The Effects of Windows and Scrolling Modes on Users' Performance and Preference in the Websites for Fashion Shopping

• Main Authors: Mei-Feng Tseng, 曾美芬
• Other Authors: Li-Chieh Chen
• Format: Others
• Language: zh-TW
• Online Access: http://ndltd.ncl.edu.tw/handle/60938974422141926863

碩士 === 大同大學 === 工業設計學系(所) === 93 === Shoppers are given more options than ever before following the substantial development of network technology, the rapid growth of the online population, the quick establishment of websites, and the emergence of new shopping models at the rise of e-commerce. It is essential for a shopping website to present well-classified and easy-to-search information that shoppers really need in order to get ahead of competitor’s websites and to attract more shoppers. This study thus investigated the interrelations between catalog layout and shopping functions presentation of fashion websites, and their effects on shopping efficiency and shopper preferences as a reference for the design of fashion website layout. In the first stage, respondents were asked to write down their reference and opinions of classifying after the fashion websites are sorted into categories, and the results were analyzed via a hierarchical cluster analysis. At the second stage, an online test was conducted to find out the search time, operation difficulty, operation preference and layout preference with 6 specimens divided into 2 groups: scroll mode—(1) horizontal scroll mode, (2) vertical scroll mode, and (3) no scroll mode; and window mode—(1) popup windows, and (2) non-popup windows. Findings indicated that there was no significant influence on the search time is observed in the mixed use of window and scroll modes, though significant differences are observed in operation difficulty and preferences. In terms of search difficulty, scroll mode has a significant influence on search difficulty, and the mixed use of “no scrollbar mode” and “popup windows” makes searching for information the simplest. In terms of operation preference, significant difference is observed in the scroll mode; and the mixed use of horizontal scrollbars and non-popup windows is the most preferred. In terms of overall layout, the “no scrollbar mode” is the most preferred among all 6 specimens according to respondents.