娑堣垂鍐插姩涓庡晢涓氭満浼氾細澶氬睆鏃朵唬鐨勪笁嬈＄偣鍑誨師鍒��/title> <meta name="viewport" content="width=device-width, initial-scale=1, maximum-scale=1, user-scalable=no"> <meta name="applicable-device" content="pc,mobile"> <meta name="keywords" content="鍟嗕笟鏈轟細,閫夐」,灞忓箷涓婄殑鑱𤪦槑鍐崇瓥,綰︿功浜��鍔犺澆"> <meta name="description" content="濡傛灉浣犵啛鎮夌綉欏佃𤂌璁★紝灝變細瀵逛笂榪板緩璁𡸽駭鐢熸槑鏄劇殑寮傝𠄘銆傗��鐒惰��榪欎簺鎶辨��瀹為檯涓婂茍涓嶆槸閽堝槹鐐瑰嚮嬈℃暟錛屸��浠栧啓閬擄紝鈥滆繖銆��浜涙姳鎬ㄩ拡瀵圭殑鏄𣇹棤娉曟壘鍒版兂瑕佺殑涓滆タ銆傝𣼵瑙ｅ喅榪欎釜闂矅𡣑錛堜篃鏄羏𡎎澶氬湪綰塊浂鍞𣈱晢闈𥫩復鐨勯棶棰橈級錛屾垜浠䀄渶瑕佽瘯楠屼竴縐嶆洿鏂伴㛡鐨勮В鍐蟲柟妗堬紝涔熷彧鏈夊湪榪欎釜鍏呮枼鐫��睆騫曠殑涓栫晫鎵嶈兘瀹炵幇鐨勬柟妗堛��" /> <meta name="filetype" content="0"> <meta name="publishedtype" content="1"> <meta name="pagetype" content="1"> <meta name="catalogs" content="52296"> <meta name="contentid" content="11682225"> <meta name="publishdate" content="2017-01-19 08:54:46" /> <meta name="author" content="鏉ㄧ湡鏂��> <meta name="source" content="涓㥣浗緇忔祹緗��> <link href="http://103.249.53.35/images/main201510.css" rel="stylesheet" /> <link href="http://103.249.53.35/images/article201511.css" rel="stylesheet" /> <script type="text/javascript" src="http://103.249.53.35/images/jquery-1.4.2.min.js@OldUrl;@JS;http://culture.taiwan.cn/lawhsx/201701/t20170119_11682225.htm_.js"></script> <script type="text/javascript" src="http://103.249.53.35/images/fontsize_global_new_2015.js@OldUrl;@JS;http://culture.taiwan.cn/lawhsx/201701/t20170119_11682225.htm_.js"></script> <script type="text/javascript" src="http://ats.taiwan.cn/images/trs_rollpage.js@OldUrl;@JS;http://culture.taiwan.cn/lawhsx/201701/t20170119_11682225.htm_.js"></script>  </head> <body>  <div id="tw_top"> <div class="tw_topbox"> <a class="tw_arrow_s" href="http://103.249.53.35/"><img src="http://103.249.53.35/images/tw_arrow_20160108.png" /></a> <div class="logo_s"><img src="http://103.249.53.35/images/logo_s.jpg" /></div> <div class="tw_date left"><script type="text/javascript" src="http://ats.taiwan.cn/images/clock_time.js@OldUrl;@JS;http://culture.taiwan.cn/lawhsx/201701/t20170119_11682225.htm_.js"></script></div> <div class="tw_languge right"><span></span><a href="http://103.249.53.35/gate/big5/big5.taiwan.cn/" target="_blank">綣佷綋</a><span>|</span><a href="http://103.249.53.35/gate/big5/eng.taiwan.cn/" target="_blank">English</a></div> </div> </div>   <div id="tw_head"> <a href="http://103.249.53.35/"><img src="http://103.249.53.35/images/tw_logo_2015.gif" width="180" height="60" class="tw_logo_img left" /></a> <div class="tw_hdad right"><a href="http://y.taiwan.cn/" target="_blank"><img