Iowa State University Capstones, Theses and Retrospective Theses and Dissertations Dissertations
1-1-2003
A classification of user interface metaphors in B2C ecommerce website design
Vanitha Alagirisamy Iowa State University
Follow this and additional works at: https://lib.dr.iastate.edu/rtd
Recommended Citation Alagirisamy, Vanitha, "A classification of user interface metaphors in B2C ecommerce website design" (2003). Retrospective Theses and Dissertations. 19889. https://lib.dr.iastate.edu/rtd/19889
This Thesis is brought to you for free and open access by the Iowa State University Capstones, Theses and Dissertations at Iowa State University Digital Repository. It has been accepted for inclusion in Retrospective Theses and Dissertations by an authorized administrator of Iowa State University Digital Repository. For more information, please contact [email protected]. A classification of user interface metaphors in B2C ecommerce website design
by
Vanitha Alagirisamy
A thesis submitted to the graduate faculty
in partial fulfillment of the requirements for the degree of
MASTER OF FINE ARTS
Major: Graphic Design
Program of Study Committee: Sungyun Ryoo Kang Roger Baer Scott Chadwick
Iowa State University
Ames, Iowa
2003
Copyright D Vanitha Alagirisamy, 2003. All rights reserved. 11
Graduate College Iowa State University
This is to certify that the master's thesis of
Vanitha Alagirisamy has met the thesis requirements of Iowa State University
Signatures have been redacted for privacy TABLE OF CONTENTS
LIST OF FIGURES v
LIST TABLES vii
LIST OF V'i~EBSITES V111
ABSTRACT ix
CHAPTER 1. INTRODUCTION 1
CHAPTER 2. METHODOLOGY 6 Process 6 Measuring The Reliability of the Research 8 Process of Reliability 8 Thesis Organization 10
CHAPTER 3. LITER.ATI;TRE REVIEW 11 Ecommerce 11 Generations of Websites 12 Ecommerce Classifications 13 Customer's Expectations 15 Branding 17 Shift from Market Place to Market Space 17 Web Statistics 18 Search Engines 18 User Interface 20 User interface in Computer Systems 21 User Interface and Usability 21 Usability and Business Benefits 23 Usage of Graphics on the Websites for Effective Usability 24 Navigation 25 Theories of Metaphors that can be Applied to Ecommerce Websites 27 Metaphor and Truth 31 Literal Versus Figurative 32 Metaphors on the Web 32 Reasons to the Use of Metaphors 36 Metaphors and Paradox 37 Studies on the Use of Metaphors 38 Web Metaphors Versus Desktop Metaphors 40 Information Architecture 40 Summary 42 1V
CHAPTER 4. ANALYSIS 43 Classification of Metaphors 44 Organizational Metaphors 46 Structural Metaphors 46 Navigational Metaphors 52 Location as Metaphor 54 Iconic Metaphors 5 S Hyperlinks 61 Visual Metaphors 62 Symbolic Metaphors 64 Personalization 67
CHAPTER 5. RESULTS FINDINGS A~TD DISCUSSIONS 71 Analysis Matrix 71 Comparative Study 74 Overuse of User Interface Metaphors in B2C Ecommerce ~Vebsites 79 New Metaphors 79 Are the Existing Metaphors in Ecommerce Websites Appropriate 80 Summary 81
CHAPTER 6. CONCLUSION 82 Limitations 84 Future Study gs
APPENDIX A. USER TEST 87
APPENDIX B. SNAP SHOT OF TOP TEN WEBISTES 95
BIBLIOGRAPHY 114
ACKNOWLEDGEMENTS 117 V
LIST OF FIGURES
Figure 4.1 User interface metaphor classifications 45
Figure 4.2 Organizational metaphors 48
Figure 4.3 Indexical metaphor as a primary navigation- 48 v~~vvw.amazon.com
Figure 4.4 Indexical metaphor and navigation- v~~vvw.bn.com 48
Figure 4.5 Structural metaphor, category two- vc~wv.priceline.com 53
Figure 4.6 Structural metaphor category two- www.ebay.com 53
Figure 4.7 Iconic metaphors help to work smarter 56
Figure 4.8 Iconic metaphors that have a special concept 56
Figure 4.9 Iconic metaphors that save space S 7
Figure 4.10 Icons of immediate recognition S 8
Figure 4.11 Icons that help better recall S 8
Figure 4.12 Icon metaphors with global interface 59
Figure 4.13 Interesting iconic metaphors 59
Figure 4.14 Examples of Iconic metaphors 59
Figure 4.15 Examples of Iconic metaphors 60
Figure 4.16 Left side/ Secondary form of navigation 60
Figure 4.17 Example of visual metaphors 63
Figure. 4.18 Example for personalization on amazon.com 67
Figure 4.18 Examples of symbolic metaphors 69
Figure 5.1 Graph showing the usage of the categorized metaphors in the 72 top 10 ecommerce website V1
Figure 5.2 Graph showing the usage of the categorized metaphors in the 75 next 10 ecommerce website
Figure 5.3 Comparative analysis of the use of metaphors in the to 20 75 websites
Figure 5.4 Showing structural and iconic metaphors in ecommerce 77 websites
Figure 5.5 Showing visual and symbolic metaphors in e-commerce 77 websites
Figure 5.6 Showing navigational metaphors in ecommerce websites 78
Figure 5.7 Showing iconic metaphors in ecommerce websites 78 Vll
LIST OF TABLES
Table 1 Analysis showing the usage of user interface 72 metaphors by the top five ecommerce websites.
Table 2 Analysis showing the usage of user interface 72 metaphors by the next five ecommerce websites.
