政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/95154
English  |  正體中文  |  简体中文  |  Post-Print筆數 : 27 |  Items with full text/Total items : 113311/144292 (79%)
Visitors : 50941383      Online Users : 934
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
Scope Tips:
  • please add "double quotation mark" for query phrases to get precise results
  • please goto advance search for comprehansive author search
    •  Adv. Search
    Home ‧ Login ‧ Upload ‧ Help ‧ About ‧ Administer Goto mobile version
    政大典藏 > College of Commerce > Department of MIS > Theses >  Item 140.119/95154


    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/95154


    Title: 螢幕配置對網頁易讀性與選擇注意力影響–以電子市集為例
    The impact of screen layout on legibility and selective attention：Take eMarket as an example
    Authors: 蘇秋紅
    Su, Chiu Hung
    Contributors: 傅豐玲
    Fu, Fong Ling
    蘇秋紅
    Su, Chiu Hung
    Keywords: 易讀性
    選擇注意
    複雜度
    螢幕配置
    電子市集
    legibility
    selective attention
    screen layout
    eMarket
    Date: 2010
    Issue Date: 2016-05-09 15:17:49 (UTC+8)
    Abstract: 由於資訊科技的進步，網頁資訊更豐富與複雜，本研究從兩方面，一方面找出複雜的網頁是如何被使用者所認知？另一方面網頁介面設計的好不好？該如何設計才能降低網頁資訊的複雜度使其更易讀的方法。若網站介面設計能搭配使用者的認知，將有助網站設計出能降低複雜度又易讀的網頁，幫助使用者完成任務。因此，研究目的為瀏覽者是如何知覺與認知複雜的網頁？網頁介面的版面配置設計的好不好？研究問題為腦中模版是否影響網頁瀏覽？找出降低資訊複雜度的螢幕設計的原則？
    本研究分別設計四個實驗驗證四個假設，實驗一的目的是驗證使用者腦中模板對資訊選擇有影響。方法是比較實驗未進行前，瀏覽者大腦中所認知的電子商務網頁配置概圖，得到瀏覽者腦中既有的模板是什麼，再進行選擇注意實驗，比較瀏覽者畫出來電子商務網站的回憶圖與未進行實驗前的模板間的一致性。結論為模板與實際組的卡方值均為不顯著，因此，可以得知瀏覽者瀏覽電子商務網站時腦中的模板確實影響網頁選擇注意。
    實驗二的目的是驗證使用者因為任務需要不同資訊的選擇策略對造成其網頁的認知不同；方法是實驗中透過使用者進行搜尋的任務中，根據其瀏覽策略將搜尋任務第一頁的瀏覽與最後一頁不同的瀏覽目標，因要達成的選擇策略不同所以其選擇注意不同。結論為第一頁與最後一頁的的瀏覽分析可以得知不同資訊的選擇策略將影響網頁介面的螢幕配置認知。
    實驗三的目的螢幕配置會影響選擇注意。方法計算文獻整理的六個指標的理論值之後，實証為讓使用者到四個國家的yahoo網頁進行任務，會因網頁配置不同，影響使用者對四個不同國家的yahoo網頁的認知選擇注意不同。結論為四個國家卡方值為顯著，表示四個國家的介面配置不同確實會影響不同的選擇注意。
    實驗四的目的証明網頁設計易讀性理論值與實證的順序是相同的。方法計算文獻整理的六個指標的理論值之後，實証為將四個日韓台美不同的yahoo網頁的配置，兩個為一組，分六組進行實驗，以了解四個國家網頁哪個配置讓瀏覽者較容易閱讀。結論為理論的順序：日(0.099)>美(0.095)>台(0.086)>韓(0.078)；實證的順序：美>日>台>韓；日美優於台韓故順序一致。
    根據實驗的結論，我們知道使用者面對複雜的網頁資訊時，會根據腦中的模版來分析與過濾網頁上面的資訊，而且瀏覽者對於資訊的選擇確實會影響網頁螢幕的配置像對空白與色彩..等的差異，並且根據文獻找出的指標確實與實際狀況符合。所以，建議設計師在網頁layout設計，要按照使用者的工作任務經驗，及各工作任務的可能模版特質來設計資訊呈現內容。並根據六個整理出來的指標列為參考的網頁設計元素，將元素差異及元素關係的因素，如資訊在畫面上的位置、形成區塊的空白、框線、對比顏色、文字大小，以及關鍵詞等因素善加運用，按照工作任務性質，做適當安排。將有效降低使用者認知複雜度達成任務。
    Due to the fast growth of information technology, website information has become richer and more complex, and this piece of research will target on two main related areas. One is to find out how those complicated webpage were cognized by their users? The other is to discuss whether if the existing webpage interface design is good or not, and how webpage information should be designed in order to reduce its complicity and make it easier to read. If the webpage interface is able to collocate with users’ cognition, it will help websites to create webpage with low complicity and ease of read, and thereby assisting users to complete their missions. Therefore, the research aim would be to understand how browsers sense and perceive webpage and its complicity. Is the interface and layout design suitable for such webpage? In addition, the key question is to ask if internet browsing would be affected by our brain templates, and to further find out the principles for low information complicity screen design.
