隨著科技發展，線上交易行為日益普及。近年更因為疫情的爆發，導致更多日常行為從線下轉移至線上。除了有形的商品外，也開始有了許多以「人」為主的服務提供平台。本研究根據訊號理論作為訊號發送架構，以資訊覓食理論作為使用者的訊號搜尋依據。探討判斷人的服務品質時，主要關注的資訊為何，並針對線上教學以及線上接案平台兩種狀況作分析。此外，對於此類特殊專業領域的平台，判斷服務提供的品質好壞常常需要有相對應的知識，因此本研究亦探討了使用者先備知識的充分程度是否會影響重視的資訊。本研究透過眼動儀蒐集受測者真實的生理資訊，了解使用者最主觀的行為判斷。本研究發現普遍使用者較為重視常規訊號，資訊背景的使用者較為關注自我介紹、工作經歷與專案經歷；反之，非資訊關注的是專業。而學習為目的的使用者較為關注評價；外包則為專案經歷。最後，提出結論與建議，提供後續研究與服務提供者作為參考。

With the development of technology, online trading is becoming increasingly popular. In recent years, the outbreak of the epidemic has led to a shift from offline to online everyday activities. In addition to tangible goods, there are also many "people" oriented service delivery platforms. This study uses signal theory as a signal delivery framework and information foraging theory as a basis for users' signal search. The study examines the information that is of primary concern when judging the quality of human services, and analyzes two conditions: online teaching and online case-receiving platforms. In addition, for platforms in this particular professional field, judging the quality of service provision often requires corresponding knowledge, so this study also investigates whether the adequacy of users' prior knowledge affects the information valued. This study collected real physiological information from the subjects through eye-tracking to understand the most subjective behavioral judgments of the users. The study found that general users were more concerned with conventional signals, users with information background were more concerned with self-presentation, work experience, and project experience; conversely, non-information users were more concerned with profession. On the contrary, non-information users were more concerned with professionalism, while learning-oriented users were more concerned with evaluation and project experience. Finally, conclusions and recommendations were made to provide reference for subsequent research and service providers.

論文審定書 i
誌謝 ii
摘要 iii
Abstract iv
目錄 v
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 5
第三節 研究流程 7
第二章 文獻回顧 8
第一節 線上輔導(E-mentoring) 8
第二節 零工經濟(Gig Economy) 10
第三節 訊號理論 12
第四節 資訊覓食理論(Information-Foraging Theory) 16
第五節 認知科學(Cognitive Science)與眼球追蹤技術(Eye Tracking) 22
第三章 研究架構與方法 31
第一節 研究模型 31
第二節 研究假說 32
第三節 實驗設計 35
第四節 實驗前測 38
第五節 實驗流程 43
第四章 研究分析與結果 46
第一節 樣本結構描述 46
第二節 眼動資料分析與說明 47
第五章 結論與建議 58
第一節 研究結論 58
第二節 學術貢獻 60
第三節 實務貢獻 61
第四節 研究限制與未來發展 61
參考文獻 63
附錄一 前測問卷畫面 71
附錄二 專家會議文件A 72
附錄三 專家會議文件B 76
附錄四 實驗程序流程說明書 85
附錄五 實驗同意書 87
附錄六 基本資料表 90
附錄七 情境頁面 93

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