政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/57001
English  |  正體中文  |  简体中文  |  Post-Print筆數 : 27 |  全文筆數/總筆數 : 113318/144297 (79%)
造訪人次 : 51068340      線上人數 : 935
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
搜尋範圍 查詢小技巧：
  • 您可在西文檢索詞彙前後加上"雙引號"，以獲取較精準的檢索結果
  • 若欲以作者姓名搜尋，建議至進階搜尋限定作者欄位，可獲得較完整資料
    •  進階搜尋
    政大機構典藏 > 傳播學院 > 廣告學系 > 期刊論文 >  Item 140.119/57001


    請使用永久網址來引用或連結此文件: https://nccur.lib.nccu.edu.tw/handle/140.119/57001


    題名: 網路重度使用者對網頁訊息認知與瀏覽模式之研究－以台灣購物網站商品訊息呈現為例
    Eye Tracking Study on the Internet Heavy Users` Cognitive Processing of Information and Navigational Patterns of Online Shopping Websites in Taiwan
    作者: 黎佩芬
    賴建都
    Li, Pei-Fen
    Lai, Chien-Tu
    貢獻者: 政大廣告系
    關鍵詞: 線上購物;網路重度使用者;眼動追蹤;瀏覽模式
    Online shopping;Internet heavy users;Eye tracking;Scanpath
    日期: 2011-09
    上傳時間: 2013-02-27 14:24:31 (UTC+8)
    摘要: 網際網路於二十世紀誕生後，蔓延至全球，也帶動了電子商務產業的崛起。隨著網路人口不斷攀升，國外網路業者陸續加入本地市場後，未來台灣的電子商務環境競爭將臻白熱化，購物網站的頁面設計與商品訊息置入的效果在競爭的環境下尤其顯得重要。本研究針對網路重度使用者，使用眼動儀(Eye tracking system)調查其對台灣主要購物網站的瀏覽模式及網頁訊息的認知情況。研究發現：Yahoo!購物網的頁面設計較單純，商品訊息呈現清晰，使用者較不易迷失；PayEasy購物網的索引頁、商品目錄頁、次目錄頁的訊息過於複雜，凝視點停留與集中稍多；PChome購物網的各網頁在凝視點與凝視時間累積上呈現不平均的現象；momo購物網的商品目錄頁與商品訊息頁呈現大量凝視點集中與凝視時間停留的情況。
    After the emergence of the Internet in the late 20th century, the electronic commerce has developed rapidly. As the Internet users have grown increasingly and foreign Internet retailers have been eager to establish their operations in Taiwan, the electronic commerce industry will be more competitive than ever. In order to survive and compete, the online retailers must organize their product categories and present product information more effectively so that consumers could make better and more accurate purchase decisions.In this research, we conducted eye tracking experiments for the Internet heavy users and tracked their fixations, gaze durations, and scan paths toward major online shopping sites in Taiwan. Results showed that information display in Yahoo! shopping site is more user-friendly. Subjects` fixation time and gaze duration were longer on PayEasy shopping site`s index page, category page, and sub-category page. As for PChome shopping site, subjects` fixation time and gaze duration vary across different web pages. Subjects made more fixations and longer gaze duration on category page and detail page of momo shopping site.
    關聯: 電子商務學報, 13(3), 517 -553
    資料類型: article
    顯示於類別:[廣告學系] 期刊論文

    文件中的檔案:

    檔案 描述 大小格式瀏覽次數
    18166598-201109-201110210009-201110210009-517-553.pdf5143KbAdobe PDF21101檢視/開啟


    檢視Licence

    在政大典藏中所有的資料項目都受到原著作權保護.


    社群 sharing

    著作權政策宣告 Copyright Announcement
    1.本網站之數位內容為國立政治大學所收錄之機構典藏，無償提供學術研究與公眾教育等公益性使用，惟仍請適度，合理使用本網站之內容，以尊重著作權人之權益。商業上之利用，則請先取得著作權人之授權。
    The digital content of this website is part of National Chengchi University Institutional Repository. It provides free access to academic research and public education for non-commercial use. Please utilize it in a proper and reasonable manner and respect the rights of copyright owners. For commercial use, please obtain authorization from the copyright owner in advance.

    2.本網站之製作，已盡力防止侵害著作權人之權益，如仍發現本網站之數位內容有侵害著作權人權益情事者，請權利人通知本網站維護人員(nccur@nccu.edu.tw)，維護人員將立即採取移除該數位著作等補救措施。
    NCCU Institutional Repository is made to protect the interests of copyright owners. If you believe that any material on the website infringes copyright, please contact our staff(nccur@nccu.edu.tw). We will remove the work from the repository and investigate your claim.
    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - 回饋