行動購物網站互動介面提示模式與選單整合型式之設計研究

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研究生：	張珮容 Pei-jung Chang
論文名稱：	行動購物網站互動介面提示模式與選單整合型式之設計研究 A Study on the Prompt and Icon Arrangement in Interactive User Interface Design for Mobile Shopping Websites
指導教授：	陳建雄 Chien-Hsiung Chen
口試委員:	賴文祥 Wen-Hsiang Lai 鄭金典 Cheng Jin Dean
學位類別：	碩士 Master
系所名稱：	設計學院 - 設計系 Department of Design
論文出版年：	2013
畢業學年度：	101
語文別：	中文
論文頁數：	106
中文關鍵詞：	行動網站、行動購物、使用者介面設計、提示、使用性
外文關鍵詞：	mobile website, mobile shopping, user interface design, prompt, usability
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隨著行動裝置的快速發展,行動網路的環境亦邁向完善成熟的現在,行動裝置的角色,已從過往的通訊裝置進入生活的不同面向。使用行動裝置瀏覽網頁、購物、查詢地理位置等,已是現今使用者經常使用之功能。在螢幕尺寸較小之行動裝置上瀏覽一般網站介面,對於使用者來說,容易造成閱讀上之困擾,在此背景之下,提供專為行動裝置設計之網站,成為各服務提供者需進行的任務之一。

本研究將以行動購物網站為例,進行互動介面之研究。目的在於,探討系統介面如何將資訊及功能,透過適當的提示及功能呈現,讓使用者易於操作、學習,在使用行動網站購物的過程中,能順利地完成商品查詢、分享、購入等功能。
本研究包含兩部份實驗:(1) 前導性實驗:現有行動購物網站互動介面調查,了解目前行動購物網站之優缺點,包含操作功能及呈現方式、介面互動滿意度、系統使用性,並透過使用者訪談得知使用者需求及建議;(2) 驗證實驗:依據文獻探討及前導性實驗的結果進行變數及樣本設計,並進行驗證實驗。

驗證實驗採 2(整合型式)X 3(提示模式)雙因子實驗方式進行,「整合型式」變項共兩層級:(a) 無整合:依一般桌上型網站功能選單樣式進行設計; (b) 有整合:將經常使用之功能統一整合擺放。另外「提式模式」變項共三層級:(a) 圖文提示:在樣本中採用純圖文之呈現; (b) 指標提示:在操作功能之後,系統給予指標、箭頭等元素回饋;(c) 動態提示:在使用者操作網頁介面及功能之前,主動給予動畫或跳出之提示或教學。透過實驗,獲得計測績效、介面互動滿意度、系統使用性、工作負荷評量、使用者主觀感受之結果。

研究結果顯示,行動購物網站互動介面之「提示模式」對於使用者學習操作介面,有顯著性的影響,而功能選單的「整合型式」則無顯著性的差異。

詳細研究成果如下:(1) 現有行動購物網站之問題在於,畫面精簡而功能、內容眾多,在使用過程及閱讀上,需要適當的嚮導及教學,幫助學習操作;(2) 使用者會將使用桌機網站之經驗帶入行動網站,因此,為使用者創造出與一致性之操作經驗,有助於使用者尋找目標及功能;(3) 承上,當網站呈現與使用者過往經驗相差大時,需提供足夠的提示及教學,否則,使用者之生理負荷及挫折程度將提高;(4) 利用折疊式的設計將資訊分類放置,有助於保持畫面簡潔、使用者能更專心於需要的資訊之上;(5) 在使用者初次使用及網站提供新服務時,提供主動的「動態提示」,有助於後續使用操作順利進行。

With the rapid advancement of mobile device technology and the maturing of mobile Internet, mobile devices have become more than just telecommunication tools. They have, indeed, been used in various parts of our lives. Among the more commonly used functions of a mobile device are web browsing, shopping, and maps. But it tends to be a hassle to read web content on a device with a smaller screen. In light of this, designing mobile device-oriented websites becomes a major task for most service providers.

Taking a number of existing mobile shopping websites into consideration, a study was conducted on interactive user interface. The aim was to learn how an interface may assist users to use a shopping website and familiarize themselves with the website functions through timely prompts and an easy-to-use icon arrangement. The interface is meant to help users look up products, share product information with their family and friends, and even purchase such products as they learn to navigate the website.

The study consists of two types of experiments: (1) Pilot experiment. The interactive user interface of the selected mobile shopping websites was investigated so as to understand the good and bad sides of them. Such include the content and display of the menus; interactive user interface satisfaction; and system usability. User interviews were also conducted to learn more about the users’ needs and their advice for improvement. (2) Verifying experiment. Based on research literature and the pilot experiment results, some variables and samples were especially designed for the verifying experiments.

