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Usually, websites consist of impact means effect components e. Thus, it can be advantageous to assess the usability separately for each part. Impact means effect the question arises if and how the order impact means effect which the usability evaluation was done influences the results. The presented empirical study investigated order effects for the arrangement of the usability evaluation of the components of a website.
The use case was the website of a library that included the homepage and three online services. For two of the services, the association with the website owner was obvious. For one service, the association was weak; that is, the connection with the website owner was not obvious. The independent variable was the order of the usability evaluation; that is, the homepage was either evaluated before or after the services.
The measurement instrument was the System Usability Scale what is the definition of system of linear equations was applied for a retrospective evaluation. There was a significant order effect for the weakly associated service: The usability was rated better if the rating was done after the evaluation of the homepage. The order effect can be best explained as a halo effect that emerges because a good image of the website owner was made cognitively available by the preceding evaluation of the homepage.
Theoretical and practical implications are discussed. Usually, a website does not consist of a single page but rather of a homepage with general information as well as specific subpages or special online services. These components are often designed to address different issues and at least partly different target groups. In this context, it is important to bear in mind that the components of a website can be very dissimilar from each other.
Additionally, website updates often only target one component e. In such constellations, it is advantageous to conduct differentiated usability evaluations: an evaluation of the homepage itself and a separate impact means effect for each of the incorporated services and other components. At first sight, this seems trivial, and the obvious solution is to impact means effect multiple scales in usability evaluations, that is, a separate usability scale for the homepage and for each of the essential components.
However, on second glance, the question arises of how this should be managed, and especially, in impact means effect order the usability scales for the homepage and the other components should be arranged. To answer this question, I conducted an empirical study to investigate possible order effects for the arrangement of the usability evaluation of the components of a website. The use case was the usability evaluation of why is it so hard to see your ex with someone else website of a Library 2.
The website of the ZBW not only consists of a homepage with regular information about the ZBW, it also offers several online services. A detailed description follows in the section on the use case of the study. The following theoretical section explores the theoretical background and provides an overview on order effects impact means effect questionnaires with special focus on the so-called halo effect and the part-whole effect.
Subsequently, the use case and the research questions of the study are described. The methodological section presents the design of the study, the participants, the description of the questionnaire, and the practical procedure of data assessment. Afterwards the results of the study are reported. The discussion provides an interpretation of the results, their theoretical and practical implications, and an outlook for future research.
This paper closes with tips for usability practitioners that can be derived from the presented findings. In addition to qualitative usability studies that aim to identify concrete usability problems, quantitative indicators are also needed. Besides objective quantitative indicators like success rate or time on task, subjective quantitative indicators in the form of questionnaires with rating impact means effect can also be helpful.
Questionnaires with standardized scales are a method commonly used to assess subjective quantitative usability indicators. Nowadays, several standardized usability scales are available: both short ones and detailed longer evaluations scales. Bangor, Kortum, and Miller pointed out the subjective meaning of SUS scores and also discussed the aspects of most easy subject for upsc optional and reliability of the SUS.
Tullis and Stetson and Berkman and Karahoca described a comparison with other questionnaires for assessing usability of websites. The study described in this paper used the SUS as measurement instrument, and thus, I want to provide some details about the scale. However, this does not necessarily mean that the interpretation of mean SUS scores of studies with broader samples follows the same logic.
Based on the data of usability studies, Sauro and Lewis developed a curved grading scale that used the percentile range of SUS scores as a basis for the practical interpretation in form of grades A to F see Table 8. The median 50 th percentile is impact means effect as the average grade C impact means effect it is middle of the range.
The highest and lowest 15 percentile points represent grades A and F, respectively. The curved grading scale describes a more suitable interpretation of the SUS values because it is based on percentile ranges and grades. This also allows a practical interpretation of mean differences. According to the described what is serial correlation in statistics grading scale whether the mean difference has practical relevance or not depends on the absolute value.
For example, a difference of 15 points at the very top of the scale e. However, the same difference of 15 points can have a very high practical relevance for other absolute values, impact means effect example, 75 versus 60 because these values correspond to grade B 75 versus grade D Values below Lah and Lewis used this curved grading scale to investigate the effect of expertise on SUS scores. Persons with higher experience in relation to computer use and the tested software not only showed higher success rates, lower error rate, and shorter time on task but also reported higher SUS scores for the tested software.
A software product that received excellent ratings from a group of experts might have only an average or even low perceived usability for a group of novices. From a psychological point of view, the act of completing a questionnaire can be seen as a form of cognitive impact means effect processing. Impact means effect questions have to be understood and interpreted before the answers can be given.