Table 3 Reliability user test results 76 LIST OF WEBISTES
http ://v~►~ww. amazon.com
http://v~~vvw.half.com
http: i/v~~vvw. eb ay. com
http: //w►~wvv. bn.com
http: //v~►~►~vw. ubi d
http://www.netflix.com
http ://v~~vwv.priceline.com http ://v~►~ww. h s n. c o m http ://v~►~ww.buy. com http: //~►ni~vw. cdnow. com http: //v~~vvw. drugstore. com http://u~vvw.stamps.com http://v~~vvw. bigzoo.com http://v~~vvw. real.com http ://v~~ww. 1800flowers.com http://v~~wv. vistaprint.com http://u~vvw. classmates.com http://u~vvw. keen. com http://wv~vw. western union.com 1X
ABSTRACT
The role of metaphors in B2C ecommerce user interface design, why it is considered so important and how they could be classified is discussed in this paper. ~Jser interface design requires designing metaphors according to the essentials terms and concepts and images representing data, tasks roles, organizations and people. This study begins with an overview of the nature of metaphors from its humble beginning as a literary device to its present status as fundamental aspect of human intelligence. The aim of this study is to classify the user interface metaphors in B2C ecommerce website for ease of understanding them. As a process, series of websites are taken as examples and analyzed of the use of user interface metaphors and the frequency of metaphor usage. The research methods include analyzing the
twenty B2C ecommerce websites published in 2000, for the extent of metaphor usage, through analysis matrix and graphs. This research classifies the user interface metaphors into two broad categories; organizational metaphors and visual metaphors. Organizational metaphors are further classified as structural and navigational metaphors and visual metaphors are classified as symbolic metaphors and personalization. The outcome of this study would aid researchers and designers in creating ecommerce websites. 1
CHAPTER 1
INTRODUCTION
The Internet plays a vital role in all aspects of today. From its creation in 1983 it grew rapidly beyond its largely academic origin, into an increasingly commercial and popular medium. By the mid-1990's the Internet connected millions of computers and by the late
1990's the Internet was flourishing.l
According to Merriam Webster's ~'ollegiate Dictionary, the word "internet" means, "an electronic communications network that connects computer networks and organizational computer facilities around the world."2 Yet another definition given by Anita Rosen in her book, 7~he E-Commerce Question and Answer Book, defines Internet as "a facility, which provides one with the technical infrastructure to enable an online presence." She adds that the
Internet is a "technical structure" enabling people around the world to gain access to the
World Wide Web (WWW). Elaborating further, she says that the Internet is a global network, which is made up of smaller networks, linking millions of computers around the world, through telecommunication infrastructure.3
The exponential growth of Internet and the evolution of technological capabilities, all transformed the way business is being conducted. This transformation of the way goods and services of a company is delivered and received on the web is called ecommerce. With
Internet service, browser and a computer, millions of World Wide Web customers today, can
~ Cerf Leiner, Kahn Clark, Lynch Kleinrock, Roberts Postel, Wolff. "A brief History of the Internet" http://www.isoc.org/internet/history/brief/html (accessed Oct S, 2001). ` Merrian Webster Dictionary. p 612. 2 go online to buy and sell goods and services at any time and at any place. The success of electronic commerce is obvious on the value of online transaction taking place ranging from billions of dollars today.4
To enable effective. navigation on ecommerce websites, interface design plays a very important role. Studies have proved that the use of metaphors is effective in user interface design if utilized well. In its simplicity, user interface can be referred to as, a method and device that is used to accommodate interaction between machines and the human beings who use them.5 On the other hand a metaphor can be defined as "An implied analogy in which one thing is compared or identified with another dissimilar thing. For example, a feeling that is described in terms of "butterflies in the stomach," a "heart beating like a drum," or "just going blank. " 6
The three concepts, ecommerce, user interface and metaphors that contribute to form an important part of ecommerce website form the basis of this study, too. Here an attempt is made to analyze the role of these three concepts in a B2C ecommerce websites design.
Business processes govern relationships. As far as design of an e-business website is concerned, a study shows that unsuccessful online business often have websites that are equal
3 Rosen, p 2. a Deborah Lynn Harrington, Electronic commerce, The technological transformation of business http://www.ala.org/acrUresoct99.html (October 1999} (accessed Nov 2001) User Interface Design, http://cfg.cit.cornell.edu/cfg/design/bkg.html (accessed Nov 2001) 6 Cei Davis, METAPHORS, SYMBOLS AND RELATED CONCEPTS: Figurative Language Examined, http://www.devco.demon.co.uk/definitions.html (November 1997) (accessed Nov 2001) 3
to those of successful ones, in terms of design, price, ease of navigation and speed. But the
real difference Iles in the following:
• Ecommerce is about commerce, not just "information" or "sales" or "hits".
• Commerce is built on interaction. It is a dialogue of conversation with possibilities
and commitments. The richer the interaction the more the possibilities and greater the
scope of commitments.
• Value based interactions become relationships, which means these go beyond the
transaction. ~
This however does not mean that the design of the web site does not play an important role.
In fact, the design is the face value of an e-commerce business. When the company projects its profile, creating a first impression on its end customers, this face value carries more weight in attracting the customers and browsers through the products and services, even before the actual transaction.
This sophisticated setup of ecommerce and its tremendous growth, made researchers wonder what the design factors would be, that would have contributed to this growth? In the process of this examination, user interface emerged as a very important element, which enables navigation within the site effective. Metaphors on websites always attracted researchers' attention and in the process of narrowing the research, it was decided to explore the user interface metaphors in B2C ecommerce websites. 4
BZC is the retailing part of ecommerce on the Internet. It is often contrasted to B2B or
business-to-business. Here, B2C is chosen over B2B because B2C companies have a direct
contact with their end customers. In short, online companies conducting business have a
website which the customers use and therefore analyzing the pattern of usage of user
interface metaphors on these websites is possible. Another reason to choose B2C companies
is that business-to-business (B2B) companies use the extranet. An extranet provides a
business with an Internet site that is accessible to a select group of people. It also provides
the business with the ability to create applications that associates and customers can access,
but these are not accessible by the general public. Extranets can use encryption and password
protection to secure access to the site. For business- to business transactions, extranets enable
secure electronic commerce. Also the extranet can automate information sharing by
providing access to specific information and controlled access to internal database.8
Research of B2B User Interface Metaphors of companies would be impossible, as the
statistics on the extranet are highly confidential. If exposed, the companies would reveal the
factors of success and deficiencies of their business, which could prove critical.
The literature review gives an overview of three main concepts; e-commerce, metaphors and user interface. To validate the thesis, the methodology is based on the existing classification structure of user interface metaphors found in information architecture and multimedia and an attempt is made to apply a similar structure to B2C ecommerce websites. Appropriate examples would be sited and discussed in detail, to give a vivid clear picture. Therefore, this
~ Keen, McDonald, pp xiv. g Rosen, pp 11. S thesis attempts to analyze and categorize the various user interface metaphors seen on B2C ecommerce websites into major classif cations explaining, its significance and role in the website.
On doing so, several question come to mind, which will also be discussed. These are as follows:
1. How are user interface metaphors classified on B2C ecommerce websites?
2. How this classification is justified as an appropriate one?
3. What happens when the metaphors are overused?
4. V~hat are the possibilities of replacing the old metaphors with new ones? 6
CHAPTER 2
METHODOLOGY
The purpose of the study is to classify the user interface metaphors in B2C ecommerce website design, which could be applied by researchers, designers and web developers to design new ecommerce websites. This methodology is a result of an in-depth analysis of the prior literature within the fields; ecommerce, user interface design and metaphors. This chapter provides a description of the sample of research methodology, process of the design of the study, matrix form and statistical techniques used for analysis.
Process
Based on the literature, and the rating list provided in the Next Card,' of the top twenty existing B2C ecommerce websites, all twenty websites were chosen for this study and were analyzed for their usage of user interface metaphors. The analysis showed similar metaphors being used in all these websites, forming a recognizable pattern. To recognize and further understand, the user interface metaphors in these sites, an attempt has been made to classify them in three major categories, each category having subsidiary classifications within them.
Also the metaphor classifications are supported by examples, found in researched websites.
To anchor these findings and to enhance better understanding, a matrix is created to show the existence of different classification of user interface metaphors in the analyzed websites.
Since the subject matter is grounded in theory, the dimensions of the matrix are apparently,
B2C ecommerce websites on the `X' axis and the different categories of user interface
' Next Card E-Commerce Index, Accessed Nov.2001. Dated July 2001 (www.nextcard.com/indexes/july_index_movers08_20_Ol.html ) metaphors seen in these websites on the `Y' axis.
The division of metaphors found in the B2C ecommerce websites is not a rhetorical suggestion. It is based on the classification of metaphors found in information architecture and multimedia. A similar attempt is made to analyze and classify the user interface metaphors in the B2C ecommerce website. To make this analysis practically achievable, the top twenty B2C ecommerce websites were taken into consideration and analyzed for the usage of user interface metaphors.
As a next step, the extent of the usage of the three major classifications of user interface metaphors is calculated using the analysis matrix, which shows how many out of the top twenty B2C websites use .these metaphors and the results of this usage are graphically presented for better understanding. Also, a comparative study of the top ten to the bottom ten
B2C websites is done, showing the extent of usage of the classified metaphors.
