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研究生:賴逸婷
研究生(外文):Yi-Ting Lai
論文名稱:網站體驗品質評估之研究
論文名稱(外文):A study on experience quality assessment of websites
指導教授:管倖生管倖生引用關係
指導教授(外文):Shing-Sheng Guan
學位類別:碩士
校院名稱:國立雲林科技大學
系所名稱:視覺傳達設計系碩士班
學門:設計學門
學類:視覺傳達設計學類
論文種類:學術論文
論文出版年:2007
畢業學年度:95
語文別:中文
論文頁數:159
中文關鍵詞:體驗設計成效分析體驗品質網站
外文關鍵詞:WebsiteExperience qualityEexperience designImportance-Performance Analysis (IPA)
相關次數:
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  經濟模式由產品、服務深化至體驗經濟,唯有透過獨特的消費活動才能形成市場與產品的區隔差異。過去諸多研究以探討實體環境於體驗品質之影響,鮮少以虛擬網絡進行剖析;然網路隨著科技而強大與普及,順應體驗經濟的概念,網站遂成為業者創造顧客體驗的理想平台。得知設計是依循經濟模式而演變,故本研究將體驗觀點導入網站設計中,以台灣地區之網站為對象,同時建構具信效度之評估量表,藉此調查與蒐集使用者之意見,提供網站建置與維護階段之參考方針。
  研究過程由國內外文獻及業界觀點以釐清概念,同時彙整體驗品質之要素內容,並透過兩階段焦點團體法進行要素修正、收斂與問項發展,初步擬定評估量表內容;其次經專家觀點進行要素分堆,以萃取構面,並建構評估模式之雛形。最後由兩階段正式調查之數據表現,以檢驗量表問項、構面與概念之一致性與穩定度,以及評析台灣地區不同網站類型於體驗品質之關係與成效。茲分述研究結果如下:
1.本研究之網站體驗品質評估量表組織架構為:(1)趣味構面:由趣味感、娛樂感及驚奇感等要素所構成;(3)流暢構面:由主控感、參與感、傳達感、交流感及流暢感所構成;(4)情境構面:由一致感、美感、氛圍感、情境感及真實感所構成。
2.為提高網站體驗品質之表現,相關設計建議為:(1)入口型網站與資訊型網站應著重流暢構面之表現;(2)仲介型網站則應注重流暢與情境構面的呈現;(3)銷售型網站應重視沉浸構面的表現;(4)社群型網站於趣味、沉浸、流暢及情境等構面均受使用者所重視;(5)個人型網站應重視在情境構面的表現。
3.以本評估量表進行台灣地區之網站體驗品質調查,代表性樣本包含:Yahoo、Youtube、104人力仲介、露天拍賣、巴哈姆特電玩資訊站與無名小站。成效分析結果簡述如下:(1)整體而言,體驗品質表現最佳之網站為巴哈姆特電玩資訊站與無名小站;(2) 建議Yahoo奇摩及露天拍賣應重視情境構面之表現;(3)整體而言,體驗品質表現較差之網站為104人力仲介,建議該網站應積極改善於趣味構面、沉浸構面及情境構面之表現。
Economy model has transformed from products and service deeply feeling into experiencing economy itself; therefore, the distinction between markets and products could only be formed through the unique consuming activity. Many researches had been done in discussing the influence of actual environment to the quality experience; however, few of them analyzed the fields in the virtual networks. Owing to the advanced internet technology, websites turned to be ideal platforms for companies to build client-experienced environment in accordance with the concept of experiencing economy. This study incorporated the experiencing viewpoint with website designs. The research targets were the websites in Taiwan domain. The evaluation scale with validity and reliability was built to investigate and to collect users’ opinions to provide a referential guideline in constructing and maintaining websites.

Concept clarifications came from the domestic and foreign literatures and the ideas from industries while the factors and contents of experience quality were collected at the same time. Two-phase focused group discussion was adopted to revise the factor and restrain and develop the questions, initially building the scale content. The statistic result from the two-phase formal investigation was used to examine the consistency and stability of evaluation questions, dimensions and concepts and to estimate the importance-performance analysis of experience quality of different websites in Taiwan domain. The results were the followings:

1.The structures of website experience quality evaluation scale in this study were: (1) Interesting dimension: Composed of the elements of fun, amusement and surprise; (2) Immersed dimension: Composed of the elements of immersion, satisfaction, motivation, suspense and imagination; (3) Fluent dimension: Composed of the elements of dominance, participation, conveyance, sociability and flow; (4) Scenario dimension: Composed of the elements of consistency, aesthetic, atmosphere, scenario and reality.

