Use

1

• Use evaluation of the webA case in Hong Kong
• Kara Chan and Brian Wong
• Hong Kong Baptist University

2
Use of IT in companies, 2000

• PC penetration 52
• Internet connectivity 37
• Web site 7
• Business receipt received thru electron
  means US0.6 billion in 1999
• E-business (purchase, receipt, selling, delivery,
• Services or information) 35

3
Use of IT in homes, 2000

• PC penetration (HH) 50
• Internet connectivity (HH) 36
• Use internet service (individual) 30
• Mostly at homes, then at work, then at schools
• Mainly for email or to gather information
• Use of electronic commerce services 85 (mainly
  ATM cash machines, EPS cash payment, Payment by
  phone)
• Bought goods on line 1 (security)

4
Trends

• Government electronic service delivery scheme in
  October, delivery of government services on line
• Filing tax return, registering as voters,
• Applying driving licences
• Public broadcast on line 2 million listen to
  RTHK on line every day
• Business e-banking, on-line newspapers
• Medium-small companies lag behind due to lack of
  IT and financial support

5
An experimental study

• 2X2 factorial design random assignment
• Design factor 1 image to text ratio high vs
  low
• Design factor 2 interactivity presence or
  absence of hyperlink
• Two products high involvement driving school
  low involvement electronic games
• Dependent variable 15 evaluative statements
  (5-point scale) and overall score (100 points)
• Respondents 144 Chinese undergraduates

6
Respondents profile

• 107 females 33 males
• Used internet for gt 1 year
• Popular topics news, entertainment, art,
  computer
• Often used search engines and friends to find
  sites
• Manipulation check significant difference in
  perceived importance of the purchase decision of
  driving course and e-game

7
Findings for driving course web

• No difference in 14 evaluative statements
• No difference in overall evaluation scores
• Site with less pictures, more links was
  considered to be more interesting than site with
  more pictures and no link

8
Findings for games web

• No difference in 12 evaluative statements
• No difference in overall evaluation scores
• Site with links (no matter pictures are big or
  small) was considered to have higher chance of
  revisit
• Site with links was considered to be less boring
• Site with links was considered to have better
  interactive communication

9
mediating variable

• Internet literacy respondents more familiar with
  internet liked the web more and were likely to
  find them boring, more likely to re-visit the web

10
Factor analysis

• Across individuals and web sites
• 3-factor solution
• Factor 1 appreciation liking, interesting,
  worth browsing, effective
• Factor 2 information information-rich, find the
  relevant information, good interactive
  communication
• Factor 3 clarity not getting lose, easy to
  read, good icons

11
conclusion

• Under high involvement condition, respondents
  need for information, design factors dont play
  an important roles
• Under low involvement situation, design factors
  play a more important role
• Three dimensions of evaluation of web sites for
  a successful web provide necessary information,
  add entertainment element, easy to retrieve