An Integrative Model on Web User Experience Mahlke, S. (2005) IADIS International Conference on WWW/Internet 2005 Presented by Danielle Hyunsook Lee

Technology Acceptance Model Behavioral intentions to use are determined by user’s perception toward using the system and behavioral intentions to use lead to actual system use. Generalized model for various information systems. Based on the Theory of Reasoned Action and suggested by Davis (1986). Behavioral intentions to use are determined by user’s perception toward using the system and behavioral intentions to use lead to actual system use. Generalized model for various information systems. Based on the Theory of Reasoned Action and suggested by Davis (1986). PerceivedUsefulness Perceived Ease of Use BehavioralIntensionActualUsage Sun, H. & Zhang, P. (2006) The role of moderating factors in user technology acceptance, International journal of Human-Computer Interaction, 64, pp.53 ~ 78 43:7 18:12 38:7 17:6 23:3 16:1

User Experience Model Perceived ease of use and perceived usefulness are defined in Davis’s Technology Acceptance Model (1989). Hedonic quality is defined in Hassenzahl (2001). Visual attractiveness is from v. d. Heijden’s (2003). Perceived ease of use and perceived usefulness are defined in Davis’s Technology Acceptance Model (1989). Hedonic quality is defined in Hassenzahl (2001). Visual attractiveness is from v. d. Heijden’s (2003). PerceivedUsefulness Perceived Hedonic Quality BehavioralIntensionActualUsage Perceived visual attractivenes Perceived Ease of Use SystemQuality

Introduction Research Purpose To describe the user experience of a single interactive system Helpful to identify why a particular system may not yield to a suggested user experience Pursue appropriate corrective steps in design Research Purpose To describe the user experience of a single interactive system Helpful to identify why a particular system may not yield to a suggested user experience Pursue appropriate corrective steps in design

Partial questions to be asked out of 24 items ScaleItem Perceived usefulness Using the website makes it possible to complete task. Using the website enhances my effectiveness completing task … Perceived ease of use I find it easy to get the website to do what I want it to do. Interacting with the website requires a lot of mental effort … Perceived hedonic quality The website is standard. The website is innovative. The website is impressive … Perceived visual Attractiveness Overall, I find that the site looks attractive. The colors that are used on the website are attractive … Intention to use If possible I intend to use the website again. I would recommend to use the website to friends …

Research Design 210 Particants 10 websites from two domains, online bookshops and travel agency. After using the randomly chosen site for 10 minutes, participants were asked to answer research questions in questionnaire. Analysis method: Cronbach alpha, Factor Analysis and Regression Analysis 210 Particants 10 websites from two domains, online bookshops and travel agency. After using the randomly chosen site for 10 minutes, participants were asked to answer research questions in questionnaire. Analysis method: Cronbach alpha, Factor Analysis and Regression Analysis

Research Result All measurement scales showed high reliability with Cronbach alpha coefficients higher than In factor analysis, PU, PEOU, HQ and VA explain approx. 79% of the total variance. Regression Analysis All measurement scales showed high reliability with Cronbach alpha coefficients higher than In factor analysis, PU, PEOU, HQ and VA explain approx. 79% of the total variance. Regression Analysis Criterion Adjusted R 2 PredictorsBetaSig. INT.719PU.653<.001 PEOU.377<.001 HQ.311<.001 VA.244<.001

Conclusion & Discussion Four experience aspects consistently and mostly independently. Perceived usefulness has a main influence on the intention. Research limitation No controlled variation of systems Other consequences like emotional outcomes, judgments, etc. were not studied. Four experience aspects consistently and mostly independently. Perceived usefulness has a main influence on the intention. Research limitation No controlled variation of systems Other consequences like emotional outcomes, judgments, etc. were not studied.