The next step is to evaluate the reliability of the classification of user interface metaphors.
Three users, who use the Internet and shopped online, were selected randomly. They are briefed about the various concepts of the study and explained in depth, the analysis part where the classifications of metaphors are done. Then, they are allowed to ask question and clarify any further questions. As the next step of the reliability test, they are given a questionnaire, to answer based on the details of the study provided to them. The data thus collected is used to see the reliability of the study. 8
Measuring the Reliability of the Research
It is very important to measure the reliability of the research as a next step. Validity of research is measured by two methods- the internal and external methods. The internal method requires preciseness of study in a particular situation and a validity of this kind of study is only in researched situations. On the other hand, external validity system concerns the
`generalizability' of the finding from the research. This particular type of validity asks whether the conclusion from particular study can be applied to other people and other contexts. The external validity study is used, as methods to measure the validity. The conclusion of the study drawn is not limited to particular people or context studied. However the external nature of the study is related to these factors:
1. How the people studied were selected
2. Whether the procedures used mirror real life, called ecological validity and
3. The need to replace research findings.
The reason why the external validity method is chosen is the number of artifacts, in this case websites, taken into consideration for the study is very limited. Also the study is general, and its reliability can be tested without much restriction in several other circumstances and situations. In this research, the external validity method was used to measure the reliability of the classification of metaphors in the B2C websites.
Process of Reliability
However, to ensure the reliability of the classifications of user interface metaphors in B2C ecommerce websites, a method to measure its reliability or consistency is conducted using 9 three users randomly picked who use the Internet often and also have online buying experience. As step one; users are explained the classification of the categories of metaphors, with suitable examples. Step two; their questions about the classif cations were clarified for better understanding. Step three; users were asked to identify the metaphors given to them.
They were placed in real situation sitting in front of the website mentioned in the questionnaire. They were asked to classify with the help of explanation they were given on the classification of metaphors earlier. The result of testing; they are studied on their views of acceptance of the metaphorical classifications.
The data thus collected are worthwhile only if recorded in an accurate and unbiased way. The more close the data reflects the concept researched, the more reliable the measurement technique is. The more reliable the measurement is the more dependable it becomes as it
Leads to similar outcomes when applied to different contexts2.
The paper will also discuss the need for new user interface metaphor, the outcome of introducing new ones and the results of using the existing user interface metaphors. This part of the paper would be an argument based on literature and my scrutiny of the analyzed websites. Finally, the study will be concluded with limitations and scope for future research based on this subject.
2 Frey, Botan, Friedman, Kreps, Investigating Communication, An Introduction to Communication Methods, pg. 119 10
Thesis Organization
Chapter 1 provided an introduction and background for the study. A review of related literature on the three main concepts of this study is presented in Chapter 2. Chapter 3 analyzes the metaphors in B2C ecommerce website design and classifies them broadly in to three basic categories. Results and findings of the analysis conducted will be discussed in
Chapter 4. Chapter 5 presents the summary of the research, conclusion and scope for future research. 11
CHAPTER 3
LITERATURE REVIEW
In order to understand further in detail what is being talked about, it is important to
understand the various terminologies and their concepts, used in this research; like
ecommerce, user interface and metaphors. This chapter introduces the major topics related to
this research and the topics are discussed based on the application to this research. Finally the
literature review is concluded with a summary.
Ecommerce
Ecommerce can be broadly defined as conducting commercial business activities among
interested partners using computer networks. Here, interested partners would include
customers, suppliers, banks, transport carriers, competitors, employees and other business
agencies that interact with the organization.l
Ecommerce is first and foremost about commerce. Commerce focuses on relationships,
involving the exchanging of values between two or more parties. Such relationships are
critical in ecommerce to overcome the high cost of acquisition, which can erase the
company's profit potential. In this context, relationships mean more than j ust strong call-
centers. In other words, it means designing and operating business from the customer's
perspective and re-organizing all those aspects of the business operation after the customer.
This operation includes processes such as shipping that were traditionally viewed as being in
' Rosen, p 2 12
the back office. Therefore, ecommerce's success rests on building relationships and repeat
business.2
In defining the Internet with reference to ecommerce, the Internet is one that gives the ability
to provide and present, potential customers, prospects and business partners, easy access to
information about one's company and products, from their home or offices. Once the web
presence is obtained and its value realized one would be in a position to offer other goods
and services.3 To understand ecommerce clearly, it is important to first see the development
of Internet and websites.
Generations of websites
As the use of the Internet became more sophisticated, websites also changed to meet new
needs. These changes are categorized in generations of websites. Websites in the Internet can
be divided as first, second, third and fourth generation web sites. Generation one websites
created simple brochures that were displayed online as websites. As the Internet became
more sophisticated, many companies became aware of the emergence of second-generation
web sites.11~Ianagement-established web sites that reflected corporate issues: investor
relations, company mission statements and messages from the president come under this category. The. generation three websites were driving business-to-business (B2B) and business-to-consumer (B2C) transactions, as the companies understood the potential of the
Internet by then. Therefore, at this point it was important for the websites to become simpler, faster and more focused on specific needs of people visiting the site. Generation four website
2 Keen, McDonald, pp 33-35. 13 is the future of the Internet. It is also important to note that physically, generation four and generation three websites resemble each other. The difference between the two is predominantly behind the scenes. The former are dynamically created and more tightly integrated into the operation of the company than the latter.4 It could be concluded that generation three websites brought in B2B and B2C commerce. It is now important to understand ecommerce and its significance.
Ecommerce is all about activities between two trading partner. These activities are divided into two types, information communication and physical transaction. Surprisingly, the former is more concerned with the electronic commerce. Therefore, electronic commerce focuses on providing electronic solution to all activities of information communication between two parties. This electronic solution has brought a radical change in trading information between two parties, switching from paper to other media and computer based communication.
Therefore, ecommerce on the broader sense can be considered as a business methodology that facilitates the organizations to improve customer service, reduce cost, improve quality and thereby create a competitive advantage for the organization.5 All this is possible because ecommerce eliminates the role of middlemen and makes transaction between the business and the end customers6.
Ecommerce Classification
Ecommerce can be classified into five broad classifications:
3 Rosen, pp 1-3. a Neiland, pp 27-31. 5 Rosen, p 3 14
• Business to End Consumers (B2C— End Consumer Commerce).
• Business to Business (B2B— Inter-Organizational Commerce or Extranets).
• Consumer to Consumer (C2C~ommunities).
• Consumer to Business (C2B)
• Business within Business (Infra-Organizational commerce or Intranet).
At the turn of the twenty-first century, the global market changed the fabric of society at a rate never experienced before. The Internet in particular has re-drawn economic boundaries of countries. Today, to be competitive in the market place, companies need to expand commercial activities beyond national borders. The global network of electronic infrastructure has played a significant role in this expansion along with the customer demand and technology. Customers are not only adapting the new technologies, they are demanding more and more global competition. Therefore, it could be argued that electronic commerce is the most important economic trend of our time. The Internet is already playing a significant role in determining corporate strategy and in creating values.$
Electronic commerce covers the range of online business activities for products and services, both businesses-to business and business-to-consumers, through the Internet. This section is divided as follows,
• Online shopping- the scope of information and activities that provides the customers
with the information they need to conduct the business with the retailers and make an
6 Lecture, Kumar. Aug 8, 2001. ' Ibid. Aug 8, 2001 15
informed buying decision.
