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

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
  1. Alkazimi, A (2018, March). Best Practices to Secure User Privacy from Internet Attacks on E-Learning. In Society for Information Technology & Teacher Education International Conference 87-93. Association for the Advancement of Computing in Education (AACE).
  2. Casaló, L.V., Flavián, C.  Guinalíu, M (2010). Generating trust and satisfaction in e-services: the impact of usability on consumer behavior. Journal of Relationship Marketing 9(4):  247-263.
  3. Hilgard, E. R. Bower, G. H (1966). Theories of learning
  4. ISO 9241-11 (1998). Guidelines for specifying and measuring usability
  5. Jokela, T. Iivari, N. Tornberg, V. Electro, P (2004). Using the ISO 9241-11 definition of usability in requirements determination: case studies. In Proceedings of HCI2004: Design for life, the 18th British HCI group annual conference, Leeds Metropolitan University, UK. Eds. A. Dearden & L. Watts Vol. 2: 155-156.
  6. Kirkwood, B. R. Sterne, J. A (2010). Essential medical statistics. John Wiley & Sons.
  7. López, M. Capparelli, A (2012).  Nielsen, A. (2011) Traditional post-harvest processing to make quinoa grains (Chenopodium quinoa var. quinoa) apt for consumption in Northern Lipez (Potosí, Bolivia): ethnoarchaeological and archaeobotanical analyses. Journal of Archaeological and Anthropological Science 3(1): 49-70.
  8. Lu, A. Ziyun, L (2012). An experimental study of the use of eye tracker in Website optimization. Distance Education in China 32(4): 87-91.
  9. Madan, A.  Dubey, S.K. (2012). Usability evaluation methods: a literature review, International Journal of Engineering Science and Technology4(2): 590-599

10. Makkonen, P. Siakas, K (2018, March). Social Media Usability in Higher Education. A cross-cultural analysis with IS/ICT students. In Society for Information Technology & Teacher Education International Conference. 2292-2300. Association for the Advancement of Computing in Education (AACE). Developing usability heuristics.

11. Mohseni, S. Jayashree, S. Rezaei, S. Kasim, A. Okumus, F (2018). Attracting tourists to travel companies’ websites: the structural relationship between website brand, personal value, shopping experience, perceived risk and purchase intention. Current Issues in Tourism. 21(6): 616-645.

12. Nambisan, P. Watt, J. H (2011). Managing customer experiences in online product communities. Journal of Business Research 64(8): 889-895.

13. Nielsen, J. (1993). Usability engineering. Boston, MA: AP Professional

14. Nielsen, J. (2011). How to conduct a heuristic evaluation. 2002a.

15. Nielsen, J. Landauer, T. K. (1993, May). A mathematical model of the finding of usability problems. In Proceedings of the INTERACT'93 and CHI'93 conference on Human factors in computing systems 206-213. ACM.

16. Petre, M. Minocha, S. Roberts, D (2006). Usability beyond the website: an empirically-grounded e-commerce evaluation instrument for the total customer experience. Behaviour & Information Technology 25(2): 189-203.

17. Pirolli, P. Card, S (1995, May). Information foraging in information access environments. In Chi Vol 95: 51-58

18. Rashid, S. Soo, S. T. Sivaji, A. Naeni, H. S. Bahri, S. (2013). Preliminary usability testing with eye tracking and FCAT analysis on occupational safety and health websites. Procedia-Social and Behavioral Sciences 97: 737-744.

19. Rashid, S. Soo, S. T. Sivaji, A. Naeni, H. S. Bahri, S. (2013). Preliminary usability testing with eye tracking and FCAT analysis on occupational safety and health websites. Procedia-Social and Behavioral Sciences 97: 737-744.

20. Rayner, K. Carlson, M. Frazier, L. (1983). The interaction of syntax and semantics during sentence processing: Eye movements in the analysis of semantically biased sentences. Journal of verbal learning and verbal behavior 22(3): 358-374.

21. Rod, M. Ashill, N. J. Shao, J. Carruthers, J. (2009). An examination of the relationship between service quality dimensions, overall internet banking service quality and customer satisfaction. Marketing Intelligence & Planning.

22. Schall, A.  Bergstrom, J. R (2014). Introduction to eye tracking. In Eye tracking in user experience design 3-26. Morgan Kaufmann.

23. Scholtz, J. (2004). 'Usability evaluation', National Institute of Standards and Technology

24. Seffah, A. Donyaee, M. Kline, R. B. Padda, H. K. (2006). Usability measurement and metrics: A consolidated model. Software quality journal.14(2): 159-178.

25. Shackel, B (2009). Usability–context, framework, definition, design and evaluation. Interacting with computers21(5-6): 339-346.

26. SHENG, J. G., LI, Y. J. XIA, X. (2011). A Visual Priority Selection Effect of Searching Information in E-commerce Web Page [J]. Industrial Engineering and Management, 6.

27. Sivaji, A. Abdullah, M. R. Downe, A. G. Ahmad, W. F. W. (2013, April). Hybrid usability methodology: integrating heuristic evaluation with laboratory testing across the software development lifecycle. In 2013 10th International Conference on Information Technology: New Generations 375-383. IEEE.

28. Sivaji, A. Ahmad, W. F. W. (2014). Benefits of complementing eye-tracking analysis with think-aloud protocol in a multilingual country with high power distance. In Current trends in eye tracking research 267-278. Springer, Cham.

29. Sivaji, A. Tzuaan, S. S. (2012, July). Website user experience (UX) testing tool development using Open Source Software (OSS). In 2012 Southeast Asian Network of Ergonomics Societies Conference (SEANES) 1-6 IEEE

30. Skinner, I. W. Hübscher, M. Moseley, G. L. Lee, H. Wand, B. M. Traeger, A. C.  McAuley, J. H. (2018). The reliability of eyetracking to assess attentional bias to threatening words in healthy individuals. Behavior research methods 50(5): 1778-1792.

31. Turner, C. W. Lewis, J. R.  Nielsen, J. (2006). Determining usability test sample size. International encyclopedia of ergonomics and human factors 3(2): 3084-3088.

32. Vermeen, Effie lai. Virpi Roto (2010) user experience Evalution methods.https://www.researchgate.net/publication/221248254_User_experience_evaluation_methods_Current_state_and_development_needs         

33. Yuan, X. Guo, M. Ren, F. Peng, F. (2014). Usability analysis of online bank login interface based on eye tracking experiment. Sensors & Transducers 165(2): 203.