    The research body consists of four experiments which are set to prove 4 hypotheses. First experiment is to prove that users’ brain templates have effects on the choices of information. The main method is to obtain the e-commerce webpage layout from browsers’ brain before carrying out any further tasks, and see what the initial templates look like. And then by taking the selective attention tests, to compare the similarity between the memorial mappings of the e-commerce website with the initial template. The result has shown that the chi-square values between template and real group are both not significant, therefore, it is predicted that when users are browsing e-commerce websites, the brain templates do have effects on webpage selective attention.
    Experiment two aims to examine if differences in webpage cognition occur as users could have various choices of information due to different needs. When users browse the internet, because of the targets change, the strategies used in first page and last page also differs, and so does the selective attention. To conclude, from the first and last pages browsing analysis we can know that different information choice strategies will have impacts on the webpage interface layout.
    Third experiment focuses on the display layout which affects selective attentions. By calculating six theoretical values from indicators in literature reviews, and in order to prove the theory users are asked to carry out missions on Yahoo! websites in four countries, and because the webpage layouts are different, the users’ selective attentions also varies in these four countries. The chi-square values of the four countries are significant, which means different webpage layout will alter selective attentions.
    The last one proves that the theoretical values of legibility in webpage design are proportional to the case studies. In order to understand which Yahoo! website is the easiest to read out of these four countries, they were divided into groups of two and carried out six sets of experiments. Theoretical result shows that Japan (0.099)>US (0.095)>Taiwan (0.086)>Korea (0.078), where practical result shows US>Japan>Taiwan>Korea, and therefore both proved that US and Japan are better than Taiwan and Korea.
    According to the results of experiments, we can know that when users face complex web information, they tend to use the templates created in their brain to analyze and filter those information, and the choices of information that browsers made do affect webpage and screen layout, such as different spacing and coloring; which just corresponds with our literature indications. Hence, when designing webpage layout, designers are recommended to demonstrate the content by following users’ actual experiences, plus some possible behaviors under different work and mission conditions. In addition, the six indicators should also be used as design references, and key factors such as the positioning of information, spacing, bordering, contrast, font sizes and keywords should also be taken into consideration in order to make appropriate arrangement to suit different work properties, which will lower the cognition complicity for users effectively, and thereby fulfill its tasks.
    Reference: 王石番（1989），傳播內容分析法，台北，幼獅。
    朱錦鳳（2005），圖形思考智能測驗，心理出版社，台北，台灣。
    吳仁和、王育民、陳宜檉（2000），以實驗方法從人因工程面探討資訊系統使用者介面之色彩設計。科技與管理，2000年科技與管理研討會—e時代的挑戰與因應策略，台灣科技大學。
    李仁豪，葉素玲（2004），選擇注意:選空間或選物體?，應用心理研究，21期，頁165-195。
    張春興（1997），教育心理學，台北：東華。
    陳浚汕（2005），運動視覺與選擇性注意的機轉及其在運動上的應用，大專體育年，78期，頁200-209。
    傅豐玲，蘇秋紅，胡永宏（2007），購物網站色彩設計－透過閱讀動線了解網站配色技巧，色彩設計、應用與科學，2007 色彩學研討會論文集，台北，2007。
    鄭昭明（1994），認知心理學：理論與實務，台北：桂冠圖書公司。
    Abernethy, B. (1988). Visual Search in Spot and Ergonomics: Its relationship to Selective Attention and Performance Expertise. Human Performance, 1(4), 205-235.
