簡易檢索 / 詳目顯示

回結果列表
研究生： 黃憶涵
Huang, Yi-Han
論文名稱： 語言差異於B2B電子市集之介面可用性評估
Language Difference in Usability Evaluation of Interface for B2B e-Marketplace
指導教授： 林珮珺
Lin, Pei-Chun
學位類別： 碩士
Master
系所名稱： 管理學院 - 交通管理科學系
Department of Transportation and Communication Management Science
論文出版年： 2009
畢業學年度： 97
語文別： 中文
論文頁數： 85
中文關鍵詞： 語言認知差異 、電子市集 、可用性評估
外文關鍵詞： Usability, B2B e-Marketplace, Language Cognitive Styles
相關次數： 點閱：89  下載：3 
分享至:
查詢本校圖書館目錄 查詢臺灣博碩士論文知識加值系統 勘誤回報

    • 中國最大的電子商務網站阿里巴巴2007年在香港掛牌上市，募資15億美元，創下僅次於Google的網路企業融資紀錄。B2B市集比B2C市集提供更大的商業價值，但卻提供給使用者較差的使用經驗。本研究針對B2B市集的介面設計進行評估，由於亞洲之電子市集使用者需經常使用國際站(英文介面)市集與中文介面進行跨國交易，經由不同市集來獲得更全面的採購資訊，故市集需要國際化的商務介面，根據文獻可得知台灣人對於中文簡體與英文有不同的系統認知，故探討語言差異是否影響可用性。本研究對於市集可用性評估除經由操作指定任務搭配軟體記載取得客觀績效外，並經由首頁評估問卷、滿意度問卷與訪談分析主觀績效。選取四個網站介面、二種語言進行研究，而研究結果顯示(1) 不同電子市集介面在可用性績效上有差異；(2) 首頁設計影響使用者主觀與客觀之可用性績效；(3) 自評電腦能力高者在時間績效與求救次數上有較好的績效；(4) 使用簡體中文介面的電子市集並未比英文介面的市集操作績效好。

    The biggest e-Marketplace Alibaba will be permitted to enter the Hong Kong market. It is estimated that this will result in $17 hundred million from Hong Kong. E-marketplaces have a profound influence on the way in which organization manage their supply chains.B2B site goals are substantially more complex than those on the typical B2C site. This is the one excuse B2B sites have for their bad usability (Nielsen, 2006). And the B2B e-Marketplace needs the international commercial interface. So this research concerned the relationship between homepage design and usability and integrated the language factors of the difference of cultural cognition to evaluate the usability of the B2B e-Marketplace. This research evaluates the biggest two global B2B e-Marketplaces , each have two different language interface, evaluate each of them by discriminating English interface and Chinese interface. This research individuals the method of evaluation into “subjective” and “objective” performance measurement. From the subjective measurement that it can find the problems of usability by user’s test and the software logging. From the objective measurement that it can understand the content of different interface and homepage by user’s thinking after user test. Finally, establish the suitable guides of usability for the global users depend on the subjective and the objective performance.
    The results found : (1) Different e-Marketplace interfaces have different performance in usability；(2) The design of front page influence the objective and subjective usability performance of the user；(3) The people who have confidence in capability of using computer, usually have good performance in the completed time and the times of asking help；(4) The performance using the simplified Chinese language interface does not better than using the English language interface in the usability test.

