隨著網際網路的普及，促使大學圖書館紛紛建立網站服務讀者。目前國內各大專院校圖書館網站的建置已達到百分之百，網頁成為行銷各校學術資源最直接快速的管道，而圖書館網頁也利用廣告吸引讀者對於活動訊息的注意。目前國內大學圖書館網站中，並非每個學校均設有廣告來傳播重要的訊息給讀者，即使擁有廣告也是呈現位置不一。在設計上，大學圖書館網站首頁廣告應與整體版面搭配，以引起讀者視覺關注，並達透過廣告成功行銷圖書館資源與活動的目的；而以圖書館行銷的角度考量，惟有促使圖書館網站首頁的廣告被有效注意與理解，才能達到成功行銷廣告內容的目的。 本研究採用真實驗研究法(true-experiment research method），結合網頁視覺設計相關理論對於讀者目光注意力的吸引原則，以及視覺元素之間如何影響讀者的視覺行為為基礎，設計出三種內容相同但廣告放置於不同位置之圖書館網站首頁，比較讀者視覺注意力行為的差異，並以國立中正大學大學部學生五十四名為研究對象，利用「眼球追蹤儀器」(eye tracker)收集受試者眼動指標資料，並進行廣告傳達內容之記憶效應檢測，以及實驗後輔以問卷調查與訪談，探討大學圖書館網站首頁的廣告位置對於讀者視覺注意力及記憶效應的影響。 研究結果發現，讀者在三種不同廣告圖片位置之眼動訊息、記憶效應、瀏覽順序、整體印象滿意度均具有顯著差異。研究結果歸納如下： 一、讀者在廣告置上版面具有較多的注視次數，但是在廣告置左版面則具有較多的視覺停駐。 二、讀者在三種不同廣告位置版面之廣告內容的記憶效應具有顯著差異，廣告圖片位置置左版面具有最佳之記憶效應。 三、讀者在廣告置左版面之廣告內容的記憶效應與眼動指標之「平均注視時間」具有顯著關聯性，其他兩種版面則均無顯著關聯。 四、讀者在三種不同廣告位置版面之其他讀者服務項目所定義興趣區的眼動指標具有顯著差異，廣告置左版面讀者服務項目具有較為平均之視覺分布。 五、讀者在三種不同廣告位置版面之瀏覽順序具有差異，廣告置左版面之廣告較能引起讀者的優先注視。 六、讀者在三種不同廣告位置版面之圖書館網站首頁的整體印象具有顯著差異，廣告置左版面獲得較高的評價；其中版面在「簡單的」、「不散亂的」、「可靠信任的」、「引人注目的」等項目上均顯著高於廣告置右與廣告置上版面。 綜合本研究之研究結果，建議圖書館應善用置左廣告位置提升圖書館行銷相關訊息之目的。此外，圖書館網站首頁應重視視覺元素編排對於版面整體印象的提升效應。圖書館網頁編排也應善用接近性與相似性原則，使得版面呈現具一致性。 / The popularity of the Internet has pushed university libraries establishing websites to serve readers. The establishment of domestic university library websites has currently reached 100%, web pages become the most direct and rapid channels to market the academic resources, and advertisement on the library web pages is utilized for attracting readers’ attention to activities. So far, not all domestic university library websites are established advertisement for propagating important information to readers; even though there is advertisement, the presentation positions are distinct. In terms of the design, advertisement on the index page of a university library website should match the entire layout so as to appeal readers’ visual saliency and successfully market the library resources and activities. In consideration of library marketing, merely advertisement on the index page of a library website being effectively noticed and comprehended could the successful marketing be achieved. With true-experiment research method, the visual design of web pages to attract readers’ attention in this study is integrated with the effects of visual elements on readers’ visual behaviors to design three identical advertising contents which are placed in different positions on the index page of the library website in order to compare the difference in readers’ visual attention. Furthermore, 54 undergraduate students in National Chung Cheng University are selected as the research participants. An Eye Tracker is utilized for collecting the participants’ eye-tracking indicators, and the memory effect of the advertisement is tested. Furthermore, the questionnaire survey and interviews are proceeded to discuss the effects of advertising position on the index page of a university library website on readers’ visual attention and memory effect. The research findings show that the readers present significant difference on the eye-tracking information, memory effect, browsing order, and overall satisfaction of the three advertisement positions. The research results are concluded as follows. 1.The readers appear more attention on top-layout advertisement, but stay the vision more on left-layout advertisement. 