本研究旨在探討國內三大電子商務網站之商品展示頁面的版面配置與瀏覽動線之間的關係，藉由眼動追蹤儀器實驗(Eye Movement Tracking)及專家訪談的結果，歸納出最後的結論與建議方向，並作為未來實務界在設計與規劃電子商務網站時的參考依據。 在實驗研究中，共分為兩個階段進行測試，由23位受測者進行觀看，有效樣本20人。實驗一主要是測試三家電子商務網站的商品瀏覽效率。透過實驗找出哪一家的商品版面配置與動線規劃，可以讓使用者在短時間內快速地找到所要的商品以及在找尋商品的過程中，受測者的凝視焦點分佈與凝視停留時間為何。 而實驗二的部份，則是測試商品的版面配置情形。主要是操弄三家網站之不同的商品配置特性，測試不同的商品配置特性對使用者的視覺焦點(Fixation Count)與停留時間(Fixation Time)所產生的變化，試圖瞭解何種商品配置最吸引使用者的目光，讓使用者停留更多的瀏覽時間。 並透過專家訪談法，瞭解業界資深的網頁設計師及網站規劃者他們對於電子商務網站之商品展示頁的版面配置與使用者瀏覽動線的看法與建議，以及在規劃及設計自家電子商務網站時的構思想法，最後將訪談資料以內容分析法予以歸納分析，供業界在執行電子商務網站實務設計時之參考依據。 / This study aims to investigate the relationship between the layout and browsing routes for merchandise display pages on Taiwan’s three major e-commerce websites, as ascertained by results from eye tracking experiments and expert interviews. The study offers some overall conclusions and suggestions which may serve as a reference for future practices in designing and implementing e-commence websites. The experiment was divided into two stages, and included 23 participants whose viewing behavior was recorded; the effective sample pool was 20. The objective of the first test was to examine the merchandise viewing efficacy rendered by these three e-commerce websites. Through this experiment, the website with the merchandise page setup and browsing routes which enabled users to locate their desired merchandise in the shortest time was determined, as well as the samples’ visual fixation distributions and durations. In the second experiment, merchandise page layouts were tested. Different arrangement schemes of merchandise displayed by these same three websites were manipulated to test the effects they have on user eye fixation count and fixation time, in an attempt to understand what type of merchandise display arrangement scheme draws the most attention from viewers and encourages them to spend more viewing time. Expert interviews provided insights and suggestions from skilled web page designers and website builders regarding their perspectives on merchandise display page arrangement and user browsing routes, and in particular, the concepts employed when building their own e-commerce websites. Finally, interview data is introduced and analyzed using content analysis methodology, which may serve as a reference for e-commerce website design practices.

根據恐懼管理理論（Terror Management Theory, 1986）人們會適時地管理死亡想法的威脅，故Pyszczynski、Greenberg及Solomon（1999）依據此理論提出了一套雙元歷程模式來解釋人們的防衛方式：近端防衛與遠端防衛。在遠端防衛中文化世界觀尤為重要，在過去的西方研究之中，發現人們常以對自身文化世界觀持正向或偏好的態度，來防衛死亡想法的威脅；然而這樣的現象卻在亞洲研究中難以得到驗證，因此本研究的目的即在於重新檢驗文化世界觀的防衛方式。本研究操弄參與者的死亡想法，並藉由分心作業的方式，使其死亡想法掉入意識邊陲之中，以探究遠端防衛的本質。本研究除了以偏好的評估作為依變項外，且從認知的注意力面向出發，探討文化世界觀與防衛死亡想法之間的關係。本研究設計兩個實驗：實驗一以視覺搜尋作業的派典進行研究，以對自身文化的偏好、正確率與反應時間當作依變項。結果發現當參與者進行遠端防衛時，會對於與自身文化有關的線索，表現出較高的正確率，但在對自身文化的偏好，與反應時間的變項上，未能發現有顯著差異。實驗二以眼動追蹤儀器當作研究工具，並以眼動指標中首次凝視位置的數量，以及凝視時間作為依變項。結果發現當參與者進行遠端防衛時，會對於與自身文化有關的線索，表現出較長的凝視時間，但在首次凝視位置的數量上，亦未能發現有顯著差異。因此，綜合以上兩個實驗，本研究並未能完全支持文化世界觀的遠端防衛效果。 / According to terror management theory (1986), people can manage the threat from death thought. Thus, Pyszczynski, Greenberg, & Solomon (1999) proposed a dual-process model to explain how people defend the death. There are two defense routes: the proximal defense and the distal defense. The culture-worldview is an important function in the distal defense. In the western research, it was found that people were more positive or preferred to self-culture-worldview. However, there are mixed findings in the eastern research. In order to investigate the distal defense mechanism, this study manipulated participants’ death thought, and let the thought drop into the unconscious level via a distracting task. Furthermore, this study examined the relationship between the culture-worldview and the death defense from attentional paradigms. We conducted two experiments. In the first experiment, we adopted the visual search paradigm, and the dependent variables were self-cultural preference, reaction time and the rate of accuracy. We found it was more accurate when participants were asked to search the self-related cultural cue after reminding one’s death comparing to those are not reminding about death. But they were no significant difference in the self-cultural preference and reaction time. In the second experiment, we adopted the eye-tracker as the instrument, and the dependent variables were the index of number of first fixation and the duration of fixations. We found the fixation duration was longer for the self-related cultural cues than for the non-self-related cultural cues when participants being reminded about one’s death. But it was no significant difference in the number of first fixation. So, through these two experiments we found an inconsistent result in the distal defense.