電子商務網(wǎng)站的可用性和網(wǎng)頁設計屬性對用戶偏好的影響外文翻譯(可編輯)

1、電子商務網(wǎng)站的可用性和網(wǎng)頁設計屬性對用戶偏好的影響外文翻譯外文翻譯The effects of usability and web design attributes on user preference for e-commerce web sites Material Source:Computers in Industry Author:Lee,Sangwon;Koubek,Richard JAbstractThis study examines the relationships among perceived usabilitybefore actual use, task comp

2、letion time, and preference, and the effects of design attributes on user preference for e-commerce web sites. Nine online bookstore websites were used by ten participants. Results indicate: 1 pre-use usability and task completion time were correlated; 2 the relationship between pre-use usability an

3、d preference was greater than that of task completion time and preference; 3 design attribute assessments after actual use were highly inter correlated; and 4 organizational structure and layout had a greater effect on user preference than aesthetic aspects, such as color and typography. These findi

4、ngs can be used to construct a conceptual framework for understanding user preferences and to develop design guidelines to yield more highly preferred e-commerce web sites. Also, the methodology in this study can be applied to other computerized-applications.Keywords: User preference Perceived usabi

5、lity Task completion time Web design attributes E-commerce web sitesIntroductionMost companies have recently made great efforts to utilize theInternet in expanding their businesses. Designing a good web site, naturally, has become one of the primary and crucial issues for the companies which want to

6、 imize profits by promoting their services or products in a competitiveand limited market. However, it is not easy toclearly explain what a successful web site is, because its nature and characteristics depend on what kind of system it uses, what field it is in, what its purpose for use is, and so o

7、n. These features are strongly connected to who the target users are. For the most part, in e-commerce, the user is the most important factor for a companys higher profits. Accordingly, users should be the priority in designing web sites. To know users meansto understand howthey maketheir preference

8、s. User preference can be defined as a choice of alternatives, that is, a user s belief based on his or her individual opinion that one thing is better than another.Preference reflects a user s feeling and attitude for the interface and functional design of a web site, and influences his or her deci

9、sion for a final behavior on that web site. Generally, user preference for a web site is indirectly measured through an interview or a questionnaire.Criteria for users preference -making include usability, performance, aesthetics, price, information quality, brand, and so forth. Users consciously or

10、 subconsciously assign different weights to these factors when making their preferences. Usability among the factors, especially, has been traditionally recognized as the most important criterion for user preference. However, it is not expected that usability alone is enough to properly explain user

11、s attitudes such as preference and intent to use. In this sense, the present study investigates the relationships among perceived usability before actual use, user performance task completion time, and preference. Additionally, different impacts of design attributes on user preference for e-commerce

12、 web sites are examined, and users psychological characteristics inevaluating those web sites are considered. Findings related to these objectives can be consequently used as bases of constructing a conceptual model for the process of users preference -making and suggesting design strategies to yiel

13、d more highly preferred e-commerce web sites.Background and related workWeb site definition and classificationA web site is an information resource on the World Wide Web . It can be considered as one complete system and product, in that a web site can be defined as a group of interface and functiona

14、l attributes that are connected to each other to serve high levels of usability, performance,and beauty to users, to satisfy users wants, and to obtain their satisfaction in a competitive market of online and offline sales and information-services.Web sites can be classified into four categories by

15、their use purposes. These categories are entertainment, information, communication,and commerce: an entertainment web site provides diversion and relaxation to users who want to escape from the stressful reality; an information web site makes it possible for users to obtain useful information more q

16、uickly and more easily; a communication web site facilitates communicating with others with similar interests; and a commercewebsite provides an online market place where goods and services are purchased. Online bookstores, which are included in the category of commerce web sites, are selected as th

17、e domain of this study.2.2 Web design guidelines and usability evaluation methods UEMsWhat constitutes a good web site has been traditionallyexplainedby relating it to user and usability. In other words, a successful and preferable web site generally refers to one with high usability, which is user-

