北京邮电大学毕业设计

参考文献

[1] 张孝祥,徐明华. Java基础与案例开发详解. 清华大学出版社, 2009 [2] 杨学瑜,高立军. 软件开发过程与项目管理. 电子工业出版社，2008 [3] 黎连业,王华,李淑春. 软件测试与测试技术. 清华大学出版社，2009 [4] James D. McCaffrey等. NET软件测试自动化之道[M]. 电子工业出版

社, 2007

[5] 张大方,李玮等. 软件测试技术与管理[M]. 湖南大学出版社，2007 [6] 张文静,林琪. JSP程序设计. 人民邮电出版社, 2005

[7] 孙卫琴,李洪成. Tomcat与Java Web开发技术详解. 电子工业出版

社, 2005

[8] (美)H.M.Deitel,P.Jdeitel. Java程序设计教程(第五版). 清华大学出

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[9] (美)Elliotte Rusty Harold. Java Network Programming. 东南大学出

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[10](美)John J.Patrick. SQL基础(第二版). 清华大学出版社, 2004

[11] Jonathan W.Palmer. Web Site Usability,Design,and Performance

Metrics.Information Systems Research, 2002

[12] Deborah E.Rosena,Elizabeth Purintonb. Website design:Viewing the

web as a cognitive landscape. Journal of Business Research, 2004

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北京邮电大学毕业设计

致 谢

我在设计（论文）期间都是在苏小锐老师全面、具体指导下完成进行的。苏老师渊博的学识、敏锐的思维、民主而严谨的作风使学生受益非浅，并终生难忘。

也感谢冯秀芳老师等在毕业设计工作中给予的帮助。

同时我也要感谢这四年中和我风雨与共，互相帮助，互相扶持的许许多多的同学、朋友们。献上我最深切的感谢，最真挚的祝福。

在21世纪，人们对未来有着许多美好的愿望和设想。现代科学技术的飞速发展，改变了世界，也改变了世界的生活。作为新世纪的大学生，我应当站在世界的发展前列，掌握现代科学技术知识，调整自己的知识结构和能力结构，以适应社会发展的要求。新世纪需要具有丰富现代科学知识、能够独立解决面临任务、有创新意识的新型人才。我会在以后的工作和学习中不断完善自己，为我最热爱的母校争光，为自己翻开辉煌的新篇章。

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北京邮电大学毕业设计

外文原文

Introduction

By whatever measure used, the web is big. The majority of American homes now have computers, 64% of Americans age 12 or older have used the Internet in the past year (CyberAtlas, 2000), and retail sales are projected to reach US$74 billion by 2002 (Forrester Research, 2001). It is, then, no small wonder that most companies feel that they need at least some level of web presence today. The question facing all companies contemplating web initiatives is how to build a successful website.

Amazon has raised and spent millions of dollars on building and maintaining their site, and creating the Amazon brand. During its heyday, Amazon’s valuation was attributed, at least in part, to its ability to capture and hold their customers’ attention. As a result, many e-retailers adopted the Amazon web design format when developing their own sites. By contrast, traditional retailers going online provide an alternative to the Amazon model. Their tendency is to transfer what works in the brick-and-mortar world to the Internet. However, even the seasoned retailers (e.g., Disney) are finding it difficult to create the right formula to succeed online (Couzin, 2000).

With the increasing number of companies taking advantage of the Internet, it is important to understand what drives utilization of one site over another. A recent study by Forrester Research indicates that high-quality content, ease of use, speed and frequency of updating are the top four factors contributing to repeat visits (Numbers, 1999). Yet, another study of 50 shopping sites run by US andUK retailers indicated a failure to satisfy the customer’s shopping experience on at least some of these dimensions (Kane, 1999).

