應用卡片分類與編輯距離法分析使用者心智模式與不同購物網站產品分類之一致性

Using Card Sorting and Edit Distance to Analyze the Consistency between User Mental Models and Product Classifications on Different Shopping Websites

彭紹軒(Shao-Hsuan Peng)

指導教授 ： 梁曉帆

國立臺北科技大學/管理學院/工業工程與管理研究所/碩士(2010年)

摘要

隨著電子商務和資訊技術的快速發展，使得上網購物的人口不斷增加，任何人不管任何時間都可以透過網際網路從購物網站中消費，上網購物所帶來的效益以及便利性更是過去傳統拍賣無法比擬的，本論文以台灣第一大購物網站奇摩YAHOO為例探討相關議題。網路購物中有著各式各樣的商品可選擇，但是消費者要如何在這麼龐大的商品中快速且正確的找到所需要的產品為本論文的目的。購物網站中的產品分類往往與消費者心中的認知有所不同，搜尋所需產品時造成困難，所以如何得知消費者心中對於產品分類的認知成為本論文的主要議題。本研究運用卡片分類法求得以使用者為中心的產品分類架構，與兩個購物網站相比較後以編輯距離法求得產品分類架構的差異，並且設計實驗作產品搜尋，驗證產品搜尋時間較短、點擊網頁連結次數較少，以使用者為中心的產品分類架構為優，實驗結果對購物網站產品分類方式有所幫助。

關鍵字

編輯距離法 ； 群集分析 ； 卡片分類 ； 購物網站 ； 產品分類

並列摘要

As the rapid development of electronic commerce and information technology, the population of online shopping is getting more and more. Everyone can buy products on the shopping websites through internet at any time. The benefits and conveniences of online shopping are huge that traditional auction is hard to achieve. This research was based on the biggest shopping website in Taiwan, Yahoo, to discuss related issues. There are various commodities can be chosen on the shopping website, however, how consumers find their needs rapidly and correctly among a huge set of commodities is the objective of this research. The product classification of shopping website is always different from the cognition of consumers, which leads to the difficulty for consumers to search the products they want. Therefore, the main issue of this research is to find out the consumers’ cognition of product classification. This research used card sorting to find out the categorization structure of consumer on shopping websites. After comparing the structure with two shopping websites, we used the edit distance to come up with the differences of categorization structure and design a product search experiment. Results showed that, compared to original web structures, subjects had a shorter product esearch time, less number of clicks on web-pages when they searched products on the web designed based on their mental models. The findings of this study should be helpful for the product classification of shopping websites.

並列關鍵字

Edit Distance ； Cluster Analysis ； Card Sorting ； Shopping Websites

參考文獻

[4] Beneventano, D., Magnani, S., Guerra, F., Vincini, M.,“A Framework for the Classification and the Reclassification of Electronic Catalogs,”Applied Computing, ACM Symposium, 2004. pp.114-127.

[5] Bergamaschi, S., Guerra, F., Vincini, M.,“A data integration framework for E-commerce product classification”Lecture Notes in Computer Science, 2002, pp.379-393.

[6] Deibel, K., Anderson, R., Anderson, R.,“Using edit distance to analyze card sorts,”Expert Systems, 22 (3), 2005, pp.129–138.

[9] Felix, B. T.,“The Repertory Grid Technique：A Method for the Study of Cognition in Information Systems,”MIS Quarterly, 2002, Vol. 26, No.1, pp.39-59.

[12] Kelly, G. A.,‘’The psychology of personal constructs,’’ New York：w. w. Norton, 1995.