Exploring Mental Models of Product Relevance

碩士 === 國立臺北科技大學 === 工業工程與管理系碩士班 === 102 === The shopping websites display a wide range of products to consumers, but their classifications of products are usually inconsistent with what consumers think those products should be organized. Therefore, the purpose of this study is to explore customers’...

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Main Authors: Yu-Chun Chung, 鍾宇鈞
Other Authors: 梁曉帆
Format: Others
Language:zh-TW
Published: 2014
Online Access:http://ndltd.ncl.edu.tw/handle/p974ma
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spelling ndltd-TW-102TIT050310762019-05-15T21:42:33Z http://ndltd.ncl.edu.tw/handle/p974ma Exploring Mental Models of Product Relevance 購物者產品相關性心智模式之探討 Yu-Chun Chung 鍾宇鈞 碩士 國立臺北科技大學 工業工程與管理系碩士班 102 The shopping websites display a wide range of products to consumers, but their classifications of products are usually inconsistent with what consumers think those products should be organized. Therefore, the purpose of this study is to explore customers’ mental models about the relevance of products, so that suggestions can be offered to the design of shopping websites. First, 70 products were selected based on the UNSPSC product classification system and the product classification of a well-known shopping website. Participants were then asked to use Max Sorting, an electronic card sorting tool, to group the products and give each group a name. The relevance of each pair of products was measured by the Dice similarity coefficient. Finally, the products were clustered with their relevance measures through the cluster analysis to establish a cluster hierarchy, and each cluster was named with the name(s) given by the significant majority of participants. Results showed that the product group named “food” was first branched off from other products in the hierarchy. The rest of products were further divided into two groups according to whether the products need electricity or not. “Home appliances” and “3C” were the two major groups for the products which need electricity, whereas “necessities of life” were the name for the products which do not need electricity, and were further separated into for indoor use and for outdoor use. Some differences were found between participants’ mental model about the product relevance and the product classification of the well-known shopping website. For example, in the website, categories of “furniture,” “transportation,” “tool,” “entertainment,” and “travel items” were all under the category of “necessities of life.” It is suggested to remove this umbrella category so that users can find what they want in a more efficient manner since these mentioned categories were also identified by the participants. “3C,” “peripheral,” “digital,” and “notebook computer” were displayed on the first layer of the website, but participants just grouped them together and named“3C.” For the consistency in participants’ mental model, replacing those category names with the “3C” is suggested. The findings of this study can serve as a reference for the design of shopping websites to let users search and find what they want more efficiently and accurately. 梁曉帆 2014 學位論文 ; thesis 57 zh-TW
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description 碩士 === 國立臺北科技大學 === 工業工程與管理系碩士班 === 102 === The shopping websites display a wide range of products to consumers, but their classifications of products are usually inconsistent with what consumers think those products should be organized. Therefore, the purpose of this study is to explore customers’ mental models about the relevance of products, so that suggestions can be offered to the design of shopping websites. First, 70 products were selected based on the UNSPSC product classification system and the product classification of a well-known shopping website. Participants were then asked to use Max Sorting, an electronic card sorting tool, to group the products and give each group a name. The relevance of each pair of products was measured by the Dice similarity coefficient. Finally, the products were clustered with their relevance measures through the cluster analysis to establish a cluster hierarchy, and each cluster was named with the name(s) given by the significant majority of participants. Results showed that the product group named “food” was first branched off from other products in the hierarchy. The rest of products were further divided into two groups according to whether the products need electricity or not. “Home appliances” and “3C” were the two major groups for the products which need electricity, whereas “necessities of life” were the name for the products which do not need electricity, and were further separated into for indoor use and for outdoor use. Some differences were found between participants’ mental model about the product relevance and the product classification of the well-known shopping website. For example, in the website, categories of “furniture,” “transportation,” “tool,” “entertainment,” and “travel items” were all under the category of “necessities of life.” It is suggested to remove this umbrella category so that users can find what they want in a more efficient manner since these mentioned categories were also identified by the participants. “3C,” “peripheral,” “digital,” and “notebook computer” were displayed on the first layer of the website, but participants just grouped them together and named“3C.” For the consistency in participants’ mental model, replacing those category names with the “3C” is suggested. The findings of this study can serve as a reference for the design of shopping websites to let users search and find what they want more efficiently and accurately.
author2 梁曉帆
author_facet 梁曉帆
Yu-Chun Chung
鍾宇鈞
author Yu-Chun Chung
鍾宇鈞
spellingShingle Yu-Chun Chung
鍾宇鈞
Exploring Mental Models of Product Relevance
author_sort Yu-Chun Chung
title Exploring Mental Models of Product Relevance
title_short Exploring Mental Models of Product Relevance
title_full Exploring Mental Models of Product Relevance
title_fullStr Exploring Mental Models of Product Relevance
title_full_unstemmed Exploring Mental Models of Product Relevance
title_sort exploring mental models of product relevance
publishDate 2014
url http://ndltd.ncl.edu.tw/handle/p974ma
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