18、friendly and user-centered in interface and functional aspects. According to the International Standard Organization ISO, usability is defined as an outcome,the extent to which a p roduct can be used byspecified users to achieve specified goals with effectiveness, efficiency, and satisfaction in a s

19、pecified context of use. Also, Rosson andCarroll described usability as the quality of an interactive computer system with respect to ease of learning, ease-of-use, and user satisfaction , and Nielsen stated that usability is associated with learnability, efficiency, memorability, errors and satisfa

20、ction.Several studies suggested guidelines and requirements to help design a better web site. Their focuses mainly lie in usability, although a few guidelines include aesthetic aspects. According to them, the creation of web sites with a high level of usability can be achieved by abiding by such web

21、 design guidelines. Those web sites, naturally and inversely, are expected to have the positive features and effects described in the guidelines. However, these guidelines are generally abstract, thus having limitations in being properly applied to a specific case.It is necessary to evaluate how muc

22、h web sites madeby considering the web design guidelines actually satisfy users. For this, many researchers have traditionally emphasized usability: usability of a web site is measured taking into account users perspectives, and thus itcan be continuously improved for the benefit of target users thr

23、ough an iterative cycle of development. Over time, methods and techniques to measure usability ? usability evaluation methods UEMs ? have been developed. UEMs have been studied from the beginning of Human?Computer Interaction HCI. The goal of the UEMs is to make a web site more usableand preferable

24、by finding what needs to be changed or developed in the web site as much as is possible in terms of time and cost. In the 1980s, laboratory usability evaluation was the primary UEM to examine design attributes and user needs for a system. It has been developed as an essential process to makea system

25、 more competitive and obtain supportive information and recommendations. Other methods to evaluate usability, since the 1980s, have been developed to save more cost and time. In addition, usability testing using scenarios is one of the most commonly used UEMs. This method is the empirical method of

26、analyzing usersactions in completing test scenarios2.3. Usability and user preferenceThe web design guidelines and the web site evaluation methods described above tended to strongly focus on usability especially effectiveness, there by neglecting other relevant aspects. The UEMs, especially, placed

27、too much emphasis on heuristic approaches to evaluating design quality and measuring user performance to explain causes of usability problems in a system. Additionally, they basically assumedthat high usability meanshigh preference, but other researchers have shown that this is not always correct. M

28、oreover, user preference needs to be most importantly considered as his or her decision for a final behavior such as revisiting a web site with pleasure For this study, usability can be considered as two concepts: pre-use usability and user performance task completion time. Pre-use usability here me

29、ansusability that users perceive by considering mainly interface attributes of awebsite before actual use,while user performance refers to a result of user activities on a web site over a given time and a degree of accomplishment of a specific task completed by a user. Task completion time is one of

30、 the objective user performance measures. A strong relationship between user performance and usability has been supported; indeed, the definition of usability by ISO 9241 emphasizes measurable criteria of performance by a specific user, task, and situation. Further, Nielsen and Levy stated that user

31、 performance was one of the major determinants of usability, and Dillon demonstrated that usability can be evaluated by observing howusers interact with a system in a proper way and recording their performance data such as task completion time. These findings support the notion that a high level of

32、user performance, that is, task completion time,means a high level of usability. Nevertheless, few studies have directly investigated the relationship between pre-use usability and user performance. In Dillon s experiment using seven interface designs for a spread sheet function, users ratings of pr

33、e-use usability showed nocorrelation with user performance Regarding the relationship between pre-use usability and user preference, Keinonen examined how usability-related attributes of a product are perceived and how those attributes are considered when a user makes his or her preference. The resu

34、lts of his experiment using six different heart rate monitors showedthat the dimensions of expected usability ? perceived affect, perceived usefulness, perceived ease-of-use, perceived functionality, perceived operational logic, and perceived quality of presentation ? could not properly explain user

35、s preferences on the products. Also, Dillon s study indirectly indicated that pre-use usability may not be correlated with user preference for seven interface alternatives which were originally presented in Tullis and Kodimers experiment. However, themain focus of these studies did not lie in the re

