This study examined the context of browsing behaviors. According to uses-and gratifications approach, the motives of World Wilde Web (mentioned as WWW later) generate the expectations of the WWW and the other sources, which lead to differential patterns of browsing behaviors. On-line focus groups were performed three times in December 1999 and January 2000. The criterion used when we choose the respondents of the focus group is that they should have experienced in Internet at least one year. The purpose of the focus groups is to explore the context of browsing. In addition, an on-line survey was undertaken on and . The session of is from March 25, 2000 to April 20, 2000, and the session of is from April 11, 2000 to April 12, 2000. The primary purpose of the survey was to test hypotheses related to browsing motives, browsing strategy motives, and browsing activities. This study found that surfers were segmented into four groups according to the motives of WWW: ritualistic dominant motives, instrumental dominant motives, high motives, and low motives. Besides, the motives of browsing strategies ere probed in this study. Six factors of the motives of browsing strategies were extracted: to increase data completeness, to help awareness of site options, to avoid site redundancy or information duplicate, job factor, no scare at the loss in cyberspace, and to kill time in a high-speed or favorable site. These factors co-operated with browsing skills explaining medium to low variance of the browsing behaviors.

This study examined the context of browsing behaviors. According to uses-and gratifications approach, the motives of World Wide Web (mentioned as WWW later) generate the expectations of the WWW and other sources, which lead to differential patterns of browsing behaviors. On-line facus groups were performed three times in Decemember 1999 and January 2000. The criterion used when we choose the respondents of the focus group is that they should have experienced in Internet at least one year. The purpose of the focus groups is to explore the context of browsing. In addition, an on-line survey was undertaken on http://www.k4.com.tw and http://www.moex.gov.tw. The session of http://www.k4.com.tw is from March 25, 2000 to April 20, 2000, and the session of http://www.moex.gov.tw is from April 11, 2000 to April 12, 2000. The primary purpose of the survey was to test hypotheses related to browsing motives, browsing strategy motives, and browsing activities. This study found that surfers were segmented into four groups accoring to the motives of WWW: ritualistic dominant motives, instrumental dominant motives, high motives, and low motives. Besides, the motives of browsing strategies were probed in this study. Six factors of the motives of browsing strategies were extracted: to increase data completeness, to help awareness of site options, to avoid site redundancy or information duplicate, job factor, no scare at the loss in cyberspace, and to kill time in a high-speed or favorable site. These factors co-operated with browsing skills explaining medium to low variance of the browsing behaviors.

全球上網人數不斷增加，沒有電腦、沒有網路的生活對現今的許多人，尤其是資訊相關產業的工作者來說，實在難以想像。就像以前的人應也很難想像現在電腦網路所帶來的便利，這樣巨大的改變已完全形成現代人生活上的改變。許多企業因此不得不E化，即使E化所能帶來的好處尚難以估計，為了不輸在起跑點，投注大筆資金E化的企業並不在少數。 民意代表雖屬非營利組織，但其表現需接受選民定期的檢驗，用投票來反應，不是零就是一百的績效衡量方式，比一般企業所面臨的損益來得殘酷。為了拉近與選民的距離，以網際網路做為媒介是個不錯的選擇。究竟民意代表經營網站能為其帶來多少支持的選民，甚而轉化為支持的選票，值得探討。上民意代表網站的瀏覽者行為特性如何，網站經營者可如何發揮以吸引瀏覽者，增加瀏覽人次？ 本研究以Howard的消費者決策模式(CDM)為基礎，配合本研究題目的特定範圍加以修正，利用路徑分析(Path Analysis)探討瀏覽者行為在數個構面上的影響關係，再以單因子變異數分析(1-way ANOVA)界定各構面在年齡、職業及區域上的差異，最後形成策略意涵。 根據研究結果，做成以下建議：以長期來看，民意代表經營專屬網站有助於爭取更多支持的選民；爭取學生族群的認同；台北市南區的候選人，目前適合搭配專屬網站作為整體的競選文宣。 / Nowadays there are more and more people going online. It’s unimaginable how people could live without Internet, especially for those who do their job using computer frequently through Internet. Just as we could not imagine what utilities Internet bring hundreds of years ago. It goes without saying that Internet has changed our lives. That’s why lots of business go online to be an E-business. Though the benefit brought by going on line can’t be clearly estimated, lots of corporate spend much money constructing their E-business because of avoiding lost in the beginning. Political websites are all nonprofit organizations. The way their performances are evaluated is election. It’s cruel that you are a survivor or getting nothing but crash otherwise. The Candidates want to be more closer to ’customers’, so they choose to setup a website and provide service. But How can they be sure that they are more possible to win the final campaign? The answer is in this paper. It is going to find out the behavior of those who visit the websites and make some suggestion about the strategies to promote the websites. The structure of this research is based on the CDM(Consumer Decision-Making) Model with some specific modification. The related dimensions are connected using Path Analysis, then the interactive relationship of these dimensions are clear. Accompanied by 1-way ANOVA, we can find the characteristics of the visitors’ on these dimensions, say age, occupation and where they live. According to the outcome, our suggestions are : it’s helpful for the candidates to win the campaign in the long run by providing services on websites ; ‘Student’ is apparently the group which is worth targeting when you want to promote yourself ; it’s now appropriate to concentrate on website if you are a candidate in the south area of Taipei.