A 2 (icon arrangements) x 3 (prompts) two-factor design was adopted to perform the verifying experiments. There were two levels of icon arrangements as a variable: (1) No arrangement at all: The interface was designed just like any other interfaces for desktop websites, such as the way a menu is displayed. (2) With arrangement: The commonly-used function icons were especially sorted and shown on the interface. There were also three levels of prompts as a variable: (1) Graphic and text prompts: Only graphics and texts were presented in such samples. (2) Pointers and arrows as prompts: Pointers and arrows were given as users clicked on the function icons. (3) Dynamic prompts: Animation, jump-off pointers or tutorials would appear even before users started navigating the interface and its functions. Performance measurement, interactive user interface satisfaction, system usability, workload assessment and subjective user experience statistics were attained through these experiments.

Research results show that, when it comes to interactive user interface for mobile shopping websites, “prompts” have a significant influence on how well users may learn to use the interface. “Icon arrangement,” however, makes no significant difference.

Details of the research results are as follows: (1) The existing shopping websites have too many functions and too complicated content to be shown on relatively simple interfaces. Proper guidance and tutorials are therefore needed to facilitate users in navigating the websites. (2) Users tend to apply their desktop website experiences when they use mobile websites. Thus, a similar website design will help users more easily findwhat they want and learn the functions. (3) In continuation of the previous point, when a certain mobile website operates much differently from desktop websites, sufficient prompts and tutorials must come along. Otherwise, users will suffer from more physical burdens and develop a deeper sense of frustration. (4) Information can be sorted by categories and shown in a fold-up list. This will not only keep the interface tidy, but also enable users to focus more on the needed information. (5) Providing active, “dynamic prompts” to first-time users or when the website launches new services will ensure a smoother user experience.

中文摘要.................................................................................................... I
英文摘要.................................................................................................... II
致謝.......................................................................................................... IV
目錄.......................................................................................................... V
表目錄....................................................................................................... IX
圖目錄....................................................................................................... XIV
第一章 緒論............................................................................................. -1-
1 研究背景與動機..................................................................................... -1-
2 研究問題............................................................................................... -4-
3 研究目的............................................................................................... -4-
4 研究範圍與限制..................................................................................... -5-
第二章 文獻探討......................................................................................... -6-
1 行動網站............................................................................................... -6-
1.1 行動上網背景現況.......................................................................... -6-
1.2 行動購物...................................................................................... -7-
1.3 行動網站設計................................................................................ -7-
2 網路購物.............................................................................................. -8-
2.1 網路購物定義............................................................................... -8-
2.2 網路購物消費者行為需求................................................................ -8-
2.3 購物網站設計............................................................................... -10-
3使用者介面設計...................................................................................... -11-
3.1使用者介面設計原則........................................................................ -11-
4 文獻探討總結........................................................................................ -13-
第三章 研究方法與實驗流程........................................................................ -14-
1 研究方法................................................................................................. -14-
2 實驗流程與架構..................................................................................... -14-
3 實驗方法................................................................................................. -16-
第四章 前導性實驗:現有行動版購物網站調查................................................ -17-
1 前導性實驗樣本..................................................................................... -17-
2 前導性實驗設計..................................................................................... -21-
3 前導性實驗對象..................................................................................... -22-
4 前導性實驗結果..................................................................................... -24-
4.1使用者互動滿意度量表(QUIS)分析.................................................. -24-
4.2系統使用性尺度量表(SUS)之分析..................................................... -30-
4.2前導性實驗受測者訪談..................................................................... -31-
5 前導性實驗綜合討論............................................................................... -33-
第五章 驗證實驗:行動版購物網站使用者模擬介面.......................................... -35-
1 驗證實驗方法........................................................................................ -35-
1.1 驗證實驗變項................................................................................ -35-
1.2 驗證實驗樣本製作.......................................................................... -36-
1.3 驗證實驗問卷設計.......................................................................... -39-
1.4 驗證實驗受測者基本資料................................................................. -40-
2 驗證實驗結果........................................................................................ -44-
2.1 計測任務操作績效分析.................................................................... -45-
2.1.1 計測任務操作績效分析:任務一..................................................... -45-
2.1.2 計測任務操作績效分析:任務二..................................................... -46-
2.1.3 計測任務操作績效分析:任務三..................................................... -49-
2.1.4 計測任務操作績效分析:任務四..................................................... -51-
2.1.5 計測任務操作績效分析:任務五..................................................... -53-
2.1.6 計測任務操作績效分析:整體任務................................................... -55-
2.2 使用者互動滿意度量表(QUIS)分析..................................................... -56-
2.2.1 使用者互動滿意度量表「整體反應」之分析....................................... -56-
2.2.2 使用者互動滿意度量表「網頁呈現」之分析....................................... -57-
2.2.3 使用者互動滿意度量表「介面遣詞與介面資訊」之分析......................... -58-
2.2.4 使用者互動滿意度量表「學習」之分析............................................... -59-
2.2.5 使用者互動滿意度量表「軟體效能」之分析......................................... -61-
2.3 系統使用性尺度量表(SUS)分析......................................................... -63-
2.4 工作負荷評估量表(NASA-TLX)分析................................................... -64-
2.4.1 工作負荷評估量表「心智負荷」之分析............................................... -65-
2.4.2 工作負荷評估量表「生理負荷」之分析............................................... -66-
2.4.3 工作負荷評估量表「時間負荷」之分析............................................... -67-
2.4.4 工作負荷評估量表「精力耗費」之分析............................................... -69-
2.4.5 工作負荷評估量表「表現績效」之分析............................................... -70-
2.4.6 工作負荷評估量表「挫折程度」之分析............................................... -71-
2.5 使用者主觀感受量表分析................................................................. -73-
2.5.1 使用者主觀感受量表「理解程度」之分析.......................................... -73-
2.5.2 使用者主觀感受量表「自信程度」之分析.......................................... -74-
2.5.3 使用者主觀感受量表「滿意程度」之分析.......................................... -75-
2.5.4 使用者主觀感受量表「娛樂程度」之分析.......................................... -76-
2.5.5 使用者主觀感受量表「安全可信賴」之分析....................................... -78-
2.5.6 使用者主觀感受量表「提示幫助」之分析.......................................... -79-
2.5.7 使用者主觀感受量表「介面處理進度」之分析.................................... -80-
2.5.8 使用者主觀感受量表「互動設計」之分析.......................................... -81-
第六章 結論與建議.......................................... ............................................ -83-
1 研究結果............................................................................................... -83-
1.1 現有行動版購物網站使用者介面設計調查............................................ -83-
1.2 驗證實驗之行動版購物網站研究結果.................................................. -84-
2 結論建議與後續發展................................................................................ -87-
2.1 結論與設計建議............................................................................. -87-
2.2 後續研究發展建議........................................................................ -87-
參考文獻.......................................... .......................................................... -89-
附件一:前導性實驗問卷............................................................................... -91-
附件二:驗證實驗問卷................................................................................... -95-

