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研究生:張貞瑩
研究生(外文):Chen-ying Chang
論文名稱:設計資訊網頁的連結架構與使用者認知風格類型對瀏覽行為之影響
論文名稱(外文):The Effects of Page-Linking Architectures and Cognitive Styles on Browsing Behaviors in the Web Sites of Design Information Services
指導教授:陳立杰陳立杰引用關係
指導教授(外文):Li-Chieh Chen
學位類別:碩士
校院名稱:大同大學
系所名稱:工業設計學系(所)
學門:設計學門
學類:產品設計學類
論文種類:學術論文
論文出版年:2005
畢業學年度:93
語文別:中文
論文頁數:156
中文關鍵詞:瀏覽行為連結架構使用者認知風格適性化網頁
外文關鍵詞:adaptive web pagesBehavior of web-page browsinguser’s cognitive style
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為了滿足不同類型客戶的需求,近年來有一些網站可在使用者瀏覽網頁時提供即時的客製化網頁。在設計資訊網頁的設計元素中,網頁架構是決定瀏覽效率的一個重要因素。此外,不同的使用者認知風格也可能對網頁瀏覽行為造成影響,進而影響瀏覽時的績效。本研究的目的,為探討在設計資訊網頁中的“連結架構”與“使用者認知風格類型”對網頁瀏覽行為的影響,並進一步訂定適性化設計資訊網網頁架構的設計原則。本研究首先進行GEFT(Group Embedded Figures Test)群體藏圖實驗,受測者經過篩選之後再進行第二階段的階層式與階層線性混合式網頁上機實驗,以分成三種類型的5個搜尋任務,進行實驗。利用雙因子變異數分析檢定不同的認知風格及連結架構對搜尋時間、瀏覽頁數、主觀評量是否有差異,並利用群集分析探討瀏覽路徑之差異。
研究結果顯示:(1)在一個資訊網站中,可依使用者經常執行的任務類型分別製定適性化原則。(2)當搜尋任務為「與日期有關之主題搜尋」類別,使用階層線性混合式網頁會有較少的瀏覽時間與較少的瀏覽頁數。(3)當搜尋任務為「事實搜尋」類別,可以選擇階層線性混合式架構,在瀏覽頁數上會有較佳的表現。當搜尋任務為「事實搜尋」類別的任務,場地依賴者(field dependent (FD))比場地獨立者(field independent (FI))較常使用網頁頁面所給予的連結按鈕,但FD(field dependent)受測者卻會花較多的搜尋時間。本研究亦發現深度或廣度的瀏覽行為與受測者的認知風格沒有很大的關聯性存在。而因為階層式架構會使受測者偏向於深度的瀏覽行為,且階層線性混合式架構可滿足習慣深度及廣度搜尋的使用者在不同行為上之需求,故深度或廣度的瀏覽行為是與連結架構有相關的。整體來說,就設計資訊網頁而言,階層線性混合式架構是比較適合的連結架構。
In order to satisfy with the demand from different kinds of customers, some websites can provide the real time and adaptive web pages when the users are browsing the web pages. In the design factors of devising information web pages, the architecture of web pages is the important decisive factor of browsing efficiency. Besides, the cognitive styles of different users may also affect the behaviors of web pages browsing and then affect the results of browsing. The purpose of this study is to study the effect of “the link architecture” and “the type of user’s cognitive style” upon the behavior of web pages browsing in the design of information web pages, and further to establish the design rules of the architecture of information web pages. First, the subjects were assigned to take the Group Embedded Figure Test (GEFT). After determining their cognitive styles, i.e. Field Dependent (FD) or Field Independent (FI), they then participated in the experiments of hierarchical and mixed (hierarchical with linear) web site architectures on the computer in the second phase. There were five assignments which are based on the common questions users would like to search in the web site of design information service. After these experiments, the researcher used Analysis of Variance to determine whether two web pages and two cognitive styles have significant effects on the performance of subjects or on subjective evaluation while operating web pages. This study also focused on the browsing behavior that was used to conduct Cluster Analysis to determine the effects of two web pages and two cognitive styles.
The results show that when the searching assignments in an information web site are most of “topic searching concerned with date,” using mixed (hierarchical with linear) web pages yield less browsing time and less browsing pages. If most of the searching assignments are “fact searching,” the designer can use mixed architecture for better performance in browsing pages. When the searching assignment is “fact searching,” FD subjects are more frequently use the link buttons on the web pages. However, FD subjects spend more time in searching. This study also finds breadth or depth browsing behavior does not relate to the subject’s cognitive style. Besides, hierarchical architecture deflects subject to depth browsing behavior, and hierarchical with linear architecture can satisfy customers who with different behaviors, i.e., depth or breadth searching. Therefore, the depth or breadth browsing behavior relate to link architecture. Overall, hierarchical with linear link architecture is more appropriate for web pages for design information services.
中文摘要….………...……….…………………….…………………………i
英文摘要...………...……….…………………….…………………………iii
謝誌……….………...……….…………………….………………………...v
目錄……….………...……….…………………….………………………..vi
圖目錄………...……...….…………………….……………………………ix
表目錄………...……….…………………….……………………………..xii

