網路證券下單系統之介面使用性評估與分析

Abstract

近年因資訊科技迅速發展，投資市場上各類投資商品快速開發，種類及數量更多樣化，使得投資者對於投資商品選擇的機會更為寬廣，其投資行為也產生若干的轉變。另外，網際網路的發展對於資訊傳輸的方式產生革命性的變更，由於金融業產品的特性，許多研究指出網路發展影響層面牽涉最深的將是金融服務業。例如證券交易藉由網路媒介的方式，即所謂網路下單，已成為電子商務領域中顯著獲利的產業，也是網路交易中最成熟的領域。

然而，過去聚焦在網路下單的研究中，主要分為三種取徑，第一種是關注在網路下單對顧客帶來的成本影響(Konana, Menon, & Balasubramanian, 2000)。第二種是關於證券商的競爭研究，主要處理對於新型態的網路下單模式，券商在策略方面的議題。第三種是關注在顧客使用網路下單網站的行為研究。研究者收集了顧客在網路下單過程的資料，但只分析出相對於傳統下單的使用行為，網路下單的顧客偏好行為為何。

綜合上述的說明，雖然網路下單的研究日趨成長，先前的研究大部分只侷限在有限的面向來探討網路下單，特別是比較注重在證券商的獲利考量上，並沒有呈現有關網路下單使用者介面設計之研究。然而，若失去關注介面使用的面向，根據過去的研究發現，對於證券商的品牌形象與營收是有其影響性的。因此，考量到使用網路下單的投資者正急遽的成長，研究應該開始著重於網路下單的介面設計因子或使用性原則、使用者的使用行為…等，尤其，台灣是一個具有網路高度普及且擁有大量進行股票投資理財人口的國家，對於證券下單系統介面的使用性研究更應該進一步探討。

本研究整併兩種研究方法，分別是啟發式專家評估法(Heuristic Evaluation)以及使用性測試(Usability Testing)。透過此兩種研究方法收集到量化與質化之結果，整理並分析出台灣市佔率前兩大證券商其網路下單軟體的使用性問題，藉以提供未來網路下單系統設計開發者，首要考量的使用性目標，以及給予未來網路下單介面設計一些指引與建議。

Multifarious investment products have flooded the investment markets due to the blossom of information technology. Being faced with wider range of choices than before for investment products, the behaviors of investors have changed as well. Moreover, the means for data transmission has been altered fundamentally by the advancement of internet. Because of the characteristics of financial industry products, the impact of internet would be most pronounced over the industry of financial services according to many studies. For example, the so-called online purchasing, that is, the securities trades made via internet, has become not only the most profitable operation in electronic business but also the most mature area in internet transaction.

Three primary approaches have been adopted in past researches focusing on online purchasing. The first approach was concerned with the impact of online purchasing over the cost for customers (Konana, Menon, & Balasubramanian, 2000). The second approach addressed the competition among securities companies by exploring mainly the strategies securities companies used to deal with the new online purchasing model. The third approach investigated customers' behaviors on websites for online purchasing. In this approach, though data were collected regarding the process how customers made online purchasing, only the customers' preferences in online purchasing in contrast to those in traditional purchasing were analyzed.

To sum up, in spite of the growing number of researches over online purchasing, most of previous studies only covered limited aspects of online purchasing, especially on the profits for securities companies, while few studies were about the user interface design of websites for online purchasing. It has been found in past researches that disregard for the aspect of user interface usage would be consequential to the brand images and profits of securities companies. Therefore, considering the rapidly increasing number of online investors, it is time to pay attention on the interface design factors, usability principles, and users' behaviors of online purchasing, etc. Since Taiwan is a country with high penetration rate of internet and a large population investing in the stock market for financial management, further examination of the usability for the online purchasing systems of securities are even more important.

Two methods were integrated in this study, including the Heuristic Evaluation and Usability Testing. Usability problems of the online purchasing software of the top two securities companies were aggregated, and the primary usability goals to consider for future designers and developers of online purchasing systems were also provided. Based on the quantitative and qualitative data collected via the two methods mentioned above, usability issues for current online purchasing systems of securities companies were summarized, and instructions and suggestions were provided for the interface design of future online purchasing systems.