網站設計因素之多模情緒關係模式研究

Apply multimode affective analysis to website design

近幾年來，情緒因素的考量被視為重要的設計因素之一，情緒在使用者與資訊科技之間，扮演一個重要的角色，若能以結合使用者主觀性評價，及客觀量測方式的比較，將有助於了解情緒反應與設計因素之間的關係研究。本研究以實證方式，量測臉部、腦波及心理情緒的反應，探討網站設計因素對使用者身體、生理及心理反應的多模情緒的影響。首先透過文獻歸納及專家焦點小組討論商業網站的重要設計因素，接著進行情緒實驗，量測受測者腦波及臉部的情緒資料，並施以SAM心理評估問卷，以多變量分析及數量化I類及相關等統計方法，分析網站設計因素在腦波、臉部及心理情緒的影響程度，比較相互之間的差異，並綜合分析結果，建立商業網站多模情緒的運算模式，提供網站設計推薦系統及研究參考。

Many online systems lack the ability of understanding and responding to the user’s emotions. People often get frustrated with the machines for their inability to deal with emotions (Vicente and Pain, 2002; Shneiderman and Plaisant, 2005). With the development of affective computing technology, the researchers in interdisciplinary research could practically develop the emotive interface according to the methodology and the theoretical model, conceptual model and operation-computing model. The aims of the study is applying multi-emotion analysis (EEG, face emotion and kansei appraisal) to explore the emotional relationship with website design factors. The first step is to explore website design factors by group discussion and investigation. Second, to execute an experiment to collect the participants’ emotion data including brainwave data, facial expression, and psychological emotion responds to websites. Then, one-way ANOVA and Quantification Theory Type I are applied to statistically analyze these emotion data. The results yield that the interface with situated color arouses significant effects on users’ psychological emotion and facial expression. However, the neutral color results meditation effects on users’ brainwave responds. The predictable results yield the methodology of multi-emotion appraisal for website design factors for interface researchers and designers.