吳玲玲臺灣大學：資訊管理學研究所莊雅嵐Chuang, Ya-LanYa-LanChuang2007-11-262018-06-292007-11-262018-06-292007http://ntur.lib.ntu.edu.tw//handle/246246/54339搜尋引擎對於現今的網際網路使用者來說堪稱是最重要的網路服務，因此無論是學界或業界都投入相當的資源追求技術、效能、以及服務品質上的精進。本研究有別於傳統學界對於搜尋引擎只注重系統面的效能評估、亦或是針對使用者做服務品質的滿意度評估，我們根據Herzberg的雙因子理論來探討搜尋引擎使用者的使用動機以及對搜尋引擎功能需求之間的關連性。我們以問卷調查的方式去瞭解搜尋引擎的各項功能如何影響使用者使用搜尋引擎的行為，根據758份有效問卷的結果顯示，使用者對於搜尋引擎的功能需求會影響到他的使用動機；這些功能需求可以根據對使用動機的不同影響區分成兩大類：一類稱作保健因子(Hygiene factors)、另一類稱作激勵因子(Motivation factors)。搜尋引擎的保健因子主要可以吸引潛在的使用者，讓這些潛在的使用者願意跨出第一步，嘗試一項新的搜尋引擎服務；反之，激勵因子對於吸引潛在使用者上門並沒有保健因子這麼大的功效，但是在留住既有顧客，讓他們願意繼續使用同一項搜尋引擎服務這方面，卻是扮演相當重要的角色。In cyberspace, the importance of search engine prompts numerous evaluation studies regarding its effectiveness. From a user-oriented perspective, the paper studies the relations between user motivation and functional requirements of search engines, based on Herzberg's Two Factor Theory. A survey, with 758 valid participants, was conducted to investigate the impacts of various functions of search engines on user's behavior. The empirical results showed that user's expectations of functional requirements, which further influence user's motivation to use search engine, can be distinguished into two categories: hygiene factors and motivation factors. Hygiene factors of search engine are more effective in "attracting" users to try a search engine in the first place than in "retaining" users. However, the motivation factors are more effective in "retaining" users to continue using the same search engine than in "attracting" users.中文摘要 ………………………………………………………………………… i 英文摘要 ………………………………………………………………………… ii Contents ……………………………………………………………………………… iii List of Figures …………………………………………………………………… iv List of Tables …………………………………………………………………… v 1. Introduction …………………………………………………………………… 1 2. Related Works ……………………………………………………………… 4 2.1 Use and Evaluation of Search Engines …………………………………… 4 2.2 Search Engine and Information Seeking on the Internet ……………… 7 2.3 Application of Two Factor Theory ………………………………………… 9 2.4 Two Factor Theory in Motivation of Search Engine Use ……………… 11 3. Research Design ……………………………………………………………… 15 4. Results ………………………………………………………………………… 17 4.1 Demographics and Computer, Internet, and Search Engine Background 17 4.2 Perceptions Search Engines ……………………………………………… 18 5. Conclusion and Managerial Implications …………………………………… 24 6. Limitation and Future Works ……………………………………………… 27 7. References …………………………………………………………………… 29 8. Appendix ………………………………………………………………………… 34387074 bytesapplication/pdfen-US搜尋引擎評估搜尋引擎使用動機Herzberg雙因子理論保健因子激勵因子Search engine evaluationuse motivationHygiene-Motivation Theoryotherhttp://ntur.lib.ntu.edu.tw/bitstream/246246/54339/1/ntu-96-R92725013-1.pdf