Abstract:
Objective: The aim of the present research is to identify the role of the mental models of undergraduate students at Shiraz University in the process of browsing on e-commerce websites, considering their level of experience. Methodology: This research is applied in terms of its objective. The study sample includes 90 volunteer students from Shiraz University. Data collection tools included a researcher-made questionnaire to determine the level of experience and the completeness level of the users' mental models, and the recording and observation of event logs to extract browsing performance (success rate and time). Findings: The findings showed that there is a significant difference between users with different levels of mental model completeness in terms of browsing success rate. Users who have a more complete mental model have the highest success, while users with an incomplete mental model have the lowest success rate. On the other hand, there is a difference between experienced and inexperienced groups in terms of browsing performance, such that experienced users achieve higher success in browsing in less time compared to inexperienced users. In the grouping of individuals in terms of the integration of experience and mental model, the results showed that experienced users with a complete mental model have the highest success, and novice users with an incomplete mental model have the lowest success in browsing. Value/Originality: Despite the importance of understanding the status and completeness level of users' mental models regarding browsing capabilities and features, this issue has received less attention.
Machine summary:
Investigating the browsing performance of students in a web environment based on experience and the level of mental model completeness Maryam Zolfaghari , Mahdieh Mirzabeigi , Hajar Sotudeh Abstract: Submission Date: 14/ 5/96 _ Acceptance Date: 26/7/96 Objective: The objective of the present research is to identify the role of undergraduate students' mental models at Shiraz University in the process of browsing e-commerce websites, considering their level of experience.
Keywords: Mental model, mental model completeness level, experience, browsing search, e-commerce website Introduction In information retrieval systems, creating suitable conditions for interaction between users and the system is of great importance.
Furthermore, several factors such as individuals' educational and professional status, academic background, experience, the system interface environment, and the complexity of the search task can influence the completeness level of users' mental models in the process of information retrieval affect (Mirzabeigi, 1392).
It seems that the completeness level of individuals' mental models affects the understanding of a system, browsing and navigation within it, and the prediction of that system's behavior; therefore, given the extensive connection of users with information environments, especially in the web environment, the need for efficient interaction that facilitates the process of retrieving relevant resources is clearly felt.
The data collection tools included a researcher-made questionnaire to determine the level of experience and the completeness of the users' mental models, and the recording of event logs and observation of these files to extract browsing performance (success rate and time).
The results of "Zhang's" (2013) research also showed that experience is one of the factors affecting users' mental models and their search performance in information retrieval systems.
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