    Brenda Laurel (1990). The Art of Human-Computer Interface Design. Addison-Wesley.
    Budd, R. W., Thorp, R. K., & Donohew, L. (1967). Content Analysis of Communication, New York: The Macmillan Co.
    Ch’ng, E. & Ngo, D. C. L. (2003). Screen Design: a Dynamic Symmetry Grid Based Approach. Display, 24, 125-135.
    Dong, Y., Ling, C., & Hua, L. (2007). Effect of Glance Duration on Perceived Complexity and Segmentation of User Interfaces. Lecture Notes of Computer Science (LNCS), 4552, 605-614.
    Fu, F., Chiou, S., & Su. C. H. (2007). Measuring the Screen Complexity on Web Pages, Lecture Notes in Computer Science (LNCS). 4558, 720-729.
    Gibson, E. (1969). Principles of perceptual learning and development, New York: Appeton-Century Crofts.
    Holsti, O. R. (1969). Content analysis for the social sciences and humanities, Reading, Mass: Addison- Wesley.
    Jonathan Ling & Paul van Schaik (2002). The effect of text and background colour on visual search of Web pages. Displays. 23, 223-230.
    Kalbach, J. (2006). I’m Feeling Lucky: The Role of Emotion in Seeking Information on the Web. Journal of the American Society for Information Science and Technology, 67(6), 813-818.
    Kim, J., Lee, J., Han, K., & Lee, M. (2002). Businesses as Buildings: Metrics for the Architectural Quality of Internet Businesses. Information System Research, 13(3), 239-254.
    Krippendroff, K. (1980). Content Analysis: An Introduction to Its Mehodology. Beverly Hills, Calif: Sage Publications.
    Kuhlthau, C. C. (1999). The Role of the Experience in the Information Search Process of an early Career Information Worker: Perceptions of Uncertainty, Complexity, Construction, and Sources. Journal of the American Society for Information Science and Technology, 50(5), 399-412.
    Lin, C. H. & Gayle, D. (1996). Effects of linking structure and cognitive style on students` performance and attitude in a computer-based hypertext environment. Journal of Educational Computing Research, 15(4), 317-329.
    Ling, C., Leopez, M., & Xing J. (2007). Validating Information Complexity Questionnaires Using Travel Web Sites. Lecture Notes of Computer Science (LNCS), 4550, 901-910.
    M. A. H. (1929). Munsell Book of Color, Munsell Color Company. standard edition.
    Marcus A. (1992). Graphic Design for Electronic Documents and User Interfaces. ACM Press, New York.
    Miller,G. A.(1956)., The magical number seven, plus or minus two : Some limits on our capacity for processing information. Psychological Rewiew
    Miyoshi, T., & Murata, A. (2001)., A Method to Evaluate Properness of GUI Design Based on Complexity Indexes of Size, Local Density, Aliment, and Grouping. Man and Cybernetics. In: IEEE International Conference on, 1, 221–226.
    Morville, P. (2002). The Age of Findability, Boxes and Arrows , http://www.boxesandarows.com//archives/the_age_of_findability.php, April 29, 2002, Retrieved May 27.
    Moon, P. & Spencer, D. E. (1944). Aesthetic measure applied to color harmony. Journal of the Optical Society of America, 34(4), 234-242.
    Moon, P., Spencer, D.E. (1944). Area in color harmony. Journal of the Optical Society of America, 34(2), 93-103.
