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    政大典藏 > College of Commerce > Department of MIS > Theses >  Item 140.119/101081


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    Title: 影響注意力和探索興趣的因素－資訊呈現之人機互動策略
    Attracting Consumers’ Attention and Interest in Exploring: Does HCI Strategy Matter?
    Authors: 巫宇涵
    Wu, Yu Han
    Contributors: 管郁君
    林勝為
    Huang, Eugenia
    Lin, Sheng Wei
    巫宇涵
    Wu, Yu Han
    Keywords: 資訊呈現
    人機互動
    資訊處理
    消費者行為
    數位行銷
    information presentation
    human computer interaction
    information processing
    consumer behavior
    digital marketing
    Date: 2016
    Issue Date: 2016-09-01 23:46:31 (UTC+8)
    Abstract: 欲使傳遞之資訊產生效益，人願意確實閱讀資訊是首需且必需的，鑒於過去文獻多以閱讀與效益間的轉換為研究對象，本研究嘗試以人機互動角度，探討資訊呈現對注意力及對資訊的探索興趣的影響。本研究認為：資訊呈現的人機互動策略是影響人的注意力及探索興趣的重要因素。人機互動策略由干預模式策略和互動方案策略所組成，干預模式策略係指訊息被設計規劃成如何干預接收者正在從事當中的活動並呈現該訊息，本研究將干預模式分為三類：平行式干預、垂直式干預、重合式干預；互動方案策略係指訊息被設計規劃成需要接收者何種舉動而將訊息完整的傳達與呈現，本研究將互動方案分為兩類：閱讀導向互動方案、動作導向互動方案。本研究採用準實驗法，收集291份以行動裝置為環境之有效樣本進行分析。研究結果證實了資訊呈現的人機互動策略對注意力及探索興趣的影響，更發現不同干預模式及不同互動方案在注意力及探索興趣上的差異。學術上，本研究不僅證實人機互動對資訊呈現的影響，更提供人機互動策略明確的定義與分類，實務上，本研究能給予企業和行銷者在了解消費者行為上的一些洞見。
    Aiming to understand the best approaches for drawing consumers’ attention and triggering their interest in exploring, this research argue that HCI strategies have an important effect on consumers’ reactions. To identify HCI strategies, two dimensions are considered: intervention mode and interaction scheme. Intervention mode refers to the way that messages intervene in the consumers’ ongoing activities, whereas interaction scheme refers to the communication acts required from the consumers after the initial intervention. A quasi-experiment with a 3 (including parallel, vertical and coincide intervention modes) x 2 (including read-oriented and action-oriented interaction schemes) within-subjects factorial design in a mobile context is employed. Result shows that HCI strategy does affect consumer’s attention and their interest in exploring. The different effects on customers’ reaction between HCI strategies are found as well. This research not only verifies the influence between information presentation and human computer interaction, but establishes a well classification of HCI strategy for academics. Our findings also provide some insights in understanding information processing and consumer behavior for practices.
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    Description: 碩士
    國立政治大學
    資訊管理學系
    103356016
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G1033560161
    Data Type: thesis
    Appears in Collections:[Department of MIS] Theses

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