基于JAVA的动漫网站的设计-外文翻译

0外文原文IntroductionBywhatevermeasureused,thewebisbig.ThemajorityofAmericanhomesnowhavecomputers,64%ofAmericansage12orolderhaveusedtheInternetinthepastyear(CyberAtlas,2000),andretailsalesareprojectedtoreachUS$74billionby2002(ForresterResearch,2001).Itis,then,nosmallwonderthatmostcompaniesfeelthattheyneedatleastsomelevelofwebpresencetoday.Thequestionfacingallcompaniescontemplatingwebinitiativesishowtobuildasuccessfulwebsite.Amazonhasraisedandspentmillionsofdollarsonbuildingandmaintainingtheirsite,andcreatingtheAmazonbrand.Duringitsheyday,Amazonsvaluationwasattributed,atleastinpart,toitsabilitytocaptureandholdtheircustomersattention.Asaresult,manye-retailersadoptedtheAmazonwebdesignformatwhendevelopingtheirownsites.Bycontrast,traditionalretailersgoingonlineprovideanalternativetotheAmazonmodel.Theirtendencyistotransferwhatworksinthebrick-and-mortarworldtotheInternet.However,eventheseasonedretailers(e.g.,Disney)arefindingitdifficulttocreatetherightformulatosucceedonline(Couzin,2000).WiththeincreasingnumberofcompaniestakingadvantageoftheInternet,itisimportanttounderstandwhatdrivesutilizationofonesiteoveranother.ArecentstudybyForresterResearchindicatesthathigh-qualitycontent,easeofuse,speedandfrequencyofupdatingarethetopfourfactorscontributingtorepeatvisits(Numbers,1999).Yet,anotherstudyof50shoppingsitesrunbyUSandUKretailersindicatedafailuretosatisfythecustomersshoppingexperienceonatleastsomeofthesedimensions(Kane,1999).Whileanunderstandingofmarketingstrategiesthatattractvisitorstowebsitesisbeginningtoemerge(e.g.,Schwartz,1996),howtoconvertwebsurferstorepeatvisitorsthrougheffectivewebdesignisalesswell-understoodphenomenon.Practitionersadviceonsitedesignandcontentaboundandisoftenconflicting.Theresearchpresentedinthispapersuggeststhatonewaytoassistinthedevelopmentofeffectivewebdesignsistoexaminethewebfromtheperspectiveofcognitivepsychology.1Theworkofenvironmentalpsychologists,RachelKaplanandStephenKaplan,providesameansofunderstandinghowtofacilitatetheinteractiveexperiencethroughtheconceptofacognitiveenvironment.KaplanandKaplanviewenvironmentsasprovidinginformationinmanywaysthroughsigns,icons,withorwithoutwords.Theirstudiesapplycognitivepsychologytothedesignofphysicallandscapes.Throughtheirresearch,theyhavefoundthatinformationalneedsinfluencepreferencesforcertainlandscapes.Peoplebothwanttomakesenseofandgetinvolvedintheirlandscapes.Byutilizingprinciplesfromcognitivepsychology,KaplanandKaplanhavedemonstratedthatitispossibletodeveloplandscapes,whichfacilitatesensemakingandinvolvement.Inmanyways,designingeffectivewebcontentisverysimilartodesigningaphysicallandscape.Computerinteractionisintenselycognitiveinvolvingperceptionsandpreferences.Interactivityimpliesnotonlyperceivingtheweblandscape,butalsoenteringintoitandexperiencingthespaceInanattempttodevelopabetterunderstandingofwhatconstituteshigh-qualitywebcontent(i.e.,designwhichfacilitatesrevisitandpurchase),theauthorsproposetheWebsitePreferenceScale(WSPS)asawaytoassesseffectivewebdesignbasedontheperspectivethatawebsiteisacognitivelandscape.Afterabriefdiscussionofwebcontent,KaplanandKaplansapplicationofcognitivepsychologytophysicallandscapes