DOI : https://doi.org/10.18517/ijaseit.1.3.63

The Use of Fuzzy Logic System in Determining Preferences toward GUI Design for E-Commerce Website

Oras F. Baker (1), Kasthuri Subaramaniam (2), Wong Shu Mee (3)
(1) Faculty of Management and Information Technology, UCSI University Kuala Lumpur, Malaysia
(2) Faculty of Management& Information Technology, UCSI University Kuala Lumpur, Malaysia
(3) Faculty of Management& Information Technology, UCSI University Kuala Lumpur, Malaysia
Fulltext View | Download
How to cite (IJASEIT) :
Baker, Oras F., et al. “The Use of Fuzzy Logic System in Determining Preferences Toward GUI Design for E-Commerce Website”. International Journal on Advanced Science, Engineering and Information Technology, vol. 1, no. 3, June 2011, pp. 302-6, doi:10.18517/ijaseit.1.3.63.
Citation Format :
This paper presents the findings of a survey that correlate human personality types with the preferences towards graphical user interface (GUI) design for e-commerce website. Myers-Briggs Type Indicator (MBTI) inventory is the personality instrument used to conduct personality test on human beings in this study. The targeted sample is the students from UCSI University KL Campus. They are first group into one of the sixteen MBTI personality types, and then they are further grouped into one of the four Myers-Briggs temperaments. 2 types of surveys are imposed: the Personality and Preferences Questionnaire (PPQ) which aim to figure out the correlation; and User Evaluation Questionnaire (UEQ) which is conducted online is used to collect user feedbacks on the resultant website prototypes. Fuzzy logic theory together with the data collected during PPQ is implemented into ANFIS systems to come out with inferences about whether or not the suggested correlation exists. Conclusion drawn from this study is that human's personality type does affect some of the preference towards website elements (website layout and font type used), but not all.

Authors who publish with this journal agree to the following terms:

    1. Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
    2. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
    3. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).