二十一世紀的今日，網路已成為人類生活的一部分，並且網路上的使用者擁有更大的主控 權與選擇權，也唯有符合使用者需求的設計，才會吸引更多使用者的青睞。因此，本研究採用 結合質化與量化研究優點的交互式質性研究方法（interactive qualitative analysis, IQA），來探索 潛藏使用者內心的複雜心智想法，參與者為15-24 歲網路使用經驗8 年以上的熟手，第一階段 焦點團體有9 位、第二階段深入訪談有8 位。研究結果發現：(1) 網路使用者認為一個好的網 站應具備速度與效能、好的網站內容與管理、實用的使用者互動功能、良好的使用者互動介面、 避免負觀感的網路廣告。(2) 網路使用者為速度與效能導向，並對網路廣告有負觀感。(3) 使用 者需求(UR)在網站使用者的心智模式上扮演了重要影響因素。(4) 網路使用者的心智模式呈現 多元多變的特性。

As the Internet becomes integrating into human life in 21st century and Internet users have owned more domination and options, only the design fitting their demands can attract more users. However, user’s model differs from design model. The designer follows the conceptualization in one’s own mind to design system image. The user uses this system according to previous experiences and one’s mental model. Therefor, user is prone to judge incorrectly or be unable to interpret the message that the website system image intends to transmit.
The purpose of the study tries to find the mental models of Internet users. I demonstrate a methodology for extracting and analyzing mental models by Interactive Qualitative Analysis (IQA) approach, which is based on the desire to combine the complementary strengths of qualitative and quantitative research. The participants are between 15-24 years old and the users shall be expert users who are familiar with using Internet and have used Internet for at least 8 years. There are 9 participants in the focus group and 8 participants in the interview. The major findings of the study are: (1) Internet users think that a good website should have the speed and efficiency, good website content and management, useful user interaction functions, good user interactive interface and avoid the negative perception of web advertisement. (2) Internet users are speed & efficiency orientated (SE-orientated) and negative perception of web advertisement (negative perception-WA). (3) UR is an important affinity to keep in Internet users. (4) Internet users’ mental model usually varies.