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This study analyzes the use and evaluation of the web in Hong Kong, highlighting trends, government initiatives, and challenges faced by businesses. Experimental findings reveal factors that influence the evaluation of web pages and suggest key dimensions for successful websites.
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Use & evaluation of the web:A case in Hong Kong Kara Chan and Brian Wong Hong Kong Baptist University
Use of IT in companies, 2000 • PC penetration 52% • Internet connectivity 37% • Web site 7% • Business receipt received thru electron means US$0.6 billion in 1999 • E-business (purchase, receipt, selling, delivery, • Services or information) 35%
Use of IT in homes, 2000 • PC penetration (HH) 50% • Internet connectivity (HH) 36% • Use internet service (individual) 30% • Mostly at homes, then at work, then at schools • Mainly for email or to gather information • Use of electronic commerce services 85% (mainly ATM cash machines, EPS cash payment, Payment by phone) • Bought goods on line 1% (security)
Trends • Government: electronic service delivery scheme in October, delivery of government services on line • Filing tax return, registering as voters, • Applying driving licences • Public broadcast on line: 2 million listen to RTHK on line every day • Business: e-banking, on-line newspapers • Medium-small companies: lag behind due to lack of IT and financial support
An experimental study • 2X2 factorial design: random assignment • Design factor 1: image to text ratio: high vs low • Design factor 2: interactivity: presence or absence of hyperlink • Two products: high involvement: driving school; low involvement: electronic games • Dependent variable: 15 evaluative statements (5-point scale) and overall score (100 points) • Respondents: 144 Chinese undergraduates
Respondents profile • 107 females + 33 males • Used internet for > 1 year • Popular topics: news, entertainment, art, computer • Often used search engines and friends to find sites • Manipulation check: significant difference in perceived importance of the purchase decision of driving course and e-game
Findings for driving course web • No difference in 14 evaluative statements • No difference in overall evaluation scores • Site with less pictures, more links was considered to be more interesting than site with more pictures and no link
Findings for games web • No difference in 12 evaluative statements • No difference in overall evaluation scores • Site with links (no matter pictures are big or small) was considered to have higher chance of revisit • Site with links was considered to be less boring • Site with links was considered to have better interactive communication
mediating variable • Internet literacy: respondents more familiar with internet liked the web more and were likely to find them boring, more likely to re-visit the web
Factor analysis • Across individuals and web sites • 3-factor solution • Factor 1: appreciation: liking, interesting, worth browsing, effective • Factor 2: information: information-rich, find the relevant information, good interactive communication • Factor 3: clarity: not getting lose, easy to read, good icons
conclusion • Under high involvement condition, respondents need for information, design factors don’t play an important roles • Under low involvement situation, design factors play a more important role • Three dimensions of evaluation of web sites: for a successful web: provide necessary information, add entertainment element, easy to retrieve