• Online purchasing- the technology infrastructure for the exchange of data and the
purchase of a product over the Internet.9
The Internet thus brings the retailer and the customers or two business parties closer to each other, by accessing the information directly. Factors like the size and location of the company does not matter in such cases, though they once used to be important factors in the establishment and success of the business. On the other hand ecommerce enables direct access to the customer responses and feedback when new marketing and pricing programs are published on the retailer's web site. l o
Ecommerce also has contributed to the advancement of technology due to growing development. It is changing the way people work, as it is bringing in the digitization, globalization, mobility and immediacy, all of which are based on the development of the
Internet.l 1 Case studies also show that there are web sites and companies who do online business acting as middlemen. One such example is the auction site e-bay. The process of becoming closer to the customer by eliminating the middlemen is called disintermediation.12
Customer's Expectation
Customers are the final judges of a business site's success. If the site meets the needs of the
g Ibid. Aug 8, 2001 9 Rosen, pp 5-6. 10 Rosen, p 10. " Rosen, p 10 12 Rosen, pp 12-14. 16 customers, providing them with the information they require in a simple, straightforward fashion, they will treat the business site as one of the primary sources for information products and services. The reasons for this are as follows.
• Online customers are more interested in a convenient buying experience than in a
visual stimulating site. The information should be focused on creating an experience
that is simple, easy and informative. Therefore, information pertinent to customers
should be placed front and center.
• Earlier in this paper various generation web sites were discussed and a conclusion
was made that generation three and four web sites made ecommerce transaction on
the web possible. This is because; they are virtually simple, fast, and easy to navigate
and are focused on specific needs of the person visiting the site.
• When developing the site, the business can spend thousands of dollars on aesthetics
and niceties. At the same time surveys show that customers are more interested in a
convenient buying experience, which would include rapid responses, quick
downloads, good organization, etc, than on appear.ances.13
A survey done by Binary Compass Enterprise shows that when customers buy online, web site aesthetics are the least important aspect of the experience. Customers are interested in the ease of using ,the site. Therefore a simple site with clear accessible information is more effective than a site with beautiful graphics, poor navigation and little relevant information.
At the same time the look the company projects itself is very important to the company, as it
13 Kumar, August 8, 2001. 17 reflects the image of the company but not to the customers.1 `~
Branding
A successful site reflects the company. It reinforces the company's branding, provides easy navigation and a straightforward access to information. The Look of the site is important to the company, as branding is the visual imagery that the company applies in all its publishing and applied design. Branding visually defines the company and business. Therefore, the site should reflect the current branding. The customer need not read the label, but only see the brand image to know that a product came from the particular brand. To create this strong branding campaign the company has to apply the brand (visual image) to all visual aspects of the products including the web site. Incorporating the current branding elements, including the color scheme, further emphasizes the branding.l s
Shift from Market Place to Market Space
Also due to the growing Internet Technology (IT), there is a shift of business from market place to the market space. Market place is the physical world of resources that create products and service and market space is the virtual world of information that complimentsl substitutes the physical world. Technology has grown tremendously and this growth has made managing the market space effective and efficient. At the same time the cost factor is also a very important consideration in the shift from market place to market space. IT reduces the cost of searching for suppliers, exchanging and processing information and thereby
14 Rosen, p lo. is Knapp, pps-6 18 reducing the coordination cost. It also increases the information availability for facilitating better contracting and performance monitoring of partners in a trading relationship and there by reduces operation risks. To add to all this is the ease of buying anything online with one click and receiving it at your doorstep.16
Web Statistics
It is essential that the company maintain a statistic of the various activities of their customers, tracked on their visit of the site. Statistic reports can be maintained to identify popular paths and entry points. Bermuda triangle could be found in the site- a page people enter, never to be heard from again. It is also worthwhile to spend the time wading through all the data one gets from the current site-analysis programs.
Search Engines
The site search engine is another important for fast and easy accessibility of information. It would be a good idea to save the words people enter into the site search engine. From this information it would be helpful to update the site using popular key words people are searching for. Sales from the online purchasing service can be used to gather information on customer buying pattern. This information is very important to the development and success of the company. l ~
Ecommerce is growing fast. Despite a continued sluggish economy, business research firms
16 Kumar. (Accessed Oct 15, 2001). 19 are predicting that there would be a continuous growth in B2C market. According to Zona
Research, it estimated ecommerce would grow to $100 billion USD (US dollars) by the year
2000 and CNNfn predicted ecommerce would hit 400 billion USD in 2002, 750 billion in the year 2003 and 833 billion in the year 2005. The number of people buying online were expected to rise from 18 million in December 1997 to 128 million in 2002. Accordingly, the total value of goods and services traded between companies will reach from $8 billion in
1997 to $327 billion in the year 2002.18 There will also be a change in the revenues of B2C companies in particular. Total B2C Revenues for US 1999 - 2005 (in USD billions) is listed 19 in Table 1.
Table 1. Growth in the revenues of ecommerce
Year 1999 2000 2001 2002 2003 2005
Units in USD 75 150 250 400 750 833 Billions
It is also predicted that growth in ecommerce will slow down in 2001and analysts predict online sales top increase by 5 7 percent in the year 2000. An upcoming report from e-Market shows that Internet sales will be worth USD 65.9 billion in the year 2001, compared to the
USD 42 billion of 2000. It also predicts that sales for the first quarter of 2001 will reach USD
1 ~ Miller, "Web Interface Design: Learning From Our Past". http://athos.rutgers.edu/~shklar/www4/rmiller/rhmpapr.html. October 2001 (Accessed January 2002) Electronic Commerce Data, http://www.internetsecure.com/reference/critical.html.(Accessed 16 August 2000) 19 «Fortune Magazine" Accessed 13 Sep 2001 http://www.epaynews.com/statistics/transactions.html#21 20
13.5 billion, which would be up to 8 percent in the fourth quarter of 2001. Over the same period last year, sales grew by 14 percent.
Another source predicts the following for the year 2001,
"As the ecommerce: B2C Report shows, the real opportunities for success are only now making themselves known. In fact, most signs indicate that this year's holiday season is going to be bigger than last year, According to the ecommerce: B2C Report, US online retail revenues wi11 to $37 billion this year, with nearly a third of that coming In the fourth quarter alone.»~o
Ecommerce has spread rapidly throughout the world by mean of Internet. The use of good visual quality and a well functioning site design can attracting and hold more customers and this will eventually result in an increase in ecommerce sales for that site. In a recent research conducted by Yankevich partners (2000), located on Nua dot net, consumers were less likely to leave sites that were well designed and easy to navigate. This implies that the design of an ecommerce sites maybe as important as its content, service and the product itself.
User Interface
The next important topic of this research is user interface. To understand user interface, this section analyzes the conventional user interface seen in computers. Then it would brief about the usability and its benefits in business and usability and its importance in the World Wide
Web.
20 "The ecommerce: B2C Report" (October 2000 )(Accessed 1 lAug 2001) http://allnetresearch.Internet.com/iteml0,3008,2155921_ l ,00.html 21
User Interface Desi in a Computer Sys_ tem
User interface is that part of the computer system, where the human user interacts with the computer. As the user has no access to the interior components of the computer system except through the user interface, in the case of typical information systems and office systems, user interface includes the following,
• The computer hardware which the user can interact with, e.g., the keyboard, mouse,
screen, the off /on switch etc.
• The images that are to be seen on the screen, e.g. windows, menus, messages, help
screens etc.
