第四章研究結果與發現 -...

58

2005

2005

39 14

4-1-1

4-1-1

21 http://www.wenjia.org/ http://www.mr-clean.org/ http://www.ty136.com.tw/ http://www.2005kh.com/ http://www.pingkun.org/ http://tai3.yosinet.net/d_links.asp http://www.chgo.org.tw/ http://huang-lunn.org/ http://www.a-fen.com.tw/

http://www.cyhg.gov.tw/ http://www.a-de.com.tw/ http://www.ch-yang.idv.tw/index.aspx http://www.pt-hom.org/ http://www.pogi.com.tw/ http://www.cqy.idv.tw/ http://www.chenkuangfu.idv.tw/ http://www.alex.org.tw/ http://www.longtimes.org.tw/

59

http://www.chiayi.gov.tw/2004newweb/index.htm

http://www.drchienlin.idv.tw/ http://www.tthsu.org/

16 http://www.weigo.org/ http://www.uptop226.idv.tw/ http://www.llchu.org.tw/ http://www.hsin-chu.org/ http://www.cshuang.idv.tw/ http://www.poyuan.idv.tw/html/index.php http://acd.so-buy.com/front/bin/home.phtml http://www.supershupo.idv.tw/ http://www.cooljun.idv.tw/ http://drkuo.myweb.hinet.net/

http://www.wretch.cc/user/linyishin94

http://www.a-hsiung.com/ http://junqjzer.nettime.com.tw/ http://www.wisdom.org.tw/ http://chiayisunny.myweb.hinet.net/ http://www.winner.twmail.cc/

2 http://up.manygo.com/ http://www.haogo.idv.tw/

3

http://shengying.egolife.com/ http://yingchieh.myweb.hinet.net/ http://www.tnhui.com.tw/

6 http://www.fireworm.idv.tw/ http://www.aprilyao.org http://www.inkololo.idv.tw/ http://www.cjte.org/ http://hipage.hinet.net/shanjen/ http://bauchin.ehosting.com.tw/

6 http://www.chochoa.com/ http://chun-i.org/ http://www.shesinging.com/html/ http://home.kimo.com.tw/dd20051202/

60

http://tzu-ching.ehosting.com.tw/ http://www.taconet.com.tw/gentle536/

2005

vs.

4-1-2

84% 15%

71.4% 28%81.1%

48.7%

35.7%

41.5%

56.4%57.1%

4-1-22005

N % N %

33

84.6

10

71.4

43(81.1)

6 15.4 4 28.6 10(18.9

19

48.7

3

21.4

22(41.5)

14 35.9 5 35.7 19(35.8) 2 5.1 1 7.1 3(5.7)

4 10.3 5 35.7 9(17.0)

1

2.6

2

14.3

3(5.7)

/ 16 41.0 8 57.1 24(45.3)

22 56.4 4 28.6 26(49.1)

14

38.5

7

50

22(41.5)

24 61.5 7 50 31(58.5 39 73.6 14 26.4 53(100)

61

Chi-square

40 Crosstabs

4-1-5 4-1-6

1

69.2%7.1%2(1N=53)= 12.552p=.000

4-1-5

50

MSN

4-1-3

N % N % N % 0 12 30.8 13 92.9 25 47.2 1 16 41.0 1 7.1 17 32.1 2 5 12.8 5 9.4 3 1 2.6 1 1.9 4 3 7.7 3 5.7

62

5 2 5.1 2 3.8 4.03 2.64 3.66 39 73.6 14 26.4 53 100.0

4-1-3 1

41.0% 30.8%

MSN

CF

4-1-1

CF

4-1-2

4-1-1

Long Times, Long See

63

4-1-2

e

2005 11

8

4-1-3

e

1 2

3 4

64

MSN

MSN

92.9%

1

199920012001

Gibson Ward2000

36

100%

53

36 Wikipediahttp://en.wikipedia.org/wiki/Multimedia

65

JPEGgif

gifflash

mp3

WMPmpeg

5

43.6% 4-1-4

50.0%

linear37

4-1-4

N % N % N %

2 5 12.8 7 50.0 12 22.6 3 6 15.4 5 35.7 11 20.8 4 11 28.2 2 14.3 13 24.5 5 17 43.6 0 .0 17 32.1 1.31 7.14E-02 0.98 39 100.0 14 100.0 53 100.0

2sitemap

37 Hierarchical layoutHybridnon-linear

accessRosenfeld & Morville, 1998)

