| Summary: | 碩士 === 東吳大學 === 資訊管理學系 === 103 === With the development of internet and technology. Websites provide information, get a service and purchase products without limited time and area. Owing to the popularization of online website, it lower transfer costs. As a result, it is important issues for retaining user and then creating business opportunity.
User interface is the most directive contact between website and user. Web complexity is the important factor that identify interface design. In the research, Wood(1986) based on task complexity to define web complexity and distinguish three directions: component complexity, coordinative complexity and dynamic complexity. Because of the different online task goals, user’s behavior and goal are different. Thus, we discuss the different in cognitive of perceived web complexity in the different online task goals and refer “A Post-Acceptance Model of IS Continuance” to research the influence of perceived web complexity to usability, usefulness and E-satisfaction.
This research adapted experimentation method and paired-sample t test and partial least squares to examine model and hypothesis. The results indicated that perceived web complexity is negatively correlated with objective web complexity; objective web complexity is negatively correlated with usability, usefulness and E-satisfaction; online task goals aren’t inference factors for perceived web complexity and usage willing.
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