時間壓力與瀏覽行為類型對於產品資訊搜尋行為的影響-眼球追蹤取向

The Effect of Time Pressure and Type of Browsing on Product Information Search Behavior-An Eye-Tracking Approach

陳昱宏(Yu-Hong Chen)

指導教授 ： 戴榮賦

國立暨南國際大學/管理學院/資訊管理學系/碩士(2013年)

https://doi.org/10.6837/NCNU.2013.00022

摘要

日常生活中，我們常在電子商務環境下進行快速決策，造成使用者感到時間壓力。因此，本研究為探討不同時間壓力和瀏覽類型下，電子商務網站使用者之資訊搜尋行為。實驗設計採用時間壓力（時間壓力高對照時間壓力低），與瀏覽類型（目標導向瀏覽行為，對照經驗導向瀏覽行為）作為兩受測者間之因子；並利用眼動追蹤技術，與自行開發的實驗系統，蒐集受測者對產品進行選擇時，產生之眼動資料。實驗的主要發現為：一，時間壓力較高時，使用者注視網頁資訊較少；二，目標導向使用者會產生目標性搜尋行為；而經驗導向使用者，則較為廣泛瀏覽網頁資訊。

關鍵字

時間壓力 ； 瀏覽類型 ； 眼動追蹤技術 ； 目標導向 ； 經驗導向

並列摘要

During our daily life, rapid decisions are often processed in E-commerce environments, which often produce time pressure to users. In that case, it is attempted to debate on information search behaviors of E-commerce website users in this thesis.
The two aspects adopted in the experiment are the time pressure (high time pressure versus low time pressure), and types of browsing (goal-direct browsing versus experience-direct browsing behaviors). Meanwhile, both the eye-track technology and a self-developed experiment system are adopted to collect the eye-movement data of test subjects.
The main discoveries in the experiment are: first, when the time pressure is higher, fixation of users onto the website materials is less; secondly, goal-direct users produce targeted search behaviors, while experience-direct users browse website materials more extensively.

並列關鍵字

Time Pressure ； Type of Browsing ； Eye-Track Technology ； Goal-Direct ； Experience-Direct

參考文獻

Bates, M. (2002). Speculations on Browsing, Directed Searching, and Linking in Relation to the Bradford Distribution. Emerging Frameworks and Methods: Proceedings of the Fourth International Conference on Conceptions of Library and Information Science (CoLIS 4).

Ben Zur, H. and S. J. Breznitz (1981). "The effect of time pressure on risky choice behavior." Acta Psychologica 47(2): 89-104.

Bodoff, D. (2006). "Relevance for browsing, relevance for searching." Journal of the American Society for Information Science and Technology 57(1): 69-86.

Chris Janiszewski (1998). "The Influence of Display Characteristics on Visual Exploratory Search Behavior." Journal of Consumer Research 25(3): 290-301.

Hoffman, D. L. and T. P. Novak (1996). "Marketing in Hypermedia Computer-Mediated Environments: Conceptual Foundations." Journal of Marketing 60(3): 50-68.