The Relationship Between Users’ Cognitive Styles and Their Navigation Behaviors on the World Wide Web

Abstract

The purpose of this paper is to model users’ cognitive styles based on user web navigation patterns. The main aim is to investigate whether fuzzy clustering technique can group users in particular cognitive styles by means of psychometric test and navigation behavior analysis. Three navigation metrics are utilized to find identifiable groups of users that have similar navigation patterns in relation to their cognitive styles. Index of Learning questionnaire (ILS) is applied to extracting users’ cognitive styles. Users’ navigation behaviors are analyzed using a reproduced version of a brief introduction webpage of “Suishoujiâ€.