政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/53684
English  |  正體中文  |  简体中文  |  Post-Print筆數 : 27 |  Items with full text/Total items : 113656/144643 (79%)
Visitors : 51729431      Online Users : 625
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


    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/53684


    Title: 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
    Other Titles: The Study on Internet Heavy Users` Viewing Paths and Cognition toward Web Pages Design of Online Shopping Stores in Taiwan
    Authors: 賴建都
    Contributors: 國立政治大學廣告學系
    行政院國家科學委員會
    Keywords: 眼球追蹤;網路購物;瀏覽模式;網頁設計
    Eye tracking;Online shopping;Viewing path;Web page design
    Date: 2008
    Issue Date: 2012-10-18 09:19:37 (UTC+8)
    Abstract: 網際網路於二十世紀誕生後，蔓延至全球，也使電子商務產業崛起成為一個新興行業。短短十餘年電子商務快速發展，使網路行銷與網路消費行為成為熱門話題，儘管2000 年全球Dot Com 面臨泡沫化的危機，但網際網路的快速成長，使電子商務在2004 年後重新站起並一路向上爬升。根據資策會(MIC)的預測，2008 年台灣電子商務市場規模將達新台幣2529 億元，較2007 年成長36.4%，其中網路購物的產值就占有一半以上。隨著網路人口不斷攀升，網路購物將進入成熟期，在國外及中國網路購物業者加入本地市場後，未來台灣的電子商務環境競爭將更白熱化，購物網站的頁面設計與商品訊息置入更要具有效果，特別是消費者的瀏覽模式及訊息的認知，在競爭的環境下尤其顯得重要。本研究將採用多元性(pluralistic)研究方法，除了質化研究的深度訪談外，也將使用眼球追蹤儀(Eye tracking system)以進行實驗調查。在深度訪談上將瞭解各家業者在網頁設計與商品置入行銷訊息模式上的差異；在實驗調查上將針對二百名網路重度使用者，以眼球追蹤儀調查其對購物網站的瀏覽模式及網頁訊息的認知情況。隨著網路購物市場競爭的白熱化，網站的規畫與訊息置入更要以消費者為導向，特別消費者是對網頁的瀏覽模式與視覺認知的行為，都應深入研究探討。未來本研究的產出，不只能清楚瞭解消費者，特別是網路重度使用者閱讀網頁時的視覺動線與注意焦點，進而規畫出較符合消費者瀏覽習慣與視覺動向的網頁規畫。
    After internet was born and sprayed to the world in the late 20th century, the industry of electronic commerce has developed rapidly in the past decade. Although Dot Com industry declined in 2000 and climbed up slowly after 2004, internet marketing and online consumer behavior have become popular issues. According to the investigation of Market Intelligence Center, the total amount of electronic commerce industry in 2008 will reach 2,529 billions high and increase 36.4% comparing with 2007. And the industry of online shopping shares half of the market. As internet users have grown increasingly and China, Japan online shopping brands have invaded the local market, the electronic commerce industry will be more competitive than ever. In order to survive and compete, the online shopping stores’ web pages need to place their messages more effectively, especially in the aspect of viewers’ reading path and messages cognition. The study will adopt pluralistic research methodologies using depth interviewing and eye tracking experiment survey. The author intends to interview several practitioners from online shopping stores to understand the differences of their messages placement and web pages design concepts. In the experiment survey, eye tracking system will be adopted to track 200 internet heavy users’ fixation, focus duration and their viewing paths. As online shopping marketing has become more complicated and competitive, the web site planning and web pages design will be requested to base on consumers orientation. The author aims that viewers’ reading paths and messages cognition need to be carefully studied, thus the web pages design and interface will be friendly the consumers. The outcomes of this study not only realize the consumers reading paths and fixations but also focus on internet heavy users’ viewing patterns.
    Relation: 基礎研究
    學術補助
    研究期間:9708~ 9807
    研究經費:446仟元
    Data Type: report
    Appears in Collections:[Department of Advertising] NSC Projects

    Files in This Item:

    File SizeFormat
    2.pdf5103KbAdobe PDF22814View/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