【作者】 张胜岭；

【导师】 马辉民；

【作者基本信息】 华中科技大学 ， 管理科学与工程， 2008， 硕士

【摘要】 计算机技术的迅速发展,使得越来越多的企业进入电子商务,利用电子商务环境巩固或加强企业在当前激烈环境下的竞争力。电子商务网站作为在线消费者与企业沟通的重要平台,其作用在交易活动中的地位不言而喻,而商务站点的可用性与否,成为制约能否进行在线交易的重要因素。以导航结构对网站可用性的影响因素探讨为出发点,在B2C商务环境下按照语义与语法特征,将导航结构划分为面向使用的导航结构、面向主题的导航结构及两者相混合的导航结构。在大量文献分析的基础上,归纳总结出导航结构对网站可用性有影响,购物目标的复杂性也对网站可用性有影响。于是,对网站可用性从可用性性能与可用性感知两方面,进行了基于可用性评估方法之用户观察的绩效度量方法的实验测定。对实验收集到的数据运用SPSS13.0软件进行描述性统计分析与MANVOA分析。分析的结果验证了两者混合的导航结构,无论是在用户的使用效率方面还是用户的感知方面,其可用性都比面向主题的导航结构要好;购物目标的复杂性也对网站可用性有影响,但两者的交互作用对可用性没有影响。最后对本次研究结果进行了总结,并从用户使用视角对优化导航可用性设计出了三条的建议,还对本次研究的不足之处进行了说明,对将来的研究作了展望。更多还原

【Abstract】 With the rapid development of Information technology, more and more enterprises come to the market of e-commerce, to consolidate or strengthen their competitiveness in the current environment. The e-commerce web site is an important platform of communication between internet companies and online consumers, and it plays an important role in the B2C trading. But the B2C web site usability can become a restricted factor for the online transactions successfully.Based on discussing web site navigation structures’impacts on web site usability in the B2C business environment, in accordance with the semantics and syntax features, the navigation structure will be classified into subject-oriented navigation, usage-oriented navigation and combined navigation. On the basic of the analysis of many literatures, this paper supports that web site navigation structure affects web site usability; task complexity affects web site usability. Therefore, from web site usability performance and web site perception usability, the experiment directed by the user-based observation for metrics of the usability of assessment methods, measures web site usability. Then, tool of SPSS 13.0 is used on data analysis. The result validates that the combined navigation structure’s impact on web site perception usability and web site usability performance is better than subject-oriented navigation structure, but the interaction between navigation structure and task complexity doesn’t affect web site usability. Finally, the conclusion not only provides on the design optimization of navigation for usability, but also indicates that the shortcomings of the study and further studies.更多还原