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研究生:林惠卿
研究生(外文):Lin, Hui Ching
論文名稱:大學圖書館網站首頁讀者視覺注意力之眼動 分析研究
論文名稱(外文):Assessing User’s Visual Attention on University Library Web Page with Eye Tracking Technology
指導教授:陳志銘陳志銘引用關係
指導教授(外文):Chen, Chih Ming
學位類別:碩士
校院名稱:國立政治大學
系所名稱:圖書資訊學數位碩士在職專班
學門:傳播學門
學類:圖書資訊檔案學類
論文種類:學術論文
畢業學年度:102
語文別:中文
論文頁數:80
中文關鍵詞:大學圖書館網站眼動追蹤廣告位置版面編排注意力
外文關鍵詞:university library websiteeye trackingadvertising positionlayoutattention
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隨著網際網路的普及,促使大學圖書館紛紛建立網站服務讀者。目前國內各大專院校圖書館網站的建置已達到百分之百,網頁成為行銷各校學術資源最直接快速的管道,而圖書館網頁也利用廣告吸引讀者對於活動訊息的注意。目前國內大學圖書館網站中,並非每個學校均設有廣告來傳播重要的訊息給讀者,即使擁有廣告也是呈現位置不一。在設計上,大學圖書館網站首頁廣告應與整體版面搭配,以引起讀者視覺關注,並達透過廣告成功行銷圖書館資源與活動的目的;而以圖書館行銷的角度考量,惟有促使圖書館網站首頁的廣告被有效注意與理解,才能達到成功行銷廣告內容的目的。
本研究採用真實驗研究法(true-experiment research method),結合網頁視覺設計相關理論對於讀者目光注意力的吸引原則,以及視覺元素之間如何影響讀者的視覺行為為基礎,設計出三種內容相同但廣告放置於不同位置之圖書館網站首頁,比較讀者視覺注意力行為的差異,並以國立中正大學大學部學生五十四名為研究對象,利用「眼球追蹤儀器」(eye tracker)收集受試者眼動指標資料,並進行廣告傳達內容之記憶效應檢測,以及實驗後輔以問卷調查與訪談,探討大學圖書館網站首頁的廣告位置對於讀者視覺注意力及記憶效應的影響。
研究結果發現,讀者在三種不同廣告圖片位置之眼動訊息、記憶效應、瀏覽順序、整體印象滿意度均具有顯著差異。研究結果歸納如下:
一、讀者在廣告置上版面具有較多的注視次數,但是在廣告置左版面則具有較多的視覺停駐。
二、讀者在三種不同廣告位置版面之廣告內容的記憶效應具有顯著差異,廣告圖片位置置左版面具有最佳之記憶效應。
三、讀者在廣告置左版面之廣告內容的記憶效應與眼動指標之「平均注視時間」具有顯著關聯性,其他兩種版面則均無顯著關聯。
四、讀者在三種不同廣告位置版面之其他讀者服務項目所定義興趣區的眼動指標具有顯著差異,廣告置左版面讀者服務項目具有較為平均之視覺分布。
五、讀者在三種不同廣告位置版面之瀏覽順序具有差異,廣告置左版面之廣告較能引起讀者的優先注視。
六、讀者在三種不同廣告位置版面之圖書館網站首頁的整體印象具有顯著差異,廣告置左版面獲得較高的評價;其中版面在「簡單的」、「不散亂的」、「可靠信任的」、「引人注目的」等項目上均顯著高於廣告置右與廣告置上版面。
綜合本研究之研究結果,建議圖書館應善用置左廣告位置提升圖書館行銷相關訊息之目的。此外,圖書館網站首頁應重視視覺元素編排對於版面整體印象的提升效應。圖書館網頁編排也應善用接近性與相似性原則,使得版面呈現具一致性。