• User documentations such as manuals and reference cards and
• Text based information.21
Since human interaction with the system is only through interface, usability plays a vital role in such interactions. In such cases, the better the usability the effective the interaction.
Therefore, usability can be described as "a concept, which is implicitly understood by most people as well all know what it is like to operate man made products, and find them more or less to use.22
User Interface and Usability
The purpose of the user interface is to make the computer system usable by the user.
Therefore, the most critical quality of the user interface is its usability. Usability includes both easy to learn and effective to use. Such user interfaces that are easy to learn and
21 Redmond —Pyle, pp 2. 22 "Usability" (Accessed 20 March 2001) http:/i www.states.fiiinclude/1-3.htm 22 effective to use are called "User-friendly" interfaces.23 Though called so, usability is a more appropriate term to use in describing the effectiveness of user interfaces. The concept of usability is an abstract one but not always vague. According to researchers, usability has four main aspects. These are effectiveness, learnability, flexibility and attitude.24 In a particular relevance as the web, with its variety of users world wide with their different needs and skills, teaching all the users use the site would be impossible. Therefore certain patterns of usability are followed, which the users are already aware of. In other words, it is like learning new tricks while still using some old ones. However, flexibility to these patterns can be applied, but a very small scale, to avoid confusion in the user. This would result in the positive attitude of the user towards the site. It is very important to note that the user on the web is looking at fast paced information. Several researches show that the user does not spend time in the site if the interface in the website is not effective. He simply switches to another site in search of the required information, products and services.2s
while performing the user tests the user's attitude towards the tasks in the system and the system on the whole is very closely monitored. The attitude of the user is very important, as an unfavorable attitude can make the user quit performing the task. The same attitude, when applied to web sites, which are not user friendly, the user switches to another web site.26
Though the other concepts are measured in the using the above mentioned two methods, flexibility is difficult to qualify and in practice it is not usually measured.
23 Redmond —Pyle, pp 3-7. 24 Redmond —Pyle, pp 3-4. 2s "Multimedia Design Guidelines" (Accessed 20 March 2001), http://www.ping.be/mmdesign/topic2f3.htm.) . 26 Neilson, "Usability Metrics" (January 21, 2001) (Accessed 14 September, 2001). 23
Usability is frequently achieved by bringing the interface closer to the user's way of thinking and working. This means adapting the system to the user rather than asking the user to adapt to the system. This is the point where the graphic user interface (GUI) designers and Graphic
User Interface prograr~imers play a very important role.27 Usability is the most important property of the user interface, at the same time it is important for the whole system, not just the user interface.
Usability and Business Benefit
Web and software usability (or the lacks of it) have enormous commercial significance.
Today the business climate is enormously competitive and most organizations are seeking to improve their business performance, for example by implementing quality management strategies. Effective usability can make an important contribution to meeting these business objectives. 28
In business, high learnability reduces training time and training costs, which are often a significant proportion of funds allotted by the businesses. In addition the immediate benefit is that, it can have wider commercial significance. The user's attitude to Graphic User Interface
(GUI) may seem soft and subjective, but has very serious implications. If people don't like the operating system and the feel frustrated, tensed or anxious, rather than confident, effective and satisfied, then they will tend to avoid using the system or the website. This would deprive the business its opportunities in several aspects. http://useit.com/alertbox/20010121.html 27 Redmond —Pyle, pp3-4. Zs Redmond-Pyle, pp 4-5 24
The usability issues mentioned not only apply to human computer interface but also play a vital role in web interfaces. Thus, the above-mentioned points are adapted for web usability and therefore also used in ecommerce web site designs. The formula of success in the e- business stands upon the twin pillars of ecommerce and usability. An e-business strategy that unites these two concepts is sure to succeed. Usability is related to customer intelligence.29
Customer intelligence enables the company to have a better understanding of the customers
(i.e. lifetime, value demographics, profitability, preferences and tendencies etc.) so that they can effectively acquire, retain, service and/or cross-sell those customers to meet strategic business objectives. In essence, customer intelligence marries decision support with the database marketing and customer relationship management (C~) practices and products.3o
Usage of Graphics on the Website for Effective Usability
Graphic here can be defined as "The art or science of conveying information through the use of display media, such as graphs, letters, lines, drawings, logos, and pictures."31 Webopedia describes graphics especially computer graphics as, one that pertains to any computer device or program that makes a computer capable of displaying and manipulating pictures.32 They show how the product looks like and how to use the product. To use the graphic effectively unlike the second-generation websites where the graphics were large and took a long time to generate, the graphics should be small and standardized. This also means that many graphic seen in a webpage is also very distracting to the customer. The consequence, people get tired
`9 Rosen, p 10. 3o Eckerson, "Customer relationship Management" (Accessed 10 September, 2001) http://www.ncr.com/other/_industries/marrying/_ecommerce_cust_intell.asp Computer graphics on the web (Accessed 20 March 2001) http://rpi.eduldept/ilc/webclss/kairos/id.html 32 "Graphics" (Accessed 20 March 2001) http://www.webopedia.com/SHARED/search_action.asp 25
of the site and leave the site for another. Graphics should focus on helping the visitor get a
better idea of the company and its products. The viewer doesn't have the patience to wait for
large graphics to download.33 Also features like audio and video should be avoided that need
plug-ins to work. The reason, many companies don't allow the download on to their
corporate networks all customers are not aware of the download process.
When placing the information on the web, the company has to format the information
differently. Web is a fast media and the viewer is looking for quick accessibility of
information. To make this accessibility fast, the information is to be broken into paragraphs,
into bullet points, as people understand formats more. Using active words to describe, the
web services make readers sound like they are integrated with the business. It is very
important to keep in mind, things like proper grammar, correct spelling, and links that work, which form an essential part of a good copy.
Navigation
The web is all about navigation. The user navigates from one page to another by using the basic interface of click-on hypertexts, links, graphics (embedded links), etc, in order to move around the huge information space. Due to this vast space, navigation becomes a very important aspect in web pages. Also navigational interfaces help the users in answering three fundamental questions, where they are, where they have been and where they can go? These questions are not only related to the whole web, but are also related to the internal site
33 Ibid. (Accessed 20 March 2001) 26
34 structure, i.e. navigation within the site.
The elements of generation three-web sites, used currently, have proved success. These web
sites are created for the ease of the customers.
• These elements include, top and side navigation bars to simplify the information
access. The top navigation bar is used for high-level access to subjects, far example
products, support, online purchasing, corporate information, and site maps. Larger
companies or companies with diverse product lines will use the top of the page
navigation to provide the visitors with easy access to each of their products.
• On the side of the page, the navigation bar is used to access second-level subjects. A
visitor can then click on the names of the company's products, proceeding further to
click on the name of the product. The side navigation bar is then updated with
information specific to the product line.
• The center of the page is then available to display information on the product or the
subject.
• While the top navigation is constant throughout the website, the site navigation
changes according to where the visitor is on the site. This way the visitor can easily
access the subtopics from the side bar navigation and quickly move to major subjects
via the top navigation.35
34 Nielson, pp. 188-197. 3s Neilson, "Did Poor Usability Kill E-Commerce? (August 19, 2001) (Accessed Jan 2002) http://www.useit.com/alertbox/20010819.htm1 27
Finally, the users are not the webmaster of the commerce company they are visiting. It
cannot be assumed that they understand the navigation on the ecommerce site they are
visiting. Moreover, some users lack experience. Even if the site provides low cost high
quality products, users cannot buy or shop because they lack the capability to browse and
navigate in the site. Therefore, an ecommerce site should be rationale in using a common
interface design which will help users to navigate. According to researchers and designers,
amazon.com has maintained a high quality ecommerce website that is easy to use. Many
researchers also agree that amazon.com's interface design has set standards of efficiency.
