Transcript Use and evaluation of the web - Department of Communication

Use & evaluation of the web:
A case in Hong Kong
Kara Chan and Brian Wong
Hong Kong Baptist University
Use of IT in companies, 2000
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PC penetration
52%
Internet connectivity 37%
Web site
7%
Business receipt received thru electron
means
US$0.6 billion in 1999
• E-business (purchase, receipt, selling,
delivery,
• Services or information) 35%
Use of IT in homes, 2000
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PC penetration (HH)
50%
Internet connectivity (HH)
36%
Use internet service (individual)
30%
Mostly at homes, then at work, then at schools
Mainly for email or to gather information
Use of electronic commerce services 85% (mainly
ATM cash machines, EPS cash payment, Payment
by phone)
• Bought goods on line 1% (security)
Trends
• Government: electronic service delivery scheme in
October, delivery of government services on line
• Filing tax return, registering as voters,
• Applying driving licences
• Public broadcast on line: 2 million listen to RTHK on
line every day
• Business: e-banking, on-line newspapers
• Medium-small companies: lag behind due to lack of
IT and financial support
An experimental study
• 2X2 factorial design: random assignment
• Design factor 1: image to text ratio: high vs low
• Design factor 2: interactivity: presence or absence of
hyperlink
• Two products: high involvement: driving school; low
involvement: electronic games
• Dependent variable: 15 evaluative statements (5point scale) and overall score (100 points)
• Respondents: 144 Chinese undergraduates
Respondents profile
• 107 females + 33 males
• Used internet for > 1 year
• Popular topics: news, entertainment, art,
computer
• Often used search engines and friends to find
sites
• Manipulation check: significant difference in
perceived importance of the purchase
decision of driving course and e-game
Findings for driving course web
• No difference in 14 evaluative statements
• No difference in overall evaluation scores
• Site with less pictures, more links was
considered to be more interesting than site
with more pictures and no link
Findings for games web
• No difference in 12 evaluative statements
• No difference in overall evaluation scores
• Site with links (no matter pictures are big or
small) was considered to have higher chance
of revisit
• Site with links was considered to be less
boring
• Site with links was considered to have better
interactive communication
mediating variable
• Internet literacy: respondents more familiar
with internet liked the web more and were
likely to find them boring, more likely to revisit the web
Factor analysis
• Across individuals and web sites
• 3-factor solution
• Factor 1: appreciation: liking, interesting,
worth browsing, effective
• Factor 2: information: information-rich, find
the relevant information, good interactive
communication
• Factor 3: clarity: not getting lose, easy to read,
good icons
conclusion
• Under high involvement condition,
respondents need for information, design
factors don’t play an important roles
• Under low involvement situation, design
factors play a more important role
• Three dimensions of evaluation of web sites:
for a successful web: provide necessary
information, add entertainment element, easy
to retrieve