The study on the relationship between the E-commerce web page layout and eye movement- Cases of the Yahoo! Kimo Shopping Center、PChome Online Store and Gohappy eStore

• Main Author: 黃毓芬
• Other Authors: 賴建都
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/13670217597895139476

碩士 === 國立政治大學 === 傳播學院碩士在職專班 === 96 === This study aims to investigate the relationship between the layout and browsing routes for merchandise display pages on Taiwan’s three major e-commerce websites, as ascertained by results from eye tracking experiments and expert interviews. The study offers some overall conclusions and suggestions which may serve as a reference for future practices in designing and implementing e-commence websites. The experiment was divided into two stages, and included 23 participants whose viewing behavior was recorded; the effective sample pool was 20. The objective of the first test was to examine the merchandise viewing efficacy rendered by these three e-commerce websites. Through this experiment, the website with the merchandise page setup and browsing routes which enabled users to locate their desired merchandise in the shortest time was determined, as well as the samples’ visual fixation distributions and durations. In the second experiment, merchandise page layouts were tested. Different arrangement schemes of merchandise displayed by these same three websites were manipulated to test the effects they have on user eye fixation count and fixation time, in an attempt to understand what type of merchandise display arrangement scheme draws the most attention from viewers and encourages them to spend more viewing time. Expert interviews provided insights and suggestions from skilled web page designers and website builders regarding their perspectives on merchandise display page arrangement and user browsing routes, and in particular, the concepts employed when building their own e-commerce websites. Finally, interview data is introduced and analyzed using content analysis methodology, which may serve as a reference for e-commerce website design practices.