Effect of Product Information Complexity and Image Display on Web Browsing Performance

• Main Authors: Hsiu-Ju Su, 蘇秀如
• Other Authors: Chien-Jung Lai
• Format: Others
• Language: zh-TW
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/25757861542245491406

碩士 === 國立勤益技術學院 === 生產系統工程與管理研究所 === 94 === With the Internet rising, e-commerce has become a new consume model. Facing a large number of store information on the web, though the website provides more choices to customers, however also getting more trouble while they searching web process. Thus, the website design aim that is supposed to decrease users’ mental workload as much as possible. Furthermore, the purpose of this study is that investigating the effects of the Product Information Complexity and Image Display on web browsing performance. Mobile phones are used as the experiment stimulus. Product Information Complexity includes both low and high degree. The methods of image display on static and dynamic. Eighty of the subjects took part in the experiment. The subjects were randomly assigned to one compose of four experiment treatments. The result shows that the Product Information Complexity had significant effect when the subjects browsing on the website. The subjects stand shorter browsing time on the low information complexity than the high information complexity. Not only the accuracy of recall for the low information complexity better than the high information complexity, but also shows that Image Display of dynamic display had better accuracy of recall than static display. Although that Image Display didn't have significant effect on the browsing time. There was no significant difference for interaction with product information complexity and Image Display as well. Besides, it will help increase user satisfaction on Ecommerce Website by the product information complexity and Image Display. Keywords: e-Commerce, the Product Information Complexity, Image Display