臺灣博碩士論文加值系統

使用者感受到的網站美感設計與較低的畫面複雜度正向地影響對此網站的信任程度。本研究進行三個實驗，探討三個因素的關聯：網頁的畫面複雜度、美感、與使用者的信任程度。實驗一的結果表示，使用者較信任文字複雜程度較高的網頁設計。實驗二的結果表示，圖像複雜程度高的網頁設計對信任感會造成負面的影響。實驗三延續實驗一、二的結論，將複雜程度區分為文字複雜度與圖像複雜度，進一步確認是何種因子，（文字或圖像）將影響使用者感受到的美感與信任感。
總體結論指出，文字與圖像的複雜程度對於購物網站的信任感會造成不同的影響。網站視覺設計師可以透過減少圖像的複雜程度，增加使用者的信任感與美感偏好。這項研究的結果可以幫助開發自動化的工具軟體程式，根據計算出畫面的複雜程度，預測使用者的信任程度與對此網站設計的美感偏好。

Perceived visual aesthetics of a web site positively affects a user's credibility assessment of the site and less visual complex web page is associated with more favorable attitudes toward the page. Here we further investigate whether the visual complexity of a web site affects its aesthetic preference and as a consequence is associated with the users’ credibility. Three experiments with on-line payment scenario were conducted. Experiment 1 shows users trust pages with higher text-based complexity more. Experiment 2 shows perceived image-based complexity is negatively correlated with credibility. Experiments 3 further separate visual complexity into text-based complexity and image-based complexity to help identify whether the text-based or image-based complexity may affect credibility and aesthetic preferences on web page. Our results show that text-based complexity and image-based complexity have different effects on the credibility of on-line shopping site. Designers can decrease image-based complexity of a web site to increase users’ aesthetic preference and trust. This work can serve as the fundament to develop an automatic evaluation tools to predict the users’ trust and preference of a web page based on the visual complexity computation.

摘要 i
SUMMARY ii
ACKNOWLEDGEMENTS iii
TABLE OF CONTENTS iv
LIST OF TABLES vi
LIST OF FIGURES vii
CHAPTER 1 INTRODUCTION 1
CHAPTER 2 LITERATURE REVIEW 4
2.1 Aesthetic Preference Can Affect Credibility 4
2.1.1 Aesthetic and Credibility in Web Site Design 4
2.1.2 How Do User Evaluate the Credibility of Web Sites? 5
2.2 The Aesthetic Elements which Affects Credibility 6
2.2.1 The Effect of Aesthetic on Web Credibility. 6
2.2.2 Wang, Y. D., ＆ Emurian, H. H. Trust-Inducing Features 8
2.3 The High Correlation Between Visual Complexity and Aesthetic Preference 9
2.4 The Ways to Calculate Visual Complexity 10
CHAPTER 3 Experiments 1 11
3.1 Method 11
3.1.1 Participants 11
3.1.2 Apparatus 12
3.1.3 Stimuli 12
3.1.4 Procedure 12
3.2 Results and Discussion 13
CHAPTER 4 Experiments 2 15
4.1 Method 15
4.2 Results and Discussion 15
CHAPTER 5 Experiments 3 19
5.1 Method 19
5.1.1 Participants 19
5.2 Results and Discussion 19
CHAPTER 6 General discussion 24
CHAPTER 7 Implications and Limitations 27
7.1 Implications for Design Research 27
7.2 Implications for Designer 27
7.3 Limitations 28
CHAPTER 8 Conclusion 29
REFERENCES 30
Appendix A THE QUESTIONNAIRE OF EXPERIMENT 1 AND 2 34
Appendix B THE QUESTIONNAIRE OF EXPERIMENT 3 35

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