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研究生： 洪崇議
Chung-I Hung
論文名稱： 探討行動網頁介面設計以及人格特質對使用者經驗之影響研究
A Study on the effects of Mobile Web Interface Design and Personality Traits on User Experience
指導教授： 范錚強
C.K. Farn
范懿文
I.W. Fan
口試委員:
學位類別： 碩士
Master
系所名稱： 管理學院 - 資訊管理學系
Department of Information Management
論文出版年： 2017
畢業學年度： 105
語文別： 中文
論文頁數： 62
中文關鍵詞： 使用者介面 、使用者經驗 、MBTI 人格特質 、行動網頁設計 、感知複雜度
外文關鍵詞： User Interface, User Experience, MBTI Personality Trait, Mobile Website Design, Perceived Complexity
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    • 現今行動裝置的使用率逐年上升，網頁開發的進入門檻逐漸降低，各家企業紛紛開 始專注於開發出一個最佳的使用者經驗網頁，因此行動網頁元素的設計顯得更加重要。 本研究希望探討網頁元素在什麼樣的設計下，能在行動網頁上有最好的呈現方式，此外， 本研究加入人格特質調節變數，來分析人格是否會影響使用者對元素設計的感受，再進 一步探討整體行動網頁的使用者經驗。
    本研究以「實驗室研究法」，探討行動網頁介面常使用的兩個元素:「導覽選單」與 「網格版面」，本實驗透過這兩項元素的複雜度設計，並利用任務情境，讓使用者實際 的瀏覽與操作介面。實驗結束後，以問卷量測的分析方式，探討使用者的人格特質以及 對介面的感知複雜度，並分析出最佳的使用者經驗設計模式。
    本研究的受測人數共 149 人，使用 SPSS, AMOS 與 SmartPLS 3.0 進行資料分析與 模型推論。研究結果發現:(1) 網格版面這項元素對感知複雜度的影響，會受到導覽選 單的調節。(2) 本研究也發現人格特質、導覽選單、網格版面三者的交互作用會與感知 複雜度有顯著的影響。(3) 使用者對介面的感知複雜度越高，其對於網頁介面的使用者 經驗，會有負向的影響。

    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.

    摘要..............................................................................................................................................i ABSTRACT............................................................................................................................... ii 目錄........................................................................................................................................... iii 圖目錄......................................................................................................................................... v 表目錄........................................................................................................................................vi 第一章 緒論...............................................................................................................................1 1.1 研究背景......................................................................................................................... 1 1.2 研究動機......................................................................................................................... 3 1.3 研究目的......................................................................................................................... 4 第二章 文獻探討.......................................................................................................................5 2.1 行動網頁介面設計......................................................................................................... 5 2.2 回應式網頁設計............................................................................................................. 5 2.3 感知複雜度..................................................................................................................... 6 2.4 使用者經驗..................................................................................................................... 8 2.5 MBTI 人格特質............................................................................................................10 第三章 研究方法.....................................................................................................................11 3.1 研究架構與假說...........................................................................................................11 3.2 實驗設計....................................................................................................................... 12 3.3 研究變數之定義操作化............................................................................................... 13 3.3.1 自變數的定義與操作化....................................................................................... 13 3.3.2 依變數的定義與操作化....................................................................................... 15 3.3.3 調節變數的定義與操作化................................................................................... 18 3.4 實驗流程....................................................................................................................... 20 3.4.1 實驗情境............................................................................................................... 21 3.4.2 正式實驗............................................................................................................... 22 第四章 資料分析.....................................................................................................................23 4.1 受測者描述性統計分析............................................................................................... 23 4.2 實驗室研究................................................................................................................... 24 4.2.1 實驗組別人數....................................................................................................... 24 4.2.2 實驗結果分析....................................................................................................... 24 4.3 研究假說結果彙整....................................................................................................... 32 iii 第五章 結論與建議.................................................................................................................34 5.1 研究發現與討論........................................................................................................... 34 5.1.1 導覽選單、網格版面與感知複雜度................................................................... 34 5.1.2 人格特質的調節效果........................................................................................... 37 5.1.3 感知複雜度與使用者經驗................................................................................... 39 5.2 研究貢獻....................................................................................................................... 39 5.3 管理意涵....................................................................................................................... 40 5.3.1 網頁元素的設計................................................................................................... 40 5.3.2 人格與感受的重要性........................................................................................... 40 5.4 研究限制與未來建議................................................................................................... 41 5.4.1 受測者的挑選....................................................................................................... 41 5.4.2 填答者的偏誤....................................................................................................... 41 5.4.3 介面設計複雜度................................................................................................... 41 參考文獻................................................................................................................................... 42 英文文獻........................................................................................................................... 42 中文文獻........................................................................................................................... 44 附錄........................................................................................................................................... 45 1. 本研究實驗介面設計-「導覽選單」 ......................................................................... 45 2. 本研究實驗介面設計-「網格版面」 ......................................................................... 47 3. 實驗問卷....................................................................................................................... 48 4. PLS 路徑分析圖..........................................................................................................52 5. PLS-Bootstrapping 分析圖..........................................................................................52

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