66

Cullen &

Houghton2000

3 5.7%

94.3%

3search engine

10 18.9% 9

Scupio

Yahoo!Google

GAISexternalinternal

4

10 25.6% 2

14.3%

2

67

74.4%

2 5.1%

PSPAV

79.2%

3839

smart

e-mail

5

1 3

5.7%

38 100

100 10 39 17287 8 1000

10

68

SMS

off-line

13 33.3%

14.3%

LOGA

T-shirt

POLO 2005

4 2

3

12(1N=53)= 7.015p= .008 4-1-5

69.2%

28.6% 4-1-6

22(1N=53)= 1p= .001

48.7%.0

32(1N=53)= 20.571p=.000

82.1%

21.4%

69

news release

10

1

42(1N=53)= 8.045p=.005 4-1-5

71.8%

28.6% 4-1-6

4

20%

broadcast

narrowcast

70

46.2%38.5%

35.7%

43.6%

4-1-5

9

(23.1) 1

(7.1) 10

(18.9) 10

(25.6) 2

(14.3) 12

(22.6) 39

(100) 14

(100.0) 53

(100) 27

(69.2) 1

(7.1) 28

(52.8)

3 (7.7)

0 (.0)

3 (5.7)

29 (74.4)

8 (42.9)

37 (69.8)

2 (5.1)

1 (7.1)

2 (3.8)

33 (84.6)

9 (64.3)

42 (79.2)

1 (2.6)

0 (.0)

1 (1.9)

10 (25.6)

1 (7.1)

11 (20.8)

36 (92.3)

12 (85.7)

48 (90.6)

27 (69.2)

4 (28.6)

31 (58.5)

19 (48.7)

0 (.0)

19 (35.8)

37 (94.9)

13 (92.9)

20 (94.3)

37 (94.9)

12 (85.7)

50 (94.3)

9 (23.1)

1 (7.1)

3 (5.7)

71

33 (84.6)

6 (42.9)

39 (73.6)

14 (35.9)

3 (21.4)

17 (32.1)

3 (7.7)

0 (.0)

3 (5.7)

16 (41.0)

5 (35.7)

21 (39.6)

8 (20.5)

0 (.0)

8 (15.1)

32 (82.1)

3 (21.4)

35 (66.0)

28 (71.8)

4 (28.6)

32 (60.4)

34 (87.2)

14 (100)

48 (90.6)

13 (33.3)

6 (42.9)

19 (35.8)

2 (5.1)

0 (.0%)

2 (3.8)

18 (46.2)

5 (35.7)

23 (43.4)

15 (38.5)

0 (.0)

12 (28.3)

14 (35.9)

0 (.0)

14 (26.4)

MV 3 (7.7)

0 (.0)

3 (5.7)

7 (17.9)

0 (.0)

7 (13.2)

9 (23.1)

0 (.0)

9 (17.0)

17 (43.6)

1 (7.1)

18 (34.0)

14 (35.9)

2 (14.3)

16 (30.2)

17 (43.6)

5 (35.7)

22 (41.5)

5 (12.8)

1 (7.1)

6 (11.3)

3 (7.7)

0 (.0)

3 (5.7)

3 (7.7)

0 (.0)

3 (5.7)

4 (10.3)

0 (.0)

4 (7.5)

13 (33.3)

2 (14.3)

15 (28.3)

72

1 (2.6)

0 (.0)

1 (1.9)

N%

4-1-6 2 p 5

1.709 .191 1 25% .758 .384 1 25% 2.839 .092 2 50% 12.552 .000*** 0

1.142 .285 2 50% 1.449 .229 1 25% .746 .388 2 50% 2.589 .108 1 25% .366 .545 2 50%

2.143 .143 1 25% .524 .469 2 50% 7.015 .008** 0 1 .001** 0 .078 .780 2 50%

1.238 .266 2 50%

1.709 .191 1 25%

7.799 .005 1 25% .990 .320 1 25% 1.142 .285 2 50% .121 .727 0 3.382 .066 1 25% 16.881 .000*** 0 8.045 .005** 0 1.982 .159 2 50% .406 .524 0

.746 .388 2 50% .457 .499 0 7.510 .006 1 25% 6.830 .009 1 25% MV 1.142 .285 2 50%

2.895 .089 1 25% 3.892 .049 1 25% 6.102 .014 1 25% 2.283 .131 1 25%

.263 .608 0 .331 .565 2 50%

73

1.142 .285 2 50% 1.142 .285 2 50% 1.553 .213 2 50% 1.842 .175 1 25%

.366 .545 2 50% 1*p< .05**p< .01***p< .001 220%

Chi-square

40 Crosstabs

Correlation

4-1-7

74

4-1-7

r=1.000 p= .