    摘 要....................................................................................................................................II abstract ............................................................................................................................... III 誌 謝.................................................................................................................................. IV 目錄......................................................................................................................................V 表目錄................................................................................................................................VII 圖目錄................................................................................................................................ IX 第一章 緒論......................................................................................................................... 1 1.1 研究背景與動機....................................................................................................... 1 1.2 研究問題................................................................................................................... 2 1.3 研究目的................................................................................................................... 2 1.4 研究流程................................................................................................................... 3 第二章 文獻回顧................................................................................................................. 4 2.1 B2B 交易市集.......................................................................................................... 4 2.1.1 B2B 電子市集定義.......................................................................................... 4 2.1.2 電子市集的價值............................................................................................... 4 2.1.3 電子市集的分類............................................................................................... 7 2.1.4 B2B 電子市集需具備之功能........................................................................... 8 2.1.5 B2B 電子市集的演進..................................................................................... 10 2.2 介面可用性評估(USABILITY EVALUATION)........................................................... 11 2.2.1 可用性(Usebility).............................................................................................11 2.2.2 可用性評估..................................................................................................... 12 2.2.3 可用性評估方法............................................................................................. 13 2.3 可用性衡量尺度與首頁設計準則......................................................................... 18 2.3.1 可用性介面衡量尺度..................................................................................... 18 2.3.2 首頁設計準則................................................................................................. 23 2.4 認知差異................................................................................................................. 27 第三章 研究方法............................................................................................................. 30 3.1 實驗前準備............................................................................................................. 30 3.1.1 研究假設......................................................................................................... 30 3.1.2 受試者............................................................................................................. 30 3.1.3 實驗儀器......................................................................................................... 31 3.1.4 選取網站......................................................................................................... 31 3.2 實驗設計................................................................................................................. 34 3.2.1 實驗流程......................................................................................................... 34 3.2.2 實驗任務......................................................................................................... 35 3.3 實驗問卷設計......................................................................................................... 37 3.3.1 網路經驗問卷................................................................................................. 37 3.3.2 首頁評估問卷................................................................................................. 39 3.3.3 滿意度問卷..................................................................................................... 40 第四章 結果分析............................................................................................................. 43 4.1 樣本特性分析......................................................................................................... 43 4.2 客觀結果分析......................................................................................................... 44 4.2.1 不同電子市集之客觀績效比較..................................................................... 44 4.2.2 阿里巴巴與made in china 之客觀績效比較................................................ 47 4.2.3 英文介面與中文介面之客觀績效比較......................................................... 48 4.2.4 電腦能力高低群組之客觀績效比較............................................................. 49 4.2.5 不同B2B 電子市集介面與性別因子之交叉分析........................................ 50 4.3 主觀績效的衡量-首頁評估問卷分析................................................................... 54 4.3.1 首頁評估問卷信度......................................................................................... 54 4.3.2 不同B2B 市集主觀績效之比較-首頁評估問卷.......................................... 54 4.3.3 中文介面與英文介面之主觀績效比較-首頁評估問卷................................ 58 4.4 主觀績效-滿意度問卷分析................................................................................... 60 4.4.1 滿意度問卷信度分析..................................................................................... 60 4.4.2 不同B2B 電子市集主觀績效之比較-滿意度問卷...................................... 60 4.4.3 中文介面與英文介面之主觀績效比較-滿意度問卷.................................... 63 第五章 結論與建議........................................................................................................... 65 5.1 研究結論................................................................................................................. 65 5.1.1 客觀績效-任務分析之結論............................................................................ 65 5.1.2 主觀績效-首頁評估分析之結論...................................................................... 67 5.1.3 主觀績效-滿意度問卷分析之結論................................................................ 68 5.2 B2B 電子市集可用性改善建議............................................................................ 69 5.3 學術與實務貢獻....................................................................................................... 70 5.4 未來研究建議......................................................................................................... 71 參考文獻............................................................................................................................. 72 附錄.................................................................................................................................... 78

    中文文獻：
    1. IBM Software，B2B電子市集， http://www.cnpedia.com/Update%20no2/p6.htm
    2. IBM全球服務總部，e-Marketplace，https://www-07.ibm.com/services/bcs/tw/market.html
    3. 松炎網路行銷(2008)，網站可用性之8建議 ，www.songyan.com.tw
    4. 丁惠民(1990)，電子市集的企業應用與資源整合。電子化企業經理人報告，ARC 遠擎管理顧問公司，41-48。
    5. 王新雨(2001)，企業最渴望的電子市集功能，http://www.zdnet.com.tw/print/?id=20024161
    6. 自由時報(2009)，學界：台灣應推動「識簡書正」，胡清暉報導
    7. 李文能(2007)，網頁研習室，http://www.webpage.idv.tw/maillist/maillist1/quest/07/07.htm
    8. 資策會電子商務研究所(2003)，家庭連網應用調查。
    9. 陳順宇 鄭碧娥(2002)，實驗設計，台北市：華泰文化出版。
    10. 黃朝盟 趙美慧(2001)，‧COM 的策略規劃與設計，商鼎文化，台北。
    11. 鉅亨網(2007)，芝麻開了門 阿里巴巴的下個神燈在哪裡？，黃欣報導。http://tw.stock.yahoo.com/news_content/url/d/a/071107/2/oije.html
    10. Jakob Nielsen & Marie Tahir(2002)，Homepage 完全解構-50 個知名網站設計詳
    析，上奇科技，台北
    12. 楊欣哲 王超弘(1999)，WWW 網頁設計之準則與應用，工業工程學刊，1999，第16 卷第二期，267-276。

