The purpose of this study is to analyze the difference of attributes that Internet user consider to be important in selecting web site composed of color, information quantity and image size. This research, also through the responser segmentation, intended to take the composition strategy of web site...
The purpose of this study is to analyze the difference of attributes that Internet user consider to be important in selecting web site composed of color, information quantity and image size. This research, also through the responser segmentation, intended to take the composition strategy of web site enhancing satisfaction of web site user. For this questionnaire, the responser answered for this web site, http://foodtown.co.kr, which was made in due consideration of each attributes. Data were collected from 340 people who had experienced internet and conjoint analysis was performed. The results indicated color, information quantity and image size in order, It was also found that color is the most important attribute for composing web site. In the dit1erence analysis of preferring color and image size due to the design sensitiveness of web site user, color takes effect on design sensitiveness but image size doesn't effect on it. In the difference analysis of preferring image size and information quantity due to the type of information search of web site user, information quantity takes effect on information search but image size doesn't effect on it. In preferring color, image size and information quantity due to individual attribute, individual attribute significant effect on color not image size and information quantity. Finally, web site color and web site information quantity among attributes take great effect on the preference of web site. Three contribution of this study as follows. first, Conjoint analysis was experimentally used for preference analysis due to the change of composition factor in user side, Second, the effective web site composition direction was proposed by user, Finally, this finding will be very helpful to make up company strategies for customer on cyber market.
The purpose of this study is to analyze the difference of attributes that Internet user consider to be important in selecting web site composed of color, information quantity and image size. This research, also through the responser segmentation, intended to take the composition strategy of web site enhancing satisfaction of web site user. For this questionnaire, the responser answered for this web site, http://foodtown.co.kr, which was made in due consideration of each attributes. Data were collected from 340 people who had experienced internet and conjoint analysis was performed. The results indicated color, information quantity and image size in order, It was also found that color is the most important attribute for composing web site. In the dit1erence analysis of preferring color and image size due to the design sensitiveness of web site user, color takes effect on design sensitiveness but image size doesn't effect on it. In the difference analysis of preferring image size and information quantity due to the type of information search of web site user, information quantity takes effect on information search but image size doesn't effect on it. In preferring color, image size and information quantity due to individual attribute, individual attribute significant effect on color not image size and information quantity. Finally, web site color and web site information quantity among attributes take great effect on the preference of web site. Three contribution of this study as follows. first, Conjoint analysis was experimentally used for preference analysis due to the change of composition factor in user side, Second, the effective web site composition direction was proposed by user, Finally, this finding will be very helpful to make up company strategies for customer on cyber market.
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