政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/67619
English  |  正體中文  |  简体中文  |  Post-Print筆數 : 27 |  全文笔数/总笔数 : 109952/140891 (78%)
造访人次 : 46259497      在线人数 : 995
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
搜寻范围 查询小技巧：
  • 您可在西文检索词汇前后加上"双引号"，以获取较精准的检索结果
  • 若欲以作者姓名搜寻，建议至进阶搜寻限定作者字段，可获得较完整数据
    •  进阶搜寻


    请使用永久网址来引用或连结此文件: https://nccur.lib.nccu.edu.tw/handle/140.119/67619


    题名: 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
    作者: 林惠卿
    Lin, Hui Ching
    贡献者: 陳志銘
    Chen, Chih Ming
    林惠卿
    Lin, Hui Ching
    关键词: 大學圖書館網站
    眼動追蹤
    廣告位置
    版面編排
    注意力
    university library website
    eye tracking
    advertising position
    layout
    attention
    日期: 2014
    上传时间: 2014-07-21 15:40:58 (UTC+8)
    摘要: 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.
    參考文獻: Baltas, G. (1997). Determinants of store brand choice: a behavioral analysis.Journal
    of product & brand management, 6(5), 315-324.
    Benway, J. P., & Lane, D. M. (1998). Banner blindness: Web searchers often miss
    “obvious” links. Internetworking, ITG Newsletter.
    Benway, J. P. (1998, October). Banner blindness: The irony of attention grabbing on
    the World Wide Web. In Proceedings of the Human Factors and Ergonomics Society Annual Meeting (Vol. 42, No. 5, pp. 463-467). SAGE Publications.
    Bernard, M. (2001, March). User expectations for the location of web objects.
    InConference on Human Factors in Computing Systems: CHI`01 extended abstracts on Human factors in computing systems (Vol. 31, pp. 171-172).
    Beymer, D., Orton, P. Z., & Russell, D. M. (2007). An eye tracking study of how
    pictures influence online reading. In Human-Computer Interaction–INTERACT 2007 (pp. 456-460). Springer Berlin Heidelberg.
    Borse, J.,&Lang, A. (2000). The effects of web banner advertisements: A study of the
    impact of animation and control on affective, cognitive, physiological responses. Paper presented at the Information Systems Division at the 50th Annual Conference of the International Communication Association, Acapulco, Mexico.
    Braddy, P. W., Thompson, L. F., Wuensch, K. L., & Grossnickle, W. F. (2003).
    Internet Recruiting The Effects of Web Page Design Features. Social Science Computer Review, 21(3), 374-385.
    Calisir, F., & Karaali, D. (2008). The impacts of banner location, banner content and
    navigation style on banner recognition. Computers in Human Behavior,24(2), 535-543.
    Cao, M., Zhang, Q., & Seydel, J. (2005). B2C e-commerce web site quality: an
    empirical examination. Industrial Management & Data Systems, 105(5), 645-661.
    Catledge, L. D., & Pitkow, J. E. (1995). Characterizing browsing strategies in the
    World-Wide Web. Computer Networks and ISDN systems, 27(6), 1065-1073.
    Cho, C. H., & as-, U. O. T. A. A. I. A. (2004). Why do people avoid advertising on
    the internet?. Journal of advertising, 33(4), 89-97.
    Christine, S. (2002). Information Design Desk Reference. Crisp Learning.
    Cyr, D., Head, M., & Ivanov, A. (2006). Design aesthetics leading to m-loyalty in
    mobile commerce. Information & Management, 43(8), 950-963.
    Dahal, S. (2010). Eyes don`t lie: understanding users` first impressions on website
    design using eye tracking.
    Djamasbi, S., Siegel, M., & Tullis, T. (2010). Generation Y, web design, and eye
    tracking. International Journal of Human-Computer Studies, 68(5), 307-323.
    Doyle, K., Minor, A., & Weyrich, C. (1997). Banner ad placement study. Online
    AVL: URL: http://webreference. com/dev/banners/(Stand: 20.10. 1998).
    Dreze, X., & Hussherr, F. X. (2003). Internet advertising: Is anybody
    watching?. Journal of interactive marketing, 17(4), 8-23.
    Duchowski, A. T. (2002). A breadth-first survey of eye-tracking
    applications.Behavior Research Methods, Instruments, & Computers, 34(4),
    455-470.
    Faraday, P. (2000). Visually critiquing web pages. In Multimedia’99(pp.
