)-
dc.identifier (Other Identifiers) G1013560171en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/76166-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 資訊管理研究所zh_TW
dc.description (描述) 101356017zh_TW
dc.description (描述) 103zh_TW
dc.description.abstract (摘要) 在電子商務網站上，網站設計的品質是影響使用者體驗和滿意度的主要原因。
在過去許多現有的文獻已證實他們之間的關係。不過，大部分研究則是透過問卷調查法了解用戶的反應，也就是說用戶回應有可能不準確並且存在著主觀的共同方法偏誤。而近年來，隨著腦神經科學方法的進步，利用神經科學設備去收集使用者身理資訊在社會科學和資訊系統領域已越來越受到關注。因此有趣的是，比較行為和腦神經研究結果，可以讓我們去了解是否這個新方法會幫助我們洞察網站設計效果。
基於上述目的，本研究設計了一個在台灣和中國現有的網路購物網站的現場實驗。本研究利用行為和神經科學方法去收集沉浸體驗和使用者滿意度的資料。收集腦波數據的特殊儀器是單點腦電圖（EEG），它被用於測量專注度和放鬆度。在本研究模型包括五個主要的網站設計元素（方便，美感，內容，互動性和客製化）做為自變量，沉浸經驗作為中介變量，使用者滿意度作為因變量。行為研究結果發現所有網站設計元素五個設計因素有顯著影響的沉浸體驗、沉浸經驗有顯著正向影響使用者滿意度。然而在神經科學的研究則有不同的發現，網站設計元素僅有方便，內容和客製化對沉浸經驗有正向的顯著影響。雖然沉浸經驗（由專注質和放鬆來衡量）對使用者滿意度的影響仍然存在，但是總體變異被解釋的比例值則較低（從0.56降低到0.10）。本研究認為有兩種可能的解釋：第一種是，我們所使用的腦波測量可能無法像問卷調查可以完全涵括到到整體沉浸經驗。另外可能的解釋是，先前的研究關於沉浸體驗和使用者滿意度可能在分析資料時忽略了潛在的共同方法偏差問題。
另外為了解不同地區網站設計差異，我們分析台灣大陸地區網站資料，行為研究結果發現台灣購物網站設計元素(方便、互動性、客製化)顯著影響的沉浸體驗、而大陸購物網站則是在內容、美感、客製化構面有顯著影響的沉浸體驗，兩者沉浸經驗對使用者滿意度的影響都存在。詢問受測者實際體驗經驗歸納出網站設計特性與行為研究結果相呼應。研究發現台灣一般購物網站具有反應時間快、人性化介面設計、好用搜尋和商品推薦功能特性，業者可以豐富商品內容、改進網站美感提升顧客網站體驗經驗。大陸購物網站具有商品內容豐富、商品平價大眾化、優良推薦功能、界面分類清楚好操作、網站圖片大小適中，配色和文字令人感到舒服等特性，業者可以改進網站反應時間、將網站採用繁體文字、或是提供台灣族群熟悉的網站版型方便顧客與網站互動。		zh_TW
dc.description.abstract (摘要) The quality of website design is a main factor that affects user experience and satisfaction with an e-commerce site. This has been confirmed by many existing literature. However, most of these studies are based on user response through questionnaire surveys. It is well-known that user responses are potentially inaccurate and are subjective to the common method bias. Recently, neuroscience method that takes advantage of neuro-scientific equipment to collect psychophysiological evidence has gained much attention in social sciences and information systems. Therefore, it is interesting to compare our findings from behavioral and neuroscience studies to see whether this new method may provide insights into our understanding of website design effect.
