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Günter Silberer, Jan-Frederik Engelhardt
Navigation Bar Characteristics and Their Effect on User Preferences
A crucial factor for success concerning the acquisition of customers and the realization of purchases in e-Shops is the organisation of the user interface. The design of the navigation bar as the most important user interface solution is thereby of particular importance. Here the user judges the utilizable value of the e-shop under consideration of formal and contentwise characteristics regarding its intention realization. The following behaviour in the shop is planned as well as decided on this basis.
In order to give concrete recommendations for this important shopsitearea, a study was conducted to identify the use values and relative importance of different formal navigation bar characteristics from a customer´s point of view. The study is characterized by the recourse to the Conjoint Measurement as a decompositional approach to the measurement of preferences. Until now the employment of the Conjoint Measurement as a method to evaluate websites is an unattended but superior approach in comparision with the compositional approach in general. From this analysis follows that only moderately or weakly activating elements should be used as an element of the navigation bar.
i-com, Oldenbourg Wissenschaftsverlag
Print ISSN: 1618-162X
Volume: 02, 03/2003
Pages: 011 - 017