第一章 緒論...........................................................................................................................1
1-1 研究背景與動機..................................................................................................................1
1-2 研究目的...............................................................................................................................1
1-3 研究流程...............................................................................................................................2

第二章 文獻探討.................................................................................................................3

2-1 適性化的超媒體..................................................................................................................3
2-2 認知風格與學習..................................................................................................................4
2-3網頁連結架構.......................................................................................................................6
2-3-1 階層式(hierarchical)或樹狀的實體網路架構.......................................................7
2-3-2 線性(linear)的實體網路架構.................................................................................7
2-3-3 矩陣(matrix)或格狀(grid)的實體網路架構..........................................................8
2-3-4 完全網狀(full mesh) 的實體網路架構................................................................8
2-3-5 隨心所欲的網狀(Arbitrary network)實體網路架構............................................9
2-3-6 網頁架構的深度與廣度.......................................................................................10
2-4 搜尋任務.. .........................................................................................................................11
2-5 文獻探討結論....................................................................................................................11
第三章 實驗設計...............................................................................................................13

3-1 實驗變數.............................................................................................................................13
3-2 實驗頁面的規劃................................................................................................................13
3-3 網頁系統的建立................................................................................................................22
3-4 實驗任務與主觀評量.......................................................................................................22
3-5 受測者.................................................................................................................................28
3-6 實驗步驟.............................................................................................................................29

第四章 實驗結果................................................................................................................31

4-1 GEFT群體藏圖實驗..........................................................................................................31
4-2 階層與階層線性混合兩種測試網頁的上機實驗........................................................32
4-2-1 搜尋時間................................................................................................................35
4-2-2 瀏覽頁數................................................................................................................37
4-2-3 主觀評量................................................................................................................40
4-2-4 瀏覽路徑................................................................................................................42
4-3 實驗結果綜合比較...........................................................................................................59

第五章 討論..........................................................................................................................63

5-1 連結架構.............................................................................................................................63
5-2 認知風格.............................................................................................................................63
5-3 瀏覽路徑.............................................................................................................................64

第六章 結論與建議...........................................................................................................65

6-1 結論.....................................................................................................................................65
6-2 對後續研究之建議...........................................................................................................66
參考文獻.................................................................................................................................67
中文文獻....................................................................................................................................67
英文文獻....................................................................................................................................68

附錄...........................................................................................................................................71
附錄A:第一階段實驗之GEFT群體藏圖實驗.................................................................72
附錄B:第二階段實驗之實驗網頁(階層線性混合式網頁HL1-HL13;階層式網頁H1-H13) .....................................................................................................................81
附錄C:第二階段實驗之上機測試問卷...............................................................................91




