    英文文獻：
    1. Bakos, Y. (1998). The Emerging Role of Electronic Marketplaces on the Internet. Communications of the ACM, 41(8), 35-42.
    2. Baron, J.P., Shaw, M.J., Bailey, A.D. (2000). Web-based E-catalog systems in B2B procurement. Communications of the ACM, 43(5), 93-100.
    3. Borges, J. A., Morales, I. & Rodríguez, N., J.(1996).Guidelines for Designing Usable
    World Wide Web Pages, 277-278.
    4. Catarci, T. (1999). Web-Based Information Access. IEEE, 5, 10-18.
    5. Chakraborty, G., Laa, V., & Warren, D. (2003). What Do Customers Consider Important in B2B Websites. Journal of Advertising Research, 43(01), 50-61.
    6. Chen, S., & Macredie, R. (2005). The Assessment of Usability of Electronic Shopping: A Heuristic Evaluation. International Journal of Information Management, 25(6), 516-532
    7. Chin, J. P., Diehl, V. A., & Norman, K. L. (19). Development of An Instrument Measuring User Satisfaction of the Human-Computer Interface.
    8. Chiu, L.H.(1972). A Cross-Cultural Comparison of Cognitive Styles in Chinese and American Children. International Journal of Psychology 7, 235–242.
    9. Choong, Y. Y., & Salvendy, G. (1999). Implications for Design of Computer Interfaces for Chinese Users in Mainland China. International Journal of Human–Computer Interaction, 11 (1), 29-46.
    10. Choudhury, V., Hartzel, K.S., & Konsynski, B.R. (1998). Uses and Consequences of Electronic Markets: An Empirical Investigation in the Aircraft Parts Industry. MIS Quarterly, 471-507.
    11. Cox, K., & Walker, D. (1993). What Makes a Good Computer System? Singapore
    Prentice Hall, 1-13.
    12. Cunningham, M. (2001). B2B: How to Build a Profitable E-Commerce Strategy: Perseus Books Group.
    13. Douglas, J.D., & Wong, A.C. (1977). Formal Operations: Age and Sex Differences in Chinese and American Children. Child Development 48, pp. 689–692.
    14. Dumas, J., & Redish, J. (1999). A practical guide to usability testing: Intellect
    Books .
    15. Dunt, E., & Harper, I. (2002). E-Commerce and the Australian Economy. The Economic Record, 78(242), 327-342.
    16. Engel, J. F., Miniard, P. W., & Blackwell, R. D. (2001). Consumer Behavior, 9thed.
    South-Western Inc., United States.
    17. Faiola, A., & Matei, S. (2005). Cultural Cognitive Style and Web Design: Beyond a Behavioral Inquiry into Computer-Mediated Communication. Journal of Computer-Mediated Communication, 11(1), 375-394.
    18. Gehrke, D., & Turban, E. (1999). Determinants of Successful Website Design: Relative Importance and Recommendations for Effectiveness.
    19. Goldstein, K. M., & Blackman, S. (1978). Cognitive Style. New York: Wiley.
    20. Gould, J. D., & Lewis, C.(1985). Designing for Usability: Key Principles and What Designers Think. Communications of the ACM, 28(3), 300-311.
    21. Huang, H., & Hanley, J. (1995). Phonological Awareness and Visual Skills in Learning to Read Chinese and English. Cognition, 54(1), 73-98.
    22. IDC(國際數據資訊), http://www.idc.com/.
    23. ISO 9241-11. (1998). Ergonomic Requirements for Office work With Visual Display Terminals (VDT) s-Part 11 Guidance on Usability. ISO 9241-11
    24. Jenny Preece(1998)，人機介面與互動入門-電腦之人因工程。(陳建豪譯)。艾迪生維斯理出版有限公司。
    25. Landaurer, T. K. (1995). The Trouble with Computers: Usefulness, Usability, and Productivity. MIT Press
    26. Li, J., & Li, L. (2005). On the Critical Success Factors for B2B e-Marketplace.
    27. Mahadevan, B. (2000). Business Models for Internet-Based E-Commerce: An Anatomy. California Management Review, 42(4), 55-69.
