aNobii網路書櫃使用者利用社會性導覽工具尋書及決策之研究

Investigation of aNobii users’searching and decision making with social navigational tools

何健豪(Jian-Hao He)

指導教授 ： 唐牧群

國立臺灣大學/文學院/圖書資訊學研究所/碩士(2011年)

https://doi.org/10.6342/NTU.2011.00664

摘要

本研究目的在分析讀者利用aNobil網路書櫃之尋書歷程，瞭解不同尋書途徑的瀏覽經驗，並歸納讀者所用的尋書線索及依賴之原因。另外，網路書櫃提供之社會性導覽工具，如網路書評及推薦星等，其參考價值及對尋書行為之影響，亦是探討重點。
研究發現讀者依據個人對書櫃及作者的了解選擇瀏覽對象，而在瀏覽過程中，書櫃使用者的閱讀品味及書籍偏好的相似度會影響瀏覽意願。分析尋書途徑對擴展閱讀涉獵範圍之影響，選擇相似書櫃之人數偏多，讀者較可接觸到閱讀偏好外之書籍。
尋書線索按特性分成書籍資訊及詮釋資訊二類，其中主題、作者及網路書評是讀者較常參考的尋書線索。主題及作者和個人主觀偏好有關，而網路書評可協助讀者獲得更多內容資訊及用作過濾書籍。相較下，推薦星等因評分主觀且標準不一，參考價值受到質疑。另外，讀者參考朋友的閱讀品味，對朋友推薦之圖書表示信任，其結果反應在線索─熟人推薦一項。

關鍵字

偏好 ； 決策 ； 經驗性商品 ； 社會性導覽工具 ； 網路書評 ； 推薦星等

並列摘要

The study set out to investigate users’ interaction with aNobii, an online social network site for book lovers. Specifically, it looked into users’ judgment and browsing behaviors when using three book discovery tools afforded by aNobii: “friends”, “similar bookshelves”, and “authors.”
A total of 34 participants took part in the study in which they were asked to use alternately with the three tools to look for books they found interesting. The participant’s screen activities was recorded and was reviewed jointly afterwards by the researcher and the participant during the post-search interview. They were asked about their choice criteria when choosing which bookshelves to browse and books to read. It was found that participants relied on different cues when choosing bookshelves with different book discovery tools. Among the three tools, “similar bookshelves” was found to be most effective in broadening one’s reading horizon. Friends’ bookshelves were also found to be an interesting book discovery tool. The participants judged the usefulness of friends’ bookshelves by their understanding of their tastes.
The influences of various cues such as topic, plot, author, online reader reviews and star ratings on their judgment were investigated. Topic and author were found to be most useful for judging the desirability of the works. While online book review was found to play an important role for users to infer the book content and filter out non-relevant titles, star rating was found to be less useful.

並列關鍵字

preference ； decision making ； experienced goods ； social navigational tools ； internet book review ； star rating

參考文獻

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