(第 20 期)   第十卷第二期   2016 年 6 月 30 日出刊

社會導覽工具評估之研究:以亞馬遜網路書店為例

本文關鍵字:社會性導覽推薦系統系統評估Social navigationSystem evaluationRecommender systemUser experience

本文摘要

本研究嘗試為線上尋書導覽工具設計一套結合主觀認知及客 觀效能的評估方法,並且以實驗法比較一般主題導覽管道和社會 性導覽管道。所使用的評估面向分為使用者對尋書經驗的主觀感 受,以及對搜尋結果的評價。其中搜尋結果的評估採取了「選擇 集合」模型,其優點在於能夠同時考慮尋書結果的精確性和新穎 性。此外也考慮了使用者對不同尋書管道的主觀感受,包括不可 替代性、滿意度、是否能幫助尋找到更多有趣的衍生作品以及擴 展閱讀視野等。本研究之發現:當受試者以社會性導覽工具進行 尋書任務時比較能夠帶給受試者有趣的瀏覽經驗,能夠幫助受試 者認識更多新穎且有趣的書籍,並且幫助他們更容易判斷書籍的 品質。
The study applied a set of novel criteria to compare search effectiveness and user experiences between subject-based and social navigational tools in an online bookstore setting. Two mock interfaced were created using data retrieved from Amazon.com. The baseline interface afforded subject and author search whereas the experimental interface provided collaborative filtering generated recommendations. A 2 x 2 Latin-square design was adopted where the interfaces and the genres served as the within-subject factors. A total of 30 participants took part in the study where they were asked to perform two searches, one fiction, the other, non-fiction, from a “seed” book of their choosing. Both subjective and objective criteria were used to evaluate performance. The objective criteria were based on “choice set” model in marketing where the performance was measured by the ratios between itemed chosen by and made aware to the users. The social navigational tool was shown to be more effective in terms of brings more interesting titles to users’ attention. The participants also reported to gain more knowledge about the related literature and achieve higher user satisfaction when using the social navigation tool. No interaction effect was found between the interface and genre factors except the consideration and awareness ratio. The methodological implications for future evaluation were discussed.
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