(thePreferenceFramework)ispresented.ThePreferenceFrameworkisthenextendedtothewebenvironment.AnexploratorystudydesignedtodeveloptheWSPSisthenpresented.Finally,conclusionsandafutureprogramofresearcharediscussed.WebcontentResearchhasrepeatedlydemonstratedthatthesensoryshoppingexperiencecontributestomakingthesaleandbuildingcustomerrelationshipsforthebrick-and-mortarretailer.Further,thereisevidencethatsensorystimulisuchasmusic,colorandlightingcaninfluencetheamountoftimeandmoneywhichashopperspendsinaretailestablishment(e.g.,HerringtonandLouis,1994).Fortheeretailer,thesensoryshoppingexperiencemustbeplayedoutonthetemplateofthewebpage.Thusfar,twoofthemostcommonwaysusedtomeasurewebsiteeffectivenessarethe2numberofeyeballsorclickthroughs.Thesemeasuresmerelycapturehoweffectivethefirmsstrategyisinregardstodrivingtraffictothesite.Tomeasurehoweffectiveasiteisintermsofdevelopinganappropriatee-retailsensoryenvironmentrequiresmeasuringtheattitudetowardthesitedesignandintentiontorevisit.Inthecaseofasitedesignedforretailsales,purchaseswouldbeanadditionalmeasure.Inthestudypresentedinthispaper,thefocusisonattitudetowardsthesitedesignandintentiontorevisit.Websitedesignpresentsanewchallengeformarketersconversantinprintmedia.Unfortunately,manycompanieshavetakenwhattheydevelopedforothermedia(magazineadvertisements,catalogues,etc.)andapplieditdirectlytotheirwebsite(e.g.,).Othersinvolvedinwebpagedesignbelievethatthetheoriesthathaveevolvedforeffectiveuseofprintmediadonottransferwelltotheweb.Forexample,whendesigningadsforanewspaper,onehasalargecanvastoworkwithwhichlendsitselftostriking,intricatedesigns.Yet,newspaperlayoutdoesnottransfertothewebasacomputerscreencannothandlethesamevolumeofinformationeffectively(Nielsen,1999).Consequently,simplicityofdesignhasbecomethemantraofsomewebdesigngurus.Manyelementsofdesignandgraphicartcanbeusedtoconveycontentontheweb.Thechoicesaretrulyendless.Elementsofspace,useofimages,sizeofimages,useofanimationand/oraudio,numberofwordsperline,colorandsizeofcharactersareamongjustafewofthesefactors.Additionally,theworkofcontentdesigndoesnotstopwithselectingtheappropriateelementsfortheparticularaudience.Contentdesignalsoinvolvesdecidingontheplacementofthoseelementstofacilitatetheiruse.ThePreferenceFrameworkofKaplanandKaplan(1982)andKaplanetal.(1998)providesameansofsortingoutthesemanyoptionsanddesigninganeffectiveweblandscape.CognitivelandscapesTheworkofRachelKaplanandStephenKaplannowspansseveraldecades.Theirresearchexaminesphysicalenvironmentsinanattempttodeveloppatternsforenvironmentaldesignsthatincorporatetheendusersuseofenvironmentalcues,thus,makingiteasierforpeopletoprocessinformationandfunctioneffectively.KaplanandKaplansresearchisalsopredicatedonthelovehaterelationshipthat3peoplehavewithinformation.Weareinundatedwithinformationfromawidevarietyofsources.Someofthisinformationisimportant;someofitistrivial.Marketersareoftenaccusedoftryingtomakeusthinkitisallimportant.Inthecaseofwebdesign,manydevelopershavelamentedthattheyjuststartedpilingontheelementsandoncetheyputthingsin,theywereafraidtotakethingsout(Hamilton,1999).Thetargetofthisinformationblitzkriegareleftwithistheoneroustaskofsortingthroughallofit.Onewayinwhichhumanscopewithprocessinginformationisthroughtheuseofcognitivemaps.Usingacognitiveormentalmapprovidesuswithameansofsortingandstoringinformationfromourenvironment.Cognitivemapsareanaccumulationorsummaryofexperiences.Humansdrawonthesemapstomaketheirwaythroughanenvironment.Thesemapsinfluencehowtheenvironmentfeelstothatperson,whatisnoticed,whatisignored(KaplanandKaplan,1982,pp.56).Havingacognitivemap,however,isnotenough.Humansmustbemotivatedtouseandextendthesemapsthroughenvironmentsdesignedtotakeadvantageofthesecognitivemaps(Kaplan,1973a).Peopleappreciateandaremotivatedtouseinformation,whichhelpsthemexpandpreviousknowledgecontainedintheircognitivemaps.Ontheotherhand,theyhavetroubleunderstandingandarenotmotivatedtouseinformation,whichisnotconnectedtothemapstheyalreadyhave.Further,providingtoomuchinformationcreatesabarriertoengagingtherecipientsinternalmap.Cognitivemapsallowsomeonetogowherehe/shehasneverbeenbefore.Byrecallingpreviousexperiencesstoredinthecognitivemaps,anindividualgainsalevelofconfidenceinhis/herabilitytofindhis/herway(Kaplanetal.,1998).Forexample,havingtraveledonsubwaysinNewYorkorBoston,anindividualtravelingtoWashington,DCforthefirsttimewouldbeabletodrawonhis/hercognitivemapofasubwaysystemandbeabletoanticipatehowhe/shewouldnavigatefromPointsAtoB.MethodThisempiricalstudywasdesignedtodevelopandtesttheWSPS,whichrepresentsthefirstphaseofalargerresearchprogram.Theoverallgoaloftheprogramistoidentifythe4contentelements,whichcanfacilitatepreference,thus,providingsitedeveloperswithguidanceastohowtocultivaterepeatvisitsthroughattractivecognitiveenvironments.ThisrepresentsafirststepinestablishingthattheWSPSmaybeanindicatorofeffectivewebdesignfromaninformationprocessingperspective.Thefourdimensionscoherence,complexity,legibilityandmysterywhichcomprisetheWSPS,wereoperationalizedasafive-pointratingscale.Eachdimensionwasmeasuredusingmultipleitems.Theseitemsweredevelopedthroughavarietyoftechniques.First,studiesusedtodevelopthePreferenceFrameworkwerereviewedforinsightintoitemformat.Second,toadoptthesequestionstotheweb,criticalincidenttechniquewasutilized.Inthisphaseofquestionnairedevelopment,open-endedquestionswereadministeredtoastudentpopulationwiththesamedemographiccharacteristicsasthoseusedinthestudypresentedbelow.Forexample,therespondentswereaskedtoidentifycharacteristicsofwebsitestheyliked(e.g.,whathelpedthemtomakesenseof”awebsite).TheseresponseswerethencontentanalyzedusingthethemesfromtheworkofKaplanandKaplan(1982)andKaplanetal.(1998).Webeffectivenesswasoperationalizedastwoseparateitems,(1)overallimpressionofthesiteand(2)likelihoodofrevisit.Theseitemsweremeasuredusingafive-pointratingscale.Thereisprecedenceinthemarketingliteraturefortheuseofsingleitemmeasures(e.g.,AndersonandNarus,1990).Aninitialdraftofthequestionnairewaspretested.Inrefinementofthisinstrument,twosetsofanalyseswereperformedonthedata.First,factoranalysiswasperformedtoascertainwhethertheitemsloadedonthedimensionstheywerewrittentorepresent.Inthisanalysis,threefactorsemergedwhichfitwellwithKaplanandKaplans(1982)andKaplanetal.s(1998)dimensionsofcoherence,complexityandlegibility.Becausemysterydidnotemergeasafactor,additionalitemswerewrittenintheattempttobetterdelineatethisdimension.Oneitem,isfriendlytofirsttimevisitorswaschangedtowouldbefriendlytofirsttimevisitorsintheattempttocapturethefuturetemporalaspectofmystery.Subjectsinthestudywere211undergraduatestudentsattwoNortheasterninstitutions5ofhighereducation.Thegroupwascomprisedofanequalnumberofmalesandfemaleswithanagerangeof1825.Afterremovalofincompletesurveys,2035usableresponsesweregathered.ThesubjectsInternetbehaviormatchedthetypicalwebusersbehavioratthetimeofdatacollection(InternetUseTrends:Mid-Year,1999).While49%hadneverpurchasedonline,theirwebresearchbehaviorindicatesgreaterfamiliaritywiththeweb.Only1%ofthesubjectsneverusethewebforresearchandover82%usethewebonaweeklybasis.Consequently,thesubjectsweregenerallyconversantinnavigationontheweb,butnotnecessarilyheavypurchasers.Again,thiswasconsistentwiththewebbehaviorofconsumers.Thestudentswereaskedtoevaluatethewebsiteswhilethinkingofthesiteasawhole.Thesitesselectedrepresentthebroadspectrumofsites,whichwebsurfersmightvisit.Researchsites(e.g.,MarketGuide)aswellasretailsites(e.g.,L.L.Bean)wereselected.Thee-retailerswereselectedfromavarietyofcategories,whichthispopulationmightpatronize.Asactualwebsiteswerechosenforthisstudy,thesubjectsfamiliaritywiththesitesaswellasfamiliaritywiththebrandswerealsoassessedasapartofbackgrounddatacollectionefforts.6中文翻译介绍无论是测量还是使用，网络是庞大的。现在绝大多数的美国家庭有电脑，在过去的一年(2000)，64%的12岁以上的美国人使用互联网，到了2002年，零售销售额预计将达到740亿美元。正是如此，难怪大多数公司觉得他们今天至少需要有一定程度的网络。所有企业的Web项目面临考虑的问题是如何建立一个成功的网站。亚马逊，花费了数百万美元建立和维护他们的网站，创建亚马逊品牌。在其鼎盛时期,亚马逊的估值认为，至少在某种程度上，它能捕获和保留住顾客的注意力。因此,许多电子零售商采用了亚马逊网站设计格式来开发自己的网站。相比之下,传统零售商选择的是能替代了亚马逊模式的上网模式。他们趋向于将工作由实体世界转移到互联网上。然而，即使是经验丰富的如迪斯尼一般的零售商也很难通过正确的公式来创立成功的网站。越来越多的公司利用互联网，重要的是要了解驱动器利用的一个站点。最近的一研究表明，高质量的内容、缓解使用、更新的速度和频率是重复访问的四大关键因素。然而，另一项研究表示至少50%这种规模的美国和英国零售商未能满足客户的购物体验。然而一种吸引游客到网站的营销理念开始出现，如何将上网者重复通过有效网页设计是一个不容易理解的现象。从业人员的现场设计和建议内容丰富,往往是相互矛盾的。研究提出了一种方法从认知心理学的角度来发展有效的web设计检查网络。环境心理学家的工作瑞秋卡普兰和斯蒂芬卡普兰提供了一种方法，如何促进互动体验认知环境的概念。卡普兰他们认为环境提供许多信息、迹象、图标，有或没有言语。他们的研究认知心理学应用于物理的设计风景。通过他们的研究,他们发现信息需求影响偏好某些设计。人们都想理解和参与进他们的设计中来。利用从认知原则，卡普兰和卡普兰证明心理学对开发设计具有促进意义。在许多方面,设计有效的web内容非常类似于物理景观设计。计算机交互之间是强烈的认知观念和偏好。交互性意味着不仅感知网络格局，而且进入它的“经历”空间。为了开发一个更好地了解是什么构成高质量的网页内容(即。设计，便于访问和购买)，作者提出了网站偏好量表(wsp)来评估有效网页设计，这一个网站是一个基于视角认知的设计。简短的讨论之后的web内容，卡普兰和卡普兰的认知心理学的应用物理景观(偏好框架)。然后扩展到偏好框架Web环境。一个探索性研究设计开发wsp是然后提交。最后对项目的研究的结论和未来进行了讨论。网页内容研究一再表明,感知购物体验有助于使顾客和零售商建立客户关系的实体。此外，有证据表明，音乐、色彩和照明这样的感官刺激可以影响购物者花在零售设施上的的时间和金钱。对于零售商，感觉必须扮演的购物体验web页面的模板。到目前为止,用来测量网站有效性的两种最常见的方式是“眼球”或点击率的数量。这些措施仅仅捕获效果如何公司的战略是关于驾驶交通网站。来衡量一个网站是如何有效开发适当的电子零售感官环境需要测量网站设计的态度和意图重新审视。在网站设计的零售销售的情况下,购买是一个额外的措施。在这项研究中提出论文的重点是网站设计和态度。网站设计对平面媒体的营销人员提出了一种新的挑战。不幸的是,许多公司将他们开发其他媒体(杂志、广告、目录等)直接应用到他们的网站(如)。其他参与人员认为在网页设计中的理论有效使用平面媒体的进化不转移web。例如，7当设计一个广告的报纸时，有一个大帆布,适合工作、引人注目的、错综复杂的设计。然而,报纸布局转到web作为电脑屏幕不能处理同样多的有效信息(尼尔森，1999)。因此,简单的设计已经成为了一些网页设计大师的魔咒。使用许多元素的设计和图形艺术用来在网络上传达内容的选择是无止境的。元素的空间，使用图像，图像的大小，使用动画和/或音频、每行字数,颜色和大小的字符是几个这些因素之一。此外,内容设计不停止的工作应选择适当的元素为特定的听众。内容设计还包括决定这些元素的位置来促进他们的使用。卡普兰和卡普兰(1982)和卡普兰etal。(1998)提供了一种解决这些许多的选项和设计一个有效的网络格局的框架。认知的设计雷切尔卡普兰和斯蒂芬卡普兰现在的工作跨越了几十年。他们研究检查身体环境环发展模式的一次尝试设计，整合终端用户的使用环境因素，从而,使人更容易有效地处理信息和功能。卡普兰和卡普兰的研究也是建立在人与各种泛滥的信息的爱恨交加的关系上。其中一些信息是非常重要的；一些是