Investigating Online Museum Exhibits and Personal Cognitive Style: The Case Study of the National Taiwan Normal University Archives
Date Issued
2015
Date
2015
Author(s)
Huang, Yu-Ting
Abstract
The reciprocal effect study of cognitive psycology and eye movement arose from the mid-1970s, and Richard Saul Wurman at the American Institute of Architecure conference of 1976 coined the term information architecture. Bulid on above theorys, the aim of this research was focus on the reciprocal effect of museum website display and user’s cognitive style, and how to affect user’s eye movement, and task accomplishment ratio. To address this objective, a multimethod research design was employed that involved questionnaire survey and eye tracking, and the research tools was applied the Childers, Houston, & Heckler (1985) Style of Processing (SOP) Scale and the Hong-Fa Ho, Chien Yi Liu (2012) eye-tracker (EyeNTNU-180). Moreover the user’s cognitive style, website display, and search tasks was set as independent variable, and task accuracy, finish time, task process, first fixation latency, first fixation duration, total contact time, and number of fixation was set as dependent variable. Specifically, the research findings and results came from 127 participants using two kinds of the National Normal University Archives Websites prototypes. Our main findings have shown ten phenomenons as follows: (1) Imagers also focused on the verbal information. (2) Verbalisers processed verbal information more efficiently. (3) Based on first fixation latency, at the beginning of the tasks users tended to focus on the verbal information in the contectual navigation. (4) Based on total contact times and number of fixation, the left side information was more attractive to users. (5)To users, known-item search task was much easier. (6) Exploratory search task was echoed Pirolli, P., & Card, S.(1990) Information foraging Theory. (7) Based on first fixation latency, most users tended to focus on the others sections on the website echoing Marchionini (1997) personal information infrastructure components theory. (8) Based on first fixation duration, users tended to continue fixate on verbal information. (9) Total contact time was echoed first fixation duration. (10) Based on number of fixations, becasued of interest or information needs, the users’ number of fixations was increased. In conclusion, the research results indicated that users’ cognitive style and university archives websites display will reciprocal affect task accomplishment effectiveness and efficiency, also influence users’ eye movement. Consequently, we propose five suggestions for improvement the National Taiwan Normal University Archives website as follow: (1) Visualize the information architecture to help users recognize. (2) Reorganize the organization system to clear and recategorize. (3) Rename the labeling system to fit in with users’ nature language. (4) Add the supplemental navigation system to build up users’ sense of direction. (5) Set up the search system to help users’ search information. Hope above suggestion can help improve university archives website usability, furthermore make progress in users’ search efficiency and effectiveness.
Subjects
university archives website
information architecture
cognitive style
eye-tracker
eye movement
Type
thesis
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