使用者認知風格差異對於無線購物網站之工作效能之影響

Abstract

本研究之主要目的在於探討在個人電腦及行動手持裝置兩種不同裝置之下，其使用者之認知風格差異對無線購物網站瀏覽的工作效能之影響。依據研究目的，本實驗採取4 X 2因子設計，自變項為使用者之認知風格差異，可分為Wholist-Imager（整體圖像型）、Wholist-Verbal (整體文字型)、Analytic-Imager (分析圖像型)及Analytic-Verbal(分析文字型)四類。而自變項分別為瀏覽不同平台之購物網站的工作效能，包括：1.迷失 (disorientation)、2心智負荷（mental overload）、3表現時間（performance time）、4錯誤率（error rate）5.滿意度（satisfaction）及總步數（total steps）等。本研究以認知風格以CSA（Cognitive Styles Analysis）在各類認知風格篩選十位受測者，共有四十位受測者，大部分為新竹國立交通大學之學生。

研究結果發現，以使用個人電腦連上購物網站的瀏覽工作效能而言，整體型（Wholist）的受測者其迷失情形優於分析型（Analytic）的受測者；而圖像型（Imager）的受測者比起文字型（Verbal）的受測者，可以較少總步數完成任務。在無線購物網站部分，分析型（Analytic）的受測者比起整體型（Wholist）的受測者在完成任務時出現更少的錯誤（error），且亦使用較少的總步數（total steps）。在瀏覽策略上，本研究發現整體型（Wholist）的受測者不論在無線或有線的購物網站上，均最常使用網站導覽（sitemap）進行瀏覽及搜尋，下拉式選單（drop-down menu）次之。然而，無論哪一種認知風格得受測者在有線與無線的購物網站上，最少被使用的瀏覽策略則為關鍵字搜尋（key-word search）。另外，在不同任務類型的工作效能比較上，在使用個人電腦連上購物網站上，分析型（Analytic）的受測者較整體型（Wholist）的受測者出現更少的錯誤（error）。文字型（Verbal）的受測者在訂購（booking）的任務上，其花費的時間少於圖像型（Imager）的受測者，然而在購買（purchasing）的任務上，圖像型（Imager）的受測者所花費的時間反而少於文字型（Verbal）的受測者。

在使用手持裝置連上購物網站時，分析型（Analytic）的受測者較整體型（Wholist）的受測者在搜尋（searching）的任務上，花費較少的時間；在訂購（booking）的任務上，整體型（Wholist）的受測者則較分析型（Analytic）的受測者出現較少的錯誤。

根據結果，在購物網站的使用性上，本研究建議設計者應加入網站導覽（sitemap）與下拉式選單（drop-down menu）以供大多數認知風格者之瀏覽與搜尋。特別在手持裝置連上購物網站時，在使用者不熟悉觸控筆與捲軸，應盡量設計關鍵字搜尋（key-word search）。就手持平台之無線購物網站的設計而言，可以加入客製化（customization）之功能，根據每位登入者不同的認知風格，呈現出不同個人化的介面，提高瀏覽之效能，進而提高在購物網站上交易的機會。

The purpose of the study is to investigate the impact of cognitive styles of users on browsing performance The experimental design was adopted a 4 x 2 factorial with four cognitive styles, Wholist-Imager, Wholist-Verbal, Analytic-Imager and Analytic-Verbal dimensions, which were the independent variables. Another independent variable was different devices, such as the desktop computer and the handheld device. The dependent variables were total amount of performance time, total steps, total errors, mental workload and satisfaction.

An experiment was conducted with 40 Taiwanese participants, who respectively passed the Cognitive Style Analysis test, mostly students in Chao Tung University. in Hsinchu.

The main results of the experiment indicated the followings.The Wholist participants using desktop computer were less disoriented than the analytic participants using desktop computers. The Imager participants using desktop computer performed fewer errors than the Verbal participants using desktop computers.

The Analytic participants using handheld devices performed fewer errors than the Wholist participants using handheld devices. The Analytic participants using handheld devices performed fewer total steps than the Wholist participants using handheld devices.

Regarding the browsing strategies, the Wholist participants tended to use sitemap most frequently both with PC and handheld device in the experiment. Both with PC and with handheld device, key word search was less used comparing to sitemap and drop down menu.

The Analytic participants made fewer errors than the Wholist participants when booking on wired shopping websites. The Verbal participants spent less time than the Imager participants when searching on shopping websites using desktop computer. While, the imager participants would spend less time than purchasing when searching on shopping websites using desktop computer. The Analytic participants spent less time than the Wholist participants when searching on shopping websites using handheld device. The Wholist participants were inclined to make fewer errors than the Analytic participants when booking on shopping websites using handheld device. Based on the results of this research demonstrated the suggestions as follows.

As for searching, due to the unfamiliarity of the stylus input and scroll (scroll bar or scrolling?), the Web designer is suggested to provide the drop down menu instead of the keyword searching. (meaning no keyword search?) The designers should put the sitemap on small screen device even if the structure of the interface is much simpler. Wholist participants were inclined to use the sitemap to realize the whole structure if they want to purchase or to browse on wireless shopping websites. For achieving the essence of mobile commerce, the designers are suggested to embed customization functions, to customize user interfaces according to the user’s cognitive style for better browsing performance and possible transaction increase on shopping websites.