engleski

Analysing the Users' Perception of WEB Design Quality by Data Mining Tools (Case of Croatian online travel agencies)

Several authors (Park& Gretzel, 2007, Lee & Kozar, 2006, Gonzales & Palacios, 2004) indicated existing of different relative importance of each web site quality factor across e-business domains and between stakeholders. They also found the correlation between web site quality and e-business performance. The website with the highest quality produced the highest business performance. Therefore there are existing need for constantly monitor user's behavior and their requirements in different e-business sector towards better web site design. The aims of this research was exploring possibilities of classification data mining tools to support and automate process of discovering users` perception of web site design quality factors. In order to do that we collected 81 cases that serve as an input for inductive reasoning. We applied modified ID3 algorithm and induced the most informative attributes and rules describing users` perception of web design quality for online travel agency. The findings can provide the management and web designers with useful insights to enhance and refine their business performance.

web design quality; evaluation; online travel agency; inductive reasoning; data mining technique; classification; small and medium enterprises

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