伴隨著網路普及化,電子商務平台紛紛崛起,並且逐步追求良好的網頁介面改善,期待藉由良好的使用者體驗爭得商機。目前電子商務平台皆以圖片作為網頁佈局的架構,此時圖片佈局便成為重要的影響因素。
本研究試圖建立一套客觀的使用者眼動行為複雜度定量方法,以電子商務為基礎,產生八個不同水平的佈局介面,透過 15 位受試者在網頁介面中搜尋目標及自由瀏覽的任務實驗,從中得到客觀的眼球運動數據及主觀的心智負荷評估,並將多尺度熵(Multiscale Entropy, MSE)應用至眼動時序數據進行分析,藉以探討網頁佈局、尺寸及任務意圖造成生理數據複雜性的變化。
本研究結果發現,網格式佈局及瀑布流式佈局之 MSE 並無顯著差異,表示此二者並非造成受試者眼動角位移複雜度有所差異之主因;當使用小區域觀視範圍的網頁時,其 MSE 則較大區域觀視範圍高,表受試者在小區域觀視範圍的網頁時,眼動角位移行為較複雜;當在網格式佈局的網站上搜尋目標時,其 MSE亦較自由瀏覽高,表示使用者在搜尋目標時,能夠處理較複雜的訊息。期望本研究之結果,能為網頁格式佈局之複雜度帶來貢獻。

As the internet gets more and more popular, E-commerce becomes a trend. These
online shopping platforms are optimizing the image-based user interface for a better user experience. This makes layout of the images becomes key factor of the website.
This study models a method which can quantize the complexity of objective user
eye movement. By this method, 8 different layout interfaces with different levels for E-commerce can be built. 15 testers went through experiments of searching objectives online and free internet surfing. By doing so, objective data of eye movements and subjective mental load are obtained. Combinational analysis with Multiscale Entropy(MSE) and eye movement data for an observation of physical change by the effect of webpage layout, size and intention.
It turns out that there’s not major difference between MSE of grid layout and
masonry layout. This shows neither grid layout nor masonry layout is a main factor of participant’s eye angular movement complexity. When the participants are viewing in given observing area, a messy eye angular movement detected but with a higher MSE compared with bigger observing area. In addition, when participants searching for a target on a grid layer webpage, a higher MSE is collected compared with free network surfing. This implies users can deal with more complicated information when searching for a target. Hope the result of this research could be a contribution for complexity of grid layout webpage.

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