While more and more people choose online shopping, online sellers
are eager to find out which kinds of website attract users most. However,
what bothers many website designers is that an individual can leave
a website very easily. The lack of understanding of the major impediments
to users' longer website browsing and deeper exploration
presents a substantial problem for designers. Exploring the cognitive
process of users during web browsing is critical for website designers
to understand user behavior. Although previous studies have proposed
an implicit link between website/webpage visual complexity and cognitive
complexity or cognitive load, normally the cognitive load can only
be defined in concert with the user and task at hand [14]. However, little
prior research on website complexity has taken task complexity into
consideration, which could cause some of the conflicting findings
mentioned above. Task complexity is a function of the amount of task related
information an individual has to process when performing a
task