網路消費者之行為模式與網站介面設計之研究

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研究生：	郭輝明 Hui-Ming Kuo
論文名稱：	網路消費者之行為模式與網站介面設計之研究 A study of consumer behavior model and web interface design in B2C electronic commerce
指導教授：	黃雪玲 Sheue-Ling Hwang 王明揚 Eric Min-yang Wang
口試委員:
學位類別：	博士 Doctor
系所名稱：	工學院 - 工業工程與工程管理學系 Department of Industrial Engineering and Engineering Management
論文出版年：	2004
畢業學年度：	93
語文別：	英文
論文頁數：	85
中文關鍵詞：	網路購物、B2C 、消費者行為模式、輔助介面設計
外文關鍵詞：	Internet Shopping, B2C, Consumer behavioral model, Interface Design
相關次數：	點閱：3 下載：0
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隨著網際網路的快速發展，網路購物之優勢與潛力已不容忽視。不論國內外，網路消費人口及消費金額都有顯著提升。業者紛紛架設網站，透過網站介面吸引消費者上網購買商品。然而，並非所有網站皆能成功吸引消費者上網並完成購物。消費者常因網路購物的操作程序過於繁雜、網站提供過量資訊、資訊非消費者所需、或因網頁介面互動設計不佳，而中途放棄購物，甚至不再光臨該網站。因此，瞭解網路消費者之行為過程與其在網路購物過程中會遭遇之困難，並提供消費者較佳的購物環境，已成為影響網路消費者消費與否之重要因素，而這也是本研究之主要目的所在。
本研究的首要目標是提出更完整、更適當之B2C網路消費者行為模式。其進行方式先以腦力激盪法及問卷訪談方式建構出網路消費者行為模式之雛型，然後再透過線上購物實驗，以觀察方式並利用行為分析軟體來分析驗證先前建立之雛型模式，最後建立B2C消費者之十階段行為模式(Ten-Step Model)。第二目標為挖掘網路消費者在購物過程中所遭遇的困難。以網路消費者行為模式(Ten-Step Model)為基礎架構，利用觀察與訪談的方式發掘出網路消費者在購物過程中所遭遇的困難，並按行為模式各階段予以分類，以利後續透過輔助介面設計，提供較佳購物環境之研究。本研究的第三個目標是希望能提供消費者較佳的購物環境，其進行方式以先前建立之行為模式為基礎，透過評估目前購物網站資訊與輔助介面設計情況，並參考消費者在網路購物過程中會遭遇之困難後，選定電腦商品為對象，針對產品檢視與評估比較等階段設計一輔助介面，希望透過輔助介面設計來協助消費者檢視與評估商品並降低其在網路購物時之心智負荷。結果發現，此輔助介面之設計確實能減少消費者在產品檢視與評估比較階段之反覆次數、網頁切換次數與拿筆記錄次數，並可降低其心智負荷量。希望本研究所得能提供網路商家設計與經營之參考，提供更好的購物環境來吸引與留住更多的網路消費者。

With the springing up and rapid development of the Internet, the advantages and potential of Internet should be doubtless. Owing to the convenience of the Internet, there has been a rapid growth in both local and international business-to-consumer (B2C) transactions. Many companies are developing commercial web sites and adding web interfaces for their existing information systems in order to attract more people to purchase on their sites. However, not all of them can attract customers successfully shopping on their sites. Although customers browse some web sites, they don’t purchase successfully due to the very different and complicated shopping processes, unsuitable information and the inappropriate user interface designs that confusing, frustrating and discouraging them. Therefore, understanding the consumer behavioral process and providing a better environment is important to increase the probability of B2C transaction success. The purpose of this study will focus on these themes.
The first objective of this study was to develop a complete and detailed consumer behavior model for B2C transactions. We constructed a preliminary B2C consumer behavior model by brainstorming and structured interview. Then, the model was verified by online observation experiment and analyzed by behavior analysis software. After that, a complete and detailed B2C consumer behavior model named Ten-Step Model was constructed. The second objective was to identify the difficulties that consumers may encounter during Internet shopping. The observation and interview methods were used to identify the consumers’ difficulties during Internet shopping. The difficulties were summarized in correspondence to the steps of the Ten-Step Model we constructed early. The third objective was aimed to find a better B2C environment. We take the Ten-Step Model as a basis to build a checklist and the current B2C web sites which sale different goods were evaluated. After analyzing the results of evaluating and take the difficulties we found previously into account, a web site with supporting interface on examining, evaluating and comparing steps was designed to provide consumers more effective and satisfactory shopping environment. Accordingly, this supporting interface was verified by online observation experiment. The results of experiment indicated that this supporting interface could help consumers to reduce their number of repeated, number of shifts among windows, times of taking notes, and reduce their mental workload during online shopping. By applying the results of this study, it is expected to provide some suggestions for the current B2C web sites to build a better shopping environment to attract and retain their customers.