While an understanding of marketing strategies that attract visitors to websites is beginning to emerge (e.g., Schwartz, 1996), how to convert web surfers to repeat visitors through effective web design is a less well-understood phenomenon. Practitioners’ advice on site design and content abound and is often conflicting. The research presented in this paper suggests that one way to assist in the development of effective web designs is to examine the web from the perspective of cognitive psychology.

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北京邮电大学毕业设计

The work of environmental psychologists, Rachel Kaplan and Stephen Kaplan, provides a means of understanding how to facilitate the interactive experience through the concept of a cognitive environment. Kaplan and Kaplan view environments as providing information in many ways—through signs, icons, with or without words. Their studies apply cognitive psychology to the design of physical landscapes. Through their research, they have found that informational needs influence preferences for certain landscapes. People both want to make sense of and get involved in their landscapes. By utilizing principles from cognitive psychology, Kaplan and Kaplan have demonstrated that it is possible to develop landscapes, which facilitate sense making and involvement.

In many ways, designing effective web content is very similar to designing a physical landscape. Computer interaction is intensely cognitive involving perceptions and preferences. Interactivity implies not only perceiving the web landscape, but also entering into it and ‘‘experiencing’’ the space

In an attempt to develop a better understanding of what constitutes high-quality web content (i.e., design which facilitates revisit and purchase), the authors propose the Website Preference Scale (WSPS) as a way to assess effective web design based on the perspective that a website is a cognitive landscape. After a brief discussion of web content, Kaplan and Kaplan’s application of cognitive psychology to physical landscapes (the Preference Framework) is presented. The Preference Framework is then extended to the web

environment. An exploratory study designed to develop the WSPS is then presented. Finally, conclusions and a future program of research are discussed. Web content

Research has repeatedly demonstrated that the sensory shopping experience contributes to making the sale and building customer relationships for the brick-and-mortar retailer. Further, there is evidence that sensory stimuli such as music, color and lighting can influence the amount of time and money which a shopper spends in a retail establishment (e.g., Herrington and Louis, 1994). For the eretailer, the sensory shopping experience must be played out on the template of the web page.

Thus far, two of the most common ways used to measure website effectiveness are the

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北京邮电大学毕业设计

number of ‘‘eyeballs’’ or clickthroughs. These measures merely capture how effective the firm’s strategy is in regards to driving traffic to the site. To measure how effective a site is in terms of developing an appropriate e-retail sensory environment requires measuring the attitude toward the site design and intention to revisit. In the case of a site designed for retail sales, purchases would be an additional measure. In the study presented in this paper, the focus is on attitude towards the site design and intention to revisit.

Website design presents a new challenge for marketers conversant in print media. Unfortunately, many companies have taken what they developed for other media (magazine advertisements, catalogues, etc.) and applied it directly to their website (e.g.,

www.pathfinder.com). Others involved in web page design believe that the theories that have evolved for effective use of print media do not transfer well to the web. For example, when designing ads for a newspaper, one has a large canvas to work with which lends itself to striking, intricate designs. Yet, newspaper layout does not transfer to the web as a computer screen cannot handle the same volume of information effectively (Nielsen, 1999). Consequently, simplicity of design has become the mantra of some web design gurus. Many elements of design and graphic art can be used to convey content on the web. The choices are truly endless. Elements of space, use of images, size of images, use of animation and/or audio, number of words per line, color and size of characters are among just a few of these factors. Additionally, the work of content design does not stop with selecting the appropriate elements for the particular audience. Content design also involves deciding on the placement of those elements to facilitate their use. The Preference Framework of Kaplan and Kaplan (1982) and Kaplan et al. (1998) provides a means of sorting out these many options and designing an effective web landscape. Cognitive landscapes

The work of Rachel Kaplan and Stephen Kaplan now spans several decades. Their research examines physical environments in an attempt to develop patterns for environmental designs that incorporate the end users’ use of environmental cues, thus, making it easier for people to process information and function effectively.

Kaplan and Kaplan’s research is also predicated on the love–hate relationship that people

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