Several other ecommerce stores have adapted this standard. It is also important to know that
the interface design generally is dependent on the products and its content. So an interface
that is best for amazon.com may not be the best solution for other online stores.
Theories of Metaphor that could be applied to Ecommerce Website Design
The next topic of this research is metaphors. In this subsection the study will give a detail account of what metaphors are, how they have been used rhetorically and a brief ng of their transformation graphically from computers to websites and specifically into ecommerce website design.
To understand metaphors, it is essential first to understand what is a metaphor? "A metaphor is a figurative speech, in which characteristics of one object or person are transferred to different, but analogous, object or person."36 Another definition says "the p resentation of one idea in terms of another, belonging to a different category, so that either the understanding of 28 the first idea is transformed, or so that from the fusion of the two ideas a new one could be created."37 In language, a metaphor is one of the tropes (twists and turn of language) of classical rhetoric.
The etymology of the word metaphor supports this idea of transformation, with "meta" meaning change and "phora" meaning motion. The meaning of motion referred here, is more of a semantic motion rather than a physical motion. These metaphors can be tested not grammatically but to see the quality of semantic motion. This theory was derived from
Aristotle's the Poetics in which Aristotle lists two types of meaning "ephiphor" and
"diaphor". "Ephiphor represents the transference of meaning, and diaphor, which uses juxtaposition and synthesis to create new meaning that involves semantic motion. Some of the most effective metaphors combine ephiphor and diaphor elements."38
The other key element of the metaphor is the tension between the primary and the secondary subject. A.I. Richards while developing an interaction theory of metaphor, coined the term
`tenor' to describe the primary subject and vehicle to describe the secondary subject, which is used to assert shared meaning. The gap between tenor and vehicle is the tension of the metaphor that has been lost, usually because of overuse. Since metaphors are intended to provide a unique perspective, overused metaphors are considered to be dead metaphors since they do not transform thought or add new insight.39
36 Clair, N.St. Robert, p 2. 37 Richard, Stephen. Barker, Philip. Banerji Ashok. Lamont. Manji, Karim, pp 5. 3s Forceville, pp 57. 39 Mayer, pp 131. 29
Max Black further developed I.A. Richard's interactive theory of metaphor, which states that the meaning of a metaphor is a result of the interaction of the subjects. The theory further elaborates that,
1. There are two subjects in a metaphor that go to form the primary and the secondary
element correspondingly.
2. Here, the secondary subject is regarded as a system rather than an individual thing.
3. The metaphorical utterance works when the primary subject is prof ected, a set of
associated inferences come to mind which also at the same time predict the secondary
subject.
4. When a metaphorical statement is made, the statement marks, selects, emphasizes,
suppresses, and organizes features of the primary subject by applying a if statement
that is related to a same or similar member of the secondary subject's implicative
complex.
5. When a metaphorical statement is made, two subjects interact in this particular way:
(a) the presence of the primary subject provokes _and urges to the hearer to select
some of the secondary subject's properties; and (b) invites him to construct a parallel
implication which is complex that can fit the primary subject; and (c) in turn
persuades parallel changes in the secondary subject.4o
Therefore, M~ Black emphasizes that the tenor (primary subject) and the vehicle (secondary subject) should be viewed as a system of meaning rather than individual elements. He also
ao Forceville, pp 57. 30 notes that the number of transferable characteristics that the vehicle can project upon the tenor determines the tension of the metaphor. Chosen characteristics can be determined by context, commonalities between subjects, cultural beliefs or other such criteria. With the transfer of too many features, the tension of the metaphor would be lost. However, if insufficient, more features are transferable. In such a case there would be no metaphor.
Black's ideas of systems of meaning, intend to encompass all these related elements of a metaphor. According to him, while- the interaction theory is generally based on verbal metaphors, it is directly related to the study of the interaction of images for nonverbal metaphors.
The above-mentioned theories can be applied to the metaphors in the ecommerce website. A few others have added, to the theory of Max Black. These theories focus on pictorial metaphors, as we would be discussing them in ecommerce websites that also have characteristics of usability. Though several theories have contributed to a more encompassing theory of pictorial metaphor, none of them provide an entirely satisfactory model. So the following conclusion can be made. According to the theory from various authors, Forceville, concluded as below,
"l .For pictorial metaphors to be called metaphorical, it is necessary that a `literal', or conventional. reading of the pictorial representation is felt either not to exhaust its meaning potential, or to yield an anomaly which is understood as an intentional violation of the norm rather than as an error. In as much as the former type does not force the viewer to perceive the pictorial representation as a metaphor, an approach that aims to contribute to a theory of pictorial metaphor had best focus, for the time being, on representations that on a conventional reading would be anomalous.
2. Considerable confusion has arisen from the fact that the word `metaphor has both been used in the broad sense in which it is more or less equivalent with `trope', and in a much more narrow sense in which it is used as one trope among many others (albeit possibly the queen of tropes). Any model of pictorial metaphor should specify 31
whether it attempts to do the former is faced with two daunting problems. In the first place, the number of verbal tropes is vast and known under partly overlapping names. Thus, one would have to find, or develop, a framework of verbal tropes that is sufficiently comprehensive and detailed both to accommodate a substantial number of them and to provide criteria to distinguish between them. Subsequently, one would have to find pictorial counterparts of these verbal tropes in such a way that these pictorial counterparts respect both intuitions about their verbal originals and maintain their distinction in the `translation' from word to image- and if this proves impossible, to adduce sound reasons why and how the framework of pictorial tropes differs from the corresponding verbal network. Since this is a task of intimidating proportions, it seems advisable, for the time being, to concentrate on `pictorial metaphor' in the narrow sense.
3. An account of pictorial metaphor should show an awareness that a metaphor has two distinctive terms, one the primary subject or tenor, the other the secondary subject or vehicle, which are usually, non-reversible. This entails that the transfer on mapping of features is from secondary subject (on) to primary subject and not vice versa. The account must further more indicate by what mechanisms the identities of primary subject and secondary subject are established.
4. For the identification of two terms of the metaphor, their labeling as primary subject and secondary subject, as well as for the interpretation of the metaphor, it is necessary to take various contextual levels in to consideration. These contextual levels are partly text —internal, partly text-external."41
Despite minor shortcomings, Max Black's interaction theory is regarded as the most satisfactory theory of metaphor till now developed. At the same time there is another part of metaphor, which is important to discuss- metaphor and truth.
Metaphor and Truth
According to Max Black, talking of the potential creativity of metaphor, warns on imposing
`true/false' tests on metaphors. The reason he gives is that a creation is never subject to the test: in as much as a metaphor is creative, it can be true or false as a painting or a poem can be. Lakeoff and Johnson agreed with Black Max's theory. This theory is very important to 32
ecommerce websites. At the same time Lakoff and Johnson argue that that the `truth' of
many metaphors can only be judged in the context of the reality defined by those very
metaphors. The mater of truth/ false becomes very important while dealing with conventional
metaphors. The reason for this is that conventional metaphors are so embedded in a language
that their metaphorcity is no longer recognized as much.42
Literal versus Figurative
Yet another part of the metaphor is the literal versus figurative, conventional versus
unexpected. Black has divided this section as the subdivision between frame and focus
presuppose the necessity of distinguishing between traditionally labeled the literal and
figurative in a metaphor. It has always been seen in a metaphor, that there is a tension
between this frame and focus, which has also been mentioned as the primary and secondary
element. However, Lakeoff and Johnson have concluded that the distinction between the
used and the unused part of a conceptual metaphor is a valuable one.43
Metaphors on the Web
Metaphors are ubiquitous in the user interfaces of today's websites. Web designers are
incorporating metaphors in a variety of websites. Technological advances have made more and more realistic depictions of these metaphors possible. However, technological feasibility does not ensure psychological utility.
