服飾購物網站之視窗與捲軸模式對使用者操作績效與偏好之影響

The Effects of Windows and Scrolling Modes on Users' Performance and Preference in the Websites for Fashion Shopping

曾美芬(Mei-Feng Tseng)

指導教授 ： 陳立杰

大同大學/設計學院/工業設計學系所/碩士(2005年)

摘要

隨著網路科技的發展，使用網路人口的普及，網站快速的成立，電子商務的出現提供了一種新的購物模式，使用者比以往有更多的選擇。在購物網站中，必須要呈現使用者真正想要得到的資訊，資訊與資訊間必須清楚的分類及搜尋資訊，才能在眾多的網站中才能脫穎而出，吸引更多的使用者。本研究將針對服飾網站的展示為主，探討服飾展示網站目錄展示頁面版面配置與購物功能頁之呈現形式對於使用者的績效及偏好之關係，以作為服飾網站展示設計時的建議。第一階段實驗由受測者進行服飾購物網站相似性分類，並以階層式群集分析法（Hierarchical Cluster Analysis）進行分析。分類完成後輔以開放性問卷的方式，請受測者寫出分群的依據及看法。第二階段的上機實驗，以目錄頁之版面「捲軸模式」：1.「水平捲軸」、2.「垂直捲軸」及3.「無捲軸」，與購物功能頁之「視窗模式」：1.「彈出視窗」、2.「無彈出視窗」，共六組實驗網頁樣本進行搜尋時間、及操作容易度、操作偏好、整體版面偏好度實驗。

由實驗結果分析得知，在搜尋時間上，雖然不同「視窗模式」與「捲軸模式」的組合對於搜尋時間的影響不顯著，但在操作容易度及操作偏好上卻有明顯之差異。在搜尋容易度方面，「捲軸模式」對於搜尋容易度有顯著影響，其中以「無捲軸模式」搭配「彈出視窗」的搜尋最為容易，「水平捲軸」搭配「彈出視窗」的操作容易度最差。在操作偏好部份，「捲軸模式」對於操作偏好有顯著差異，其中以「無捲軸模式」搭配「彈出視窗」之操作偏好評分最高，而「水平捲軸」搭配「彈出視窗」操作偏好度則較低；至於「捲軸模式」與「視窗模式」兩因數間有交互作用的存在，當「水平捲軸」搭配「無彈出視窗」操作偏好度高於搭配「彈出視窗」，而「垂直捲軸」搭配「彈出視窗」操作偏好度高於搭配「無彈出視窗」。整體版面配置部分，受測者比較六個網頁樣本的版面配置後，以「無捲軸模式」的整體版面配置最為喜歡。而「視窗模式」則對搜尋時間、操作容易度、操作偏好、整體版面配置偏好均無顯著差異。

關鍵字

服飾購物網站 ； 版面配置 ； 捲軸模式 ； 視窗模式

並列摘要

Shoppers are given more options than ever before following the substantial development of network technology, the rapid growth of the online population, the quick establishment of websites, and the emergence of new shopping models at the rise of e-commerce. It is essential for a shopping website to present well-classified and easy-to-search information that shoppers really need in order to get ahead of competitor’s websites and to attract more shoppers. This study thus investigated the interrelations between catalog layout and shopping functions presentation of fashion websites, and their effects on shopping efficiency and shopper preferences as a reference for the design of fashion website layout. In the first stage, respondents were asked to write down their reference and opinions of classifying after the fashion websites are sorted into categories, and the results were analyzed via a hierarchical cluster analysis. At the second stage, an online test was conducted to find out the search time, operation difficulty, operation preference and layout preference with 6 specimens divided into 2 groups: scroll mode—(1) horizontal scroll mode, (2) vertical scroll mode, and (3) no scroll mode; and window mode—(1) popup windows, and (2) non-popup windows.

Findings indicated that there was no significant influence on the search time is observed in the mixed use of window and scroll modes, though significant differences are observed in operation difficulty and preferences. In terms of search difficulty, scroll mode has a significant influence on search difficulty, and the mixed use of “no scrollbar mode” and “popup windows” makes searching for information the simplest. In terms of operation preference, significant difference is observed in the scroll mode; and the mixed use of horizontal scrollbars and non-popup windows is the most preferred. In terms of overall layout, the “no scrollbar mode” is the most preferred among all 6 specimens according to respondents.

並列關鍵字

Fashion Website ； Layout ； Scroll Mode ； Window Mode

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