TAILIEUCHUNG - Contemporary Research in E-Marketing Volume 2 by Sandeep Krishnamurthy_4

Tham khảo tài liệu 'contemporary research in e-marketing volume 2 by sandeep krishnamurthy_4', kinh doanh - tiếp thị, quản trị kinh doanh phục vụ nhu cầu học tập, nghiên cứu và làm việc hiệu quả | 94 Porter developing a Web site UCD may actually lower the costs ofdesign by minimizing the number and severity of problems that are only discovered after the system has been developed. Just as important early detection of problems provides value to users by reducing system downtime and expensive maintenance costs. The concept of context of use is fundamental to understanding usability. For example a marketer may claim to have a very usable Web site. In fact it may only be usable in a certain range of contexts. Consider a Web site that allows travelers to quickly check flight availabilities and book frequently traveled routes with a single click. The Web site might be extremely usable for a business traveler who flies regularly but extremely unusable for a consumer wanting to plan a personal vacation. The context of use provides the frame of reference that allows the user to evaluate the usability or value of the system. Maguire 1999 argues that understanding the context in which a product is going to be used is essential to assessing the product s usability. The importance of context in understanding usability is reflected in the International Standards community by defining usability in terms of context. The ISO 9241 ISO 1997 standard defines usability as being the extent to which a product can be used by specified users to achieve specified goals with effectiveness efficiency and satisfaction in a specified context of use. When it comes to assessing usability users evaluate the effectiveness of the system in helping them accomplish their goals. However even though the usability definition suggests a narrowly defined range of users and usage situations individual differences in user goals expectations and experiences are inevitable. As a result usability perceptions are inherently subjective. Agarwal and Venkatesh 2002 argue that usability is not intrinsically objective in nature but rather is closely intertwined with an evaluator s personal interpretation of the

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