With the above purpose in mind, this study designed a field experiment on existing e-tailing websites in Taiwan and China. Both behavioral and neuroscience methods were applied to collect data about their flow experience and user satisfaction. The particular instrument for collecting brain wave data was a one-point electro-encephalogram (EEG), which is useful for measuring attention and relaxation. Our research model includes five main website design factors (convenience, aesthetics, content, interactivity and customization) as independent variables, flow experience as a mediator, and user satisfaction as the dependent variable. Our results indicate that all five design factors had significant impact on the flow experience and the flow experience had significant positive effect on user satisfaction in our behavior study. Our neuroscience study, however, shows different findings: only convenience, content, and customization had positive impact on the flow experience. Although the effect of flow experience (measured by attention and relaxation) on user satisfaction still exist, but the R-square value is much lower (reduced from 0.56 to 0.10). We argue that there are two possible interpretations: one is that the measurement we used may not be able to capture the full flow experience as a questionnaire could do. Another alerting explanation is that previous research on flow experience and user satisfaction may have overlooked the potential common method bias issue in analyzing their data.
In order to understand the difference of website design in Taiwan and China, we analysis these data. Our behavioral study shows that Taiwan online shopping design factors( convenience、interactive、customization) had significant impact on the flow experience. And China online shopping design factors (content、aesthetic、customization) had significant impact on the flow experience. Both regions data shows that the flow experience had significant positive effect on user satisfaction.The behavior study result is consistent with the website design features that inquire about users shopping experience. This study found Taiwan shopping sites have these features that including quickly response time、user-friendly interface design、 easy to search and good product recommendation function. Managers can consider enriching commodity content and improving website aesthetic feeling, in order to improve customer website experience. China shopping sites have these features that including abundant commodity、inexpensive merchandise、excellent recommendation function、clear interface classification、 appropriate image size、comfortable colors and character. Managers can improved site response time、use traditional text or provide Taiwan user familiar site type to facilitate customer interaction with website.		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 2
