在智慧型手機下，App商城資訊呈現格式對產品搜尋效能之影響 - 以眼球追蹤取向

The Effect of Information Format on Smart Phone App Stores ’Product Search Performance - An Eye-Tracking Approach

曹家瑋(Chia-Wei Tsao)

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.2013.00023

摘要

近幾年來隨著智慧型設備的發展，如何設計App商城的產品列表頁與瞭解其對消費者選購過程的影響，成為當前行動商務上的重要議題。典型的產品列表頁分為方格矩陣(Matrix)與條列式(List)。本研究進行實驗檢驗此兩種產品列表方式對搜尋效能及搜尋過程視線分佈的影響，並將個人對產品的涉入程度列為干擾變數探討。結果發現，排除個人對產品涉入程度的影響後，商品資訊以條列式呈現具有較高的搜尋效能，而以方格矩陣呈現較易吸引受測者關注圖示的元素。

關鍵字

資訊呈現格式 ； App商城 ； 產品列表頁 ； 眼球追蹤 ； 產品涉入

並列摘要

As the development of smart devices in recent years, how to design App store’s product list page and understand what the influence on consumer’s purchase process have become the important issue of modern mobile commerce. A typical product list page is divided into Matrix and List. In this research, an experiment on this two different product list page was conducted to examine the impact on search performance and sight distribution of search process, making the personal product involvement as moderator variable. The finding came out that Matrix format could engage consumer attention on icon element easier and List format could display product information having a superior search performance excluding the effect of personal product involvement.

並列關鍵字

Information display format ； App store ； product list page ； eye-tracking ； product involvement

參考文獻

文獻參考

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