Experiment on the effectiveness of link structure for convenient cybershopping

Byunggon Yoo, Jinwoo Kim

Research output: Contribution to journalArticle

8 Citations (Scopus)


Designing an effective link structure for customer interfaces is critical for the success of cybermalls. The link structure comprises various types of links that connect a hypertext page with other pages. Links can be classified as either basic links based on the structure of the malls or add-on links to provide additional paths. Providing appropriate add-on links is essential for the convenience of navigation in a mall. In this study, we focus on the relation between the links and mental model, and maintain that combinations of add-on links according to the mental model of customers will increase the convenience and pleasure of cybershopping. For the study, add-on links were classified into next-to-peer links, up-to-parent links, and up-to-top links, and 8 different versions of experimental malls were constructed according to the combination of 3 add-on links. A total of 174 participants were involved in the experiment, they performed 9 shopping tasks, and were measured in terms of the rate of add-on links recalled and the convenience of navigation. The result of the experiment shows that the rate of recalled links has a significant relation to the convenience of navigation, although the convenience of navigation does not increase linearly with the number of add-on links in a cybermall. To construct the optimal add-on navigation structure, it is essential to construct links that fit customers' mental models.

Original languageEnglish
Pages (from-to)241-256
Number of pages16
JournalJournal of Organizational Computing and Electronic Commerce
Issue number4
Publication statusPublished - 2000 Jan 1

All Science Journal Classification (ASJC) codes

  • Information Systems
  • Computer Science Applications
  • Computational Theory and Mathematics

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