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THE EFFECT OF WEB SITE STRUCTURE ON USERSPERCEPTIONS OF NAVIGABILITY WILLIAM J. SMART A dissertation submitted as partial fulfillment of the requirements of the degree of Bachelor of Applied Science (Computing) with Honours at Southern Cross University November, 1997

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Page 1: THE EFFECT OF WEB SITE STRUCTURE ONinfotech.scu.edu.au/wsmart/documents/Effects_of_Structure.pdf · To my friends, who offered suggestions, read drafts of chapters and dragged me

THE EFFECT OF WEB SITE STRUCTURE ON

USERS’ PERCEPTIONS OF NAVIGABILITY

WILLIAM J. SMART

A dissertation submitted as partial fulfillment of the requirements of the degree of

Bachelor of Applied Science (Computing) with Honours at

Southern Cross University

November, 1997

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ABSTRACT __________________________________________________________________________________________

Page i

Abstract The popularity of the personal computer and the Internet continues to grow in the

global community. Estimates suggest that by the end of the year 2000, 480 million people will

be connected to the Internet. With the advent of HyperText and the World Wide Web, a

global pool of information has been created.

This study investigates the effect of Web site structure on users’ perceptions of

navigability. To accomplish this task, two Web sites were constructed on the World Wide

Web. The two Web sites labeled “red” and “blue” use different structures. The red Web site is

a strictly hierarchical site containing a total of 72 links. The blue Web site uses compromised

and overlapping hierarchies as well as sequential structures. The blue site contains a total of

736 links.

The 113 subjects who undertook this experiment were drawn from the staff and

student body of Southern Cross University. Each subject was given two tasks and a

questionnaire to complete for each of the two Web sites. The tasks required the subjects to

navigate each site. The questions posed in the questionnaire are designed to capture from the

subjects their perceptions of the structure of the two Web sites. Additional data were also

taken for each subject from the server log file.

Conclusions that can be drawn from this work:

• The majority of users perceive a structure that allows multiple access (heavily cross-

linked structure) to the content to be more navigable than a strict hierarchy. • Both types of Web sites tested -- strict hierarchy and heavily cross-linked structure -- can

cause a user to experience the “lost in hyperspace” phenomenon. • Users with low levels of experience with computers and the WWW feel more lost in both

structures tested. • Inexperienced users of the WWW take longer to complete the task in a strict hierarchy

than in a heavily cross-linked structure.

• Of the facilities offered by modern browsers, users most frequently use the Back facility for navigation within a Web site. Users utilize this facility even if there are dedicated Hyperlinks provided to perform this function.

• The Favorites (Bookmarks) facility of modern browsers is not utilized by users as a navigation aid within a Web site.

• Metrics developed by Botafogo et al. (1992) were applied to the WWW and found to accurately identify structures within Web sites. However, an anomaly in the design of the Converted Distance Table for a strictly hierarchical Web site was identified and a modification was developed to correct it.

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ACKNOWLEDGEMENTS __________________________________________________________________________________________

Page ii

Acknowledgements

I would like to thank my supervisor, Barry Wilks for all his advice and assistance

throughout this year. The long, laborious process that led to the completion of this thesis

would have been impossible without his valuable guidance.

Thanks also to Lyndon Brooks for providing me with the statistical information and

expertise to properly analyse all of the data.

To Mark Orman, for all the discussions, assistance, loan of books, articles and your

valuable comments, thanks pal.

To the staff and students of Southern Cross University that allowed me to subject them

to my experiment, a heart felt thank you.

To my friends, who offered suggestions, read drafts of chapters and dragged me away

from the all-consuming task of this thesis, thanks for all your support.

Finally, to my wife, Christine and son, Zachariah, thank you for putting up with my

odd working times and behaviour during this last year. Your love and understanding are the

most valuable part my life.

William J. Smart

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TABLE OF CONTENTS __________________________________________________________________________________________

Page iii

Table of Contents

Abstract ………………………………………………………………………………… i

Acknowledgments …..……………………………………………………………….….. ii

Table of Contents …..……………………………………………………………….…... iii

List of Tables …………………………………………………………………………… viii

List of Diagrams .……………………………………………………………………….. ix

Chapter 1: Introduction …………………………………………………………… 1

1.1 Background ...………………………………………………………………………… 1

1.2 Research Question and Hypothesis ……………………………………………..…… 2

1.3 Justification of the Research ...………………………………………………………. 3

1.4 Definitions …………………………………………………………………….……… 4

1.5 Methodology …………………………………………………………………………. 5

1.5.1 Statistical Processes ………………………………………………………... 5

1.6 Limitations and Key Assumptions …………………………………………………… 7

1.7 Outline of Thesis ……………………………………………………………………... 8

1.8 Summary ……………………………………………………………………………… 10

Chapter 2: Literature Review…………………………………………………….. 11

2.1 Introduction …………………………………………………………………………... 11

2.2 Rise of the World Wide Web (W3) ………………………………………………….. 12

2.2.1 Building Blocks of the WWW .……………………………………………. 15

2.2.2 Browsers and Navigation …………………………………………………... 18

2.2.3 Navigation ………………………………………………………………….. 22

2.3 HyperText ……………………………………………………………………………. 23

2.3.1 HyperText History …………………………………………………………. 23

2.3.2 HyperText and Hyperlinks ………………………………………………… 24

2.3.3 HyperText Structure ……………………………………………………….. 25

2.3.3.1 Exploration (Hierarchical) Structure …………………………….. 27

2.3.3.2 Sequential (Next) Structure ……………………………………… 29

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TABLE OF CONTENTS __________________________________________________________________________________________

Page iv

2.3.4 HyperText Metrics ………………………………………………………… 30

2.3.4.1 Converted Distance Matrix (CDM) ……………………………... 31

2.3.4.2 Converted Out Distance (COD) …………………………………. 32

2.3.4.3 Converted Distance (CD) ………………………………………... 32

2.3.4.4 Relative Out Centrality (ROC) …………………………………... 33

2.3.4.5 Compactness (Cp) ………………………………………………... 33

2.3.4.6 Stratum (St) ………………………………………………………. 33

2.3.4.7 Summary of Structure Metrics …………………………………… 35

2.3.5 Lost in Hyperspace – Metrics ……………………………………………… 35

2.4 Web Sites …………………………………………………………………………….. 38

2.4.1 Web Site Definition ………………………………………………………... 39

2.4.2 Web Site Structure …………………………………………………………. 39

2.4.2.1 Web Site Structure - Style Guidelines …………………………… 40

2.4.3 Web Site Metrics …………….……………………………………………... 41

2.5 Summary ……………………………………………………………………………… 42

Chapter 3: Methodology…………………………………………………………… 45

3.1 Introduction …………………………………………………………………………... 45

3.2 Experiment Construction: Web sites ………………………………………………… 47

3.2.1 Quick Response Time ……………………………………………………… 48

3.2.2 Content of Sites Interesting to Subjects ……………………………………. 49

3.2.3 Quantifiably Different Red and Blue Web Site Structures ………………… 49

3.2.3.1 Verifying Red and Blue Web Site Structures are

Quantifiably Different ……………………………………………. 53

3.2.4 Minimise Variables Between Pages of Each Web Site …………………….. 55

3.2.5 Accessible HTTP Log ……………………………………………………… 56

3.3 Experiment Construction: Browser …………………………………………………... 56

3.4 Experiment Construction: Subjects …………………………………………………... 57

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TABLE OF CONTENTS __________________________________________________________________________________________

Page v

3.5 Experimental Task …………………………………………………………………… 58

3.5.1 Questionnaire General Information ………………………………………... 58

3.5.2 Questionnaire Site Red …………………………………………………….. 59

3.5.3 Questionnaire Site Blue ……………………………………………………. 60

3.5.4 Questionnaire Conclusion …………………………………………………. 61

3.5.5 Questionnaire Summary …………………………………………………… 61

3.6 Data Collected ……………………………………………………………………….. 62

3.7 Experiment Summary ………………………………………………………………... 63

Chapter 4: Analysis………………………………………………………….………. 64

4.1 Introduction …………………………………………………………………………... 65

4.2 Statistical Analysis Introduction ……………………………………………………... 66

4.2.1 Data Excluded ……………………………………………………………… 66

4.2.2 Data Transformed ………………………………………………………….. 66

4.3 General Linear Model (GLM) - Repeated Measures ………………………………… 68

4.3.1 Hypotheses …………………………………………………………………. 69

4.3.1.1 Within Subject Null Hypotheses …………………………………. 70

4.3.1.2 Between Subject Null Hypotheses ……………………………….. 71

4.3.2 GLM - Repeated Measures Interpretive Strategy ………………………….. 72

4.3.3 Results of Tests of Multivariate Significance ……………………………… 73

4.3.4 Results of Tests of Univariate Significance Involving

the Within-Subjects Effects ………………………………………………… 74

4.3.4.1 Red - Blue by Experience with WWW, Measure Task time …….. 75

4.3.4.2 Red - Blue by Age, Measure Task Time …………………………. 75

4.3.4.3 Red - Blue by Order, Measure Task Time ……………………….. 76

4.3.4.4 Red - Blue, Measure Task Time …………………………………. 76

4.3.4.5 Red - Blue, Measures the use of Back Button and History List …. 77

4.3.4.6 Summary of Within-Subjects Effects …………………………… 78

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TABLE OF CONTENTS __________________________________________________________________________________________

Page vi

4.3.5 Results of Tests of Univariate Significance Involving

the Between-Subjects Effects ……………………………………………… 79

4.3.5.1 Experience with Computers, Measure Lostness ………………… 80

4.3.5.2 Experience with Computers, Measure Task Time ………………. 80

4.3.5.3 Experience with WWW, Measure Lostness Rating ……………... 81

4.3.5.4 Gender by Age, Measure Lostness Rating ………………………. 81

4.3.5.5 Gender by Age, Measure Comfort Rating ………………………. 82

4.3.5.6 Gender by Age, Measure Number of Nodes Visited …………… 82

4.3.5.7 Summary of Between-Subjects Effects …………………………. 83

4.3.6 Summary of General Linear Model - Repeated Measures ………………… 84

4.3.6.1 Supported Within-Subject Null Hypotheses …………………….. 84

4.3.6.2 Supported Between-Subject Null Hypotheses …………………... 84

4.3.6.3 Rejected Within-Subject Null Hypotheses ……………………… 85

4.3.6.4 Rejected Between-Subject Null Hypotheses ……………………. 87

4.4 Logistic Regression …………………………………………………………………. 88

4.5 Modification of Hypertext Structure Metrics for the Web ………………………….. 90

4.5.1 Improved Converted Distance Matrix for a Web site

Constructed as a Strict Hierarchy ………………………………………….. 93

4.5.2 Application of Modification to the Experimental Red Web Site …………. 96

4.5.3 How the CDMh Effects the Methodology of this Thesis …………………. 99

4.5.4 Multiple and Compromised Hierarchies and the CDMh ………………….. 99

4.5.5 Where to Use the CDMh Modification …………………………………… 100

4.6 Examination of Lostness & Efficiency Indicators and the Web ……………………. 101

4.7 Examination of Questions raised in Chapter 2 ……………………………………… 105

4.8 Summary …………………………………………………………………………….. 110

Chapter 5: Conclusion………………………………………………………….….. 111

5.1 Introduction ………………………………………………………………………….. 111

5.2 Summary of Methodology …………………………………………………………… 112

5.3 Summary of Findings ………………………………………………………………... 113

5.4 Conclusions About the Research Problem …………………………………………... 117

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TABLE OF CONTENTS __________________________________________________________________________________________

Page vii

5.5 Limitations …………………………………………………………………………… 118

5.6 Implications of Research for Web Site Design .……………………………………... 119

5.7 Further Research …………………………………………………………………….. 121

5.8Conclusion ……….…………………………………………………………………... 122

Bibliography …………………………………………………………………………... 121

Appendix A: “A Brief History of the Internet” ………………………………………….. 126

Appendix B: “Web Site Maps” and “Nodes and Hyperlinks of Red and Blue Web sites”. 133

Appendix C: “Converted Distance Matrix – Red and Blue” …………………………….. 139

Appendix D: “Sample Web Pages Red and Blue Sites” …………………………………. 141

Appendix E: “Questionnaire” ……………………………………………………………. 147

Appendix F: “Sample Data From access_log” …………………………………………... 152

Appendix G: “Univariate Tests” ……………………………………………………….… 153 Appendix H: “CDM and CDMh Red Web Site” …………………………………………. 155

Appendix I: “Table of Results Lostness/ Efficiency Indicator” ………………………….. 157

Appendix J: “Experimental Data Set” ……………………………………………………. 159

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LIST OF TABLES __________________________________________________________________________________________

Page viii

List of Tables

Table 2.1: Domain .com growth 1993 - 1997 ……………………………………………. 14

Table 2.2: WebTrends (tm) Complete Summary Report Web Browsers,

Report (Nov. 1996- Feb. 1997) ………………………………………………. 18

Table 2.3: The path measures from which indicators of

lostness and efficiency are derived …………………………………………... 36

Table 3.1: Comparison of red and blue Web site Metrics ……………………………….. 53

Table 4.1: Multivariate Tests (Wilks' Lambda) ………………………………………….. 73

Table 4.2: Excerpt -Univariate Tests of Within-Subjects Contrasts ……………………... 74

Table 4.3: Excerpt -Univariate Tests of Between Subjects Effects ……………………… 79

Table 4.4: Predictors of Preference ……………………………………………………… 89

Table 4.5: Comparison of red and blue Web site Metrics ………………………………. 90

Table 4.6: Original and Modified red Web site metrics

compared to blue Web site metrics ………………………………………….. 96

Table 4.7: A perfect search - Results from Access_log ………………………………… 102

Table 4.8: Excerpt - Table of Results Lostness/ Efficiency Indicator ………………….. 103

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LIST OF DIAGRAMS __________________________________________________________________________________________

Page ix

List of Diagrams

Diagram 2.1: Growth of Internet Browsing Services …………………………………… 13

Diagram 2.2: HTTP Process …………………………………………………………….. 16

Diagram 2.3: Netscape Navigator 3.01 ………………………………………………….. 20

Diagram 2.4: Microsoft Internet Explorer 3.02 …………………………………………. 21

Diagram 2.5 Exploration (Hierarchical) Structure …………………………………….… 27

Diagram 2.6 Strict Hierarchy ……………………………………………………………. 27

Diagram 2.7 Compromised Hierarchy …………………………………………………... 28

Diagram 2.8 Overlapping Hierarchies …………………………………………………... 28

Diagram 2.9 Sequential (Next) Structure ………………………………………………... 29

Diagram 2.10: Distance Matrix ………………………………………………………….. 30

Diagram 2.11: Converted Distance Matrix (CDM) ……………………………………... 31

Diagram 2.12: Converted Out Distance (COD) …………………………………………. 31

Diagram 2.13: Relative Out Centrality (ROC) ………………………………………….. 32

Diagram 2.14: Worked Example of Stratum ……………………………………………. 34

Diagram 4.1: Male and Female Frequencies by Age ……………………………………. 67

Diagram 4.2: Transformed Male and Female Frequencies by Age ……………………... 67

Diagram 4.3: Red - Blue by Experience with WWW, Measure Task Time …………….. 75

Diagram 4.4: Red - Blue by Age, Measure Task Time ………………………………….. 75

Diagram 4.5: Red - Blue by Order, Measure Task Time ………………………………… 76

Diagram 4.6: Red - Blue, Measure Task Time …………………………………………... 76

Diagram 4.7: Red - Blue, Measure the use of Back Button and History List …………… 77

Diagram 4.8: Scatter Plot - Exp. with Computers, Measure Lostness …………………... 80

Diagram 4.9: Scatter Plot - Exp. with Computers, Measure Task Time ………………… 80

Diagram 4.10: Scatter Plot - Exp. with WWW and Lostness Rating ……………………. 81

Diagram 4.11: Gender by Age, Measure Lostness Rating ………………………………. 81

Diagram 4.12: Gender by Age, Measure Comfort Rating ………………………………. 82

Diagram 4.13: Gender by Age, Measure Number of Nodes Visited ……………………. 82

Diagram 4.14: Converted Distance Matrix (CDM) ……………………………………... 94

Diagram 5.1: Combined Hierarchy ……………………………………………………… 120

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LIST OF DIAGRAMS __________________________________________________________________________________________

Page x

Diagram 4.15: Strict Hierarchical Web Site Converted Distance Matrix (CDMh) ……... 95

Diagram 4.16: Estimated Marginal Means of Task Time per Site ……………………… 97

Diagram 4.17: Overlapping Hierarchy ………………………………………………….. 99

Diagram 4.18: Compromised Hierarchy …………………………………………….…... 100

Diagram 4.19: Estimated Marginal Means of Lostness and Comfort …………………... 108

Diagram 4.20: Estimated Marginal Means of Visited Nodes and Task Time …………... 108

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INTRODUCTION __________________________________________________________________________________________

Page 1

Chapter 1

INTRODUCTION 1.1 Background

The popularity of the personal computer and the Internet continues to grow in the

global community. Currently the Internet is growing in popularity by an “order of magnitude”

yearly (Bowman et al., 1994). Estimates predict that by the end of the year 2000 AD, 480

million people will be connected to the Internet.

With the advent of HyperText, first proposed by Vannevar Bush (1945) and the World

Wide Web (Berners-Lee & Calliau, 1990), a global pool of information has been created. The

World Wide Web is being used for education, marketing, on-line publishing, business and by

many other special interest groups and individuals.

Personal Web sites are becoming increasingly popular, where the Web site is a

carefully constructed portrayal of the person themselves (Erickson, 1996). Just as individuals

are increasing their presence on the Web, so are corporations. The World Wide Web has now

become part of the commercial world. Web sites are now advertised on radio and television as

part of overall marketing strategies.

Users locate Web sites on the World Wide Web by a variety of methods. The most

common are (GVU, 1996); search engines (index and meta-index), advertising (television,

radio and print), opportunistic (following links from page to page, as encountered) and

bookmarked/favorites (revisiting pages added to the user’s bookmark/favorite file).

Regardless of what method a user utilizes to locate a Web site, once it is located the user must

navigate the structure of the Web site to find the information sought.

Users browsing a Web site may not be able to remember how they arrived at a

particular piece of information and then become disorientated. This is known as “lost in

hyperspace” (Nelson & Kearsley, 1989; Rivlin et al., 1994; Botafogo et al., 1992). The

structure of the Web site should be designed to reduce this feeling of lostness (defined in

Section 2.3.5).

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INTRODUCTION __________________________________________________________________________________________

Page 2

Much work has been done with HyperText relating to the subject of structure,

including the development of metrics. These metrics were developed to specifically measure

and compare the structure of HyperText documents (Botafogo, Rivlin & Scheiderman, 1992;

1994). Since the World Wide Web is a modified form of HyperText, the body of research on

this subject (HyperText) can be directly related to the World Wide Web.

However, with the improvements to the browsers (Section 2.2.2) utilized by users

accessing the World Wide Web, the previous research on HyperText may require

modification.

The researcher of this thesis conducted a search of the World Wide Web, scientific

journals and academic papers for up-to-date work on user perceptions of Web site structures.

None was found. As the World Wide Web continues to grow, the structure of Web sites

becomes increasingly important. Web site developers, whether personal or corporate, desire

users to be able to quickly locate the information they seek.

1.2 Research Question and Hypothesis

The structure of a Web site is the way the pages of the site are linked together by

Hyperlinks. Previous research into HyperText defines two main types of structure --

sequential and exploration (Thuring et al., 1991; Section 2.3.3). Exploration (hierarchical)

structures are classified as strict, compromised and overlapping hierarchies (Woodhead, 1990;

Section 2.3.3.1). These structures and the user’s perception of these structures are the focus

of this thesis. The research question is:

“What is the effect of Web site structure on users’ perception of navigability?”

The overall hypothesis of this thesis is:

Ho: Web site structure does not affect the user perception of navigability.

HA: Web site structure does affect the user perception of navigability.

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INTRODUCTION __________________________________________________________________________________________

Page 3

In endeavouring to answer the research question, four other related questions were

raised:

1. Do users utilize the features of modern browsers to aid navigation within a Web site?

2. Which structure would users prefer -- heavily cross-linked or a strict hierarchy?

3. Which type of Web site -- heavily crossed-linked or strictly hierarchical -- increases the

users’ likelihood of experiencing the “Lost in Hyperspace” phenomenon?

4. Is the previous research in HyperText metrics still valid, when applied to Web sites

accessed by modern browsers?

1.3 Justification of the Research

The research question is a justifiable research task for a number of reasons:

• understanding a user’s perceptions of the structure of Web sites, will lead Web developers

to design sites that reduce the user’s likelihood of experiencing the “lost in hyperspace”

phenomenon;

• understanding a user’s perceptions of the structure of Web sites, should allow Web site

designers to construct sites that the user can easily understand and navigate (user friendly

design). This should lead to an increase in speed of access to desired information;

• as there is no (to the researcher’s knowledge) up-to-date research on users perceptions of

Web site structures, an investigation into this area may uncover influences on users based

on age, gender and experience;

• the previous research into HyperText structures and metrics may require updating when

applied to the World Wide Web. The exploration of structures and metrics in this thesis

will provide empirical evidence of the validity of the previously proposed metrics, in

reference to the World Wide Web.

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INTRODUCTION __________________________________________________________________________________________

Page 4

1.4 Definitions

The researcher has attempted throughout this thesis to provide the expansion of each

acronym used.

Examples: National Science Foundation Network (NSFNET)

National Center for Supercomputing Applications (NCSA)

CERN (Conseil Europeen pour la Recherche Nucleaire)

However, throughout this thesis there are several terms that are interchangeable, these

are listed below:

• Favorite (Microsoft) and Bookmark (Netscape): a collection of user saved URLs

(Universal Resource Locators) which are addresses of Web sites on the World Wide Web.

• Hierarchical and exploration structure: Structure that allows user access to nodes in an

undefined order. Hierarchical structures are classified as strict, compromised or

overlapping, defined in Section 2.3.3.1

• Homepage and root node: the initial page (node) on entry to a World Wide Web site or

HyperText document. Also can be the apex of a hierarchical structure.

• Hyperlink and link: each Hyperlink has a source, which the user may activate, and a

target (destination). The procedure of moving electronically from the source to the target

is known as traversing the link.

• Node and page: node refers to a document in HyperText and page refers to a document on

the World Wide Web. For the purposes of this thesis node and page are interchangeable.

• Sequential and next structure: Structure that defines the order of user access to nodes,

defined in Section 2.3.3.2

• World Wide Web, WWW, W3 and the Web. A massive, distributed hypermedia

environment that is part of the Internet, consisting of documents, sites and indexes

(Taylor, 1995).

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INTRODUCTION __________________________________________________________________________________________

Page 5

1.5 Methodology

The focus of this thesis is the effect of Web site structure on user perception of

navigability. To research this question the author constructed two experimental Web sites

(labeled “red” and “blue”), using different structures, to examine the users’ perceptions of

navigability.

The underlying structure of both sites is hierarchical, but different types of hierarchical

structure were utilized. The red site is a strict hierarchy (Section 2.3.3.1) which contains a

total of 72 Hyperlinks. The blue site uses compromised and overlapping hierarchies (Section

2.3.3.1) as well as sequential structures (Section 2.3.3.2). The blue site contains a total of 736

Hyperlinks. The sites were specifically designed to be at the extremes of Botafogo et al’s

(1992) metrics.

The 113 subjects who undertook this experiment were drawn from the staff and

student body (undergraduate and postgraduate) of Southern Cross University. Each subject

was given two tasks and a questionnaire to complete for each of the two Web sites. Fifty

percent of subjects were directed to complete the red site first, while the remainder were

directed to complete the blue site first.

The questions posed in the questionnaire are designed to capture from the subjects

their perceptions of the structure of the two Web sites. Also captured in the questionnaire are

the user’s utilization of facilities intrinsic to the Web browser and general information about

the subject including age, gender and experience both with computers and the World Wide

Web.

The experimental data collected consisted of completed questionnaires and the server

log file for each subject in the experiment.

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INTRODUCTION __________________________________________________________________________________________

Page 6

1.5.1 Statistical Processes

Two types of statistical analyses were performed on the data collected in the

experiment.

The first analysis performed is a doubly multivariate analysis of variance - repeated

measures (Section 4.3). This analysis tests the significance of differences between the red and

blue Web sites on lost rating, usage of Back button, usage of History list, comfort rating,

number of nodes visited and time to complete the task (within subject factors). It also tests the

significance of the influence of the between subjects factors:

1. Experience with Computers.

2. Experience with the WWW.

3. Gender.

4. Age.

5. Order (red or blue completed first).

6. Gender by Age.

7. Gender by Order.

8. Age by Order.

Where the previously mentioned factors do not influence red – blue differences, the

effect of factors will be examined for overall (both Web sites) influence.

The second statistical analysis performed on the experimental data was a logistic

regression (Section 4.4). This was done to analyze the results of the experiment to find which

component(s) of the data predict Web site (red or blue) preference. The components analyzed

are:

1 Experience with Computers

2 Experience with WWW

3 Gender

4 Age

5 Order (red or blue Web site 1st)

6 Usage of Back button

7 Usage of History list

8 Lost

9 Comfortably

10 Time to complete (task time)

11 Visited nodes

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1.6 Limitations and Key Assumptions

Limitations:

1 The experiment was restricted to the campus of Southern Cross University as the

equipment (server and workstations) required to conduct the experiment were located on

campus grounds. The off campus delay in response time from the server would have

distorted the measure of time to complete the task for each Web site.

2 The experiment used Microsoft’s Internet Explorer 3.02 for browsing the experimental

Web sites. The most popular browser in use at time of writing this thesis was Netscape’s

Navigator (Webtrends, 1997; Section 2.2.2). Policy at the School of Multimedia and

Information Technology of Southern Cross University prevented usage of any version of

Netscape Navigator after 2.02. As Internet Explorer 3.02 was a much more recent release

it was chosen as the browser.

3 Each subject’s exact traversal path could not be tracked. This information would have

allowed the metrics of lostness and efficiency developed by Smith (1996), as described in

section 2.3.5, to be applied to each subject of the experiment. This would have tested

these metrics in relation to the Web with empirical evidence. Internet Explorer 3.02

caches each Web page as it downloads. The next time a cached Web page is accessed,

whether via the back, history list or another Hyperlink, Internet Explorer accesses the

client’s cache, not the server (host). As no GET command is issued to the server by the

browser for accessing a previously visited node these data could not be collected.

Assumptions:

1 It is assumed that the university students (undergraduate and postgraduate) and staff

represent all WWW users in their ability to navigate Web sites.

2 It is assumed that any person who knows more than 20 comic book characters represented

in the content (Section 3.2.2) of the Web sites will know one or more of the answers to

the tasks set (Section 3.5.3 and Section 3.5.4). Therefore this subject should be removed

from the sample.

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3. It is assumed that a user’s perception of navigability is a function of perceptions lost,

comfort and preference. Users that experience a low level of lost, high level of comfort

and prefer a particular structure are considered to perceive that structure as more

navigable. The inverse of this condition, users whom experience high level of lost, low

level of comfort and do not prefer a particular structure are considered to have

experienced the “lost in hyperspace” phenomenon within this structure.

1.7 Outline of Thesis

This thesis has five chapters. Chapter 1 is designed to establish the reasons for,

framework and design of the intended research work.

Chapter 2 is a literature review that will explore the following areas:

• History of the W3.

• The protocols and standards associated with the W3.

• The common browsers used to access the W3.

• Strategies for navigating the W3.

• History of HyperText.

• Hyperlinks.

• Previous research into HyperText structures.

• The metrics associated with HyperText.

The previous research into HyperText structure and HyperText metrics will then be

related to Web sites.

Chapter 3: Methodology, provides a complete description of the experimental design

in relation to the Web sites, browser and subjects. Also examined, is the design of the

questionnaire and additional data collected.

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Chapter 4: Analysis of Data, examines in detail the two analyses performed and

reports the results of these analyses (Section 4.2 to Section 4.4). Chapter 4 also proposes a

modification (Section 4.5) to metrics developed by Botafogo, Rivlin and Scheiderman (1992;

1994), for strictly hierarchical Web sites. In addition to this, Chapter 4 compares experimental

evidence with the HyperText lostness and efficiency indicators (Section 4.6) developed by

Smith (1996) in relation to Web sites.

Finally Chapter 4 answers the four questions that were raised in Chapter 2;

• Do users utilize the features of modern browsers to aid navigation within a Web site?

• Which structure would users prefer - heavily cross-linked or a strict hierarchy?

• Which type of Web site - heavily crossed-linked or strictly hierarchical - increases the

user’s likelihood of experiencing the “Lost in Hyperspace” phenomenon?

• Is the previous research in HyperText metrics still valid, when applied to Web sites

accessed by modern browsers?

Chapter 5: Summary and Conclusions, reports rejection of the null hypothesis (HO)

and supports the alternative hypothesis (HA) of this thesis. Chapter 5 also examines the four

additional questions raised in researching the thesis’ overall hypothesis. Finally, Chapter 5

recommends areas of further research arising from the findings of this thesis.

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1.8 Summary

This chapter has presented the background of the research to be undertaken in this

dissertation. It has introduced the research question and hypothesis. The purpose of the

research has been established, as well as the benefits to be obtained from the completion of

the research.

The method of obtaining the required data has been briefly outlined, as well as the

statistical processes the data will be subjected to. The limitations and assumptions of the

research have been stated.

An overview of the thesis was also presented describing what will be accomplished in

each chapter of the thesis. The next chapter of this thesis will review the relevant literature

associated with the overall research question.

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LITERATURE REVIEW _________________________________________________________________________________________________________

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Chapter 2

LITERATURE REVIEW 2.1 Introduction

The popularity of the Internet continues to grow in the global community. Once the

exclusive domain of academia and scientists the Internet has also become, with the advent of

HyperText and the World Wide Web (W3), a global pool of information for education,

marketing, hobbyists, on-line publishing, business and many other special interest groups.

As the W3 continues to grow the structure of Web sites (defined in section 2.4.1)

becomes increasingly important as Web site developers desire users to be able to quickly

locate the information they seek. Users can quickly be overwhelmed with the vast array of

links available on each Web site. This in turn can cause the user to experience the sense of

“lost in hyperspace" (Shneiderman & Kearsley, 1989, p.49). This condition is a result of the

user experiencing disorientation from traversing a complex structure.

The focus of this thesis is the effect of Web site structure on the users’ perceptions of

navigability. In order to facilitate this focus, the following areas will be explored:

• History of the WWW.

• The protocols and standards associated with the W3.

• The common browsers used to access the W3.

• Strategies for navigating the W3.

• History of HyperText.

• Previous research into HyperText structures.

• The metrics associated with HyperText.

The previous research into HyperText structure and HyperText metrics will then be

related to Web sites.

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2.2 Rise of the World Wide Web (W3)

The origin of the Internet can be traced back to the early 1960s (Appendix A, A Brief

History of the Internet). The WWW is perhaps, the Internet’s most widely known application.

This section of the thesis will explore the history of the W3.

The W3 was first proposed in the paper “Information Management: A Proposal” by

Tim Berners-Lee for CERN (Conseil Europeen pour la Recherche Nucleaire). This document

was followed in November of 1990 with the proposal “WorldWideWeb: Proposal for a

HyperText Project” co-authored by Tim Berners-Lee and Robert Calliau. The proposal

outlined a project to use HyperText to link and access information from reports, notes,

databases and on-line help systems. A user would be able to browse this information at will.

The project required two main building blocks, a browser and a server (Berners-Lee &

Calliau 1990).

The browser would be a native application running on the client machine. The

browser would display and allow navigation of the HyperText nodes (documents or pages).

Also, the browser would remember what links were traversed and how to go back to previous

visited nodes. The server would have a native application program that manages nodes on the

machine and negotiates presentation format with the browser.

In 1992 there were twenty-six (26) W3 servers in operation, browsers included

Erwise, Viola and Ver. 1.2 of the original Line mode browser (Calliau, 1995). In January

1993 there were 50 known W3 servers in operation. This number increases to 200 in October.

In February the National Center for Supercomputing Applications (NCSA) releases “Mosaic”.

In March W3 traffic measures 0.1% of National Science Foundation Network’s (NSFNET)

backbone this figure increases to 1% by September. (Calliau, 1995)

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In 1994 Mosaic Communications Corporation (Now Netscape) was formed. The first

International WWW Conference is held at CERN, Geneva, Switzerland. The second

International WWW Conference is held in Chicago. Growth of W3 traffic on the NSFNET

moves to second place (11.7%) behind File Transfer Protocol (19.6%). By April of 1995 W3

traffic reaches first place (21.4%) well ahead of Telnet (7.5%) and FTP (14%). (NSFNET

Statistics cited in Berghel, 1996) The growth of WWW vs. Gopher traffic is shown

graphically below.

Diagram 2.1: Growth of Internet Browsing Services

Today the W3 has become a pool of knowledge and allows the collaboration between

remote sites, its creator Berners-Lee, intended. (Berners-Lee et al. 1994, p.76) However, the

World Wide Web has become much, much more.

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“Personal pages and the web are not being used to ‘publish information’; they are

being used to construct identity—useful information is just a side effect. A personal page is a

carefully constructed portrayal of a person. This insight leads me to characterize the web as a

social hyper-text. The nodes—at least some of them—are becoming representations of

people.” (Erickson 1996, p.15)

Just as individuals are increasing their presence on the Web, so are corporations. The

W3 has now become a part of the commercial world. Web sites are now advertised on both

television and radio as part of overall marketing strategies. Examples of this are:

* http://www.harveynorman.com.au (Harvey Norman) * http://www.toyota.com (Toyota) * http://www.cocacola.com (Coca-Cola) * http://www.microsoft.com (Microsoft) * http://www.coles.com.au (Coles Supermarkets) * http://www.ford.com (Ford) * http://www.paramount.com (Paramount Studios)

A large part of the future of the Web is tied to business interests as on-line shopping

continues to grow and the amount of business taking place on the web increases. The

following table shows the growth of the .com domain on the W3. A .com site is a commercial

site.

Table 2.1:

Domain .com growth 1993 - 1997 (Gray, 1996)

Month/Year Number of Web sites % of .com sites/all sites

06/93 130 1.5

12/93 623 4.6

06/94 2,738 13.5

12/94 10,022 18.3

06/95 23,500 31.3

01/96 100,000 50.0

06/96 230,000 (est.) 62.6

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The W3 in its short history has grown into a gigantic, multifaceted tool for humanity.

However, to understand what the WWW is, it is necessary to understand the building blocks

that allow the Web to work.

2.2.1 Building Blocks of the WWW

The three main concepts that allow the W3 to work are:

URL (Uniform Resource Locator, a.k.a. Universal Resource Locator)

The address system of the W3, the URL contains the protocol to be used, address &

type of server, type of organization, location (geographically), and address within server of

web site. An example follows;

http://www.scu.edu.au/research/grc

1 2 3 4 5

1 (http://) Indicates http protocol is to be used on the string (see over page for a description of this protocol)

2 (www.scu) Name of the server in this case the World Wide Web server at Southern Cross University

3 (.edu) Type of organization, in this case an educational institution. Other common types are: .com, (commercial) .org (organization) .gov (government) and .net (network). (see Note below)

4 (.au) Geographic location, in this case Australia. Other examples are: .ca, (Canada) .uk (United Kingdom) etc. The absence of geographic location indicates the site is located in the United States of America.

5 (/research/grc) Address within the server of the W3 site. The “/” defines a sub-directory within the server.

Note: On the 4th of February 1997 the International Ad Hoc Committee (IAHC) announced

the introduction of 7 new generic names. When the plan is implemented, the additions to the

existing domains will be .firm, .store, .web, .arts, .rec, .info and .nom .

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HTTP (HyperText Transfer Protocol)

“Perhaps misnamed, rather than being a protocol for transferring hypertext, HTTP is

a protocol for transferring information with the efficiency necessary for making hypertext

jumps. The data transferred may be plain text, hypertext, images, or anything else.” (Berners-

Lee et al. 1994, p.78)

Both FTP (File Transfer Protocol) and NNTP (Network News Transfer Protocol) have

been in use for years on the Internet. What makes HTTP different is that it is stateless. This

means that it runs over a TCP (Transmission Control Protocol) connection and is held for the

duration of a single operation. This stateless model is efficient when a link can refer to an

address not only within the same server, but could be contained within any other server as

well.

A client’s (browser’s) HTTP request starts with a method (GET, PUT, POST etc.) and

the URL of the object the client is addressing. The HTTP server (host) then returns the result

of the HTTP request to the client (browser) that requested it. This process is shown in figure

2.3.

Client (browser)

Web page

.

