An empirical study of Web browsing behaviour : Towards an effective Website design

Research output: Journal Publications and Reviews (RGC: 21, 22, 62)21_Publication in refereed journalpeer-review

77 Scopus Citations
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  • Gek Woo Tan
  • Kwok Kee Wei

Related Research Unit(s)


Original languageEnglish
Pages (from-to)261-271
Journal / PublicationElectronic Commerce Research and Applications
Issue number4
Publication statusPublished - 2006


Prior studies have suggested that a good Website design which facilitates a user's Web browsing behaviour would generally lead to better user performance. In this research, we examine user Website behaviour as a way to understand Website design using a "think aloud" protocol analysis. Main theoretical contributions of this research are the illustration of the flow of cognitive processes during the Website browsing and the establishment of Website design dimensions - the meaning and content implied by Website content, its outward form, and the structure and navigation - in relation to user performance. © 2006 Elsevier B.V. All rights reserved.

Research Area(s)

  • Cognitive mapping, User performance, Wayfinding, Website design