評估社會性導覽工具對探索性檢索經驗之愉悅性的影響

Assessing the affective impact of social navigational tools in facilitating exploratory search

吳宛青(Wan-Ching Wu)

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(2010年)

https://doi.org/10.6342/NTU.2010.03356

摘要

本研究旨在檢視社會性導覽工具，包括推薦書籍、使用者標籤與書籍評論等，對網路書店探索性檢索經驗愉悅性的影響。本研究也探討社會性導覽工具對認知與決策行為的影響，以及探索性檢索經驗愉悅性對網路書店使用者之再訪意願的影響。為評估探索性檢索經驗的愉悅程度，本文納入沉浸理論的概念來反映使用者的情感層面經驗，並以實驗法進行實證研究。
本研究結論歸納如下:
1.當網路書店使用者進行探索性檢索時，網路書店介面若提供社會性導覽工具，將顯著地提升使用經驗的愉悅性。無論於量表分數或受試者自評結果層面，本研究皆顯示提供社會性導覽工具的網路書店帶給使用者更愉悅的使用經驗。
2. 本研究結果顯示探索性檢索經驗之愉悅性能某種程度地預測使用者對網路書店的再訪意願。當使用經驗愉悅性較高時，受試者願意再度造訪的意願便隨著升高，故當網路書店提供促使使用者陷入沉浸狀態的社會性導覽工具時，受試者的再訪意願較高。
3. 本研究發現社會性導覽工具對認知與決策行為有顯著的影響。當受試者使用提供社會性導覽工具的網路書店進行檢索時，他們的決策信心和新知獲得程度皆較使用未提供社會性導覽工具的網路書店時高。除此之外，利用提供社會性導覽工具的網路書店檢索時，使用者點擊社會性導覽工具和關鍵字檢索的次數亦較高。相對於好用性研究將滑鼠點擊與關鍵字檢索視為檢索成本的看法，本研究認為在探索性檢索任務中，社會性導覽工具反而有助於提升網路書店中的探索性活動。

關鍵字

社會性導覽工具 ； 愉悅性 ； 沉浸理論 ； 網路書店 ； 探索性檢索, 經驗性任務

並列摘要

The purpose of the study is to examine whether social navigational tools enhance the affective aspects of user experience when they engage in exploratory search with online bookstores. Theory of flow is applied to assess the affective aspects of exploratory search experience. Furthermore, the study also investigates the impact of users’ affective experience on revisit intention, and the impact of social navigational tools on users’ information processing as well as decision making behavior, in terms of decision confidence, gained knowledge and search effort.
Some major findings are as follows. Firstly, social navigational tools significantly affect the perceived pleasure derived from the search experience. Tasks completed with the interface equipped with social navigational tools led to higher degree of pleasure, and more subjects self-reported entering the flow state while using the interface with social navigational tools than the number of subjects who experienced flow when using the interface without social navigational tools.
Secondly, participants who experienced higher degree of pleasure, as measured by flow experience in this research, also have stronger revisit intention. The finding supports the postulation that an online service more conducive to flow experience will also obtain higher degree of customer loyalty.
Lastly, navigational tools exert evident impact on information processing and decision making behaviors. As subjects engaged in exploratory search with the interface equipped with social navigational tools, both their decision confidence and knowledge gained increased. More mouse clicks and searches were also recorded when the social navigational tools are made available. While these measures were conventionally considered, from usability perspective, indications of undesirable search costs, it is argued that the results show that the social navigational tools were more conducive to higher level of user online activities. In other words, they promoted higher level of exploratory activities.

並列關鍵字

social navigational tools ； pleasure of search ； affective search experience ； flow theory ； experiential task ； exploratory search ； online bookstore

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