第三節 研究流程 4
第四節 論文架構 5
第二章 文獻探討 6
第一節 網站品質的研究 6
第二節 沉浸理論的研究 9
2.2.1.沉浸理論（Flow Theory） 9
2.2.2.沉浸的定義 9
2.2.3.沉浸與人機互動 12
第三節 腦波 13
2.3.1.腦波的概念 13
2.3.2.腦波儀的分類 13
2.3.3.腦波特性 14
2.3.4.腦機介面相關研究 15
第四節 滿意度的研究 17
2.4.1顧客滿意度之定義 17
第三章 研究方法 19
第一節 研究架構與假說 19
3.1.1網站品質 19
3.1.2沉浸 20
3.1.3網站品質對於沉浸的關係 20
3.1.4沉浸體驗對於滿意度的關係 21
第二節 研究方法 22
第三節 變數操作型定義 22
3.3.1自變項的操作型定義-網站品質 23
3.3.2中介變項的操作型定義-沉浸 25
3.3.3依變項的操作型定義-滿意度 26
第四節 實驗設計 27
3.4.1研究對象 27
3.4.2問卷設計 27
3.4.3實驗操作任務內容 28
3.4.4實驗網站 29
3.4.5實驗環境 39
3.4.6腦波偵測儀器 39
第五節 實驗流程 41
3.5.1.實驗準備階段 42
3.5.2.實驗實施階段 43
第四章 資料分析與討論 44
第一節 樣本基本資料描述 44
4.1.1 性別分析 44
4.1.2 年齡分析 44
4.1.3 學歷分析 45
4.1.4 生理狀態分析 45
4.1.5 一天上網頻率分析 46
4.1.6 購物頻率分析 47
第二節 信效度分析 47
4.2.1 單一構念檢定(Unidimensionality) 47
4.2.2 平均變異抽取量(AVE) 47
4.2.3 組合信度(CR) 48
第三節 腦波分析 55
第四節 研究模型驗證與結果 57
4.4.1模型一檢驗結果 57
4.4.2 模型二檢驗結果 58
4.4.3 模型三檢驗結果： 58
4.4.4 模型四檢驗結果： 59
4.4.5綜合上述四種模式彙整如下所示: 60
4.4.6 研究結果彙整 61
4.4.7 模型一－台灣網站檢驗結果： 62
4.4.8 模型一－大陸網站檢驗結果： 62
4.4.9 模型三－台灣網站檢驗結果： 63
4.4.10 模型三－大陸網站檢驗結果： 64
4.4.11綜合台灣大陸網站模式彙整如下所示: 65
4.4.12 台灣大陸網站研究結果彙整 66
第五章結論與建議 67
第一節 研究摘要 67
第二節 研究結果討論 68
5.2.1網站品質與沉浸的關係 69
5.2.2沉浸與滿意度的關係 70
5.2.3 腦波儀應用於網站體驗 70
5.2.4 不同模式的比較 72
5.2.5 台灣大陸網站模式探討 73
第三節 研究貢獻 76
5.3.1 學術上 76
5.3.2實務上 77
第四節 研究限制與建議 78
5.4.1 時間因素 78
5.4.2 實驗網站 78
5.4.3 情境因素 78
5.4.4 腦波的處理 78
第五節 未來研究方向 79
5.5.1輔以其他儀器應用於其它領域 79
5.5.2 深入探討特定設計元素的延伸議題 79
5.5.3應用在其他裝置的延伸議題 79
參考文獻 80
(一)英文文獻 80
(二)中文文獻 85
(三)參考書籍 86
(四)參考網頁 86
附錄一. 後側基本資料調查問卷 87
附錄二. 網站體驗調查問卷 88
附錄三. 任務內容 91
附錄四. 模式一結果 92
附錄五. 模式二結果 93
附錄六. 模式三結果 94
附錄七. 模式四結果 95
附錄八. 模式一結果_台灣網站 96
附錄九. 模式一結果_大陸網站 97
附錄十. 模式三結果_台灣網站 98
附錄十一.模式三結果_大陸網站 99		zh_TW
dc.format.extent 2537956 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G1013560171en_US
dc.subject (關鍵詞) 網站品質zh_TW
dc.subject (關鍵詞) 沉浸zh_TW
dc.subject (關鍵詞) 滿意度zh_TW
dc.subject (關鍵詞) 腦波zh_TW
dc.subject (關鍵詞) 神經資訊系統zh_TW
dc.subject (關鍵詞) website qualityen_US
dc.subject (關鍵詞) flowen_US
dc.subject (關鍵詞) satisfactionen_US
dc.subject (關鍵詞) EEGen_US
dc.subject (關鍵詞) neurological information systemsen_US
dc.title (題名) 網站體驗之沉浸經驗與腦波分析zh_TW
dc.title (題名) Flow Experience and Electroencephalography Analysis of Websites Usageen_US
dc.type (資料類型) thesisen
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(二) 中文文獻
朱璿瑾、江政祐、劉寧漢 (民102)。運用腦波識別專注狀態。資訊科技國際期刊，7，13-22。
郭德賓、周泰華、黃俊英(民 89)。服務業顧客滿意評量之重新檢測與驗證。中山管理評論，8，153-200。
陳映竹（民102），台灣網路商店經營現況分析。
楊璧瑜（民101），線上購物之現況與未來趨勢。

(三) 參考書籍
黃俊英（民92）。行銷學原理。台北：華泰。

(四) 參考網頁
ASAP閃電購物網
(http://www.asap.com.tw/)。
citiesocial 找好東西
(http://www.citiesocial.com/)。
亞馬遜-網路購物商城
(http://www.amazon.cn/)。
京東網路商城
(http://www.jd.com/)。
盛購有禮網
(http://www.lpdyz.com/)。
拍拍網 拍拍-拍出驚喜!
(www.paipai.com)。
禮上網 禮物挑選，創意生日禮物
(http://www.giftu.com.tw/)。
禮意久久網上禮品商城
(http://www.liyi99.com/)。		zh_TW