2.The suggestions for enhancing the performance of website experience quality were: (1) The performance of fluent dimension shall be emphasized by portal and information websites; (2) The presentation of fluent and scenario dimensions shall be stressed by agency websites; (3) The performance of immersed dimension shall be noticed by sale websites; (4) Users from social network sites regarded interesting, immersed, fluent and scenario dimensions as important elements; (5) The performance of scenario dimension shall be emphasized by personalized websites.

3.The represented samples in this study were Yahoo, Youtube, 104 Job Bank, Ruten auction website, Bahamut gamer website and Wretch website. The brief result summaries were: (1) In general, the Bahamut gamer website and the Wretch website deserved the best website experience quality; (2) Yahoo and Ruten auction website were recommended to emphasize their performances of scenario dimensions; (3) Overall, the 104 Job Bank received the worse result in the website experience quality; therefore, it was recommended to aggressively improve its performance in interesting, immersed and scenario dimensions.
摘要………………………………………………………………………………………… i
ABSTRACT…………………………………………………………………………………… iii
目錄………………………………………………………………………………………… v
表目錄……………………………………………………………………………………… ix
圖目錄……………………………………………………………………………………… xi
第一章 緒論……………………………………………………………………………… 1
1.1 研究背景與動機………………………………………………………… 1
1.2 研究目的………………………………………………………………… 2
1.3 研究範圍………………………………………………………………… 2
1.4 名詞釋義………………………………………………………………… 3
1.5 論文架構………………………………………………………………… 4
第二章 文獻探討………………………………………………………………………… 5
2.1 網站類型………………………………………………………………… 5
2.2 體驗的意涵……………………………………………………………… 9
2.3 網站體驗品質…………………………………………………………… 13
2.3.1 品質的概念…………………………………………………………… 13
2.3.2 體驗品質……………………………………………………………… 13
2.3.3 體驗品質要素………………………………………………………… 15
2.4 體驗設計的概念………………………………………………………… 17
2.5 體驗設計要素…………………………………………………………… 17
2.6 網站體驗滿意度………………………………………………………… 19
2.7 評估量表………………………………………………………………… 20
第三章 研究方法………………………………………………………………………… 21
3.1 研究架構………………………………………………………………… 22
3.2 評估模式………………………………………………………………… 22
3.3 描述變數………………………………………………………………… 23
3.4 研究設計………………………………………………………………… 24
3.4.1 網站體驗品質之要素彙整…………………………………………… 24
3.4.2 網站體驗要素之收斂………………………………………………… 26
3.4.3 代表性實驗樣本……………………………………………………… 31
3.4.4 問卷預試……………………………………………………………… 34
3.5 正式調查………………………………………………………………… 35
3.5.1 正式量表檢驗………………………………………………………… 35
3.5.2 正式網站樣本調查…………………………………………………… 39
第四章 結果分析………………………………………………………………………… 42
4.1 評估量表之建構………………………………………………………… 42
4.1.1 評估要素彙整………………………………………………………… 42
4.1.2 專家效度建立………………………………………………………… 46
4.1.3 評估模式之建立……………………………………………………… 49
4.2 預試實施………………………………………………………………… 59
4.2.1 試題預試……………………………………………………………… 59
4.2.2 前測結果……………………………………………………………… 59
4.2.3 小結…………………………………………………………………… 61
4.3 正式量表之項目分析…………………………………………………… 62
4.3.1 問卷篩選方式………………………………………………………… 62
4.3.2 受測者組成結構……………………………………………………… 63
4.3.3 描述性統計…………………………………………………………… 64
4.3.4 極端組比較…………………………………………………………… 65
4.3.5 同質性檢驗…………………………………………………………… 65
4.3.6 信度分析……………………………………………………………… 68
4.3.7 小結…………………………………………………………………… 68
4.4 評估模式檢驗…………………………………………………………… 69
4.4.1 各構面信度分析……………………………………………………… 69
4.4.2 因素分析檢驗………………………………………………………… 70
4.4.3 小結…………………………………………………………………… 73
4.5 網站體驗品質調查……………………………………………………… 73
4.5.1 受測者組成結構……………………………………………………… 74
4.5.2 網站類型與體驗品質之重要性分析………………………………… 75
4.5.3 網站體驗品質之成效分析…………………………………………… 86
第五章 結論與建議……………………………………………………………………… 96
5.1 研究結論………………………………………………………………… 96
5.1.1 體驗品質評估量表之結論…………………………………………… 96
5.1.2 量表建構與研究方法操作…………………………………………… 98
5.1.3 網站類型與體驗品質之重要性結果………………………………… 99
5.1.4 台灣地區網站體驗品質之評估結果………………………………… 100
5.2 研究貢獻………………………………………………………………… 106
5.3 研究限制………………………………………………………………… 106
5.4 後續研究建議…………………………………………………………… 107
參考文獻………………………………………………………………………………… 109
中文部份……………………………………………………………………… 109
外文部份……………………………………………………………………… 110
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