Link1 Request for Object Server (host)

Object Located

Response

Time Object Object Returned

Object 2

displayed 1 Link can be graphic or text 2 Object being returned could be graphic, text,

multimedia or another Web page

Diagram 2.2: HTTP Process

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HTML (HyperText Markup Language)

“Despite the ability of HTTP to negotiate formats, W3 needed a common basic

language of interchange for hypertext. HTML is that language, and much of the fabric of the

Web is constructed out of it. It was designed to be sufficiently simple so as to be easily

produced by both people and programs, but also to adhere to the SGML standard…”

(Berners-Lee et al. 1994, pp.78-79)

HTML 3.2 is the current standard for HTML. HTML 3.2 is an SGML application

conforming to International Standard ISO 8879 -- Standard Generalized Markup Language

(SGML). As an SGML application, the syntax of a HTML 3.2 document is defined by the

combination of the SGML declaration and the document type definition (DTD). This

specification defines the intended interpretation of HTML 3.2 elements, and places further

constraints on the permitted syntax which are otherwise inexpressible in the DTD (Ragett,

1997).

HTML is a language for formatting documents. HTML files are stored in ASCII

(American Standard Code for Information Interchange) format and contain tags that can be

read (parsed) by a browser. These tags refer to the formatting of the document. Some

examples of the tags are;

• <HTML> … </HTML> encloses the entire HTML document. • <HEAD> … </HEAD> encloses head of HTML document. • <BODY> … </BODY> encloses body (text and tags) of HTML document. • <TITLE> … </TITLE> title of HTML document. • <P> … </P> a plain paragraph. • <B> … </B> boldface text • <I> … </I> italic text • <A> … </A> creates link or anchor uses HREF = “…” for URL of object linked. • <FONT> … </FONT> change size of font for enclosed text uses SIZE = “1 to 7”. • <HR> horizontal rulers line. • <BR> a line break.

Having briefly looked at the three main concepts that define the W3, the next section

of this thesis will explore the browsers commonly used to access the W3.

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2.2.2 Browsers and Navigation

There are many different browsers available to “surf” (browse) the W3. However,

only the four most common will be explored. Particular emphasis is placed on Netscape’s

“Navigator” and Microsoft’s “Internet Explorer” as at the time of writing these two browsers

account for over 96% of all browsing on the Web. This is demonstrated in the partial

reproduction of the statistics from WebTrends in Table 4.

Table 2.2: WebTrends (tm) Complete Summary Report

Web Browsers Report (Nov. 1996- Feb. 1997)

(Webtrends, 1997)

Ranking Browser Hits % of Total User Sessions

1 Netscape Navigator 1462377 65.89% 46883

2 Microsoft Internet Explorer 693435 31.24% 24856

………………………………………………………………………………………….

13 Lynx 1005 0.04% 420

………………………………………………………………………………………….

32 NCSA Mosaic 239 0.01% 33

Statistics based on browser access to WebTrends World Wide Web (HTTP) server.

In the examination of each of the four browsers, the features that support navigation of

the Web will be given specific attention.

Lynx

Lynx was one of the first W3 browsers available, it was developed by Lou Montulli,

Charles Rezac and Michael Grobe of Academic Computing Services at The University of

Kansas. The latest version of Lynx (at time of writing this thesis) is Version 2.3. (Blythe et

al., 1996)

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Lynx is a text-based browser: no graphics, no sound, and not even varied fonts. The

result of not supporting multimedia is that Lynx is very fast. Lynx, even though it does not

support real-time multimedia, allows links to multimedia to be followed and downloaded.

Typically, Lynx is an application for UNIX or VMS platforms. Remote users dial up host,

using a VT100 terminal emulator to access the Lynx browser. Lynx uses only text input for

control of the system.

Navigation aids in Lynx:

Display - Current URL shown in text displayed to screen.

Back - Return to previous Web page. Accessed by the left cursor key.

History List - Displays the title of each Web page, in order of access, visited in

current browsing session. Accessed by the backspace key.

Bookmarks - User can add or visit a bookmark. The bookmark file contains the URLs

of the W3 locations. Accessed by the “A” key to add a bookmark. The “V” key is used

to display both the bookmarks and the selection menu.

Mosaic

The National Center for Supercomputing Applications (NCSA) released Mosaic in

1989, free of charge to the Internet community. The current version of Mosaic in use (at time

of writing this thesis) is 2.6. Mosaic has full multimedia capability and uses a mouse as the

primary navigation device (NCSA, 1997). The Mosaic browser has versions available for

Windows, Macintosh and X-Windows (UNIX).

Navigation aids in Mosaic:

Display - Document title and URL are displayed.

History List - Contains the URLs of the current session. Both Back and Forward

facilities use the information contained within this list to perform their function.

Back - Loads the last Web page visited in history list.

Forward - Loads next Web page in history list.

Home - Returns to default Web page (set by user).

Hotlist – User’s list of Web pages.

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Netscape Navigator (a.k.a. Mozilla)

Jim Clark and Marc Andreessen

founded Mosaic Communications

Corporation (later Netscape

Communications Corporation) in April

1994. Marc Andreessen developed the

idea for the NCSA Mosaic browser for

the Internet in the fall of 1992 while he

was an undergraduate student at the

University of Illinois and a staff member

at the university's National Center for

Supercomputing Applications in

Champaign, Illinois. (NCC, 1997)

Diagram 2.3: Netscape Navigator 3.01

At the time of writing this thesis, the current version of Navigator is 3.01. Navigator

has full multimedia capability and allows further development through the use of third party

plug-ins. Navigator uses a point and click environment, with the mouse as the primary

navigation device. The Netscape browsers have versions for Windows, UNIX (9 different

versions), OS/2 Warp, Open VMS and Macintosh.

Navigation aids in Navigator include:

Display - Document title and URL are displayed.

History List - Contains the URLs of the current session. Both Back and Forward facilities use the information contained within this list to perform their function.

Back - Loads the last Web page visited in history list.

Forward - Loads next Web page in history list.

Home - Returns to default Web page (set by user).

Bookmarks – User’s list of saved Web pages.

Link / Visited Link - All HyperText links are shown in coloured text (typically blue), if user has previously accessed this URL a different coloured text is displayed (typically purple).

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Microsoft Internet Explorer

Internet Explorer appeared in

August 1995 with the introduction of

Windows 95. Originally based on Mosaic

technology, Internet Explorer has rapidly

evolved into a full-featured browser.

Originally developed only for Windows

95, Internet Explorer has been modified

to operate with Windows 3.11,

Macintosh and Windows NT.

At the time of writing this thesis,

the current version of Internet Explorer is

3.02. Microsoft’s Internet Explorer uses Diagram 2.4: Microsoft Internet Explorer 3.02

a point and click environment, with the mouse as the primary navigation device.

Navigation aids in Internet Explorer include:

Display - Document title and URL are displayed.

History List - Contains the URLs of the current session. Both Back and Forward facilities use the information contained within this list to perform their function.

Back - Loads the last Web page visited in history list.

Forward - Loads next Web page in history list.

Home - Returns to default Web page (set by user).

Favorites – User’s list of saved Web pages.

Link / Visited Link - - All HyperText links are shown in coloured text (typically blue), if user has previously accessed this URL a different coloured text is displayed (typically purple). Having explored the four most common browsers used to navigate the W3, with a

particular emphasis on their navigational aids, the next section of this thesis will examine

navigation of the World Wide Web.

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2.2.3 Navigation

Current navigation on the Web depends on the strategy adopted by the user. The 6th

Graphic, Visualization & Usability Center (GVU) WWW user survey asked respondents:

“People browse the Web in many different ways. Please put a check against all of the

following that accurately describe how you like to browse the Web.

Go to links from my Favorites/Bookmark

Type in the URL I want to go to

Go from one link to another, page to page - a happy-go-lucky browser

Locate the URL through search pages - like Alta Vista, Lycos, etc.

Locate the URL thought Meta-Indexes - like Yahoo, McKinley, etc.”

(GVU, 1996)

Strategies and percentage of usage that have been adopted by users were:

• Favorite/Bookmark (users revisiting pages they have added to their favorite/bookmark

file). 82.69%

• Index (using search engines such as Lycos). 78.1%

• Meta-index (using large indices such as Yahoo). 59.45%

• Opportunistic (following links from page to page as they are encountered). 64.16%

• URL (typing in known URLs). 69.44%

What is of particular interest to the researcher is the fact that regardless of what

strategy the user adopted, once the Web site is located, the user must interact with the

structure of the site. Also of interest, is whether users utilize the navigational aids inherent to

their browser to assist in searching a Web site structure.

Navigation on a Web site consists of the traversal of HyperText style links between

documents (pages). The structure of a Web site is similar to HyperText document structure.

There is a considerable amount of literature on HyperText structures. The next section of this

thesis will review the research on HyperText.

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2.3 HyperText

This section of the thesis will examine the history, links, structure types and metrics

associated with HyperText. Since the WWW is a modified form of HyperText, the structures

and metrics examined in this section will then be related to Web sites in section 2.4.

2.3.1 HyperText History

Vannevar Bush provided the first detailed account of a HyperText system in 1945,

while Director of the U.S. Office of Scientific Research and Development, and a trusted

science advisor to the President. Bush described a device he called “Memex” (Bush, 1945).

In 1965 Ted Nelson was writing about hypermedia (he is credited with coining the

terms HyperText and Hypermedia), with an emphasis on the literary point of view. Nelson is

also famous for his description of Xanadu - a worldwide network of computers with access to

a database of all of the world's knowledge. Nelson spent much of his time in the 70s & 80s

attempting to bring Xanadu to market as a commercial system. Xanadu was very much a

forerunner to today's WWW (Phelps, 1994; Nelson, 1992).

Some other early and classical HyperText systems were:

(Calliau, 1995; Brown, 1991; Shneiderman, 1992; Rada, 1991)

• NLS system (demonstrated by Doug Engelbart in 1968)

• HyperText Editing System (Andries van Dam at Brown University in 1968)

• ZOG, or the Knowledge Management System - KMS (Allen Newell and others at

Carnegie-Mellon University in 1972)

• Dataland (Nicholas Negroponte and Richard A. Bolt at MIT in 1976)

• OWL (On With Learning) Guide (Peter Brown at the University of Kent in 1986, and later

OWL International as a commercial product)

• Hypercard (Bill Atkinson at Apple Computer in 1987)

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2.3.2 HyperText and Hyperlinks

Information in a HyperText document is threaded together with links. These links are

referred to as Hyperlinks. The term Hyperlink can also be used as a verb, as in, one part of a

document is hyperlinked to another. The user of a HyperText document need not progress

sequentially through a document but instead, may make electronic leaps from one part to

another (Martin, 1990; Nelson, 1992).

Each Hyperlink has a source, which the user may activate, and a target (destination).

The procedure of moving electronically from the source to the target is known as traversing

the Hyperlink (Martin, 1990; Nelson 1992).

A source of a Hyperlink is usually one of the following: * A word in text. * A contiguous group of words in text. * A marked area of a diagram. * A label on part of a diagram. * A graphic. The target (destination) of a Hyperlink is usually one of the following:

• A line of text. • A segment of a HyperText document. • Another document. • A graphic. • A video, audio or animation sequence. • A program.

When a Hyperlink points to another document, the user can traverse the link to the

destination document. These types of links are sometimes known as “semi links” (Pam,

1995). They are univisible (seen from the originating end) and unifollowable (followed in one

direction).

Ted Nelson’s Xanadu incorporated bivisible and bifollowable links. A bivisible link is

a link that is visible from the source document and the destination document. A bifollowable

link can be traversed from the source document to the destination document and vice versa

(Deemer, 1994; Nelson, 1992).

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A document containing Hyperlinks highlights the Hyperlinks either with reverse video

or colour. For a user to traverse these links, a pointing device (keyboard, mouse etc.) guide a

cursor displayed on the screen over the highlighted Hyperlink, the user then activates (clicks)

the pointing device. As a user makes choices presented to them in a HyperText system, they

are traversing between the source and the destination of each link followed. This process is

commonly referred to as navigating the HyperText structure.

2.3.3 HyperText Structure

Hierarchical or tree hypermedia can be particularly useful at a user’s conceptual level

by providing manageable structure in large documents or applications; at progressively

higher levels in the hierarchy increasing abstraction occurs, thus decreasing complexity. …

This is a common default structure in commercial hypermedia systems.”

(Woodhead, 1990, p. 121)

The comprehension and navigation of a HyperText document depends on the reader's

ability to construct a coherent mental representation. It is the HyperText author’s

responsibility to ensure the construction of the HyperText document as a coherent entity. The

construction of a coherent HyperText document can be considered to be a design problem.

Guidelines have been developed, for example, by Thuring et al., for the construction of a

coherent HyperText document. Such a document should consist of the following three

components - the content part, the organizational part, and the presentation part (Thuring et

al., 1991).

The content part contains design objects that carry information. They are content nodes

and content links. Content nodes are nodes that contain the Hyperdocument’s actual

information (content).

Content links are links that join content nodes based on a semantic relationship between

the nodes. The content link (a.k.a. cross-reference link) is part of the structure of a HyperText

document and is also part of the content of the document. This type of link is easy to

understand in context, but can if used excessively damage the user’s understanding of the

structure of the HyperText document (Woodhead, 1990).

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Design objects of the organizational part increase coherence by structuring the

Hyperdocument in a reader-oriented perspective. Structures organize content nodes and links

in a specific manner. There are two main structures that can be utilized: sequential (next) and

exploration (hierarchical).

The presentation part is concerned with the actual display of structure and content and

provides an aid to navigation. Authors can adopt one of three styles:

* Textual Style: Presentation is limited to the textual display of the content of nodes.

* Graphical Style: There is a graphical display, such as a map of the structure.

* Combined Style: Both text and graphics are used to provide a map of the site.

The organizational and context parts are the structure of the HyperText. The

presentation part is a map (textual or graphical) provided to increase the user’s understanding

of the structure of the HyperText document.

Thuring et al. have suggested only two types of HyperText structures: exploration and

sequence. While sequencing constrains the reader's navigation through the document,

exploration nodes and links allow unconstrained access to content in a hierarchical manner

(Thuring et al., 1991).

Woodhead previously had suggested that the hierarchical model has three sub-

versions, being strict hierarchy, compromised hierarchy and overlapping hierarchies.

As the structure of Web sites is the focus of this thesis, the concepts behind

exploration (hierarchical) and sequential structures will be explored further in the following

sections of this thesis (Sections 2.3.3.1 and 2.3.3.2).

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2.3.3.1 Exploration (Hierarchical) Structure

Exploration structure allows the reader to explore the content of a document. The

reader can simply follow the content links to explore the content of nodes. Exploration links

provide access to exploration nodes. An exploration link can be embedded into a sequencing

node or an exploration node, and points to the beginning of an exploration node. Diagram 2.6

shows an exploration structure. On entry to node 1 the user has access, in any order, to the

content in nodes 2 to 8.

Diagram 2.5 Exploration (Hierarchical) Structure

Woodhead previously elaborated on hierarchical structure by introducing strict,

compromised and overlapping hierarchies (Woodhead, 1990 p. 122). Diagram 2.7 below

displays a strict hierarchy, all links in the diagram are the type of link Thuring et al. calls a

exploration link.

Diagram 2.6 Strict Hierarchy

1

2 3 4 5 6 7 8

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A compromised hierarchy according to Woodhead, is a hierarchy that contains loops

and cross-referential links. Diagram 2.8 demonstrates this concept visually. Note that in

diagram 2.8 “A” is a cross-reference link and “B” is a loop link.

“A” “B”

Diagram 2.7 Compromised Hierarchy

The final structure suggested by Woodhead (1990) is overlapping hierarchies. This

type of structure, contains several hierarchical structures that are cross-referenced diagram

2.9 displays this concept.

Diagram 2.8 Overlapping Hierarchies

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2.3.3.2 Sequential (Next) Structure

Sequential nodes and links allow the author to define the reading sequence through

the content. Readers can read only those content nodes that are determined by the sequencing

structure. Sequencing links associate the content of each sequencing node with a presentation

sequence. Sequencing links can be used to define ordering such as linear sequence through

the content. Diagram 2.10 shows a sequential structure. On entry to node 1 the user is forced

to follow the author’s path to node 8, through the content in a linear manner.

Diagram 2.9 Sequential (Next) Structure

The sequential structure can be used to provide an author’s guided tour of a

HyperText document.

Now that an understanding of the structures in HyperText has been achieved several

questions were raised in the researcher’s mind:

• Which structure would users prefer -- heavily cross-linked or a strict hierarchy?

• Which type of structure -- heavily cross-linked or strictly hierarchical -- increases

the users’ likelihood of experiencing the “Lost in Hyperspace” phenomenon?

The next section of the thesis will examine the metrics available to measure the

structure of a HyperText document.

1 2 3 4 5 6 7 8

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2.3.4 HyperText Metrics

HyperText metrics were developed by Botafogo et al. (1992) to provide authors with

useful measures of the properties of nodes and the entire HyperText structure. The metrics

developed by Botafogo et al. (1992) include:

• CDM Converted Distance Matrix • COD Converted Out Distance • CD Converted Distance • ROC Relative Out Centrality • Cp Compactness • St Stratum • LAP Linear Absolute Prestige

In this section of the thesis each of the metrics developed by Botafogo et al. (1992)

and Rivlin et al. (1994) will be examined.

2.3.4.1 Converted Distance Matrix (CDM)

A distance matrix contains within its entries the distance of each node to every other

node (shortest path). An example of a graph with its distance matrix is represented below by

Figure 2.7.

a a b c d

a 0 1 1 2

b c b ∞ 0 1 2

c ∞ ∞ 0 1 ∞ = infinity

d ∞ ∞ ∞ 0

d

Diagram 2.10: Distance Matrix

The shortest path from node a to node b is one. When a node can not reach another

node, then an infinity value is entered within the distance matrix. For example in Figure 2.7,

node b can not reach node a so an infinity entry is inserted.

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Due to the inconvenience of working with infinite values Botafogo et al. (1992)

modified the distance matrix. They introduced a conversion constant (K) to replace the

infinite values. Botafogo et al. (1992) assigns the value for the conversion constant to be at

least the number of nodes within the HyperText structure. Diagram 2.8 displays the same

graph used in diagram 2.7 however, infinite values have been replaced with the conversion

constant.

a a b c d

a 0 1 1 2

b c b 4 0 1 2

c 4 4 0 1 K = 4 (4 nodes in graph)

d 4 4 4 0

d

Diagram 2.11: Converted Distance Matrix (CDM)

2.3.4.2 Converted Out Distance (COD)

The COD for a node is the sum of all of the entries in a row of the converted distance

matrix. For example, the COD value for node a would be 0 + 1 + 1 + 2 = 4. The node with

the lowest COD value is regarded as the central node, because there are fewer traversals to

reach the majority of nodes within the HyperText structure. COD is used to identify

hierarchical structures within a HyperText document. Figure 2.9 shows the COD table.

a b c d COD

a 0 1 1 2 4 K = 4

b 4 0 1 2 7

c 4 4 0 1 9 Note: Node a is the

d 4 4 4 0 12 most central.

Diagram 2.12: Converted Out Distance (COD)

a

c b

d

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2.3.4.3 Converted Distance (CD)

The CD value of Hyperdocument is required to calculate ROC (Relative Out

Centrality) and Cp (Compactness) values for a HyperText document (Sections 2.3.4.4 and

2.3.4.5). The CD of a HyperText structure is calculated by taking the sum of all COD values.

For example, the CD for the converted distance matrix in figure 2.13 is calculated by:

CD = COD (node a) + COD (node b) + COD (node c) + COD (node d)

4 + 7 + 9 + 12 = 32

2.3.4.4 Relative Out Centrality (ROC)

“It is natural to define a central node as one whose distance to all the other nodes in

the hypertext is small. As that distance grows, nodes become less central. Consequently, the

smaller the COD the more central the node. For a single hypertext, the COD is a good

indication of the node centrality as compared with another node, but this number indicates

little when two different hypertexts are compared.”

(Botafogo et al., 1992, p.147) For comparisons of centrality between HyperText structures Botafogo et al. (1992)

developed the ROC metric. Relative Out Centrality of a node is calculated by using the

formula: ROC i = CD/COD. This allows direct comparisons between different HyperText

structures. The highest ROC is the most central node in the structure. For example, Diagram

2.10 shows all calculated ROC values.

a b c d COD ROC

a 0 1 1 2 4 8 K = 4

b 4 0 1 2 7 4.6

c 4 4 0 1 9 3.6

d 4 4 4 0 12 2.7

CD 32

Diagram 2.13: Relative Out Centrality (ROC)

a

c b

d

Note: Node a has the highest ROC value and is the most central node.

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2.3.4.5 Compactness (Cp)

This metric indicates whether each node can easily be reached from another node. The

compactness metric has a value between zero and one regardless of the size of the HyperText

structure. As the Compactness value moves closer to one the more connected the HyperText

structure is. If the Cp value is equal to one (1) the structure is completely cross-connected. If

the value of Cp is equal to zero (0) the structure is completely disconnected. Compactness is

calculated using the following formula:

Cp = (MAX - CD) / (MAX - MIN)

Where

MAX = (n2 - n)K and MIN = (n2 - n) n = number of nodes K = conversion constant (Section 2.3.4.1)

For example, Diagram 2.11 shows CD = 32, n = 4 and K = 4

Cp = ((( 42 - 4 )4) - 32) / (((42 - 4)4) - (42 - 4))

Cp = ((12 * 4) - 32) / ((12*4) - 12)

Cp = 16 / 36

Cp = .44

2.3.4.6 Stratum (St)

The stratum metric was designed to reflect the linear ordering of a HyperText

structure. This indicates whether it is important to begin reading the HyperText from a

particular node. A completely linear structure has a stratum value of one (1), a completely

cross-connected structure will have a stratum value of zero (0).

The stratum of a HyperText structure is calculated using the formula:

Stratum = absolute prestige / LAP

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Status for a node is the sum of the node’s row in the distance matrix. Infinite

values are ignored (see diagram 2.14).

Contrastatus for a node is the sum of the node’s column in the distance matrix.

Infinite values are ignored (see diagram 2.14). Prestige of node is calculated by subtracting

the contrastatus of the node from the status of the node. Absolute prestige is the sum

(regardless of sign) of the prestige of all nodes in the HyperText structure.

Linear Absolute Prestige is given by the following formula:

LAP = n3 / 4 if n is even

LAP = n3 - n / 4 if n is odd n = number of nodes

Figure 2.12 shows a worked example of calculating the stratum of a HyperText

structure.

a a b c d Status Prestige

a 0 1 1 2 4 4

b c b ∞ 0 1 2 3 2

c ∞ ∞ 0 1 1 -1

d d ∞ ∞ ∞ 0 0 -4

Contrastatus 0 1 2 5 11 = Absolute prestige

LAP = 43 / 4 , as, even number of nodes. Stratum (St) = absolute prestige / LAP

LAP = 64 / 4 St = 11 / 16

LAP = 16 St = .69

Diagram 2.14: Worked Example of Stratum

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2.3.4.7 Summary of Structure Metrics

When this set of metrics was developed the authors Botafogo, Rivlin and

Shneiderman (1992 and 1994) had no exposure to modern browsers. Due to this fact, the

metrics fail to take into account the increased freedom of browsing that the navigational aids,

inherent to the browser, give the user.

Particularly, the design of the Converted Distance Matrix (CDM) neglects the Back

and History facilities of all modern browsers. When the Back facility is applied to the CDM

all Hyperlinks present within a Web site become two-way links, thereby removing the need

for the infinity value or the conversion constant (Section 2.3.4.1) in the CDM. Similarly the

History facility allows the user to return to a previous node in a Web site. This change would

affect the results of all Botafogo et al. (1992) metrics when applied to a Web site. So the

question raised in the researcher’s mind is; Are these metrics valid, when applied to Web

sites accessed by modern browsers? A modification to the CDM will be proposed in Section

4.5.

2.3.5 Lost in Hyperspace - Metrics

“Hypertext systems are used in many applications because of their flexible structure

and the great browsing freedom they give to users. However, this same flexibility and freedom

is the cause of a major concern: the "lost in hyperspace" problem.” (Botafogo et al., 1992,

p.142)

HyperText systems are designed both to facilitate the finding of relevant information

when it is required and to encourage exploration of the information space. Nevertheless, a

system, which is designed to support browsing, can fail if the users become lost when they

use it. As the focus of this thesis is user perception of structure of Web sites, an understanding

of measuring, how lost the user is within the structure is desirable.

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It is assumed that users, who cannot locate information that exists in the system, can

be regarded as lost and that users who become lost cannot use the system effectively when

they have a specific information-finding task to perform (Smith 1996).

Clearly, 'lostness' is something that needs to be measured.

(Smith, 1996, p. 366)

Smith (1996) created metrics to measure lostness and efficiency. Both metrics rely on

the path taken by user to reach the information required within a HyperText document. Table

5 contains the path measurements required for Smith’s metrics.

Table 2.3: The path measurements from which indicators of lostness and efficiency are derived D Number of different nodes accessed R Number of nodes, which need to be visited to complete a task S Total number of nodes visited whilst searching N Number of different nodes visited whilst searching V Total number of nodes visited whilst verifying (checking information) T Total number of nodes accessed (S + V) Lostness Indicators:

1. Different nodes accessed (D) compared with total number of nodes accessed (T).

lostness = D/T

A value approaching zero shows many repeated visits to the same nodes, which suggests the

user may be lost. Nodes visited whist verifying (V) are removed from total (T).

2. Number of visited nodes to complete required task (R) compared with number of different

nodes visited while searching (N).

lostness = R/N

A value approaching zero or greater than one (task incomplete), indicates the user is lost.

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Lostness rating: L

Whilst each of the previous measures might be used alone as an indicator of lostness, a

more accurate picture is derived if they are combined to give a rating of lostness compared to

a user performing a “perfect search”.

Assuming that in a perfect search a user visits exactly the number of nodes assessed as

being required to complete a task (no deviation, no verifying visits) then:

T = D = R and S = T

therefore

N/S = 1 and R/N = l

If this is considered as the point (1,1) in a two-dimensional space which has its axis

N/S and R/N then a lostness rating (L) can be calculated as a distance from this point such

that:

L = ((N/S - 1) 2 + (R/N - 1) 2)

Where L increases as lostness increases. For the perfect search L = 0.

Efficiency Indicators:

1. Different nodes accessed (D) compared with total number of nodes accessed (T).

efficiency = D/T

A value of one shows perfect efficiency. Nodes visited whist verifying (V) are included in

total (T).

2. Number of visited nodes to complete required task (R) compared with number of different

nodes visited while searching (N).

efficiency = R/N

A value of one shows perfect efficiency. A value greater than one indicates task was not

completed.

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3. When considering a user’s efficiency, successful completion of the task is a good indicator.

A value is assigned for task accuracy (A), 0 for incorrect answer, .5 for a partially correct

answer, and 1 for a correct answer.

Efficiency rating: E

Whilst each of the measures above might be used alone as an indicator of efficiency,

when combined they give an overall rating of a user’s efficiency compared to a perfectly

efficient search. Assuming that in a perfect search a user visits exactly the number of nodes

assessed as being required to complete a task successfully then:

T = D = R and A = 1

If this is considered as the point (1,1,1) in a three-dimensional space then the

efficiency rating which has its axis D/T, R/D and A then a efficiency rating (E) can be

calculated as a distance from this point such that:

E = ((D/T - 1) 2 + (R/D - 1) 2 + (A-1) 2)

Where E increases as efficiency decreases, and for a perfectly efficient search E = 0.

Section 4.6 of this thesis will examine the indicators of lostness and efficiency

proposed by Smith (1996) in relation to Web sites rather than HyperText.

Now that an understanding of the research into HyperText structure and the metrics

associated with HyperText has been achieved, the next section of the thesis will relate the

previous research on HyperText structure and metrics to the structure of Web sites.

2.4 Web Sites How well do the theories of HyperText structure and metrics examined relate to Web

sites? First a Web site will be defined, then a comparison will made between the design of a

Web site and the design of a HyperText document. Particular emphasis will be placed on the

structure and metrics examined in the previous sections of this chapter.

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2.4.1 Web Site Definition

What is a Web site? This thesis adopts the definition proposed by Abrams in his

masters thesis (1997) that a Web site is a thematic organization. That is, all pages on the site

are organized by a theme with a clear subject domain. Thematic organizations contain

structural clues and explicit semantic relations.

Structural Clues: all Web pages provide graphical design, layout, or rhetorical clues,

which reflect the structure and content of the entire Web site.

Explicit Semantic Relations: HyperText links between Web pages within the site

represent semantic relationships from source pages to target pages.

For example, a person’s home page and its supporting pages are a Web site. The

Southern Cross University World Wide Web site can be classified as a single Web site, as its

pages have been organized thematically, have structural cues, and represent semantic

relationships through HyperText links.

2.4.2 Web Site Structure

The types of structures examined in HyperText are the same as the structures used by

Web site developers. Most Web sites have a hierarchical or sequential structure, or a

combination of the two. Sequential structures in some cases have been overlaid on a

hierarchical Web site to provide a guided tour through the structure of the site for first time

users.

Some Web sites also contain keyword searches, indexes, multimedia and database

access. These additions to the Web sites can largely be fitted into the structures examined in

the previous sections of this chapter. Each can be considered to be just another node within

the site. All of the aforementioned additions could arguably be called exploration nodes

(Thuring et al., 1991). Indexes and keyword searches are perhaps the ultimate extension of

the exploration node, as they contain Hyperlinks to all or most of the pages in the Web site.

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2.4.2.1 Web Site Structure - Style Guidelines

The author of this thesis searched the World Wide Web, scientific journals and

academic papers for up-to-date work on users’ perceptions of Web site structures. None was

found. However, information was found at many WWW locations in the form of “Web Site

Style Guides” following are a few examples:

“If you have in mind a body of information to put across to your reader, you probably

have a mental organization for it. Normally this is a sort of hierarchical tree, like the chapters

of a book if you were to write a book. Keep this structure. It helps readers to have a tree

structure as a basis for the book: it gives them a feeling of knowing where they are. You can

also use this structure for organizing your files in directories.” (Berners-Lee, T., 1995)

“If yours is an essentially hierarchical document having chapters or other predictable

sections, consider adding a heading on each page that links back to beginning of the

document. Also, for pages within each chapter or section, add a secondary header that takes

readers back to the beginning of that chapter.” (Sun Microsystems, 1996)

“Information hierarchies are one of the best ways to organize complex bodies of

information. Hierarchical organization schemes are particularly well-suited to Web sites,

because Web sites should always be organized as off-shoots of a single home page.” …

“Except in sites that rigorously enforce a sequence of pages, your users are likely to use any

Web site in a free-form "web-like" manner, just as most non-fiction or reference books are

used. But the nonlinear usage patterns typical of Web surfers do not absolve you of the need

to organize your thinking and present it within a clear, consistent structure that complements

your design goals for the site” (Lynch, P.L.& Horton, S., 1997)

While these and other style guides provide detailed guidance and experiential reports

on the structure of Web sites. The style guides do not address the central issue of this thesis,

the effect of Web site structure on the users’ perceptions of navigability.

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2.4.3 Web Site Metrics

The metrics developed by Botafogo et al. (1992) for analysis of HyperText

documents, when applied to the researcher’s experimental Web sites performed well (Chapter

3).

The Converted Out Distance (COD) and Relative Out Centrality (ROC) can clearly

identify the root nodes of hierarchies within the researcher’s experimental Web sites.

The Compactness (Cp) metric when applied to the experimental Web sites correctly

indicates the level of cross-referencing the Web site contains.

The Stratum (St) metric indicates how important it is to access a Web site in a

particular order. The experimental Web sites, to which this metric was applied, were not

designed to be accessed in a linear manner. The result clearly shows this.

As previously stated (Section 2.3.4.7) when this set of metrics was developed the

authors had no exposure to the modern browsers used to access the World Wide Web. Due to

this fact, the metrics fail to take into account the increased freedom of browsing that the

navigational aids, inherent to the browser, give the user. Netscape’s “Navigator” and

Microsoft’s “Internet Explorer” both include several navigation aids.

• The “Back” facility of both browsers provides a link from one node to the

previous node in both hierarchical and sequential structures. This facility makes

any Hyperlink in a Web site a two-way Hyperlink.

• The “History list” in both browsers can act as a Hyperlink backwards through

several levels of a hierarchy or across several sites.

• The “Bookmark” (Netscape) or “Favorites” (Microsoft) facilities allow users to

save a Web page’s URL, and at any time return to this Web page.

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Particularly, the design of the Converted Distance Matrix (CDM) neglects the Back

and History facilities of all modern browsers. When the Back facility is applied to the CDM

of a strict hierarchy (Section 2.3.3.1) all Hyperlinks present within this Web site become two-

way links, thereby, removing the need for the infinity value or the conversion constant

(Section 2.3.4.1) in the CDM. This change affects the results of all Botafogo et al. (1992)

metrics calculated for this type of Web site. A modification to the CDM will be proposed in

Chapter 4.

Regardless of these facts, the metrics when applied to the researcher’s experimental

Web sites do reflect an accurate indication of the different aspects of the structure (Section

3.2.3).

2.5 Summary

In this chapter the author briefly examined the rise of the World Wide Web (W3), the

protocols and standards associated with the W3 and the browsers used to access the W3.

User strategies for exploring the World Wide Web were also examined in this chapter.

Regardless of what strategy a user adopts in searching the W3 he/she still has to contend with

the structure of a Web site when it has been accessed (located).

Since the structure of a Web site is almost identical to HyperText structures, previous

research into HyperText structures was reviewed (Section 2.3.3). This review showed that

there are several parts to the design of a HyperText document. These include the content,

organizational and presentation parts (Thuring et al., 1991). The organizational part can be

considered the actual structure of the HyperText document. The organizational part was

further expanded to show the different types of structures available.

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Thuring et al (1991) expand the organizational part into two types of structures,

sequential and exploration (hierarchical). Woodhead (1990) shows hierarchical structures can

be classified into three sub-types strict, compromised and overlapping hierarchies. The

previous research into HyperText structure was related to Web sites and was found to be

accurate. (Section 2.4.2) These structures can be identified in HyperText by the use of metrics

developed by Botafogo et al. (1992). These metrics were examined in detail.

The research into HyperText structural metrics (Section 2.3.4) was conducted prior to

the creation of modern browsers. The back, visited link, history and bookmark (favorites)

facilities in modern browsers have changed the way users traverse HyperText on Web sites

(Section 2.4.3).

Also, explored were Smith’s (1996) metrics designed to identify the degree of lostness

and efficiency of a user’s interaction with HyperText.

The author of this thesis searched the World Wide Web, scientific journals and

academic papers for up-to-date work on user perceptions of Web site structures. None was

found.

Several questions were raised in this chapter:

• Do users utilize the features of modern browsers to aid navigation within a Web site?

• Which structure would users prefer -- heavily cross-linked or a strict hierarchy?

• Which type of Web site -- heavily cross-linked or strictly hierarchical -- increases the

users’ likelihood of experiencing the “Lost in Hyperspace” phenomenon?

• Is the previous research in HyperText metrics still valid, when applied to Web sites

accessed by modern browsers?

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Two experimental Web sites (red and blue) were designed and subjected to Botafogo

et al.’s (1992) metrics (Chapter 3). The red Web site will then be subjected to a modified

version of Converted Distance Matrix for strict hierarchies (Section 4.5.2). The modification

recognizes the Back facility of a browser, by treating all Hyperlinks in a Web site as two-way

links.

An experiment was conducted using these two Web sites. A questionnaire was used to

measure user perceptions of the Web sites. Additional data relating to timing and Web pages

visited will be collected from the Web server hosting the experimental sites for each user.

The data collected in this experiment will be subjected to a doubly multivariate analysis of

variance (Section 4.2) to look for influences on subjects’ preferences (heavily cross-linked

hierarchy versus strict hierarchy) not attributable to Web site structure. The same data will

then be subjected to a logistic regression (Section 4.3) to build a model to predict user

preference.

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Chapter 3

METHODOLOGY 3.1 Introduction

Null Hypothesis:

Ho: “Web site structure makes no difference to the users’ perceptions of navigability”

The focus of this thesis is the effect of Web site structure on users’ perceptions of

navigability. To research this question two experimental Web sites (red and blue) were

constructed using different structures. In Chapter 2 several questions were raised, two of

them were;

“Which structure would users prefer -- heavily cross-linked or a strict hierarchy?”

“Which type of Web site -- heavily crossed-linked or strictly hierarchical -- increases the

users’ likelihood of experiencing the “Lost in Hyperspace” phenomenon?”

The two sites were constructed to explore these questions. The underlying structure of

both sites is hierarchical, but different types of hierarchical structure were designed. The red

site is a strict hierarchy, as described in Section 2.3.3.1. The red site contains a total of 72

links. The blue site uses compromised and overlapping hierarchies (Section 2.3.3.1), as well

as sequential structures (Section 2.3.3.2). The blue site contains a total of 736 links. The

metrics proposed by Botafogo et al. (1992) were applied to the two Web sites. The application

of these metrics to the two Web sites demonstrated the sites to be at the extremes of Botafogo

et al.’s (1992) metrics.

