0 Using the website was exciting The website offered me new information/products. Classification of the tested personalized Internet applications Personalized level of risk degree Complexity Internet personalization. Students from the Vienna University of Economics and Business Administration (VUEBA) were invited to participate in the survey on Learn@WU.
With the aim of creating a degree of situational involvement for each of the personalized internet applications, a predetermined task was proposed. Now open the website www.tiscover.at and search for the accommodation (without reservation).
5 EMPIRICAL RESULTS
Descriptive Statistics
- Demographic Description of the Sample
- Personal Characteristics of the Sample
- WWW Usage and Experience
- Attitude towards online information search
- Comparison of the three Personalised Internet Applications
- Ease of Use
- Usefulness
- Enjoyment
- Exploratory Browsing Behaviour
- Trust
- Satisfaction
- Commitment
80% of them disagree with the question that the structure of the website is designed negatively. More than 60% of respondents agreed that using the website generates new ideas in the case of Tiscover. Only 53% of the test subjects believed that they generated new ideas when using the website www.immobilien.net.
For the first question, a quarter of respondents agreed that the respective site offered some variety. The question dealing with curiosity answering features of the website showed a similar picture to the previous question. More than 85% of respondents intend to revisit the site (overall as well as for the respective sites).
When looking at the results for the question about the intention of the respondents to use the website more often in the future, the results got worse.
Testing the Structural Model of Satisfaction with Personalised Internet Applications
- Formative versus Reflective Indicators
- Measurement and Structural Model
- Model Evaluation in SEM
- Local Criteria
- Global Criteria
- Results of Testing the Structural Hypotheses
- l Measurement Model
- Structural Analyses for the three Personalised Internet Applications
A change in the latent variable would result in a change in all indicators (Backhaus, Erichson, Plinke, & Weiher, 2003). The first method is to test the measurement and the structural model simultaneously (Mazanec, 1982). NFI squares of the Schermelleh model- . in the null model Engel et al Definition of Appropriate Measures Parsimonious Acceptable Level Authors.
First, an overview of the fit criteria for the measurement model is given, and the measurement model and its constructs and indicators are presented. Finally, 21 of the original 33 items remained for analysis (enjoyment is not mentioned further because it was not used in the final model and served only as a competing dimension to exploratory browsing behavior). This criterion is met for all the indicators except one experience indicator (see table 33).
A VE must be greater than the shared variance between the construct and all other constructs that all constructs satisfy (except for the shared variance between satisfaction and engagement). First, the final structural model is presented, followed by the fit indices and the outlines of the hypotheses that are confirmed or rejected. Furthermore, alternative models are tested and separate structural models for each of the personalized internet applications are outlined.
Analyzes of three personalized Internet applications were conducted with the goal of identifying relevant differences in route evaluations. Therefore, multi-group analysis was used, assuming that the structure of the model was the same in all groups. Therefore, the alternative structural model shown in Figure 32 will be used as the basis for the analyses.
The results of the pairwise comparisons of path estimates indicated in Table 39 are reflected by the structural model of Figure 33. Finally, multiple group analyzes were used to find out differences in the path estimates of the influencing factors on satisfaction.
Expert Interviews
- Method of Expert Interviews
- Results of Expert Interviews
- Ease of Use
- Usefulness
- Trust
- Exploratory Browsing Behaviour
- Additional Crucial Factors and Outlook
In addition, the marketing department should also be involved in deciding on the website's content and structure (creating a website is not just a technical issue). In general, a fairly older version of programs should be used so that everyone can easily access the site. One expert suggested that if the website includes search facilities, it may mean that the website's navigation is not good.
Regarding the visual appearance, experts mentioned that there should not be too many images on the website, as the download time can be greatly increased. There should be some key points in the structure of the website so that users can easily browse the website. In addition, both factors are highly dependent on the situation and motivation for visiting the website.
Brand or branding plays an important role - whether the website provider is a small business or a reputable company. Another stated that the goal followed by visiting a website is key to assessing whether exploratory browsing behavior is relevant to satisfaction. In addition, time can be a more important issue that prevents users from exploring a website.
Two of the experts even thought that fun could be annoying or a hindrance to using the website properly. Furthermore, the website must look professional; a personal touch is very dangerous, although it depends on the culture of the company. In addition, word of mouth can be crucial, meaning users recommend the website to others.
