Gupta, Reetika; Nadkarni, Sucheta
January 2003
AMA Winter Educators' Conference Proceedings;2003, Vol. 14, p309
Conference Proceeding
Recently, the issue of complexity in the context of web sites has generated considerable interest in the Internet marketing area (Bruner and Kumar 2000; Geissler et al 2001; Stevenson et al. 2000) and information systems research (Nielson 2000; Palmer 2002; Shneidermann 1998). Web site complexity may determine the degree to which users find the web sites easy to use and their browsing experience satisfying. Despite the increasing importance of complexity, substantive research employing this construct has been constrained by three major factors. First, most studies have defined complexity as a uni-dimensional construct using a strucrural perspective (Berlyne 1960) where the focus is only on the structural features of individual web pages (Bruner and Kumar 2000; Geissler et al. 2001; Stevenson et al. 2000), ignoring the inherent interactive dimension of a web site. Second, a majority of the literature on web site design has focused on the development of "objective" measures of web site complexity based on design criteria (Bucy and Lang 1999; Nielsen 2000; Shneidermann 1998), which do not capture users' perception of complexity. Third, the absence of a valid and reliable measurement scale capturing the dimensions underlying web site complexity has seriously impeded substantive research linking web site complexity to other constructs of interest.


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