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User Preference Modeling for Customised Dynamic Electronic Catalogs Generation Based on Web Shoppers' Brain Hemisphericity/Cognitive Style

Abdullah A.B.M., (2005) User Preference Modeling for Customised Dynamic Electronic Catalogs Generation Based on Web Shoppers' Brain Hemisphericity/Cognitive Style. Jurnal Teknologi Maklumat dan Multimedia, 2 . pp. 19-32. ISSN 18230113

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Affiliations

University of North Texas, Canada

Abstract

ABSTRACT: This study examined the impact of online shoppers' brain hemisphericity/(cognitive style) on their preference for different aspects of information presentation via electronic catalogs. Two instruments were used to measure participants' cognitive styleslbrain orientations. Pearson's correlation indicates that verbal and visual scores obtained by using two different questionnaires are congnumt. One e-commerce survey instrument wa£ used to measure user preferences for different features of electronic catalogs. Oneway ANOVA analysis has been conducted to find out whether different VARK(visual, auditory, read/write, and kinesthetic) score groups differ significantly based on their preference for different aspects of information presentation via electronic catalogs. ANOVA results indicate that Web shoppers' preference for text-oriented catalogs, visually-oriented catalogs, audio enabled catalogs, customisable animated catalogs, virtual trial, and online shopping differs significantly. In addition to ANOVA, regression analysis has also been conducted to reaffirm the findings of the ANOVA analysis. As expected, most of the findings in regression analysis are inline with the ANOVA results.

ABSTRAK: Kajian ini meneliti kesan hemisfera otak (gaya kognitif) pembeli dalam talian terhadap kecenderungan mereka untuk pelbagai aspek persembahan maklumat melalui katalog elektronik. Dua alat pengukur telah digunakan untuk mengukur stail kognitif dan orientasi otak peserta. Korelasi Pearson menunjukkan bahawa skor lisan dan visual yang diterima dengan menggunakan dua soalselidik yang berbeza adalah selaras. Satu alat ukur tinjauan e-komers telah digunakan untuk mengukur kecenderungan pengguna untuk ciri-ciri katalog elektronik yang berlainan. Analisis ANOVA sehala telah dilaksanakan untuk mengetahui sama ada skor kumpulan VARK (visual, audio, membaca/menulis, dan kinetik) yang berbeza menunjukkan perbezaan signifikan berdasarkan kecendeiungaa mereka uniuk aspek-aspek persembahan maklumat melalui katalog elektronik. Keputusan ANOVA menunjukkan pembelibelah Web mempunyai kecenderungan untuk katalog berorientasikan teks, katalog berorientasikan visual, katalog audio, katalog beranimasi mengikut kebiasaan, percubaan maya, dan pembeli-belah dalam talian berbeza secara signifikan. Tambahan kepada ANOVA, analisis regresi telah dilaksanakan untuk mengesahkan lagi dapatan analisis ANOVA. Seperti yang telah dijangkakan, sebahagian besar dapatan analisis regresi adalah selaras dengan keputusan ANOVA.

Item Type:Journal
Keywords:Online shopping, Electronic catalogues, cognitive styles of shoppers
Subjects:Q Science, Computer Science
ID Code:8167

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