考虑用户认知的电子商务网站导航设计研究  

Research of E-commerce Websites Navigation Design Considering Users' Cognition

作　　者：操雅琴[1,2] 郭伏[1] 刘玮琳[1] 

机构地区：[1]东北大学工商管理学院,辽宁沈阳110169 [2]辽宁工程技术大学营销管理学院,辽宁葫芦岛125105

出　　处：《工业工程与管理》2015年第1期159-162,共4页Industrial Engineering and Management

基　　金：国家自然科学基金资助项目(71171041;71471033);国家科技支撑计划项目(2012BAH25F08)

摘　　要：通过实验方法研究了电子商务网站导航设计对用户认知以及绩效的影响。在文献研究以及对现有电子商务网站调查的基础上,由焦点小组讨论获取了三个关键的导航设计要素(深度、宽度和位置)以及每个设计要素的两个水平。采用正交设计的方法设计了四个网站原型,利用眼动追踪的方法测量了用户在上述网站原型上完成任务时的认知和绩效。在此基础上,采用多元方差分析方法分析了导航的不同设计要素对用户认知及绩效的影响。结果表明:导航深度对认知和绩效有显著影响,一层的导航需要较少的认知努力和更好的绩效;导航宽度对绩效有显著影响,七个项目的导航导致更高的绩效;导航的位置对于用户的认知和绩效都没有显著影响。Experimental research method is used to study the impact of e-commerce websites navigation design on users＇ cognition and performance.Focus group is used to obtain three key design factors（depth,width and location of navigation）and two levels of each based on the literature research and investigation of the existing e-commerce websites of China.Four website prototypes are created according to Taguchi＇s L4（23）orthogonal array.Eye tracking is used to measure users＇ cognition and performance.The effects of various design factors on users＇ cognition and performance are analyzed using the multivariate analysis of variance（MANOVA）.Results indicate that the depth of navigation has a significant effect on the cognition and the performance.Navigation with one level obtains less cognition and better performance.The width of navigation has a significant effect on the performance.Navigation with seven items obtains better performance.The location of navigation has no significant effect on the cognition and the performance.

关 键 词：电子商务网站 导航设计 认知 绩效 眼动追踪 

分 类 号：TB472[一般工业技术—工业设计]