 |
English
|
正體中文
|
简体中文
|
Post-Print筆數 : 27 |
Items with full text/Total items : 113648/144635 (79%)
Visitors : 51620050
Online Users : 562
|
|
|
Loading...
|
Please use this identifier to cite or link to this item:
https://nccur.lib.nccu.edu.tw/handle/140.119/80418
|
| Title: | 由眼動行為透析購物網頁的表現性美感體驗 |
| Other Titles: | Revealing the expressive aesthetic experience of shopping webpages by eye movement behavior |
| Authors: | 汪曼穎
Wang, Man-Ying
唐大崙
Tang, Da-Lun |
| Contributors: | 國立政治大學邁向頂尖大學計畫創新研究團隊 |
| Keywords: | webpage layout mode of use;eye movement;aesthetic judgment |
| Date: | 2014-11-15 |
| Issue Date: | 2016-01-06 10:57:41 (UTC+8) |
| Abstract: | The experiential component of user behavior has recently become a focus in human-computer interaction research (Hassenzahl & Tractinsky, 2006; Moshagena & Thielsch, 2010) and adapted in ISO 9241-210. Visual aesthetics constitutes an important aspect of user experience as evidenced in the over-cited quote “Attractive things work better” (Norman, 2003). Currently, however, we still know very little on how beauty and use are associated since less research efforts were directed toward understanding the underlying process or mechanism of one’s aesthetic judgment than the measurement and description of such judgments. Purpose of the Study. This study examines the effects of webpage layout and mode of use on users’ aesthetic responses and explains the underlying mechanism using eye tracking metrics. It is hypothesized that webpages with the waterfall layouts created stronger expressive aesthetics perception (i.e., creative, original and usable) (Lavie & Tractinsky, 2004) than the grid layout. This effect was smaller when the viewer searched through the webpage with a specific goal than when they simply viewed it leisurely (H1). The closely neighboring and similarly sized grids in the grid-layout webpages are expected to create strong attentional capturing effects against current processing, resulting in greater numbers of fixations and regressive viewing for the grid than the waterfall layouts (H2). Method. Sixty participants took part in the layout (2) x mode of use (2) mixed design experiment, with layout (grid vs. waterfall layout) as a within-subject factor and the mode of use (viewing leisurely vs. looking for a product that one likes) as a between-subject factor. Eye movements were recorded as participants viewed and scrolled up/down webpages of 48 different clothing in each, after which they made evaluative responses towards the webpage. Results. The waterfall layout outperformed the grid layout on the expressive aesthetic measure but not the classical aesthetic measure. This layout effect was larger when the user was engaged in the action mode of use (i.e., leisure viewing) than the target mode of use (i.e., find the best one) (Hassenzahl & Ullrich, 2007), supporting H1. Number of fixations as well as object-based recurrence (Anderson et al., 2013) were both larger for the grid layout than the waterfall layout, supporting H2. Eye movement metrics including total fixation duration, recurrence and mean fixation duration provided accounts of expressive (not classical) aesthetic judgment in multiple regression models. These findings suggested that expressive aesthetic judgments are related to the degree to which one’s viewing behavior constrained by the visual interface is conducive to the current processing goal |
| Relation: | 創新研究國際學術研討會
主辦單位:國立政治大學邁向頂尖大學計畫創新研究團隊
舉辦日期:2014.11.15-2014.11.16 |
| Data Type: | conference |
| Appears in Collections: | [2014創新研究國際學術研討會] 會議論文
|
Files in This Item:
| File |
Description |
Size | Format | |
|---|
| index.html | | 0Kb | HTML2 | 589 | View/Open |
|
All items in 政大典藏 are protected by copyright, with all rights reserved.
|
著作權政策宣告 Copyright Announcement1.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.