The popularity of the Internet has pushed university libraries establishing websites to serve readers. The establishment of domestic university library websites has currently reached 100%, web pages become the most direct and rapid channels to market the academic resources, and advertisement on the library web pages is utilized for attracting readers’ attention to activities. So far, not all domestic university library websites are established advertisement for propagating important information to readers; even though there is advertisement, the presentation positions are distinct. In terms of the design, advertisement on the index page of a university library website should match the entire layout so as to appeal readers’ visual saliency and successfully market the library resources and activities. In consideration of library marketing, merely advertisement on the index page of a library website being effectively noticed and comprehended could the successful marketing be achieved.
With true-experiment research method, the visual design of web pages to attract readers’ attention in this study is integrated with the effects of visual elements on readers’ visual behaviors to design three identical advertising contents which are placed in different positions on the index page of the library website in order to compare the difference in readers’ visual attention. Furthermore, 54 undergraduate students in National Chung Cheng University are selected as the research participants. An Eye Tracker is utilized for collecting the participants’ eye-tracking indicators, and the memory effect of the advertisement is tested. Furthermore, the questionnaire survey and interviews are proceeded to discuss the effects of advertising position on the index page of a university library website on readers’ visual attention and memory effect.

The research findings show that the readers present significant difference on the eye-tracking information, memory effect, browsing order, and overall satisfaction of the three advertisement positions. The research results are concluded as follows.
1.The readers appear more attention on top-layout advertisement, but stay the vision more on left-layout advertisement.
2.The readers reveal remarkable difference on memory effect of advertisement among three advertisement positions, where the optimal memory effect appears on the left-layout advertisement.
3.The readers show significant correlations between memory effect of left-layout advertisement and the eye-tracking indicator of Average Fixation Time, while the rest two layouts do not show notable correlations.
4.The readers show remarkable difference on the eye-tracking indicator of interests defined in other reader service items of three advertisement layouts; the reader service items on the left-layout advertisement appear more average visual distribution.
5.The readers reveal distinct browsing orders on the three advertisement positions; the left-layout advertisement could better appeal the readers’ prior attention.
6.The readers show significantly different impression on the index page of the library website with three advertising positions; the left-layout advertisement acquires higher appraisal, where the items of Simple, Not Disordered, Reliable, Attention Attractive reveal higher appraisal than right-layout and top-layout advertisement.
Summing up the research results, the libraries are suggested to well apply left-layout advertisement to enhance the marketing information. What is more, the index page of a library website should focus on the layout of visual elements to promote the overall impression. The layout of library web pages should also well apply the principles of proximity and similarity to present the consistency.

目次...........................................i
圖目次.........................................ii
表目次.........................................vi
第一章 緒論.....................................1
第一節 研究動機..................................1
第二節 研究目的與問題.............................3
第三節 研究範圍與研究限制..........................4
第四節 名詞解釋..................................5
第二章 文獻探討..................................6
第一節 大學圖書館網站規劃..........................6
第二節 網站廣告位置對於訊息傳遞影響研究..............13
第三節 網頁視覺設計相關研究........................17
第四節 眼動行為.................................23
第三章 研究方法與實驗設計.........................27
第一節 研究架構.................................27
第二節 研究對象.................................29
第三節 實驗工具.................................30
第四節 實驗設計.................................33
第五節 實驗流程.................................39
第六節 資料分析.................................42
第四章 實驗結果分析........................... ..43
第一節 不同廣告位置與相關眼動指標分析...............43
第二節 不同廣告位置之記憶效應分析..................47
第三節 不同廣告位置之記憶效應與眼動指標相關分析..... .48
第四節 不同廣告位置版面之讀者服務項目眼動指標分析.....50
第五節 不同廣告位置版面之讀者瀏覽順序...............58
第六節 實驗問卷調查與訪談.........................62
第五章 結論與建議...............................67
第一節 結論....................................67
第二節 建議....................................70
參考文獻......................................72
附件一........................................78
附件二........................................79
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