    28. Nielsen, J., & Molich, R. (1990). Heuristic Evaluation of User Interface. ACM
    CHI’90 Conf, 249-256.
    29. Nielsen, J. (1993). Usability Engineering. Morgan Kaufmann, San Francisco
    30. Nielsen, J. (2002). Top Ten Quidelines for Homepage usability. Jakob Nielsen’s Alertbox, http://www.useit.com/alertbox/20020512.html.
    31. Nielsen, J. (2006). B2B Usability. Jakob Nielsen’sAlertbox, http://www.useit.com/alertbox/b2b.html
    32. Kafka, S., Temkin, B., Sanders, M., Sharrard, J., & Brown, T. (2000). The Forrester Report-eMarketplaces Boost B2B Trade
    33. Kalakota, B., & Whinston, A. B. (1996). Frontiers of Electronic Commerce, New York: AddisonWesley,
    34. Kaplan, S., & Sawhney, M. (2000). E-Hubs: The New B2B Marketplaces. Harvard Business Review, 78(3), 97-106.
    35. Karat, C.M., Compbell, R., & Fiegel, T. (1992).Comparison of Empirical Testing and Walkthrough Method in User Interface Evaluation. Human Factor in Computing System, ACM, New York, 397-404.
    33. Kukulska, H.A. (2000). Communication with Users: Insights from Second Language Acquisition.Interacting with Computers, 12, 587-599.
    36. Raisch, W. (2002). The eMarketplace: Strategies for Success in B2B eCommerce: McGraw-Hill, Inc. New York, NY, USA.
    37. Rau, P., Choong, Y., & Salvendy, G. (2004). A Cross Cultural Study on Knowledge Representation and Structure in Human Computer Interfaces. International journal of industrial ergonomics, 34(2), 117-129.
    38. Riding, R., & Rayner, S. G. (1998). Cognitive Styles and Learning Strategies. London: David Fulton.
    35. Roberson, D., Davies, I, & Davidoff, J. (2000). Color Categories are Not Universal: Replications and New Evidence from a Stone-Age Culture. Journal of Experimental Psychology: General, 129,369-398.
    39. Park, K. S. & Lim, C. H. (1999). A Structured Methodology for Comparative Evaluation of User Interface Designs Using Usability Criteria and Measures. International Journal of Industrial Ergonomics. 23, 379-389
    40. Sachs, G. (1999). B2B: 2B or Not 2B. Goldman Sachs Investment Research, New York, NY.
    41. Sein, M.K., Olfman, L., Bostorm, R.P. and Davis, S.A. (1993). Visualization Ability as a Predictor of User Learning Success. International Journal of Man-Machine Studies 39, 599–620.
    42. Shackel, B. (1991). Human Factors for Informatics Usability. New York: Cambridge University Press
    43. Shneiderman, B. (1998).Designing the User Interface: Strategies for Effective Human-Computer Interaction. Addison Wesley Longman, Inc
    44. Shneiderman & Plaisant(2005)。人機介面設計-有效的人機互動策略。(曾志軒譯)。台北市：東華出版社。
    45. Stewart, E.C. & Bennett, M.J.(1991). American Cultural Patterns: A Cross-Cultural Perspective. , Intercultural Press, Yarmouth, ME.
    46. Witkin, H., & Berry, J. (1975). Psychological Differentiation in Cross-Cultural Perspective. Journal of cross-cultural psychology, 6(1), 4-87.
    47. Weller, T. (2000). B2B E-Commerce-The Rise of E-Marketplaces. Research report, Legg Mason Wood Walker.
    48. Whorf, B.L. (1956) .The Relation of Habitual Thought and Behavior to Language. In: Language, Thought and Reality: Essays by B.L. Whorf. J.B. Carroll (ed.) Cambridge: M.I.T. Press.
    49. Yang, K.S. (1986) .Chinese Personality and Its Change. In: Bond, M.H., Editor, 1986. The Psychology of the Chinese People, Oxford University Press, New York, pp. 106-170.
    50. Yau, J., & Hayward, W. (1995). It’sa Small World after All: Western Usability
    Guidelines Predict Behavior of Chinese Users of On-Line Bookstores.

    下載圖示 校內：2010-07-27公開
    校外：2010-07-27公開
    QR CODE