41 Forceville, pp 64- 65 a2 Forceville, p 70. 43 Forceville, p 48. 33
This part of the paper summarized here is an initial attempt to understand how metaphors
make user's performance interesting and to identify the characteristics of these metaphors
that make them enhance the performance. Now metaphors are something that is over used in
web design. Maybe the greatest weakness of metaphors is that -they seem to entice designers
to be overly clever and push the site in the direction that seems fun and appropriate within
the metaphor but leaves users real goal behind.
Also a study of metaphorical use on websites show that 20.3% less mistakes have occurred
due to the use of metaphors in websites.44 On an average, users made fewer errors with the
metaphor interface than with the non-metaphor interface. In conclusion, the study cautions
the fact that all metaphors on the World Wide Web are not good, but the good ones facilitate
performance and the poor ones are no more effective than non metaphoric interfaces.
However, problems due to overused (dead metaphors) like the shopping cart, which has lost
part of its metaphorical quality, could not be avoided and replacing the old ones with
something new would create difficulties for the users to understand which would in turn
ultimately hinder effective communication. Therefore, overused metaphors are to be left as
they are and new metaphors are to be developed to project new concepts or ideas that have
not been used a lot on the World Wide Web.
To a great extent, the effects of metaphor on user's performance with the web are unknown.
Many guidelines encourage the use of visual and interface metaphors, though these visuals
~ Designing Web Usability Nielson, Jacob, p 79 34
are currently employed in the websites today. Beyond that, there is no research exploring
how to design the most effective metaphor. Little is known about the characteristics that
enhance the power and utility of visual metaphors.4s
The motivation for using metaphor in the design of websites is similar to the reasons
metaphors have long been popular in education. This directs to the old method, where it is
observed that giving students comparisons can help them learn. An analogy commonly used
in teaching about electricity is "Electricity is like water." The student is directed to imagine
that electricity flows like water. These types of comparisons are also used to project a
concept of a website design.46
Metaphors are seen widely on the World Wide Web. These metaphors on the World Wide
Web resume an interactive nature due to the effects of multimedia. Therefore, they are called multimedia-authoring metaphors.47 Multimedia authoring can be classified into five major divisions; scripting language metaphors slide show metaphors, iconic metaphors, navigational metaphors and cast/score/scripting metaphor.
Although the World Wide Web continues to utilize text, the primary tools of communication reside within its visual attributes. The web, through the presentation of the home page combines text with computer graphics in to one whole visual image. Text becomes part of the visual imagery often providing clarifications far interpretation of the individual images. Icons as Cooper, Alan, "The Myth Of Metaphor" http://www.cooper.com/articles/vbpj_myth of _metaphor.html. a6 Smilowitzn D Elissa "Do Metaphors Make Web Browsers Easier to Use?" http://www.baddesigns.com/mswebcnf.htm 35 or image maps take precedents within the presentation with accompanying text often serving as supplementary material (anchoring), which defines the visual image. Placement of the elements can be considered equally important thus re-enforcing the weight of visual communication. Therefore, the combination of text, images and their replacement allow a home page to be considered, while visual image comprised of various elements. Another form of visual metaphors on the web is through icons. Icons can be comprised of a single graphic symbol or a symbol combined with descriptive text. Each form can be considered as icon. Icons are used to define the meaning of what information will be found at the destination of a link and the type of interaction required of the user. As a result a metaphor is created as ability.
Within the medium of the World Wide Web, two distinct categories of metaphor are present.
External and internal metaphors serve to identify the characteristics of communication through the use of the Web. External metaphors are primarily linguistic metaphors used to publicly define the purpose, function and integration of the Web as a communication device.
Internal metaphors are those metaphors of a visual nature existing within a home page which determine the interaction, purpose and meaning of a website. Metaphors of this type could appear in the form of graphics, text, visual placement or a combination of all three.48
The evaluation of the phenomenon of the World Wide Web occurs through a relationship between external and internal metaphors. This relationship determines the level of interaction
47 Lawler, p 23. 4g Coblentz, Clayton "Metaphorically Interactive: The Rhetorical Examination of World Wide Web Home Pages" 36 or engagement with the content of a website. The longer the interaction with the website the more exposure to the ideology or influence of the website.49 The level of interaction is based upon how closely the external metaphors of defining Web communication correspond with the internal metaphors used to describe communication within a website. Publicly the Web has been defined as exhibiting certain characteristics. In order to clearly determine the effective use of internal metaphors within a website, the critic must first ascertain the primary goal or intention for the website's existence.
The V~WW by itself is a metaphor several connotations— a race, a tool, a game, a television and even a telephone.
Reasons to use Metaphors
Metaphors could be used for two reasons. The first reason is metaphors can provide a unifying framework for the design that would give a feel, more than a collection of individual items. The second reason is, metaphors can help learning by allowing users to draw upon the knowledge they already have about the reference system.so
A study of Clark and Clark in 1977 showed that memory of metaphors is better than memory of literal sentence.
"Traditional interpretation of figurative language suggests that literal meaning is processed first, and then rejected in favor of figurative interpretation."sl
49 Ib1C1 so Neilsen, p 180. 51 Forceville, p 35. 37
The idea that our lives are governed by figurative language and thought directly applies to the theories of metaphor. People often value images over text, as the speed with which the mind processes the information visually is faster.
Research demonstrates that metaphors have been strongly associated with innovation, with improved recall, and with key social abilities such as leadership. This use of compelling metaphors is also an important dimension of what is normally called creativity.
"Visual Metaphors ...have an important and increasingly indispensable, cognitive function.• ~~ s2
The role of metaphors provides a crucial link between metaphor, creativity and the human faculty of the imagination. Such a view forms a basis of Coleridge's philosophy. Coleridge understood metaphor as the power enabling the imagination to be put into action.s3
Metaphors also facilitate ones capturing of ones phenomenological experience of the world in a unique way. They are a means of linking subjective and objective experience, conjoining them and resulting in a fresh `fusion of horizons' ~4. They have the ability to connect together objects, events and actions that appear to be factual disparate and unconnected. They also provide a way of mediating between concrete and abstract thoughts. In the most general sense metaphors promote self-reflexivity.
Metaphors and Paradox
One of the interesting things about metaphor is that it allows for productive use of paradox. s2 Nielsen, p 118. s3 Tilley, p 9. sa Ibid. 38
Metaphors provoke and are in essence, paradoxical. This is because they juxtapose things
that are not normally compared or combined. Advertising provides many illustrations of this.
Since paradoxical visual metaphors are often used there to considerable/ profitable effect.ss
Vision is a particularly important sensory system, which also is highly complicated in the
reasoning process. Being able to picture one thing "before the mind's eye" and then to
mentally compare it with some other situation or object is by far the most common kind of
metaphoric thought.. Visual imagery is of equal and related importance in problem solving.
