Examining the Impacts of Website Complexities on User Satisfaction Based on the Task-Technology Fit Model: an Experimental Research using an Eyetracking Device

To get insights into how Internet users perceive the quality and user-friendliness of website design, this study intend to conduct a controlled experiment using an eye-tracking device to examine the effects of different levels of the three primary features of website complexity, namely the component, coordinative, and dynamic complexities on the satisfaction and intentions to reuse of website users. Additionally, in conjunction with the concept of website complexities, the task-technology fit theory (TTF) is adopted to develop a research framework to understand the behaviors of the website users. It is expected that the lower the users’ perceptions of website complexities will result in higher perception of the fit between a website and the tasks that the users intend to accomplish via the use of the website, which, in turn, may lead to higher user satisfaction and intend to reuse the website. Additionally, Internet users’ levels of technology readiness, familiarity, and online task characteristics are expected to have a significant moderating effect on the relationships between website complexities and the perceived level of task-technology fit. The research results are expected to provide insights into the relationships among website complexities, user satisfaction, and intention to reuse the websites.