Table of Contents
Abstract …………………………………………………………………………………I
中文摘要……………………………………………………………………………….III
誌謝 …………………………………………………………………………………...IV
Table of Contents ……………………………………………………………………...V
List of Figures ……………………………………………………………………….VII
List of Tables ………………………………………………………………………..VIII
Chapter 1  Introduction …………………………………………..………………….1
1.1 Motivation …………………………………………………………………..…..1
1.2 The purpose of this research ………………………………………………..…..3
Chapter 2  Literature Review …………………………………………………..……6
2.1 B2C Electronic commerce ………………………………………………..…….6
2.2 Consumer behavior model in EC …………………………………………..…...9
2.3 Information and interface design of web sites …………………………………12
2.4 Think aloud protocol, GOMS, and NASA-TLX ……………………………....16
Chapter 3  Construction of a B2C Consumer Behavior Model …………...……...19
3.1 Methods to build a preliminary B2C consumer behavior model ……………...19
3.2 Preliminary B2C consumer behavior model ……………………………….….23
3.3 Methods to verify of the preliminary model …………………………………..28
3.4 A B2C consumer behavior Model (Ten-Step Model) …………………………31
3.5 Discussions ……………………………………………………………………36
Chapter 4  Identification of Difficulties for Online Shopping Customers ……….39
4.1 Methods to identify the difficulties ……………………………………………39
4.2 Difficulties for online shopping customers ……………………………………40
4.3 Discussions …………………………………………………………………….44
Chapter 5  Evaluation of information and supporting interface in B2C web sites …………………………………………………………………….46
5.1 Method to evaluate current B2C web sites ………………………………….…46
5.2 Results of the evaluation ………………………………………………………49
5.3 Discussions …………………………………………………………………….54
Chapter 6  A Experimental Study of Supporting Interface Design on B2C Web Site ...…...................................................................................................57
6.1 The design of web site supporting interface …………………………………...57
6.2 Method of the experiment ……………………………………………………...62
6.3 Results of the experiment …………………………………………………….. 64
6.4 Discussions …………………………………………………………………….68
Chapter 7 Conclusions ...……………………………………...……………………...71
References …………………………………………………………………………….75
Appendix …………………………………………………………………...………….79

List of Figures
Figure 1: A flow diagram of this study …………………………………………………5
Figure 2: Preliminary B2C consumer behavioral model .……………………………..25
Figure 3: Preliminary B2C consumer behavioral model for computers and cell phones ………………………………...…………………………………27
Figure 4: Analysis process of “The Observer” – Behavior analysis software ………...30
Figure 5: The time event log – output of the “The Observer” ………………………...30
Figure 6: Revised B2C consumer behavior model (Ten-Step Model) ………………..33
Figure 7: Example of the advance-searching tool ………………………………….…48
Figure 8: The part screen displayed the selection of four different type notebook PCs and the “comparison” of four notebook PCs ………………………………50
Figure 9: Output of the supporting interface ………………………………………….58
Figure 10: The initiated button of the supporting interface …………………………...60
Figure 11: List of chosen products for comparison ..………………………………….60
Figure 12: List of product functional items …………………………………………...61
Figure 13: List of functional items for choosing to change the permutation …………61


List of Tables
Table 1: What do people often buy on the Internet ……………………………………..9
Table 2: A framework using CDSS and generic Internet & web facilities to support customer decision-making …………………………………………………...15
Table 3: Comparison of the previous EC consumer behavior models and the preliminary B2C model formulated by the authors ………………………….21
Table 4: Differences of behavior among five products ………………………………..26
Table 5: Average repeated times in each shopping step when buying different product …………………………………………………………………….…31
Table 6: Average of time spent in each shopping step ………………………………...32
Table 7: Comparison between the preliminary B2C model and the Ten-Step Model ………………………………………………………………………...34
Table 8: The total (average) number of difficulties …………………………………...41
Table 9: Online shopping difficulties related to human factors and ergonomics identified in the study ………………………………………………………..42
Table 10: The average number of difficulties focusing on human factors and ergonomics …………………………………………………………………44
Table 11: The distribution of 238 web sites …………………………………………...49
Table 12: Evaluated results according to the categories of “steps” and “products” (%) …………………………………………………………………………52
Table 13: Test of difference between each two steps ………………………………….52
Table 14: Test of difference between each two products ……………………………...53
Table 15: Evaluated results according to the category of “source of web sites” and test of differences between them (%) …………………………………………..54
Table 16: Suggestions to current web sites that should enhance the information and supporting interface design in some steps …………………………………56
Table 17: The average of objective measures for subjects using different web site during examining step ………………..……………………………………65
Table 18: The average of objective measures for subjects using different web site during evaluating and comparing step …………………..………………...65
Table 19: Difference for percentage of total time between subjects with and without shopping experience ……………………………………………………….66
Table 20: The results of NASA-TLX between two different web site during online shopping ……………………………………………………………………67
Table 21: Subjective rating of subjects without online shopping experience between two different web sites ………………………………………………………….68
Table 22: Subjective rating of subjects with online shopping experience between two different web sites ………………………………………………………….68
……………………………………………………...………….79

                                

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