The 113 subjects who undertook this experiment were drawn from the staff and

student body (undergraduate and postgraduate) of Southern Cross University.

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Each subject was given two tasks and a questionnaire to complete for each of the two

Web sites. The tasks required the subjects to navigate each site. Fifty percent of subjects were

directed to complete the red site first, while the remainder, were directed to complete the blue

site first. The questions posed in the questionnaire are designed to capture from the subject

their perceptions of the structure of the two Web sites. Data also captured by the

questionnaire will answer the question raised in Chapter 2;

“Do users utilize the features of modern browsers to aid navigation within a Web site?”

The sources of the experimental data collected consisted of completed questionnaires

and the server log file for each subject in the experiment.

This chapter examines the experiment construction. The first area of the experiment

explored is the construction of the Web sites (red and blue). This will investigate the criteria

used to design the Web sites. Following this is an examination of the browser, subjects and

task set in the experiment. Also, examined is what data will be collected from the experiment.

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3.2 Experiment Construction: Web sites

The researcher for comparison purposes designed two experimental Web sites (red

and blue). The two Web sites were specifically designed to explore user perceptions about

their structures, by having the users compare a strict hierarchy and a heavily cross-linked

multiple hierarchy. The content in both sites remained identical, with the exception of the

additional Hyperlinks in the blue Web site. The sites were designed to be at the extremes of

Botafogo et al.’s (1992) metrics.

Microsoft FrontPage 97 was the development environment used to develop the two

experimental Web sites.

The following list shows the criteria used by the researcher in developing both sites.

Design Criteria for Web sites.

Quick response time.

Content of sites interesting to subjects.

Quantifiably different red and blue Web site structures.

Minimise variables between pages of each site.

Accessible site log.

The above criteria will be examined in detail in the following sub-sections.

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3.2.1 Quick Response Time

The two Web sites were constructed on a UNIX server, on the Southern Cross

University campus. The server is a Sun SPARC station 20. The operating system on the

server is Solaris 2.4, and the web server in use was NCSA. The server (spike.scu.edu.au) was

chosen for several reasons. Firstly, as the researcher could use information taken from the

server and its HTTP access log file (Section 3.2.5) to examine subjects’ time to complete the

task set and visits to pages of each Web site. Secondly as the server is a local server, response

time was minimized. Response time for each node of the Web site was indistinguishable from

other work station activities.

Each node of both the red and blue Web sites contained several graphics. This gave

the sites the “look and feel” of professional Web sites. Three types of graphics were used; gif

(Graphical Interchange Format), gif89a (Graphical Interchange Format 1989 Animated) and

jpg (Joint Photographic Experts Group).

The size of the graphics relates directly to the response time of the Web page loading

in the browser environment. Graphics stored as a gif are larger in size (measured in bytes)

than the same graphic converted to jpg. Therefore, all graphics were either resized (physical

size of displayed image) or changed in format (gif to jpg), so that the size (measured in bytes)

of the graphics would not adversely affect download time for each Web page.

The largest graphic used was 37k (kilo) bytes in size the average size of graphic was

less than 18k bytes.

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3.2.2 Content of Sites Interesting to Subjects.

The content of both Web sites with the exception of Hyperlinks on each page was

identical for each node in the hierarchy. Each page contained graphics, textual Hyperlinks or

a textual description. (Appendix D for example pages). The subject matter of both Web sites

was comic book heroes and villains. The graphics used were all found on the Internet, at

various World Wide Web Comic book fan sites or scanned from the researcher’s collection.

The comic characters on all pages of both Web sites are copyrighted to Marvel Comics Inc.

and DC Comics Inc.

This content was chosen, as:

• It is non-threatening.

• It is non-technical and easily understood by all subjects.

• Entertaining to the subjects.

3.2.3 Quantifiably Different Red and Blue Web Site Structures.

The two Web sites were specifically designed to explore user perceptions about their

structures, by having the users compare a strict hierarchy and a heavily cross-linked

overlapping hierarchy. The content in both sites remained identical, with the exception of the

additional Hyperlinks in the blue Web site. The sites were designed to be at the extremes of

Botafogo et al’s (1992) metrics.

The metrics for HyperText structures proposed by Botafogo et al. (1992) and Rivlin et

al. (1994) were applied to the two Web sites. This was done to demonstrate the differences

between the two site structures. The application of these metrics is as follows:

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The structure of the red Web site is a strict hierarchy (Section 2.3.3.1). The red site

consists of 73 nodes and 72 Hyperlinks between the nodes. The structure of the blue Web site

is a combination of compromised and overlapping hierarchies (Section 2.3.3.1) as well as

sequential structures (Section 2.3.3.2). The blue site consists of 73 nodes and 736 Hyperlinks

between the nodes.

Appendix B contains maps of both Web sites and a description of the Hyperlinks

contained in each node of both sites. The metrics in section 2.3.4 were applied to both sites.

Appendix C contains the distance matrix of the both the red and blue Web sites. The value of

each metric for both Web sites follows:

Note: for all following calculations (as described in Section 2.3.4.1) the conversion

constant (K) = 73. Botafogo et al. (1992) recommend the value of the conversion constant be

the same as the number of nodes within the site.

Converted Out Distance (COD)

The COD value of a node, is the sum of the node’s row in the HyperText structure

distance matrix (described in Section 2.3.4.2). The node with the lowest COD value is

regarded as the central node within the structure.]

Red site -- Node 1, COD = 266

In the red site node 1 is the most central with a COD value of 266. Other COD values

ranged from 2798 (node 2) to 5256 (node 73).

Blue site – Node 9, COD = 125

In the blue site node 9 is the most central with a COD value of 125. Other COD values

ranged from 126 (node 12) to 266 (node 1). When looking at the map of the structure

(Appendix B) each of the 4th level nodes (8-15) show a high degree of centrality.

The distance matrix for both Web sites, in Appendix C, displays all the COD values.

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Relative Out Centrality (ROC)

ROC = CD (Converted Distance) / COD

The ROC value for individual nodes allows direct comparisons between different

HyperText structures. The node with the highest ROC value is the most central node within

the structure.

Red site – Node 1, ROC = 1,371.85

Within the red site node 1 has the highest ROC value. No other node in the red site

approached the ROC value of node 1 (1,371.85). Other ROC values in the red Web site

ranged from 130.42 (node 2 and 3) to 69.43 (node 16 to 73).

Blue site – Node 9, ROC = 99.89

In the blue site node 9 with a ROC value of 99.89 is the most central node. All the 4th

level nodes (see Appendix B for site map) were very close to this value ranging from 96.05 to

99.10.

The distance matrix for both Web sites, in Appendix C, displays all the ROC values.

Compactness (Cp)

This metric indicates whether each node can easily be reached from another node. The

more connected the HyperText structure is, the closer the Compactness value is to 1.

Compactness is calculated using the following formula:

Cp = (MAX - CD) / (MAX - MIN) Where:

MAX = (n2 - n)K and MIN = (n2 - n) n = number of nodes = 73 K = conversion constant = 73 Red site – Cp = .04962

Blue site – Cp. = .9809

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Stratum (St)

This metric was designed to reflect the linear ordering of a HyperText structure. This

indicates whether it is important to begin traversing the HyperText from a particular node and

in sequential order (Section 2.3.4.6 for description). The stratum of a HyperText structure is

calculated using the formula:

Stratum = absolute prestige / LAP (Linear Absolute Prestige) Where:

Absolute prestige = Sum of (status – contrastatus) Status = the sum of a node’s row in the distance matrix Contrastatus = the sum of a node’s column in the distance matrix Note: status and contrastatus both ignore infinite values. LAP = (n3 - n)/ 4 as, n is odd n = number of nodes Red site – St = .01203

Blue site – St = .02471

The distance matrix for both Web sites, in Appendix C, displays all the values of

Status, Contrastatus and Prestige.

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3.2.3.1 Verifying Red and Blue Web Site Structures are Quantifiably Different

The table below displays the results of the metrics developed by Botafogo et al.

(1992) and Rivlin et al. (1994) when applied to both experimental Web sites.

Table 3.1:

Comparison of red and blue Web site metrics.

Attribute Red Web Site Blue Web Site

Most central node:

ROC value:

Node 1

1,371.85

Node 9

99.88

Next highest ROC values:

Node 2 = 130.42

Node 3 = 130.42

Node 12 = 99.10

Node 14 = 98.31

Least central node:

ROC value:

Nodes 16-73

69.43

Node 1

46.94

Cp value: .0496 .9809

St value: .01203 .02471

Number of Nodes: 73 73

Number of Hyperlinks: 72 736

ROC (Relative Out Centrality) Cp (Compactness) St (Stratum)

The red Web site is a strict hierarchy with 72 Hyperlinks, this is demonstrated by the

ROC and Cp calculations for this site. The Homepage of the red Web site, node 1, has the

highest ROC value (1,371.85) followed by nodes 2 and 3 (130.42) this reflects the fact that

within this structure there is only one hierarchy. This is further evidenced by the fact that all

the level 5 nodes (Appendix B for site map) have the lowest centrality value on the red site

(69.43).

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The Cp value of .0496 demonstrates the red Web site is poorly connected, that is, the

ability to traverse from any node to any other node requires multiple steps. This low value

for Compactness is further demonstrated by the fact that the only possible entrance point in

the red Web site with Hyperlink access to all pages, would be node 1 (Homepage). If a user

entered the site at any other node it would be impossible to view the entire contents of the

site.

The blue Web site is a heavily cross-linked overlapping hierarchy (736 Hyperlinks).

This is reflected by the ROC and Cp calculations. The ROC values for all level 4 nodes

(nodes 8-15) fall in the range of 96.05 to 99.89 with node 9 having the highest value. These

values for ROC demonstrate that the blue Web site contains overlapping and compromised

hierarchies (Appendix B for site map). The lowest value of ROC in the blue Web site, is that

of the Homepage (node 1). This clearly demonstrates that the two Web sites have different

structures.

The blue Web site has a high compactness value of .9809, this reflects the fact that

each node can quickly and easily be reached from another node. This is further demonstrated

by the fact that any node within the blue Web site, could be used as a entrance point and still

have access to all nodes on the site.

The Stratum values for the two Web sites reflect their linear ordering, that is, whether

the site should be traversed in a particular sequence. The red Web sites value is .01203, this

value indicates that there is little linear ordering to this site. The value for the blue Web site

is .02471, this indicates that the site also has little linear ordering within it.

The results of the application of the metrics developed by Botafogo, Rivlin and

Shneiderman (1992; 1994) demonstrate that the red and blue sites are different in structure.

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3.2.4 Minimise Variables Between Pages of Each Web Site

Considerable attention to detail was put into the design of each page of both Web

sites. This effort was directed at reducing extraneous variables that could affect user

perceptions.

• Background colour (browser default) was held constant in all pages (red and blue sites).

No graphic was placed on the background, as quick response time was a design criterion.

• An animated GIF (Graphical Interface Format 89a) was used to divide each page of both

sites into three sections. The image used was 5k bytes in size. Each page contained a

maximum of three sections:

1. Graphic(s) and title (both sites). 2. Hierarchical Hyperlinks or Content. 3. Additional Hyperlinks (blue site only).

As the graphics displayed were of different physical sizes and orientations (vertical /

horizontal) care was taken in the design of each page that the Hyperlinks appeared at the

same screen location on each of the pages in the Web sites. This was particularly

important in the design of the blue site as the additional textual Hyperlinks were placed

into HTML 3.2 tables. The 5th level nodes of the blue Web site contained (Appendix B

for site map), within their HTML tables a sequential (next) Hyperlink. In order to reduce

the movement of the mouse on screen these Hyperlinks had to appear at exactly the same

location on screen.

• Each page was designed to be accessed by a browser using 800 X 600 resolution. This

was done so that a scroll bar would not appear. This resulted in reduced number of

mouse clicks as no area of the page was hidden from view. Subjects viewed the Web

sites at this resolution.

Appendix D contains samples of the Web pages in both the red and blue Web sites.

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3.2.5 Accessible HTTP Log

A client’s (browser’s) HTTP request starts with a method (GET, PUT, POST etc.)

and the URL of the object the client is addressing. The HTTP server (host) then returns the

result of the HTTP request to the client (browser) that requested it. The server also logs all

HTTP requests. In the server used this log is in a file named “access_log”. Access to the data

contained in this server log file was arranged. Section 3.6, Data Collected, details the

information extracted from this file for each user of the experimental Web sites.

3.3 Experiment Construction: Browser

A computer lab at Southern Cross University was chosen as the venue for the

experiment. Each subject in the experiment used a Microsoft NT 4.0 Pentium 166 with 32

megabytes of RAM and a 17-inch monitor to access the experimental sites. The IP address of

each machine was recorded to correlate with the access log.

The browser chosen was Microsoft Internet Explorer 3.02 (IE 3.02)

Procedures in preparing venue for experiment:

1. Resolution of each computer set to 800 X 600 at 24bit true colour. 2. IE 3.02 opened and set to full screen resolution. 3. IE 3.02 history list deleted. 4. IE 3.02 favorites deleted. 5. IE 3.02 RAM and disk caches deleted. 6. Computer IP address noted on Questionnaire. 7. Start time of experiment noted on Questionnaire.

The favorites, history list and caches are deleted so that each subject starts each Web

site without the previous user’s accesses to the Web sites reflected by the browser’s intrinsic

facilities.

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3.4 Experiment Construction: Subjects

A focus group of 11 subjects undertook the experiment on 12/06/97 to verify the

following:

• The questionnaire (Section 3.5) was understandable.

• The tasks set in both Web sites was achievable.

• The structures appeared different from a user perspective.

• The content of the Web sites was entertaining.

Discussion with the focus group satisfied the researcher that the above criteria had

been met. As no change was required to the design of the experiment, the focus group’s data

has been included in the data set of the experiment.

The 113 subjects who undertook this experiment were drawn from the students and

staff of Southern Cross University. The large number (greater than 100) of subjects was

required as the data generated by the experiment was to be analyzed using a doubly

multivariate analyses of variance to look for interaction effects between cells (i.e.

male/female, age etc.). The reasoning behind examination of these effects is to see if any

factors other than the structure of each Web site influences the user’s preference. The only

criterion for a subject was experience with navigating the World Wide Web. Due to this

criterion the largest proportion of subjects was drawn from the School of Multimedia and

Information Technology.

A maximum of eighteen subjects undertook the experiment at any one time. The

experiment was run during the period 12/06/1997 to 15/08/1997.

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3.5 Experimental Task

Each subject was given a questionnaire to complete (Appendix E). No time limit to

complete the task was given to subjects.

The questionnaire had four sections:

• Questionnaire General Information

• Questionnaire Site Red

• Questionnaire Site Blue

• Questionnaire Conclusion

To facilitate statistical comparison, 50% of questionnaires had sections 2 and 3

reversed. Each of the above sections will be examined in detail, identifying the reasoning

behind the question and the type of data the question returns (categorical or ratio).

3.5.1 Questionnaire General Information

This first section contains five questions.

1. Gender. Provides categorical data. The reason for this question is to examine if there is

any difference between the genders in their perception of Web site navigability.

2. Age. Provides categorical data. This question is to examine whether there is a difference

in perception based on the age of the subject.

3. Experience with WWW. Provides ratio data, using a Likert scale. Is there a difference in

user perception based on WWW experience?

4. Experience with Computers. Provides ratio data, using a Likert scale. Is there a

difference in user perception based on experience with computers?

5. Knowledge of content. Provides categorical data. This question was included to capture a

user who already knew the answers to the tasks set in the blue and red site questionnaires. If

a user identified him/herself to have knowledge of more than 20 comic book characters, the

questionnaire would be removed from the sample population.

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3.5.2 Questionnaire Site Red

This section of the questionnaire instructed the subjects to open the browser on the

URL of the red site.

The subject was then given two tasks to perform.

1. What is the secret identity of Guardian?

2. What is the secret identity of Chameleon?

Each task required the subject to search the site to find the target node (page) to

answer the question. Appendix D contains the target nodes. The characters designated as

targets were chosen, as they are not well known characters.

After the subject had completed the task, four questions were put to the subject. All

questions used a Likert scale to supply ratio data for statistical analysis.

1. Lost in Hyperspace. Did the structure of this Web site cause the user to experience this

phenomenon?

2. IE 3.02 Back facility. How often did the subject use the browser’s back facility? The

structure of the Red site forces the user to access this function.

3. IE 3.02 History facility. How often did the subject use this facility? Use of this facility

would reduce the number of traversals required to accomplish the tasks in the red site.

4. Comfortable with structure. Was the user at ease with the structure of the site?

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3.5.3 Questionnaire Site Blue

This section of the questionnaire instructed the subjects to open the browser on the

URL of the blue site.

The subject was then given two tasks to perform.

1. What is the secret identity of Clayface?

2. What is the secret identity of Calypso?

Each task required the subject to search the site to find the target node (page) to

answer the question. Appendix D contains the target nodes. The characters designated as

targets were chosen, as they are not well known characters.

After accomplishing the tasks the subject was asked four questions. All questions

used a Likert scale to supply ratio data for statistical analysis.

1. Lost in Hyperspace. Did the structure of this Web site cause the user to experience this

phenomenon?

2. IE 3.02 Back facility. How often did the subject use the browser’s back facility? The

structure of the blue site is designed so that there is no need to use this facility.

3. IE 3.02 History facility. How often did the subject use this facility? Use of this facility

would not help to reduce the number of traversals required to accomplish the tasks in the

blue site.

4. Comfortable with structure. Was the user at ease with the structure of the site?

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3.5.4 Questionnaire Conclusion

The conclusion of the questionnaire contains two questions. Both questions provide

categorical data.

1. Favorites. Did the user utilize this facility?

2. Preference. Which Web site did the user prefer, red or blue?

3.5.5 Questionnaire Summary

The data provided by subjects in the general information section of the questionnaire

(Section 3.5.1) is required to look for influences on the subjects’ preference of Web site

attributable to experience with the WWW, gender, age, experience with computers and order

of completion of the Web sites. Also, explored will be the influence of interactions between

gender, age and order of completion of Web sites.

The questions dealing with usage of the Back, History and Favorites facilities, are

designed to acquire data to explore whether users utilize these facilities to explore Web sites.

The questions dealing with feelings (lost and comfort with structure) in the

questionnaire are designed to acquire user perceptions of each Web sites’ structure.

The final question in the questionnaire is whether the user preferred the red or blue

Web site.

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3.6 Data Collected

The questionnaires were collected from each subject undertaking the experiment.

Also, details of time taken and all nodes visited to complete the task set for each Web site

were extracted from the server. The above data (Appendix F contains a sample listing of

data) will be statistically analyzed in Chapter 4.

It had been initially hoped that the user’s traversal of the Web site could be tracked.

This information would have allowed the metrics developed by Smith (1996), described in

section 2.3.5, to be applied to each subject of the experiment. However, to accomplish this

tracking of the user’s traversals the browser itself would have to be modified. Internet

Explorer 3.02 caches each Web page (HTML node) as it downloads. The next time a cached

Web page is accessed, whether via the back, history list or another Hyperlink, Internet

Explorer accesses the client’s cache, not the server (host).

Using a modified browser that logged all URLs or sent a GET command to the server

with each access to a Web page could solve this. This modification could not be

accomplished within the scope of this thesis. The details that were extracted from the server

do, however, allow some of the indicators Smith (1996) developed for lostness and

efficiency to be calculated.

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3.7 Experiment Summary

In summary, two experimental Web sites were designed to explore the effect of Web

site structure on the users’ perceptions of navigability. The two Web sites were demonstrated

to have different structures by subjecting them to the HyperText metrics developed by

Botafogo, Rivlin and Shneiderman (1992; 1994).

Each of the 113 subjects who participated in this experiment was given two tasks and

a questionnaire to complete for each of the two experimental Web sites (red and blue). The

tasks required the subjects to traverse the structure of each Web site. Fifty percent of subjects

were directed to complete the red site first, while the remainder, were directed to complete

the blue site first.

The results of each questionnaire were collated with the results from the Web server

log, The log provided timing and visited node information for each subject undertaking the

experiment. This data will be statistically analyzed in Chapter 4. The analysis of the data will

answer the following questions raised in Chapter 2;

• Do users utilize the features of modern browsers to aid navigation within a Web site?

• Which structure would users prefer -- heavily cross-linked or a strict hierarchy?

• Which type of Web site -- heavily crossed-linked or strictly hierarchical -- increases the

user’s likelihood of experiencing the “Lost in Hyperspace” phenomenon?

Also, examined in section 4.5 will be a modification to the Converted Distance

Matrix (CDM) for Web sites with a strict hierarchical structure. This modification affects all

of the HyperText metrics developed by Botafogo, Rivlin and Shneiderman (1992; 1994). The

modification to the CDM is designed to recognize the navigation aids inherent in modern

browsers, particularly the Back facility.

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ANALYSIS OF DATA __________________________________________________________________________________________

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Chapter 4 ANALYSIS OF DATA

4.1 Introduction

This chapter of the thesis will report the results of two separate analyses of the data

collected from the experiment outlined in Chapter 3. Section 4.2 introduces the two analyses

and examines the exclusions and transformations of experimental data.

The first statistical analysis performed (Section 4.3) is a doubly multivariate analysis

of variance – repeated measures. This analysis will examine the data for influence on both

experimental Web sites.

The second statistical analysis performed (Section 4.4) is a logistic regression. This

analysis examines the data set gleaned from the experiment to find a model to predict a

subject’s preference of the experimental Web sites.

Section 4.5 of this chapter proposes a modification to the Converted Distance Matrix

(CDM) developed by Botafogo, Rivlin and Scheiderman (1992; 1994) for strictly hierarchical

Web sites (CDMh).

Section 4.6 of this chapter examines the indicators of lostness and efficiency

developed by Smith (1996) using the data resulting from the experiment.

Section 4.7 answers the questions raised in Chapter 2 of this thesis;

• Do users utilize the features of modern browsers to aid navigation within a Web site?

• Which structure would users prefer -- heavily cross-linked or a strict hierarchy?

• Which type of Web site -- heavily crossed-linked or strictly hierarchical -- increases the

user’s likelihood of experiencing the “Lost in Hyperspace” phenomenon?

• Is the previous research in HyperText metrics still valid, when applied to Web sites

accessed by modern browsers?

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ANALYSIS OF DATA __________________________________________________________________________________________

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4.2 Statistical Analysis Introduction

This section and the following two sections of this chapter will report the results the

two analyses of the data collected during the experiment detailed in Chapter 3.

Sections 4.2.1 and 4.2.2 examine and explain the exclusions and transformations of

the data gleaned from the experiment.

Section 4.3 will examine the design and results of a doubly multivariate repeated

measures analysis of variance. This analysis tests the significance of differences between the

red and blue Web sites on (within subject factors) lost rating, usage of Back button, usage of

History list, comfort rating, number of nodes visited and time to complete the task. It also

tests the significance of the influence of the between subjects factors:

1. Experience with Computers.

2. Experience with the WWW.

3. Gender.

4. Age.

5. Order (red or blue completed first).

6. Gender by Age.

7. Gender by Order.

8. Age by Order.

Where the previously mentioned factors do not influence red – blue differences the

effect of factors will be examined for overall (both Web sites) influence.

Section 4.4 will analyze the results of the experiment to find which component(s) of

the data predict Web site (red or blue) preference by using logistic regression. The

components analyzed are:

• Experience with Computers

• Experience with WWW

• Gender

• Age

• Order (red or blue Web site 1st)

• Usage of Back button

• Usage of History list

• Lost

• Comfort

• Time to complete (task time)

• Visited nodes

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ANALYSIS OF DATA __________________________________________________________________________________________

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4.2.1 Data Excluded

The results of the question dealing with the utilization of the Favorites facility,

explained in section 3.5.4 (Questionnaire Conclusion), was dropped from the statistical

analyses as only 3 subjects in the sample reported using the facility.

Several errors occurred due to a misunderstanding of the instructions or lack of

interest in completing the tasks set out in the instructions. The details of the errors made and

how these errors were treated follows:

• Five subjects failed to visit both sites and completed all tasks by traversing a

single Web site only. Due to the fact that the statistics are based on a comparison

between the two Web sites, these results were removed from the sample.

• One additional result was removed from the sample. As stated in section 3.5.1

(Questionnaire General Information) the question dealing with “Knowledge of

content” was included in the questionnaire to capture a user who may already

know the answers to the tasks set in the blue and red sites. One subject identified

himself to have knowledge of over 40 comic book characters, due to this fact this

subject was removed from the sample.

These exceptions resulted in the sample size being reduced from 113 to 107.

4.2.2 Data Transformed

Two subjects completed the traversal of the two Web sites in a reverse order. The

server log confirmed this. Both subjects brought this error to the researchers’ attention and

stated it was due to sticky pages in the questionnaire.

This presented no problem as, fifty percent of subjects were to complete the red site

first, while the remainder, were directed to complete the blue site first. These two results

were entered into the sample with the order variable changed to reflect the order in which the

subjects undertook the tasks.

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ANALYSIS OF DATA __________________________________________________________________________________________

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The categorical data supplied by question 2 (Age) of the General Information portion of the

questionnaire (Appendix E) had to be modified. Data collected placed each subject in one of

five categories. Below are bar charts of the subjects age categories:

Diagram 4.1: Male and Female Frequencies by Age

Due to the small size of some of the frequencies within some of the gender by age

cells, the age categories were transformed into 18 – 25 and over 25. The diagram below

shows the new frequencies.

Diagram 4.2: Transformed Male and Female Frequencies by Age

Transformed Age Categories

Over 2518 - 25

Num

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ale

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Over 2518 - 25

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Over 4741 - 4733 - 4026 - 3318 - 25

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Age Categories

Over 4741 - 4733 - 4026 - 3218 -25N

umbe

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Subj

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60

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ANALYSIS OF DATA __________________________________________________________________________________________

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4.3 General Linear Model (GLM) – Repeated Measures

“The GLM repeated measures procedure provides analysis of variance when the

same measurement is made several times on each subject or case. If between-subjects

factors are specified, they divide the population into groups. Using this general linear model

procedure you can test null hypotheses about the effects of both the between-subjects factors

and the within-subjects factors. You can investigate interactions between factors as well as

the effects of individual factors. In addition, the effects of constant covariates and covariate

interactions with the between-subjects factors can be included.

In a doubly multivariate repeated measures design, the dependent variables

represent measurements of more than one variable for the different levels of the within-

subjects factors.” (SPSS Inc., 1997, p.27)

This particular statistical analysis was chosen, as the data collected from

questionnaires and from the server (Section 3.6, Data Collected) is a comparison between

the two Web sites (red and blue). The model used was a doubly multivariate repeated

measures analysis of variance. In this analysis the dependent variables are:

• Lost rating.

• Usage of Back button.

• Usage of History list.

• Comfort rating.

• Number of nodes visited.

• Task time (time to complete task)

The between subject factors are:

• Gender.

• Age.

• Order (red or blue Web site completed first).

• Gender by Age.

• Gender by Order.

• Age by Order.

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ANALYSIS OF DATA __________________________________________________________________________________________

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Two covariates used in the model were:

• Experience with computers.

• Experience with the WWW.

Effects tested by the model:

• Within Subject (red – blue) by:

1. Experience with computers.

2. Experience with WWW.

3. Gender.

4. Age.

5. Order (red or blue 1st).

6. Gender by age.

7. Gender by order.

8. Age by order.

• Within subject (red – blue).

• Between subject on averaged variables (e.g. red + blue) by:

1. Experience with computers.

2. Experience with WWW.

3. Gender.

4. Age.

5. Order (red or blue 1st).

6. Gender by age.

7. Gender by order.

8. Age by order.

The hierarchical (or sequential; Type I) method of decomposition of sum-of-squares

was used. With this method, each term (factor or covariate) is adjusted for each term

preceding it in the model. The order of terms is as listed above.

4.3.1 Hypotheses

Section 3.5, Experimental task, described the questionnaire completed by all

subjects. Several questions were included in the questionnaire specifically to capture

information used to examine if there were differences due to experience with computers,

experience with the WWW, gender, age and order (red or blue site completed first).

Following are the hypotheses the multivariate analysis will examine.

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4.3.1.1 Within Subject Null Hypotheses

Hypotheses involving the within-subjects (red – blue effects):

1. H0: There will be no influence on the difference between the red and blue Web site

measurements (Lost rating, usage of Back button, usage of History list, Comfort rating,

number of nodes visited and Task time), attributable to experience with computers.

2. H0: There will be no influence on the difference between the red and blue Web site

measurements, attributable to experience with the WWW.

3. H0: There will be no influence on the difference between the red and blue Web site

measurements, attributable to gender.

4. H0: There will be no influence on the difference between the red and blue Web site

measurements, attributable to age.

5. H0: There will be no influence on the difference between the red and blue Web site

measurements, attributable to order.

6. H0: There will be no influence on the difference between the red and blue Web site

measurements, attributable to age by gender interaction.

7. H0: There will be no influence on the difference between the red and blue Web site

measurements, attributable to age by order interaction.

8. H0: There will be no influence on the difference between the red and blue Web site

measurements, attributable to gender by order interaction.

9. H0: There will be no difference between the red and blue Web sites on the mean

measures of the dependent variables (Lost rating, usage of Back button, usage of History

list, Comfort rating, number of nodes visited and Task time).

Note:

Each hypothesis is adjusted for the effect of the preceding hypotheses.

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ANALYSIS OF DATA __________________________________________________________________________________________

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4.3.1.2 Between Subject Null Hypotheses

Hypotheses involving the between-subjects (red + blue effects):

1. H0: There will be no influence on the averages of measurements (Lost rating, usage of

Back button, usage of History list, Comfort rating, number of nodes visited and Task

time) on the red and blue Web sites, attributable to experience with computers.

2. H0: There will be no influence on the averages of measurements on the red and blue Web

sites, attributable to experience with the WWW.

3. H0: There will be no influence on the averages of measurements on the red and blue Web

sites, attributable to gender.

4. H0: There will be no influence on the averages of measurements on the red and blue Web

sites, attributable to age.

5. H0: There will be no influence on the averages of measurements on the red and blue Web

sites, attributable to order.

6. H0: There will be no influence on the averages of measurements on the red and blue Web

sites, attributable to age by gender.

7. H0: There will be no influence on the averages of measurements on the red and blue Web

sites, attributable to age by order.

8. H0: There will be no influence on the averages of measurements on the red and blue Web

sites, attributable to gender by order.

Note:

Each hypothesis is adjusted for the effect of the preceding hypotheses.

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4.3.2 GLM – Repeated Measures Interpretive Strategy

The strategy for interpretation of the results rests on two basic principles:

1. That effects found to be non-significant in the multivariate test will not be interpreted as

significant even if the univariate test of the effect shows p < .05. This principle uses the

multivariate test as a form of control over experiment-wide type 1 errors* arising from

tests on multiple variables for each effect.

2. That interaction effects are examined first, from the higher order effects down to the

lower order interaction and main effects. In particular, significance of a within by

between subject interaction effect implies that the red – blue difference (difference

attributable to the structures of the red & blue Web sites), differs between the levels of

the between subjects factor. As a result the lower order red – blue and between subjects

effects should not be separately examined as if they were independent.

* Type 1 error – Erroneous rejection of a null hypothesis.

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4.3.3 Results of Tests of Multivariate Significance

Following is the results of the SPSS GLM – repeated tests model. Wilks’ Lambda is

displayed, as it is the most commonly used multivariate test (SPSS Inc., 1997, p.136).

Table 4.1: Multivariate Tests (Wilks’ Lambda)

Computed using alpha=.05

Within Subjects Effects

Value F Hypothesis df Error df Significance RB * Exp with Computers 0.921 1.327 6.000 93.000 0.253 RB * Exp with WWW 0.880 2.104 6.000 93.000 0.060* RB * Gender 0.949 0.841 6.000 93.000 0.541 RB * Age 0.858 2.570 6.000 93.000 0.024 * RB * Order 0.738 5.513 6.000 93.000 0.000 * RB * Gender * Age 0.908 1.562 6.000 93.000 0.167 RB * Gender * Order 0.943 0.929 6.000 93.000 0.478 RB * Age * Order 0.970 0.479 6.000 93.000 0.822 RB (red-blue) 0.340 30.144 6.000 93.000 0.000*

Within Subjects Design: RB (red-blue)

Between Subjects Effects

Value F Hypothesis df Error df Significance Intercept 0.025 596.421 6.000 93.000 0.000 Exp. with Computers 0.771 4.610 6.000 93.000 0.000 * Exp. with WWW 0.877 2.175 6.000 93.000 0.052 * Gender 0.963 0.596 6.000 93.000 0.733 Age 0.902 1.689 6.000 93.000 0.132 Order (red or blue 1st) 0.915 1.448 6.000 93.000 0.205 Gender * Age 0.883 2.044 6.000 93.000 0.067 * Gender * Order 0.952 0.776 6.000 93.000 0.591 Age * Order 0.946 0.881 6.000 93.000 0.512 Design: Intercept + Exp with Computers + Exp. With WWW + Gender + Age + Order + Gender*Age + Gender*Order + Age*Order *Order

Significant difference marked with *

Univariate tests for these effects showing multivariate significance will now be

explored.

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4.3.4 Results of Tests of Univariate Significance Involving the Within-Subjects Effects

The Multivariate tests (Table 4.1) shows significant effects for several factors:

• Red - Blue by experience with the WWW. • Red - Blue by Age. • Red - Blue by Order (red or blue Web site completed first). • Red – Blue.

The table of tests of univariate effects is reported in full in Appendix G. An excerpt

from this table showing the results of univariate tests of those effects above, manifesting

multivariate significance is shown in table 4.2 below. Table 4.2:

Excerpt –Univariate Tests of Within-Subjects Contrasts

Computed using alpha = .05

Source Measure F** Significance RB * Exp. With WWW. Lost rating 0.025 0.876

Back Button 2.228 0.139 History List 0.817 0.368 Comfort rating 0.234 0.630 Num. nodes visit 0.271 0.604 Task time 5.477 0.021 *

RB * Age Lost rating 1.710 0.194 Back Button 0.220 0.640 History List 0.016 0.900 Comfort rating 1.629 0.205 Num. nodes visit 0.009 0.925 Task time 7.403 0.008 *

RB * Order Lost rating 0.004 0.948 Back Button 0.234 0.630 History List 1.400 0.240 Comfort rating 0.816 0.369 Num. nodes visit 2.273 0.135 Task time 22.920 0.000 *

RB (red-blue) Lost rating 0.703 0.404 Back Button 159.72 0.000 * History List 6.371 0.013 * Comfort rating 0.423 0.517 Num. nodes visit 0.194 0.661 Task time 4.666 0.033 *

* Denotes significant difference ** All tests have 1, 98 degrees of freedom

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4.3.4.1 Red - Blue by Experience with WWW, Measure Task time

As displayed in figure 4.3, subjects with more experience with the WWW completed

the task more quickly in the red Web site than those subjects with less experience with the

WWW. Whereas, experience with the WWW is negatively related to completion time for

the red Web site, there is no relationship between experience with the WWW and

completion time on the blue Web site.

Diagram 4.3: Red - Blue by Experience with WWW, Measure Task Time

4.3.4.2 Red - Blue by Age, Measure Task Time

As exhibited in diagram 4.4, in the red Web site, subjects in the younger age group

took longer than the older age group to complete the task, this pattern was reversed for the

blue Web site.

Scatter plot Red site

Experience with the WWW

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Experience with the WWW

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Over 2518 - 25

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R edB lue

Diagram 4.4: Red - Blue by Age, Measure Task

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4.3.4.3 Red - Blue by Order, Measure Task Time

As displayed in diagram 4.5, subjects regardless of which Web site they completed

first completed the second site faster. This measure seems to reflect experience with the

tasks set on the two Web sites.

Diagram 4.5: Red - Blue by Order, Measure Task Time

4.3.4.4 Red – Blue, Measure Task Time

As described previously, the relationship between red or blue Web sites, and

completion of task is moderated by experience with WWW, age and order. However, as

shown below, overall, subjects completed the task more quickly in the blue Web site than

the red Web site.

Diagram 4.6: Red – Blue, Measure Task Time

O rder

blue s ite f irs tred s ite f irs t

Estim

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Mar

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ANALYSIS OF DATA __________________________________________________________________________________________

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4.3.4.5 Red – Blue, Measures the use of Back Button and History List

As shown in diagram 4.6, the difference between the red and blue Web sites on the

usage of the Back button and History list, was that subjects used these facilities more

frequently on the red Web site. This had been expected as the red Web site design required

usage of Back button or History list to complete traversal.

Unexpected was the level usage of the Back button in the blue Web site. The blue

Web site contained dedicated Hyperlinks that:

• performed the function of the Back facility; • completely cross-connected the 2nd, 3rd and 4th levels of the structure; • returned the user from any node in the structure to root node of the

site(Appendix B for site map and Hyperlinks; Appendix D for sample pages).

However, 31.8% of subjects reported high levels of usage of the Back facility

(frequency value >= 2.5 out of 5), with only 12.1% of subjects reporting no usage. This

appears to suggest users utilize this facility even when not required by the structure of a Web

site.