6 DISCUSSION AND OUTLOOK
Conclusion
Finally, personal characteristics such as experience and attitude towards the Internet influence the interaction with the website. Internet knowledge only served as an antecedent of attitudes toward searching for information via the WWW and had a negative effect on EBB. The assumptions that knowledge of the Internet also affects satisfaction directly and indirectly through trust, usability and ease of use were not confirmed.
Attitude also did not show a direct effect on satisfaction, while indirect effects were found through usefulness and trust. To supplement the results of structural equation modeling, we used the method of expert interviews. In addition, expert interviews captured opinions on future developments, challenges, risks and opportunities that could not have been obtained through a user survey.
Most of the experts considered ease of use as one of the most important factors when looking at the number of problems mentioned.
Implications for Practitioners
However, the hypothesized effect was stronger than it turned out to be when tested with empirical data. In addition, issues such as domain names, personalization, visual appeal and sophistication were mentioned in the design of the website. Trust had a higher impact on satisfaction with the real estate platform compared to the other two systems.
So, for high-risk products or services such as real estate, special attention should be paid to trust that are clues such as certificates or security and privacy statements (as mentioned by the experts). Attitude toward information search via the WWW and e-service use and Internet familiarity serve as antecedents of usefulness, trust, and exploratory behavior. This can be a good result for the providers of personalized internet applications because they cannot or cannot influence personal characteristics (eg expectations can be influenced to a certain extent).
In conclusion, ease of use and usefulness play a role for most (if not all) custom websites or web applications. The effect of trust on the website and the way information is processed strongly depends on the type of website.
Limitations and Implications for Future Research
Furthermore, latent class analysis can be applied with the aim of confirming either clustering due to different samples (different websites) or whether clustering based on other personal characteristics of the sample such as attitude or experience is more appropriate. In future studies the type of web application can be considered more clearly and different types can be compared with each other in terms of utility or hedonic aspects. Is it a website that is used more for goal-directed behavior or should it also provide some sort of entertainment.
Further research could focus on the constructs of Exploratory Browsing versus enjoyment, gaming, or Flow because their influence may become even stronger in the future.
Evidence of the effect of confidence-building technology in electronic markets: price premiums and buyer behaviour. Measuring Website Quality Improvements: A Case Study from the Forum on Strategic Management Knowledge Exchange. Impact of job insecurity, end-user involvement, and competence on end-user computing success.
Adding value in the information age: Uses and gratifications of sites on the World Wide Web. Report of the ACM Special Interest Group on Computer-Human Interaction (SIGCHI) Curriculum Development Group, http://www.acm.org/sigchi/cdg/. The Moderating Effect of Online Experience on the Antecedents and Consequences of Online Satisfaction.
The impact of cognitive absorption on perceived usefulness and perceived ease of use in online learning: An extension of the technology acceptance model. Examining ICT in everyday life: Insights from research into the adoption and consumption of new ICT in the domestic environment.
Appendix
Interview Guide for the Expert Interviews
Das Institut für Tourismus führt in Zusammenarbeit mit Leam@WU eine Umfrage zur Zufriedenheit mit dem Online-Angebot durch. Daher möchten wir Leam@WU zur Durchsicht des Prüfungsmaterials nutzen. Versuchen Sie nun, alle wichtigen und interessanten Prüfungsinformationen von Leam@WU zu erhalten.
Anschließend kehren Sie bitte zum kurzen Fragebogen zurück und beantworten diesen (Antwortzeit ca. 5 Minuten). Nachdem Sie nun mit Learn@WU nach den Dokumenten gesucht haben, beantworten Sie bitte die folgenden Fragen. Je nachdem, wie zutreffend die einzelnen Aussagen auf der Learn@WU-Website sind, bewerten Sie bitte die Antworten anhand der vorgegebenen Skala.
Je nachdem, wie zutreffend die einzelnen Aussagen auf der Leam@WU-Website sind, bewerten Sie bitte die Antworten anhand der bereitgestellten Skala. Je nachdem, wie die einzelnen Aussagen auf der Leam@WU-Website zutreffen, bewerten Sie bitte die Antworten anhand der bereitgestellten Skala. Je nachdem, wie zutreffend die einzelnen Aussagen zu Ihrem WWW-Verhalten sind, bewerten Sie bitte Ihre Antworten anhand der vorgegebenen Skala.
Abhängig von der Richtigkeit der einzelnen Aussagen zu Ihrem Verhalten im WWW bewerten Sie bitte Ihre Antworten anhand der vorgegebenen Skala.
