• Science of Emotion and Sensibility
• /
• v.8 no.3
• /
• pp.221-229
• /
• 2005

This study aimed to understand the sex differences in cognitive behaviors in website design and demonstrate a practical basis for utilizing these differences into more user-centered design concept. Especially, we focused on the sex-different preference according to the information architecture of website navigation. First, We investigated general differences between men and women in cognitive behaviors through various literature studies. According to our investigation, men's cognitive works generally tend to follow a regular sequence and proceed step by step. On the other hand, women's cognitive style is generally characterized by random generation and simultaneous progress. To examine that these differences can be found in use of website navigation, we made an experiment in website design. We designed several test websites that have same contents but different style of navigation structure. A similar number of men and women were chosen for this test and they implemented given tasks. During the test, participants reported their preference on each websites and their implementing time and number of errors were collected. Based on the analysis of test data, it was possible to conclude that male participants' preference for the navigation with a narrow and deep information structure is relatively higher than female participants' preference for the same navigation, On the other hand, female participants have a preference of the navigation with a broad and swallow information structure. The result of study showed that there is a close correlation between the sex differences in preference of navigation types and the general sex differences in cognitive behavior. This finding can be used as a basis for designing the website navigation in which sex differences are reflected.

• Proceedings of the Korea Society of Design Studies Conference
• /
• 2002.05b
• /
• pp.42-43
• /
• 2002

• Proceedings of the Korea Society of Design Studies Conference
• /
• 2002.11b
• /
• pp.112-113
• /
• 2002

• Korean Management Science Review
• /
• v.21 no.2
• /
• pp.123-143
• /
• 2004

Internet shoppers interact with Internet shopping mall systems while they shop. To understand why Internet shoppers make purchase, this study view Internet shopping malls as information systems. Although this view point seems reasonable, little previous studies employing this perspective are found in the relevant literature. This study develops a research model where Internet shoppers' transaction intentions are affected by the mediating effects of trust and satisfaction. Trust can mitigate uncertainty of the e-commerce environment for consumers, and satisfaction is widely used to measure the effectiveness of information systems. Therefore, we consider them as key elements in this study. We further employ the construct of website quality to explain why shoppers have different levels of trust and satisfaction. We classify website quality into information quality, system quality. and design quality. We collected 282 survey responses from Internet shoppers who have prior experiences with Internet shopping malls to purchase a product or service. The survey data are used to empirically test the proposed nine research hypotheses using LISREL. The LISREL results indicate that information quality and design quality have significant impact on both satisfaction and trust, while system quality has little relation to trust level. Further, trust is shown to have significant influence on satisfaction. Finally. both trust and satisfaction is strongly related to the future transaction intention.

• Journal of Korean Institute of Industrial Engineers
• /
• v.30 no.1
• /
• pp.17-26
• /
• 2004

In this study, the usability evaluation of a menu-structure was performed using spreading activation model with respect to human's memory retrieval. Spreading Activation Model is effectively used to understand the process of information retrieval, so it can be used as a theoretical background for modeling of the process of human's information retrieval. For spreading activation test (SAT), subjects were presented with 67 pairs of menu titles, which consist of a menu title in the high level menu item and a menu title for the next lower level menu item, from Korea University's web site. For performance tests, three scenarios were developed with longer reaction times and ambiguous associations found in the SAT to reflect the existing problems of the website. As a result, the SAT was found to bean effective tool to enhance the website usability because the SAT could bea substitute for the performance test with a high correlation $({\rho}=0.735,\;{\alpha}=0.05)$. After remaining menu titles with slow reaction times and ambiguous associations found in SAT, the website usability was significantly improved with faster reaction times and less ambiguous associations proven with smaller number of web-page visits. Therefore, the SAT could be used as a methodology to design and evaluate the user-centered menu structure related to human's association structure.

• Knowledge Management Research
• /
• v.10 no.1
• /
• pp.33-51
• /
• 2009

This study is concerned with exploring how much initial trust transfers between the two websites based on their design levels. Internet users tend to perceive trust towards websites when their design factors look persuasive. For example, well-designed websites can arouse more trust in users than poorly-designed websites. Online trust transfer between websites has been studied among several researchers. However, there is no study investigating how much initial trust transfers from well-designed websites to poorly-designed websites or vice versa. In this sense, this study fills this research void by empirically analyzing initial trust transfer between the two websites based on their design levels. Empirical results prove that design levels of websites affect initial trust transfer between websites significantly.

• Proceedings of the Korea Society of Design Studies Conference
• /
• 2002.05b
• /
• pp.156-157
• /
• 2002

• Proceedings of the Korea Society of Design Studies Conference
• /
• 2002.05b
• /
• pp.234-235
• /
• 2002

• Proceedings of the Korea Society of Design Studies Conference
• /
• 2003.05a
• /
• pp.58-59
• /
• 2003

• Proceedings of the Korea Society of Design Studies Conference
• /
• 2005.05a
• /
• pp.292-293
• /
• 2005