Exposing different orientations of website users: An exploratory analysis using Q methodology

Hyejung Lee, Jungwoo Lee

Research output: Chapter in Book/Report/Conference proceedingConference contribution

Abstract

The purpose of this study is to explore and conceptualize different cognitive patterns found among website users in accessing and using websites. Following procedures defined in Q methodology, twenty one graduate students were recruited and asked to classify thirty seven website usability measures in terms of personal importance, in using their university websites. Three different cognitive patterns in using websites are identified: (1) use-focused, (2) goal-focused and (3) information-focused. Use-focused group concerns mostly about easy navigational features, error-free functionalities, and so on while goal-focused cares for explicit segmentation for different functionality, education-specific content and features, etc. Information-focused desires integrated search functions, information protection, timely update, etc. This research successfully applies Q methodology in identifying different cognitive patterns in play in accessing and using websites. Results provide convincing evidence to support different cognitive patterns in using websites, and suggest that these patterns be recognized and managed in constructing and maintaining websites.

Original languageEnglish
Title of host publicationAdvances in Digital Technologies - Proceedings of the 6th International Conference on Applications of Digital Information and Web Technologies 2015
EditorsSimon Fong, Jolanta Mizera-Pietraszko
PublisherIOS Press
Pages76-88
Number of pages13
ISBN (Electronic)9781614995029
DOIs
Publication statusPublished - 2015
Event6th International Conference on Applications of Digital Information and Web Technologies, ICADIWT 2015 - Macau, Macao
Duration: 2015 Feb 12 → …

Publication series

NameFrontiers in Artificial Intelligence and Applications
Volume275
ISSN (Print)0922-6389

Other

Other6th International Conference on Applications of Digital Information and Web Technologies, ICADIWT 2015
CountryMacao
CityMacau
Period15/2/12 → …

All Science Journal Classification (ASJC) codes

  • Artificial Intelligence

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  • Cite this

    Lee, H., & Lee, J. (2015). Exposing different orientations of website users: An exploratory analysis using Q methodology. In S. Fong, & J. Mizera-Pietraszko (Eds.), Advances in Digital Technologies - Proceedings of the 6th International Conference on Applications of Digital Information and Web Technologies 2015 (pp. 76-88). (Frontiers in Artificial Intelligence and Applications; Vol. 275). IOS Press. https://doi.org/10.3233/978-1-61499-503-6-76