    155-166). Springer Vienna.
    Garcia, M. R., & Stark, P. (1993). Contemporary newspaper design: A structural
    approach. Englewood Cliffs, NJ: Prentice Hall.
    Garlock, K. L., & Piontek, S. (1999). Designing web interfaces to library services and
    resources. American Library Association.
    Harpel-Burke, P. (2005). Library homepage design at medium-sized universities: A
    comparison to commercial homepages via Nielsen and Tahir.OCLC Systems
    & Services, 21(3), 193-208.
    Hoffman, D. L., & Novak, T. P. (1996). Marketing in hypermedia computer-mediated
    environments: Conceptual foundations. Journal of marketing, 60(3).
    management, 30(6/7), 454-468.
    Kean, M., & Lambert, A. (2003). Orienting of visual attention based on peripheral
    information. The mind`s eye: cognitive and applied aspects of eye movement
    research, 2(3), 27.
    Kim, H., & Fesenmaier, D. R. (2008). Persuasive design of destination web sites: An
    analysis of first impression. Journal of Travel Research, 47(1), 3-13.
    Kim, Y. M. (2011). Users` perceptions of university library websites: A unifying
    view. Library & Information Science Research, 33(1), 63-72.
    Li, Y. M., & Yeh, Y. S. (2010). Increasing trust in mobile commerce through design
    aesthetics. Computers in Human Behavior, 26(4), 673-684.
    LaBerge, D. (1998). Attentional emphasis in visual orienting and resolving.
    Lindgaard, G., Dudek, C., Sen, D., Sumegi, L., & Noonan, P. (2011). An exploration
    of relations between visual appeal, trustworthiness and perceived usability of homepages. ACM Transactions on Computer-Human Interaction
    (TOCHI), 18(1), 1.
    Lindgaard, G. (2007). Aesthetics, Visual Appeal, Usability and User Satisfaction:
    What Do the User`s Eyes Tell the User`s Brain?. Australian Journal of
    Emerging Technologies & Society, 5(1).
    Lindgaard, G., Fernandes, G., Dudek, C., & Brown, J. (2006). Attention web
    designers: You have 50 milliseconds to make a good first
    impression!.Behaviour & information technology, 25(2), 115-126.
    Lohse, G. L., & Rosen, D. L. (2001). Signaling quality and credibility in yellow pages
    advertising: the influence of color and graphics on choice. Journal of advertising, 30(2), 73-83.
    Maness, J. M. (2006). Library 2.0 theory: Web 2.0 and its implications for
    libraries. Webology, 3(2), 2006.
    Martey, A. K. (2000). Marketing products and services of academic libraries in
    Ghana. Libri, 50(4), 261-268.
    Mi, J., & Nesta, F. (2006). Marketing library services to the Net Generation.Library
    Management, 27(6/7), 411-422.
    Miller, G. A. (1956). The magical number seven, plus or minus two: some limits on
    our capacity for processing information. Psychological review, 63(2), 81.
    Moore, R. S., Stammerjohan, C. A., & Coulter, R. A. (2005). Banner advertiser-web
    site context congruity and color effects on attention and attitudes. Journal of
    Advertising, 34(2), 71-84.
    Moshagen, M., & Thielsch, M. T. (2010). Facets of visual aesthetics.International
    Journal of Human-Computer Studies, 68(10), 689-709.
    Nadkarni, S., & Gupta, R. (2007). A Task-Based Model of Perceived Website
    Complexity. Mis Quarterly, 31(3).
    Newman, M. W., & Landay, J. A. (2000, August). Sitemaps, storyboards, and
    specifications: a sketch of Web site design practice. In Proceedings of the 3rd conference on Designing interactive systems: processes, practices, methods, and techniques (pp. 263-274). ACM.
    Nielsen, J. (2000). Designing for the Web. New Riders Publishing.
    Nielsen, J., & Pernice, K. (2010). Eyetracking web usability. New Riders.
    Nielsen, J. (1997). How users read on the web. Jakob Nielsen’s Alertbox.
    Nihel, Z. (2013). The Effectiveness of Internet Advertising through Memorization and
    Click on a Banner. International Journal of Marketing Studies, 5(2).
    Nooshinfard, F., & Ziaei, S. (2011). Academic library websites as marketing tools.