Also, unexpected was the very low frequency of usage of the History list on both

Web sites, suggesting users do not often use this facility while traversing Web sites.

Diagram 4.7: Red – Blue, Measure the use of Back Button and History List

Use of Back Button: 0 = Not at All

5 = Frequently

Use of History List: 0 = Not at All

5 = Frequently

Use of History List

Blue siteRed site

Estim

ated

Mar

ginal

Mea

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1.00.95.90.85.80.75.70.65.60.55.50.45.40.35.30.25.20.15.10.05

0.00

Use of Back Button

Blue siteRed site

Estim

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3.5

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4.3.4.6 Summary of Within-Subjects Effects

Task time was the only dependent measure showing significant red – blue by

experience with WWW, red – blue by age and red – blue by order effects:

i) Subjects with low experience with WWW take longer to complete the task in

the red Web site.

ii) Subjects in the 18-25 age group complete the task in the blue Web site faster

than those subjects over 25. This pattern is reversed in the red Web site.

iii) Regardless of which Web site subjects completed first, they completed the

second site faster. This measure seems to reflect experience with the tasks set

on the two Web sites.

Significant red – blue differences not moderated by within-subjects variables were

found on the measures usage of the Back button and usage of the History list:

i) Subjects used the Back button frequently in the red Web site. This had been

expected. However, unexpected was the usage of the Back button in the blue

Web site.

ii) Subjects used the History list more frequently in the red Web site than the

blue.

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4.3.5 Results of Tests of Univariate Significance Involving the Between-Subjects Effects

Table 4.1, shows significant multivariate difference between-subjects effects for the

factors experience with computers, experience with WWW and gender by age. The table of

tests of univariate effects is reported in full in Appendix G. An excerpt from this table

showing the results of univariate tests of the aforementioned effects, manifesting

multivariate significance is shown in table 4.3 below.

Table 4.3: Excerpt –Univariate Tests of Between Subjects Effects

Computed using alpha = .05

Source Measure F** Significance

Exp. With Comp. Lost rating 5.644 0.019 * Back Button 0.008 0.927 History List 0.129 0.720 Comfort rating 0.362 0.549 Num nodes visit 0.000 0.983 Task time 15.937 0.000 *

Exp. With WWW Lost rating 9.836 0.002 * Back Button 0.058 0.810 History List 1.526 0.220 Comfort rating 0.924 0.339 Num nodes visit 0.019 0.892 Task time 1.085 0.300

Gender * Age Lost rating 5.471 0.021 * Back Button 1.408 0.238 History List 0.257 0.613 Comfort rating 7.183 0.009 * Num nodes visit 4.300 0.041 * Task time 0.796 0.374

Transformed Variable: Average

* Denotes significant difference ** All tests have 1, 98 degrees of freedom

Each of the above measures showing significant difference will be examined to find

the cause(s) of the difference that the factor reflected in the Multivariate Test (Table 4.1).

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4.3.5.1 Experience with Computers, Measure Lost

As shown in diagram 4.8, increasing experience with computers is associated with a

decreasing feeling of being lost.

Diagram 4.8: Scatter Plot - Exp. with Computers, Measure Lost

4.3.5.2 Experience with Computers, Measure Task Time

As displayed in diagram 4.9 below, increasing experience with computers is

associated with decreasing Task time.

Diagram 4.9: Scatter Plot - Exp. with Computers, Measure Task Time

Lost Rating: 0 = Not at All

5 = Frequently Experience with Computers: 0 = Inexperienced 5 = Very Experienced

Task time: Average of time taken to complete tasks both sites.

Experience with Computers: 0 = Inexperienced 5 = Very Experienced

Experience with Computers

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4.3.5.3 Experience with WWW, Measure Lost Rating

The scatter plot below shows that as a subject’s experience with the World Wide

Web (WWW) increases the perception of being lost across both Web sites decreases. The

line of best fit demonstrates this.

Diagram 4.10: Scatter Plot - Exp. with WWW and Lost Rating

4.3.5.4 Gender by Age, Measure Lost Rating

As is displayed in diagram 4.11, men in both age categories have similar mean

ratings of lost. However, women in the older age group felt more lost than their younger

counterparts. Please note that this effect is independent of experience with computers or the

WWW.

Diagram 4.11: Gender by Age, Measure Lost Rating

Lost Rating: 0 = Not at All

5 = Frequently Experience with WWW: 0 = Inexperienced 5 = Very Experienced

Lost Rating: 0 = Not at All

5 = Frequently

AGE

Over 2518 - 25

Mea

n Lo

stne

ss

2.6

2.4

2.2

2.0

1.8

1.6

1.4

1.2

1.0

Gender

male

female

Experinence with WWW

543210

Lost

Ratin

g

5

4

3

2

1

0

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4.3.5.5 Gender by Age, Measure Comfort Rating

As displayed in diagram 4.12 below, women over the age of 25 in the sample tend to

feel less comfortable with the structures of both Web sites. Whereas men over 25 feel

significantly more comfortable with the structures of both sites, than do men under 25.

Diagram 4.12: Gender by Age, Measure Comfort Rating

4.3.5.6 Gender by Age, Measure Number of Nodes Visited

As displayed in diagram 4.13 below, women over the age of 25 in the sample tend to

visit more nodes in both Web sites to complete the tasks, whereas men over 25 visit fewer

nodes than their younger counterparts.

Diagram 4.13: Gender by Age, Measure Number of Nodes Visited

Comfort Rating: 0 = Not at All

5 = Very

Comfort Rating: 0 = Not at All

5 = Very

AGE

Over 2518 - 25

Mea

n Com

fort R

ating

3.8

3.6

3.4

3.2

3.0

2.8

Gender

male

female

AGE

Over 2518 - 25

Mea

n Nu

mber

of n

odes

visi

ted

16.5

16.0

15.5

15.0

14.5

14.0

13.5

Gender

male

female

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4.3.5.7 Summary of Between-Subjects Effects

The dependent measure lost showed significant between-subject effects on the

following factors; experience with computers, experience with WWW and gender and age

interaction:

i) Subjects with low experience with computers feel more lost in both Web

sites.

ii) Subjects with low experience with WWW feel more lost in both Web sites.

iii) Women over 25 tend to feel more lost in both Web sites.

The dependent measure task time showed a significant between subject effect on the

factor experience with computers. Subjects with low experience with computers take

longer to complete the task on both Web sites.

The dependent measure comfort displayed a significant between subject effect on

the factor gender by age interaction. Men over 25 in the sample feel more comfortable with

both Web sites than their younger counterparts. This pattern is reversed for women. Women

over 25 in the sample feel less comfortable than their younger counterparts.

The dependent measure nodes visited showed a significant between-subject effect on

the factor gender by age interaction. Men over 25 in the sample visited fewer nodes to

complete the task in both Web sites than their younger counterparts. This pattern is reversed

for women. Women over 25 in the sample visited more nodes to complete the task in both

Web sites than their younger counterparts.

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4.3.6 Summary of General Linear Model – Repeated Measures

Upon examination of the results of the sample, the following null hypotheses tested

by the doubly multivariate repeated measures analysis of variance were supported.

4.3.6.1 Supported Within-Subject Null Hypotheses • H0: There will be no influence on the difference between the red and blue Web site

measurements (Lost rating, usage of Back button, usage of History list, Comfort rating,

number of nodes visited and Task time), attributable to experience with computers.

• H0: There will be no influence on the difference between the red and blue Web site

measurements, attributable to gender.

• H0: There will be no influence on the difference between the red and blue Web site

measurements, attributable to age by gender.

• H0: There will be no influence on the difference between the red and blue Web site

measurements, attributable to age by order.

• H0: There will be no influence on the difference between the red and blue Web site

measurements, attributable to gender by order.

4.3.6.2 Supported Between-Subject Null Hypotheses

• H0: There will be no influence on the averages of measurements (Lost rating, usage of

Back button, usage of History list, Comfort rating, number of nodes visited and Task

time) on the red and blue Web sites, attributable to gender.

• H0: There will be no influence on the averages of measurements on the red and blue Web

sites, attributable to age.

• H0: There will be no influence on the averages of measurements on the red and blue Web

sites, attributable to order.

• H0: There will be no influence on the averages of measurements on the red and blue Web

sites, attributable to age by order.

• H0: There will be no influence on the averages of measurements on the red and blue Web

sites, attributable to gender by order.

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Examined next will be the hypotheses rejected by the doubly multivariate analysis of

variance. Each will be briefly discussed.

4.3.6.3 Rejected Within-Subject Null Hypotheses

• H0: There will be no influence on the difference between the red and blue Web site

measurements, attributable to experience with the WWW.

This hypothesis was rejected as experience with the WWW seems to affect the

measure of task time. The sample indicates that inexperienced subjects take longer to

complete the task in the red Web site than in the blue Web site.

• H0: There will be no influence on the difference between the red and blue Web site

measurements, attributable to age.

Hypothesis rejected due to the fact that when examined it was found that in this

sample those subjects in the 18 - 25 age group completed the task in the blue Web site faster

than the task in the red Web site. Whereas subjects in the over 25 age group completed the

task in the red Web site faster than the task in the blue Web site.

• H0: There will be no influence on the difference between the red and blue Web site

measurements, attributable to order.

This hypothesis was rejected as the analysis shows that there is an effect on the

measurement of task time. Regardless of which Web site subjects completed first, they

completed the second site faster. This measure seems to reflect experience with the tasks set

on the two Web sites

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• H0: There will be no difference between the red and blue Web sites on the mean

measures of the dependent variables (Lost rating, usage of Back button, usage of History

list, Comfort rating, Number of nodes visited and Task time).

This hypothesis was rejected as there are differences in the measures between the red

and blue Web sites. These differences are on the measures of Back button, History list and

task time. The difference on the Back button had been expected, as the red Web site

required the use of the Back button to complete the tasks. However the level of usage of the

Back button in the blue Web site was unexpected. The blue Web site had been designed in

such a fashion that usage of this facility was not required.

Subjects in this sample used the Back button and the History list more frequently in

the red Web site. However usage of the History list was very low in both sites.

The difference highlighted by the task time has been reflected in the preceding

higher order interactions, but was examined to show the overall averages of time to complete

the task set in both Web sites. Subjects completed the task more quickly in the blue Web site

than the red Web site.

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4.3.6.4 Rejected Between-Subject Null Hypotheses

• H0: There will be no influence on the averages of measurements on the red and blue Web

sites, attributable to experience with computers.

This hypothesis was rejected due to the fact that experience with computers seemed

to affect the measures lost and task time. The sample shows that inexperienced subjects feel

more lost and take longer to complete the tasks in both Web sites.

• H0: There will be no influence on the averages of measurements on the red and blue Web

sites, attributable to experience with the WWW.

The hypothesis was rejected as the sample shows that as subjects’ experience with

the WWW increases the perception of being lost across both Web sites decreases.

• H0: There will be no influence on the averages of measurements on the red and blue Web

sites, attributable to age by gender.

This hypothesis was rejected as in the sample women over 25 tend to feel more lost

and less comfortable with both Web sites. Men over 25 feel less lost in and significantly

more comfortable with the structures of both Web sites than men in the 18-25 age group do.

Women in the 18-25 age group and men over 25 visit fewer nodes in both Web sites to

complete the required tasks.

The next section of the thesis, section 4.4, Logistic Regression analysis will examine

all of the measures and factors examined in the multivariate analysis to identify which of the

measurements is a predictor of preference (red or blue Web site).

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4.4 Logistic Regression

“Logistic regression is useful for situations in which you want to be able to predict the

presence or absence of a characteristic or outcome based on values of a set of predictor

variables. It is similar to a linear regression model but is suited to models where the

dependent variable is dichotomous. Logistic regression coefficients can be used to estimate

odds ratios for each of the independent variables in the model. Logistic regression is

applicable to a broader range of research situations than discriminant analysis.”

“Data. The dependent variable should be dichotomous. Independent variables can be

interval level or categorical; if categorical, they should be dummy or indicator coded.”

(Norusis, 1997, p.1)

This section of the thesis will analyse the data collected from the experiment to

identify which component(s) of the data predicts user preference of Web site (red or blue).

The model used to analyze the data is a logistic regression. The dependent variable in this

analysis is preference; this variable is dichotomous (red or blue). The data components and

their characteristics analyzed are:

• Experience with Computers; interval level data.

• Experience with WWW; interval level data.

• Gender; categorical data, dummy values; 0 = male; 1 = female.

• Age; categorical data, dummy values; 0 = 18-25; 1 = over 25.

• Order (red or blue Web site 1st), categorical data, dummy values; 0 = red; 1 = blue.

• Usage of Back button; red Web site value minus blue Web site value; interval level data.

• Usage of History list; red Web site value minus blue Web site value; interval level data.

• Lost; red Web site value minus blue Web site value; interval level data.

• Comfort; red Web site value minus blue Web site value; interval level data.

• Time to complete (task time); red Web site value minus blue Web site value; interval level

data.

• Visited nodes; red Web site value minus blue Web site value; interval level data.

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The backward conditional method was employed to estimate a model containing only

significant parameters. The backward conditional method resulted in a model containing 4

predictors, Lost, Comfort, Task time and Visited nodes.

Overall significance of the model is tested by a chi-square statistic: x2 = 77.8275 with

11 df, Probability = .000. Coefficients, univariate Wald statistics and significance values (df =

1) for each of the predictors are displayed in table 4.4 below.

Table 4.4:

Predictors of Preference

Predictor Coefficient (B) Wald Statistic Significance Lost -.6169 6.3117 .0120

Comfort .9618 9.2313 .0024 Task time -.1952 4.4294 .0353

Visited nodes -.0105 4.0892 .0432 Constant -1.2964 11.7113 .0006

Subjects preferred the blue Web site to the red Web site 74:33.

The derived model predicted 4 of the 74 who preferred the blue site to prefer the red

site, and 8 of the 33 who preferred the red site to prefer the blue site. In all, the model

successfully predicts the red or blue Web site preference of 95 of the 107 subjects.

The fact that the model could not remove the perception based data, lost and

comfort is a clear indication that user perception of the structure is a factor in

preference.

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4.5 Modification of Hypertext Structure Metrics for the Web

In Chapter 3 the two experimental Web sites (red and blue) were subjected to the

metrics developed by Botafogo et al. (1992) and Rivlin et al. (1994). Whereas, these metrics

have successfully highlighted the difference between the two Web sites the large amount of

difference between the results bears closer examination. Table 3.1; comparison of red and

blue Web site metrics is reproduced below.

Table 4.5: Comparison of red and blue Web site Metrics.

Attribute Red Web Site Blue Web Site

Most central node:

ROC value:

Node 1

1,371.85

Node 9

99.89

Next highest ROC values:

Node 2 = 130.42

Node 3 = 130.42

Node 12 = 99.10

Node 14 = 98.31

Least central node:

ROC value:

Nodes 16-73

69.43

Node 1

46.94

Cp value: .0496 .9809

St value: .01203 .02471

Number of Nodes: 73 73

Number of Hyperlinks: 72 736

ROC (Relative Out Centrality) Cp (Compactness) St (Stratum)

As, ROC values are designed to be used for comparisons between hypertexts the

results above would seem to be reflecting node 1 in the red Web site is 13.79 times (1,371.85 /

99.89) more central than node 9 in the blue Web site. This would appear to be an anomaly, as

both sites have the same number of nodes.

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Botafogo et al. (1992) state:

“For a single hypertext, the COD* is a good indication of node centrality as

compared with another node, but this number indicates little when two different hypertexts

are compared. For instance, a node with COD* 200 in a hypertext with 1000 nodes might be

much more central than a node with COD* 50 in a hypertext with 100 nodes. To try to

compensate for this difference, the Relative Out Centrality metric for node i is defined as:

ROC i = CD**/COD* i

The higher the ROC metric of a node, the more central (the inverse of the COD*).

Observe, also that the ROC is normalized in relation to the size of the hypertext (CD**),

making it more convenient for comparisons between hypertexts.”

* COD (Converted Out Distance) ** CD (Converted Distance)

The Cp results seem to be similarly skewed in that the red site has a value of .0496 in

comparison to the blue sites value of .9809. Yet when the experiment was analyzed the

estimated marginal means of time to complete the task (Diagram 4.7: Red – Blue, measure

Task time) of subjects, shows only a difference of 8.5% between the two Web sites. Overall,

it took subjects on average 8.5% longer to navigate the red Web site than the blue. To once

again quote Botafogo et al. (1992);

“… a compactness metric is developed that varies between 0 and 1, independent of

the hypertext size, and that reflects differences between hypertexts even they have the same

number of nodes and links. The metric is 0 when the hypertext is completely disconnected and

1 when completely connected.”

The value of the metric for the red Web site (.0496) reflects the fact that this site is

very close to being disconnected. This is not the case, this Web site is quite easy to traverse

as, evidenced by the fact that all 107 subjects successfully completed the task for this site.

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The results of both the ROC and Cp metrics, when compared with the experimental

evidence, do not support Botafogo et al.’s statements.

As stated in section 2.3.4.7 (Summary of Structure Metrics), the metrics fail to take

into account the increased freedom of browsing that the navigational aids inherent to the

browser, afford the user. In particular the design of the Converted Distance Matrix (CDM)

neglects the Back and History facilities (Section 2.2.4.1, Browsers) of all modern browsers.

In the design of the CDM, Hyperlinks are considered to be unidirectional. Once the

Hyperlink is traversed, there is no direct way to return to the previous node unless another

Hyperlink is provided to do so. In the case of no return Hyperlink being provided, the value

inserted into the CDM is either the infinity value or as Botafogo et al. recommends, the

conversion constant (Section 2.3.4.1). This also implies that some nodes may be unreachable

from other nodes.

As a user traverses a Web site by selecting which Hyperlinks to follow, the browser

stores the traversals followed by the user in a History list. The History list can be used to

return to a previous point in the path followed by the user. The browser does this

dynamically; that is, the page selected from the History list is loaded from the browser’s

cache rather than a “get” command being issued to the host. The Back facility is a subset of

the History facility, which returns the user dynamically to the previous page within the

History list.

As shown in section 4.3.4.5 (Red – Blue, Measures the use of Back Button and

History List), subjects used the History facility very infrequently.

However, most subjects in the experiment used the Back facility in both experimental

Web sites, suggesting that this facility is utilized whether required or not by users when

traversing Web sites. Therefore, the modification to the Converted Distance Matrix (CDM)

will specifically address the use of the Back facility within a strictly hierarchical Web site.

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4.5.1 Improved Converted Distance Matrix for a Web site

Constructed as a Strict Hierarchy

Assumption 1: User starts traversing Web site at the root node (Homepage).

Assumption 2: Web site is a strict hierarchy.

Definition 1: CDMh – Improved Converted Distance Matrix for a Web site with strict

hierarchy.

Definition 2: Bi-followable Hyperlink – Once a unidirectional Hyperlink has been

traversed in a Web site, and no dedicated return Hyperlink is provided, the link can be

considered to be bi-followable that is, the user has the ability to use the Back facility to return

to the previous node. This description is similar to the bifollowable link proposed in Nelson’s

Xanadu (Section 2.3.2). This type of Hyperlink is not however, bivisible as it cannot be seen

in the destination document (Deemer, 1994; Nelson, 1992).

When considering the Converted Distance Matrix in relation to a strict hierarchical

Web site, where the user enters site at the root node, all Hyperlinks should be considered to be

bi-followable (CDMh). This modification recognizes the Back facility provided by all modern

browsers.

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Following is an example of Botafogo et al.’s converted distance matrix (CDM) using

the conversion constant (Section 2.3.4.1) applied to a small, strict hierarchical Web site.

Example using Botafogo et al. (1992) Conversion Constant

a a b c d e

a 0 1 1 2 2

b c b 5 0 5 1 1

c 5 5 0 5 5

d e d 5 5 5 0 5

e 5 5 5 5 0

Diagram 4.14: Converted Distance Matrix (CDM)

The shortest path from node a to node b is one. When a node cannot directly reach

another node via a dedicated Hyperlink, the conversion constant (K) is used within the

distance matrix. For example in Figure 4.14, node b cannot directly reach node a so the

conversion constant is inserted in the distance matrix. However, by utilizing the Back facility

of a browser, the traversal from node b to node a requires only a single mouse click on the

back button. If the user’s point of entry to the Web site was the root node (Assumption 1), to

have arrived at node b the user must have traversed the Hyperlink a–b.

This traversal using the Back facility of the browser is a traversal of a single

Hyperlink, not as the Botafogo et al.’s conversion constant CDM suggests, 5 traversals.

This modification (CDMh) to Botafogo et al.’s Converted Distance Matrix design

removes the need for the infinity value or the conversion constant (Section 2.3.4.1) in the

CDM. The recognition of all links within a Web site as being bi-followable will change the

results of Botafogo et al.’s (1992) metrics when applied to strictly hierarchical Web sites.

K = 5 The value 5 is chosen as there are 5 nodes in graph (recommended in Botafogo et al. (1992).)

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Following is an example of CDMh – Converted Distance Matrix for a Web site with

strict hierarchy, applied to the same small Web site.

Example using CDMh

a a b c d e

a 0 1 1 2 2

b c b 1 0 2 1 1

c 1 2 0 3 3

d e d 2 1 3 0 2

e 2 1 3 2 0

Diagram 4.15: Strict Hierarchical Web Site Converted Distance Matrix (CDMh)

In diagram 4.15 the shortest path from node a to node b is one. When Back facility of

the browser is recognized and applied to the CDM all Hyperlinks present within a Web site

are treated as bi-followable Hyperlinks, therefore, only a single traversal is required to move

from node b to node a.

A further example of this is, the traversal from node e to node c. As stated this

modification (CDMh) assumes the user enters the Web site at the Homepage (root node), node

a in this case.

In this example, to reach node e the user traversed the path a – b, b – e. To traverse

the Web site from node e to node c requires the user to use the Back button twice (e – b, b –

a) and the traversal of a – c. This is a traversal of three Hyperlinks, as is reflected by the

CDM h.

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4.5.2 Application of Modification to the Experimental Red Web Site

The CDMh was applied to the experimental red Web site. The effect the modification

had on the results of Botafogo et al. (1992) metrics, when applied to the Web site is displayed

in Table 4.5. The complete CDM h and Botafogo et al.’s CDM using the conversion constant

are available in Appendix H. The blue Web site values are displayed as, the blue site contains

dedicated hyperlinks performing the job that the CDM h bi-followable links reflect, and

therefore a valid comparison can be made (blue Web site distance matrix available in

Appendix C).

Table 4.6: Original and Modified red Web site metrics compared to blue Web site metrics

Red Web site Blue Web site

Attribute Botafogo et al. CDM

CDMh Botafogo et al. CDM

Most central node:

ROC value:

Node 1

1,371.85

Node 1

112.42

Node 9

99.88

Next highest ROC values:

Node 2 = 130.42

Node 3 = 130.42

Node 2 = 112

Node 3 = 112

Node 12 = 99.10

Node 14 = 98.31

Least central node:

ROC value:

Nodes 16-73

69.43

Nodes 40-44

67.66

Node 1

46.94

Cp value: .0496 .9349 .9809

St value: .01203 .00037 .02471

Number of Nodes: 73 73 73

Number of Hyperlinks:

72 72 736

ROC (Relative Out Centrality) Cp (Compactness) St (Stratum)

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Using the CDMh modification to the red Web site, the values of the ROC calculations

for the red and blue Web sites are much closer in absolute value. The results of the

calculations using the unmodified CDM have node 1 (red Web site) showing a value of

1,371.85 and node 9 (blue Web site) a value of 99.66. The calculations using the CDMh

modified values are 112.42 (red site) versus 99.66 (blue site). This provides a better

comparison of node centrality between the two sites.

With the modification to the CDM of the red Web site each of the 72 Hyperlinks on

the site is treated as bi-followable. Node 1 of the red Web site (Homepage), has the highest

ROC value (112.42) followed by nodes 2 and 3 (112) this reflects the fact that within this

structure there is only one hierarchy. This is further evidenced by the fact, that all the level 5

nodes (Appendix A for site map) have the low centrality values ranging from 67.66 (nodes

40-44) to 70.88 (nodes 23-32).

The Cp (Compactness) value for the red Web site using the unmodified CDM is

.0496. The Cp value for the blue Web site is .9809. These two values are at opposite ends of

the spectrum, as zero describes a totally disconnected structure and one describes a totally

connected structure (Botafogo et al., 1992).

With these values, it would be expected that

traversing the red site would be a much more

arduous and time-consuming undertaking

than traversing the blue site. The results of the

experiment (Chapter 3) do not support this

supposition. The mean time taken to complete

the task does show a difference, however, the

difference does not appear to be of the

magnitude reflected by the difference in

compactness. Diagram 4.16 displays the mean

Task time per site. Diagram 4.16: Estimated Marginal

Means of Task Time per Site

Blue siteRed site

Tas

k T

ime

in s

econ

ds

166

164

162

160

158

156

154

152

150

148

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The calculated value for compactness of the red Web site using the CDMh

modification is .9349. This value reflects the fact that each node can easily reach another

node. The longest path from node to node within the red Web site traverses 8 Hyperlinks

(Appendix H for CDMh). The average* traversal path within the red Web site is across 5.69

Hyperlinks.

If the Botafogo et al.’s (1992) original distance matrix values are used (Appendix H

for CDM), the longest path in the red Web site would be a traversal of 73 Hyperlinks and the

average* path traversal 69.43 Hyperlinks. Obviously, this is not the case.

For comparison purposes the value for compactness of the blue Web site is .9809, this

value indicates that each node can reach any other node within the site easier than is the case

in the red Web site. The longest path from node to node in the blue Web site traverses 4

Hyperlinks (Appendix C for CDM). The average* traversal path within the blue Web site is

across 2.37 Hyperlinks.

The comparison between the two Web sites using the CDMh modification to the red

Web site clarifies and supports the result found in the Estimated Marginal Means of task time

on both sites (Diagram 4.16).

* Average is calculated using formula CD/(n2-n)

The CDMh modified value for Stratum (St) on the red Web site (.0037) reflects that

there is little or no linear ordering in the site. In comparison however, the blue Web site

displays a higher order of magnitude result than the CDMh modified red Web site. This could

be the result of the linear ordering of the sequential structures contained in the level 5 nodes

of the blue Web site (see site map Appendix A).

The results of the application CDMh modification to the metrics developed by

Botafogo, Rivlin and Shneiderman (1992; 1994) would appear to provide a more accurate

description of the structural characteristics of the experimental red Web site.

CD = Converted Distance n = Number of nodes

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4.5.3 How the CDMh Affects the Methodology of this Thesis

In Chapter 3, it was stated the two Web sites were designed to be at the extremes of

Botafogo et al.’s, (1992) metrics. The metrics were applied to the two Web sites to

demonstrate the difference between the two Web sites. With the application of the CDMh to

the red Web site the value of all metrics pertaining to the red Web site changed.

Does this affect the methodology?

Whereas, the value of each of the metrics developed by Botafogo, Rivlin and

Shneiderman (1992; 1994) change for the red Web site, the structure they identify does not.

The application of the CDMh provides only for a better description of the characteristics of the

structure of a strictly hierarchical Web sites.

Even though the values of the metrics ROC and Cp, of the red Web site now show

much less difference in value to those of the blue Web site, the structures the experiment

described remain the same. The red site is a strict hierarchy and the blue site is a heavily

cross-linked (compromised), overlapping hierarchy using sequential (next) structures’ within

it. The experiment therefore, still accurate in such as it measures the difference of user

perceptions to these two different structures.

4.5.4 Multiple and Compromised Hierarchies and the CDMh

The CDMh modification is designed

for use only on a strict hierarchy, where the

root node of the hierarchy is the only point of

entry to the site. The modification is

unsuitable to an overlapping hierarchical

structure (Section 2.3.3.1), as parts of the

structure would become unreachable. Diagram

4.17 demonstrates this; entry at node a allows

easy access to nodes c, d and e, however, node

b can not be accessed.

Entry point

b

a

c d

e

Diagram 4.17: Overlapping Hierarchy

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The same problem (unreachable nodes) can occur when entry to the Web site occurs

at any other location than the root node. This may occur if sub-nodes have been listed with

Web search engines or users of the Web site have added sub-nodes as a Favorite (Microsoft)

or Bookmark (Netscape).

The CDMh modification is also unsuitable for compromised (cross-linked) Web site

hierarchies (Section 2.3.3.1). Diagram 4.18 demonstrates the problem; the traversal from

node d to node a is dependent on the path the user took to reach node d. The user could have

taken the path a – c, c – d or the path a – b, b – c, c – d.

In either case, the return traversal to

node a requires the same number of

traversals as the path to the current node.

The result is ambiguous (2 or 3 dependent

on users path), and therefore cannot be

used within the Converted Distance

Matrix as a static metric value.

Entry point

a

b c

d

Diagram 4.18: Compromised

4.5.5 Where to Use the CDMh Modification

The strict hierarchical modification to the converted distance matrix (CDMh) can

only be used on a Web site that meets the following criteria:

1.) Web site is a strict hierarchy.

2.) Web site has a single entry point, at the root node of the hierarchy.

The above criteria describes a considerable number of smaller Web sites, particularly

personal and small commercial Web sites, as the Homepage is the entry point to a strict

hierarchical site. In these cases the application of the CDMh modification to the Converted

Distance Matrix reflects a more appropriate measure of the structure, for comparison

purposes, when subjected to the metrics developed by Botafogo, Rivlin and Shneiderman

(1992; 1994).

Diagram 4.18: Compromised Hierarchy

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4.6 Examination of Lostness & Efficiency Indicators and the Web

As stated in section 3.6, Data Collected, it had been initially hoped that the user’s

traversal of the Web site could be tracked. This information would have allowed the metrics

developed by Smith (1996), described in section 2.3.5, to be applied to each subject of the

experiment. Due to the design of Internet Explorer 3.02 the exact traversals within a Web

site could not be accomplished within the scope of this thesis.

The intent of this section of the thesis is to show, using the information collected

from the server (Section 3.6), whether Smith’s (1996) indicators of “Lostness” and

“Efficiency” do in fact identify users who are lost. The details extracted from the server

provide the number of nodes visited by each user in both Web sites. A perfect search will be

conducted and the results compared with each experimental subject’s result. The following

of Smith’s (1996) indicators will be examined:

Lostness - Efficiency Indicator:

Number of visited nodes to complete required task (R) divided by number of

different nodes visited while searching (N).

Lostness - Efficiency = R/N

Also, when considering a user’s efficiency, successful completion of the task is a

good indicator. A value is assigned for task accuracy (A) zero for incorrect answer, .5 for a

partially correct answer and one for a correct answer.

All 107 subjects who undertook the experiment provided the correct answers,

therefore, for all subjects A = 1.

A value-approaching zero or greater than one (task incomplete), indicate the user is lost and inefficient.

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Before the Lostness - Efficiency indicators can be calculated, a perfect search must

be conducted to calculate the number of visited nodes to complete the required task. Below is

the result of a perfect search taken from the server’s “access_log” for both the red and blue

Web sites.

Table 4.7: A perfect search – Results from Access_log

Machine ID Date and Time Node Visited

b204-17.scu.edu.au - - [10/Sep/1997:12:07:57 +1000] "GET /~wsmart10/red/marvel.htm

b204-17.scu.edu.au - - [10/Sep/1997:12:07:59 +1000] "GET /~wsmart10/red/mmf.htm

b204-17.scu.edu.au - - [10/Sep/1997:12:08:00 +1000] "GET /~wsmart10/red/mfem.htm

b204-17.scu.edu.au - - [10/Sep/1997:12:08:01 +1000] "GET /~wsmart10/red/guardian.htm

b204-17.scu.edu.au - - [10/Sep/1997:12:08:31 +1000] "GET /~wsmart10/red/dc.htm

b204-17.scu.edu.au - - [10/Sep/1997:12:08:32 +1000] "GET /~wsmart10/red/dmf.htm

b204-17.scu.edu.au - - [10/Sep/1997:12:08:34 +1000] "GET /~wsmart10/red/dmale.htm

b204-17.scu.edu.au - - [10/Sep/1997:12:08:35 +1000] "GET /~wsmart10/red/cham.htm

b204-17.scu.edu.au - - [10/Sep/1997:12:08:45 +1000] "GET /~wsmart10/blue/dc.htm

b204-17.scu.edu.au - - [10/Sep/1997:12:08:47 +1000] "GET /~wsmart10/blue/dvmf.htm

b204-17.scu.edu.au - - [10/Sep/1997:12:08:48 +1000] "GET /~wsmart10/blue/dvfem.htm

b204-17.scu.edu.au - - [10/Sep/1997:12:08:50 +1000] "GET /~wsmart10/blue/clay.htm

b204-17.scu.edu.au - - [10/Sep/1997:12:09:15 +1000] "GET /~wsmart10/blue/mvfem.htm

b204-17.scu.edu.au - - [10/Sep/1997:12:09:18 +1000] "GET /~wsmart10/blue/calypso.htm

Notes about perfect search:

• Perfect search of red Web site requires 9 nodes be visited (includes index.html).

• Total time to complete task in red Web site was 38 seconds (includes 25 seconds to

record answer).

• Perfect search of blue Web site requires 7 nodes be visited (includes index.html).

• Total time to complete task in blue Web site was 33 seconds (includes 25 seconds to

record answer).

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The indicators of Lostness and Efficiency use the same calculation. This calculation

is number of nodes required to be visited/number of nodes actually visited. The second

indicator of efficiency is completion of task; all 107 subjects completed the task in both Web

sites. The table below displays the 15 highest and 15 lowest results of the indicators of

Lostness and Efficiency (complete results available in Appendix I) for each Web site (red

and blue). Also shown is the preference (red or blue Web site) of subjects. Task time is

displayed for comparison to perfect search (38 sec. red Web site; 33 sec. blue Web site).

Table 4.8: Excerpt - Table of Results Lostness/ Efficiency Indicator

Results ordered by visited nodes red site Results ordered by visited nodes blue site

Site

Preference

Visited

nodes red site

Lostness & Efficiency Indicator

Task time red site

Site

Preference

Visited

nodes blue site

Lostness & Efficiency Indicator

Task time blue site

Blue 9 1.00 40 Blue 8 0.88 59 Red 10 0.90 59 Blue 9 0.78 30 Red 10 0.90 89 Blue 9 0.78 49 Red 10 0.90 244 Blue 9 0.78 73 Blue 10 0.90 104 Blue 9 0.78 109 Blue 10 0.90 100 Blue 10 0.70 86 Red 10 0.90 70 Blue 10 0.70 68 Blue 10 0.90 63 Blue 10 0.70 79 Red 11 0.82 81 Blue 10 0.70 76 Blue 12 0.75 168 Blue 10 0.70 124 Blue 12 0.75 181 Blue 10 0.70 142 Blue 12 0.75 72 Blue 10 0.70 134 Blue 12 0.75 121 Blue 10 0.70 99 Blue 13 0.69 235 Blue 10 0.70 71 Red 13 0.69 74 Red 11 0.64 202

Blue 18 0.50 199 Red 17 0.41 169 Red 18 0.50 136 Red 17 0.41 198 Red 19 0.47 146 Red 18 0.39 159 Blue 19 0.47 203 Red 19 0.37 199 Blue 20 0.45 252 Red 19 0.37 106 Blue 20 0.45 226 Blue 21 0.33 107 Blue 20 0.45 285 Blue 25 0.28 199 Blue 20 0.45 512 Red 26 0.27 390 Blue 20 0.45 339 Red 27 0.26 376 Red 20 0.45 196 Red 34 0.21 348 Blue 21 0.43 189 Red 35 0.20 458 Blue 21 0.43 393 Red 38 0.18 209 Blue 21 0.43 163 Red 38 0.18 528 Red 26 0.35 270 Red 45 0.16 215 Blue 27 0.33 322 Red 50 0.14 433

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Table 4.8 demonstrates that these indicators in fact do, appear to measure lostness

and efficiency. This can clearly be seen in the 15 lowest lostness – efficiency indicator

results for each Web site.

Subjects who were most lost in the red Web site, as indicated by the low result on the

indicators of lostness and efficiency, prefer the blue Web site (11 of 15, or 73%).

Similarly subjects who were most lost in the blue Web site, as indicated by the low

result on the indicators of lostness and efficiency, prefer the red Web site (13 of 15, or 86%).

The group of 15 subjects reflected in the lowest Lostness and Efficiency indicators in

the blue Web site (Table 4.8) is interesting.

Out of the 107 subjects who undertook the experiment (Chapter 3), 33 preferred the

red Web site. The 15 subjects, who were most lost in the blue Web site, account for 39.4 %

of subjects in the experiment who preferred the red Web site. This clearly shows that these

subjects were uncomfortable / lost within the structure of the blue Web site.

As demonstrated, Smith’s (1996) indicator of lostness, when applied to the data

resulting from the experiment does reflect an accurate measure of a user’s lostness.

