網站互動性設計與使用者互動性感知的差異: 兩種不同取向的ACG入口網站比較

The Differences between Web Interactivity Design and User Perceived Interactivity: The Comparison of Two ACG Portal Sites

網路的人與電腦互動水平不斷提升，但透過電腦中介的傳播─網路的人際互動仍不可忽視。動畫、漫畫與遊戲結合的入口網站數量快速成長，但這個族群的資訊搜尋偏好有其特殊性，現有網站的互動性未必能滿足他們的需求。本研究經由文獻探討發現檢測互動性良窳較好的方法是藉由使用者的互動性感知來衡量。因此，提出網站互動性感知研究模式，探討互動性感知對網站實用性、享樂性，以及滿意度三個潛在變項的影響。並定義互動性感知的三個觀察變項，使用者控制、回應性、黏網性，於問卷調查搜集有效問卷445份後，第一階段經由驗證性因素分析確認所有研究變項在人與電腦互動和人際互動兩個不同取向的網站均具有良好模型配適度、信度與效度。第二階段採用結構方程模型檢測各變項間的關係及假說是否成立。研究揭示以下結果：第一：人與電腦互動取向網站的互動性感知對享樂性的正面影響略高於實用性；人際互動取向網站中互動性感知的影響反之。第二：實用性對滿意度的正面影響在人與電腦互動取向的網站，未獲支持；實用性、享樂性與互動性感知對滿意度的正面影響，在人際互動取向網站均獲支持。第三：互動性感知對享樂性與滿意度的影響，在兩個不同互動類型網站的差異明顯，但對實用性的影響則否。可見人與電腦互動取向的網站較人際互動取向的網站，更具享樂性。而人際互動取向網站的實用性不容忽視。

With the rapid development in computer mediated communication, human and computer interactions have been improved when users surf on the internet. But human and human interactions in CMC are still neglected. Although current ACG portal sites have their unique interactivity design, they may not fit ACG users interactivity preferences. To evaluate user's hedonics, utilization and satisfaction on ACG portal sites, this study defines three analysis components- user control, responsiveness, connectedness, to explore user perceived interactivity. An online survey was conducted based on a sample of 445 students recruited from the digital multimedia department in three universities. SEM techniques are applied to gather data for comparisons of participants' experience in using two different design features, human-computer and human-human interaction, in ACG portal sites. The results of this research indicate three outcomes. First, the user perceived interactivity in human-computer design sites is ranked higher than the hedonic value, whereas it is ranked in the opposite way on human-human design sites. Second, it is not clear whether the utilization value influences user perceived interactivity on human-computer design sites; however, the values of hedonics, utilization and satisfaction are all impacted by user perceived interactivity on human-human design sites. Finally, the hedonic value has impacts on user perceived interactivity on sites with different design features, whereas the utilization value does not.