影片在網路內容中的比重日益增加，但超文本閱讀理解研究卻很少探討影片元素。本研究以實驗法探討超文本內容以不同表達模態（影片結合文字呈現、純文字呈現） 對理解及超文本大綱瀏覽行為的影響。 實驗以科普內容做為素材，招募81位大學生，隨機分配到實驗組及控制組：網頁影片結合文字組、網頁純文字組、紙本組三組，並要求受試者閱讀後以自由回憶(free recall)、概念圖寫下所看到的內容。接著，以Kintsch(1998)的建構－整合模式為基礎，建立文本中的巨觀命題與情境模式，並以命題分析法比對三組讀者回憶內容的差異。同時，也記錄網頁組二組受試者的瀏覽行為及時間。 研究結果發現，相同的內容，影片結合文字表達、及以純文字表達，就整體內容的巨觀命題、情境模式理解而言，二組讀者的理解並無差異。然而，若將影片、文字內容的巨觀命題理解分別統計，則發現收看影片結合文字組的受試者對影片內容的理解程度較高；若單就文字內容的理解進行分析，則發現收看網頁文字組的受試者對文字的理解程度較高。不同表達模態也影響讀者的瀏覽時間分配與瀏覽行為。當文字內容加入影片時，相較於純文字組，讀者在影片的瀏覽時間增加，文字內容瀏覽時間則較短。若內容只有文字單一表達模態，讀者會更依賴點選大綱及在頁面間點閱來幫助理解。文字組受試者的大綱瀏覽頻率、瀏覽總頁數高於影片結合文字組。 本研究同時對照網路與紙本不同媒介對讀者理解的影響。結果發現，此二媒介對讀者的巨觀命題理解無影響，但對讀者理解整體概念有影響，網路超文本的讀者，概念圖的回憶表現優於閱讀傳統紙本文字者。

隨著全球資訊網的發展，網站吸引了大量的使用者．分析網站中大部分使用者共同的網站瀏覽行為，不但有助於網站結構的設計與更新，也可以對具有相同瀏覽行為的使用者，做有效的個人化服務。 目前有關使用者網站瀏覽行為的研究，所探勘出來的結果多為路徑瀏覽式樣或是網頁循序式樣。因此，我們提出一種新的網站瀏覽式樣：網站漫游，並且提出了兩個演算法AM與PM，來探勘出頻繁使用者網站漫遊行為式樣。 演算法AM是針對要處理的資料量非常龐大，而無法將全部資料存放入主記憶體中的情形所設計的。AM是利用演算法Apriori的精神，來探勘出頻繁使用者網站漫游行為。而演算法PM是針對資料經過轉換後可存放入主記憶體的情形而設計的。PM主要是利用在主記憶體中建立一個樹狀結構，以進一步來壓縮原有資料庫內的大量資料，並利用這個樹狀資料結構來逐步探勘出所有的使用者頻繁網站漫游。在實驗的假設條件下，演算法AM與PM皆展現了線性的執行效率與延展性。 / With progressive expansion in the size and complexity of web site on the World Wide Web, much research has been done on the discovery of useful and interesting Web traversal patterns. 　Most existing approaches focus on mining of path traversal patterns or sequential patterns. In this paper, we present a new pattern, Web traversal walks, for mining of Web traversal pattern. A Web traversal walk is the complete trail of a user traversal behavior in a single Web site. Web traversal walk mining is more helpful to understand and predict the behavior of the Web site access patterns. Two efficient algorithms (i.e., AM and PM) are proposed to discover the Web traversal walks. The algorithm PM is used when the size of database is fit in main memory while AM is not. AM is developed based on the Apriori property to discover all the frequent Web traversal walks from Web logs. In the algorithm PM, a tree structure is constructed in memory from Web logs and the frequent Web traversal walks are generated from the tree structure. Experimental results show that the proposed methods perform well in efficiency and scalability.