导航结构对B2C电子商务网站可用性影响的实证研究

华中科技大学硕士学位论文导航结构对B2C电子商务网站可用性影响的实证研究姓名：张胜岭申请学位级别：硕士专业：管理科学与工程指导教师：马辉民20080425IB2CSPSS13.0MANVOAB2CIIAbstractWiththerapiddevelopmentofInformationtechnology,moreandmoreenterprisescometothemarketofe-commerce,toconsolidateorstrengthentheircompetitivenessinthecurrentenvironment.Thee-commercewebsiteisanimportantplatformofcommunicationbetweeninternetcompaniesandonlineconsumers,anditplaysanimportantroleintheB2Ctrading.ButtheB2Cwebsiteusabilitycanbecomearestrictedfactorfortheonlinetransactionssuccessfully.Basedondiscussingwebsitenavigationstructures’impactsonwebsiteusabilityintheB2Cbusinessenvironment,inaccordancewiththesemanticsandsyntaxfeatures,thenavigationstructurewillbeclassifiedintosubject-orientednavigation,usage-orientednavigationandcombinednavigation.Onthebasicoftheanalysisofmanyliteratures,thispapersupportsthatwebsitenavigationstructureaffectswebsiteusability;taskcomplexityaffectswebsiteusability.Therefore,fromwebsiteusabilityperformanceandwebsiteperceptionusability,theexperimentdirectedbytheuser-basedobservationformetricsoftheusabilityofassessmentmethods,measureswebsiteusability.Then,toolofSPSS13.0isusedondataanalysis.Theresultvalidatesthatthecombinednavigationstructure’simpactonwebsiteperceptionusabilityandwebsiteusabilityperformanceisbetterthansubject-orientednavigationstructure,buttheinteractionbetweennavigationstructureandtaskcomplexitydoesn’taffectwebsiteusability.Finally,theconclusionnotonlyprovidesonthedesignoptimizationofnavigationforusability,butalsoindicatesthattheshortcomingsofthestudyandfurtherstudies.KeywordsB2Ce-commercewebsiteusabilitynavigationstructuretaskcomplexity_____111.1ElectronicCommerceEC1.122503370591079509400111001370049.78%75.37%34.52%18.24%18.09%23.42%02000400060008000100001200014000160000.00%10.00%20.00%30.00%40.00%50.00%60.00%70.00%80.00%1.12000-2006200620101995420021998121199920002001200228848200320102004B2BB2CBusinesstoCustomerC2CCustomertoCustomerB2C0406200604720051011061059048106312285.19%1.11.120042006/B2C/2004224023.83%81422005325129.29%193562006431031.46%31282[1]20103B2CB2C1.2247*24B2C[2]199823927%63%601542%[3][7]GVUTea-Leaftechnology90%40%[4,5]4[8]B2C1.3[9]e-tailerB2CB2CB2CB2C123B2CB2C51.4B2CB2C622.1ISInformationSystem[10]NielsenPearrowShneidermann2.1.1JakobNielsen9241-11InternationalOrganizationforStandardization,ISOBevanKirakowskiNielsen[11,12]JakobNielsen5[12]ISO9241-11effectivenessefficiencysatisfaction[13]ISO9241-11[14]QuesenberyISO9241-11[15]12effectivenessefficiency7ISO9241-113QuesenberyISO9241-11[15]2.1.2Human-CentredDesignHuman-ComputerInteractionHCIHCIHCI[16]NielsenShneidermanPearrow[12,17,18][12][19][18,20]Nielsen[20]navigationresponsetimecredibilitycontentNielsen8[12]Nielsen[21]JakobNielsenDesigningWebUsability2000NielsenKrug,Johnson,GoldFlanders[22]NielsenLoranger[23]CappelHuang[22]NielsenNorman90[20,23]AgerfalkErikssonaction-oriented[24]Preece[25][26,27]ISO9241-11QuesenberyQuesenberyNielsenISO9241-11[13]QuesenberyeffectivenessefficiencyengagementerrortoleranceeaseoflearningISO9241-119effectivenessefficiencyengagementerrortoleranceeaseoflearning[15]Quesenberyengagementengagingerrortolerance2.2[8]B2C2.2.110[8][8]disorientation[28]CognitiveOverhead[29]B2C[30][20,31]2.2.2Powell[32]Nielsen[33]McDonald[34]Mohageg[35]Korthauer[36]LawlessKulikowich[37]Chou[38,39][37,38,31]Shneiderman11[46]situation-dependentHolsapplePakathSasidharan[40]FangHolsapple[39][33]FangHolsapplesemanticsSyntax[39]somethingsubjectmatterSatzingerOlfman[44]1233.1[39]3.13.1[39]13Wood[49]B2CB2CB2C3.23.2.1[26]3.1143.1[19][41][42][17,18,20][43]IS[20,18]coherenceComplexitylegibility[44][45][21][22]FangHolsapple[41]FangHolsapplementalmodel15IAIIBMiyake[42]SchematheoryBartlettschemata[43]WebsiteperformanceusabilityWebsiteusabilityperceptionsH13.2.2[41]B2C163.23.2ISO9241-11[13][21][2][25]action-oriented[24][44][45]tasksequipmentenvironment[46]effectivenessefficiencyengagementerrortoleranceeaseoflearning[15][39]WebsiteperformanceusabilityWebsiteusabilityperceptions17H2H3B2C[39]B2C3.33.31844.14.1user-basedevaluationexpert-basedevaluation[47]user-basedevaluation19expert-basedevaluationCELLO4.1(user-basedevaluation)(expert-basedevaluation)CELLO4.1user-basedobservationformetrics20[47]4.24.24.2B2CB2C4.2.1B2C21B2C14.34.3[8]22/4.3Java44.44.3/4.4Java42234.5/4.6Java44.74.5244.6/4-7Java43ebworld2006TOP100[48]16B2CC2C114.1254.1B2C/////DELL/////e/39/991122224181699184.2264.2181615131312101089%83%72%72%67%56%56%4.2.2[49]Java4/27JavaJavaScriptJ2EEJAVAJavaJava9544.315304.3544.2.3×100%CARNT()NT=EA28SA[50]SP164.3120154050/293055.18080160160NTCAREASASASA8080116969696963471105.11105.2MANVOA315.15.112345CAR77%86%82%82%89%84%NT3.783.743.352.392.753.05EA4.004.353.894.114.394.18SA4.134.473.614.154.244.14EP3.273.884.173.743.363.65SP3.934.183.613.673.583.75N15.0017.0018.0027.0033.0022.005.25.3CARNTEASAEPSP1227%247.41325.212345CAR91%91%98%94%99%95%NT4.203.662.832.292.372.86EA4.294.454.424.634.834.58SA4.434.553.754.444.784.42EP3.573.554.084.133.223.70SP4.144.183.753.753.563.81N7.0011.0012.0016.0018.0012.805.312345C