36、lationship between pre-use usability and user preference.At this time, any other reference dealing directly with the effects of usability on user preference for web sites can be hardly found It is intuitively expected that user performance and user preference are in a positive correlation, since peo

37、ple can be expected to prefer the system where they perform better or vice versa.Nielsen and Levy presented that users average task performance wasstrongly and positively correlated with their average subjective satisfaction. Nevertheless, sometimes mismatches between preference and user performance

38、 occur. According to Kissel, the subjective ratings given by end-user evaluators often were not positively correlated with the objective performance measures. He noted that this difference resulted from individual differences in past computer experience. In addition, Bailey argued that the interface

39、 can be made better when considering performance and preference separately and recognizing the limitation ofeach, and Nielsen and Levy pointed out the possibility of a mismatchbetween preference and performance by reviewing the relevant previous studies and tried to express performance as a function

40、 of preference through their experiment data. These studies directly or indirectly showed the existence of a possible is match between task completion time and preference.The present study attempts to check whether such a mismatch between them occurs in e-commerce web sites譯文電子商務網(wǎng)站的可用性和網(wǎng)頁設計屬性對用戶偏好的影

41、響資料來源: 工業(yè)計算機期刊作者 :李,祥原;庫貝克,理查德 J 摘要本研究探討網(wǎng)站在正式使用前的可用性 ,任務完成的時間 ,偏愛喜好 ,和 設計的屬性對電子商務網(wǎng)站使用者偏好影響之間的關(guān)系。 9 個在線書店網(wǎng)站僅被 10 個成員使用。結(jié)果說明 :(1) 使用前的可用性與任務的完成時間有關(guān) ;(2) 使用 前的可用性與偏好之間的關(guān)系要強于任務的完成時間與偏好之間的關(guān)系 ;(3) 實 際使用后 , 設計屬性與網(wǎng)站有較高的內(nèi)部相關(guān)性 ;(4) 相對于網(wǎng)站的美化來說 ,如 顏色和字體 , 用戶對網(wǎng)站喜好的選擇更偏重于網(wǎng)站的組織結(jié)構(gòu)與布局。這些研究 結(jié)果可以用來構(gòu)造一個了解使用者喜好的框架 , 并制定

42、設計指引 , 以產(chǎn)生更多高 質(zhì)量的電子商務網(wǎng)站。 同時, 本系統(tǒng)的研究方法也可以運用到其他的應用系統(tǒng)中。關(guān)鍵詞 : 用戶偏好 可用性 任務完成時間 網(wǎng)站設計屬性 電子商務網(wǎng)站1 簡介目前, 有較多的公司利用互聯(lián)網(wǎng)來擴大它們的業(yè)務。 設計一個優(yōu)秀的網(wǎng)站實際上 , 已經(jīng)成為了公司希望通過提高服務或產(chǎn)品質(zhì)量 ,在競爭激烈及有限的市 場中獲取更大利潤的主要和關(guān)鍵因素之一。然而 , 這并不容易清楚的解釋什么是 一個成功的網(wǎng)站 ,因為它的性質(zhì)和特點取決于使用什么樣的系統(tǒng) , 它是在什么領 域,其使用的目的是什么 , 等等。這些特性直接關(guān)系到目標用戶是誰。 在大多數(shù)情 況下,在電子商務中 , “用戶”往往是

43、公司利潤大小的最關(guān)鍵因素。因此 ,在設計 網(wǎng)站的過程中應該把用戶放到最首要的位置。了解用戶就意味著掌握了用戶喜 好。用戶偏好可以定義為一種替代選擇 , 那就是,一個用戶的信念基于他或她的個 人意見, 即這個東西比另一個更好。偏好反映了用戶對網(wǎng)站的界面和功能的感覺 和態(tài)度 , 并影響他或她對網(wǎng)站的最終決定。 一般來說 , 用戶對網(wǎng)站的偏好都是通過 訪談或問卷調(diào)查間接知道的。決定用戶偏好的決策包括可用性、性能、美觀、價格、信息質(zhì)量和品牌 等等。用戶在選擇的時候會自覺或不自覺的來衡量這些因素。在這些因素當中 , 尤其是可用性 , 通常被認為是衡量用戶偏好的最重要的標準。 然而, 并不能期望可 用性就

