臺灣博碩士論文加值系統

行動網路創造一個沒有地域限制、溝通便利及快速的環境，提供行動商務網站完善的通訊網路環境，以此為基礎開發出商業資訊應用軟體及服務。7net與Yahoo購物中心也推出行動商務網站服務攻佔逐漸成長的市場，而網站能否提供消費者進行便利及快速的服務將決定消費者的去留，可用性將是決定性的因素。研究整理具有良好可用性的網站提供消費者高效率、高效能、易記憶性及易學習性。
本研究利用實驗問卷法，針對7net及Yahoo購物中心兩個行動商務網站進行可用性評估，實驗前分析兩個網站的預設流程及預期問題，並將實驗所記錄的數據資料、實際問題及問卷整理比較。研究結果發現，受測者在問卷分析的心理層面與實驗記錄的生理層面呈現相互呼應的情況，而可用性準則中7net於效能及學習性與Yahoo購物中心有顯著差異，造成的原因由預期問題及實際問題彙整的重要問題中分析可發現Yahoo購物中心在「會員註冊」中產生的問題占據前三名應為影響最鉅的因素，並於分析問題後提出改善建議。

Mobile network creates an environment that is convenient with fast communication and no localization restriction in which it is a perfect network environment for mobile commerce websites in developing business information applications and services. 7net and Yahoo! Shopping Mall also launched many mobile commerce website services to capture the gradually growing market. Depending on how convenient and fast these services that the website provides consumers, the quality of these services will determine the consumers’ decision to leave or stay on the website, and the usability of the website will be their deciding factor. This study reviewed how a website with better usability that offers consumers high efficiency and effectiveness with the ease of learning and memorizing have a strong influence over the buying behavior of consumers.
This study used experimental questionnaire method to evaluate the usability in 7net and Yahoo! Shopping Mall websites. Before the experiment, this study analyzed what would the expected processes and problems would be for these websites. After the experiment, this study compared the data retrieved from the questionnaires with the experiments of actual problems. The results showed that the psychology in the questionnaire and the physiology in the real-life situation of subjects corresponded with each other. In the usability guidelines, there are significant differences between 7net and Yahoo! Shopping Mall in the area of effectiveness and learning abilities. After the cross examination of the speculated expectation of the processes and problems on these websites with the actual problems in real-time, the results showed top three issues that were found on Yahoo! Shopping Mall’s " Registration Process" played huge influences on the consumer’s behavior. This study proposed various ways of website improvements for better usability after analyzing the problems resulted from poor user interface design with the services provided on this website.

摘 要
ABSTRACT
致謝詞
目錄
圖目錄
表目錄
第一章　緒論
1.1　研究背景與動機
1.2　研究目的
1.3　研究流程
第二章　文獻探討
2.1　行動商務
2.1.1　行動商務之定義
2.1.2　行動商務的特性
2.1.3　行動商務之應用
2.1.4　行動商務之限制
2.2　可用性評估
2.2.1　可用性定義
2.2.2　可用性評估準則
2.2.3　可用性評估方法
第三章　研究設計
3.1　研究架構
3.2　實驗流程
3.2.1　實驗平台選擇
3.2.2　實驗樣本篩選
3.2.3　正式實驗
3.3　研究工具與變數定義
3.3.1　研究工具
3.3.2　研究變數與衡量
第四章　實證分析
4.1　行動商務網站可用性問卷分析
4.1.1　信度分析
4.1.2　問卷敘述性統計分析
4.2　行動商務網站可用性分析
4.2.1　實驗敘述性統計分析
4.2.2　研究假設檢驗
4.3　行動可用性問題彙整
第五章　結論與建議
5.1　實證結果
5.2　研究建議
參考文獻
附錄一
附錄二
附錄三

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