購物網站網頁架構與畫面複雜度 對視覺搜尋績效的影響

The Influences of E-Commerce Website Structure and Screen Complexity on the Visual Search Performance

陳仁傑(Jen-Chieh Chen)

指導教授 ： 彭瑞玟

國立臺北科技大學/設計學院/創新設計研究所/碩士(2013年)

https://doi.org/10.6841/NTUT.2013.00706

摘要

網路商務拜網路技術的進步與普及而蓬勃發展,使用者穿梭於網頁中瀏覽 數量龐大的商品,進行比較與篩選,網頁設計便是關乎使用者是否能快速、明 確的搜尋到其所要的資訊的重要關鍵。本研究以網頁架構、資訊數量及資訊編 排密度等三個因素進行探討,了解這些因素在不同任務類型下,對於使用者進 行視覺搜尋績效的影響為何。研究結果得知:(1)捲動網頁架構在多數的情況下有著較佳的視覺搜尋績效。(2)資訊編排密度對視覺搜尋績效的並無顯著影響。(3)資訊數量較少的網頁有著較佳的視覺搜尋績效。(4)網頁架構與資訊密度有著顯著的交互效果,捲動網頁架構在資訊編排密度高的網頁有著較佳的視覺搜尋績效,而分頁網頁架構則是在資訊編排密度低的網頁有著較佳的視覺搜尋績效。(5)網頁架構與資訊數量並未有顯著的交互效果。(6)資訊密度與資訊數量並未有顯著的交互效果。(7)單一條件直接搜尋任務比複合條件比較搜尋任務,有著較佳的視覺搜尋績效。

關鍵字

網頁架構 ； 資訊數量 ； 資訊編排密度 ； 視覺搜尋績效

並列摘要

The booming of E-commerce has been giving by the progress and popularity of Internet. And the users browse numerous products through web pages, and then compare with and sieve from them. Therefore, the web design becomes the vital factor of whether the users can rapidly and exactly search the needed information. This study attempts to investigate the influences of visual search performance on the users with the web structure, the quantity of information and the density of information layout under the various tasks. The results are as the following:
1. The web page in scrolling structure has a better visual search performance in most of tasks; 2. The density of information layout has no a significant influence on visual search performance; 3. The web page displayed small quantity of information has a better visual search performance; 4. The web page in scrolling structure with the high-density information layout has a better outcome as well as the web page in paging structure with the low-density information layout; 5. There is no noteworthy interaction effect between the structure of web design and the quantity of information as well as between the quantity of information and the density of information layout; 6. Searching directly with a single task has a better visual search performance than searching comparatively with compound tasks.

並列關鍵字

Web Structure ； Quantity ； Density ； Visual Search Performance

參考文獻

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