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系統識別號 U0026-2507201414503800
論文名稱(中文) 知覺網站複雜度與任務科技配適對網站使用意圖之影響:以眼動實驗及問卷方法進行研究
論文名稱(英文) The effects of website complexities and task-technology fit on website use intentions: An investigation using eye-tracking experiments and survey
校院名稱 成功大學
系所名稱(中) 資訊管理研究所
系所名稱(英) Institute of Information Management
學年度 102
學期 2
出版年 103
研究生(中文) 王斌
研究生(英文) Bin Wang
學號 R76011058
學位類別 碩士
語文別 中文
論文頁數 88頁
口試委員 口試委員-陳正忠
口試委員-林彣珊
指導教授-王維聰
中文關鍵字 知覺網站複雜度  眼動追蹤  科技配適理論  持續使用意圖 
英文關鍵字 Perceived website complexity  Eye tracking  Task-Technology Fit 
學科別分類
中文摘要 近幾年網頁設計技術逐漸成熟,加上電子商務市場競爭激烈,而容易使用的操作介面,讓消費者可以輕鬆地完成流程,減少消費者在使用上的阻力,而本研究並非探討單純的網頁設計因子,而是將網頁設計元素綜整為三種要素,分別為網站成份複雜度、協調複雜度、動態複雜度,而在網站上活動主要可以分為目標導向與體驗導向,而過去研究也發現個人特質也會影響對於網站的採用,將使用科技準備度為個人特徵進行探討,為了探討複雜度與任務下會對使用者的持續使用意圖造成怎樣的影響,本研究選擇利用任務科技配理論進行探討。
任務科技配適度 (TTF)已廣泛的被用在解釋資訊科技的採用,常被用來衡量使用者所用之資訊科技是否與其任務配適,其中主要分為三個構面,分別為任務、個人與科技特徵,當此三個構面配合的越好則任務配適越佳,而任務配適度將會正向影響使用者的持續使用意圖。
眼動追蹤技術(eye tracking)是一種運用來記錄人類行為的測量行為,此種技術能協助研究者紀錄使用者在特定時間的凝視點以及凝視資訊陳列的運動順序及軌跡。眼動追蹤技術有助於建構使用者觀看螢幕的注意力分布與資訊處理同步紀錄的眼動資料,可提供介面評估的客觀資料,因此眼動追蹤方法處理視覺訊息是相當有效的做法,利用眼動追蹤技術探討在不同複雜度、任務目標下會有如何的眼動指標差距。
本研究目前收集30位眼動資料、總計325份問卷,透過結構方程式(SEM)進行資料分析。研究結果發現協調、動態複雜度對任務科技配適度有負向關係,而科技準備度對於任務科技配適有正向關係,任務科技配適與任務模式對於持續使用意圖呈現正向關係,並找出數個在不同程度複雜度下顯著不同的實驗指標。
英文摘要 According to an investigation by Lotto group and the Institute for Information Industry, website design and usage are very important issues. Most website usage studies typically adopt questionnaire surveys, but sometimes users can’t express their real thoughts in a questionnaire survey. Therefore, in this study, an eye tracking method and questionnaire survey are used simultaneously.
Prior studies discussing websites have mainly focused on their design. However, other than focusing on the design of websites, there are some other factors that must be taken into consideration. This study explores websites through personal features as well as technological characteristics and the task type used in the website technology. Perceived website complexity is an important factor for identifying interface design simplicity. In the case of websites, a user friendly interface will be a key factor related to whether a user can easily use a website. This study uses perceived website complexity, along with task-technology fit theory, to explore intent to continue use of a website.
Based on 378 questionnaires filled out by website users, this study applied PLS (partial least-squares) to investigate the proposed model. The results indicate that technology readiness has a positive influence on task-technology fit; perceived dynamic complexity negatively influences task-technology fit; perceived coordinative complexity negatively influences task-technology fit, and task technology fit has a positive influence on user intent to continue use. In the eye-tracking part of the experiment, several key eye-movements are identified that distinguish perceived component complexity, perceived coordinative complexity and perceived dynamic complexity at high or low levels. The results indicate that use of websites is not only influenced by technology, but is also significantly impacted by individual characteristics. The research results can provide a practical reference for website service providers.
論文目次 摘要 i
Abstract ii
誌謝 vi
目錄 vii
圖目錄 x
表目錄 xi
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 2
第三節 研究範圍與限制 2
第四節 研究流程 3
第二章 文獻探討 4
第一節 知覺網站複雜度(Perceived website complexity) 4
2.1.1 知覺網站複雜度 4
2.1.2 知覺網站複雜度構成要素 5
第二節 任務模式 6
第三節 科技準備度(Technology Readiness; TR) 6
第四節 任務科技配適模型 8
2.4.1 任務科技配適模型過去研究方向 9
2.4.2 科技績效鏈(Technology to Performance Chain, TPC) 10
2.4.3 使用科技配適理論探之研究 11
2.4.4 任務科技配適理論構面 12
第五節 眼動儀實驗方法 16
第三章 實驗規劃與研究方法 20
第一節 研究模型 20
第二節 研究假說 21
3.2.1 科技準備度 21
3.2.2 知覺網站複雜度與任務科技配適度 23
3.2.3 任務模式、知覺網站複雜度與任務科技配適度 24
3.2.4 任務與任務科技配適度與持續使用意圖 25
眼動儀實驗設計 27
第三節 實驗對象 27
第四節 實驗儀器設備 28
第五節 實驗素材 28
第六節 操弄檢定 35
第七節 實驗設計 35
第八節 實驗流程 37
第九節 分析辦法 40
第十節 問卷實驗辦法 41
3.10.1 問卷設計 42
3.10.2 科技準備度問項 42
3.10.3 知覺網站複雜度問項 44
3.10.4 任務模式問項 45
3.10.5 任務科技配適度問項 46
3.10.6 持續使用意圖 47
第四章 資料分析 48
第一節 眼動資料分析 48
4.1.1 受測者基本資料 48
4.1.2 知覺成分複雜度指標分析 49
4.1.3 知覺協調複雜度指標分析 51
4.1.4 知覺動態複雜度 52
第二節 前測資料分析 54
第三節 問卷資料分析 63
4.3.1 資料分析 63
4.3.2 信度分析 64
4.3.3 結構方程式衡量模型 69
4.3.4 收斂效度 69
4.3.5 區別效度 72
4.3.6 共線性檢測 73
第四節 結構方程式之結構模型 73
第五節 調節效果驗證 75
第六節 小結 78
第五章 結論與建議 79
第一節 研究發現與結論 79
第二節 研究貢獻 81
第三節 研究限制與未來研究方向 82
參考文獻 84
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