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Applying AHP to Web Navigation Design


  • Su-Hua Wang

    (Department of Information Management, Chung Hua University, Taiwan)

  • Che-Hung Lin

    (Department of Information Management, Chung Hua University, Taiwan)


Due to increasing popularity of the World Wide Web, web-based systems are widely used. Most corporate web sites try to enhance their usability by providing artistic web presentations. However, the design of web sites is not judged solely on an artistic basis. Two of the most important design criteria for web sites are access to web content and navigation architecture. This research proposes a platform for automatically evaluating the quality of web navigation architecture. Because of the hierarchical characteristics of web navigation design factors, the analytic hierarchy process (AHP) method is applied in the evaluation process. This paper describes both the application of the AHP method and the framework of the evaluation platform. Navigation strategies and navigation criteria are defined as the decision factors. Various navigation architectures are natural alternatives of the web architecture design. To provide an evaluation environment for web designs and SQA members, the AHP method is implemented in the evaluation platform to analyze the requirements conformance of web navigation architectures.

Suggested Citation

  • Su-Hua Wang & Che-Hung Lin, 2008. "Applying AHP to Web Navigation Design," Journal of Economics and Management, College of Business, Feng Chia University, Taiwan, vol. 4(1), pages 103-124, January.
  • Handle: RePEc:jec:journl:v:4:y:2008:i:1:p:103-124

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    References listed on IDEAS

    1. Patrick Bajari & Ali Horta├žsu, 2004. "Economic Insights from Internet Auctions," Journal of Economic Literature, American Economic Association, vol. 42(2), pages 457-486, June.
    2. Jeffrey C. Ely & Tanjim Hossain, 2009. "Sniping and Squatting in Auction Markets," American Economic Journal: Microeconomics, American Economic Association, vol. 1(2), pages 68-94, August.
    3. Lucking-Reiley, David, 2000. "Auctions on the Internet: What's Being Auctioned, and How?," Journal of Industrial Economics, Wiley Blackwell, vol. 48(3), pages 227-252, September.
    4. Dan Ariely & Axel Ockenfels & Alvin E. Roth, 2005. "An Experimental Analysis of Ending Rules in Internet Auctions," RAND Journal of Economics, The RAND Corporation, vol. 36(4), pages 890-907, Winter.
    5. David Lucking-Reiley, 2000. "Vickrey Auctions in Practice: From Nineteenth-Century Philately to Twenty-First-Century E-Commerce," Journal of Economic Perspectives, American Economic Association, vol. 14(3), pages 183-192, Summer.
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    More about this item


    navigation strategy; AHP; web navigation architecture;

    JEL classification:

    • M15 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - IT Management


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