    Nasanen, R., & Ojanpaa, H. (2003). Effect of Image Contrast and Sharpness on Visual Search for Computer Icons. Display, 24, pp.137-144.
    Ngo, D.C.L, Teo, L.S., & Byrne, J.G. (2000)., Formalising Guidelines for the Design of Screen Layouts. Displays, 21, 3-15.
    Ngo, D.C.L, Teo, L.S., & Byrne, J.G. (2003). Modeling Interface Aesthetics. Information Science, 152, 25-46.
    Palmer, J. (2002). Web Site Usability, Design, and Performance Metrics. Information Systems Research, 13(2), 151-167.
    Parush,A.,Nadir, R., & Shtub,A. (1998). Evaluating the layout of graphical user interface screens:Validation of a numerical computerized model, International. Journal of Human-Computer Interaction, 10(4), 343-360.
    Pi, Y., Shu, H., & Liang, T. (2007). The Frame of Cognitive Pattern Recognition. Proceedings of the 26th Chinese Control Conference, China.
    Reed, C. L., Stone, V. E., Grubb, J. D., & McGoldrick, J. E. (2006). Turning Configural Processing Upside Down: Part and Whole Body Postures. Journal of Experimental Psychology: Human Perception and Performance, 32(1), 73- 87.
    Schenjkam, B. O., & Jonsson, F. U. (2000). Aesthetics and Preferences of Web Pages. Behaviour & Information Technology, 19(5), 367-377.
    Shneiderman, B. & Plaisant, C. (2005). Designing the User Interface. 4th, England: Addison Wesley.
    Shugen, W. (2002). Framework of Pattern Recognition Model Based on Cognitive Psychology. Geo-spatial Information Science, 5(2), 74-78.
    Smith, R. A. & Houston, M. J. (1985). A Psychometric Assessment of Measures of Scripts in Consumer Memory. Journal of Consumer research, 12, 214-224.
    Snyder, H., Decker, J., Lloyd, C., & Dye, C. (1990). Effect of Image Polarity on VDT Task Performance?. Proceedings of the Human Computer Society 34th Annual Meeting, Santa Monica, California, 1447-1451.
    Stanton, N. A. & Baber, C. (1994). The myth of navigation hypertext: How a "bandwagon" has lost its course. Journal of Educational Multimedia and Hypermedia, 3(4), 235-249.
    Song, G. (2007). Analysis of Web Page Complexity Through Visual Segmentation. Lecture Notes of Computer Science (LNCS), 4553, 114-123.
    Tullis T.S. (1981). An evaluation of alphanumeric, graphic, and colour information displays. Human Factors, 23, 541–550.
    Valacich, J. S. (2007). Parboteeah, D. V., Wells, J. D., The Online Consumers Hierarchy of Needs. Communications of the ACM, 50(9), 84-90.
    Van der Heijden, H. (2004). User Acceptance of Hedonic Information Systems. MIS Quarterly, 28(4), 695-704.
    Paul van Schaik & Jonathan Ling. (2003). The effects of screen ratio and order on information retrieval in web pages. Displays. 24, 187-195.
    Wimmer, R.D. & Dominick, J. R. (1994). Mass Media Research: An Introduction. California: Wadsworth.
    Witkin, H. A., Oltman. P. K., Raskin, E. & Kaerp, S. A. (1971). A manual for the embedded finures tests. California: Consulting psychologist Press Inc.
    Xing, J. (2007). Information Complexity in Air Traffic Control Displays. Lecture Notes of Computer Science (LNCS), 4553, 797-806.
    Xing, J. (2004). Measures of information complexity and the implications for automation design. (No. DOT/FAA/AM-04/17). Virginia: Office of Aerospace Medicine Federal Aviation Administration.
    Description: 博士
    國立政治大學
    資訊管理學系
    93356512
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0093356512
    Data Type: thesis
    Appears in Collections:[Department of MIS] Theses

    Files in This Item:

    File SizeFormat
    index.html0KbHTML2249View/Open


    All items in 政大典藏 are protected by copyright, with all rights reserved.


    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 ©   - Feedback