Investigation of aNobii users’searching and decision making with social navigational tools
|關鍵字:||偏好;決策;經驗性商品;社會性導覽工具;網路書評;推薦星等;preference;decision making;experienced goods;social navigational tools;internet book review;star rating||公開日期:||2011||摘要:||本研究目的在分析讀者利用aNobil網路書櫃之尋書歷程，瞭解不同尋書途徑的瀏覽經驗，並歸納讀者所用的尋書線索及依賴之原因。另外，網路書櫃提供之社會性導覽工具，如網路書評及推薦星等，其參考價值及對尋書行為之影響，亦是探討重點。
The study set out to investigate users’ interaction with aNobii, an online social network site for book lovers. Specifically, it looked into users’ judgment and browsing behaviors when using three book discovery tools afforded by aNobii: “friends”, “similar bookshelves”, and “authors.” A total of 34 participants took part in the study in which they were asked to use alternately with the three tools to look for books they found interesting. The participant’s screen activities was recorded and was reviewed jointly afterwards by the researcher and the participant during the post-search interview. They were asked about their choice criteria when choosing which bookshelves to browse and books to read. It was found that participants relied on different cues when choosing bookshelves with different book discovery tools. Among the three tools, “similar bookshelves” was found to be most effective in broadening one’s reading horizon. Friends’ bookshelves were also found to be an interesting book discovery tool. The participants judged the usefulness of friends’ bookshelves by their understanding of their tastes. The influences of various cues such as topic, plot, author, online reader reviews and star ratings on their judgment were investigated. Topic and author were found to be most useful for judging the desirability of the works. While online book review was found to play an important role for users to infer the book content and filter out non-relevant titles, star rating was found to be less useful.
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