圖目錄

圖1-1:研究流程圖....................................................................................................................2
圖2-1:階層式網路架構...........................................................................................................7
圖2-2:線性式網路架構...........................................................................................................7
圖2-3:矩陣式網路架構...........................................................................................................8
圖2-4:完全網狀式網路架構...................................................................................................8
圖2-5:隨心所欲的網狀式網路架構......................................................................................9
圖2-6:廣度網路架構..............................................................................................................10
圖2-7:深度網路架構.............................................................................................................10
圖3-1:設計共和現有網頁.....................................................................................................14
圖3-2:波酷網現有網頁..........................................................................................................14
圖3-3:designnews現有網頁...................................................................................................15
圖3-4:階層式連結架構結構圖.............................................................................................16
圖3-5:階層線性混合式連結架構結構圖.............................................................................16
圖3-6:實驗網頁-階層式網頁連結說明圖..........................................................................17
圖3-7:實驗網頁-階層線性混合式網頁連結說明圖.........................................................18
圖3-8:階層式與階層線性混合式網頁的首頁...................................................................19
圖3-9:階層式與階層線性混合式-第二層............................................................................20
圖3-10:階層式第三層.............................................................................................................20
圖3-11:階層線性混合式第三層............................................................................................21
圖3-12:任務一的答案位置...................................................................................................23
圖3-13:任務二的答案位置...................................................................................................24
圖3-14:任務三的答案位置...................................................................................................25
圖3-15:任務四的答案位置...................................................................................................26
圖3-16:任務四的答案位置...................................................................................................27
圖3-17:GEFT群體藏圖實驗的範例.....................................................................................29
圖4-1:利用ASP程式紀錄受測者上機實驗的瀏覽歷程範例........................................34
圖4-2:36位受測者在階層與階層線性混合兩種網頁中瀏覽路徑的群集分析..........43
圖4-3:網頁頁面的編碼..........................................................................................................44
圖4-4:在A群路徑的第二層中,路徑的平均次數..........................................................45
圖4-5:在A群路徑的第二層到第三層,路徑的平均次數(a) ........................................45
圖4-6:在A群路徑的第二層到第三層,路徑的平均次數(b) .......................................46
圖4-7:在A群路徑的第二層到第三層,路徑的平均次數(c) ........................................46
圖4-8:在A群路徑的第三層,路徑的平均次數(a) ........................................................46
圖4-9:在A群路徑的第三層,路徑的平均次數(b) ........................................................47
圖4-10:在A群路徑的第三層,路徑的平均次數(c) .......................................................47
圖4-11:在B群路徑的第二層中,路徑的平均次數........................................................48
圖4-12:在B群路徑的第二層到第三層,路徑的平均次數(a) .....................................49
圖4-13:在B群路徑的第二層到第三層,路徑的平均次數(b) ......................................49
圖4-14:在B群路徑的第二層到第三層,路徑的平均次數(c) .....................................50
圖4-15:在B群路徑的第三層,路徑的平均次數(a) .......................................................50
圖4-16:在B群路徑的第三層,路徑的平均次數(b) ......................................................50
圖4-17:在B群路徑的第三層,路徑的平均次數(c) ......................................................50
圖4-18:在C群路徑的第二層中,路徑的平均次數........................................................51
圖4-19:在C群路徑的第二層到第三層瀏覽路徑的平均次數(a) ...................................52
圖4-20:在C群路徑的第二層到第三層瀏覽路徑的平均次數(b) .................................52
圖4-21:在C群路徑的第二層到第三層瀏覽路徑的平均次數(c) .................................53
圖4-22:在C群路徑的第三層,路徑的平均次數(a) .......................................................53
圖4-23:在C群路徑的第三層,路徑的平均次數(b) .......................................................53
圖4-24:在C群路徑的第三層,路徑的平均次數(c) ........................................................53
圖4-25:經由群集分析後,C群內的再次分群.................................................................55
圖4-26:C1群路徑的第二層中,路徑的平均次數...........................................................56
圖4-27:C2群路徑的第二層中,路徑的平均次數...........................................................56
圖4-28:C1群路徑的第二層到第三層,路徑的平均次數...............................................56
圖4-29:C2群路徑的第二層到第三層,路徑的平均次數...............................................57
圖4-30:C1群路徑的第三層,路徑的平均次數..................................................................57
圖4-31:C2群路徑的第三層,路徑的平均次數...............................................................57
圖A-1:第一階段實驗,GEFT群體藏圖實驗,第一部分(二分鐘,共七題) (1至4題) .............................................................................................................................72
圖A-2:第一階段實驗,GEFT群體藏圖實驗,第一部分(二分鐘,共七題) (5至7題) .... ........................................................................................................................73
圖A-3:第一階段實驗,GEFT群體藏圖實驗,第二部分(五分鐘,共九題)(1至4題) ............. ...............................................................................................................74
圖A-4:第一階段實驗,GEFT群體藏圖實驗,第二部分(五分鐘,共九題) (5至8題) ............. ...............................................................................................................75
圖A-5:第一階段實驗,GEFT群體藏圖實驗,第二部分(五分鐘,共九題) (9題) ............. ...............................................................................................................76
圖A-6:第一階段實驗,GEFT群體藏圖實驗,第三部分(五分鐘,共九題) (1至4題) .............................................................................................................................77
圖A-7:第一階段實驗,GEFT群體藏圖實驗,第三部分(五分鐘,共九題) (5至8題) .......... ..................................................................................................................78
圖A-8:第一階段實驗,GEFT群體藏圖實驗,第三部分(五分鐘,共九題) (9題) ..... .......................................................................................................................79
圖A-9:GEFT群體藏圖實驗-解答........................................................................................80