r= .493 p= .000**

r= .623 p= .000**

r= .638 p= .000**

r= .485 p= .000**

r= .451 p= .001**

r= .555 p= .000**

r= .493 p= .000**

r=1.000 p= .

r= .374 p= .006**

r= .402 p= .003**

r= .384 p= .005**

r= .403 p= .003**

r= .551 p= .000**

r= .623 p= .000**

r= .370 p= .870**

r=1.000 p= .

r= .510 p= .000**

r= .373 p= .006**

r= .560 p= .000**

r= .352 p= .010**

r= .638 p= .000**

r= .402 p= .003

r= .505 p= .000**

r=1.000 p= .

r= .332 p= .015

r= .417 p= .002**

r= .595 p= .000**

r= .485 p= .001**

r= .384 p= .005**

r= .380 p= .005**

r= .332 p= .015*

r=1.000 p= .

r= .043 p= .761

r= .161 p= .250

r= .451 p= .001**

r= .403 p= .000**

r= .560 p= .000**

r= .417 p= .002**

r= .043 p= .761

r=1.000 p= .

r= .519 p= .000**

r= .555 p= .000**

r= .551 p= .000**

r= .360 p= .008**

r= .595 p= .000**

r= .161 p= .250

r= .519 p= .000**

r=1.000 p= .

*p< .05**p< .01

TIndependent-Samples T Test

One-way ANOVA

4-1-8

75

1F=9.432 p= .003 .05

5.85

2.86

2F=12.310p= .001 .05

1.41

.36

3F=11.703p= .001 .05

5.85

4-1-8 T

N F p 39 5.85 2.39

14 2.86 .95 9.432 .003**

39 1.87 .95

14 1.43 .85 .007 .935

39 8.95 2.14 14 5.79 1.89

.603 .441

39 1.41 1.27 14 .36 .50

12.310 .001**

39 1.46 1.17 14 .57 .94

3.726 .059

39 .18 .51 14 7.14E-02 .27

2.585 .114

39 .54 .76 14 .14 .36

11.703 .001**

**p< .01

76

1

4-1-8

4-1-9 T

N F p 43 5.12 2.48

10 4.80 2.62 .031 .721

43 1.74 1.00 10 1.80 .63

2.922 .867

43 8.23 2.59 10 7.60 2.07

1.040 .313

43 1.19 1.20 10 .90 1.29

.285 .506

43 1.33 1.13 10 .80 1.32

.444 .204

43 .14 .47 10 .20 .42

.265 .709

43 .42 .70 10 .50 .71

.068 .742

77

2

4-1-9

4-1-10 N F p

22 5.95 2.54 19 4.68 2.33 3 6.67 2.52

9 3.31 1.27

3.929 .014 *

22 1.91 .87 19 1.63 1.01 3

9 1.22 .67

3.464 .023 *

22 8.82 2.22 19 8.11 2.54 3 8.67 2.08

9 6.11 2.52

2.809 .049 *

22 1.41 1.22 19 1.32 1.20 3 1.00 1.73

9 .11 .33

2.987 .040 *

22 1.14 1.08 19 1.37 1.16 3

9 .56 1.01

4.009 .012 *

22 .18 .50 19 .16 .50 3

9 .11 .33

.160 .923

22 .55 .80 19 .32 .58 3 1.00 1.00

9 .22 .44

1.345 .271

1* p< .05 2=

1F= 3.929 p= .014 .054-1-9

78

Scheffe4-1-105.95

3.31p= .029 .05

4-1-11Scheffe

: Scheffe

1.27 .72 .384 -.81 3.35-.71 1.41 .968 -4.81 3.382.84* .91 .029 .21 5.48

-1.27 .72 .384 -3.35 .81-1.98 1.43 .591 -6.11 2.151.57 .93 .422 -1.12 4.26

.71 1.41 .968 -3.38 4.811.98 1.43 .591 -2.15 6.113.56 1.53 .160 -.88 7.99

-2.84* .91 .029 -5.48 -.21-1.57 .93 .422 -4.26 1.12-3.56 1.53 .160 -7.99 .88

(J)

(I)

(I-J)

95%

.05 *.

79

2F= 3.464 p= .023 .054-1-9

Scheffep= .036 .05

4-1-11

4-1-12Scheffe

: Scheffe

.28 .28 .797 -.52 1.07-1.09 .54 .267 -2.66 .47

.69 .35 .284 -.32 1.69-.28 .28 .797 -1.07 .52

-1.37 .55 .113 -2.95 .21.41 .36 .724 -.62 1.44

1.09 .54 .267 -.47 2.661.37 .55 .113 -.21 2.951.78* .59 .036 8.27E-02 3.47-.69 .35 .284 -1.69 .32-.41 .36 .724 -1.44 .62

-1.78* .59 .036 -3.47 -8.27E-02

(J)

(I)

(I-J)

95%

.05 *.

