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    Please use this identifier to cite or link to this item: http://nccur.lib.nccu.edu.tw/handle/140.119/67619

    Title: 大學圖書館網站首頁讀者視覺注意力之眼動 分析研究
    Assessing User’s Visual Attention on University Library Web Page with Eye Tracking Technology
    Authors: 林惠卿
    Lin, Hui Ching
    Contributors: 陳志銘
    Chen, Chih Ming
    Lin, Hui Ching
    Keywords: 大學圖書館網站
    university library website
    eye tracking
    advertising position
    Date: 2014
    Issue Date: 2014-07-21 15:40:58 (UTC+8)
    Abstract: 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。
    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.
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    Description: 碩士
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0101913016
    Data Type: thesis
    Appears in Collections:[圖書資訊與檔案學研究所] 學位論文

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