Please use this identifier to cite or link to this item: http://rportal.lib.ntnu.edu.tw:80/handle/20.500.12235/89039
Title: 大學校園使用者之行動搜尋行為研究
A Study of University Users' Mobile Search Behavior
Authors: 卜小蝶
Pu, Hsiao-Tieh
葉政廷
Yeh, Cheng-Ting
Keywords: 行動搜尋
智慧型手機搜尋
搜尋行為
mobile search
smart phone search
search behavior
Issue Date: 2018
Abstract: 隨著行動網路的普及,使用智慧型手機已成為民眾日常生活中最重要的活動之一。智慧型手機除了提供通訊功能外,更提供許多休閒娛樂與工作上的應用,滿足民眾多元化的資訊需求。特別是近年來行動上網流量已超越傳統桌上型電腦,人們已逐漸習慣使用智慧型手機處理各項作業或從事各類活動,過去在固定空間使用桌上型電腦、透過搜尋引擎獲取所需資訊的方式也有相當大的改變。本研究即希望以大學校園使用者為對象,探討其使用智慧型手機搜尋資訊的行為特性,包括搜尋的動機與需求、搜尋的主題內容、及所使用的搜尋策略等。同時,本研究也嘗試探討影響行動搜尋的因素,特別是社會性因素對行動搜尋行為的影響。此外,也進一步比較行動搜尋與傳統固定環境搜尋模式之異同。 本研究採用問卷、日誌、訪談等多元方法。問卷主要用來收集研究對象之基本人口背景資訊、智慧型手機使用經驗、及日常搜尋行為特性,本研究共收集705份有效問卷,並邀請其中8位參與後續日誌及訪談研究。日誌主要是請參與者每日填寫行動搜尋日誌,藉以收集較真實自然之行動搜尋歷程資料,共收集91筆行動搜尋記錄。訪談主要用來驗証前述所收集資料之分析結果,並深入瞭解研究對象之主觀想法,包括個人在固定環境與行動環境搜尋行為之異同。 主要研究結果包含:行動搜尋的動機以好奇與消遣為主,且多與休閒任務有關,並以查檢事實型資訊為主。就其所搜尋內容,重要的搜尋主題包括娛樂/影音、飲食、旅遊等偏向日常生活之搜尋主題。就其搜尋特性,行動搜尋具有快速簡單的特性,受試者使用智慧型手機進行搜尋時大多僅搜尋事實型資訊,能夠快速獲得以滿足資訊需求;行動搜尋的搜尋策略與技巧與傳統在固定環境使用桌上型電腦相似,主要是利用搜尋引擎之關鍵字搜尋功能;行動搜尋主要發生在固定地點的家中,並非在行動環境如旅遊景點、交通運輸場所等戶外活動空間。就影響搜尋的因素,搜尋前正在從事的任務是影響行動搜尋的最主要情境因素;社會性因素對行動搜尋的影響力不明顯,僅有少部分的行動搜尋是由他人促發,但虛擬社會性因素的影響力值得注意。根據研究結果,本研究對網路平台業者提出改善搜尋之建議,包括行動頁面的建置與轉換;根據搜尋任務設計搜尋引擎,針對不同搜尋任務提供不同資訊,藉此提升搜尋滿意度。而對大學校園使用者的建議,則著重於資訊素養的培養,在進行搜尋時選擇適當工具與判斷資訊來源之可信度等。
With the trends of Mobile Internet, smartphones have changed our daily life. Except serving basic communication function, smartphones have been widely used in work and leisure contexts. Particularly in 2016, mobile and tablet internet usage exceeds desktop for first time worldwide. More and more users use smartphones to search and access information. This study aims to explore college students’ mobile search behavior, including their search motivations, search topics, and search strategies. Meanwhile, the study also attempts to explore the influence of social contexts in mobile search, and further compare the differences among mobile search and traditional desktop-based search behavior. The study employs multiple methods including questionnaires, diaries and interviews. There were 705 questionnaires collected to analyze users’ demographic backgrounds, the usage of smartphone, and their daily search behavior. 8 participants were recruited to attend diary and interview studies. There were 91 diaries collected to analyze the participants’ mobile search process. The in-depth one-on-one interview is to understand the participants’ subjective comments on mobile search and traditional desktop search. The results show the main motivations of mobile search behavior are curiosity and diversion, and the main topics of mobile search behavior are entertainment and video, food and drink, and travel for leisure work tasks. With the characteristics of mobile search behavior, mobile search has a quick and simple characteristic, users usually search fact information, that can access quickly to satisfy users’ information needs. With the search strategy of mobile search, the mobile search strategy is similar to computer search, use the keyboard to type keywords to search information. With the search location of mobile search, most of users search at home, either the outdoor space. For context factors, work tasks is the most important context factor, and the influence of social context is not significant. According to the result, researcher suggests internet service provider to build mobile websites, and according to the work tasks to design the search engine in order to improve the satisfaction of mobile search, and suggests university users' to improve their information literacy to select best way and applications to access information.
URI: http://etds.lib.ntnu.edu.tw/cgi-bin/gs32/gsweb.cgi?o=dstdcdr&s=%22http://etds.lib.ntnu.edu.tw/cgi-bin/gs32/gsweb.cgi?o=dstdcdr&s=id=%22G060415011E%22.&%22.id.&
http://rportal.lib.ntnu.edu.tw:80/handle/20.500.12235/89039
Other Identifiers: G060415011E
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