تجزیه و تحلیل کاربردپذیری وب‏سایت‏های بانکی مبتنی بر ردیاب چشم و خودگزارشگری

نوع مقاله : مقاله پژوهشی

نویسندگان

1 گروه مدیریت، دانشکده مدیریت، دانشگاه تهران، تهران، ایران

2 گروه مدیریت، دانشکده مدیریت،آزاد اسلامی، تهران ، ایران

3 گروه مدیریت بازرگانی، دانشکده مدیریت، دانشگاه آزاد تهران شمال ، تهران، ایران

10.29252/bar.2020.11833.3075

چکیده

امروزه کاربران بیش از پیش ازسیستم بانکداری اینترنتی استفاده می‏کنند از این رو مطالعه در مورد کاربرد‏پذیری یک سیستم بانکداری اینترنتی، برای ساختن یک محیط تعاملی راحت، بسیار ضروری است. لذا هدف مقاله، ارزیابی کاربردپذیری این سایت‏ها در خلق تجربه خوشایند برای کاربران بانکداری اینترنتی است. داده‏ها و تحلیل با مقایسه سه وب سایت بانکی، با استفاده از ردیاب چشمی توبی( ایکس 60 هرتز) به­دست آمده است. شرکت‏کنندگان با مراجعه به وب­سایت‏ها وظایف مشابهی را  در یک زمان معین، جهت سنجش کاربردپذیری، انجام دادند. نظرات کاربران از طریق پرسشنامه هم گردآوری شده است. در این مطالعه تفاوت معناداری بین سایت‏های بانکی مشاهده شد. نمره کاربردپذیری کلی برای بانک‏های ب،پ،الف به ترتیب80 درصد و 89 درصد و75 درصد است. نوع چیدمان صفحه و مسیری که کاربر برای حرکت روی صفحه انتخاب می‏کند، تفاوت معناداری برای سه بانک ایجاد کرد. تحلیل نشان داد که ورود  به سیستم، اطلاعات ورود به حساب و دیگر دکمه‏های کنترل  باید در گوشه سمت راست بالا قرار گیرند تا سرعت رسیدن به هدف، افزایش یابد.

کلیدواژه‌ها


عنوان مقاله [English]

Usability of Online Bank Interface Analysis Based on Eye Tracking Experiment and Self-report

نویسندگان [English]

  • Masoud Keimasi 1
  • Ehsan Abedi 2
  • Banafsheh Seyyed Kobari 3
  • Rosa Hendijani 1
1 Faculty of Management, University of Tehran, Tehran, Iran
2 Faculty of Management, University of Azad University of Tehran, Tehran, Iran
3 Department of Management, PHD Student, Azad University, Tehran, Iran
چکیده [English]

The paper’s aim is to study about the usability of online banking interface, correcting the user-friendliness of web interface, and improving attraction of bank website, which have gradually become essential the network marketing strategy of the banks. This study took three banks web site as a case study to record subjects’’ eye tracking data of time to first fixation, AOI place, fixation duration and blink count and so on by using Tobii T60XL Eye Tracking, while users’ login online banking web interface, and analyzed that the effects of webpage layout, navigation, colors, the amount of information representation which impacts on the usability of online banking interface. We used eye trach and self-report for collecting data. Research reveals that overall usability score for banks of Melli, Mellat and Saman are 80% 75% and 89% respectively. The results demonstrate that the login entry, account login information and other key control buttons should be located in the upper right corner to quickly lock the goal, and the interface should have a modify amount of information representation, reasonable font size settings, the appropriate proportion, simple, harmonious and warmth design style.

کلیدواژه‌ها [English]

  • Eye tracking
  • Online banking
  • Login interface efficiency
  • Usability
  • navigation
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