不同著陸頁面類型之內容差異與瀏覽行為差異之研究—以2018臺灣燈會官方網站為例

Abstract

網路已為遊客蒐集資訊的主要管道。旅遊目的地網站的著陸頁面更是佔有舉足輕重的位置。本研究之研究目的為以2018臺灣燈會官網為例，研究旅遊目的地網站著陸頁面類型為何、不同類型著陸頁面的網頁內容差異與瀏覽行為差異情形。研究方法首先以文獻探討著陸頁面分類，以及歸納旅遊目的地網站著陸頁面應具備內容，接著透過內容分析法將熱門以及冷門著陸頁面進行分類，並探討不同類型著陸頁面內容差異，最後以文件分析法，分析2018臺灣燈會官方網站2017.11.01~2018.03.11 的網站日誌資料，瞭解不同類型的著陸頁面，其瀏覽行為的差異情形。研究結果顯示：一、2018臺灣燈會官方網站的著陸頁面類型分為熱門導覽著陸頁面、熱門內容著陸頁面、冷門導覽著陸頁面以及冷門內容著陸頁面。二、在著陸頁面內容方面，設計構面與互動構面，熱門與冷門著陸頁面大致一樣，資訊構面，熱門著陸頁面則具備食宿推薦、購物娛樂、交通資訊等項目，冷門著陸頁面則無。三、冷門內容著陸頁面的瀏覽行為數據最為優秀。熱門著陸頁面在網站停留時間顯著低於冷門著陸頁面，熱門內容著陸頁面在網站停留時間顯著低於冷門內容著陸頁面。

The purpose of this study was to take the official website of Taiwan Lantern Festival in 2018 as an example to study the types of landing pages, the content differences and browsing behavior differences of different landing pages. The research explored the classification of landing pages based on literature and concluded the content of landing pages of tourist destination websites, and then, we classified difference from popular landing pages and unpopular landing pages through content analysis method. Finally, it applied documentary analysis method to analyze the log data of the website from 2017.11.01 to 2018.03.11 to understand the different types of landing pages and their different browsing behavior. The results showed that: 1. The landing pages could be divided into popular guide landing pages, popular content landing pages, unpopular guide landing pages and unpopular content landing pages. 2. In terms of landing page content, popular landing pages and unpopular landing pages are roughly the same in the design and interaction facets；in the information facets, popular landing pages were equipped with items of accommodation recommendation, shopping and entertainment, traffic information, but unpopular landing pages are not. 3. The browsing behavior data of unpopular content landing pages were the best. Popular landing pages spent significantly less time on websites than unpopular landing pages.