| Summary: | 碩士 === 國立臺灣科技大學 === 設計研究所 === 99 === Owing to the convenience and immediacy of Internet technology, online shopping has become a novel business model in recent years. This research study reveals the user interface (UI) design strategy based on problems of existing online shopping websites. Thus, this thesis focuses on: 1) applying the viewpoint of experience to the UI design of online shopping website, then discussing the relationship between shopping decision and price comparison style for different user involvements in order to increase the possibility of providing better Quality of Service (QoS). 2) Investigating the existing online shopping website UIs: based on the problems of existing online shopping websites, products that satisfy the consumer’s requirements are given in terms of functionality, satisfaction, and system utilization. 3) Discussing, experiencing, and criticizing the designed interactive UIs of online shopping website, and also, exploring and categorizing involved literature for verifications, giving suggestions for designing UIs according to the user’s requirements.
For the experiments, a two-way ANOVA experiment design, i.e., 2 (user involvements) by 3 (price comparison styles), was used. The user involvements have two levels: a) high involvement users: purchase is important, consideration or positive actions happen when curiosity comes. b) Low involvement users: purchase is not important, and also, with small sensory risks which result in low information processing demand. For price comparison, it can be categorized into three levels: a) drag operation: the pictures of product for comparison are dragged into the comparison zone. b) pick-up operation: comparison is made by using the check-boxes. c) existing operation: special offers are summarized for comparison. The data generated from the experiment in terms of task performance, system usability, and quality of Internet experiences are obtained for further statistical analyses.
The generated experimental results are: 1) Pick-up operation with low involvement users and drag operation with high involvement users are eligible. It is substantiated that user involvement and price comparison style can highly interfere with users’ feelings. 2) The pick-up operation is one of the UIs that can find the target product rapidly and increase the task efficiency, satisfaction, and feeling of experience. 3) Drag operation is considered as a design of simulating physical shopping behavior. 4) The systems which provide the frame of detailed price comparison can isolate the special offer attraction and assist the purchase decision on recognizing special offer for positive judgment. 5) The number of candidate for comparison can be adjusted according to the user’s shopping behavior and quantity of preferred information.
|
|---|
