3d電腦為社會行動者－透過巴南效應探討網路使用者與介面視覺元素之互動關係

Computers Are Social Actors-Using the Barnum Effect to Investigate Interaction between Web Users and the Visual Elements of Interfaces

溫芳瑜(Fang-Yu Wen) ； 許有真(Yu-Chen Hsu)

《資訊管理學報》 17卷2期 (2010/04) Pp. 29-56

https://doi.org/10.6382/JIM.201004.0029

摘要

電腦為社會行動者(CASA)典範指出，電腦可以經由介面來呈現出性格，且人類對待電腦就像對待真人一般，社會心理學中的理論能夠套用在人機互動情境下。本研究延續此典範，旨在探討在操弄視覺元素以呈現介面性格的人機互動情境下，是否依舊符合CASA典範。
本研究採實驗法進行資料蒐集，自變項為受測者與介面的內外向性格，應變項包含測驗結果符合程度、整體準確度、回測意願、感知之介面內外向性、喜愛量表介面程度、及互動經驗等。研究者先歸納出能呈現內外向性格的網頁視覺特徵，據以設計網頁介面，實驗中給予不同類型（正面、中性、負面）的訊息，並引入巴南效應為工具來測量受測者對系統的信任度。87位具內外向性格之受測者與其個性相似或互補之電腦介面互動後填寫問卷，結果以變異數進行分析。
實驗結果發現，在人機互動情境下仍然存在巴南效應。且操弄視覺元素特徵能夠成功表達出介面的內外向性格，而無論對於何種性格的使用者或何種類型的訊息，使用內向介面傳達訊息要比使用外向介面來得保險。就訊息的類型來看，傳達正面訊息時應該應用相似性吸引理論，傳達負面訊息時應該應用互補性吸引理論，以提高使用者對訊息的信任度。

關鍵字

人機互動 ； 電腦為社會行動者 ； 巴南效應 ； 人格特質

並列摘要

According to the paradigm of Computers Are Social Actors (CASA), an interface can be designed to represent the personality of a computer. Users can distinguish the personalities of the computer interfaces, and tend to treat computers like human beings. The present study applied the CASA paradigm to design a web interface by manipulating the visual elements.
This is an experimental study. The independent variables are introversion and extroversion of the subjects and interfaces. The dependent variables include degree of compliance of the scale results, scale accuracy, willingness to re-attend the test, perceived introversion and extroversion of the interfaces, degree of fondness with the interfaces, and experience of interaction. The researchers designed introverted and extroverted interfaces by manipulating visual elements. In order to measure the feelings of the subjects, this research used a new method-the Barnum Effect. Eighty-seven introverted and extroverted subjects participated in this study to interact with introverted and extroverted interfaces. After completing a fake scale, the subjects received favorable, neutral and unfavorable statements on the screen and then filled in the questionnaires. ANOVA was used as the statistical method to analyze the data.
The results show that the Barnum Effect does exist in Human-Computer Interaction. Manipulating visual elements can successfully represent the personality of interfaces. It is safer to use introverted interfaces to deliver messages to either extrovert or introvert users, no matter what kind of statements are used. When the conveyed information is positive, designers should apply the similarity-attraction theory in design; when the information is negative, designers can apply the complementarity theory to ensure the credibility to users.

並列關鍵字

Human-Computer Interaction ； Computers Are Social Actors ； Barnum Effect ； Personality

參考文獻

余伯泉譯、李茂興譯、Aronson, Elliot(2003)。社會心理學。台北市:弘智。

林崇宏(2000)。造型設計原理。台北市:視傳。

肯那利、卡迪盧蓓恩譯(1996)。人際溝通：目標本位取向。台北市:五南。

侯玉波(2003)。社會心理學。台北:五南。

計惠卿(2003)。數位學習之人機互動構面研析。隔空教育論叢。15，109-126。