由於數位相機以及網際網路的快速發展，人與人之間文字溝通方式漸漸被圖片、影片所取代，造成近幾年來網路相簿發展快速。網路相簿平台設置越來越多，品質卻未見提升，建立的同時卻忽略了網站應有的品質，造成使用者流失。

研究目的主要包括三項：(1)歸納現有網路相簿所不足之處，改善使用的績效、感受以及滿意程度。(2)運用群化原理以及介面使用性等設計理論，改善網路相簿中廣告與功能的平衡呈現，達到提升使用者使用之滿意度之效果。(3)將廣告分為三大類型討論，了解何種廣告類型具有較高的被接受度，以供經營者參考。

本研究採2(排版型式)x3(廣告類型)之實驗方式進行，經由前導實驗歸納所需資訊並設計本研究之驗證網站，本研究共建構6個網站測試原型，最後可歸納以下4個結論：(1) 廣告類型與排版型式為影響使用者滿意度之重要因素；(2) 排版型式中的「功能與廣告集中」的型式效果尤佳，受測者感到一致的滿意；(3) 排版型式除影響視覺效果，也對網頁使用性產生影響：看起來排列整齊，並且經過群組化設計之排版讓受測者感覺較容易操作，故滿意度也較高；(4) 廣告類型以動態廣告呈現效果較好：廣告類型呈現於本研究中以動態廣告為最佳，此部分可供經營者設計參考。

Because of the rapid development of digital camera technology and the wide use of WWW, the traditional text communication among humans has gradually been replaced by graphics and films, which result the rapid development of Web. That is, more and more platforms supporting Web album are created in recent months, but their quality may not be able to meet the necessary requirements.

The purpose of this study includes: (1) Summarize the deficiency of current Web album to facilitate the future improvement of users’ task performance, subjective feelings and satisfaction. (2) Apply the grouping theory together with interface usability theory to enhance the balance of functions and advertisements in the Web album to help increase user satisfaction. (3) Divide the Web advertisement into three categories and investigate which category is accepted most by the users. The results can be good reference for Web managers.

This study adopts a 2 (Web page layout) by 3 (type of advertisement) two-way ANOVA design. The results generated from the pilot test were summarized to help decide these two independent variables for further exploration. A total of 6 simulation prototypes were created for the experiment purpose. The experiment results generated in this study revealed that: (1) “Advertisement category” and “layout style” are important factors that will affect user satisfaction. (2) The level of “unified function and advertisement” in layout style produced best effects that users showed consistent satisfaction. (3) In addition to the influence of users’ visual effect, the factor of layout style would also affect the Web page usability. The layout with orders and categories would make users feel easier to interact with the Web page, which also resulted in better user satisfaction. (4) The dynamic style of advertisement would also produce better user satisfaction, which could be a good reference for Web managers.