    Oh, J., Fiorito, S. S., Cho, H., & Hofacker, C. F. (2008). Effects of design factors on
    store image and expectation of merchandise quality in web-based
    stores. Journal of Retailing and Consumer Services, 15(4), 237-249.
    Outing, S., & Ruel, L. (2004). The best of eyetrack III: What we saw when we looked
    through their eyes. Published on Poynter Institute (not dated).
    Retrieved, 20(06), 06.
    Pagendarm, M., & Schaumburg, H. (2006). Why are users banner-blind? The impact
    of navigation style on the perception of web banners. Journal of Digital
    Information, 2(1).
    Poole, A., & Ball, L. J. (2006). Encyclopedia of Human Computer Interaction,
    chapter Eye Tracking in Human-Computer Interaction and Usability Research: Current Status and Future Prospects. Information Science Reference.
    Red-Triangle Co.(1999), http://red-triangle.com/banner.htm
    Renborg, G. (2000). Marketing library services. How it all began. IFLA
    PUBLICATIONS, 89, 5-11.
    Resnick, M., & Albert, B. (2013). The Impact of Advertising Location and User Task
    on the Emergence of Banner Ad Blindness: An Eye Tracking
    Study.International Journal of Human-Computer Interaction, (just-accepted).
    Robins, D., & Holmes, J. (2008). Aesthetics and credibility in web site
    design.Information Processing & Management, 44(1), 386-399.
    Robins, D., Holmes, J., & Stansbury, M. (2010). Consumer health information on the
    Web: The relationship of visual design and perceptions of
    credibility.Journal of the American Society for Information Science and Technology,61(1), 13-29.
    Ryu, G., Lim, E. A. C., Tan, L. T. L., & Han, Y. J. (2007). Preattentive processing of
    banner advertisements: The role of modality, location, and
    interference. Electronic Commerce Research and Applications, 6(1), 6-18.
    Sanders & McCormick (1993). Human Factors in Engineering and Design.
    7th Ed., McGraw-Hill Book Company, New York.
    Schenkman, B. N., & Jönsson, F. U. (2000). Aesthetics and preferences of web
    pages. Behaviour & Information Technology, 19(5), 367-377.
    Schmidt, K. (1996). Building the service-based library web site: A step-by-step guide
    to design and options. Serials Review, 22(3), 148-149.
    Sevilla, C. (2002). Information Design Desk Reference: Crisp Learning.
    Sigel, A., Braun, G., & Sena, M. (2008). The impact of Banner ad styles on
    interaction and click-through rates. Issues in Information Systems, 9(2),
    337-342.
    Solso, R. L. (1996). Cognition and the visual arts. MIT press.
    Stevenson, Julie S, Bruner, Gordon C, & Kumar, Anand. (2000). Webpage
    background and viewer attitudes. Journal of Advertising Research, 40(1/2),
    29-34.
    Steve, O. and R. Laura. (2004). The best of Eyetrack III : What We Saw When We
    Looked Through Their Eyes. Eyetrack III project managers.
    Stover, Mark, & Zink, Steven D. (1996). World Wide Web home page design:
    patterns and anomalies of higher education library home pages. Reference Services Review, 24(3), 7-20.
    Sutcliffe, A. (2002). Assessing the reliability of heuristic evaluation for Web
    site attractiveness and usability. In System Sciences, 2002. HICSS.
    Proceedings of the 35th Annual Hawaii International Conference on (pp.
    1838-1847). IEEE.
    Tullis, T. S. (1988). Screen design. Handbook of human-computer interaction,2,
    503-532.
    Van der Heijden, H. (2003). Factors influencing the usage of websites: the case of a
    generic portal in The Netherlands. Information & Management, 40(6),
    541-549.
    Veen, J. (1997). Hotwired Style: Principles for Building Smart Web Sites. Wired
    Books, Incorporated.
    Williams, L. M., Loughland, C. M., Green, M. J., Harris, A. W., & Gordon, E. (2003).
    Emotion perception in schizophrenia: an eye movement study comparing the effectiveness of risperidone vs. haloperidol. Psychiatry research, 120(1), 13-27.

