Toward the optimal link structure of the cyber shopping mall

This study aims at identifying the optimal link structure, which is an essential requirement for convenient and pleasant cyber shopping. To achieve the goal, this paper presents a research framework in which different types of links are hypothesized to cause different patterns of customer navigation, which in turn is expected to influence cognitive convenience and emotional pleasure of cyber shopping. Based on two dimensions of links, link direction and link target, various links are classified into five types; NBR (Neighbourhood), PAR (Parent), TOP, NEP (Nephew), and IND (Index). Two consecutive experiments were conducted in order to evaluate the cognitive and emotional usability of various combinations of the five link types; Experimental results clearly indicated that different combinations of link types influenced customers' navigation patterns, which in turn had effects on the convenience and pleasure of shopping. It was found that the combination of NBR, TOP and IND generated the optimal link structure, whereas PAR and NEP rather decreased the degree of shopping pleasure and convenience. This paper concludes with its limitations and implications on the construction of effective cyber shopping malls. (C) 2000 Academic Press.