購物網站瀏覽對使用者體驗影響之探討－以產品選單與介面複雜度為實驗因子

現代人的消費型態越來越多樣化，隨著網路購物科技的興起，消費者與網路購物的第一溝通橋梁便是購物網頁平台的介面。本研究將結合網購網站介面與使用者體驗，探討現今充斥大量資訊的購物網站介面對使用者取向的影響，本研究以目前網路常見之購物網站架構，作為此次實驗基礎。本研究首先了解購物網站首頁介面不同的產品分類方式選單，再以兩階段2⨯2實驗設計，針對不同使用者訪問模式進行探討：(1)目的性瀏覽與(2)無目的性瀏覽。前者以Cogulator建模工具衡量受測目的性使用之步驟時間、工作記憶負荷；後者以使用者體驗問卷量化受測者實驗操作結果。分別以圖標Icons、文標Labels與不同高低複雜度作為實驗因子，模擬四種線上購物網站介面原型。分析結果發現產品選單確實能夠影響使用者體驗，但發現台灣人普遍對於文標Labels的產品選單給予較高的評價，這可能與台灣常見的線上購物網站環境有關。使用者體驗與網站的後續使用性也呈現正向相關，使用者的感受與網站的回訪有正向的關聯性，但產品選單並不會因為整個體驗而促進網站的使用性，而是局部性的。而網頁介面的複雜度也確實會影響使用者對於網站介面環境的認知、理解產生影響。本研究認為儘管文標Labels的產品選單有較高的平均數，但圖標Icons產品選單平均數並沒有差太多，還是具有網站的導覽功能，就算未來購物網站形式轉換，使用者對於圖標的選單還是能夠快速學習，能夠成功引導消費者進入到所需的產品頁。

關鍵字

使用者介面；使用者體驗；購物網站；圖標；網頁複雜度；選單

並列摘要

The consumption patterns of modern people are becoming more and more diverse. With the rise of online shopping technology, the first communication bridge between consumers and online shopping is the interface of the shopping website. This research will combine the online shopping platform interface and user experience to explore the impact of the current shopping website interface that is full of information on user orientation. This research uses the current online shopping website architecture as the basis of this experiment. In this research, we first understand the different product classification menus on the homepage interface of the shopping website, and then uses a two-stage 2⨯2 experimental design to explore different user access patterns: (1) purposeful browsing and (2) purposeless browsing. The former uses the Cogulator modeling tool to measure the step time and working memory load of the tested purposeful use; the latter uses the user experience questionnaire to quantify the experimental operation results of the subjects. Using icons, labels and different levels of complexity as experimental factors, respectively, four online shopping website interface prototypes are simulated. The analysis results found that the product menu can indeed affect the user experience, but it is found that Taiwanese generally give a higher evaluation to the product menu of the label, which may be related to the environment of common online shopping websites in Taiwan. The user experience and the subsequent usability of the website are also positively correlated. The user’s feelings are positively related to the return visits of the website, but the product menu does not promote the usability of the website because of the entire experience, but is local of. The complexity of the web interface will indeed affect users' cognition and understanding of the environment of the web interface. This study believes that although the labels menu has a high average number, the average number of icon product menus is not much different, and it still has a website navigation function. Even if the form of the shopping website changes in the future, the user can quickly learn the menu of icons, and can successfully guide consumers to the desired product page.