| Summary: | 碩士 === 國立中央大學 === 資訊管理學系 === 105 === Nowadays people are spending more and more time on mobile devices for web browsing. Therefore, the issue of user experience of websites becomes important to attract sticky users. This study attempts to explore the conditions for mobile website interface design, to achieve good user experience. In addition, the moderating effects of personality traits on the effects of these design elements on user experience are also explored.
A laboratory experiment was carried out in this study. Two of the design complexity elements, namely, “Navigation levels” and “Grid Layout” were chosen as manipulated independent variables. The experiment assigned each informant with a task requiring him/her to operate a mobile web page with different interfaces. User experience, perceived complexities and user’s personally traits were measured with questionnaires after usage.
A total of 149 informants were recruited, and their responses were collected and analyzed. Analysis tools, including SPSS, AMOS and SmartPLS 3.0 were used for data analysis and inferences. Results show that: (1) navigation levels and grid layout interacts to affect perceived complexity, (2) the above effect is moderated by personality traits, and (3) perceived complexity have a negative influence on user experiences.
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