| Summary: | 碩士 === 國立交通大學 === 傳播研究所 === 92 === The purpose of the study is to investigate the impact of cognitive styles of users on browsing performance The experimental design was adopted a 4 x 2 factorial with four cognitive styles, Wholist-Imager, Wholist-Verbal, Analytic-Imager and Analytic-Verbal dimensions, which were the independent variables. Another independent variable was different devices, such as the desktop computer and the handheld device. The dependent variables were total amount of performance time, total steps, total errors, mental workload and satisfaction.
An experiment was conducted with 40 Taiwanese participants, who respectively passed the Cognitive Style Analysis test, mostly students in Chao Tung University. in Hsinchu.
The main results of the experiment indicated the followings.The Wholist participants using desktop computer were less disoriented than the analytic participants using desktop computers. The Imager participants using desktop computer performed fewer errors than the Verbal participants using desktop computers.
The Analytic participants using handheld devices performed fewer errors than the Wholist participants using handheld devices. The Analytic participants using handheld devices performed fewer total steps than the Wholist participants using handheld devices.
Regarding the browsing strategies, the Wholist participants tended to use sitemap most frequently both with PC and handheld device in the experiment. Both with PC and with handheld device, key word search was less used comparing to sitemap and drop down menu.
The Analytic participants made fewer errors than the Wholist participants when booking on wired shopping websites. The Verbal participants spent less time than the Imager participants when searching on shopping websites using desktop computer. While, the imager participants would spend less time than purchasing when searching on shopping websites using desktop computer.
The Analytic participants spent less time than the Wholist participants when searching on shopping websites using handheld device. The Wholist participants were inclined to make fewer errors than the Analytic participants when booking on shopping websites using handheld device.
Based on the results of this research demonstrated the suggestions as follows.
As for searching, due to the unfamiliarity of the stylus input and scroll (scroll bar or scrolling?), the Web designer is suggested to provide the drop down menu instead of the keyword searching. (meaning no keyword search?)
The designers should put the sitemap on small screen device even if the structure of the interface is much simpler. Wholist participants were inclined to use the sitemap to realize the whole structure if they want to purchase or to browse on wireless shopping websites.
For achieving the essence of mobile commerce, the designers are suggested to embed customization functions, to customize user interfaces according to the user’s cognitive style for better browsing performance and possible transaction increase on shopping websites.
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