2.The readers reveal remarkable difference on memory effect of advertisement among three advertisement positions, where the optimal memory effect appears on the left-layout advertisement. 3.The readers show significant correlations between memory effect of left-layout advertisement and the eye-tracking indicator of Average Fixation Time, while the rest two layouts do not show notable correlations. 4.The readers show remarkable difference on the eye-tracking indicator of interests defined in other reader service items of three advertisement layouts; the reader service items on the left-layout advertisement appear more average visual distribution. 5.The readers reveal distinct browsing orders on the three advertisement positions; the left-layout advertisement could better appeal the readers’ prior attention. 6.The readers show significantly different impression on the index page of the library website with three advertising positions; the left-layout advertisement acquires higher appraisal, where the items of Simple, Not Disordered, Reliable, Attention Attractive reveal higher appraisal than right-layout and top-layout advertisement. Summing up the research results, the libraries are suggested to well apply left-layout advertisement to enhance the marketing information. What is more, the index page of a library website should focus on the layout of visual elements to promote the overall impression. The layout of library web pages should also well apply the principles of proximity and similarity to present the consistency.

本研究旨在應用網路計量法，尤其是網頁連引分析法，對我國大學圖書館網站網頁進行測量和分析。一方面、以EXtract URL蒐集大學圖書館網站網路資源之相關數據，並從國家/地區(top-level domain)、單位屬性(Second-level domain)、網域名稱(Domain Name)、一致性資源位址(URL)等四個網域層級，剖析我國大學圖書館網站所蒐錄之「網路資源」的數量、網站類型、網頁內容屬性等，從而比較各大學圖書館網站所連引網路資源的共通性與特殊性；另一方面，採用搜尋引擎A1taiSta檢索並分析這些大學圖書館網站綱頁在網網相連的虛擬世界中，為其他綱頁所連結引用的程度與情形，包括連引次數與網路影響係數的計算，以及連引網頁之語文，並透過跨時研究比較其在前後七個月的兩個時點上被連引情形的消長。 本研究所規範的「網路資源」範疇，乃依圖書館網站組織與呈現網路資源的方式與取向區別為三類，其中以「一般性網路資源」和「參性網路資源」居多，「專題性網路資源」則相對較少。研究結果發現39個大學圖書館網站中提供「網路資源」服務的佔有34個，共收錄了10,144筆網路資源，平均每個圖書館收錄298.35筆，其中靜宜大學圖書館以1,429筆奪得第一。實際上，這些網路資源來自於54個國家/地區網域；4,606個不同的綱域名稱；6,818個不同的網址。若將其網址依國家/地區網域做分析，我國(.tw)網域佔五成以上，而其中又有半數為學術網域所含括；居次者為美國，所佔將近四成，而商業網域又佔有其申四成；若依單位屬性網域做分析，以屬於學術網域的網路資源所佔達四成為最多，其中以我國與美國網域貢獻最多；屬於公司網域緊隨於後，佔有將近三成．，其申以美國與我國綱域貢獻最多。在被連引次數上，國內網站以被連引網頁次數累積達150次的中央研究院為最高，其次為教育部、行政院主計處、國家圖書館等網站；國外網站則以美國國家醫學圖書館與柏克萊數位圖書館SunSITE並列第一。大致上，可將我國大學圖書館網站所連引網路資源歸納為八類，被連引最多的類型是圖書資訊服務，其餘依次為政府機關、學術單位、研究機構、博物館/數位博物館、書店/網路書店、國際組織、其他等。" 外部連引可作為評估圖書館網站對外部網站的影響力之依據；而內部連引則反映了圖書館網站與校園網域內的其他網站的互動。本研究結果顯示，外部連引次數以成大、台大、央大等圖書館次數為領先；內部連引次數則以台大、交大、政大等圖書館居前。以連引數為分子，網頁數為分母所計算出的網路影響係數方面，所有大學圖書館網站的影響係數為0，33，亦即表示我國大學圖書館網站，平均每一個網頁被連引0.33次；外部連引的網路影響係數以逢甲、東華、中正等大學圖書館領先；內部連引的網路影響係數則以東華、南華、世新等大學圖書館居前。另外,在連引網頁的語文方面，我國大學圖書館網站被中文綱頁所連引的數量佔 93.57%；被英文綱頁所連引的數量佔9．46%，其餘語言則佔0、73%。 本研究建議圖書館應透過電腦軟體與人工定期檢閱連引節 點之有效性；並拓展專題性與特藏性網路資源的建置，以期建立各館之不可替代性的網路資源；同時深入連引網站內層之綱頁內容，以一個網頁或一個網頁片段作為一個連引單元，俾能強化其對使用者的實質效益。圖書館也能善用搜尋引擎以調查圖書館網站被內部和外部連引的情形，以自我評估圖書館網站與內、外部網域社群之間的互動和影響。另外，本土性的幾家中文搜尋引擎，加Openfind、Gais等，除應致力於擴展索引涵蓋的版圖興提升穩定性高的檢索結果外，還能豐富其相關檢索功能。 / The purpose of this study is to apply webometrics, especially sitation analysis, to examine and analyze thirty-nine university library websites in Taiwan. On one hand, the study utilized Extract URL to collect data aboutInternet resources of university library websites, and analyzed top-level DNS,second-level DNS, Domain Name, URL, respectively. The similarities and differences of the university library websites among each other were compared based on the analyses of number, types of websites and attributes of web pages of the "Internet resources". On the other hand, the study used AltaVista to retrieve and analyze the web pages of university library websites which interlinked by other web pages in the labyrinthine cyberspace. The Items measured included the numbers of total sitation, external sitation, internal sitation, and self-sitation, as well as languages of linking web pages.Furthermore, the investigation ran through two time spots across seven months to observe the changes of the sitations. The "Internet resources" appeared on the library website were organized into three categories： "general resources" and "reference resources", came out to be the majority, whereas the "specific resources" was the minority. The study found that thirty-four out of thirty-nine university library websites had provided service of Internet resources, and the items of Internet resources were 10,144 in total, from 54 different top-level DNS, 4,606 different Domain Name, and 6,818 different URLs. The average number of Internet resources per library website was 298.35. The Providence University Library earned the first. The analysis of top-level domain showed that the Taiwan was in the majority, and USA got the second. The analysis of second-level domain also found that academic domain earned the first, and business domain was the second. TheInternet resources can be grouped into eight types： library and information services was the first, and the other included government institutions, academic organizations,reseah institutes, museum/digital museum, bookstores/Internet bookstores, international organizations and others. External sitation is seen as an indicator of significance and influence of a site for external websites, and internal sitation may respond interaction and effect between a university library website and other websites in web domain of campus. The findings of study revealed that the external sitations ofNational Cheng Kung Universe Library, National Taiwan University Library and National Central University Library were the first group； and the internal sitations of National Taiwan University Library, National Chengchi University Library and National Chiao Tung University Library were the top group.Besides, the Web Impact Factor of university libraries in Taiwan was 0.33. The number of Chinese web pages that linked to university library websites turned out to be 93.57% whereas the number of English web pages was only 9.46%.The number of web pages linked in other language was only 0.73%. Finally, the study suggested that libraries should better use computer software and human aids to check the validity of hyperlinks； and devote library staff's energies into the development of specific Internet resources； further,libraries should link the content of web pages of websites in depth. Libraries should also examine various sitations of self library website to evaluate the interaction and influence of the library website with inside and outside web domain. Local search engines, for instance, Openfind and Gais, should strengthen the scope of index, enhance the stability of searching, and improve the retrieval functions in the filture.