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Preliminary Examination of Global Expectations of Users' Mental Models for E-Commerce Web Layouts (16 Jul 2004)
Preliminary results of an online global survey to investigate user expectations of standard e-commerce web objects are presented. The web objects included Back to Home, Advertisements, Internal Links, External Links, Shopping Cart, and Help. Participants were asked to position each object on a blank web page in the location where they would expect it to be found. Comparisons of the responses from users from four geographical areas worldwide show that, in general, participants had similar expectations on the location of the web objects. Implications for designers of international web sites are discussed.
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