行動載具與桌上型電腦使用者之網站流量比較分析—以博物館Google Analytics數據為例

Abstract

隨著行動上網逐漸普及，越來越多使用者透過手機、平板電腦等行動載具造訪網站。相較於桌上型電腦，行動載具的可攜性及使用者時機與習慣，均讓網站使用者的行為模式有所改變，因此網站設計亦應思考相關的因應策略，藉以提供更佳的使用者體驗。本研究運用Google Analytics對個案公司官方網站進行網站流量分析，並將使用者分為桌上型電腦網站使用者和行動載具網站使用者兩族群，藉以探討該網站的使用者特性、來源及行為，並依分析結果對該網站提出改善建議。

With the gradually popularity of mobile Internet devices (MIDs), there are more and more website visitors using mobile phones, tablets, and other MIDs. Besides the portability of MIDs, when and how to visit websites with MIDs also impact the website use behaviors. Therefore, the relevant website designs and countermeasures should be considered to support better user experience. This case study aims to research the traffic analysis of the official website of the target company through the Google Analytics, a popular and powerful website analysis tool. Moreover, the study divides the website visitors into two groups: the users using MIDs and the users using desktop. It explores the properties, sources and behaviors of the two groups and then collects and analyzes the data. Finally, it provides the relevant recommends for improvements.