Exposing Different Orientations of Website Users: An Exploratory Analysis using Q Methodology

The purpose of this study is to explore and conceptualize different cognitive patterns found among website users in accessing and using websites. Following procedures defined in Q methodology, twenty one graduate students were recruited and asked to classify thirty seven website usability measures in terms of personal importance, in using their university websites. Three different cognitive patterns in using websites are identified: (1) use-focused, (2) goal-focused and (3) information-focused. Use-focused group concerns mostly about easy navigational features, error-free functionalities, and so on while goal-focused cares for explicit segmentation for different functionality, education-specific content and features, etc. Information-focused desires integrated search functions, information protection, timely update, etc. This research successfully applies Q methodology in identifying different cognitive patterns in play in accessing and using websites. Results provide convincing evidence to support different cognitive patterns in using websites, and suggest that these patterns be recognized and managed in constructing and maintaining websites.