Since efficiency is dependent on lostness the first indicator of efficiency uses the

same formula as the indicator of lostness. The more lost a subject is the less efficient the

subject is. The average time of completion for the most efficient 15 subjects on both sites is

103.4 seconds. The average time of completion of task for the least efficient 15 subjects is

264.2 seconds. The above results also demonstrate that the efficiency indicator reflects an

accurate measure of the subject’s efficiency.

The second measure of efficiency is “Successful completion of task”. As every

subject completed the task set in both Web sites successfully, task accuracy (A) for all

subjects, in both Web sites = 1.

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ANALYSIS OF DATA __________________________________________________________________________________________

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4.7 Examination of Questions raised in Chapter 2

Several questions were raised in the course of the review of the relevant literature in

Chapter 2. Each of these questions will be addressed in this section of the thesis. The

conclusions reached for each question will be supported by the statistical analyses performed

in this chapter of the thesis or by the examination of the metrics discussed within this

chapter.

• Do users utilize the features of modern browsers to aid navigation within a Web

site?

1. Back facility: As shown in section 4.3.4.5 (Red – Blue, Measures the use of Back Button

and History List), most users reported usage of this facility in both Web sites. It appears

that some subjects in this sample utilize this facility even when not required by the

structure of a Web site.

2. History facility: As shown in section 4.3.4.5 (as above), users appear not to avail

themselves of this facility frequently. This facility was used more often in the

experimental red Web site; however, the frequency of use for both Web sites was very

low.

3. Favorites facility: In section 4.2.1(Data Excluded) the results of the question dealing

with the utilization of the Favorites facility showed only 2.8 % of subjects (3 of the 107

subjects) in this sample used the facility. As a result the usage of the favorites facility

was dropped from the statistical analysis.

Some subjects in this sample appear to use the Back facility provided by modern

browsers to aid navigation within a Web site whether it is required or not (section 4.3.4.5).

The blue Web site was designed in such a fashion that users were not required to utilize this

facility. However, 31.8% of subjects reported high levels of usage of the Back facility

(frequency value >= 2.5 out of 5), with only 12.1% reporting no usage.

The History facility was infrequently used by the subjects in this sample, 40.1 % of

subjects reported they did not use this facility in the red Web site and 50.5 % of subjects

reported they did not use this facility in the blue Web site.

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The Favorite facility (Bookmark) was only used by 2.8 % of the subjects in this

sample. This would appear to suggest that users do not use this facility to navigate within a

Web site. The favorite facility would seem to be used more for navigation between Web

sites than within Web sites. This is supported by the following quote;

“Web users employ five general criteria to determine whether to bookmark a Web

page: (I) general usefulness, (ii) quality, (iii) personal interest, (iv) frequency of use, and (v)

potential future use.” (Abrams, 1997)

Of the three users who used the favorite facility, two stated that they had

bookmarked the page for the next subject undertaking the experiment.

• Which structure would users prefer -- heavily cross-linked or a strict hierarchy?

In the experiment detailed in Chapter 3, 69.2 % of subjects (74 of 107) preferred the

blue Web site. The blue Web site is a heavily cross-linked site using overlapping hierarchies

and sequential loops as part of its structure. The logistic regression analysis (Section 4.4)

identified 4 predictors of preference;

1. Lost; User Perception, Did you at any time feel lost navigating this site?

2. Comfort; User Perception, How comfortable were you with the structure of this site?

3. Task Time; Server Log, Time taken to complete the task.

4. Visited Nodes; Server Log, Number of Web pages (nodes) visited to complete task.

The model identified by the logistic regression is 88.8 % accurate, as it correctly

predicted 95 out of the 107 subjects’ preference, based on the model’s indicators.

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The doubly multivariate analysis of variance – repeated measures (Section 4.3)

identified several influences on the predictors of preference for this sample;

• Lost;

1. Subjects with a low level of experience with both computers and the WWW were

more lost in both structures (Sections 4.3.5.1 and 4.3.5.3).

2. Women over 25 felt more lost in both structures (Section 4.3.5.4).

• Comfort;

1. Women over 25 felt less comfortable with either structure, while men over 25 felt

more comfortable with both structures (Section 4.3.5.5).

• Task Time;

1. Subjects with less experience with the WWW take longer to complete the task in a

strict hierarchy than a heavily cross-linked hierarchy (Section 4.3.4.1).

2. Subjects 25 and younger completed the task in the heavily cross-linked hierarchy

faster than their older counterparts, whereas, subjects over 25 completed the task

faster in the strict hierarchy than the younger group (Section 4.3.4.2).

3. Subjects with low levels of experience with computers take longer to complete the

task in both structures.

• Visited Nodes;

1. Women over 25 visited more Web pages to complete the task in both structures,

whereas, men over 25 visited less Web pages in both structures to complete the task

(Section 4.3.5.6).

There is no doubt that these influences affected the outcome of some of the subject’s

preferences. However, 69.2 % to 30.8 % (74 to 33) of subjects preferred the heavily cross-

linked structure.

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• Which type of Web site -- strictly hierarchical or heavily crossed-linked -- increases

the user’s likelihood of experiencing the “Lost in Hyperspace” phenomenon?

The answer to this question appears to be both structures. The sample found some

subjects becoming lost and uncomfortable with the structure of both the Web sites. The

following diagrams demonstrate this;

Diagram 4.19: Estimated Marginal Means of Lost and Comfort

Diagram 4.20: Estimated Marginal Means of Visited Nodes and Task Time

The diagrams above reflect several aspects of the sample. Overall subjects that

preferred the blue Web site were more lost, less comfortable, visited more nodes and took

longer to complete the task in the red Web site. The same pattern is reflected for those

subjects that preferred the red Web site. That is, subjects were more lost, less comfortable,

visited more nodes and took longer to complete the task in the blue Web site.

blue Web sitered Web site

Estim

ated

Mar

gina

l Mea

ns o

f Los

tnes

s

5.0

4.0

3.0

2.0

1.0

0.0

preferred site

blue

redblue Web sitered Web site

Estim

ated

Mar

gina

l Mea

ns o

f Com

fort

5.0

4.0

3.0

2.0

1.0

0.0

preferred site

blue

red

blue Web sitered Web site

Estim

ated

Mar

gina

l Mea

ns o

f Vist

ed N

odes

25

20

15

10

preferred site

blue

redblue Web sitered web site

Estim

ated

Mar

ginal

Mea

ns o

f Tas

k Ti

me

250

240

230

220

210

200

190

180

170

160

150

140

130

120

110100

preferred site

blue

red

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ANALYSIS OF DATA __________________________________________________________________________________________

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Overall the strict hierarchy (red Web site) seems to cause a greater perception of

being lost in this sample, particularly when coupled with subjects inexperienced with

computers and the WWW (Sections 4.3.5.1, 4.3.5.3 and 4.3.5.4). However, those subjects

who preferred the red Web site reported the highest levels of feeling lost, visited more nodes

and took far longer to complete the task set in the blue Web site than the average for either

site.

Further evidence that both Web sites caused subjects to feel lost and uncomfortable

is demonstrated by the results of the lostness – efficiency indicators in section 4.6. The

indicators clearly showed that some subjects became lost and inefficient in both Web sites.

• Is the previous research in HyperText metrics still valid, when applied to Web sites

accessed by modern browsers?

The metrics developed by Botafogo et al. (1992) for identifying structures in

HyperText were found to perform well (Sections 2.4.3 and 3.2.3) when applied to the

experimental Web sites.

However, an anomaly appeared when the values of the metrics calculated for each

experimental Web site were compared to the results of the experiment (Section 4.5). The

metrics Relative Out Centrality and Compactness were specifically designed for

comparisons between Hypertext structures (Botafogo, Rivlin & Shneiderman, 1992; 1994).

When applied to Web sites accessed with modern browsers the comparisons appear

to be flawed. Specifically, the design of the distance matrix of a strict hierarchy seems to be

the cause of the anomaly as it ignores the browser’s navigational aids. A modification to the

distance matrix (CDMh) was detailed and tested in section 4.5.1 and 4.5.2. This modification

provides a more accurate measure of the structure of a strictly hierarchical Web site.

The metrics developed by Smith (1996) to measure lostness and efficiency in

HyperText could not be tested within the scope of this thesis, as the subjects’ paths through

the Web site could not be tracked. However, the indicators of lostness and efficiency could

be examined. These indicators were examined in section 4.6 and proved to be an accurate

indication of the subject’s lostness and efficiency within a Web site.

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4.8 Summary

This chapter subjected the data collected from the experiment outlined in Chapter 3

to two separate analyses. The first analysis performed (Section 4.3), a doubly multivariate

analysis of variance - repeated measures, identified influence effects on both experimental

sites.

The second analysis performed was a logistic regression (Section 4.4), this analysis

identified a model, using the measures lost, comfort, visited nodes and task time, that

predicts user preference of the experimental Web sites.

Section 4.5 of this chapter proposed a modification to the Converted Distance Matrix

of strictly hierarchical Web sites. The CDMh modification takes into account the Back

facility of modern browsers. This modification (CDMh) to the metrics developed by

Botafogo, Rivlin and Scheiderman (1992; 1994) provides a more accurate description of the

characteristics of a strictly hierarchical Web site.

Section 4.6 of this chapter tested the indicators of lostness and efficiency developed

by Smith (1996) and found them to be accurate when applied to Web sites.

Finally this chapter (Section 4.7) answered the questions raised in Chapter 2 of this

thesis.

The next chapter of this thesis will present the findings of this dissertation in relation

to the research question:

“What is the effect of Web site structure on the users’ perceptions of navigability?”

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SUMMARY AND CONCLUSIONS __________________________________________________________________________________________

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Chapter 5 SUMMARY AND CONCLUSIONS

5.1 Introduction

The overall Hypothesis of this dissertation is:

Ho: Web site structure does not affect the user perception of navigability.

HA: Web site structure does affect the user perception of navigability.

The experimental data collected from the experiment detailed in Chapter 3 and

analyzed in Chapter 4 does not support the null hypothesis. Therefore, the null hypothesis is

rejected and the alternative hypothesis is supported.

This chapter will present the findings of this dissertation in relation to the research

question:

“What is the effect of Web site structure on the users’ perceptions of navigability?”

In exploring the research question, four other related questions were raised;

1. Do users utilize the features of modern browsers to aid navigation within a Web site?

2. Which structure would users prefer -- heavily cross-linked or a strict hierarchy?

3. Which type of Web site -- strictly hierarchical or heavily crossed-linked -- increases the user’s likelihood of experiencing the “Lost in Hyperspace” phenomenon?

4. Is the previous research in HyperText metrics still valid, when applied to Web sites accessed by modern browsers?

Each of these questions will be briefly examined in section 5.3. The results of this

examination will be used in section 5.4 to provide conclusions to the overall research

question.

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SUMMARY AND CONCLUSIONS __________________________________________________________________________________________

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5.2 Summary of Methodology Two Web sites labeled “red” and “blue” were created for comparison purposes

(detailed in Chapter 3). The content in both sites remained identical, with the exception of the

additional Hyperlinks in the blue Web site. The “red” Web site was a strict hierarchy, while

the “blue” Web site’s structure was a combination of compromised and overlapping

hierarchical structures (heavily cross-linked). The “blue” Web site also contained sequential

structures in the 5th level nodes. Appendix B provides a map for each Web site and a list of all

Hyperlinks for each node (page) of both sites.

Two tasks were set on each Web site for each of the 113 subjects who undertook this

experiment. These tasks required the subject to traverse the experimental Web sites for

information contained on a single page within the site. Each subject was required to answer a

questionnaire that collected details regarding;

• General information (gender, age and experience with both computers and the WWW)

• Perception information about each Web site’s structure (lost, comfort and preference)

• Usage of facilities provided by modern browsers (Back button, History list and Favorites)

Additional data for each subject (time taken and pages visited) was taken from the

server log file. It had been initially hoped that the user’s traversal of the Web site could be

tracked. This information would have allowed the metrics developed by Smith (1996),

described in section 2.3.5, to be applied to each subject. However, to accomplish this the

browser itself would have to be modified (Section 3.6). Internet Explorer 3.02 caches each

Web page (HTML node) as it downloads. The next time a cached Web page is accessed,

whether via the back, history list or another Hyperlink, Internet Explorer accesses the client’s

cache, not the server (host). Using a modified browser that logged all URLs or sent a GET

command to the server with each access to a Web page could solve this. This modification

could not be accomplished within the scope of this thesis. The details that were extracted

from the server do, however, allow some of the indicators Smith (1996) developed for

lostness and efficiency to be calculated.

Six subjects were excluded from the sample (detailed in section 4.2) resulting in the

sample size being reduced to 107.

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SUMMARY AND CONCLUSIONS __________________________________________________________________________________________

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5.3 Summary of Findings

The objective of this research was to examine the effect of structure on users’

perceptions of navigability. To accomplish this, users compared two different structures

(detailed in previous section). The perceptions measured by the experiment were lostness,

comfort and preference of Web site. In the course of reviewing the current literature,

designing the Web sites and analyzing the data four additional questions were raised. These

questions and the conclusions reached for each follow;

1. Do users utilize the features of modern browsers to aid navigation within a Web

site?

Subjects in this sample appear to utilize the Back facility provided by modern

browsers to aid navigation within a Web site whether it is required or not The blue Web site

was designed in such a fashion that usage of the Back facility was not required, yet only

12.1 % of subjects reported no usage.. The History facility was infrequently used by the

subjects in this sample, 40.1 % of subjects reported they did not use this facility in the red

Web site and 50.5 % of subjects reported they did not use this facility in the blue Web site.

The Favorite facility (Bookmark) was only used by 2.8 % of the subjects in this sample, this

would appear to suggest that users do not use this facility to navigate within a Web site.

2. “Which structure would users prefer, heavily cross-linked or a strict hierarchy?

This question was answered by the preference of subjects within the sample. Possible

influences on this preference were investigated by examining the data set for influences using

a multivariate analysis (section 4.3), then determining the predictors of preference, section 4.4

(logistic regression analysis).

The results from the data set is that 69.2 % of subjects (74 of 107) in this sample

preferred the blue Web site. The blue Web site is a heavily cross-linked site using overlapping

hierarchies and sequential loops as part of its structure. The logistic regression analysis

(Section 4.4) identified 4 predictors of preference Lost, Comfort, Task Time and Visited

Nodes. The model identified by the logistic regression is 88.8 % accurate, as it correctly

predicted 95 out of the 107 subjects’ preference, based on the model’s indicators.

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The doubly multivariate analysis of variance – repeated measures (Section 4.3)

identified several influences on the predictors of preference for the sample, these are listed

below;

• Lost

Subjects with a low level of experience with both computers and the WWW were

more lost in both structures (Sections 4.3.5.1 and 4.3.5.3). Women over 25 felt more lost in

both structures (Section 4.3.5.4).

• Comfort

Women over 25 felt less comfortable with either structure, while men over 25 felt

more comfortable with both structures (Section 4.3.5.5).

• Task Time

Subjects with less experience with the WWW take more time to complete the task in a

strict hierarchy than a heavily cross-linked hierarchy (Section 4.3.4.1). Subjects 25 and

younger completed the task in the heavily cross-linked hierarchy faster than their older

counterparts, whereas, subjects over 25 completed the task faster in the strict hierarchy than

the younger group (Section 4.3.4.2). Subjects with low levels of experience with computers

take longer to complete the task in both structures.

• Visited Nodes

Women over 25 visited more Web pages to complete the task in both structures,

whereas, men over 25 visited fewer Web pages in both structures to complete the task

(Section 4.3.5.6).

There is no doubt that these influences affected the outcome of some of the subjects’

preferences. However, 69.2 % to 30.8 % (74 of 107) of subjects preferred the heavily cross-

linked structure (blue Web site).

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3. Which type of Web site -- strictly hierarchical or heavily crossed-linked -- increases

the user’s likelihood of experiencing the “Lost in Hyperspace” phenomenon?

The answer to this question appears to be both. The sample found some subjects

becoming lost and uncomfortable with the structure of both the Web sites. Overall the strict

hierarchy seems to cause a greater perception of lost in this sample, particularly when coupled

with subjects inexperienced with computers and the WWW (Sections 4.3.5.1, 4.3.5.3 and

4.3.5.4). However, those subjects who preferred the red Web site, reported the highest levels

of the perception of being lost, visited more nodes and took far longer to complete the task set

in the blue Web site than the average for both sites.

Further evidence that both Web sites caused some subjects to feel lost and

uncomfortable is demonstrated by the results of the lostness – efficiency indicators in section

4.6. The indicators clearly showed that some subjects became lost and inefficient in both Web

sites.

4. Is the previous research in HyperText metrics still valid, when applied to Web sites

accessed by modern browsers?

The structures of both Web sites (red and blue) were subjected to the metrics

developed for HyperText by Botafogo, Rivlin and Shneiderman (1992; 1994) to identify the

hierarchical structures contained within each site (Section 3.2.3). The metrics clearly

identified the different hierarchical structures (Thuring et al., 1991; Woodhead, 1990; Section

2.3.3) within each Web site. However, when the values of the metrics for the red Web site

were compared with the results of the experiment an anomaly was discovered (Section 4.5).

Botafogo et al.’s (1992) metrics were developed before the introduction of modern

WWW browsers. As a result of this the metrics do not take into account the facilities offered

by modern browsers, particularly the Back facility.

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SUMMARY AND CONCLUSIONS __________________________________________________________________________________________

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The metrics Relative Out Centrality and Compactness were specifically designed

for comparisons between Hypertext structures (Botafogo, Rivlin & Shneiderman, 1992;

1994).

When applied to strictly hierarchical Web sites accessed with modern browsers the

comparisons appear to be flawed. Specifically, the design of the converted distance matrix of

a strict hierarchy seems to be the cause of the anomaly. A modification to the distance matrix

(CDMh) was detailed and calculated in section 4.5.1 and 4.5.2. This modification treats all

links within a strict hierarchy as bi-followable (two-way) links. This modification recognizes

the Back facility of modern browsers and provides for a more accurate description of the

characteristics of a strictly hierarchical Web site.

The metrics developed by Smith (1996) to measure lostness and efficiency in

HyperText could not be tested within the scope of this thesis, as the subject’s path through the

Web site could not be accurately tracked. However, Smith’s indicators of lostness and

efficiency were examined. These indicators were examined in section 4.6 and proved to be an

accurate indication of the subject’s lostness and efficiency within a Web site.

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SUMMARY AND CONCLUSIONS __________________________________________________________________________________________

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5.4 Conclusions About the Research Problem

In this study it was found that the structure of a Web site does affect the user

perception of navigability on the site. It was assumed (Section 1.6) that a user’s perception of

navigability is a function of perceptions lost, comfort and preference.

In section 4.4 a logistic regression was undertaken to identify what component(s) of

the data set predict user preference. The result of this analyses was lost, comfort, nodes

visited and task time were identified as the predictors of preference. Whereas, it can be argued

that there is interaction between these four predictors, the fact that the model could not

remove the perception based data, lost and comfort is a clear indication that user perception of

the structure is a factor in preference.

Users that experience a low level of lost, high level of comfort and prefer a particular

structure are considered to perceive that structure as more navigable. The inverse of this

condition, users who experience high level of lost, low level of comfort and do not prefer a

particular structure are considered to have experienced the “lost in hyperspace” phenomenon

within this structure.

Conclusions that can be drawn from this work:

• The majority of users perceive a structure that allows multiple access (heavily cross-

linked structure) to the content to be more navigable than a strict hierarchy.

• Both types of Web sites tested -- strict hierarchy and heavily cross-linked structure -- can cause a user to experience the “lost in hyperspace” phenomenon.

• Inexperienced users of the WWW take longer to complete the task in a strict hierarchy than a heavily cross-linked structure.

• Users with low levels of experience with computers and the WWW feel more lost in both structures tested.

• Of the facilities offered by modern browsers, users most frequently use the Back facility for navigation within a Web site. Users utilize this facility even if there are dedicated Hyperlinks provided to perform this function.

• The Favorites (Bookmarks) facility of modern browsers is not utilized by users as a navigation aid within a Web site.

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SUMMARY AND CONCLUSIONS __________________________________________________________________________________________

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In exploring the structure of Web sites and HyperText, the metrics used to measure

these structures were brought into focus. The metrics developed by Botafogo, Rivlin and

Scheiderman (1992; 1994) were examined in detail. The evidence provided by the experiment

suggested an anomaly existed in the design of the Converted Distance Matrix (CDM) of a

strictly hierarchical Web site accessed by modern browsers. This anomaly is due to the fact

that the design of the CDM does not recognize the Back facility of the browser. A

modification (CDMh) which recognizes the Back facility by treating all Hyperlinks on a

strictly hierarchical Web site as bi-followable, was proposed to provide a more accurate

measure of the structure of a strictly hierarchical Web site. (Section 4.5).

5.5 Limitations

The experiment detailed in this thesis was structured to test the users’ perceptions

of navigability on two different Web site structures. No attempt has been made to use any of

the leading edge Web technologies, such as Java, Shockwave, Active X controls, database

connectivity or audio-visual media (Streaming video, real audio, etc), as the inclusion of any

of the previously mentioned technologies may alter the users’ perceptions of the Web site

structures.

Many types of Web site navigational aids are in use on the WWW (site maps,

navigation bars, etc.). However, the researcher’s intent was to test the users’ perceptions of

the structure of the Web site, rather than the various navigational aids available. Therefore, no

additional navigational aids were provided to the subjects.

The subjects were assumed to reflect the population of WWW users. The sample

contained a large number of 18 – 25 year old males (59 of the 107) and contained a low

number of female respondents (33 of the 107). Due to the small sample sizes in some of the

age/gender categories, the sample was transformed to have only two age categories 18-25 and

over 25.

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The experiment was restricted to the campus of Southern Cross University as the

server and workstations, required to conduct the experiment were located on campus grounds.

The off campus delay in response time from the server would have distorted the measure of

time to complete the task for each Web site.

Smith’s (1996) metrics to determine the level of lostness in users could not be tested

due to the fact that each user’s exact traversal path could not be recorded. It would have been

desirable to test the effectiveness of Smith’s metrics.

Two types of structure were tested, a strict hierarchy and a heavily cross-linked

hierarchy (using compromised, overlapping and sequential structures). These structures were

chosen to be at the extremes of Botafogo et al.’s (1992) metrics. It is possible a structure

somewhere between the two would have been preferable to a larger majority of subjects.

5.6 Implications of Research for Web Site Design

When a Web site is being developed the design of the site should take into account the

users it is being designed for.

If the Web site has a specific target market the following should be considered:

• Inexperienced users of both computers and the WWW felt more lost in both structures

tested -- strict hierarchy and heavily cross-linked hierarchy (Sections 4.3.5.1 and 4.3.5.3).

In the strict hierarchy, inexperienced WWW users took longer to complete the task set

(Section 4.3.4.1).

• In both structures tested, women over 25 were found to feel more lost and uncomfortable,

and visited more pages within a site to complete the task set (Sections 4.3.5.4, 4.3.5.5 and

4.3.5.6).

The optimal type of Web site design for these groups of users would perhaps be a

carefully designed cross-linked structure, incorporating a sequential path through the site,

designed to assist users in exploration and comprehension of the site structure.

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SUMMARY AND CONCLUSIONS __________________________________________________________________________________________

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General Web site design considerations:

• The majority of users perceive a structure, which allows multiple access to information to

be more navigable than a strict hierarchy. This was demonstrated by the fact that 69.2% of

subjects in the experiment preferred the heavily cross-linked structure.

• In the experiment, users completed the task (located information) faster in the structure

that they preferred (Diagram 4.20, section 4.7). It must be noted that overall the lowest

mean time of task completion (on subject’s preferred site) was on the heavily cross-linked

(blue) Web site.

• Of the facilities offered by modern browsers, the Back facility is most often used. In the

experiment, most users utilized this facility, even when structure of the site did not require

it. Also noteworthy, is the fact that all 107 subjects completed the task on the red Web

site. The design of the red Web site required a minimum of four traversals using the Back

button to complete the task.

The optimal design of a Web site should take into account these general design

considerations. Most users prefer a heavily cross-linked site, and yet have a complete

understanding of how to navigate a site with out the benefit

of the cross-linking. Heavily cross-linking a

site is time consuming for the developer, as

each link requires careful planning and testing.

A strict hierarchy is much simpler to design,

and as demonstrated users can navigate within

this type of site. Perhaps the optimal Web site

design is a combination of the three types of

hierarchical design; strict, compromised and

overlapping (Section 2.3.3.1). This would

balance the cross-linking (preferred by users)

and the number of Hyperlinks the developer

would have to include.

Strictly Hierarchical Links

Compromised or Overlapping Hierarchical Links

Diagram 5.1 Combined Hierarchy

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SUMMARY AND CONCLUSIONS __________________________________________________________________________________________

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5.7 Further Research

There is much scope for further research on the subject matter covered within this

thesis. Such work should be undertaken on;

• Additional subjects being added to the sample (provided in Appendix J). Effects were

found in the multivariate analysis (Sections 4.3.4.1, 4.3.4.2, 4.3.5.4, 4.3.5.5 and 4.3.5.6)

that dealt with age or gender by age. The five age categories in this sample were

transformed, due to small cell sizes (Section 4.2.2), into two age categories (18-25 & over

25). Additional subjects added to the sample would allow a more comprehensive

examination of these age-related effects.

• Users’ perceptions to different levels of cross-linking within Web site structure. As

suggested in section 5.5 a structure between the extremes tested in this thesis may be

preferred by a larger majority of subjects.

• Smith’s (1996) metrics should be tested experimentally for accuracy in reference to the

WWW. As stated in section 4.6 the indicators proposed by Smith accurately identify users

that are lost and inefficient. However, the other metrics proposed by Smith could not be

tested in the scope of this thesis.

• Modifications to the metrics developed by Botafogo, Rivlin and Shneiderman (1992;

1994) are required, to recognize the facilities provided by modern WWW browsers. A

modification for use with strict hierarchies was suggested in section 4.5, further

modifications for other structures are required.

In an effort to assist further researchers, the data set collected from the experiment

detailed in Chapter 3 is included in Appendix J.

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SUMMARY AND CONCLUSIONS __________________________________________________________________________________________

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5.8 Conclusion

This thesis has demonstrated that the structure of a Web site does affect the user

perception of navigability.

Other interesting facts that were revealed in this thesis were;

Whereas, inexperienced WWW users took longer to complete the task in the red (strict

hierarchy) Web site than experienced users the blue Web site (heavily cross-linked structure)

demonstrated no significant difference in task time for either inexperienced or experienced

WWW users (Section 4.3.4.1).

Women over 25 felt less comfortable with either structure and visited more nodes

(pages) in both Web sites to complete the tasks while men over 25 felt more comfortable and

visited less pages with both structures to complete the task (Section 4.3.5.5).

The Back facility of a browser is used most frequently of all facilities of the browser

within a Web site, in fact, it appears to be utilized even when there is no requirement for this

facility to be used.

The History list facility is utilized infrequently by users for traversing within Web

sites. The Favorites (Bookmarks) facility is not utilized by users as a navigation aid within a

Web site.

Understanding a user’s perception of the structure of Web sites should allow Web site

developers to construct sites that are easier to understand and navigate. This would result in

an increase in speed of access to desired information on the site. The results of this thesis

show that a user who preferred a structure completed the task in that structure faster than in

the structure they did not prefer (Diagram 4.20, section 4.7). However, it must be noted that

overall the lowest mean time of task completion (on subject preferred site) was on the heavily

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BIBLIOGRAPHY __________________________________________________________________________________________

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BIBLIOGRAPHY

1. Abrams, D., 1997, “Human Factors of Personal Web Information Spaces”, Masters of Science Thesis, Graduate Department of Computer Science, University of Toronto, URL http://www.dgp.toronto.edu/~abrams/ revised 1997

2. Berghel, H., 1996, “The Client’s Side of the World-Wide Web”, Communications of the

ACM, USA, Vol. 39, No. 1, pp.30-40 3. Berners-Lee, T., 1992,93,94,95, “Style Guide for online hypertext”, URL

http://www.w3.org/Provider/Style/ revised 1997 4. Berners-Lee, T. & Calliau, R., 1990, “WorldWideWeb: Proposal for a HyperText

Project”, CERN, Geneva, Switzerland, 12th November 1990 5. Berners-Lee, T., Calliau, R., Luotonen, A., Nielsen, H.F., & Secret, A., 1994, “The World

Wide Web”, Communications of the ACM, USA, Vol 37, No. 8, pp. 76-82

6. Blythe, G., Montulli, L., Grobe, M. & Ware, S., 1996, “Lynx Users Guide Version 2.3”, URL http://www.cc.ukans.edu/lynx_help/Lynx_users_guide.html revised 1996

7. Botafogo, R. A., Rivlin, E., & Shneiderman, B., 1992, “Structural Analysis of

Hypertexts: Identifying Hierarchies and Useful Metrics”, ACM Transactions on Information Systems, USA, Vol. 10, No. 2, pp. 142-180

8. Bowman, C., Danzig, P., Mander, U., & Schwartz, F., 1994, “Scalable Internet Resource

Discovery: Research Problems and Approaches”, Communications of the ACM, August 1994, Vol.37, No.8, PP98-114

9. Brown, H., ed.,1991, “Hypermedia/Hypertext and Object-oriented Databases”, Chapman

& Hall, Great Britain 10. Bush, V., 1945, "As We May Think", The Atlantic Monthly, July 1945 11. Calliau, R., 1995, “Short History of HyperText”, URL

http://www.w3.org/pub/History.html, revised 1995 12. Calliau, R., 1995, “WWW Time Line”, URL

http://www.w3.org/pub/WWW/History.html, revised 3rd October 1995 13. Deemer, C., 1994, “What is HyperText?”, |T|E|L|E|C|I|N|E|, Summer 1995, Vol.3 14. Erickson, T., 1996, “The World-Wide Web as Social Hypertext”, Communications of the

ACM, Viewpoint, USA, Vol.39, No.1, pp. 15-17 15. Free, R. M., 1995, “MUD Frequently Asked Questions” URL

http://afarensis.graphcomp.com/mutt/mud.html revised 1995

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BIBLIOGRAPHY __________________________________________________________________________________________

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16. Gray, M., 1996, “Web Growth Summary”, URL http://www.mit.edu/people/mkgray/net/web-growth-summary.html, revised 1996

17. GVU (Graphics Visualization & Usability Center), “GVU's 6th WWW User Survey”,

URL http://www.cc.gatech.edu/gvu/user_surveys/survey-10-1996/#highsum, GVU Center, Georgia Institute of Technology, Atlanta, revised December 1996

18. Leiner, B.M, Cerf, V.G., Clark, D.D., Khan, R.E., Kleinrock, L., Lynch, D.C., Postel J.,

Roberts, L.G. & Wolff, S. 1997, “A Brief History of the Internet”, URL http://www.isoc.org/internet-history.html , revised 20th February 1997

19. Lynch, P.L., & Horton, S.,1997, “Yale C/AIM Web Style Guide”, URL

http://info.med.yale.edu/caim/manual/contents.html revised 13th November 1997 20. Martin, J., 1990, “HYPERDOCUMENTS & How to Create Them”, Prentice Hall,

Englewood Cliffs, New Jersey, USA

21. NCSA (National Center for Supercomputing Applications), 1997, “NCSA Mosaic”, URL http://www.ncsa.uiuc.edu/SDG/Software/Mosaic/, University of Illinois, revised January 1997

22. NCC (Netscape Communications Corporation), 1997, “Netscape Executive Team and

Mission”, URL http://home.netscape.com/comprod/exec_team.html revised April 1997 23. Nelson, T., 1992, “Literary Machines 93.1”, Mindful Press, Sausalito, California, USA 24. Norusis, M., 1997, “SPSS Professional Statistics 7.5”, SPSS Inc., SPSS Inc. USA 25. Proceedings 95, “AUUG’95 & Asia-Pacific World Wide Web’95 Conference &

Exhibition”, URL http://www.csu.edu.au/special/conference/apwww95, revised 1995

26. Phelps, K., 1994, “Xanadu: The Information Future”, URL http://xanadu.com.au/xanadu/future.html, Xanadu Australia, revised 1994

27. Rada, R., 1991, “HYPERTEXT from TEXT to EXPERTEXT”, McGraw-Hill

International, Cambridge, United Kingdom 28. Ragett, D., 1997, “HTML 3.2 Reference Specification”, URL

http://www.w3.org/pub/www/TR/REC-html32.html revised 14th January 1997 29. Rivilin, E., Botafogo, R. & Shneiderman, B., 1994, “Navigating in Hyperspace:

Designing a Structure-Based Toolbox”, Communications of the ACM, USA, Vol. 37, No. 2, pp. 87-96

30. Rose, H., 1996, “IRC Frequently Asked Questions”, URL

http://www.irchelp.org/irchelp/altircfaq.html, revised 13th December 1996 31. Shneiderman, B., 1992, “Designing the User Interface Strategies for Effective Human-

Computer Interaction”, 2nd Edition, Addison-Wesley Publishing Co., USA

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32. Shneiderman, B. & Kearsley, G., 1989, “Hypertext Hands-On!: An Introduction to a New Way of Organizing and Accessing Information”, Addison-Westley Publishing Co. Inc. USA

33. Smith, P., 1996, “Towards a practical measure of hypertext usability”, Interacting with

Computers: the Interdisciplinary Journal of Human-Computer Interaction, British Computer Society, Vol. 8, No. 4, December 1996

34. SPSS Inc., 1997, “SPSS Advanced Statistics 7.5”, SPSS Inc., USA 35. Sun Microsystems Inc, 1995, “Guide to Web Style” URL

http://www.sun.com/styleguide/tables/Welcome.html revised 2nd August 1996 36. Taylor, D., 1995, “Creating Cool Web Pages with HTML”, 2nd Edition, IDG Books

Worldwide Inc. 37. Thuring, M., Haake, J. M. & Hannemann, J., 1991 “What's Eliza Doing in the Chinese

room? Incoherent Hyperdocuments and How to Avoid Them”, Proceedings of Hypertext '91, ACM Press, 1991.

38. WebTrends, 1997, “WebTrends Statistics: Web Browsers”, URL

http://www.webtrends.com/PRODUCTS/WEBTREND/REPORTS/industry/browser/feb97 /report.html, revised 8th July 1997

39. Woodhead, N., 1990, “Hypertext & Hypermedia Theory and Applications”, Addison-

Wesley Publishing Co., Great Britain 40. Zakon, R. (ed.), 1996, “Hobbes Internet Timeline”, URL

http://info.isoc.org/guest/zakon/Internet/History/HIT.html, revised 15th August 1996

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APPENDIX A ______________________________________________________________________________________

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A Brief History of the Internet

“The Internet has revolutionized the computer and communications world like

nothing before. The invention of the telegraph, telephone, radio, and computer set the stage for

this unprecedented integration of capabilities. The Internet is at once a world-wide broadcasting

capability, a mechanism for information dissemination, and a medium for collaboration and

interaction between individuals and their computers without regard for geographic location.”

(Leiner et al. 1997)

The first recorded description of the social interactions through computer networking was

a series of memos about a “Galactic Network” by J.C.R. Licklider of MIT (Massachusetts

Institute of Technology) in August 1962. Licklider’s concept of a global interconnected network

though which everyone could access data and programs was very much like the Internet of today.

Leonard Kleinrock at MIT published the first paper on packet switching theory in July

1961. Kleinrock’s theory of computer communication using packets was a major step along the

path towards computer networking.

The National Physical Laboratory (NPL) in Middlesex, England set up the first test

packet-switching network in 1968. Shortly afterward, the Pentagon's Advanced Research Projects

Agency (ARPA) decided to fund a larger, more ambitious project in the USA.

In September 1969, the first node was installed in University of California, Los Angeles

(UCLA). By December that year, there were four nodes on the network, which was named

“ARPANET”, after its Pentagon sponsor (from ARPA and Network). The four nodes could

transfer data on dedicated high-speed transmission lines.

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In 1971 there were twenty-three hosts in ARPANET. Throughout the 70s, ARPA's

network continued to grow. ARPANET’s original standard for communication was known as

NCP (Network Control Protocol, NCP was superseded by the group of standards (protocols)

known as TCP/IP. TCP (Transmission Control Protocol) converts messages into streams of

packets at the source, then reassembles them into messages at the destination. IP (Internet

Protocol) handles the addressing, ensuring that packets are routed across multiple nodes and

networks.

In 1983, when TCP/IP superseded NCP the military segment of ARPA became MILNET.

However, TCP/IP still linked the networks. It was fairly easy to link other computers to the

growing network-of-networks. Since the TCP/IP software was public domain, and the basic

technology was decentralized by its very nature, it was difficult to stop people from joining the

network-of-networks. Actually, nobody wanted to stop them from joining this branching complex

of networks, which came to be known as the "Internet."

In 1986 the National Science Foundation (NSF) through its Office of Advanced Scientific

Computing, joined the evolving Internet. Using TCP/IP the new NSFNET (from NSF and

Network) set the pace for technical advancement, by linking newer, faster supercomputers,

through upgraded and expanded links. Other US government agencies joined the growing

Internet: NASA, the National Institute of Health and the Department of Energy.

