User interface features influencing overall ease of use and personalization

This study examines user perceptions of gathering information on, locating, and buying compact discs through Web-based interfaces. A group of part-time MBA students in Hong Kong performed a specific set of tasks using the Web sites of two vendors of compact discs. The tasks were selected to be general enough to apply to a variety of on-line shopping situations. As they performed tasks, they answered questions regarding their perceptions of several user interface features as well as their perceptions of overall ease of use. User interface features associated with a perception of overall ease of use were identified, as were differences based on personal characteristics of respondents. Also, differences in perceptions of interface features that might be due to personal characteristics, such as age and sex, were identified. The methodology and results help identify user interface features that a designer should emphasize and features for which personalization is likely to be beneficial.