44、足以正確的解釋用戶的態(tài)度諸如偏好和使用意圖。從這個意義上說, 目前的研究探討正式使用前的可用性 , 用戶的性能 （任務完成時間 ） 和偏好之間的關(guān) 系。此外 , 檢查不同設計屬性的電子商務網(wǎng)站的用戶偏好 , 并考慮用戶在評價這些 網(wǎng)站時的心理特點。 實現(xiàn)這些目標的相關(guān)調(diào)查結(jié)果 , 因此可以用作建立一個用 戶偏好決策和提出設計策略的過程 , 從而產(chǎn)生更多的首選電子商務網(wǎng)站的概念模 型的基礎。2 背景和相關(guān)工作2.1 網(wǎng)站的定義和分類在萬維網(wǎng)上,網(wǎng)站是信息的主要來源。 它可以視為一個完整的系統(tǒng)和產(chǎn)品其中網(wǎng)站又可被定義為一個界面和功能屬性的集合體 , 是連接相互之間的可用 性、性能和美感并傳遞給客戶

45、 , 滿足客戶的欲望。同時在競爭激烈的線上、線下 銷售市場和信息服務獲得客戶的滿意。網(wǎng)站根據(jù)使用目標可分為四類 , 分別是娛樂、信息、通訊和商業(yè) : 娛樂網(wǎng) 站是為那些想要逃避緊張的現(xiàn)實生活的用戶提供一個調(diào)節(jié)和放松的環(huán)境 ; 信息網(wǎng) 站是使用戶更迅速、更容易獲取有用的信息 ; 通訊網(wǎng)站是便于相同興趣用戶的交 流; 商業(yè)網(wǎng)站提供了一個可以在網(wǎng)上購買商品和服務的市場。屬于商業(yè)網(wǎng)站類別 的網(wǎng)上書店 , 將作為本論文的研究范圍。2.2 網(wǎng)頁設計準則和可用性評估方法 (UEMs) 一個好的網(wǎng)站是由什么構(gòu)成的 ,傳統(tǒng)的解釋 ,由用戶和可用性。換句話說, 一個成功的優(yōu)秀的網(wǎng)站一般涉及到較高的可用性 , 即在

46、界面和功能方面的用戶友 好性和以用戶為中心。 根據(jù)國際標準 (ISO), 可用性定義為 ,“在某種程度上 , 一個 產(chǎn)品可以被特定的用戶使用 , 并能有效的、高效率的、高滿意度的完成指定的內(nèi) 容”。此外, 羅森和卡羅對可用性的定義如下“一個互動的電腦系統(tǒng)質(zhì)量好差,體現(xiàn)在它是否易于學習 ,是否易于使用 ,是否能讓用戶滿意” ,同時,尼爾森指出,可 用性與學習能力、效率、記憶性、錯誤率和滿意度有關(guān)。幾項研究得出的指導方針和要求 ,有助于設計出更好的網(wǎng)站。 他們的重點 主要在于在網(wǎng)站的可用性 ,雖然有少數(shù)指引包括美學方面。 依照他們的思路 , 許多 網(wǎng)站高層次的可用性創(chuàng)建可以通過遵守這些網(wǎng)站設計指引來完成。這些網(wǎng)站 , 理 所當然和成反比 ,希望在指導方針中有描述積極的功能和作用。 然而, 這些準則通 常都很抽象 , 從而被正確地應用到具體案件中還有一定的限制。評估通過網(wǎng)頁設計指南來完成的網(wǎng)站 , 到底有多少是能真正滿足用戶的 ,這個行為是有必要的。 為此,許多研究者一直以來都強調(diào)可用性 : 一個網(wǎng)站可用性 的衡量是通過考慮用戶的觀點 ,因此它可以通過迭代周期的發(fā)展 , 不斷改進目