網站Web 2.0化程度與使用者傾向及資訊行為間關係之探索性研究

Exploring the Relationship Among Web2.0 Websites, Users’ Tendency and Information Behavior

黃儉文(Chien-Wen Huang)

指導教授 ： 江義平 ； 蔡坤宏

國立臺北大學/商學院/企業管理學系/碩士(2008年)

摘要

Web2.0概念為網際網路發展帶來新的變革。網站目前紛紛改變經營方式，加入以使用者為重心、開放式參與分享架構、及豐富使用者體驗等Web2.0概念。不過學術上卻很少有網站Web2.0程度與使用者資訊行為間關係的研究。本研究旨在彙整Web2.0概念，並發展網站Web2.0量表，作為衡量網站Web2.0程度之依據；並以使用者造訪網站廣度、長度與深度、停留時間、造訪網站間關聯性以及搜尋引擎使用率等行為指標，衡量使用者在不同Web2.0程度之網站上的表現差異。
首先由網站Web2.0程度評分結果發現，國內大多數網站的Web2.0程度仍普遍偏低。其次從使用者網站造訪紀錄與網站Web2.0分數，可求得使用者Web2.0傾向，亦發現目前台灣網路使用者Web2.0傾向亦偏低。最後再依網站Web2.0程度由高至低分成四類，與使用者六項資訊行為進行多變量變異數分析。實證結果發現，網站Web2.0程度愈高，網友在瀏覽頁數、停留時間以及造訪網站關聯性的行為表現愈明顯。

關鍵字

Web2.0 ； 網路資訊行為 ； 資料探勘 ； 網路行銷

並列摘要

Web2.0 concepts bring the new era for the Internet development. Websites begin to focus on users’ perspectives by adding several Web2.0 concepts, such as increasing users’ participation, rich user experience and so on. However, there are still very few researches to discuss the effect of Web 2.0. Thus, the purpose of this study is to explore the relationship among the websites’ Web2.0 level and the users’ tendency and information behavior.
First, by measuring the Webs 2.0 level for Taiwan’s major websites, we find out the web 2.0 level are still very low. Second, we also measure the users’ Web2.0 tendency, and it also shows a low Web2.0 tendency of Taiwan internet users. Finally, We explore the users information behavior among four different Web2.0 level websites. The results show that the higher Web2.0 websites lead to create users’ more pageviews, longer duration, and more relatedness with other websites.

並列關鍵字

Web 2.0 ； online information behavior ； data mining ； internet marketing

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