The Impacts of Website Homepage Visual Navigation Design and User Behavior on Surfer’s Experience

• Main Authors: Tzu-Ting Lee, 李子庭
• Other Authors: 作者未提供
• Format: Others
• Language: zh-TW
• Published: 2005
• Online Access: http://ndltd.ncl.edu.tw/handle/z5cm5b

碩士 === 銘傳大學 === 設計管理研究所碩士班 === 93 === The enterprise can grow well by the application of information technology. Besides, the enterprise can build-in the closer connections to customers by means of internet utilization. Looking around the virtual internet world, it always makes the users confused and disappointed. Searching for information is the main objective in network navigating. The visual navigation design elements of homepage are the first sight for users to browsing. The most important factors in homepage design are not only providing visual elements but also attracting users’ attention. As well, it could be the top mission to make contribution to the certain desires satisfaction. Consequently, the visual navigation design elements become more and more important in the future. How can the visual navigation design bring the users easily to catch the information and make deeply impression are the goals of this dissertation. And how the difference of users’ behavior can influence on the navigation browsing experiences is need to study as well. The methodology will include corporation websites collecting, navigation design elements of menu(such as patterns, place, background, interactive, main tone, hyper linking, and status.) Following the step of cluster analysis is in order to pick up the 10 meaningful study sample. Then the hypothesis can be concluded by testing the navigation experiences result from navigation design elements and users’ behavior. Internet questionnaire as well as random snowball sampling is used to gather the raw data of internet-experienced testers. It is planned to find out what does the different visual navigation design elements influence the users’ navigation experience. And it also planned to find out the difference between users’ behavior from navigation experiences. The final conclusion can be summarized as followings: (1) The significant relations between visual navigation design elements and users’ experiences; (2) The significant relations between objective orientation and users’ experiences; and experienced orientation users are more easier to stir navigation experience than objective orientation users; (3) The difference of involvement can lead to the 4 types of user experience; that is to said that high involvement users get the better experiences that low involvement. Especially, high involvement users rate highly in curiosity and interest experience dimensions; (4) The visual navigation design elements and navigation objective influence on each other. However, there are no significant difference between visual navigation design elements from involvement in the study; (5) The users’ preference of visual navigation design elements exits high correlation with users’ experiences.