隨著資訊科技的進步,電子商務儼然成爲新一代的消費模式。本研究針對30位18~25歲之受試者進行單因子(導覽模式)三水準(階層式超文件、網路式超文件、虛擬實境)之實驗,藉此以評估其對使用者在瀏覽購物網站時的績效影響。本研究之因子爲一受試間(between-subject)設計,因此受試者被隨機分派至三種處理水準下進行實驗,在實驗過程中受試者的導覽時間與單位時間回憶正確性則爲本研究用以評估導覽模式績效之依據。實驗結果發現三種導覽模式間具有顯著之差異,並以網路式超文件爲最佳。本研究將針對三種導覽模式對於受試者之空間認知與記憶能力影響作一詳細探討。
The present study examines the navigation performance for e-mall shopping. Thirty subjects participated in an experiment where three navigation platforms (hierarchical hypertext, network hypertext and virtual reality) were manipulated. The study employed a between-subject single factor design, in which user navigation time and recall accuracy were measured. The result, indicated a significant effect of website platform with the network hypertext having the best navigation performance. Further implications for the three navigation mechanisms were discussed within the context of spatial cognition and memory.