Introduction
Review
of Literature
Dissemination
of Research
Technology
Issues and Decisions
Phase
I: Color Preference Test
Phase
II: Shades of Difference
Phase
III: Website Preferences
Phase
IV: Alternative Presentations of Identical Content
Conclusions
Bibliography
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Phase III
| Quantitative Data Analysis
Gender difference in website
preference
Data
Description
Statistical analysis of
website preference
1) There is no significant
gender difference in technology site preference (X2=1.817,
p=0.611).
2) There is significant gender
difference in social site preference (X2=12.550, p=0.006).
3) There is no significant
gender difference in aesthetic site preference (X2=0.486,
p=0.922).
Statistical analysis of
background preference
1) For males, there is significant
difference between their color evaluation on websites with blue backgroud
and those without. (t=2.939, p=0.004)
2) For females, there is
no significant difference between their color evaluation on websites
with blue backgroud and those without. (t=0.531, p=0.601)
Relationships between website
attitude and behavior
1. Correlation coefficient
between males' willingness to recommend (RECO) a website to others and
their attitude toward the website's information (INFO), navigation (NAVI),
color (COLO), design (DESI) is 0.676, which means 45.8% variation in
the dependent variable RECO can be predicted from the independent variables
(INFO, NAVI, COLO, DESI). The result is significant (p<0.001). The
regression coefficients for these independent variables are 0.368, 0.255,
0.026, and 0.235 respectively. The results are all significant except
for the variable DESI.
2. Correlation coefficient
between males' willingness to revisit (REVI) a website and their attitude
toward the website's information (INFO), navigation (NAVI), color (COLO),
design (DESI) is 0.525, which means 27.6% variation in the dependent
variable RECO can be predicted from the independent variables (INFO,
NAVI, COLO, DESI). The result is significant (p<0.001). The regression
coefficients for these independent variables are 0.351, 0.205, 0.003,
and 0.235 respectively. Only the coefficient for INFO is significant.
3. Correlation coefficient
between females' willingness to recommend (RECO) a website to others
and their attitude toward the website's information (INFO), navigation
(NAVI), color (COLO), design (DESI) is 0.727, which means 52.9% variation
in the dependent variable RECO can be predicted from the independent
variables (INFO, NAVI, COLO, DESI). The result is significant (p<0.001).
The regression coefficients for these independent variables are 0.251,
0.384, -0.147, and 0.383 respectively. Only the coefficient for NAVI
is significant.
4. Correlation coefficient
between females' willingness to revisit (REVI) a website and their attitude
toward the website's information (INFO), navigation (NAVI), color (COLO),
design (DESI) is 0.713, which means 50.8% variation in the dependent
variable RECO can be predicted from the independent variables (INFO,
NAVI, COLO, DESI). The result is significant (p<0.001). The regression
coefficients for these independent variables are 0.381, 0.309, 0.04,
and 0.278 respectively. Only the coefficient for INFO is significant.
Project C.O.P.E.: Content,
Organization, Preference, Evaluation
Principal Investigator: Kay E. Vandergrift, Professor
Research Team: Janet Hilbun, Ph.D. Student and Graduate Assistant;
Lin Lin, Ph.D. Student and Teaching Assistant; Alex Daley, Manager, Information
Technology Services; Jane Anne Hannigan, Professor Emerita, Columbia University,
Consultant (Members of the team conducting the actual research have passed
the Human Subjects Certification Program)
Photography: Lin Lin
School of Communication, Information and Library Studies, SCILS - Rutgers
University
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