Utilizing Geissler et al. 2001 findings regarding the influence of
amount of text, number of links and number of graphics on user’s
Perceived Complexity of webpage, we designed six levels of Complexity
(Complexity increases from Level-1 to Level-6) into the
experimental stimuli by manipulating the number of links, number
of graphics, and number of words (see Table 1). While we couldn’t
exhaust all levels of webpage Complexity—which varies on a continuum
and may be influenced by different combinations of links,
graphics and text in the webpage—we deliberately made the stimuli
resemble the real-world ecommerce website homepages, which
are featured in co-presence of links, graphics, and text.
We manipulated webpage Order at 4 levels (Order increases
from Level-1 to Level-4) by arranging the layout of webpage elements.
According to our definition of Order, webpage Order is related
to the logical organization, coherence, and clarity of
webpage content. Among the three dimensions of Order, logical
organization is the most fundamental component that coherence
and clarity are built upon. It pertains to the understandability
and intuitiveness of organization of webpage elements. We operationalized
logical organization by conforming to the general guidelines
for arranging the positions of different webpage elements in
relation to each other in the web space. For instance, to comply
with the (English-language user’s) habit of browsing a webpage
from top to bottom and left to right, we (1) placed the company
name in the most prominent webpage location, the top left corner,
(2) put the primary navigation bar on the top of webpage just to
the right of company name, (3) positioned the content navigation
menu on the left of webpage below the company name, and (4)
placed the content area in the centre of webpage to the right of
content navigation menu and below the primary navigation bar.
Due to the primary role of logical organization in establishing webpage
Order, we used it as a starting point for our design of homepage
stimuli at lower and higher levels of Order. Four levels of
webpage Order were operationalized and designed into the homepage
Utilizing Geissler et al. 2001 findings regarding the influence ofamount of text, number of links and number of graphics on user’sPerceived Complexity of webpage, we designed six levels of Complexity(Complexity increases from Level-1 to Level-6) into theexperimental stimuli by manipulating the number of links, numberof graphics, and number of words (see Table 1). While we couldn’texhaust all levels of webpage Complexity—which varies on a continuumand may be influenced by different combinations of links,graphics and text in the webpage—we deliberately made the stimuliresemble the real-world ecommerce website homepages, whichare featured in co-presence of links, graphics, and text.We manipulated webpage Order at 4 levels (Order increasesfrom Level-1 to Level-4) by arranging the layout of webpage elements.According to our definition of Order, webpage Order is relatedto the logical organization, coherence, and clarity ofwebpage content. Among the three dimensions of Order, logicalorganization is the most fundamental component that coherenceand clarity are built upon. It pertains to the understandabilityand intuitiveness of organization of webpage elements. We operationalizedlogical organization by conforming to the general guidelinesfor arranging the positions of different webpage elements inrelation to each other in the web space. For instance, to complywith the (English-language user’s) habit of browsing a webpagefrom top to bottom and left to right, we (1) placed the companyname in the most prominent webpage location, the top left corner,(2) put the primary navigation bar on the top of webpage just tothe right of company name, (3) positioned the content navigationmenu on the left of webpage below the company name, and (4)placed the content area in the centre of webpage to the right ofcontent navigation menu and below the primary navigation bar.Due to the primary role of logical organization in establishing webpageOrder, we used it as a starting point for our design of homepagestimuli at lower and higher levels of Order. Four levels ofwebpage Order were operationalized and designed into the homepage
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