使用者線上博物館網站搜尋行為分析：混合式研究方法

Abstract

本研究以國立故宮博物院線上網站為研究個案，邀請對文物或博物館持有興趣訪客參與模擬工作任務進行受試。研究目的旨在探究興趣訪客於故宮網站上的學習成效、資訊尋求行為、任務表現之關聯與影響因素。研究使用眼動儀器，觀察受試者於封閉式與開放式模擬工作任務執行期間的凝視軌跡、凝視時間、凝視次數，並搭配側錄其網站搜尋行為；此方法優勢在於，可補充如受試者關注與不關注之畫面位置、物件等滑鼠點擊所無法觀察的項目，並更準確地紀錄受試者操作螢幕中何種功能與其使用時間。研究將結合前測問卷、後測訪談結果，輔助並補充模擬工作任務的發現。簡要說明研究結果如下：(1)學習成效與專家評分呈正相關，顯示學習影響任務表現、(2)使用故宮站內資源並搭配站外資源補充任務表現較佳，可從眼動頻率與點擊完整觀察使用者行為、(3) 資料庫系統內的文物敘述與資料全面性、關鍵字搜尋功能、全站搜尋結果排序皆有改善的空間。研究採用前測問卷、模擬工作任務、後測訪談的多重檢核法可深入了解故宮網站對於興趣訪客獲取資訊的支援成效，並從中提取網站須修正與改善的部分，最後基於研究結果提供網站相關建議。

The study used the National Palace Museum website as the research case, and invites visitors who were interested in cultural relics or museums to participate in simulated work tasks. The purpose of this research is to explore the correlation and influencing factors of interested visitor’s learning effect, information seeking behavior, and task performance on the National Palace Museum website. The study uses eye tracker system to observe subjects gaze trajectories, gaze duration, and gaze fixation count during the performance of closed and open simulated work tasks, and combined with recording their website search behaviors to analyze search situations. The advantage of this method can supplement items that cannot be observed by mouse clicks, such as screen positions and objects that the subjects paying attention and did not paying attention, and more accurately record which functions the subjects operated on the screen and when they are used. The study will combine the results of the pilot questionnaire and the post-test interviews, to assist and supplement the discovery of the simulated work tasks. The results of the study show that (1) Learning effectiveness is positively correlated with expert ratings, indicating that learning affects task performance; (2) Those who use the Palace Museum’s on-site resources and supplemented with off-site resources have better task performance, which can fully observe the user behavior from the eye movement frequency and clicks; (3) There is room for improvement in the description of cultural relics and the comprehensiveness of data in the database system, the keyword search function, and the poor ranking of site-wide search results. The research adopts the triangulation method of pilot questionnaire, simulated work tasks, and post-test interviews to gain an in-depth understanding of the support effectiveness of the Palace Museum website for interested visitors to obtain information, extract the parts of the website that need to be revised and improved, and finally provide website related suggest based on the research results.