src="http://103.249.53.35/hp2015/ytlsbannerq/201512/W020160913386111201880.jpg" title="ad9_210*60" alt="ad9_210*60" /></a></div> <form id="baiduSearchContainer" class="input-group" target="_blank"><input class="tw_search_text" id="bdcsMain" type="text" /><span class="input-group-btn "><input class="tb_search_btn" type="submit" value="" title="鎼滅儲" /></span></form> <div class="tw_key"><strong>鍏抽敭璇嶏細</strong><div id="bdcs-rec"></div></div> </div> <div id="tw_nav"> <ul> <li><a target="_blank" href="http://103.249.53.35/">棣栭〉</a></li> <li><a target="_blank" href="http://103.249.53.35/xwzx/">鏂伴椈</a></li> <li><a target="_blank" href="http://103.249.53.35/plzhx/">璇勮撐</a></li> <li><a target="_blank" href="http://103.249.53.35/taiwan/">鍙版咕</a></li> <li><a target="_blank" href="http://103.249.53.35/gate/big5/v.taiwan.cn/">瑙嗛𥐯</a></li>  <li><a target="_blank" href="http://103.249.53.35/gate/big5/econ.taiwan.cn/">緇忚錘</a></li>  <li><a target="_blank" href="http://103.249.53.35/local/">鍦版柟</a></li> <li><a target="_blank" href="http://103.249.53.35/gate/big5/travel.taiwan.cn/">鏃呮父</a></li> <li><a target="_blank" href="http://103.249.53.35/tp/">圖片</a></li>   <li><a target="_blank" href="http://103.249.53.35/gate/big5/culture.taiwan.cn/">文化</a></li>  <li><a target="_blank" href="http://103.249.53.35/gate/big5/agri.taiwan.cn/">農業</a></li>  <li><a target="_blank" href="http://103.249.53.35/gate/big5/pic.taiwan.cn/">圖庫</a></li> </ul> </div>   <div id="tw_mainad">   <script type="text/javascript">//<![CDATA[ ac_as_id = "mm_114896513_13668621_57662842";ac_format = 1;ac_mode = 1;ac_group_id = 1;ac_server_base_url = "afpeng.alimama.com/"; //]]></script> <script type="text/javascript" src="http://103.249.53.35/gate/big5/afpmm.alicdn.com/g/mm/afp-cdn/JS/k.js@OldUrl;@JS;http://culture.taiwan.cn/lawhsx/201701/t20170119_11682225.htm_.js"></script>  </div>  <div id="tw_artmain"> <div class="tw_place"><a href="http://103.249.53.35/" target="_self">台灣網</a> > <a href="http://103.249.53.35/gate/big5/culture.taiwan.cn/" target="_self" title="兩岸文化" class="CurrChnlCls">兩岸文化</a> > <a href="http://103.249.53.35/gate/big5/culture.taiwan.cn/lawhsx/" target="_self" title="書訊" class="CurrChnlCls">書訊</a></div> <h1 class="art_tit">消費衝動與商業機會：多屏時代的三次點擊原則</h1> <div class="art_time">2017年01月19日 08:54:46 來源：中國經濟網 <div class="art_font"><div style="float:left;margin-top:-6px;">  <div class="bdsharebuttonbox"><a href="#" class="bds_more" data-cmd="more"></a><a href="#" class="bds_qzone" data-cmd="qzone" title="分享到QQ空間"></a><a