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題名 購物網站個人化設計的眼動分析
Personalized Shopping Websites：An Eye Tracking Analysis
作者 邱靖婷
Chiu, Ching Ting
貢獻者 梁定澎
Liang, Ting Peng
邱靖婷
Chiu, Ching Ting
關鍵詞 購物網站
眼動
個人化
虛擬
Shopping Websites
Eye Tracking
Personalization
Avatar
日期 2015
上傳時間 1-九月-2015 16:10:15 (UTC+8)
摘要 本研究使用眼動儀器與神經科學的分析方式，探討網站設計時運用虛擬替身與個人化推薦而設計出不同的個人化購物網站，是否會影響使用者對網站親密度與產品購買意願上有不同感受。研究問題共有三個：1.網站個人化設計對網站親密度的影響程度。2.網站個人化設計對於產品購買意願的影響程度。3.使用者是否會注意到網站的個人化設計。研究結果發現個人化推薦會對網站親密度及購買意願產生正向影響，而虛擬替身則只會對親密感產生正面的影響。虛擬替身及個人化推薦都會提高消費者的對該區域的首次瀏覽時間。
The purpose of this study is to use eye tracking analysis to investigate whether different designs of shopping websites using personalization and avatar will influence users’ website intimacy and product buying attention. First, we want to know the relationship between personalized design and website intimacy. Second, we want to know the relationship between personalized design and product buying attention. The last one is whether users pay attention to personalized designs on websites. An experiment was conducted to evaluate the effect of personalized recommendation and avatar. The results indicate that personalization had positive impacts on users’ perceived intimacy, and users’ total gaze duration has positive effects on both website intimacy and product buying attention.
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描述 碩士
國立政治大學
資訊管理研究所
102356033
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0102356033
資料類型 thesis
dc.contributor.advisor 梁定澎zh_TW
dc.contributor.advisor Liang, Ting Pengen_US
dc.contributor.author (作者) 邱靖婷zh_TW
dc.contributor.author (作者) Chiu, Ching Tingen_US
dc.creator (作者) 邱靖婷zh_TW
dc.creator (作者) Chiu, Ching Tingen_US
dc.date (日期) 2015en_US
dc.date.accessioned 1-九月-2015 16:10:15 (UTC+8)-
dc.date.available 1-九月-2015 16:10:15 (UTC+8)-
dc.date.issued (上傳時間) 1-九月-2015 16:10:15 (UTC+8)-
dc.identifier (其他 識別碼) G0102356033en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/78059-
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) 102356033zh_TW
dc.description.abstract (摘要) 本研究使用眼動儀器與神經科學的分析方式，探討網站設計時運用虛擬替身與個人化推薦而設計出不同的個人化購物網站，是否會影響使用者對網站親密度與產品購買意願上有不同感受。研究問題共有三個：1.網站個人化設計對網站親密度的影響程度。2.網站個人化設計對於產品購買意願的影響程度。3.使用者是否會注意到網站的個人化設計。研究結果發現個人化推薦會對網站親密度及購買意願產生正向影響，而虛擬替身則只會對親密感產生正面的影響。虛擬替身及個人化推薦都會提高消費者的對該區域的首次瀏覽時間。zh_TW
dc.description.abstract (摘要) The purpose of this study is to use eye tracking analysis to investigate whether different designs of shopping websites using personalization and avatar will influence users’ website intimacy and product buying attention. First, we want to know the relationship between personalized design and website intimacy. Second, we want to know the relationship between personalized design and product buying attention. The last one is whether users pay attention to personalized designs on websites. An experiment was conducted to evaluate the effect of personalized recommendation and avatar. The results indicate that personalization had positive impacts on users’ perceived intimacy, and users’ total gaze duration has positive effects on both website intimacy and product buying attention.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 、研究目的與問題 2
第三節 、研究流程 3
第二章 、文獻探討 4
第一節 、虛擬替身 4
一 、虛擬替身定義 4
二 、虛擬替身相關研究 5
第二節 、個人化推薦 7
一 、個人化定義 7
二 、個人化推薦分類 7
三 、個人化推薦相關研究 9
第三節 、網站親密感 12
一 、網站親密感定義 12
二 、網站親密度相關研究 12
第四節 、產品購買意願 15
一 、產品購買意願定義 15
二 、產品購買意願相關研究 16
第五節 、眼球追蹤 18
一 、眼球追蹤起源 18
二 、眼球追蹤與視覺認知 20
三 、眼球運動的指標 22
四 、影響眼球運動的因素 24
五 、眼球追蹤儀器 26
六 、眼球追蹤相關應用 28
第三章 、研究方法 32
第一節 、研究架構與假說 32
一 、研究架構 32
二 、研究假說 32
第二節 、研究設計 34
第三節 、實驗變數定義與操作 35
一 、自變數操作-個人化推薦 35
二 、自變數操作-虛擬替身 35
三 、依變數測量-網站親密度 36
四 、依變數測量-產品購買意願 36
五 、依變數測量-瀏覽時間 37
第四節 、實驗設計 38
一 、實驗對象 38
二 、問卷設計 38
三 、實驗網站設計 38
四 、實驗環境 41
五 、實驗儀器 42
第五節 、實驗流程 43
一 、實驗準備階段 44
二 、實驗實施階段 45
第六節 、資料分析方式 47
一 、基本資料敘述統計 47
二 、眼動資料分析 47
三 、研究架構假說驗證 48
第四章 、分析結果 49
第一節 、基本資料敘述 49
第二節 、眼動資料分析 50
一 、行為結果 50
二 、網站親密感與產品購買意願 51
三 、總凝視時間(Total Gaze Duration) 52
四 、首次凝視時間(First Gaze Duration) 57
第三節 、研究假說檢定 61
第五章 、結論與建議 62
第一節 、研究結果 62
第二節 、研究貢獻 63
一 、學術貢獻 63
二 、實務貢獻 63
第三節 、研究限制 64
參考文獻 65
一、 中文文獻 65
二、 英文文獻 66
附錄一、會員註冊線上問卷 77
附錄二、行為調查問卷 78
附錄三、實驗 - 練習題案例之一 93
附錄四、實驗 – 正式實驗案例之一 95		zh_TW
dc.format.extent 2593535 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0102356033en_US
dc.subject (關鍵詞) 購物網站zh_TW
dc.subject (關鍵詞) 眼動zh_TW
dc.subject (關鍵詞) 個人化zh_TW
dc.subject (關鍵詞) 虛擬zh_TW
dc.subject (關鍵詞) Shopping Websitesen_US
dc.subject (關鍵詞) Eye Trackingen_US
dc.subject (關鍵詞) Personalizationen_US
dc.subject (關鍵詞) Avataren_US
dc.title (題名) 購物網站個人化設計的眼動分析zh_TW
dc.title (題名) Personalized Shopping Websites：An Eye Tracking Analysisen_US
dc.type (資料類型) thesisen
dc.relation.reference (參考文獻) 一、 中文文獻
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