“Such was the weight of the NSFNET program's ecumenism and funding ($200 million

from 1986 to 1995) - and the quality of the protocols themselves - that by

1990 when the ARPANET itself was finally decommissioned, TCP/IP had supplanted or

marginalized most other wide-area computer network protocols worldwide, and IP was well on

its way to becoming THE bearer service for the Global Information Infrastructure.” (Leiner et

al. 1997)

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APPENDIX A ______________________________________________________________________________________

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From 1986 the Internet, with NSFNET as its backbone and TCP/IP as its protocol,

continued to grow and develop across the globe. The following table shows the connection of

countries to the NSFNET (Internet backbone).

Countries connecting to NSFNET (Internet - Backbone) (Zakon 1996)

1988 Canada, Denmark, Finland, France, Iceland, Norway, Sweden.

1989 Australia, Germany, Israel, Italy, Japan, Mexico, Netherlands, New Zealand, Puerto Rico,

United Kingdom.

1990 Argentina, Austria, Belgium, Brazil, Chile, Greece, India, Ireland, South Korea, Spain,

Switzerland.

1991 Croatia, Czech Republic, Hong Kong, Hungary, Poland, Portugal, Singapore, South Africa,

Taiwan, Tunisia.

1992 Cameroon, Cyprus, Ecuador, Estonia, Kuwait, Latvia, Luxembourg, Malaysia, Slovakia,

Slovenia, Thailand, Venezuela.

1993 Bulgaria, Costa Rica, Egypt, Fiji, Ghana, Guam, Indonesia, Kazakhstan, Kenya,

Liechtenstein, Peru, Romania, Russian Federation, Turkey, Ukraine, Union of Arab

Emirates, Virgin Islands.

1994 Algeria, Armenia, Bermuda, Burkina Faso, China, Colombia, French Polynesia, Jamaica,

Lebanon, Lithuania, Macao, Morocco, New Caledonia, Nicaragua, Niger, Panama,

Philippines, Senegal, Sri Lanka, Swaziland, Uruguay, Uzbekistan

1995 NSFNET reverts back to a research network. Main US backbone traffic now routed

through interconnected network providers.

1996 Country domains registered: Qatar (QA), Vientiane (LA), Djibouti (DJ), Niger (NE),

Central African Republic (CF), Mauritania (MF), Oman (OM), Norfolk Island (NF),

Tuvalu (TV), French Polynesia (PF), Syria (SY), Aruba (AW), Cambodia (KH)

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APPENDIX A ______________________________________________________________________________________

Page 129

The following table shows the growth of hosts (computers) on the Internet 1969 - July

1996. Network and Domain figures are only available from July 1989.

Internet growth 1969 - 07/1996 (Zakon 1996)

Date Hosts Date Hosts Networks Domains

1969 4 07/89 130,000 650 3,900

04/71 23 10/89 159,000 837 N/A

06/74 62 10/90 313,000 2,063 9,300

03/77 111 01/91 376,000 2,338 N/A

08/81 213 07/91 535,000 3,086 16,000

05/82 235 10/91 617,000 3,556 18,000

08/83 562 01/92 727,000 4,526 N/A

10/84 1,024 04/92 890,000 5,291 20,000

10/85 1,961 07/92 992,000 6,569 16,300

02/86 2,308 10/92 1,136,000 7,505 18,100

11/86 5,089 01/93 1,313,000 8,258 21,000

12/87 28,174 04/93 1,486,000 9,722 22,000

07/88 33,000 07/93 1,776,000 13,767 26,000

10/88 56,000 10/93 2,056,000 16,533 28,000

01/89 80,000 01/94 2,217,000 20,539 30,000

07/94 3,212,000 25,210 46,000

10/94 3,864,000 37,022 56,000

01/95 4,852,000 39,410 71,000

07/95 6,642,000 61,538 120,000

01/96 9,472,000 93,671 240,000

07/96 12,881,000 134,365 488,000

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APPENDIX A ______________________________________________________________________________________

Page 130

Uses of the Internet As demonstrated the Internet has grown phenomenally during the last 30 years.

The services that the Internet has provided have matured over this time period. These services

include the following:

E-mail : (Electronic mail) In 1971, Ray Tomlinson invented an e-mail program to send

messages across a distributed network. In 1989 the first relays between a commercial electronic

mail carrier and the Internet occurred between MCI Mail through the Corporation for the

National Research Initiative (CNRI), and CompuServe through Ohio State University. Today,

using Multipurpose Internet Mail Extension (MIME) standard, users can send messages,

graphics, presentations, sounds and complete programs to most countries in the world. The

following map graphically demonstrates this.

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APPENDIX A ______________________________________________________________________________________

Page 131

Telnet: Telnet Protocol Specification (Request For Comment (RFC) 854) is the virtual

terminal protocol of the TCP/IP protocol suite. Allows the connection of a remote user to the

host. The remote user is connected in such a manner that the host treats the remote user as a local

terminal. This was the original reason that ARPANET was created.

FTP: (File Transfer Protocol) As early as 1973, File Transfer specification (RFC 454)

was in use. The current FTP standard (RFC 959) has been in use since 1985. FTP allows the

transfer of both text and binary files from host to host across the Internet. Until Surpassed by the

World Wide Web, in 1995, FTP was the most popular application on the Internet. (Berghel 1996)

MUD’s & MOO’s: MUD is an acronym for either Multi-User Dungeon or Multi-User

Dimension. First MUD appeared in 1979 called MUD1, it was created by Richard Bartle and Roy

Trubshaw at the University of Essex. MUD’s are the first games ever to be played across the

Internet. MOO stands for MUD, Object-Oriented and are typically social text-based virtual

realities. Participants of a MUD or MOO use the Telnet virtual terminal protocol to access the

host.(Free, 1995)

USENET: (a.k.a. discussion groups, newsgroups) USENET was established in 1979

using UNIX-to-UNIX Copy Protocol. (UUCP) In 1986 Network News Transfer Protocol (NNTP)

was designed to enhance USENET news performance over TCP/IP. There are over 2,500

newsgroups available on Internet. Newsgroups are open discussion forums for a wide variety of

subjects. The user sends messages to the newsgroup host for posting to a newsgroup.

WAIS: (Wide Area Information Servers) WAIS was invented by Brewster Kahle and

released by Thinking Machines. WAIS databases are referred to as sources. The databases may

be organized in different ways, using various database systems, but the user is not required to

learn the query languages of the different databases. The WAIS client uses natural language

queries to find relevant documents and the result of a query is a set of documents, which contain

the words of the query.

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APPENDIX A ______________________________________________________________________________________

Page 132

IRC : (Internet Relay Chat) IRC was originally written by Jarkko Oikarinen in 1988. IRC

is a multi-user chat system, where people convene on "channels" (a virtual place, usually with a

topic of conversation) to talk in groups, or privately. IRC has gained attention for its real time

communications capability as shown by the following quote.

“IRC gained international fame during the 1991 Persian Gulf War, where updates from

around the world came across the wire, and most IRC users who were online at the time gathered

on a single channel to hear these reports. IRC had similar uses during the coup against Boris

Yeltsin in September 1993, where IRC users from Moscow were giving live reports about the

unstable situation there.”

(Rose 1996)

Gopher: Released by Paul Lindner and Mark P. McCahill from the University of

Minnesota in 1991. Gopher gives access to FTP sites, normal documents, binary files, WAIS

(Wide Area Information Server) databases, Telnet sessions and is a way to give a simple,

consistent interface to a variety of services and information. In effect, it "goes for" things on the

Internet.

World Wide Web: (a.k.a. WWW, W3 and the Web)

“Without question the hottest part of cyberspace at this time is the World-Wide

Web. The Web is the Internet’s “killer protocol” mix: the client-server handshaking and

communications protocol, HyperText Transfer Protocol (HTTP), together with a protocol for

document formatting, HyperText Markup Language (HTML). The versatility of the resulting tools

have made the Web the focus of today’s cybernauts.”

(Berghel 1996 p.33)

The W3 is the most popular application in use on the Internet today. The growth of the

Internet has been by any measure astounding, the growth of the W3 has been extraordinary.

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APPENDIX B

Web Site Maps ______________________________________________________________________________________________________

Page 133

Red Site - Strict Hierarchy Level 1 Level 2 Level 3 Level 4 Level 5 Notes: 73 Nodes 72 Links Hierarchical link

44 40 41 42 43

1 2

3

4

12

11

10

9

8

7

6

5

25 29

16

24

18

15

14

13

26 28

2221 20 1917

27 23

37 38 39

53

33 34 35 36

52

323130

49 50 5145 46 47 48

58 59 6054 55 56 57

65 66 6761 62 63 64

73

68

70 71 7269

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APPENDIX B

Web Site Maps ______________________________________________________________________________________________________

Page 134

Blue Site – Heavily Cross-linked Web Site Level 1, 2 and 3 cross connections Level 1 Level 2 Level 3 Level 4 Notes: All nodes are connected to the level above and to Root (Home) node.

The nodes on levels 2, 3 and 4 are completely cross connected. Level 4 cross connection not shown.

Hierarchical link Cross link

1 2

3

4

12

11

10

9

8

7

6

5

15

14

13

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APPENDIX B

Web Site Maps ______________________________________________________________________________________________________

Page 135

Blue Site – Heavily Cross-linked Web Site Sample of level 4 and 5 cross connections Level 4 Level 5

40

4

12

11

10

9

8

7

6

5

16

15

14

13

69

37 38 3933 34 35 36

61

54

45

23

Notes: All nodes are connected to the level above and the Root (Home) node. Level 5 nodes contain 11 links each.Level 4 nodes contain 9 links each. Total nodes 73 Total links 736

Hierarchical link Cross link Sequencing link

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APPENDIX B

Nodes and Hyperlinks of RED and BLUE Web sites (target nodes shown)_____________________________

Page 136

Node Title of Filename Hierarchical links Cross links and Number Node of Node (RED and BLUE) Sequential links (BLUE only)

1 COMIC SITE index.html Nodes 2 and 3 None 2 Marvel Comics marvel.htm Nodes 4 and 5 Nodes 1 and 3 3 DC Comics dc.htm Nodes 6 and 7 Nodes 1 and 2 4 Marvel Heroes and Heroines mmf.htm Nodes 8 and 9 Nodes 1, 2, 5, 6 and 7 5 Marvel Villains and Villainesses mvmf.htm Nodes 10 and 11 Nodes 1, 2, 4, 6 and 7 6 DC Heroes and Heroines dmf.htm Nodes 12 and 13 Nodes 1, 3, 4, 5 and 7 7 DC Villains and Villainesses dvmf.htm Nodes 14 and 15 Nodes 1, 3, 4, 5 and 6 8 Marvel Heroes mmale.htm Nodes 16 to 22 Nodes 1, 4, 9, 10, 11, 12, 13, 14 and 15 9 Marvel Heroines mfem.htm Nodes 23 to 32 Nodes 1, 4, 8, 10, 11, 12, 13, 14 and 15 10 Marvel Villains mvmale.htm Nodes 33 to 39 Nodes 1, 4, 8, 9, 11, 12, 13, 14 and 15 11 Marvel Villainesses mvfem.htm Nodes 40 to 44 Nodes 1, 4, 8, 9, 10, 12, 13, 14 and 15 12 DC Heroes dmale.htm Nodes 45 to 53 Nodes 1, 4, 8, 9, 10, 11, 13, 14 and 15 13 DC Heroines dfem.htm Nodes 54 to 60 Nodes 1, 4, 8, 9, 10, 11, 12, 14 and 15 14 DC Villains dvmale.htm Nodes 61 to 67 Nodes 1, 4, 8, 9, 10, 11, 12, 13 and 15 15 DC Villainesses dvfem.htm Nodes 68 to 72 Nodes 1, 4, 8, 9, 10, 11, 12, 13 and 14 16 Archangel archange.htm None Nodes 1, 8, 17, 16, 23, 33, 40, 45, 54, 61 and 69 17 Beast beast.htm None Nodes 1, 8, 18, 16, 23, 33, 40, 45, 54, 61 and 69 18 Spiderman spiderma.htm None Nodes 1, 8, 19, 16, 23, 33, 40, 45, 54, 61 and 69 19 Captain America captain.htm None Nodes 1, 8, 20, 16, 23, 33, 40, 45, 54, 61 and 69 20 Dare Devil daredevi.htm None Nodes 1, 8, 21, 16, 23, 33, 40, 45, 54, 61 and 69 21 Shaman shaman.htm None Nodes 1, 8, 22, 16, 23, 33, 40, 45, 54, 61 and 69 22 Wolverine wolverin.htm None Nodes 1, 8, 16, 16, 23, 33, 40, 45, 54, 61 and 69 23 Black Widow black.htm None Nodes 1, 9, 24, 16, 23, 33, 40, 45, 54, 61 and 69 24 She Hulk shehulk.htm None Nodes 1, 9, 25, 16, 23, 33, 40, 45, 54, 61 and 69 25 Rogue rogue.htm None Nodes 1, 9, 26, 16, 23, 33, 40, 45, 54, 61 and 69

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APPENDIX B

Nodes and Hyperlinks of RED and BLUE Web sites (target nodes shown)_____________________________

Page 137

Node Title of Filename Hierarchical links Cross links and Number Node of Node (RED and BLUE) Sequential links (BLUE only)

26 Talisman talisman.htm None Nodes 1, 9, 27, 16, 23, 33, 40, 45, 54, 61 and 69 27 Guardian (target 1, red Web site) guardian.htm None Nodes 1, 9, 28, 16, 23, 33, 40, 45, 54, 61 and 69 28 Psylocke psylocke.htm None Nodes 1, 9, 29, 16, 23, 33, 40, 45, 54, 61 and 69 29 Captain Marvel captain1.htm None Nodes 1, 9, 30, 16, 23, 33, 40, 45, 54, 61 and 69 30 Invisible Woman invisibl.htm None Nodes 1, 9, 31, 16, 23, 33, 40, 45, 54, 61 and 69 31 Black Cat blackcat.htm None Nodes 1, 9, 32, 16, 23, 33, 40, 45, 54, 61 and 69 32 Storm storm.htm None Nodes 1, 9, 23, 16, 23, 33, 40, 45, 54, 61 and 69 33 Dr Doom doom.htm None Nodes 1, 10, 34, 16, 23, 33, 40, 45, 54, 61 and 69 34 Dr Octopus octopus.htm None Nodes 1, 10, 35, 16, 23, 33, 40, 45, 54, 61 and 69 35 Electro electro.htm None Nodes 1, 10, 36, 16, 23, 33, 40, 45, 54, 61 and 69 36 The Hulk hulk.htm None Nodes 1, 10, 37, 16, 23, 33, 40, 45, 54, 61 and 69 37 Sabertooth sabretoo.htm None Nodes 1, 10, 38, 16, 23, 33, 40, 45, 54, 61 and 69 38 Venom venom.htm None Nodes 1, 10, 39, 16, 23, 33, 40, 45, 54, 61 and 69 39 Galactus galactus.htm None Nodes 1, 10, 33, 16, 23, 33, 40, 45, 54, 61 and 69 40 The Dream Queen dream.htm None Nodes 1, 11, 41, 16, 23, 33, 40, 45, 54, 61 and 69 41 Enchantress enchant.htm None Nodes 1, 11, 42, 16, 23, 33, 40, 45, 54, 61 and 69 42 White Queen white.htm None Nodes 1, 11, 43, 16, 23, 33, 40, 45, 54, 61 and 69 43 Typhoid Mary typhoid.htm None Nodes 1, 11, 44, 16, 23, 33, 40, 45, 54, 61 and 69 44 Calypso (target 1, blue Web site) calypso.htm None Nodes 1, 11, 40, 16, 23, 33, 40, 45, 54, 61 and 69 45 Flash flash.htm None Nodes 1, 12, 46, 16, 23, 33, 40, 45, 54, 61 and 69 46 Batman batman.htm None Nodes 1, 12, 47, 16, 23, 33, 40, 45, 54, 61 and 69 47 Superman superman.htm None Nodes 1, 12, 48, 16, 23, 33, 40, 45, 54, 61 and 69 48 Robin robin.htm None Nodes 1, 12, 49, 16, 23, 33, 40, 45, 54, 61 and 69 49 Chameleon (target 2, red Web site) cham.htm None Nodes 1, 12, 50, 16, 23, 33, 40, 45, 54, 61 and 69 50 Green Lantern greenla.htm None Nodes 1, 12, 51, 16, 23, 33, 40, 45, 54, 61 and 69 51 Aquaman aqua.htm None Nodes 1, 12, 52, 16, 23, 33, 40, 45, 54, 61 and 69

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APPENDIX B

Nodes and Hyperlinks of RED and BLUE Web sites (target nodes shown)_____________________________

Page 138

Node Title of Filename Hierarchical links Cross links and Number Node of Node (RED and BLUE) Sequential links (BLUE only)

52 Superboy superboy.htm None Nodes 1, 12, 53, 16, 23, 33, 40, 45, 54, 61 and 69 53 Wildfire wildfire.htm None Nodes 1, 12, 45, 16, 23, 33, 40, 45, 54, 61 and 69 54 Supergirl supgirl.htm None Nodes 1, 13, 55, 16, 23, 33, 40, 45, 54, 61 and 69 55 Wonder Woman wonwom.htm None Nodes 1, 13, 56, 16, 23, 33, 40, 45, 54, 61 and 69 56 Wonder Girl wongirl.htm None Nodes 1, 13, 57, 16, 23, 33, 40, 45, 54, 61 and 69 57 Batgirl batgirl.htm None Nodes 1, 13, 58, 16, 23, 33, 40, 45, 54, 61 and 69 58 Huntress hunt.htm None Nodes 1, 13, 59, 16, 23, 33, 40, 45, 54, 61 and 69 59 Umbra umbra.htm None Nodes 1, 13, 60, 16, 23, 33, 40, 45, 54, 61 and 69 60 Saturn Girl satgirl.htm None Nodes 1, 13, 54, 16, 23, 33, 40, 45, 54, 61 and 69 61 Two Face twoface.htm None Nodes 1, 14, 62, 16, 23, 33, 40, 45, 54, 61 and 69 62 Joker joker.htm None Nodes 1, 14, 63, 16, 23, 33, 40, 45, 54, 61 and 69 63 Luthor luthor.htm None Nodes 1, 14, 64, 16, 23, 33, 40, 45, 54, 61 and 69 64 Professor Zoom zoom.htm None Nodes 1, 14, 65, 16, 23, 33, 40, 45, 54, 61 and 69 65 Killer Croc croc.htm None Nodes 1, 14, 66, 16, 23, 33, 40, 45, 54, 61 and 69 66 The Penguin penguin.htm None Nodes 1, 14, 67, 16, 23, 33, 40, 45, 54, 61 and 69 67 The Scarecrow scare.htm None Nodes 1, 14, 68, 16, 23, 33, 40, 45, 54, 61 and 69 68 Savitor savitor.htm None Nodes 1, 14, 61, 16, 23, 33, 40, 45, 54, 61 and 69 69 Cheetah cheetah.htm None Nodes 1, 15, 70, 16, 23, 33, 40, 45, 54, 61 and 69 70 Catwoman cat.htm htm None Nodes 1, 15, 71, 16, 23, 33, 40, 45, 54, 61 and 69 71 Circe circe.htm None Nodes 1, 15, 72, 16, 23, 33, 40, 45, 54, 61 and 69 72 Poison Ivy poison.htm None Nodes 1, 15, 73, 16, 23, 33, 40, 45, 54, 61 and 69 73 Clayface (target 2, blue Web site) clay.htm None Nodes 1, 15, 69, 16, 23, 33, 40, 45, 54, 61 and 69

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Red Site Distance Matrix APPENDIX C____________________________________________________________________________________________________

NODE 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52 53 54 55 56 57 58 59 60 61 62 63 64 65 66 67 68 69 70 71 72 73 COD ROC Status Prestige1 0 1 1 2 2 2 2 3 3 3 3 3 3 3 3 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 266 1371.85 266 2662 73 0 73 1 1 73 73 2 2 2 2 73 73 73 73 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 2798 130.42 97 963 73 73 0 73 73 1 1 73 73 73 73 2 2 2 2 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 2798 130.42 97 964 73 73 73 0 73 73 73 1 1 73 73 73 73 73 73 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 3905 93.45 36 335 73 73 73 73 0 73 73 73 73 1 1 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 2 2 2 2 2 2 2 2 2 2 2 2 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 4260 85.66 26 236 73 73 73 73 73 0 73 73 73 73 73 1 1 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 73 73 73 73 73 73 73 73 73 73 73 73 73 3976 91.78 34 317 73 73 73 73 73 73 0 73 73 73 73 73 73 1 1 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 2 2 2 2 2 2 2 2 2 2 2 2 2 4189 87.11 28 258 73 73 73 73 73 73 73 0 73 73 73 73 73 73 73 1 1 1 1 1 1 1 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 4752 76.79 7 19 73 73 73 73 73 73 73 73 0 73 73 73 73 73 73 73 73 73 73 73 73 73 1 1 1 1 1 1 1 1 1 1 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 4536 80.45 10 4

10 73 73 73 73 73 73 73 73 73 0 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 1 1 1 1 1 1 1 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 4752 76.79 7 111 73 73 73 73 73 73 73 73 73 73 0 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 1 1 1 1 1 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 4896 74.53 5 -112 73 73 73 73 73 73 73 73 73 73 73 0 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 1 1 1 1 1 1 1 1 1 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 4608 79.19 9 313 73 73 73 73 73 73 73 73 73 73 73 73 0 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 1 1 1 1 1 1 1 73 73 73 73 73 73 73 73 73 73 73 73 73 4752 76.79 7 414 73 73 73 73 73 73 73 73 73 73 73 73 73 0 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 1 1 1 1 1 1 1 1 73 73 73 73 73 4680 77.97 8 515 73 73 73 73 73 73 73 73 73 73 73 73 73 73 0 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 1 1 1 1 1 4896 74.53 5 -116 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 0 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 5256 69.43 0 -1017 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 0 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 5256 69.43 0 -1018 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 0 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 5256 69.43 0 -1019 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 0 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 5256 69.43 0 -1020 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 0 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 5256 69.43 0 -1021 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 0 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 5256 69.43 0 -1022 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 0 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 5256 69.43 0 -1023 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 0 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 5256 69.43 0 -1024 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 0 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 5256 69.43 0 -1025 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 0 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 5256 69.43 0 -1026 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 0 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 5256 69.43 0 -1027 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 0 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 5256 69.43 0 -1028 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 0 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 5256 69.43 0 -1029 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 0 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 5256 69.43 0 -1030 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 0 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 5256 69.43 0 -1031 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 0 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 5256 69.43 0 -1032 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 0 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 5256 69.43 0 -1033 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 0 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 5256 69.43 0 -1034 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 0 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 5256 69.43 0 -1035 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 0 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 5256 69.43 0 -1036 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 0 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 5256 69.43 0 -1037 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 0 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 5256 69.43 0 -1038 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 0 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 5256 69.43 0 -1039 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 0 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 5256 69.43 0 -1040 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 0 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 5256 69.43 0 -1041 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 0 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 5256 69.43 0 -1042 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 0 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 5256 69.43 0 -1043 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 0 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 5256 69.43 0 -1044 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 0 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 5256 69.43 0 -1045 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 0 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 5256 69.43 0 -1046 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 0 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 5256 69.43 0 -1047 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 0 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 5256 69.43 0 -1048 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 0 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 5256 69.43 0 -1049 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 0 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 5256 69.43 0 -1050 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 0 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 5256 69.43 0 -1051 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 0 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 5256 69.43 0 -1052 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 0 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 5256 69.43 0 -1053 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 0 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 5256 69.43 0 -1054 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 0 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 5256 69.43 0 -1055 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 0 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 5256 69.43 0 -1056 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 0 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 5256 69.43 0 -1057 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 0 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 5256 69.43 0 -1058 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 0 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 5256 69.43 0 -1059 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 0 73 73 73 73 73 73 73 73 73 73 73 73 73 73 5256 69.43 0 -1060 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 0 73 73 73 73 73 73 73 73 73 73 73 73 73 5256 69.43 0 -1061 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 0 73 73 73 73 73 73 73 73 73 73 73 73 5256 69.43 0 -1062 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 0 73 73 73 73 73 73 73 73 73 73 73 5256 69.43 0 -1063 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 0 73 73 73 73 73 73 73 73 73 73 5256 69.43 0 -1064 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 0 73 73 73 73 73 73 73 73 73 5256 69.43 0 -1065 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 0 73 73 73 73 73 73 73 73 5256 69.43 0 -1066 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 0 73 73 73 73 73 73 73 5256 69.43 0 -1067 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 0 73 73 73 73 73 73 5256 69.43 0 -1068 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 0 73 73 73 73 73 5256 69.43 0 -1069 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 0 73 73 73 73 5256 69.43 0 -1070 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 0 73 73 73 5256 69.43 0 -1071 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 0 73 73 5256 69.43 0 -1072 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 0 73 5256 69.43 0 -1073 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 0 5256 69.43 0 -10

Contrastatus 0 1 1 3 3 3 3 6 6 6 6 6 6 6 6 10 10 10 10 10 10 10 10 10 10 10 10 10 10 10 10 10 10 10 10 10 10 10 10 10 10 10 10 10 10 10 10 10 10 10 10 10 10 10 10 10 10 10 10 10 10 10 10 10 10 10 10 10 10 10 10 10 10 364912 1170

Converted Distance = 364912 Absolute Prestige = 1170

Page 139

Page 151: THE EFFECT OF WEB SITE STRUCTURE ONinfotech.scu.edu.au/wsmart/documents/Effects_of_Structure.pdf · To my friends, who offered suggestions, read drafts of chapters and dragged me

Blue Site Distance Matrix APPENDIX C____________________________________________________________________________________________________

NODE 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52 53 54 55 56 57 58 59 60 61 62 63 64 65 66 67 68 69 70 71 72 73 COD ROC Status Prestige1 0 1 1 2 2 2 2 3 3 3 3 3 3 3 3 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 266 46.94 266 1942 1 0 1 1 1 2 2 2 2 2 2 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 231 54.05 231 913 1 1 0 2 2 1 1 3 3 3 3 2 2 2 2 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 231 54.05 231 914 1 1 2 0 1 1 1 1 1 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 178 70.15 178 -15 1 1 2 1 0 1 1 2 2 1 1 2 2 2 2 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 2 2 2 2 2 2 2 2 2 2 2 2 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 183 68.23 183 -16 1 2 1 1 1 0 1 2 2 2 2 1 1 2 2 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 3 3 3 3 3 3 3 3 3 3 3 3 3 179 69.75 179 -17 1 2 1 1 1 1 0 2 2 2 2 2 2 1 1 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 2 2 2 2 2 2 2 2 2 2 2 2 2 182 68.60 182 -18 1 2 2 1 2 2 2 0 1 1 1 1 1 1 1 1 1 1 1 1 1 1 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 128 97.55 128 -39 1 2 2 1 2 2 2 1 0 1 1 1 1 1 1 2 2 2 2 2 2 2 1 1 1 1 1 1 1 1 1 1 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 125 99.89 125 -3

