The advent of the Internet has provided an unprecedented platform for people to acquire knowledge and explore information. There are 1.73 billion Internet users worldwide as of September 2009, an increase of 18 percent since 2008 .The fast-growing number of Internet users also presents huge business opportunities to firms. the increasing demands from online customers, firms are heavily investing in the development and maintenance of their websites. InternetRetailer reports that the overall website operations spending increased in 2007, with one-third of site operators hiking spending by at least 11 percent, compared to that in 2006. Despite the heavy and increasing investments in website design, it is still revealed, however, that finding desired information in a website is not easy and designing effective websites is not a trivial task. . Galletta et al. indicate that online sales lag far behind those of brickand mortar stores and at least part of the gap might be explained by a major difficulty users encounter when browsing online stores. Palmer highlights that poor website design has been a key element in a number of high profile site failures. having difficulty in locating the targets are very likely to leave a website even if its information is of high quality. A primary cause of poor website design is that the web developers’ understanding of how a website should be structured can be considerably different from those of the users. Such differences result in cases where users cannot easily locate the desired information in a website. This problem is difficult to avoid because when creating a website, web developers may not have a clear understanding of users’ preferences and can only organize pages based on their own judgments. This problem is difficult to avoid because when creating a website, web developers may not have a clear understanding of users’ preferences and can only organize pages based on their own judgments. The measure of website effectiveness should be the satisfaction of the users rather than that of the developers. Webpages should be organized in a way that generally matches the user’s model of how pages should be organized
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