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    Title: 以眼動儀探討銀行網頁「保險」目錄條設計對第一印象之影響
    Investigating the impact of insurance menu design on first impressions in banking websites: An eye-tracking study
    Authors: 陳彥君
    Chen, Yen-Chun
    Contributors: 彭金隆
    林怡伶

    Peng, Jin-Lung
    Lin, Yi-Ling

    陳彥君
    Chen, Yen-Chun
    Keywords: 銀行保險
    眼動儀
    使用者體驗
    人機互動
    第一印象
    Bancassurance
    Eye-tracking
    User experience
    HCI
    First impression
    Date: 2023
    Issue Date: 2023-09-01 16:05:16 (UTC+8)
    Abstract: 銀行保險(Bancassurance)代表銀行與保險公司之間的戰略聯盟,使它們能夠通過銀行人員銷售保險產品,從而實現互惠互利。本研究探討了銀行網站保險部分目錄設計對用戶吸引力和第一印象的影響。我們採用客觀的研究方法(眼動追蹤)和主觀的研究方法(問卷調查和訪談)來全面了解用戶行為。研究結果表明,在資訊密集的保險領域,透過優化用戶流程、實施明確的分類以及呈現易於理解的文字將有助於增強第一印象。值得注意的是,在這些因素中,提供清晰的分類被視為最關鍵的要素。
    Bancassurance represents a strategic alliance between banks and insurance companies, enabling them to mutually benefit from selling insurance products through bank personnel. Our research explores the influence of catalog design in the insurance section of bank websites on user attractiveness and their initial impression. We strive to comprehensively understand user behavior by employing objective research methods (eye-tracking) and subjective research methods (questionnaires and interviews). The findings demonstrate that streamlining user flow, implementing clear categorization, and presenting easily understandable text in information-intensive domains like insurance contribute to an enhanced first impression. Notably, among these factors, the provision of clear categorization emerges as the most crucial element.
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    Description: 碩士
    國立政治大學
    風險管理與保險學系
    110358010
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0110358010
    Data Type: thesis
    Appears in Collections:[風險管理與保險學系] 學位論文

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