10 1 2 2 2 1 2 2 1 1 0 1 1 1 1 1 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 1 1 1 1 1 1 1 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 128 97.55 128 -311 1 2 2 2 1 2 2 1 1 1 0 1 1 1 1 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 1 1 1 1 1 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 130 96.05 130 -312 1 2 2 2 2 1 2 1 1 1 1 0 1 1 1 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 1 1 1 1 1 1 1 1 1 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 126 99.10 126 -313 1 2 2 2 2 1 2 1 1 1 1 1 0 1 1 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 1 1 1 1 1 1 1 2 2 2 2 2 2 2 2 2 2 2 2 2 128 97.55 128 -314 1 2 2 2 2 2 1 1 1 1 1 1 1 0 1 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 1 1 1 1 1 1 1 1 2 2 2 2 2 127 98.31 127 -315 1 2 2 2 2 2 1 1 1 1 1 1 1 1 0 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 1 1 1 1 1 130 96.05 130 -316 1 2 2 2 3 3 3 1 2 2 2 2 2 2 2 0 1 2 2 2 2 2 1 2 3 3 3 3 3 3 3 3 1 2 3 3 3 3 3 1 2 3 3 3 1 2 3 3 3 3 3 3 3 1 2 3 3 3 3 3 1 2 3 3 3 3 3 3 1 2 3 3 3 174 71.76 174 8017 1 2 2 2 3 3 3 1 2 2 2 2 2 2 2 1 0 1 2 2 2 2 1 2 3 3 3 3 3 3 3 3 1 2 3 3 3 3 3 1 2 3 3 3 1 2 3 3 3 3 3 3 3 1 2 3 3 3 3 3 1 2 3 3 3 3 3 3 1 2 3 3 3 173 72.17 173 2318 1 2 2 2 3 3 3 1 2 2 2 2 2 2 2 1 2 0 1 2 2 2 1 2 3 3 3 3 3 3 3 3 1 2 3 3 3 3 3 1 2 3 3 3 1 2 3 3 3 3 3 3 3 1 2 3 3 3 3 3 1 2 3 3 3 3 3 3 1 2 3 3 3 173 72.17 173 -2819 1 2 2 2 3 3 3 1 2 2 2 2 2 2 2 1 2 2 0 1 2 2 1 2 3 3 3 3 3 3 3 3 1 2 3 3 3 3 3 1 2 3 3 3 1 2 3 3 3 3 3 3 3 1 2 3 3 3 3 3 1 2 3 3 3 3 3 3 1 2 3 3 3 173 72.17 173 -2820 1 2 2 2 3 3 3 1 2 2 2 2 2 2 2 1 2 2 2 0 1 2 1 2 3 3 3 3 3 3 3 3 1 2 3 3 3 3 3 1 2 3 3 3 1 2 3 3 3 3 3 3 3 1 2 3 3 3 3 3 1 2 3 3 3 3 3 3 1 2 3 3 3 173 72.17 173 -2821 1 2 2 2 3 3 3 1 2 2 2 2 2 2 2 1 2 2 2 2 0 1 1 2 3 3 3 3 3 3 3 3 1 2 3 3 3 3 3 1 2 3 3 3 1 2 3 3 3 3 3 3 3 1 2 3 3 3 3 3 1 2 3 3 3 3 3 3 1 2 3 3 3 173 72.17 173 -2822 1 2 2 2 3 3 3 1 2 2 2 2 2 2 2 1 2 2 2 2 2 0 1 2 3 3 3 3 3 3 3 3 1 2 3 3 3 3 3 1 2 3 3 3 1 2 3 3 3 3 3 3 3 1 2 3 3 3 3 3 1 2 3 3 3 3 3 3 1 2 3 3 3 174 71.76 174 -2723 1 2 2 2 3 3 3 2 1 2 2 2 2 2 2 1 2 3 3 3 3 3 0 1 2 2 2 2 2 2 2 2 1 2 3 3 3 3 3 1 2 3 3 3 1 2 3 3 3 3 3 3 3 1 2 3 3 3 3 3 1 2 3 3 3 3 3 3 1 2 3 3 3 171 73.02 171 7724 1 2 2 2 3 3 3 2 1 2 2 2 2 2 2 1 2 3 3 3 3 3 1 0 1 2 2 2 2 2 2 2 1 2 3 3 3 3 3 1 2 3 3 3 1 2 3 3 3 3 3 3 3 1 2 3 3 3 3 3 1 2 3 3 3 3 3 3 1 2 3 3 3 170 73.45 170 3025 1 2 2 2 3 3 3 2 1 2 2 2 2 2 2 1 2 3 3 3 3 3 1 2 0 1 2 2 2 2 2 2 1 2 3 3 3 3 3 1 2 3 3 3 1 2 3 3 3 3 3 3 3 1 2 3 3 3 3 3 1 2 3 3 3 3 3 3 1 2 3 3 3 170 73.45 170 -2826 1 2 2 2 3 3 3 2 1 2 2 2 2 2 2 1 2 3 3 3 3 3 1 2 2 0 1 2 2 2 2 2 1 2 3 3 3 3 3 1 2 3 3 3 1 2 3 3 3 3 3 3 3 1 2 3 3 3 3 3 1 2 3 3 3 3 3 3 1 2 3 3 3 170 73.45 170 -2827 1 2 2 2 3 3 3 2 1 2 2 2 2 2 2 1 2 3 3 3 3 3 1 2 2 2 0 1 2 2 2 2 1 2 3 3 3 3 3 1 2 3 3 3 1 2 3 3 3 3 3 3 3 1 2 3 3 3 3 3 1 2 3 3 3 3 3 3 1 2 3 3 3 170 73.45 170 -2828 1 2 2 2 3 3 3 2 1 2 2 2 2 2 2 1 2 3 3 3 3 3 1 2 2 2 2 0 1 2 2 2 1 2 3 3 3 3 3 1 2 3 3 3 1 2 3 3 3 3 3 3 3 1 2 3 3 3 3 3 1 2 3 3 3 3 3 3 1 2 3 3 3 170 73.45 170 -2829 1 2 2 2 3 3 3 2 1 2 2 2 2 2 2 1 2 3 3 3 3 3 1 2 2 2 2 2 0 1 2 2 1 2 3 3 3 3 3 1 2 3 3 3 1 2 3 3 3 3 3 3 3 1 2 3 3 3 3 3 1 2 3 3 3 3 3 3 1 2 3 3 3 170 73.45 170 -2830 1 2 2 2 3 3 3 2 1 2 2 2 2 2 2 1 2 3 3 3 3 3 1 2 2 2 2 2 2 0 1 2 1 2 3 3 3 3 3 1 2 3 3 3 1 2 3 3 3 3 3 3 3 1 2 3 3 3 3 3 1 2 3 3 3 3 3 3 1 2 3 3 3 170 73.45 170 -2831 1 2 2 2 3 3 3 2 1 2 2 2 2 2 2 1 2 3 3 3 3 3 1 2 2 2 2 2 2 2 0 1 1 2 3 3 3 3 3 1 2 3 3 3 1 2 3 3 3 3 3 3 3 1 2 3 3 3 3 3 1 2 3 3 3 3 3 3 1 2 3 3 3 170 73.45 170 -2832 1 2 2 2 3 3 3 2 1 2 2 2 2 2 2 1 2 3 3 3 3 3 1 2 2 2 2 2 2 2 2 0 1 2 3 3 3 3 3 1 2 3 3 3 1 2 3 3 3 3 3 3 3 1 2 3 3 3 3 3 1 2 3 3 3 3 3 3 1 2 3 3 3 171 73.02 171 -2733 1 2 2 3 2 3 3 2 2 1 2 2 2 2 2 1 2 3 3 3 3 3 1 2 3 3 3 3 3 3 3 3 0 1 2 2 2 2 2 1 2 3 3 3 1 2 3 3 3 3 3 3 3 1 2 3 3 3 3 3 1 2 3 3 3 3 3 3 1 2 3 3 3 174 71.76 174 8034 1 2 2 3 2 3 3 2 2 1 2 2 2 2 2 1 2 3 3 3 3 3 1 2 3 3 3 3 3 3 3 3 1 0 1 2 2 2 2 1 2 3 3 3 1 2 3 3 3 3 3 3 3 1 2 3 3 3 3 3 1 2 3 3 3 3 3 3 1 2 3 3 3 173 72.17 173 2335 1 2 2 3 2 3 3 2 2 1 2 2 2 2 2 1 2 3 3 3 3 3 1 2 3 3 3 3 3 3 3 3 1 2 0 1 2 2 2 1 2 3 3 3 1 2 3 3 3 3 3 3 3 1 2 3 3 3 3 3 1 2 3 3 3 3 3 3 1 2 3 3 3 173 72.17 173 -2836 1 2 2 3 2 3 3 2 2 1 2 2 2 2 2 1 2 3 3 3 3 3 1 2 3 3 3 3 3 3 3 3 1 2 2 0 1 2 2 1 2 3 3 3 1 2 3 3 3 3 3 3 3 1 2 3 3 3 3 3 1 2 3 3 3 3 3 3 1 2 3 3 3 173 72.17 173 -2837 1 2 2 3 2 3 3 2 2 1 2 2 2 2 2 1 2 3 3 3 3 3 1 2 3 3 3 3 3 3 3 3 1 2 2 2 0 1 2 1 2 3 3 3 1 2 3 3 3 3 3 3 3 1 2 3 3 3 3 3 1 2 3 3 3 3 3 3 1 2 3 3 3 173 72.17 173 -2838 1 2 2 3 2 3 3 2 2 1 2 2 2 2 2 1 2 3 3 3 3 3 1 2 3 3 3 3 3 3 3 3 1 2 2 2 2 0 1 1 2 3 3 3 1 2 3 3 3 3 3 3 3 1 2 3 3 3 3 3 1 2 3 3 3 3 3 3 1 2 3 3 3 173 72.17 173 -2839 1 2 2 3 2 3 3 2 2 1 2 2 2 2 2 1 2 3 3 3 3 3 1 2 3 3 3 3 3 3 3 3 1 2 2 2 2 2 0 1 2 3 3 3 1 2 3 3 3 3 3 3 3 1 2 3 3 3 3 3 1 2 3 3 3 3 3 3 1 2 3 3 3 174 71.76 174 -2740 1 2 2 3 2 3 3 2 2 2 1 2 2 2 2 1 2 3 3 3 3 3 1 2 3 3 3 3 3 3 3 3 1 2 3 3 3 3 3 0 1 2 2 2 1 2 3 3 3 3 3 3 3 1 2 3 3 3 3 3 1 2 3 3 3 3 3 3 1 2 3 3 3 176 70.94 176 8241 1 2 2 3 2 3 3 2 2 2 1 2 2 2 2 1 2 3 3 3 3 3 1 2 3 3 3 3 3 3 3 3 1 2 3 3 3 3 3 1 0 1 2 2 1 2 3 3 3 3 3 3 3 1 2 3 3 3 3 3 1 2 3 3 3 3 3 3 1 2 3 3 3 175 71.35 175 2542 1 2 2 3 2 3 3 2 2 2 1 2 2 2 2 1 2 3 3 3 3 3 1 2 3 3 3 3 3 3 3 3 1 2 3 3 3 3 3 1 2 0 1 2 1 2 3 3 3 3 3 3 3 1 2 3 3 3 3 3 1 2 3 3 3 3 3 3 1 2 3 3 3 175 71.35 175 -2843 1 2 2 3 2 3 3 2 2 2 1 2 2 2 2 1 2 3 3 3 3 3 1 2 3 3 3 3 3 3 3 3 1 2 3 3 3 3 3 1 2 2 0 1 1 2 3 3 3 3 3 3 3 1 2 3 3 3 3 3 1 2 3 3 3 3 3 3 1 2 3 3 3 175 71.35 175 -2844 1 2 2 3 2 3 3 2 2 2 1 2 2 2 2 1 2 3 3 3 3 3 1 2 3 3 3 3 3 3 3 3 1 2 3 3 3 3 3 1 2 2 2 0 1 2 3 3 3 3 3 3 3 1 2 3 3 3 3 3 1 2 3 3 3 3 3 3 1 2 3 3 3 176 70.94 176 -2745 1 2 2 3 3 2 3 2 2 2 2 1 2 2 2 1 2 3 3 3 3 3 1 2 3 3 3 3 3 3 3 3 1 2 3 3 3 3 3 1 2 3 3 3 0 1 2 2 2 2 2 2 2 1 2 3 3 3 3 3 1 2 3 3 3 3 3 3 1 2 3 3 3 172 72.59 172 7846 1 2 2 3 3 2 3 2 2 2 2 1 2 2 2 1 2 3 3 3 3 3 1 2 3 3 3 3 3 3 3 3 1 2 3 3 3 3 3 1 2 3 3 3 1 0 1 2 2 2 2 2 2 1 2 3 3 3 3 3 1 2 3 3 3 3 3 3 1 2 3 3 3 171 73.02 171 2147 1 2 2 3 3 2 3 2 2 2 2 1 2 2 2 1 2 3 3 3 3 3 1 2 3 3 3 3 3 3 3 3 1 2 3 3 3 3 3 1 2 3 3 3 1 2 0 1 2 2 2 2 2 1 2 3 3 3 3 3 1 2 3 3 3 3 3 3 1 2 3 3 3 171 73.02 171 -2848 1 2 2 3 3 2 3 2 2 2 2 1 2 2 2 1 2 3 3 3 3 3 1 2 3 3 3 3 3 3 3 3 1 2 3 3 3 3 3 1 2 3 3 3 1 2 2 0 1 2 2 2 2 1 2 3 3 3 3 3 1 2 3 3 3 3 3 3 1 2 3 3 3 171 73.02 171 -2849 1 2 2 3 3 2 3 2 2 2 2 1 2 2 2 1 2 3 3 3 3 3 1 2 3 3 3 3 3 3 3 3 1 2 3 3 3 3 3 1 2 3 3 3 1 2 2 2 0 1 2 2 2 1 2 3 3 3 3 3 1 2 3 3 3 3 3 3 1 2 3 3 3 171 73.02 171 -2850 1 2 2 3 3 2 3 2 2 2 2 1 2 2 2 1 2 3 3 3 3 3 1 2 3 3 3 3 3 3 3 3 1 2 3 3 3 3 3 1 2 3 3 3 1 2 2 2 2 0 1 2 2 1 2 3 3 3 3 3 1 2 3 3 3 3 3 3 1 2 3 3 3 171 73.02 171 -2851 1 2 2 3 3 2 3 2 2 2 2 1 2 2 2 1 2 3 3 3 3 3 1 2 3 3 3 3 3 3 3 3 1 2 3 3 3 3 3 1 2 3 3 3 1 2 2 2 2 2 0 1 2 1 2 3 3 3 3 3 1 2 3 3 3 3 3 3 1 2 3 3 3 171 73.02 171 -2852 1 2 2 3 3 2 3 2 2 2 2 1 2 2 2 1 2 3 3 3 3 3 1 2 3 3 3 3 3 3 3 3 1 2 3 3 3 3 3 1 2 3 3 3 1 2 2 2 2 2 2 0 1 1 2 3 3 3 3 3 1 2 3 3 3 3 3 3 1 2 3 3 3 171 73.02 171 -2853 1 2 2 3 3 2 3 2 2 2 2 1 2 2 2 1 2 3 3 3 3 3 1 2 3 3 3 3 3 3 3 3 1 2 3 3 3 3 3 1 2 3 3 3 1 2 2 2 2 2 2 2 0 1 2 3 3 3 3 3 1 2 3 3 3 3 3 3 1 2 3 3 3 172 72.59 172 -2754 1 2 2 3 3 2 3 2 2 2 2 2 1 2 2 1 2 3 3 3 3 3 1 2 3 3 3 3 3 3 3 3 1 2 3 3 3 3 3 1 2 3 3 3 1 2 3 3 3 3 3 3 3 0 1 2 2 2 2 2 1 2 3 3 3 3 3 3 1 2 3 3 3 174 71.76 174 8055 1 2 2 3 3 2 3 2 2 2 2 2 1 2 2 1 2 3 3 3 3 3 1 2 3 3 3 3 3 3 3 3 1 2 3 3 3 3 3 1 2 3 3 3 1 2 3 3 3 3 3 3 3 1 0 1 2 2 2 2 1 2 3 3 3 3 3 3 1 2 3 3 3 173 72.17 173 2356 1 2 2 3 3 2 3 2 2 2 2 2 1 2 2 1 2 3 3 3 3 3 1 2 3 3 3 3 3 3 3 3 1 2 3 3 3 3 3 1 2 3 3 3 1 2 3 3 3 3 3 3 3 1 2 0 1 2 2 2 1 2 3 3 3 3 3 3 1 2 3 3 3 173 72.17 173 -2857 1 2 2 3 3 2 3 2 2 2 2 2 1 2 2 1 2 3 3 3 3 3 1 2 3 3 3 3 3 3 3 3 1 2 3 3 3 3 3 1 2 3 3 3 1 2 3 3 3 3 3 3 3 1 2 2 0 1 2 2 1 2 3 3 3 3 3 3 1 2 3 3 3 173 72.17 173 -2858 1 2 2 3 3 2 3 2 2 2 2 2 1 2 2 1 2 3 3 3 3 3 1 2 3 3 3 3 3 3 3 3 1 2 3 3 3 3 3 1 2 3 3 3 1 2 3 3 3 3 3 3 3 1 2 2 2 0 1 2 1 2 3 3 3 3 3 3 1 2 3 3 3 173 72.17 173 -2859 1 2 2 3 3 2 3 2 2 2 2 2 1 2 2 1 2 3 3 3 3 3 1 2 3 3 3 3 3 3 3 3 1 2 3 3 3 3 3 1 2 3 3 3 1 2 3 3 3 3 3 3 3 1 2 2 2 2 0 1 1 2 3 3 3 3 3 3 1 2 3 3 3 173 72.17 173 -2860 1 2 2 3 3 2 3 2 2 2 2 2 1 2 2 1 2 3 3 3 3 3 1 2 3 3 3 3 3 3 3 3 1 2 3 3 3 3 3 1 2 3 3 3 1 2 3 3 3 3 3 3 3 1 2 2 2 2 2 0 1 2 3 3 3 3 3 3 1 2 3 3 3 174 71.76 174 -2761 1 2 2 3 3 3 2 2 2 2 2 2 2 1 2 1 2 3 3 3 3 3 1 2 3 3 3 3 3 3 3 3 1 2 3 3 3 3 3 1 2 3 3 3 1 2 3 3 3 3 3 3 3 1 2 3 3 3 3 3 0 1 2 2 2 2 2 2 1 2 3 3 3 173 72.17 173 7962 1 2 2 3 3 3 2 2 2 2 2 2 2 1 2 1 2 3 3 3 3 3 1 2 3 3 3 3 3 3 3 3 1 2 3 3 3 3 3 1 2 3 3 3 1 2 3 3 3 3 3 3 3 1 2 3 3 3 3 3 1 0 1 2 2 2 2 2 1 2 3 3 3 172 72.59 172 2263 1 2 2 3 3 3 2 2 2 2 2 2 2 1 2 1 2 3 3 3 3 3 1 2 3 3 3 3 3 3 3 3 1 2 3 3 3 3 3 1 2 3 3 3 1 2 3 3 3 3 3 3 3 1 2 3 3 3 3 3 1 2 0 1 2 2 2 2 1 2 3 3 3 172 72.59 172 -2864 1 2 2 3 3 3 2 2 2 2 2 2 2 1 2 1 2 3 3 3 3 3 1 2 3 3 3 3 3 3 3 3 1 2 3 3 3 3 3 1 2 3 3 3 1 2 3 3 3 3 3 3 3 1 2 3 3 3 3 3 1 2 2 0 1 2 2 2 1 2 3 3 3 172 72.59 172 -2865 1 2 2 3 3 3 2 2 2 2 2 2 2 1 2 1 2 3 3 3 3 3 1 2 3 3 3 3 3 3 3 3 1 2 3 3 3 3 3 1 2 3 3 3 1 2 3 3 3 3 3 3 3 1 2 3 3 3 3 3 1 2 2 2 0 1 2 2 1 2 3 3 3 172 72.59 172 -2866 1 2 2 3 3 3 2 2 2 2 2 2 2 1 2 1 2 3 3 3 3 3 1 2 3 3 3 3 3 3 3 3 1 2 3 3 3 3 3 1 2 3 3 3 1 2 3 3 3 3 3 3 3 1 2 3 3 3 3 3 1 2 2 2 2 0 1 2 1 2 3 3 3 172 72.59 172 -2867 1 2 2 3 3 3 2 2 2 2 2 2 2 1 2 1 2 3 3 3 3 3 1 2 3 3 3 3 3 3 3 3 1 2 3 3 3 3 3 1 2 3 3 3 1 2 3 3 3 3 3 3 3 1 2 3 3 3 3 3 1 2 2 2 2 2 0 1 1 2 3 3 3 172 72.59 172 -2868 1 2 2 3 3 3 2 2 2 2 2 2 2 1 2 1 2 3 3 3 3 3 1 2 3 3 3 3 3 3 3 3 1 2 3 3 3 3 3 1 2 3 3 3 1 2 3 3 3 3 3 3 3 1 2 3 3 3 3 3 1 2 2 2 2 2 2 0 1 2 3 3 3 173 72.17 173 -2769 1 2 2 3 3 3 2 2 2 2 2 2 2 2 1 1 2 3 3 3 3 3 1 2 3 3 3 3 3 3 3 3 1 2 3 3 3 3 3 1 2 3 3 3 1 2 3 3 3 3 3 3 3 1 2 3 3 3 3 3 1 2 3 3 3 3 3 3 0 1 2 2 2 176 70.94 177 8370 1 2 2 3 3 3 2 2 2 2 2 2 2 2 1 1 2 3 3 3 3 3 1 2 3 3 3 3 3 3 3 3 1 2 3 3 3 3 3 1 2 3 3 3 1 2 3 3 3 3 3 3 3 1 2 3 3 3 3 3 1 2 3 3 3 3 3 3 1 0 1 2 2 175 71.35 175 2571 1 2 2 3 3 3 2 2 2 2 2 2 2 2 1 1 2 3 3 3 3 3 1 2 3 3 3 3 3 3 3 3 1 2 3 3 3 3 3 1 2 3 3 3 1 2 3 3 3 3 3 3 3 1 2 3 3 3 3 3 1 2 3 3 3 3 3 3 1 2 0 1 2 175 71.35 175 -2872 1 2 2 3 3 3 2 2 2 2 2 2 2 2 1 1 2 3 3 3 3 3 1 2 3 3 3 3 3 3 3 3 1 2 3 3 3 3 3 1 2 3 3 3 1 2 3 3 3 3 3 3 3 1 2 3 3 3 3 3 1 2 3 3 3 3 3 3 1 2 2 0 1 175 71.35 175 -2873 1 2 2 3 3 3 2 2 2 2 2 2 2 2 1 1 2 3 3 3 3 3 1 2 3 3 3 3 3 3 3 3 1 2 3 3 3 3 3 1 2 3 3 3 1 2 3 3 3 3 3 3 3 1 2 3 3 3 3 3 1 2 3 3 3 3 3 3 1 2 2 2 0 176 70.94 176 -27

Contrastatus 72 140 140 179 184 180 183 131 128 131 133 129 131 130 133 94 150 201 201 201 201 201 94 150 198 198 198 198 198 198 198 198 94 150 201 201 201 201 201 94 150 203 203 203 94 150 199 199 199 199 199 199 199 94 150 201 201 201 201 201 94 150 200 200 200 200 200 200 94 150 203 203 203 12486 2403

Converted Distance = 12486 Absolute Prestige = 2403

Page 140

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APPENDIX D __________________________________________________________________________________________

Note: Appendix B contains Web site maps Page 141

Red Web Site Sample Pages Level 1 (Homepage)

Sample from level 2

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APPENDIX D __________________________________________________________________________________________

Note: Appendix B contains Web site maps Page 142

Red Web Site Sample Pages Sample from level 3

Sample from level 4

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APPENDIX D __________________________________________________________________________________________

Note: Appendix B contains Web site maps Page 143

Red Web Site Sample Pages Level 5 (target page)

Level 5 (target page)

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APPENDIX D __________________________________________________________________________________________

Note: Appendix B contains Web site maps Page 144

Blue Web Site Sample Pages Level 1 (Homepage)

Sample from level 2

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APPENDIX D __________________________________________________________________________________________

Note: Appendix B contains Web site maps Page 145

Blue Web Site Sample Pages Sample from level 3

Sample from level 4

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APPENDIX D __________________________________________________________________________________________

Note: Appendix B contains Web site maps Page 146

Blue Web Site Sample Pages Level 5 (target page)

Level 5 (target page)

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APPENDIX E ______________________________________________________________________________________

Page 147

SOUTHERN CROSS UNIVERSITY

Effects of Web site Structure on user’s perception of navigability. You are invited to participate in a study of Web site navigation. Any information that is obtained in connection with this study and that can be identified with you will remain confidential and will be disclosed only with your permission. If you decide to participate, you are free to withdraw your consent and to discontinue participation at any time without prejudice. If you have any questions, I expect you to ask me. If you have any additional questions later, Bill Smart (phone: 83 2762) will be happy to answer them. In this study I hope to learn details of user’s perception of navigation in different Web site structures. If you decide to participate, you will be asked to fill out a questionnaire and perform a task, that will require you to navigate two Web sites. This will take approximately 20 - 25 minutes. Questionnaires will be collected upon completion of the experiment. Data pertaining to the navigational steps you have taken in both Web sites will be logged. To undertake this experiment you must be familiar with navigating the WWW. Internet Explorer 3.02 is the browser that will be used for navigating the two Web sites. If you are unfamiliar with the use of the BACK, HISTORY, FAVOURITES or the VISITED LINK facilities in Internet Explorer. Please let the researcher know. Thank you, for your time.

W.J. Smart BAppSci (Computing)

Machine ID

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APPENDIX E ______________________________________________________________________________________

Page 148

Questionnaire General Information

1. Are you ? Male Female 2. What is your age ? Please tick one box. 18 - 25 26 - 32 33 - 40 41 -47 Over 47 3. How experienced are you with the WWW ? Put a mark on the line. Inexperienced Very experienced 4. How experienced are you with computers ? Put a mark on the line. Inexperienced Very experienced 5. How many Marvel / DC Comic Book characters are you familiar with ? Please tick one box. 1-3 4-6 7-9 10-15 15-20 20-25 25-30 30-40 > 40

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APPENDIX E ______________________________________________________________________________________

Page 149

Questionnaire Site Red Instructions Please open the URL http://spike.scu.edu.au/~wsmart10/red Task Search the Web site to find the answer to the following questions: 1. What is the secret identity of Guardian ? _________________________________ 2. What is the secret identity of Chameleon ? _________________________________ After you have completed the task. Please answer the following questions: 1. Did you at any time feel lost navigating this site? Put a mark on the line. Not at all Frequently 2. How often did you use Internet Explorers BACK facility? Put a mark on the line. Not at all Frequently 3. How often did you use Internet Explorers HISTORY facility? Put a mark on the line Not at all Frequently 4. How comfortable were you with the structure of this site ? Put a mark on the line.

Not at all Very

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APPENDIX E ______________________________________________________________________________________

Page 150

Questionnaire Site Blue Instructions Please open the URL http://spike.scu.edu.au/~wsmart10/blue Task Search the Web site to find the answer to the following questions: 1. What is the secret identity of Clayface? ____________________________________ 2. What is the secret identity of Calypso? ____________________________________ After you have completed the task. Please answer the following questions: 1. Did you at any time feel lost navigating this site? Put a mark on the line. Not at all Frequently 2. How often did you use Internet Explorers BACK facility? Put a mark on the line. Not at all Frequently 3. How often did you use Internet Explorers HISTORY facility? Put a mark on the line Not at all Frequently 4. How comfortable were you with the structure of this site? Put a mark on the line.

Not at all Very

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APPENDIX E ______________________________________________________________________________________

Page 151

Questionnaire Conclusion

Please tick the appropriate box. 1. Did you at any stage use Internet Explorers Favorites facility? Yes No 2. Overall which Web site structure did you prefer? Red Blue Thank you for your time and cooperation W. J. Smart

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APPENDIX F ________________________________________________________________________________________________

Page 152

Sample Data From access_log

Machine ID Date and Time Nodes Visited

203.2.34.220 - - [24/Jul/1997:15:59:44 +1000] "GET /~wsmart10/blue/dc.htm HTTP/1.0" 200 1165 203.2.34.220 - - [24/Jul/1997:15:59:48 +1000] "GET /~wsmart10/blue/dvmf.htm HTTP/1.0" 200 1566 203.2.34.220 - - [24/Jul/1997:15:59:55 +1000] "GET /~wsmart10/blue/dvmale.htm HTTP/1.0" 200 1970 203.2.34.220 - - [24/Jul/1997:16:00:03 +1000] "GET /~wsmart10/blue/dvfem.htm HTTP/1.0" 200 1746 203.2.34.220 - - [24/Jul/1997:16:00:12 +1000] "GET /~wsmart10/blue/clay.htm HTTP/1.0" 200 1757 * 203.2.34.220 - - [24/Jul/1997:16:00:36 +1000] "GET /~wsmart10/blue/cheetah.htm HTTP/1.0" 200 1797 203.2.34.220 - - [24/Jul/1997:16:00:39 +1000] "GET /~wsmart10/blue/cat.htm HTTP/1.0" 200 1750 203.2.34.220 - - [24/Jul/1997:16:00:42 +1000] "GET /~wsmart10/blue/circe.htm HTTP/1.0" 200 1744 203.2.34.220 - - [24/Jul/1997:16:00:45 +1000] "GET /~wsmart10/blue/poison.htm HTTP/1.0" 200 1764 203.2.34.220 - - [24/Jul/1997:16:01:06 +1000] "GET /~wsmart10/blue/marvel.htm HTTP/1.0" 200 1162 203.2.34.220 - - [24/Jul/1997:16:01:07 +1000] "GET /~wsmart10/blue/mmf.htm HTTP/1.0" 200 1583 203.2.34.220 - - [24/Jul/1997:16:01:11 +1000] "GET /~wsmart10/blue/mvmf.htm HTTP/1.0" 200 1588 203.2.34.220 - - [24/Jul/1997:16:01:16 +1000] "GET /~wsmart10/blue/mvfem.htm HTTP/1.0" 200 1778 203.2.34.220 - - [24/Jul/1997:16:01:22 +1000] "GET /~wsmart10/blue/calypso.htm HTTP/1.0" 200 1674 * 203.2.34.220 - - [24/Jul/1997:16:07:26 +1000] "GET /~wsmart10/red/marvel.htm HTTP/1.0" 200 981 203.2.34.220 - - [24/Jul/1997:16:07:27 +1000] "GET /~wsmart10/red/mmf.htm HTTP/1.0" 200 999 203.2.34.220 - - [24/Jul/1997:16:07:29 +1000] "GET /~wsmart10/red/mfem.htm HTTP/1.0" 200 1294 203.2.34.220 - - [24/Jul/1997:16:07:30 +1000] "GET /~wsmart10/red/guardian.htm HTTP/1.0" 200 975 ** 203.2.34.220 - - [24/Jul/1997:16:07:37 +1000] "GET /~wsmart10/red/mmale.htm HTTP/1.0" 200 1242 203.2.34.220 - - [24/Jul/1997:16:07:59 +1000] "GET /~wsmart10/red/shehulk.htm HTTP/1.0" 200 810 203.2.34.220 - - [24/Jul/1997:16:08:10 +1000] "GET /~wsmart10/red/mvmf.htm HTTP/1.0" 200 1020 203.2.34.220 - - [24/Jul/1997:16:08:13 +1000] "GET /~wsmart10/red/mvfem.htm HTTP/1.0" 200 1000 203.2.34.220 - - [24/Jul/1997:16:08:24 +1000] "GET /~wsmart10/red/mvmale.htm HTTP/1.0" 200 1183 203.2.34.220 - - [24/Jul/1997:16:09:00 +1000] "GET /~wsmart10/red/dc.htm HTTP/1.0" 200 976 203.2.34.220 - - [24/Jul/1997:16:09:02 +1000] "GET /~wsmart10/red/dvmf.htm HTTP/1.0" 200 1002 203.2.34.220 - - [24/Jul/1997:16:09:04 +1000] "GET /~wsmart10/red/dvmale.htm HTTP/1.0" 200 1236 203.2.34.220 - - [24/Jul/1997:16:09:16 +1000] "GET /~wsmart10/red/dvfem.htm HTTP/1.0" 200 968 203.2.34.220 - - [24/Jul/1997:16:09:25 +1000] "GET /~wsmart10/red/dmf.htm HTTP/1.0" 200 1044 203.2.34.220 - - [24/Jul/1997:16:09:27 +1000] "GET /~wsmart10/red/dmale.htm HTTP/1.0" 200 1267 203.2.34.220 - - [24/Jul/1997:16:09:28 +1000] "GET /~wsmart10/red/cham.htm HTTP/1.0" 200 962 **

* Blue target nodes ** Red target nodes Information gleaned from sample data: • Blue site 15 nodes visited (one added for index.html not reflected on server log). Time taken to

complete blue task is 98 seconds.

• Red site 17 nodes visited (one added for index.html not reflected on server log). Time taken to complete red task is 122 seconds.

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APPENDIX G ______________________________________________________________________________________

Page 153

Univariate Tests of Between Subjects Effects Computed using alpha = .05 Source Measure df F Significance

Intercept Lost rating 1 241.772 0.000 Back Button 1 672.639 0.000 History List 1 23.909 0.000 Comfort rating 1 1272.884 0.000 Num nodes visit 1 1574.804 0.000 Task time 1 713.538 0.000

Exp. With Comp. Lost rating 1 5.644 0.019 Back Button 1 0.008 0.927 History List 1 0.129 0.720 Comfort rating 1 0.362 0.549 Num nodes visit 1 0.000 0.983 Task time 1 15.937 0.000

Exp. With WWW Lost rating 1 9.836 0.002 Back Button 1 0.058 0.810 History List 1 1.526 0.220 Comfort rating 1 0.924 0.339 Num nodes visit 1 0.019 0.892 Task time 1 1.085 0.300

Gender Lost rating 1 0.160 0.690 Back Button 1 0.052 0.820 History List 1 0.987 0.323 Comfort rating 1 1.604 0.208 Num nodes visit 1 0.009 0.926 Task time 1 0.232 0.631

Age Lost rating 1 0.002 0.963 Back Button 1 0.204 0.653 History List 1 0.099 0.753 Comfort rating 1 7.833 0.006 Num nodes visit 1 0.762 0.385 Task time 1 0.682 0.411

Order Lost rating 1 5.439 0.022 Back Button 1 0.963 0.329 History List 1 0.060 0.806 Comfort rating 1 5.827 0.018 Num nodes visit 1 0.690 0.408 Task time 1 0.039 0.844

Gender * Age Lost rating 1 5.471 0.021 Back Button 1 1.408 0.238 History List 1 0.257 0.613 Comfort rating 1 7.183 0.009 Num nodes visit 1 4.300 0.041 Task time 1 0.796 0.374

Gender * Order Lost rating 1 0.042 0.838 Back Button 1 0.420 0.518 History List 1 0.637 0.427 Comfort rating 1 3.601 0.061 Num nodes visit 1 0.114 0.736 Task time 1 0.036 0.851

Age * Order Lost rating 1 0.176 0.676 Back Button 1 0.003 0.957 History List 1 0.215 0.644 Comfort rating 1 3.316 0.072 Num nodes visit 1 0.772 0.382 Task time 1 1.554 0.216

Error Lost rating 98 Back Button 98 History List 98 Comfort rating 98 Num nodes visit 98 Task time 98

Transformed Variable: Average

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APPENDIX G ______________________________________________________________________________________

Page 154

Univariate Tests of Within-Subjects Contrasts Computed using alpha = .05 Source Measure df F Significance RB (red-blue) Lost rating 1 0.703 0.404

Back Button 1 159.72 0.000 History List 1 6.371 0.013 Comfort rating 1 0.423 0.517 Num. nodes visit 1 0.194 0.661 Task time 1 4.666 0.033

RB * Exp. With Comp. Lost rating 1 0.278 0.599 Back Button 1 4.596 0.035 History List 1 0.447 0.505 Comfort rating 1 0.206 0.651 Num. nodes visit 1 0.365 0.547 Task time 1 2.348 0.129

RB * Exp. With WWW. Lost rating 1 0.025 0.876 Back Button 1 2.228 0.139 History List 1 0.817 0.368 Comfort rating 1 0.234 0.630 Num. nodes visit 1 0.271 0.604 Task time 1 5.477 0.021

RB * Gender Lost rating 1 0.807 0.371 Back Button 1 0.554 0.459 History List 1 1.994 0.161 Comfort rating 1 1.113 0.294 Num. nodes visit 1 0.067 0.797 Task time 1 0.000 0.984

RB * Age Lost rating 1 1.710 0.194 Back Button 1 0.220 0.640 History List 1 0.016 0.900 Comfort rating 1 1.629 0.205 Num. nodes visit 1 0.009 0.925 Task time 1 7.403 0.008

RB * Order Lost rating 1 0.004 0.948 Back Button 1 0.234 0.630 History List 1 1.400 0.240 Comfort rating 1 0.816 0.369 Num. nodes visit 1 2.273 0.135 Task time 1 22.920 0.000

RB * Gender * Age Lost rating 1 0.012 0.914 Back Button 1 0.369 0.545 History List 1 0.562 0.455 Comfort rating 1 0.026 0.872 Num. nodes visit 1 1.601 0.209 Task time 1 7.330 0.008

RB * Gender * Order Lost rating 1 0.002 0.964 Back Button 1 2.243 0.137 History List 1 0.119 0.731 Comfort rating 1 0.456 0.501 Num. nodes visit 1 0.765 0.384 Task time 1 0.691 0.408

RB * Age * Order Lost rating 1 0.455 0.502 Back Button 1 0.235 0.629 History List 1 0.427 0.515 Comfort rating 1 0.531 0.468 Num. nodes visit 1 0.076 0.783 Task time 1 0.006 0.938

Error (RB) Lost rating 98 Back Button 98 History List 98 Comfort rating 98 Num. nodes visit 98 Task time 98

Page 166: THE EFFECT OF WEB SITE STRUCTURE ONinfotech.scu.edu.au/wsmart/documents/Effects_of_Structure.pdf · To my friends, who offered suggestions, read drafts of chapters and dragged me

Red Site Distance Matrix APPENDIX H____________________________________________________________________________________________________

NODE 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52 53 54 55 56 57 58 59 60 61 62 63 64 65 66 67 68 69 70 71 72 73 COD ROC Status Prestige1 0 1 1 2 2 2 2 3 3 3 3 3 3 3 3 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 266 1371.85 266 2662 73 0 73 1 1 73 73 2 2 2 2 73 73 73 73 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 2798 130.42 97 963 73 73 0 73 73 1 1 73 73 73 73 2 2 2 2 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 2798 130.42 97 964 73 73 73 0 73 73 73 1 1 73 73 73 73 73 73 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 3905 93.45 36 335 73 73 73 73 0 73 73 73 73 1 1 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 2 2 2 2 2 2 2 2 2 2 2 2 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 4260 85.66 26 236 73 73 73 73 73 0 73 73 73 73 73 1 1 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 73 73 73 73 73 73 73 73 73 73 73 73 73 3976 91.78 34 317 73 73 73 73 73 73 0 73 73 73 73 73 73 1 1 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 2 2 2 2 2 2 2 2 2 2 2 2 2 4189 87.11 28 258 73 73 73 73 73 73 73 0 73 73 73 73 73 73 73 1 1 1 1 1 1 1 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 4752 76.79 7 19 73 73 73 73 73 73 73 73 0 73 73 73 73 73 73 73 73 73 73 73 73 73 1 1 1 1 1 1 1 1 1 1 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 4536 80.45 10 4

10 73 73 73 73 73 73 73 73 73 0 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 1 1 1 1 1 1 1 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 4752 76.79 7 111 73 73 73 73 73 73 73 73 73 73 0 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 1 1 1 1 1 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 4896 74.53 5 -112 73 73 73 73 73 73 73 73 73 73 73 0 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 1 1 1 1 1 1 1 1 1 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 4608 79.19 9 313 73 73 73 73 73 73 73 73 73 73 73 73 0 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 1 1 1 1 1 1 1 73 73 73 73 73 73 73 73 73 73 73 73 73 4752 76.79 7 414 73 73 73 73 73 73 73 73 73 73 73 73 73 0 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 1 1 1 1 1 1 1 1 73 73 73 73 73 4680 77.97 8 515 73 73 73 73 73 73 73 73 73 73 73 73 73 73 0 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 1 1 1 1 1 4896 74.53 5 -116 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 0 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 5256 69.43 0 -1017 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 0 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 5256 69.43 0 -1018 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 0 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 5256 69.43 0 -1019 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 0 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 5256 69.43 0 -1020 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 0 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 5256 69.43 0 -1021 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 0 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 5256 69.43 0 -1022 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 0 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 5256 69.43 0 -1023 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 0 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 5256 69.43 0 -1024 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 0 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 5256 69.43 0 -1025 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 0 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 5256 69.43 0 -1026 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 0 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 5256 69.43 0 -1027 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 0 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 5256 69.43 0 -1028 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 0 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 5256 69.43 0 -1029 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 0 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 5256 69.43 0 -1030 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 0 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 5256 69.43 0 -1031 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 0 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 5256 69.43 0 -1032 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 0 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 5256 69.43 0 -1033 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 0 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 5256 69.43 0 -1034 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 0 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 5256 69.43 0 -1035 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 0 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 5256 69.43 0 -1036 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 0 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 5256 69.43 0 -1037 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 0 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 5256 69.43 0 -1038 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 0 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 5256 69.43 0 -1039 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 0 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 5256 69.43 0 -1040 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 0 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 5256 69.43 0 -1041 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 0 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 5256 69.43 0 -1042 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 0 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 5256 69.43 0 -1043 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 0 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 5256 69.43 0 -1044 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 0 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 5256 69.43 0 -1045 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 0 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 5256 69.43 0 -1046 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 0 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 5256 69.43 0 -1047 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 0 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 5256 69.43 0 -1048 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 0 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 5256 69.43 0 -1049 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 0 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 5256 69.43 0 -1050 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 0 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 5256 69.43 0 -1051 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 0 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 5256 69.43 0 -1052 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 0 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 5256 69.43 0 -1053 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 0 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 5256 69.43 0 -1054 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 0 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 5256 69.43 0 -1055 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 0 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 5256 69.43 0 -1056 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 0 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 5256 69.43 0 -1057 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 0 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 5256 69.43 0 -1058 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 0 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 5256 69.43 0 -1059 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 0 73 73 73 73 73 73 73 73 73 73 73 73 73 73 5256 69.43 0 -1060 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 0 73 73 73 73 73 73 73 73 73 73 73 73 73 5256 69.43 0 -1061 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 0 73 73 73 73 73 73 73 73 73 73 73 73 5256 69.43 0 -1062 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 0 73 73 73 73 73 73 73 73 73 73 73 5256 69.43 0 -1063 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 0 73 73 73 73 73 73 73 73 73 73 5256 69.43 0 -1064 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 0 73 73 73 73 73 73 73 73 73 5256 69.43 0 -1065 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 0 73 73 73 73 73 73 73 73 5256 69.43 0 -1066 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 0 73 73 73 73 73 73 73 5256 69.43 0 -1067 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 0 73 73 73 73 73 73 5256 69.43 0 -1068 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 0 73 73 73 73 73 5256 69.43 0 -1069 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 0 73 73 73 73 5256 69.43 0 -1070 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 0 73 73 73 5256 69.43 0 -1071 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 0 73 73 5256 69.43 0 -1072 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 0 73 5256 69.43 0 -1073 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 73 0 5256 69.43 0 -10

Contrastatus 0 1 1 3 3 3 3 6 6 6 6 6 6 6 6 10 10 10 10 10 10 10 10 10 10 10 10 10 10 10 10 10 10 10 10 10 10 10 10 10 10 10 10 10 10 10 10 10 10 10 10 10 10 10 10 10 10 10 10 10 10 10 10 10 10 10 10 10 10 10 10 10 10 364912 1170

Converted Distance = 364912 Absolute Prestige = 1170

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Page 167: THE EFFECT OF WEB SITE STRUCTURE ONinfotech.scu.edu.au/wsmart/documents/Effects_of_Structure.pdf · To my friends, who offered suggestions, read drafts of chapters and dragged me

Red Site Distance Matrix Using CDMh Modification APPENDIX H____________________________________________________________________________________________________

NODE 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52 53 54 55 56 57 58 59 60 61 62 63 64 65 66 67 68 69 70 71 72 73 COD ROC Status Prestige1 0 1 1 2 2 2 2 3 3 3 3 3 3 3 3 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 266 112.42 266 02 1 0 2 1 1 3 3 2 2 2 2 4 4 4 4 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 267 112.00 267 03 1 2 0 3 3 1 1 4 4 4 4 2 2 2 2 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 267 112.00 267 04 2 1 3 0 2 4 4 1 1 3 3 5 5 5 5 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 4 4 4 4 4 4 4 4 4 4 4 4 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 300 99.68 300 05 2 1 3 2 0 4 4 3 3 1 1 5 5 5 5 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 2 2 2 2 2 2 2 2 2 2 2 2 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 310 96.46 310 06 2 3 1 4 4 0 2 5 5 5 5 1 1 2 2 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 4 4 4 4 4 4 4 4 4 4 4 4 4 300 99.68 300 -47 2 3 1 4 4 2 0 5 5 5 5 3 3 1 1 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 2 2 2 2 2 2 2 2 2 2 2 2 2 308 97.09 308 28 3 2 4 1 3 5 5 0 2 4 4 6 6 6 6 1 1 1 1 1 1 1 3 3 3 3 3 3 3 3 3 3 5 5 5 5 5 5 5 5 5 5 5 5 7 7 7 7 7 7 7 7 7 7 7 7 7 7 7 7 7 7 7 7 7 7 7 7 7 7 7 7 7 357 83.76 357 09 3 2 4 1 3 5 5 2 0 4 4 6 6 6 6 2 2 2 2 2 2 2 1 1 1 1 1 1 1 1 1 1 5 5 5 5 5 5 5 5 5 5 5 5 7 7 7 7 7 7 7 7 7 7 7 7 7 7 7 7 7 7 7 7 7 7 7 7 7 7 7 7 7 344 86.93 344 -7

