2009/12/17 量量量量量量量量量 1 量量量量量量量量量 ─ 量量量量量量 量量 量量量量 量量量量 量量量 :、、 Jansen, B. J., Zhang, M. M., & Schultz, C. D. (2009). Brand and its Effect on User Perception of Search Engine Performance. Journal of the American Society for Information Science and Technology, 60(8), 1572-1595.
量化研究與統計分析 ─ 文獻導讀報告. Jansen, B. J., Zhang, M. M., & Schultz, C. D. (2009). Brand and its Effect on User Perception of Search Engine Performance. Journal of the American Society for Information Science and Technology, 60(8), 1572-1595. 組員:葉思岑、陳馥蓉、徐瑜君. - PowerPoint PPT Presentation
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2009/12/17 量化研究與統計分析 1
量化研究與統計分析 ─ 文獻導讀報告
組員:葉思岑、陳馥蓉、徐瑜君
Jansen, B. J., Zhang, M. M., & Schultz, C. D. (2009). Brand and its Effect on User Perception of Search Engine Performance. Journal of the American Society for Information Science and Technology, 60(8), 1572-1595.
2009/12/17 量化研究與統計分析 2
研究動機• 大部份搜尋引擎之表現及其介面好用性其
實相似,為何只有少數的搜尋引擎可以主宰大部分的網路流量?
• 前人的研究,發現「 popularity 」也是使用者使用某一搜尋引擎的原因
• 「 ( 搜尋引擎 ) 品牌效果」對使用者認知搜尋引擎之表現有何影響?
Brand and its Effect on User Perception of Search Engine Performance
2009/12/17 量化研究與統計分析 3
名詞解釋:品牌 (brand)
• A brand is the intangible sum of an organization’s attributes, which can reflect an organization’s name, history, reputation, and advertisement.
• A brand can be recognized as the identifiable symbol, sign, name, or mark that distinguishes an organization or a product from its competitors.
Brand and its Effect on User Perception of Search Engine Performance
2009/12/17 量化研究與統計分析 4
研究假設• Research objective 1
– The search engine brand has no effect on the number of links examined among the SERPs of the search engine.
• H1a: There will be no difference in the number of links examined among the search engines.
• H1b: There will be no difference in the number of organic links examined among the search engines.
• H1c: There will be no difference in the number of sponsored links examined among the search engines.
Brand and its Effect on User Perception of Search Engine Performance
2009/12/17 量化研究與統計分析 5
研究假設• Research objective 2
– There will be no difference in the number of links clicked by rank among the search engine.
• H2a: There will be no difference in the number of links clicked among search engines.
• H2b: There will be no difference in the number of organic links clicked among search engines.
• H2c: There will be no difference in the number of sponsored links clicked among search engines.
Brand and its Effect on User Perception of Search Engine Performance
2009/12/17 量化研究與統計分析 6
研究假設• Research objective 3
– The search engine brand has no effect on the evaluation of links on the SERP among the search engines.
• H3a: There will be no difference in the evaluation of links among search engines.
• H3b: There will be no difference in the evaluation of organic links among search engines.
• H3c: There will be no difference in the evaluation of sponsored links among search engines.
Brand and its Effect on User Perception of Search Engine Performance
2009/12/17 量化研究與統計分析 7
研究假設• Research objective 4
– The search engine brand has no effect on the evaluation of SERP landing pages.
• H4a: There will be no difference in the evaluation of SERP landing pages among search engines.
• H4b: There will be no difference in the evaluation of organic landing pages among search engines.
• H4c: There will be no difference in the evaluation of sponsored landing pages among search engines.
• Research objective 5– What are the underlying issues of branding that affect
how users evaluate search engines, links, and Web pages?
Brand and its Effect on User Perception of Search Engine Performance
2009/12/17 量化研究與統計分析 8
研究設計• one – quarter fraction of a 4X4 design
– Brand(4) X Query type(4)=16 種問題情境
Brand and its Effect on User Perception of Search Engine Performance
BrandQuery type
Google Yahoo! MSN No name
1.Housing(manufactured home)
G1 Y1 M1 N1
2.Entertainment(techno music)
G2 Y2 M2 N2
3.Medicine(laser removal)
G3 Y3 M3 N3
4.Travel(camping Mexico)
G4 Y4 M4 N4
2009/12/17 量化研究與統計分析 9
研究設計• 受測者會分配到某一個 block ,此 block 包含四
種處理組合
Brand and its Effect on User Perception of Search Engine Performance
問題類型
受測者
HousingEntertainme
ntMedicine Travel
1 G Y M N 2 N G Y M3 M N G Y4 Y M N G
32X4=128
2009/12/17 量化研究與統計分析 10
研究設計• 搜尋結果介面設計
– 減少變因• 結果數、結果的呈現方式、結果品質
– 檢索結果頁面 (SERPs) 採用 Google 搜尋結果• 移除所有可辨識的 logo 、 text 、 URLs 、 HTML code
– 與不同搜尋引擎的品牌要素組合• Google• Yahoo! • MSN Live Search• AI2RS( 代表 No name)
Brand and its Effect on User Perception of Search Engine Performance
2009/12/17 量化研究與統計分析 11
Brand and its Effect on User Perception of Search Engine Performance