表目錄

表3-1:五個任務的定義分類.................................................................................................22
表3-2:GEFT群體藏圖實驗的判定方法.............................................................................30
表4-1:50個受測者GEFT群體藏圖實驗的得分資料......................................................31
表4-2:50位受測者的認知風格分類...................................................................................32
表4-3:上機實驗的受測者分配表........................................................................................33
表4-4:針對搜尋時間,階層與階層線性混合網頁的敘述性統計.................................35
表4-5:針對搜尋時間,FD認知風格與FI認知風格的敘述性統計.............................36
表4-6:針對任務2的搜尋時間,ANOVA分析的檢定結果.............................................36
表4-7:針對任務5的搜尋時間,ANOVA分析的檢定結果...........................................37
表4-8:針對瀏覽頁數,階層與階層線性混合網頁的敘述性統計.................................38
表4-9:針對瀏覽頁數,FD認知風格與FI認知風格的敘述性統計.............................38
表4-10:針對任務4的瀏覽頁數,ANOVA分析的檢定結果............................................39
表4-11:針對任務5的瀏覽頁數,ANOVA分析的檢定結果.........................................39
表4-12:針對5個任務的總瀏覽頁數,ANOVA分析的檢定結果................................39
表4-13:針對主觀評量,階層與階層線性混合網頁的敘述性統計...............................40
表4-14:針對主觀評量,FD認知風格與FI認知風格的敘述性統計.............................41
表4-15:針對主觀評量的問題6,ANOVA分析的檢定結果...........................................41
表4-16:路徑分析的輸入方式,縱軸與橫軸數字為頁面編碼........................................42
表4-17:A群的路徑行為分析...............................................................................................48
表4-18:B群的路徑行為分析...............................................................................................51
表4-19:C群的路徑行為分析...............................................................................................54
表4-20:A群、B群、C群整體的路徑行為.......................................................................55
表4-21:C1和C2兩群在路徑上的T檢定結果.................................................................58
表4-22:針對操作時間、瀏覽頁數、主觀評量對兩種連結架構實驗結果的整理......59
表4-23:針對操作時間、瀏覽頁數、主觀評量對兩種認知風格結果的整理..............60
表4-24:兩種連結架構對兩種認知風格的交互作用的整理.............................................61
表4-25:A群、B群、C群整體的路徑行為屬性................................................................62
表4-26:C1、C2群的受測者認知風格與路徑行為屬性..................................................62
中文文獻
1.李世林,2001,智慧型適性化教學系統開發平台之研究,中華大學資訊工程學系碩士班碩士論文。
2.書百川,2000,以學習者瀏覽行為預測學習者學習型態,中華大學資訊管理學系碩士論文。
3.郭德鴻,2003,應用資料探勘技術於網頁架構適性化之研究--以國內某大型家具網站為例,中國文化大學資訊管理研究所碩士在職專班碩士論文。
4.黃星峰,2003,運用資料探勘建立個人適性化學習網站,大同大學資訊經營研究所碩士論文。
5.劉純芳, 1997,全球資訊網使用者瀏覽行為分析,輔仁大學圖書資訊學系碩士論文。
6.蕭銘宏、李傳房,1997,全球資訊網操作介面之研究,1997中華民國設計學會設計學術研究成果研討會論文集,pp. 23-26。











英文文獻
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4.Borges, J. A., Morales, I., and Rodriguez, N. J., 1997, Page Design Guidelines Developed Through Usability Testing, in Forsythe, C., Grose, E., and Ratner, J. (Eds.), Human Factors and Web Development, pp. 137-152, Lawrence Erlbaum Associates, Mahwah, NJ.
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6.Cockburn A. and McKenzie, B., 2001, “What do web users do? An empirical analysis of web use,” International Journal of Human-Computer Studies, Vol. 54, pp. 903-922.
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