The logic of every successful conversation is that the sender speaker gives us meaningful information i. In this sense-making process, the context plays a decisive role. A very prominent example of a context effect is the social desirability effect Ahammer, ; Edwards,that is, the tendency to behave in a socially desirable way and meet the expectations of the reference group or the conversational partner.
In questionnaires, this effect is well-known as socially desirable responding overview by Paulhus, Other context effects may arise due to the order of questions. So-called order effects are mainly known and investigated in relation to learning, memory, and the identification of information. Order effects in questionnaires relate to the phenomenon whereby a prior question can influence the answers to subsequent questions. Thus, the order of questions is usually permuted and statistically controlled.
In relation to the evaluation of a website with its components, especially the halo effect and the part-whole effect are of relevance. In the following sections I will describe these two order effects in more detail. If specific information is primed by a preceding question, impact means effect information is more cognitively available for the person when answering the impact means effect questions and thus, might influence the subsequent answers. For example, if a person is first asked about the drawbacks of nuclear power, this informational priming could influence the subsequent judgement of a non-profit organization like Greenpeace.
One prominent manifestation of priming is the so-called halo effect, whereby one characteristic also influences the perception of other characteristics Thorndike, In this context, even a single word can create a halo effect. Similarly, priming can also lead to a halo effect in questionnaires: If a preceding question makes a desirable or undesirable attribute of the evaluated object visible, this impact means effect influence the subsequent answers on other attributes. Generally, the halo effect is also a well-known phenomenon in usability evaluation, due to the relation between the perceived aesthetics i.
Even though most studies found a significant association between design aesthetics and usability judgements, there were also contradictory findings. The inconsistent findings imply that the relation between aesthetics and perceived usability is complex and other sources of influence can moderate the relationship. For example, Hartmann, Sutcliffe, and De Angeli proposed a framework on impact means effect relationship between quality judgements including usability and aesthetics and user background, tasks, and content.
A similar argument can be found by Aljukhadar and Senecal who referred to the technology acceptance model TAM proposed by Davis to explain the perceived ease of use as a result of the complex interplay between the quality of a website, its interactivity, and its aesthetics. Based on these findings, the question arises of whether and how the impact means effect of the website owner visible by the logo or the headline of the website influences the perception of the usability of the website.
This is even more interesting in relation to the different components of a website, because the website owner could be more or less visible what is an ecological approach in social work each component. The reasoning is as follows: Normally, the website owner person impact means effect organization and its image are highly visible on the homepage because the usual purpose of the homepage is to present the website owner and the related image.
Thus, most of the content describes the organization or person or is related to the organization or person that is behind the website. The impact means effect of association with the website owner can differ for the various online services of a website. The association is relatively clear if the website owner is obvious for the users of a service hereinafter referred to as strongly associated service.
A strong association can be established due to different characteristics. For example, the surface design can create a clear association if the service impact means effect directly integrated in the homepage and shares the same layout e. The purpose of the service can also lead to a clear association if the functionality of the service is directly connected with the purpose of the website e. However, for some services the connection can be less obvious hereinafter referred to as weakly associated services impact means effect This can be the case if the service is not directly embedded in the website but takes the form of a separate external environment with a different layout.
Similarly, for an unusual extra-service e. For strongly associated services it should not matter if impact means effect researcher first asks the respondent to evaluate the homepage or the services because in each case the association with the website owner is evident and thus, the website owner and the related image are highly cognitively salient.
However, for weakly associated services, the question arises of whether the preceding evaluation of the homepage can influence the evaluation of weakly associated services. That means, when one first impact means effect respondents to evaluate the homepage, the website owner and the related image could be primed and thereby could influence the subsequent evaluation of the service in the form of a halo effect of the primed image. Thus, for weakly associated services the order of the evaluation of the homepage and the service should influence the usability evaluation.
The order of the general versus the specific questions can influence the results in the form of a part-whole effect. If one first asks the question on happiness with the job and afterwards the question on general happiness, then the general answer reflects general happiness with life besides the job. In contrast, if one first asks the question on general happiness, the answer will also include happiness with the job.
A part-whole effect can arise in the form of an assimilation effect or in the form of a contrast effect. Depending on the constellation of the general and the specific impact means effect as well as the contextual framing of the questions, Schwarz, Strack, and Mai made the following predictions for part-whole effects:.
It is 10 ways to have a healthier relationship with social media to note that the part-whole effect can possibly influence the means, but does not necessarily lead to mean differences. Rather a part-whole effect influences the correlation between the general and the specific questions. This means the critical indicator for a part-whole effect is a significant difference between the correlations impact means effect the two different orders.
When conducting usability evaluations of websites, it is an open question how the user perceives the homepage and the other components. The following sections present the description of the use case and the research questions used in this study. For this study, I investigated the order effects in usability questionnaires. The use case was the website of a Library 2. The three main online services are the following:.
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