首頁之頁面密度及人格類型對使用者網站態度及造訪意圖之影響

Abstract

首頁為網站的進入點，其曝光率遠高於網站的其他頁面，因此在其有限的頁面中，往往擺放著大量的資訊內容及廣告，形成了所謂的高頁面密度之首頁，然而這樣的設計方式是否會影響造訪者的網站態度及造訪意願?目前仍欠缺相關的討論及實證研究，因此本研究將探討首頁之頁面密度對於使用者網站評價之影響，除此之外，本研究還進一步探討頁面密度對網站評價之影響是否會因為造訪者人格類型的不同而有所差異。本研究採用實驗室實驗法以檢驗首頁之頁面密度與榮格(Jung)所提出的人格類型（感官型/直覺型；思考型/感覺型）對網站態度及造訪意願之影響，研究結果發現：1. 首頁密度對網站評價具有顯著的影響效果，受測者對中首頁密度之網站評價較佳。2. 首頁密度與人格類型對網站評價具有交互的影響效果，首頁密度對於直覺型及感覺型的影響遠高於對感官型及思考型的影響。3. 首頁密度對網站評價的影響也會因為造訪者認知風格的不同而有所差異。最後，根據本研究結果對網站設計者提出實務建議，及後續的研究發展方向。

Many homepages are crowded with a huge amount of information and ads. However, little evidence has examined how people evaluated a Web site with such a high-density homepage. Therefore, this study empirically investigates the effects of homepage screen density on users’ Web site evaluations in term of attitudes and behavioral intentions towards a Web site. In addition, this paper examines whether a user’s personality affects his or her Web site evaluation. Results of an experiment that manipulated the density of the homepage screen show that subjects prefer homepages with a moderate screen density; that homepage screen density significantly influences the Web site evaluations of Intuition and Feeling types, but not of Sensing and Thinking types; and that homepage screen density significantly influences the Web site evaluations of Intuitive-Feelers (NF), but not of Sensing- thinkers (ST). The practical implications of the findings are that although a moderate-density homepage design is a general condition for positive Web site evaluations, the influences of individual difference in personality types must also be considered.