80

3F= 2.809 p= .049 .054-1-9

Tukey8.826.11

p= .029 .054-1-12

4-1-13Sheffe Tukey

:

.66 .74 .810 -1.31 2.63

.15 1.46 1.000 -3.73 4.032.71* .94 .029 .21 5.20-.66 .74 .810 -2.63 1.31-.51 1.47 .986 -4.43 3.412.05 .96 .157 -.50 4.60-.15 1.46 1.000 -4.03 3.73.51 1.47 .986 -3.41 4.43

2.56 1.58 .379 -1.65 6.76-2.71* .94 .029 -5.20 -.21-2.05 .96 .157 -4.60 .50-2.56 1.58 .379 -6.76 1.65

.66 .74 .851 -1.49 2.81

.15 1.46 1.000 -4.07 4.382.71 .94 .051 -8.53E-03 5.42-.66 .74 .851 -2.81 1.49-.51 1.47 .989 -4.77 3.752.05 .96 .222 -.73 4.82-.15 1.46 1.000 -4.38 4.07.51 1.47 .989 -3.75 4.77

2.56 1.58 .462 -2.02 7.13-2.71 .94 .051 -5.42 8.53E-03-2.05 .96 .222 -4.82 .73-2.56 1.58 .462 -7.13 2.02

(J)

(I)

Tukey HSD

Scheffe

(I-J)

95%

.05 *.

81

4F= 2.987 p= .040 .054-1-9

Tukey1.41 .11

p= .030 .054-1-13

4-1-14Sheffe Tukey

:

9.33E-02 .36 .994 -.86 1.05.41 .71 .938 -1.47 2.28

1.30* .45 .030 9.24E-02 2.50-9.33E-02 .36 .994 -1.05 .86

.32 .71 .971 -1.58 2.211.20 .46 .058 -2.82E-02 2.44-.41 .71 .938 -2.28 1.47-.32 .71 .971 -2.21 1.58.89 .76 .652 -1.14 2.92

-1.30* .45 .030 -2.50 -9.24E-02-1.20 .46 .058 -2.44 2.82E-02

-.89 .76 .652 -2.92 1.149.33E-02 .36 .995 -.95 1.13

.41 .71 .953 -1.63 2.451.30 .45 .054 -1.44E-02 2.61

-9.33E-02 .36 .995 -1.13 .95.32 .71 .978 -1.74 2.38

1.20 .46 .094 -.14 2.55-.41 .71 .953 -2.45 1.63-.32 .71 .978 -2.38 1.74.89 .76 .717 -1.32 3.10

-1.30 .45 .054 -2.61 1.44E-02-1.20 .46 .094 -2.55 .14

-.89 .76 .717 -3.10 1.32

(J)

(I)

Tukey HSD

Scheffe

(I-J)

95%

.05 *.

82

5F= 4.009 p= .012 .054-1-9

4-1-14

a. Scheffe

p= .015

b. Tukeyp= .007

p= .035

4-1-15Sheffe Tukey

:

-.23 .34 .902 -1.13 .67-1.86* .67 .035 -3.63 -9.47E-02

.58 .43 .531 -.56 1.72

.23 .34 .902 -.67 1.13-1.63 .67 .085 -3.42 .15

.81 .44 .259 -.35 1.981.86* .67 .035 9.47E-02 3.631.63 .67 .085 -.15 3.422.44* .72 .007 .53 4.36-.58 .43 .531 -1.72 .56-.81 .44 .259 -1.98 .35

-2.44* .72 .007 -4.36 -.53-.23 .34 .925 -1.21 .75

-1.86 .67 .061 -3.79 6.21E-02.58 .43 .609 -.66 1.82.23 .34 .925 -.75 1.21

-1.63 .67 .131 -3.58 .31.81 .44 .338 -.45 2.08

1.86 .67 .061 -6.21E-02 3.791.63 .67 .131 -.31 3.582.44* .72 .015 .36 4.53-.58 .43 .609 -1.82 .66-.81 .44 .338 -2.08 .45

-2.44* .72 .015 -4.53 -.36

(J)

(I)

Tukey HSD

Scheffe

(I-J)

95%

.05 *.

