The Information Architecture of E-Commerce: An Experimental Study on User Performance and Preference

Too often, designers of e-commerce web sites use models, concepts, guidelines, and designs that focus on the artifacts while ignoring the context in which the artifacts will be used. Furthermore, the link between culture and usability in web site IA phenomenon is still considered as uncharted area, as it lacks much theoretical consideration. In an effort toward addressing the aforementioned issues, our study provides a theoretical and empirical link between cultural and usability through the application of 'Venustas' (Delight) drawn from the architectural field and Hofstede's cultural dimensions. We use Islamic culture as the case study and report on the experiment to investigate the effect of the IA designs based on the cultural dimensions on e-commerce web sites. The result provides partial empirical support to the theorized link between culture and usability based on the usability measurement on user performance and preference. In addition, practical web site IA cultural design prescriptions are also provided.