博碩士論文 etd-0610109-153219 詳細資訊


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姓名 吳梅君(Mei-chun Wu) 電子郵件信箱 E-mail 資料不公開
畢業系所 資訊管理學系研究所(Information Management)
畢業學位 博士(Ph.D.) 畢業時期 97學年第2學期
論文名稱(中) 呈現型式改變對循序視覺決策任務的影響: 眼動數據的佐證
論文名稱(英) The influence of display change on sequential visual decision making tasks: Evidence from eye movements
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    摘要(中) 目前的線上購物環境經常使用動態的畫面來吸引使用者的注意,例如動畫、flash、rotating text與pop-up boxes。有些實驗研究的結果發現,動態改變能有效地達成吸引注意力的目的,然而動態的改變也會令使用者分心而阻礙任務的表現。因此,在線上的動態環境中,設計者面臨介面設計可用性(usability)的挑戰:如何滿足吸引注意力的需求與對使用者的表現造成的干擾最小化間取得平衡。至目前為止,極少有系統性的研究,探討消費者在瀏覽線上購物網站時,畫面資訊改變對注意力與決策的影響。
    本研究所進行的實驗主要在檢測,決定畫面改變時所能造成的影響程度的幾個可能的重要因素。為了達成這個目標,實驗任務模擬在線上購物時發生的視覺決策歷程與動態改變的幾個面向。然而,為了能有效地控制實驗,相較於真實的線上環境,目前的任務所使用的資訊環境經過大量的簡化。確切地說,在本研究的3個實驗中,每個實驗題(trials)是由 2個選項所組成(每個選項由一組視覺影像所組成,一組排列在螢幕偏上方的位置,另一組則排列在螢幕偏下方的位置),受試者根據實驗任務的要求(例如,較貴的、較吸引人的),需從中選擇其一。當受試者在2個選項中做選擇時,其眼動歷程被記錄下來。在做出最後決策之前,受試者必須先根據部分的影像(subset)進行一或多個初步的二元決策(binary decision)。在部分的實驗題中,先前決策中出現過的影像,位置會被重新排列,使得曾出現過的影像在最後決策中的位置與先前不同。在不同的實驗中,我們操弄畫面改變的相關性以及被改變的資訊其取得的先後順序對任務表現的影響。
    藉由行為面及眼動資料的分析,本研究提出證據說明受試者能夠有彈性及有效地適應多種不同資訊呈現型式的改變。然而,畫面改變產生資訊處理成本,反應在較長的注視時間上。此外,任務相關的改變與剛處理過的資訊改變對注意力有較明顯的干擾作用。最後,我們討論本研究發現對於設計線上購物網站的研究意涵及未來的研究方向,以便將目前的發現概化到更為複雜與更為真實的線上環境中。
    摘要(英) In order to attract the attention of users current online shopping environments often involve the use of dynamic display changes such as animation, flashing or rotating text, and pop-up boxes. While there is some experimental evidence that supports the effectiveness of such changes for the purpose of capturing attention, such changes might also distract the user and hinder task performance. Thus, a key usability challenge for the designers of such environments involves balancing the need to attract attention with the desire to minimize any interruption of the performance of users. To date there is very little systematic investigation of the influence of display changes on consumers’ attention and decisions during the browsing of online shopping web sites.
    The main goal of the present experiments was to research factors that might be important in determining the influence of such display changes. To accomplish that experimental tasks were created that resembled some aspects of the visual decision process and dynamic changes that occur during online shopping. However, in order to permit greater experimental control, the information environment used in the present tasks was substantially simplified as compared to online environments. Specifically, in 3 experiments, participants’ eye movements were monitored while they chose between 2 alternatives, each represented by a set of visual images, with one set placed on the top of the screen and the other on the bottom. Immediately prior to this decision participants performed one or more binary decisions based on subsets of these images. On some trials, images were spatially swapped in the display presented during the final decision as compared to a prior presentation. Across experiments, we manipulated the relevance of the change to task performance as well as the recency of the information that was modified.
    By analyzing behavioral and eye movement measures, we documented evidence that participants flexibly and effectively accommodated to a variety of display changes. However, there was cost associated with display changes in the form of longer viewing times. In addition, task relevant changes and changes to recently viewed information were generally more disruptive. We discuss the implications of the present findings for the design of online shopping web sites and for future research that would attempt to generalize the present findings to more complex and more realistic online environments.
    關鍵字(中)
  • 可用性
  • 畫面改變
  • 注意力
  • 眼動
  • 視覺決策
  • 動態環境
  • 關鍵字(英)
  • Attention
  • Eye movements
  • Visual decision
  • Gaze bias
  • Usability
  • Display change
  • Dynamic information environment
  • 論文目次 CHAPTER 1 INTRODUCTION 1
    CHAPTER 2 LITERATURE 5
    Eye movements, Attention and Visual Processing 5
    Eye movements, Process Tracing and Consumer Decision Making 7
    Attention and Eye Movements in Visual Marketing 10
    Gaze Bias in Visual Decision Making 18
    Current Research and Predictions 21
    CHAPTER 3 EXPERIMENTS 23
    Experiment 1 24
    Method 26
    Results and Discussion 29
    Experiment 2 38
    Method 42
    Results and Discussion 45
    Experiment 3 52
    Method 55
    Results and Discussion 57
    CHAPTER 4 General Discussion, Implications and Future Research 65
    Discussion 65
    Implications 68
    Limitations and Future Research 71
    REFERENCE 72
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    口試委員
  • 林信惠 - 召集委員
  • 吳仁和 - 委員
  • 林子銘 - 委員
  • 襲充文 - 委員
  • 郭峰淵 - 指導教授
  • 口試日期 2009-06-06 繳交日期 2009-06-10

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