英文文獻
Agarwal, R., & Prasad, J. (1997). The role of innovation characteristics and perceived voluntariness in the acceptance of information technologies. Decision Sciences, 28(3), 557-582.
Anderson, E. W., & Sullivan, M. W. (1993). The antecedents and consequences of customer satisfaction for firms. Marketing Science, 12, 125-143.
Babin, B. J., & Attaway, J. S. (2000). Atmospheric affect as a tool for creating value and gaining share of customer. Psychology of Business Research, 49, 91-99.
Bailey, J. E., & Pearson, S. W. (1983). Development of a tool for measuring and analyzing computer user satisfaction. Management Science, 29, 530-540.
Bailey, R. W., Koyani, S. J., & Nall, J. R. (2004). Research-based web design & usability guidelines. Washinton, DC: Computer Psychology.
Barki, H., & Huff, S. (1985). Changes, attitude toward change, and decision support system success. Information and Management, 9, 261-258.
Brooke, J. (1996). SUS: A quick and dirty usability scale. In Jordan, P. W., Thomas, B., Weerdmeester, B. A., & McClelland, A. L. (Eds.) Usability Evaluation In Industry. London: Taylor and Francis.
Chin, J. P., Diehl, V. A., & Norman, K. L. (1988). Development of a tool measuring user satisfaction of the human-computer interface. New York: Association for Computing Machinery.
Christine, S. (2002). Information design desk reference, Menlo Park: Crisp Publications Inc.
Churchill, G. A., & Surprenant, C. (1982). An investigation into thedeterminants of customer satisfaction. Journal of Marketing Research, 19, 491-504.
Desolneux, A. S., Moisan, L., & Morel, J.M. (2003). A grouping principle and four applications IEEE Transactions on Pattern Analysis & Machine Intelligence, 25(4). 508-513.
Eisenhardt, K. M. (1989). Building theories from case study research. Academy of Management Review, 14(4), 532-550.
Engel, J. F., & Blackwell, R. D. (1993). Consumer behavior. New York: Rinehart &Winston.
Galletta, D. F. (1989). Some caution on the measurement of user information satisfaction. Decision Sciences, 20, 419-438.
Gelderman, M. (1998). He relation between user satisfaction, usage of information systems and performance. Information and Management, 34(1), 11-18.
Hernon, P., Nitecki, D. A., & Altaman, E. (1999). Service quality and customer satisfaction：An assessment and future direction. The Journal of Academic Librarianship, 25, 9-17.
Ives, B., Slson, M., & Baroudi, J. J. (1983). The measurement of user information satisfaction. Communications of the ACM, 20(10), 593-785.
Igbaria, M., Zinatelli, N., Cavaye, A. L. M.(1997). Personal computing acceptance factors in small firms: A structural equation model. MIS Quarterly, 21(3), 279-305.
Klenke, K. (1992). Construct and critique of user satisfaction and user involvement instructions. Information and Management, 3(4), 325-348.
Kotler, P. (1999). Marketing management: Analysis, planning, implementation and control. Englewood Cliffs, NJ: Prentice Hall Inc.
Kotler, P., Swee, H. A., Siew, M. L., & Chin, T. T. (1996). Marketing management: An asian perspective. Singapore: Prentice Hall.
Koffka, K. (2007). 格式塔心理學原理(Principle of Gestalt Psychology).(黎煒, Trans). 台北: Argun Publishing.
Newman, M. W., & Landay, J. A. (2000). Sitemaps, storyboards, and specifications: A sketch of web site design practice. New York: In Proc. Of the DIS2000, ACM Press, pp. 263-274
Nielsen, J. (1993). Usability engineering. San Diego, CA: Academic Press.
Nielsen, J. (2000). Designing web usability as a bridge between system,software, and documentation. Technical Communication, 42(2), 303-306.
Oliver, R. L., & DeSarbo, W. S. (1988). Response determinants in satisfaction judgments. Journal of Consumer Research, 14, 459-507.
Ostrom, A., & Iacobucci, D. (1995). Consumer trade-offs and the evaluation of services. Journal of Marketing, 59, 17-28.
Preece, J. (1998). 人機介面與互動入門：電腦之人因工程 (陳建豪, Trans.). 台北: 和碩科技.
Raman, N. V. (1996). Determinants of desired exposure to interactive advertising. Texas Austin: Ph. D. Dissertation, University of, Texas.
Shackel, B. (1991). Human factors for informatics usability. Cambridge, UK: Cambridge University Press.
Snyder, D. (2000). Webcam woman: Life on your screen. London: Arnold.
Tan, B., & Lo, T. (1990). Validation of a user satisfaction instrument for office automation success. Information and Management, 18, 203-208.
Ven der Heijden, H. (2004). User acceptance of hedonic information system. MIS Quarterly, 28(2), 695-704.
Well, W., Burnett, J., & Moriarty, S. (1992). Advertising principles and practice. New Jersey: Prentice Hall Inc.
Wertheimer, M. (1923). Untersuchungen zur lehre der gestalt. Psychologische Forschung, 1(4), 301-350.
Wertheimer, M., & King, D. B. (1912). Max wertheimer & gestalt theory. New Brunswick: Transaction Publishers.
Zeff, R. L., & Aronson, B. (1997). Advertising on the internet. New York: John Wiley.

中文文獻
小松原哲銘(1992)。對話型認知人間工學設計。東京：技報堂。
史榮恩(2000，4/14)。數位影像上網親友分享艾美網開站提供20mb空間，民生報,
何建璋(2006)。網路相簿之經營及獲益模式。南華大學資訊管理學系碩士論文。
林公孚(2001)。做好顧客滿意度的方法。品質月刊，37，86-88。
林家維(2002)。網頁瀏覽器指標圖像之研究-以數位博物館圖像介面設計為例。大葉大學設計系碩士論文。
耿慶瑞(1998)。WWW互動廣告效果之研究。政治大學企業管理學系博士論文。
莊承勳(2007)。使用者選擇網路相簿因素之研究。國立臺灣科技大學工業管理學系碩士論文。
張慧如(2003)，創意網頁設計。台北市：藝風堂出版社。
何榮桂、陳麗如(1988)。電腦化適性測驗題庫品質管理策略之研究。第七屆國際電腦輔助教學研討會大會論文，409-410頁。
傅家清(2005)。影響網際網路服務使用動機與使用行為之因素研究：以網路相簿系統為例。國立臺北大學企業管理學系碩士論文。
蔡宜臻(2000)。溝通模式、知識分享與知識創造-以非同步網路教學為例。東海大學企業管理學系碩士班碩士論文。
經濟部標準檢驗局(2001)。ISO9000 品質管理系統－基本法則與詞彙。
詹安元(2006)。服務品質與轉置成本對於顧客滿意度與忠誠度之影響：以網路相簿網站為例。國立雲林科技大學資訊管理學系碩士論文。

網路文獻
創市際市場研究顧問有限公司(2005)。ARO網路測量資料庫。Retrieved from http://www.insightxplorer.com。
創市際市場研究顧問有限公司(2007)。網路相簿使用調查。Retrieved from http://www.insightxplorer.com。
TNS模範市場研究顧問公司(2007)。台灣民眾對於瀏覽網路相簿的調查。Retrieved from http://www.insightxplorer.com。
Hoffman, D. L., & Novak, T. P. (1996). Marketing in hypermedia computer-mediated environments: Conceptual foundations. Retrieved from http://ecommerce.vanderbilt.edu/ papers.html
Nielsen, J. (1996). Original top ten mistakes in web design. Retrieved from http://www.useit.com/alertbox/9605a.html