| Summary: | 碩士 === 萬能科技大學 === 經營管理研究所 === 97 === The internet 3D virtual store has received wide attention from researchers and practitioners due to the fact that it is one of the most killing applications customers can feel in a real shopping environment and possibly increase satisfaction. Though numerous studies have been performed on various issues of the internet store, some research issues relating to the spatial cognition on 3D virtual store still await further empirical investigation. There are two objectives in this study: (1) Evaluating the effects of implicit landmark and physical landmarks on spatial knowledge learning and goods-finding; (2) Constructing an interacting model between physical space and cognitive space in 3D virtual store. The results show that the implicit landmark and physical landmarks are all important for young people and elderly on spatial knowledge acquisition. The results show that, implicit landmarks and physical landmarks for forming the spatial knowledge in 3D virtual store are important significantly whether the young people or the elderly. For the young people, physical landmarks in 2D or 2D+3D landmark type, whether implicit landmarks situation existed or not, could produce better and more consistent of spatial auxiliary information to establish spatial knowledge easily and reduce the search effectively. However, in elderly, implicit landmarks for forming the spatial knowledge is not outstanding difference whether implicit landmarks situation doesn’t exist. Therefore, the establishment of spatial knowledge in elderly is mainly depend on the implicit Landmarks. When the 3D virtual store of situation has existed in the route landmarks to establish the route knowledge and survey knowledge. According to the results, the study constructed a interactive mode on physical space and cognitive space in 3D virtual store to explain human cognitive behavior in 3D virtual store.
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