彈出式視窗對網路使用者注意力影響之研究

An Investigation on Factors Affecting Internet Users' Attention Using Pop_up Window

10.6188/JEB.2006.8(3).04

曹文瑜(Wen-Yu Tsao)；楊惠貞(Hui-Jen Yang)；曹文瓏(Wen-Lung Tsao)

注意力 ； 使用者涉入 ； 網路使用行為 ； 網路成癮 ； 流行焦慮 ； attention ； user involvement ； internet using behavior ； internet addiction ； fashion anxiety

電子商務學報

8卷3期（2006 / 09 / 01）

373 - 392

繁體中文

網際網路的普及已改變人們的生活方式，人們只要上網就能找到所要的資訊和與人溝通。彈出式視窗軟體聊天室是藉由網際網路上多媒體的方式來溝通，是每天生活中的溝通方式之一。彈出式視窗有即時傳訊(Instant Message)、廣告(ad)、病毒(virus)等等，對於工作者不論是上班族或學生而言，大多數在工作時，常被彈出式即時傳訊吸引，而分散其工作的注意力，此彈出式視窗程式是許多網路使用者的最愛也是最恨。本研究以Kahneman(1973)的注意力容量理論為基礎，在探討即時傳訊彈出式視窗對網路使用者注意力的影響因素。研究資料顯示：網路使用行為對網路成癮呈顯著正向影響；網路成癮和使用者涉入的程度對流行的焦慮程度呈顯著正向影響；網路使用行為、流行焦慮、和使用者涉入分別對注意力呈顯著正向影響；而網路成癮對注意力則呈顯著負向影響。研究結果除了可瞭解資訊科技對注意力的影響因素，並可提供後續有關研究對注意力影響因素的參考。

Nowadays internet has changed the way of people live, with regard to using computer frequently can not help without Internet, people surf the Net to obtain the information, including knowledge, file and communicating with people. The pop up software includes contain Instant Messaging (IM), advertisement (ad), and virus (virus). The irritating pop_up software is disgusted by many network users. Previous researches about attention are focused on games almostly. The study develops a research model based on the attention allocation model of capacity theory” addressed by Kahneman (1973). He thought people did two things at the same time. The entity will move attention from work to the main topic to probe the influence factors of attention for the pop_up. The results of study show: the internet usage toward the network addiction is positive significiantly. The network addiction and involvement have a positive significiantly affect on fashion anxiety respectively. Finally, the internet usage, fashion anxiety and user Involvement toward the attention are positive significiant; but the addiction has a negative effect on attention. An implication of this studey will yield not only understanding the factors about the attention in information technology but also supporting the reference about attention field in the future.

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