                                

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(2) 李郁桂,(2002),資訊通信產品圖像介面使用性之評估研究,國立台北科技大學創新設計研究所碩士論文。
(3) 柯美君,(2008),網站社交性對消費者行為的影響,國立中央大學資訊管理研究所碩士論文。
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(5) 高忠燮,(2002),韓國網際網路購物商城經營策略之探討─以綜合型網際網路購物商城為
例,國立臺灣大學國際企業學研究所碩士論文。
(6) 財團法人資訊工業策進會,(2009),2008年B2C網路商店經營調查。經濟部商業司。2010 年6月3日,取自:http://gcis.nat.gov.tw/ec/organize/ecc/etrust/report/ list_ report.asp?unpage=1&Page=3
(7) 財團法人資訊工業策進會,(1997),電子商業答客問(FAQ)。
(8) 財團法人台灣網路資訊中心,(2012),寬頻網路使用調查,取自http://www.twnic.net.tw
(9) 財團法人資訊工業策進會,(2013),2012網友購物行為調查,取自 http://bytsai.mtwww.mt.au.edu.tw/ezcatfiles/b127/img/img/135575628.pdf
(10) 陳乃慈,(2011),消費者對服飾網路原生商店購物服務需求之研究,國立台灣師範大學圖文傳播學系碩士論文。
(11) 陳聖樺,(2010),以實利、從眾與享樂觀點探討網路社群購物意圖之研究,大葉大學資訊管理學系碩士論文。
(12)湯宗泰、湯宗益、劉文良,(2003),B2B電子商務e化功能與績效,電子商務研究Vol. 1。 (13) 蘇文斌,(2012),Google:行動商務成為創業新藍海,取自
http://www.ithome.com.tw/itadm/article.php?c=76436
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英文文獻:
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(3) Google Thinking Insides. (2012): What Users Want Most from Mobile Sites Today
http://www.google.com/think/research-studies/what-users-want-most-from-mobile-sites-today.ht ml
(4) Heeter, C. (1989).Implications of new interactive technologies for conceptualizing communication. In J. L. Salvaggio,and J.Bryant(eds.), Media use in the information age:emerging patterns of adoption and consumer use(pp. 217-235). Hillsdale, NJ: Lawrence Erlbaum.
(5) James Gardner. (2011) Designing For The Future Web, Smashing Magazine March 29th, 2011
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Design Strategy,” Journal of Computer information systems, winter, 2000.
(7) Nielsen, J. (1993). Usability Engineering. San Diego, CA: Academic Press.
(8) Ranganathan, C. & Ganapathy, Sohbha. (2002). "Key dimensions of business-to-consumer web sites," Information & Management, Vol.39.
(9) Szymanski, D. M. and R. T. Hise (2000), “E-satisfaction: an Initial Examination,” Journal of Retailing.

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