網站設計元素對於網站執行績效影響之分析

To Analyze the Influence of Website Design Elements on Website Performance

王東彥(Dong-Yan Wang)

指導教授 ： 陳銘崑

國立臺北科技大學/管理學院/商業自動化與管理研究所/碩士(2010年)

https://doi.org/10.6841/NTUT.2010.00351

摘要

隨著網路的蓬勃發展，未來整個世界會更趨向地球村化，網站平台更是企業欲接軌世界時最重要的關鍵。由文獻中發現，過去的研究主要著墨於網站設計、網站介面等，尚未完全針對網站設計元素去進行探討。因此本研究透過文獻的佐證與專家的訪談，先篩選出網站設計專家中較為重要的網站設計元素。透過實驗設計，將所篩選出的4個重要的網站設計元素，兩階層(High, Low)共16種組合，並以Google Website Optimizer分析，進行實驗。研究中共訪問了14位網站設計經驗豐富的資服業專家，釐清開發網站時重要的網站設計元素。於實驗階段共有412位受測者進行實驗，發現網站元素中，對於整體績效最重要者為「影片」元素，其次為超連結、標誌(logo)及圖像。其結果顯示整體組合之績效最好之組合為logo、影片及超連結等元素皆設置為High，圖像元素設置為Low之組合，共有76.9%的轉換率以及47.9%的改善程度。

關鍵字

網站設計 ； 網站設計元素 ； Google網站最佳化工具

並列摘要

With the rapid development of Internet, the future will be more towards the whole world of a global village, and the website platform is the most important key that a company wishes to connect to the world. Found in the literature, previous studies mentioned in web site design, web interface and so on, and not completely research for the site design elements. Therefore, this study through literatures and expert interviews selected the more important elements of site design. Through experimental design, the reaserch selected the four key elements of site design, the two groups (High, Low) of 16 combinations, and used to Google Website Optimizer to analyze the experiment. The research visited 14 web design information services industry experienced experts, to clarify the importance of site development web site design elements. In the experimental stage a total of 412 subjects, data suggestions website elements, the overall performance of the most important is the "movie" elements, followed by hyperlinks, logo, and images. The results show that the overall portfolio performance of the combination of the best logo, video and hyperlinks and other elements which are set to High, the image combination of elements set to Low, a total of 76.9% and 47.9% conversion rate of improvement.

並列關鍵字

Website design ； Website design elements ； Google Website Optimizer

參考文獻

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