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系統識別號 U0002-1707201710484300
中文論文名稱 電子商務網站使用性評估之研究-以亞馬遜為例
英文論文名稱 An Usability Study of E-Commerce based on Amazon
第三語言論文名稱
校院名稱 淡江大學
系所名稱(中) 教育科技學系碩士班
系所名稱(英) Department of Educational Technology
學年度 105
學期 2
出版年 106
研究生中文姓名 李如婷
研究生英文姓名 RU-TING,LEE
學號 698730305
學位類別 碩士
語文別 中文
第二語文別 英文
口試日期 2017-06-16
論文頁數 85頁
口試委員 指導教授-沈俊毅
委員-楊心怡
委員-王怡萱
中文關鍵字 亞馬遜  電子商務  使用性評估  Amazon 
英文關鍵字 Amazon  Usability  E-commerce 
第三語言關鍵字  
學科別分類 學科別社會科學教育學
中文摘要 亞馬遜(Amazon)為電子商務網站龍頭也是世界前十名企業,提到此網站無不對其服務、商品皆有高度評價,從美國發跡到拓展全世界,當購物習慣由傳統線下改由網站線上,對於消費者而言會有甚麼想法與改變。從多位學者的文獻中,一個好的網站電子商務能否提供好用、清楚、方便、美觀的呈現出來,對於成效有著重大的影響,因此本篇的論文的目的在於了解使用者操作情形,以判斷該網站的使用性並出具體的建議。
本研究流程主要可以分為以下五個階段:
(一) 確立研究方式與策略:根據 Nielsen 所提出的使用性指標,作為網站亞馬遜
(Amazon)的構面,並選用觀察法、訪談法進行分析。
(二) 使用性評估規劃:徵求受測者、流程規劃、擬定觀察表單。
(三) 使用性評估執行:實驗開始並錄製受測者操作歷程。
(四) 資料分析: 根據文獻與規畫之分析方式進行資料分析。
(五) 提出改善建議與結論:根據網站使用性問題提出改善建議。
依據研究結果可以提出以下結論:
(一) 網站設計的好與壞,確實會影響使用者感受甚至造成使用者抗拒。
(二) 網站設計若能因地制宜、入境隨俗更貼近該國家習慣,使用者會免去很多問題。
(三) 網站設計需要持續更新調整,做到User friendly
英文摘要 Abstract:
Amazon is the leading e-commerce and world's top ten companies. They are be famous for services and products. From USA to all of the world. When the shopping habits changed from the offline to online how significant impact will occur of customers. From a number of scholars in the paper, a best e-commerce can provide easy to use, clear, convenient, beautiful view. Therefore, the purpose of this paper is to understand the situation when operating.
In the study, the process can be divided into the following five stages
To establish mechanisms and strategies: According to literature the proposed use of indicators as Amazon site, in addition to choice of observation and to analyze data.
2. Usability Assessment: Finding subjects, Planning the process, Making observation form.
3. Usability Testing: the experiment, while the receiver operating history of recorded.
4. Data analysis: According to the analysis methods, data had been analyzed.。
5. To make recommendations for improvement and Conclusion: According to the Amazon
usability testing conclusions, as recommendation strategies improve performance. Based on the findings we can made following conclusions:
1. Good or bad design of the site, it will actually affect user feel and cause resistance.
2. Good site can contain local conditions, culture of country, then maybe avoid problems.
3. Website design have to be updated and adjusted immediately to meet user friendly.
第三語言摘要
論文目次 第一章 緒論 ......................................................................................................................................... 1
第一節 研究背景與動機 ............................................................................................................... 1
第二節 研究目的與問題 ............................................................................................................... 7
第三節 研究範圍與限制 ............................................................................................................... 8
第四節 名詞解釋 ........................................................................................................................... 9
第二章文獻探討 ............................................................................................................................... 10
第一節 電子商務網站 ................................................................................................................. 10
第三章研究方法 ............................................................................................................................... 22
第一節 研究架構與流程 ............................................................................................................. 22
第二節 受試者基本資料 ............................................................................................................. 27
第三節 研究工具 ......................................................................................................................... 28
第四節 分析資料方式 ................................................................................................................. 48
第四章研究結果 ............................................................................................................................... 53
第一節 亞馬遜(Amazon.cn)介面學習性分析 ........................................................................... 53
第二節 亞馬遜(Amazon.cn)介面效率性分析 ........................................................................... 57
第三節 亞馬遜(Amazon.cn)介面錯誤率分析 ........................................................................... 59
第四節 亞馬遜(Amazon.cn)介面滿意度分析 ........................................................................... 61
第五節 亞馬遜(Amazon.cn)介面改善建議 ............................................................................... 62
第五章研究結論與建議 ..................................................................................................................... 69
第一節研究結論 ............................................................................................................................. 69
第二節研究建議 ............................................................................................................................. 74
參考文獻 ............................................................................................................................................. 76
圖次
圖 1-1-1 全球零售銷售額預估及全球零售電子商務銷售額預估 ....................................... 2
圖 1-1-2 2014 年全球前10 大電子商務排名 ......................................................................... 2
圖 3-1-1 研究架構圖 ............................................................................................................. 25
圖 3-1-2 研究流程圖 .............................................................................................................. 26
圖 3-3-1 Amazon 網路平台示意圖 ........................................................................................ 31
圖 3-3-2 使用性研究室示意圖1 .......................................................................................... 33
圖 3-3-3 使用性研究室示意圖2 .......................................................................................... 34
圖 3-3-4 Morae 示意圖 ........................................................................................................... 36
圖 3-3-5 Alice 建構研究架構流程 ......................................................................................... 37
圖 3-3-6 Recording Details 示意圖 ........................................................................................ 38
圖 3-3-7 Study DetailsStudy Details 示意圖 .......................................................................... 38
圖 3-3-8 Description 示意圖 ................................................................................................... 39
圖 3-3-9 Task Definitions 示意圖 ........................................................................................... 39
圖 3-3-10 Maker Definitions 示意圖 ...................................................................................... 40
圖 3-3-11 Survey Definitions 示意圖 ..................................................................................... 40
圖 3-3-12 Video and Audio Sources 示意圖 ........................................................................... 41
圖 3-3-13 開啟/停止示意圖 .................................................................................................. 42
圖 3-3-14 Observer 操作示意圖 ............................................................................................. 42
圖 3-3-15 Observer 操作示意圖2 .......................................................................................... 43
圖 3-3-16 Alice 測試示意圖 ................................................................................................... 44
圖 3-3-17 Alice 測試後示意圖 ............................................................................................... 45
圖 3-3-18 Analyze 示意圖 ...................................................................................................... 45
圖 3-3-19 Graph 示意圖 ......................................................................................................... 46
圖 3-3-20 Present 示意圖 ........................................................................................................ 46
圖 3-3-21 Manager 管理示意圖 ............................................................................................. 47
圖 4-1-1 全平均任務操作時間 ............................................................................................ 55
圖 4-2-1 平均滑鼠點擊次數 ................................................................................................. 58
圖 4-3-1 各任務發生錯誤人數 ............................................................................................. 60
圖 4-4-1 受測者滿意度 ......................................................................................................... 61
圖 4-5-1 現行評分顯示頁 ..................................................................................................... 63
圖 4-5-2 現行加入心願單操作頁 ......................................................................................... 63
圖 4-5-3 現行待加入心願單之推薦商品頁 ......................................................................... 64
圖 4-5-4 現行評分操作頁 ................................................................................................... 65
圖 4-5-5 台灣知名電商露天現行評分操作頁 ..................................................................... 65
圖 4-5-6 功能列狀態 ............................................................................................................. 66
圖 4-5-7 重複加入心願單 ..................................................................................................... 66
表次
表 2-3-1 亞馬遜書店策略..................................................................................................... 14
表 2-3-2 亞馬遜書店特色..................................................................................................... 15
表 3-3-1 使用性評估任務清單 ............................................................................................. 28
表 3-3-2 訪談題綱 ................................................................................................................. 30
表 3-4-1 學習性分析方式 ..................................................................................................... 49
表 3-4-2 效率性分析方式 ..................................................................................................... 50
表 3-4-3 錯誤率分析方式 ..................................................................................................... 51
表 3-4-4 滿意度分析方式 ..................................................................................................... 52
表 4-1-1 學習性問題任務 ................................................................................................... 55
表 4-3-1 錯誤任務...............................................................................................................59
表 4-5-1 各任務問題原因 ..................................................................................................... 62
表 5-1-1 介面學習性文獻與實驗結果比較..........................................................................69
表 5-1-2 介面效率性文獻與實驗結果比較..........................................................................70
表 5-1-3 介面錯誤性文獻與實驗結果比較..........................................................................72
表 5-1-4 介面滿意度文獻與實驗結果比較..........................................................................72
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