83

3

4-1-15

4-1-16

N F p 3 4.00 2.65 / 24 4.50 2.32

26 5.69 2.54

1.777 .180

3 2.00 1.00 / 24 1.83 .92

26 1.65 .98

.328 .722

3 7.00 2.65 / 24 7.71 2.58

26 8.58 2.38

1.149 .325

3 1.00 1.00 / 24 1.04 1.12

26 1.23 1.34

.166 .848

3 1.33 1.15 / 24 1.08 1.18

26 1.35 1.20

.319 .728

3 / 24 8.33E-02 .41

26 .23 .51

.822 .445

3 / 24 .46 .72

26 .46 .71

.613 .546

=

84

2005

2004a 2001

2005

40

40

85

2005 12 24

2006 3 3

4-2-1

2005 12 24 3

2006 3 3

1 30

1/7

2008

Hill & Hughes, 1998

Morris, 1999/2000; Davis, 1999Rachel & Stephen, 2000

Margolis Resnick2000

Bimber Davis2003Benoit 2003Kamarck1999

86

Conway Dorner2004

effectiveness

2004

2004

iparty

2006

2000

87

2006

http://www.dpp.org.tw/

hierarchical2005

41 19

www.kmt.orgwin www.kmtwin.org

flash

Wayback Machine42

4-2-2

2001 1 16 2003 6

http://www.wenjia.org

2005 4

41 http://www.dpp.org.tw/news/pub/LIT_2.asp 42 http://www.archive.org/web/web.php

88

2005 6

2005 8 2 http://www.weigo.org 2005 10 15

4-2-2

10 15

2006

2001

2003

2004

2005

wenjia.org

2006

89

domain

1

Ireland Nash2001.com .org

.com .org

.com

.com .org

.org

2

2006 4

2001

90

2006

Taipei

Taipei-We

Go

2005 10 5

2005

()

2005 4 2

2005

2005 4

91

slogan

2006

2005

E2

2005

2005

92

2006

2004

2004 2004

2006

93

2006

2000

2005

94

2005

2005

Margolis 1997 1996

2005

part-time

post

95

2005

MSN

meeting

meeting2006

1

2

3

96

20~39

2005

2005

30

2006

97

Google Adword

Google Adword

Google YahooGooglePChomeMSN

2005

10 15

2005

2005

LOGO

43

43

98

2005

James Carville

2005

2006

Google

Google ADword

Google

2006

99

2006

1

LOGA

2

Google

3

visitors

Technorati

12 14 39

14

39 12

14

100

4-2-3

1

1

Whillock1998

Alexa

2.8 28%slow 4.9

11%very slow

sizecomplexity

text-based

Whillock, 1998

text-based

graphical user interface

Powell,

2000/2001

101

1/3 1/2

flash

next

flash

2005

2

retention

102

MSN 4-2-1 4-2-2

16

4-2-1

4-2-2

PSPPlay Show PostMSN

4-2-3 4-2-4

103

Q

4-2-3

4-2-4MSN

3

a.

b.

c.

d.

104

Conger & Mason1998

effectivenesseffectivenessnavigational efficiency

Conger & Mason1998

effectivenesseffectiveness

navigational efficiency

2

sender

1

PSP

2003a

user-to-user interaction

105

2003b

2001 Kamarck1999

27%Stromer-Galley2000

a.

106

b.

2006

2006

2005

2005

2005

c.

a

107

Q MSN

b

2006

2004

2004

44

44

108

2005

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2005

2005

109

2005

c

hi~

d.

a

user user-friendly

user

110

user

2006

user

2006

b

2005

2005

e.

111

Stromer-Galley, 2000

2005

2

PSP

a.

b.

c.

3

2004 iparty

AV

2004

112

2006

AV

PSP

2005

!

! update

2006

a.

b.

4e-mail

113

text-based

on-line

off-line

2004

270

2005

Ireland Nash 48

2003a

45

e-mail

e-mail

2005

e-mail

2005

45

114

2004

2005 email

2006

3

Owen, Davis Strickler1999

Yiannakis, 1982Kamarck1999

2001

1

2005

115

20

45

2005

Bowers-Brown

2001retention efficiency

update

2006

2005

2

DNA

116

2005

pdf

flash

3

Weaver & Drew,

1995; McKinnon, Tedesco & Kaid, 1993

Auer1962

1confrontation

2in equal and adequate time

3of matched contestants

4on a stated proposition

5to gain an audience decision

1995

2005

2005

2005 11 3

117

slogan 27

16

1

2

3

Whillock, 1998

4

CF

CF

CF

2005

CFMV

108

118

5 CF 2 MV

2

CF PSP

11 CF 4 MV

5

external

Owen et al., 1999, 2004aOwen 1999

C-SPANCNN

visibility

awareness

34

119

external links

6

1

eCard

e-mail e-card

120

2004

email

2004

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第四章研究結果與發現 -...

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第四章研究結果與發現 -...

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