href="#" class="bds_tsina" data-cmd="tsina" title="分享到新浪微博"></a><a href="#" class="bds_tqq" data-cmd="tqq" title="分享到騰訊微博"></a><a href="#" class="bds_renren" data-cmd="renren" title="分享到人人網"></a><a href="#" class="bds_weixin" data-cmd="weixin" title="分享到微信"></a></div> <script>window._bd_share_config={"common":{"bdSnsKey":{},"bdText":"","bdMini":"2","bdMiniList":false,"bdPic":"","bdStyle":"0","bdSize":"16"},"share":{}};with(document)0[(getElementsByTagName('head')[0]||body).appendChild(createElement('script')).src='http://103.249.53.35/gate/big5/bdimg.share.baidu.com/static/api/js/share.js?v=89860593.js?cdnversion='+~(-new Date()/36e5)];</script>  </div><div style="float:left;"><a href="javascript:window.print();"><img src="http://ats.taiwan.cn/images/jingmao_34.gif" align="top" /></a>字號：<a href="javascript:void(0);" class="smallFont">小</a> <a href="javascript:void(0);" class="medFont">中</a> <a href="javascript:void(0);" class="largeFont">大</a></div></div> </div> <div class="art_con left"> <div class="art_txt fontsizebox"> <div class=TRS_Editor><p align="center"><img src="http://103.249.53.35/gate/big5/culture.taiwan.cn/lawhsx/201701/W020170119320852129792.jpg" alt="" OLDSRC="W020170119320852129792.jpg" /></p> <p align="center" class="pictext">《螢幕上的聰明決策》北京聯合出版公司</p> <p>　　如果你熟悉網頁設計，就會對上述建議產生明顯的異議。這個異議的根據就是三次點擊原則，至少在一些界面設計師眼中，這條定律被奉為行業圭臬。這條定律解釋起來很簡單：用戶會逃離任何在三次點擊內無法完成某項任務的網站。雖然這條規則制定的時間要追溯到撥號數據機和移動網路覆蓋不成規模的時代——網頁似乎永遠載入不出來，要麼就索性沒有反應，但它當時仍有廣泛的實用意義。如果這個定律成立，那它對於任何採取分類法的選擇架構都會持強烈的批評態度，因為每個分類選項就是一次點擊。當我把咖啡選項控制到可以管理的考慮集時，比如點擊到最吸引人的那些類別時，就幾乎用盡了規定的點擊數。我就不會再有精力去選擇一種咖啡了。我想這個三次點擊原則可能也是亞馬遜繼續在其搜索頁面上提供很多選擇的原因之一吧。畢竟，這家公司從“一鍵下單”的購物按鈕專利中取得了巨大的成功——它非常在乎最小化你的點擊次數。</p> <p>　　但是有證據表明三次點擊原則真的成立嗎？未必。在用戶界面工程公司（User Interface Engineering）發表的一項研究中，約書亞· 波特（Joshua Porter）表示，點擊次數和在網頁上完成某項任務沒有相關性。實際上，他發現許多用戶如果覺得每次點擊能幫助自己不斷接近所要尋找的內容時，最多願意點擊25 次。波特指出，最常見的用戶抱怨是，要花很長時間才能找到某個產品。“然而這些抱怨實際上並不是針對點擊次數，”他寫道，“這</p> <p>　　些抱怨針對的是無法找到想要的東西。如果用戶找到了想要的東西，他們不會抱怨點擊的次數。”</p> <p>　　目標不應該是減少點擊次數，相反，網站應該力圖讓每一次點擊都有用。我可以改寫一下定律，變成“三次無效點擊”理論，因為無效點擊顯然會趕走用戶。研究表明，點擊類別能幫助我們分解過多選項，得到便於管理的考慮集（傳統意義的考慮集常常會受到廣告的強烈影響），然後就能找到最符合我們需求的產品。</p> <p>　　可是還會有一種難以預料的情況。分類法在縮小最終考慮集到可控數量時效果顯著，比如縮小到三四個選項，但如果點擊了所有相關類別後，我們得到的還是30 種咖啡豆或者20 种醫保方案要怎麼辦？在這些情況下，最終的考慮集還是太大，所有的可能性還是會讓我們不堪其擾。要解決這個問題（也是許多線上零售商面臨的問題），我們需要試驗一種更新穎的解決方案，也只有在這個充斥著螢幕的世界才能實現的方案。</p></div> <p class="editor">[責任編輯：楊真斌]</p> </div> <div class="page"> <script type="text/javascript"> createPageHTML(1, 0, "t20170119_11682225", "htm"); 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