Toward the optimal link structure of the cyber shopping mall

Jinwoo Kim, Byunggon Yoo

Research output: Contribution to journalArticlepeer-review

36 Citations (Scopus)


This study aims at identifying the optimal link structure, which is an essential requirement for convenient and pleasant cyber shopping. To achieve the goal, this paper presents a research framework in which different types of links are hypothesized to cause different patterns of customer navigation, which in turn is expected to influence cognitive convenience and emotional pleasure of cyber shopping. Based on two dimension of links, link direction and link target, various links are classified into five types; NBR (Neighbourhood), PAR (Parent), TOP, NEP (Nephew), and IND (Index). Two consecutive experiments were conducted in order to evaluate the cognitive and emotional usability of various combinations of the five link types. Experimental results clearly indicated that different combinations of link types influenced customers' navigation patterns, which in turn had effects on the convenience and pleasure of shopping. It was found that the combination of NBR, TOP and IND generated the optimal link structure, whereas PAR and NEP rather decreased the degree of shopping pleasure and convenience. This paper concludes with its limitations and implications on the construction of effective cyber shopping malls.

Original languageEnglish
Pages (from-to)531-551
Number of pages21
JournalInternational Journal of Human Computer Studies
Issue number3
Publication statusPublished - 2000 Mar

Bibliographical note

Funding Information:
This research was funded by Soft Science Research Grant from Korean Ministry of Science and Technology. The authors appreciate cooperation from the members of the Human Computer Interaction Lab at Yonsei University, David Hahn and President K.H. Lee of Dacom Interpark.

All Science Journal Classification (ASJC) codes

  • Software
  • Human Factors and Ergonomics
  • Education
  • General Engineering
  • Human-Computer Interaction
  • Hardware and Architecture


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