    二、 中文文獻
    王世德（1987）。美學辭典。台北市：木鐸出版社。
    江義平、俞帛宏（2011）。橫幅廣告點擊效果之影響因素探究. Electronic Commerce Studies, 9(4), 51-76。
    吳書宜（2008）。新聞網頁不同廣告型式之注意力研究。中國文化大學碩士論文，
    台北市。
    呂文耀（2008）。圖文編排比例及圖地色彩組合之閱讀效應：眼動軌跡之分析。
    銘傳大學設計管理研究所碩士論文。
    李玉琇、蔣文郝合譯（2005）。認知心理學(原作者：Stenberg )。臺北：雙葉。
    辛玉蘭、薛美寧、周恆德譯（2001）。Patric J.Lynch & Sarah Horton 著。網站技
    巧指南-網站的基本設計理論。高雄：高鵬電子商務。
    林价興、王年燦（2006）。網頁圖文配置對使用者瀏覽偏好之影響研究。藝術論文集刊，45-50。
    林俊良（2004）。視覺傳達設計槪說。台北市：藝風堂出版社。
    南雲治嘉作／沙子芳譯（2010）。版面編排。新北市：楓樹林出版事業有限公司。
    柯佑欣（2009）。兒童網站視覺吸引力對使用績效和情緒感知影響之研究。國立臺北教育大學教育傳播與科技研究所碩士論文，台北市。
    柳閩生（2004）。版面設計。幼獅，台北。
    唐大崙與莊賢智（2005）。由眼球追蹤法探索電子報版面中圖片位置對注意力分布之影響。廣告學研究，第24期。
    翁慧娟（1998）。我國大學圖書館網站品質評估之研究。國立臺灣大學圖書資訊學研究所碩士論文，台北市。
    陳俊宏、楊東民（2008）。視覺傳達設計概論。台北：全華圖書。
    陳瑩珊（2008）。圖書館網站使用者介面之主題資訊呈現與欄位型式之設計研究。國立臺灣科技大學設計研究所碩士論文，台北市。
    陳學志、賴惠德、邱發忠（2010）。眼球追蹤技術在學習與教育上的應用。教育
    科學研究期刊，55(4)，39-68。
    陳瀚凱、管倖生（2006）。從注意力觀點探討影響視覺傳達設計之機能性因素。設計研究，（6），200-209。
    游婉雲（2009）。網路陳列式廣告的動態結構特徵對注意力與記憶之影響。國立交通大學傳播研究所碩士論文，新竹市。
    湯允一、唐大崙、黃憶婷（2005）。新聞網頁版面配置對視線軌跡的影響之研究。在第十三屆中華民國廣告暨公共關係國際學術與實務研討會。台北：政治大學。
    楊勝雄（2003）。編排設計。台北市：藝風堂出版社。
    管倖生主持（2006）行政院國家科學委員會專題研究計畫(NSC94-2213-E-224-018-)。雲林。國立雲林科技大學設計學研究所。
    蔡孟甫（2010）。B2C電子商務網站版面編排對網站績效之影響。北台灣科技學院電子商務研究所碩士論文，台北市。
    蔡維君（2006）。大學圖書館網站好用性評估：以臺灣大學圖書館網站為例。臺灣大學圖書資訊學研究所碩士論文，台北市。
    鄭麗玉（2009）。認知心理學：理論與應用。台北市：五南圖書出版社。
    蕭國淳（2004）。網頁廣告呈現方式與瀏覽動機對於使用者視覺注意與項目記憶的影響。臺北科技大學工業工程與管理研究所碩士論文，台北市。
    謝坤哲（2010）。網頁圖文數量與位置配置對於成年人與青少年的偏好與眼球運動之影響：以購物網站為例。國立台灣師範大學設計研究所碩士論文，台北市。
    謝寶煖（2004）。大學圖書館網站資訊組織之研究。在2004現代資訊組織與檢索研討會（頁1-27）。台北市：淡江大學資訊與圖書館學系。
    描述: 碩士
    國立政治大學
    圖書資訊學數位碩士在職專班
    101913016
    103
    資料來源: http://thesis.lib.nccu.edu.tw/record/#G0101913016
    数据类型: thesis
    显示于类别:[圖書資訊與檔案學研究所] 學位論文

    文件中的档案:

    档案 大小格式浏览次数
    301601.pdf3724KbAdobe PDF2378检视/开启


    在政大典藏中所有的数据项都受到原著作权保护.


    社群 sharing

    著作權政策宣告 Copyright Announcement
    1.本網站之數位內容為國立政治大學所收錄之機構典藏，無償提供學術研究與公眾教育等公益性使用，惟仍請適度，合理使用本網站之內容，以尊重著作權人之權益。商業上之利用，則請先取得著作權人之授權。
    The digital content of this website is part of National Chengchi University Institutional Repository. It provides free access to academic research and public education for non-commercial use. Please utilize it in a proper and reasonable manner and respect the rights of copyright owners. For commercial use, please obtain authorization from the copyright owner in advance.

    2.本網站之製作，已盡力防止侵害著作權人之權益，如仍發現本網站之數位內容有侵害著作權人權益情事者，請權利人通知本網站維護人員(nccur@nccu.edu.tw)，維護人員將立即採取移除該數位著作等補救措施。
    NCCU Institutional Repository is made to protect the interests of copyright owners. If you believe that any material on the website infringes copyright, please contact our staff(nccur@nccu.edu.tw). We will remove the work from the repository and investigate your claim.
    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - 回馈