10 3 2 4 3 1 5 5 4 4 0 2 6 6 6 6 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 1 1 1 1 1 1 1 3 3 3 3 3 7 7 7 7 7 7 7 7 7 7 7 7 7 7 7 7 7 7 7 7 7 7 7 7 7 7 7 7 7 367 81.48 367 011 3 2 4 3 1 5 5 4 4 2 0 6 6 6 6 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 2 2 2 2 2 2 2 1 1 1 1 1 7 7 7 7 7 7 7 7 7 7 7 7 7 7 7 7 7 7 7 7 7 7 7 7 7 7 7 7 7 364 82.15 364 -712 3 4 2 5 5 1 3 6 6 6 6 0 2 4 4 7 7 7 7 7 7 7 7 7 7 7 7 7 7 7 7 7 7 7 7 7 7 7 7 7 7 7 7 7 1 1 1 1 1 1 1 1 1 3 3 3 3 3 3 3 5 5 5 5 5 5 5 5 5 5 5 5 5 355 84.24 355 013 3 4 2 5 5 1 3 6 6 6 6 2 0 4 4 7 7 7 7 7 7 7 7 7 7 7 7 7 7 7 7 7 7 7 7 7 7 7 7 7 7 7 7 7 3 3 3 3 3 3 3 3 3 1 1 1 1 1 1 1 5 5 5 5 5 5 5 5 5 5 5 5 5 359 83.30 359 014 3 4 2 5 5 3 1 6 6 6 6 4 4 0 2 7 7 7 7 7 7 7 7 7 7 7 7 7 7 7 7 7 7 7 7 7 7 7 7 7 7 7 7 7 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 1 1 1 1 1 1 1 1 3 3 3 3 3 363 82.38 363 115 3 4 2 5 5 3 1 6 6 6 6 4 4 2 0 7 7 7 7 7 7 7 7 7 7 7 7 7 7 7 7 7 7 7 7 7 7 7 7 7 7 7 7 7 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 3 3 3 3 3 3 3 3 1 1 1 1 1 369 81.04 369 116 4 3 5 2 4 6 6 1 3 5 5 7 7 7 7 0 2 2 2 2 2 2 4 4 4 4 4 4 4 4 4 4 6 6 6 6 6 6 6 6 6 6 6 6 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 428 69.87 428 117 4 3 5 2 4 6 6 1 3 5 5 7 7 7 7 2 0 2 2 2 2 2 4 4 4 4 4 4 4 4 4 4 6 6 6 6 6 6 6 6 6 6 6 6 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 428 69.87 428 118 4 3 5 2 4 6 6 1 3 5 5 7 7 7 7 2 2 0 2 2 2 2 4 4 4 4 4 4 4 4 4 4 6 6 6 6 6 6 6 6 6 6 6 6 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 428 69.87 428 119 4 3 5 2 4 6 6 1 3 5 5 7 7 7 7 2 2 2 0 2 2 2 4 4 4 4 4 4 4 4 4 4 6 6 6 6 6 6 6 6 6 6 6 6 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 428 69.87 428 120 4 3 5 2 4 6 6 1 3 5 5 7 7 7 7 2 2 2 2 0 2 2 4 4 4 4 4 4 4 4 4 4 6 6 6 6 6 6 6 6 6 6 6 6 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 428 69.87 428 121 4 3 5 2 4 6 6 1 3 5 5 7 7 7 7 2 2 2 2 2 0 2 4 4 4 4 4 4 4 4 4 4 6 6 6 6 6 6 6 6 6 6 6 6 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 428 69.87 428 122 4 3 5 2 4 6 6 1 3 5 5 7 7 7 7 2 2 2 2 2 2 0 4 4 4 4 4 4 4 4 4 4 6 6 6 6 6 6 6 6 6 6 6 6 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 428 69.87 428 123 4 3 5 2 4 6 6 3 1 5 5 7 7 7 7 4 4 4 4 4 4 4 0 2 2 2 2 2 2 2 2 2 6 6 6 6 6 6 6 6 6 6 6 6 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 422 70.86 422 024 4 3 5 2 4 6 6 3 1 5 5 7 7 7 7 4 4 4 4 4 4 4 2 0 2 2 2 2 2 2 2 2 6 6 6 6 6 6 6 6 6 6 6 6 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 422 70.86 422 025 4 3 5 2 4 6 6 3 1 5 5 7 7 7 7 4 4 4 4 4 4 4 2 2 0 2 2 2 2 2 2 2 6 6 6 6 6 6 6 6 6 6 6 6 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 422 70.86 422 026 4 3 5 2 4 6 6 3 1 5 5 7 7 7 7 4 4 4 4 4 4 4 2 2 2 0 2 2 2 2 2 2 6 6 6 6 6 6 6 6 6 6 6 6 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 422 70.86 422 027 4 3 5 2 4 6 6 3 1 5 5 7 7 7 7 4 4 4 4 4 4 4 2 2 2 2 0 2 2 2 2 2 6 6 6 6 6 6 6 6 6 6 6 6 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 422 70.86 422 028 4 3 5 2 4 6 6 3 1 5 5 7 7 7 7 4 4 4 4 4 4 4 2 2 2 2 2 0 2 2 2 2 6 6 6 6 6 6 6 6 6 6 6 6 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 422 70.86 422 029 4 3 5 2 4 6 6 3 1 5 5 7 7 7 7 4 4 4 4 4 4 4 2 2 2 2 2 2 0 2 2 2 6 6 6 6 6 6 6 6 6 6 6 6 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 422 70.86 422 030 4 3 5 2 4 6 6 3 1 5 5 7 7 7 7 4 4 4 4 4 4 4 2 2 2 2 2 2 2 0 2 2 6 6 6 6 6 6 6 6 6 6 6 6 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 422 70.86 422 031 4 3 5 2 4 6 6 3 1 5 5 7 7 7 7 4 4 4 4 4 4 4 2 2 2 2 2 2 2 2 0 2 6 6 6 6 6 6 6 6 6 6 6 6 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 422 70.86 422 032 4 3 5 2 4 6 6 3 1 5 5 7 7 7 7 4 4 4 4 4 4 4 2 2 2 2 2 2 2 2 2 0 6 6 6 6 6 6 6 6 6 6 6 6 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 422 70.86 422 033 4 3 5 4 2 6 6 5 5 1 3 7 7 7 7 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 0 2 2 2 2 2 2 4 4 4 4 4 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 438 68.27 438 134 4 3 5 4 2 6 6 5 5 1 3 7 7 7 7 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 2 0 2 2 2 2 2 4 4 4 4 4 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 438 68.27 438 135 4 3 5 4 2 6 6 5 5 1 3 7 7 7 7 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 2 2 0 2 2 2 2 4 4 4 4 4 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 438 68.27 438 136 4 3 5 4 2 6 6 5 5 1 3 7 7 7 7 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 2 2 2 0 2 2 2 4 4 4 4 4 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 438 68.27 438 137 4 3 5 4 2 6 6 5 5 1 3 7 7 7 7 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 2 2 2 2 0 2 2 4 4 4 4 4 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 438 68.27 438 138 4 3 5 4 2 6 6 5 5 1 3 7 7 7 7 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 2 2 2 2 2 0 2 4 4 4 4 4 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 438 68.27 438 139 4 3 5 4 2 6 6 5 5 1 3 7 7 7 7 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 2 2 2 2 2 2 0 4 4 4 4 4 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 438 68.27 438 140 4 3 5 4 2 6 6 5 5 3 1 7 7 7 7 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 4 4 4 4 4 4 4 0 2 2 2 2 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 442 67.66 442 041 4 3 5 4 2 6 6 5 5 3 1 7 7 7 7 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 4 4 4 4 4 4 4 2 0 2 2 2 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 442 67.66 442 042 4 3 5 4 2 6 6 5 5 3 1 7 7 7 7 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 4 4 4 4 4 4 4 2 2 0 2 2 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 442 67.66 442 043 4 3 5 4 2 6 6 5 5 3 1 7 7 7 7 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 4 4 4 4 4 4 4 2 2 2 0 2 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 442 67.66 442 044 4 3 5 4 2 6 6 5 5 3 1 7 7 7 7 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 4 4 4 4 4 4 4 2 2 2 2 0 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 442 67.66 442 045 4 5 3 6 6 2 4 7 7 7 7 1 3 5 5 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 0 2 2 2 2 2 2 2 2 4 4 4 4 4 4 4 6 6 6 6 6 6 6 6 6 6 6 6 6 426 70.20 426 046 4 5 3 6 6 2 4 7 7 7 7 1 3 5 5 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 2 0 2 2 2 2 2 2 2 4 4 4 4 4 4 4 6 6 6 6 6 6 6 6 6 6 6 6 6 426 70.20 426 047 4 5 3 6 6 2 4 7 7 7 7 1 3 5 5 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 2 2 0 2 2 2 2 2 2 4 4 4 4 4 4 4 6 6 6 6 6 6 6 6 6 6 6 6 6 426 70.20 426 048 4 5 3 6 6 2 4 7 7 7 7 1 3 5 5 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 2 2 2 0 2 2 2 2 2 4 4 4 4 4 4 4 6 6 6 6 6 6 6 6 6 6 6 6 6 426 70.20 426 049 4 5 3 6 6 2 4 7 7 7 7 1 3 5 5 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 2 2 2 2 0 2 2 2 2 4 4 4 4 4 4 4 6 6 6 6 6 6 6 6 6 6 6 6 6 426 70.20 426 050 4 5 3 6 6 2 4 7 7 7 7 1 3 5 5 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 2 2 2 2 2 0 2 2 2 4 4 4 4 4 4 4 6 6 6 6 6 6 6 6 6 6 6 6 6 426 70.20 426 051 4 5 3 6 6 2 4 7 7 7 7 1 3 5 5 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 2 2 2 2 2 2 0 2 2 4 4 4 4 4 4 4 6 6 6 6 6 6 6 6 6 6 6 6 6 426 70.20 426 052 4 5 3 6 6 2 4 7 7 7 7 1 3 5 5 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 2 2 2 2 2 2 2 0 2 4 4 4 4 4 4 4 6 6 6 6 6 6 6 6 6 6 6 6 6 426 70.20 426 053 4 5 3 6 6 2 4 7 7 7 7 1 3 5 5 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 2 2 2 2 2 2 2 2 0 4 4 4 4 4 4 4 6 6 6 6 6 6 6 6 6 6 6 6 6 426 70.20 426 054 4 5 3 6 6 2 4 7 7 7 7 3 1 5 5 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 4 4 4 4 4 4 4 4 4 0 2 2 2 2 2 2 6 6 6 6 6 6 6 6 6 6 6 6 6 430 69.54 430 055 4 5 3 6 6 2 4 7 7 7 7 3 1 5 5 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 4 4 4 4 4 4 4 4 4 2 0 2 2 2 2 2 6 6 6 6 6 6 6 6 6 6 6 6 6 430 69.54 430 056 4 5 3 6 6 2 4 7 7 7 7 3 1 5 5 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 4 4 4 4 4 4 4 4 4 2 2 0 2 2 2 2 6 6 6 6 6 6 6 6 6 6 6 6 6 430 69.54 430 057 4 5 3 6 6 2 4 7 7 7 7 3 1 5 5 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 4 4 4 4 4 4 4 4 4 2 2 2 0 2 2 2 6 6 6 6 6 6 6 6 6 6 6 6 6 430 69.54 430 058 4 5 3 6 6 2 4 7 7 7 7 3 1 5 5 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 4 4 4 4 4 4 4 4 4 2 2 2 2 0 2 2 6 6 6 6 6 6 6 6 6 6 6 6 6 430 69.54 430 059 4 5 3 6 6 2 4 7 7 7 7 3 1 5 5 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 4 4 4 4 4 4 4 4 4 2 2 2 2 2 0 2 6 6 6 6 6 6 6 6 6 6 6 6 6 430 69.54 430 060 4 5 3 6 6 4 2 7 7 7 7 3 1 5 5 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 4 4 4 4 4 4 4 4 4 2 2 2 2 2 2 0 6 6 6 6 6 6 6 6 6 6 6 6 6 430 69.54 430 061 4 5 3 6 6 4 2 7 7 7 7 5 5 1 3 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 0 2 2 2 2 2 2 2 4 4 4 4 4 434 68.90 434 062 4 5 3 6 6 4 2 7 7 7 7 5 5 1 3 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 2 0 2 2 2 2 2 2 4 4 4 4 4 434 68.90 434 063 4 5 3 6 6 4 2 7 7 7 7 5 5 1 3 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 2 2 0 2 2 2 2 2 4 4 4 4 4 434 68.90 434 064 4 5 3 6 6 4 2 7 7 7 7 5 5 1 3 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 2 2 2 0 2 2 2 2 4 4 4 4 4 434 68.90 434 065 4 5 3 6 6 4 2 7 7 7 7 5 5 1 3 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 2 2 2 2 0 2 2 2 4 4 4 4 4 434 68.90 434 066 4 5 3 6 6 4 2 7 7 7 7 5 5 1 3 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 2 2 2 2 2 0 2 2 4 4 4 4 4 434 68.90 434 067 4 5 3 6 6 4 2 7 7 7 7 5 5 1 3 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 2 2 2 2 2 2 0 2 4 4 4 4 4 434 68.90 434 068 4 5 3 6 6 4 2 7 7 7 7 5 5 1 3 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 2 2 2 2 2 2 2 0 4 4 4 4 4 434 68.90 434 069 4 5 3 6 6 4 2 7 7 7 7 5 5 3 1 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 4 4 4 4 4 4 4 4 0 2 2 2 2 440 67.96 440 070 4 5 3 6 6 4 2 7 7 7 7 5 5 3 1 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 4 4 4 4 4 4 4 4 2 0 2 2 2 440 67.96 440 071 4 5 3 6 6 4 2 7 7 7 7 5 5 3 1 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 4 4 4 4 4 4 4 4 2 2 0 2 2 440 67.96 440 072 4 5 3 6 6 4 2 7 7 7 7 5 5 3 1 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 4 4 4 4 4 4 4 4 2 2 2 0 2 440 67.96 440 073 4 5 3 6 6 4 2 7 7 7 7 5 5 3 1 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 4 4 4 4 4 4 4 4 2 2 2 2 0 440 67.96 440 0

Contrastatus 266 267 267 300 310 304 306 357 351 367 371 355 359 362 368 427 427 427 427 427 427 427 422 422 422 422 422 422 422 422 422 422 437 437 437 437 437 437 437 442 442 442 442 442 426 426 426 426 426 426 426 426 426 430 430 430 430 430 430 430 434 434 434 434 434 434 434 434 440 440 440 440 440 29904 36

Converted Distance = 29904 Absolute Prestige = 36

Page 156

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APPENDIX I __________________________________________________________________________________________

Page 157

Table of Results Lostness/ Efficiency Indicator All 107 results ordered by visited nodes red site All 107 results ordered by visited nodes blue site

Site

Preference

Visited

nodes red site

Lostness & Efficiency Indicator

Task time red site

Site

Preference

Visited

nodes blue site

Lostness & Efficiency Indicator

Task time blue site

Blue 9 1.00 40 Blue 8 0.88 59 Red 10 0.90 59 Blue 9 0.78 30 Red 10 0.90 89 Blue 9 0.78 49 Red 10 0.90 244 Blue 9 0.78 73 Blue 10 0.90 104 Blue 9 0.78 109 Blue 10 0.90 100 Blue 10 0.70 86 Red 10 0.90 70 Blue 10 0.70 68 Blue 10 0.90 63 Blue 10 0.70 79 Red 11 0.82 81 Blue 10 0.70 76 Blue 12 0.75 168 Blue 10 0.70 124 Blue 12 0.75 181 Blue 10 0.70 142 Blue 12 0.75 72 Blue 10 0.70 134 Blue 12 0.75 121 Blue 10 0.70 99 Blue 13 0.69 235 Blue 10 0.70 71 Red 13 0.69 74 Red 11 0.64 202 Blue 13 0.69 139 Blue 11 0.64 130 Red 13 0.69 200 Blue 11 0.64 148 Red 13 0.69 89 Blue 11 0.64 194 Blue 13 0.69 424 Blue 11 0.64 72 Blue 13 0.69 181 Blue 11 0.64 49 Blue 13 0.69 117 Red 11 0.64 198 Red 13 0.69 99 Blue 11 0.64 88 Red 13 0.69 97 Blue 11 0.64 51 Red 13 0.69 80 Blue 12 0.58 144 Red 13 0.69 69 Blue 12 0.58 153 Red 13 0.69 112 Blue 12 0.58 83 Blue 13 0.69 75 Blue 12 0.58 151 Blue 13 0.69 217 Blue 12 0.58 65 Red 13 0.69 84 Red 12 0.58 205 Red 13 0.69 152 Red 12 0.58 127 Red 13 0.69 145 Blue 12 0.58 79 Red 13 0.69 123 Blue 12 0.58 140 Red 13 0.69 158 Blue 12 0.58 97 Blue 14 0.64 191 Red 12 0.58 164 Blue 14 0.64 86 Blue 12 0.58 90 Blue 14 0.64 129 Blue 13 0.54 108 Red 14 0.64 76 Blue 13 0.54 108 Blue 14 0.64 72 Blue 13 0.54 153 Blue 14 0.64 65 Blue 13 0.54 152 Blue 14 0.64 222 Blue 13 0.54 152 Blue 14 0.64 95 Blue 13 0.54 93 Red 14 0.64 175 Blue 13 0.54 100 Red 14 0.64 158 Blue 13 0.54 94 Red 14 0.64 72 Blue 13 0.54 91 Blue 14 0.64 114 Red 13 0.54 261 Blue 15 0.60 274 Blue 13 0.54 92 Blue 15 0.60 274 Red 13 0.54 105 Blue 15 0.60 118 Blue 13 0.54 122 Blue 15 0.60 173 Blue 13 0.54 127 Blue 16 0.56 106 Blue 13 0.54 195 Blue 16 0.56 106 Red 13 0.54 151 Red 16 0.56 147 Blue 13 0.54 120 Blue 16 0.56 116 Blue 13 0.54 94

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APPENDIX I __________________________________________________________________________________________

Page 158

All 107 results ordered by visited nodes red site All 107 results ordered by visited nodes blue site

Site

Preference

Visited

nodes red site

Lostness & Efficiency Indicator

Task time red site

Site

Preference

Visited

nodes blue site

Lostness & Efficiency Indicator

Task time blue site

Blue 16 0.56 175 Blue 13 0.54 141 Blue 16 0.56 147 Blue 13 0.54 110 Blue 16 0.56 140 Blue 14 0.50 144 Blue 16 0.56 135 Blue 14 0.50 156 Blue 16 0.56 117 Red 14 0.50 137 Blue 16 0.56 176 Red 14 0.50 166 Blue 16 0.56 257 Red 14 0.50 93 Blue 16 0.56 507 Red 14 0.50 100 Blue 16 0.56 384 Red 14 0.50 118 Red 16 0.56 183 Blue 14 0.50 146 Blue 16 0.56 102 Blue 14 0.50 69 Blue 17 0.53 104 Red 14 0.50 126 Blue 17 0.53 126 Red 14 0.50 72 Blue 17 0.53 281 Blue 15 0.47 123 Red 17 0.53 188 Blue 15 0.47 91 Red 17 0.53 168 Blue 15 0.47 65 Blue 17 0.53 142 Blue 15 0.47 90 Blue 17 0.53 129 Blue 15 0.47 105 Red 17 0.53 248 Blue 15 0.47 72 Blue 17 0.53 176 Red 15 0.47 122 Blue 17 0.53 58 Red 15 0.47 152 Blue 17 0.53 143 Blue 15 0.47 139 Blue 17 0.53 76 Blue 15 0.47 98 Blue 17 0.53 191 Blue 15 0.47 117 Blue 17 0.53 221 Blue 15 0.47 173 Blue 17 0.53 232 Blue 15 0.47 82 Blue 17 0.53 146 Blue 16 0.44 195 Blue 17 0.53 145 Blue 16 0.44 229 Blue 17 0.53 126 Red 16 0.44 132 Blue 17 0.53 122 Blue 16 0.44 106 Blue 17 0.53 169 Blue 16 0.44 135 Red 17 0.53 202 Blue 16 0.44 190 Blue 18 0.50 171 Blue 16 0.44 89 Blue 18 0.50 199 Blue 16 0.44 245 Blue 18 0.50 92 Blue 16 0.44 141 Red 18 0.50 169 Blue 16 0.44 343 Blue 18 0.50 359 Red 16 0.44 287 Blue 18 0.50 217 Red 17 0.41 196 Blue 18 0.50 281 Blue 17 0.41 176 Blue 18 0.50 199 Red 17 0.41 169 Red 18 0.50 136 Red 17 0.41 198 Red 19 0.47 146 Red 18 0.39 159 Blue 19 0.47 203 Red 19 0.37 199 Blue 20 0.45 252 Red 19 0.37 106 Blue 20 0.45 226 Blue 21 0.33 107 Blue 20 0.45 285 Blue 25 0.28 199 Blue 20 0.45 512 Red 26 0.27 390 Blue 20 0.45 339 Red 27 0.26 376 Red 20 0.45 196 Red 34 0.21 348 Blue 21 0.43 189 Red 35 0.20 458 Blue 21 0.43 393 Red 38 0.18 209 Blue 21 0.43 163 Red 38 0.18 528 Red 26 0.35 270 Red 45 0.16 215 Blue 27 0.33 322 Red 50 0.14 433

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APPENDIX J

Experimental Data Set ________________________________________________________________________

Note: Legend on last page Page 159

General Information Red Web site – Strict Hierarchy Blue Web site – Heavily Cross-linked Gender Age Exp with

WWW Exp with Computer

Prefer

Red or Blue First

Lost rating

Back facility usage

History facility usage

Comfort rating

Nodes visited

Task time

Lost rating

Back facility usage

History facility usage

Comfort rating

Nodes visited

Task time

0 1 3.73 4.5 0 1 0.93 4.23 1.23 1.37 17 104 0.87 3.87 0.06 3.93 13 1081 1 2.16 1.96 0 0 0.07 2.03 0 4.33 13 235 0.06 0.1 0 5 13 1081 2 2.93 2.8 0 0 0.83 5 0.13 0.67 27 322 0.6 0 0 4.8 13 1530 1 2.57 2.5 0 1 0 4 0.13 3.1 21 189 0 0 0 5 14 1440 3 2.9 3.3 0 0 0.23 4.87 0.03 4.83 14 191 0.07 0.17 0.03 4.93 14 1560 1 3.63 3.87 0 0 1.63 3.43 0 3.3 15 274 0.2 0.07 0 3.53 13 1520 1 4.47 4.73 0 0 0.53 4.63 0 4 14 86 1.2 4.86 0 4.43 15 1230 1 3.5 3.57 0 0 1.37 3.23 3.47 2.7 14 129 0.73 0.87 0.43 3.17 12 1440 1 3.37 4.3 0 1 2.17 1.37 0.1 1.6 20 252 0.03 0.4 0 1.47 12 1531 4 0.63 2.4 0 1 3.37 4.3 0 1.27 20 226 3.03 1.4 0 1.3 16 1950 1 5 5 1 0 0.73 0.63 0.63 0.63 10 59 0 0 1.03 5 14 1370 3 3.07 3.77 1 1 0.03 3.6 0.7 3.97 13 74 0.73 2.83 0 2.1 14 1660 4 2.27 3.73 0 1 1.27 2.83 0.03 4.43 15 274 0.43 0.23 0.03 4.9 13 1520 2 0.73 3 0 1 0.23 3.57 0.03 3.93 21 393 0.53 1.7 0.23 3.86 13 930 1 5 5 0 1 1.5 5 0 3.67 17 126 2.43 5 0 2.5 15 910 1 2.57 2.63 0 0 1.2 4 0 2.3 17 281 0.5 0.7 0 4.27 13 1001 4 0.6 2.33 0 0 2.03 3.8 0 4.33 12 168 0.93 0.5 0 4 12 830 1 3.7 4.2 1 1 1.77 3.73 1.57 3.77 17 188 4.23 4.5 0.17 0.63 19 1990 1 3.73 4.2 1 0 0.86 3.53 0.06 3.43 26 270 2.7 1.33 0.16 3.23 45 2150 1 3.66 3.66 1 0 1.33 3 0.1 4 17 168 1.06 0.23 0.23 1.33 38 2091 4 1.8 3.2 0 1 1.3 2.76 0.1 3.9 17 142 3.33 4.2 0.03 4 16 2291 1 3.16 3.4 0 1 3.46 4.86 0.3 3.86 18 171 2.46 4.96 0.08 2.56 25 1991 1 4.76 4.76 0 0 0 4.1 0 4.46 13 139 0 0 0 5 13 941 1 4.6 4 1 0 0 4.8 0 5 19 146 2.6 4.9 0 2.8 14 930 2 4.96 4.96 0 0 0.13 3.36 4 3.8 17 129 0.56 1.53 0.8 3.76 13 911 1 4.96 4.1 0 1 0.1 0 0 5 12 181 0.36 0.86 0 5 12 1511 5 0.53 3.56 1 0 1.96 4.26 0 2.4 17 248 0.16 0.26 0.06 0.7 17 1961 2 1.36 2.96 0 0 3.3 4.4 0.03 3.46 18 199 3.7 0.15 0.06 2.58 12 651 1 2.4 3.06 0 1 1.93 3.53 0 3.63 17 176 2.13 1.53 0 3.3 17 176

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APPENDIX J

Experimental Data Set ________________________________________________________________________

Note: Legend on last page Page 160

General Information Red Web site – Strict Hierarchy Blue Web site – Heavily Cross-linked Gender Age Exp with

WWW Exp with Computer

Prefer

Red or Blue First

Lost rating

Back facility usage

History facility usage

Comfort rating

Nodes visited

Task time

Lost rating

Back facility usage

History facility usage

Comfort rating

Nodes visited

Task time

0 2 3.4 3.33 1 0 0.73 0.66 0.5 3.63 10 89 3.86 0.7 0 4.13 11 2020 3 3.16 3.63 1 0 0.06 3.66 0 4.76 13 200 0.53 3.46 0.83 3.8 16 1320 2 1.76 2.8 1 1 4.9 3.16 0.03 4.4 13 89 3.16 0.36 0 4.16 13 2610 1 3.73 3.96 1 1 1.96 4.1 2.83 1.73 10 244 2 0.33 0 2.63 12 2050 3 4.9 4.9 0 0 0.13 2.56 0.06 4.93 16 106 0.06 0.63 0.1 4.93 15 650 4 1.96 2.4 0 1 0.66 4.06 1.06 4.03 17 58 0.21 1.16 0.46 3.86 9 300 1 1.56 2.46 0 1 2.93 5 0 2.43 16 106 2.6 0 0 2.53 16 1060 1 3.23 5 0 0 3.41 5 0.96 1.63 13 424 0 0.33 0 5 10 860 1 3.8 3.83 0 1 3.36 4.96 0 1.03 13 181 1.06 0.43 0 0.8 13 920 2 3.03 3.03 1 1 0.6 4.46 0.3 3.8 14 76 2.9 0.73 0 3.83 13 1050 2 2.36 3.13 1 1 0.06 4.8 0.06 4.13 16 147 2.8 1.66 0 2.4 27 3761 2 1.4 2.5 0 0 2.93 4.8 0 2.03 13 117 3.2 1.23 0 3.86 16 1351 2 0.7 2.56 1 1 0.1 4.73 0.03 4 11 81 4.53 0.1 0.03 0.46 12 1270 2 2.26 4.1 0 0 0.66 4.1 0.05 4.73 10 104 3.43 0.36 0.05 4.76 10 681 1 1.26 1.8 0 1 2.7 5 0 0 14 72 0 0 0 5 8 591 3 3.9 4.76 0 1 2.6 4.8 0 1.4 18 92 0.23 0 0 4.33 9 490 1 4.33 3.1 0 1 2.23 4.93 0.06 1.33 17 143 0.73 4.96 0.06 3.33 13 1220 1 2.16 2.16 0 0 0.03 2.6 0.03 5 16 116 0.03 0.93 0.03 5 10 790 3 0.08 2.23 0 1 4.93 4.98 0.1 1.56 16 175 4.93 0.05 0 5 13 1270 1 3.4 4.03 0 1 1.93 4.03 0.03 2.43 17 76 2.5 2.5 0.03 2.26 10 760 4 0.8 1.96 0 0 0 3.1 0 4.5 10 100 0 0.06 0 4.6 11 1300 5 4 3.93 0 1 0.26 3.66 0.1 3.13 17 191 0.6 3.1 0.1 3.83 13 1950 1 5 5 0 0 0 2.66 0 2.7 16 147 0.13 1.26 0 4.06 9 730 1 4.26 4.41 0 0 0.2 4.96 0 1.3 16 140 0.3 2.46 0 3.41 11 1480 3 0.86 1.43 0 0 3.86 4.83 0.06 2.5 17 221 2 0.8 0.03 3.8 10 1240 1 2.6 3.6 1 0 0.03 5 1.3 3.66 13 99 1.86 0 0 3.13 19 1060 1 4 4.3 0 1 0.13 4.03 0 1.4 14 65 1.36 1.3 0 2.13 15 900 1 3.66 4.33 0 0 2.13 4.53 0.1 1.66 14 222 1.43 0.56 0.13 3.06 16 1900 1 4.5 3.93 0 1 2 2.6 0 1.08 16 135 0.63 0 0 1.16 11 194

Page 172: THE EFFECT OF WEB SITE STRUCTURE ONinfotech.scu.edu.au/wsmart/documents/Effects_of_Structure.pdf · To my friends, who offered suggestions, read drafts of chapters and dragged me

APPENDIX J

Experimental Data Set ________________________________________________________________________

Note: Legend on last page Page 161

General Information Red Web site – Strict Hierarchy Blue Web site – Heavily Cross-linked Gender Age Exp with

WWW Exp with Computer

Prefer

Red or Blue First

Lost rating

Back facility usage

History facility usage

Comfort rating

Nodes visited

Task time

Lost rating

Back facility usage

History facility usage

Comfort rating

Nodes visited

Task time

0 1 2.4 3.56 1 0 0.16 4.2 0 3.76 13 97 1.1 0.16 0.03 1.3 14 1000 1 3.73 4.9 1 1 0.6 4.2 0 2.96 13 80 3.1 0 0 1.43 14 1180 1 4.06 4.23 1 1 0.2 4.73 0.23 4.46 13 69 0.76 0.5 0.33 2.3 17 1690 1 3.56 3.63 1 1 0.8 3.9 0 4.9 13 112 0.8 4.36 0 3.1 17 1980 4 2.43 2.43 1 1 0.36 4.5 0.1 4.13 10 70 3.1 0.13 0.1 2.56 13 1510 1 3.8 4.1 0 0 0.03 1.8 0 4.93 16 117 0.33 0.26 0.03 4.53 13 1200 1 1.7 2.76 0 0 0.33 3.13 0 3.6 17 232 0.3 0.5 0 4.63 13 940 1 3.86 3.76 0 0 0.47 4.9 0.13 0.16 21 163 4.96 4.93 0.1 0.2 15 1050 1 4.43 4.83 0 0 1.03 2.86 0.2 3.13 13 75 0.76 2.83 0.23 2.63 15 721 1 2.43 3.33 0 0 2.03 3.26 0.3 2.9 14 95 1.5 2.06 2.53 2.9 16 890 1 3.03 3.1 0 1 1.83 4.2 4.26 4.1 17 146 0.26 3.9 0.16 4.2 13 1410 1 1.66 1.7 0 0 1.33 4.66 0.53 3.4 13 217 3.5 4.66 0.76 4.26 11 720 1 2.73 2.5 1 1 1.6 4.7 0 3.53 13 84 2.63 3 0 2.93 15 1220 1 2.5 2.53 0 1 2.36 4.16 0.5 0 16 176 0 0.76 0 3.83 13 1101 1 4.86 4.83 0 1 0 0.25 0 3.1 9 40 0 0 0 4.83 11 491 4 2.56 2.5 1 1 4.73 4.36 0 4.8 14 175 3.23 1.4 0 4.46 38 5281 2 0.3 0.6 1 1 2.53 4.76 0 4.46 13 152 4.73 2.53 0.03 4.1 35 4581 1 0.2 1.16 0 0 0.3 4.8 0 3.73 20 285 0.3 1 0 4.8 12 791 3 2.9 4.1 0 1 0.8 3.6 0.33 4.9 15 118 0.08 4.96 0.05 3.6 9 1090 1 3.86 3.23 1 1 0.1 4.5 0.03 4.66 13 145 0.9 0.2 0 1.9 15 1521 1 5 3.53 0 0 2.43 5 0 2.73 12 72 0 0 0 5 10 1421 3 1.53 5 0 1 3.16 4.2 0.1 1.86 16 257 2.4 3.7 0.1 3.7 15 1391 1 1.36 1.4 0 0 1.03 3.2 2.3 3.03 20 512 2.86 3.96 1.36 4.5 16 2451 1 0.06 0.96 0 0 1.5 4.07 0 2.53 16 507 1.33 0 0 3.56 12 1401 1 0.06 0.08 0 0 3.9 4.5 0.1 1.66 16 384 0.53 1.43 0.06 2.06 12 971 3 1.73 2.53 1 0 1.56 4.6 0.26 2.6 13 123 3.33 1.06 0.23 1.16 12 1641 4 2.3 4.8 1 0 3.73 4.16 0.1 3.93 14 158 3.46 4.5 0 3.76 18 1590 1 2.8 2.96 1 1 0.97 4.6 0.2 3.83 18 169 4.43 0.07 0.1 0.4 26 3900 2 2.3 2.3 0 0 2.37 4.9 0.07 4.95 18 359 1.2 2.87 0.07 1.23 14 146

Page 173: THE EFFECT OF WEB SITE STRUCTURE ONinfotech.scu.edu.au/wsmart/documents/Effects_of_Structure.pdf · To my friends, who offered suggestions, read drafts of chapters and dragged me

APPENDIX J

Experimental Data Set ________________________________________________________________________

Note: Legend on last page Page 162

General Information Red Web site – Strict Hierarchy Blue Web site – Heavily Cross-linked Gender Age Exp with

WWW Exp with Computer

Prefer

Red or Blue First

Lost rating

Back facility usage

History facility usage

Comfort rating

Nodes visited

Task time

Lost rating

Back facility usage

History facility usage

Comfort rating

Nodes visited

Task time

0 1 2.97 2.93 0 0 1.47 4.37 0.1 3.17 15 173 1.33 0.03 0.03 4.37 16 1410 1 2.53 3.36 0 0 1.76 1.27 0.26 0.97 20 339 3.4 0.2 0.2 2.46 12 900 1 2.76 2.66 1 1 3.03 2.53 0.63 1.4 16 183 3.3 2.03 0.47 1.4 11 1980 4 2.8 2.93 0 0 1.37 4.43 0.2 2.2 17 145 1.7 4.1 1 1.63 10 1340 1 3.76 4.5 1 1 0 4.95 0 4.3 14 72 4.83 0.26 0 0.33 50 4330 1 3.5 4.9 0 1 2.06 4.47 0.03 0.13 17 126 2.23 0.3 0.03 2.5 11 880 1 4.3 4.26 0 0 3.3 3.73 0.67 2.33 19 203 1.3 3.23 0.33 4.23 14 690 1 3.53 3.53 0 1 2.3 3.8 0.1 2.17 17 122 0.46 3.9 0.03 3.2 15 980 1 3.5 5 0 0 1.03 3.23 0 3.63 17 169 0.77 1.87 0 3.23 15 1170 1 3.43 3.6 1 0 0.6 4.1 0 4.2 20 196 2.5 0.1 0 2.73 14 1260 1 1.26 1.33 0 1 1.7 2 2.7 2.6 12 121 1.46 2.5 1.83 2.46 16 3430 1 1.8 1.77 0 0 1.16 4.97 0 3.73 18 217 1.47 0.43 0.03 4.07 15 1730 1 0 1.63 0 1 3.6 4.4 0 3.13 18 281 2.07 3.7 0 2.6 10 990 1 4.73 4.8 1 0 3.4 3.97 0.23 3.1 17 202 4.17 4.33 0.13 2.43 16 2870 1 3.3 3.33 0 0 0.13 4.5 0.07 4.77 18 199 0.03 0.7 0.05 4.87 11 510 1 4.57 4.63 0 0 3.23 3.43 0 2.4 10 63 0.97 0 0 3 21 1070 2 3.3 3.13 0 0 0.5 2.06 0.2 3.06 14 114 0.46 2.93 0.3 3.7 10 710 1 5 5 0 0 0 3.3 0 5 16 102 0 2.73 0 5 15 820 2 3.57 4.83 1 0 0.87 4.77 0 4.3 18 136 2.67 4.1 0 1.13 14 720 1 3.2 3.3 1 1 4.77 4.8 0.1 2.87 13 158 3 0.1 0.06 2.37 34 348

Legend Gender 0 = male; 1 = female Age 1 = 18-25; 2 = 26-32 Prefer 0 = Blue Web site Red or Blue First 0 = Red Web site first

3 = 33-40; 4 = 41-47 1 = Red Web site 1 = Blue Web site first 5 = Over 47