Yet another input says that children especially, are attracted to visual stimuli from just days
after birth.s6
However, there are a few disadvantages to the use of metaphors. Sometime, metaphors
employed may very well be difficult to decode or understand by those who do not share the
same frame of reference. In this manner, metaphors maybe utilized as vehicles of power in
the sense of social domains and contro1.57
Studies on the use of Metaphors
Studies show that metaphors are sometimes overused in websites, as a result of which the element if tension existing in the metaphor diminishes. According to Jacob
Neilson in his book "Designing Web Usability," web designer use metaphors to be overly clever and push the site in the direction that seems fun and appropriate within the metaphors.
55 Sherson, Grant "The Relevance of Semiotics to the Internet: How Web Designers use Meta Phors in Web Development'' http://vvww.ucol.ac.nz/~g.sherson/papers/semiotics.htm 1999 s6 (Accessed July 2000) Lawler, M John, "Metaphors we compute by", 1999. http://www- personal.umich.edu/~jlawler/meta4compute.html Ib~d 39
He also says that this leaves the user's real goal behind— effective navigation and acquisition of material. He remarks that users live in a real world and not in a metaphoric world. At the same time he also agrees that the use of metaphors can prove to be beneficial for two reasons.
First it creates a unifying framework within the site and second, metaphors can prove to be a learning experience, which allows the user to draw upon the knowledge they already have about the reference systems. An excellent example of a user interface metaphor in an ecommerce website is the "shopping cart" metaphor, which immediately makes the user understand its basic functionality. It also works like a real shopping cart where things can be place and removed according to the customer or shoppers convenience, as long as it is not paid for. Once the things are decided on, they can be taken to the checkout line.sg
Yet another study on metaphors in computers by Alan Cooper proves that metaphors are not a good idea to use. In his article, "The Myth of Metaphor" Cooper gives an example of software designers who often speak of finding the right metaphor, upon which they can base, their interface design. According to him, they imagine that rendering their user interface; in images of familiar objects from real world will provide a pipeline to automatic learning by their users. So they render their user interface as an office filled with desks, file cabinets, telephones and address books or a pad of papers, in the hope of creating a program with breakthrough ease of learning. He also says that by searching for that magic metaphor, one designer will be making one of the biggest mistakes in the interface design. He concludes his article remarking, "The idea that good user interface design is based on metaphors is one of
58 Nielsen, p 118. 40
the most insidious of the many myths that permeate the software corr~munity."59 This
research I will also analyze this so called myth on metaphors and its applicability in web
design. The newer third generation websites use navigational methods that are abased on
metaphors.
There are other metaphors and they can be categorized. This research aims at categorizing
user interface metaphors in B2C ecommerce web sites.
Web Metaphors vs. Desktop Metaphors
Web metaphors are based on a flat navigation system, where the where the document
targeted is presented in a single frame. The navigational system in the web is easy to grasp
for the end users to grasp and the productivity is almost immediate. Desktop metaphors in
contrast are based around a hierarchy, which is usually rooted in a file system, and the
navigation is based on the window/hierarchy metaphor, which is better for experienced users.
This system allows the end user more flexibility.60
Information Architecture
Information Architecture (IA) in general is seen as a process of structuring and organizing a
website's content in the comprehensive category which is supported by a logically founded
intuitive navigation system.61 Metaphors play a vital role in information architecture
Analyzing and testing all metaphor options can be crucial element creating a functional s9 Cooper, Alan, "The Myth Of Metaphor" 6o http://v~~vvw.cooper.com/articles/vbpj_myth of _metaphor.html. Kindle, "Bootstrapping the Web With Existing Technology", June 24 1996 (Accessed, Octl 7, 2001) http://www.w3.org/OOP/9606_Workshop/submissions/61.2.html 41 interactive program with a high level of usability. In IA the usage of metaphors is a way to show and convey the inner site content though external (visible) components like graphic elements, layouts and menu placements.
Information architecture is related to ecommerce directly. IA is the science of logically processing the goal of the site and then constructing a blueprint before the designer dives in and puts things together. This logical process of determining the various decisions contributing in making a good website with effective navigation, appealing to the right set of audience and arranging the information according to the requirements of the user is an important part of ecommerce website design. For example, getting the navigation right the first time is the best way to achieve the comfort level for the user and this is highly possible if the strategies of information architecture are applied to the ecommerce websites.
Researchers and designers agree that a good architectural foundation for a website while designing helps prevent mistakes from cropping up later once the website design and execution is completed. A study shows that spending about 60 percent of the time in design, and then 40 percent or even less in building the site benefits. This also means more time spent up front means less time fixing problems later once site is executed. Information architecture uses metaphors for effective user interface.62
The metaphors in Information architecture are divided in to three broad classifications-
Organizational metaphors, Functional metaphors and Visual metaphors. Organizational
61 Information architecture-shaped knowledge into form, http://www.infoarch.ai.mit.edu (Accessed Jan 2001) 42 metaphors are used when the structure of the site is based on a group, system or organization.
Functional metaphors are related to the tasks that can be performed on the site and visual metaphors are based on the visual elements and graphics that are most familiar to most people in that particular cultural, group, or country.63
Information architecture, like the web is directly related to multimedia too. Based on the metaphoric classification in information architecture and multimedia, metaphors in B2C ecommerce website are classified. This classification is then further sub classified which would be seen in the analysis chapter of this research
Summary
A thorough search of the literature was conducted to present the various important concepts related to this study and its contribution to ecommerce websites. The three main concepts of ecommerce, user interface and metaphors were discussed in detail. The next chapter would discuss how based on the classification of metaphors in information architecture and multimedia, the metaphors in B2C ecommerce is classified. Examples of metaphors from the top 20 websites are used to support the classifications.
62 Information Architecture: The Foundation for E-Commerce, http://www.itworld.com/nUecom in ent/01082002 (Accessed March 2003) 63 Intoduction to information architecture http://www.allwebarticles.com/articles/information_architecture_intro.php?art=5 (Accessed March 2001) 43
CHAPTER 4
ANALYSIS
The purpose of this Chapter is to analyze the top 20 B2C ecommerce websites and answer
the research questions proposed earlier. Chapter two presented the methodology which will
be followed in detail in Chapter 4 and 5. This Chapter begins with an introduction on how the
metaphor on the website looks and feels and therein classifies the.
Looking for something in the website and looking for them in the real world have
similarities. When a user explores the website, he/she has the feeling of exploring the real
physical place in some way or the other. This is because users have a model; a mental model
they work with, on a daily basis. This mental model helps the user to analytically think,
analyze, and associate, what they already know with what they come across in the form of
interface and therein work with the given interface effectively. With the use of the existing
mental models and previous experiences the user begins to develop his/her mental map.
However, if the user's mental model differs from the model of the website, errors will occur
and the user will get confused and therein frustrated with the website. Henceforth, while
designing a website model, the closer the design matches with familiar situations, the easier
the system will be to interface with. Based on these models, designers have categorized the
metaphors found and used in multimedia.
However, it is to be understood that there is no one right set of metaphors for an interactive system. Each highlights some elements of the metaphor while hiding others. This is because each element has different interpretation of the word that is represented. In addition, the 44 conduit metaphors suggests, that to have an effective, effortless and successful communication, the designer has to find one right visual and word.l Aiso it is important to note that though the visual convey the meaning to be conveyed, to avoid any kind of confusion for the user, the word acts like an anchoring element. In ecommerce websites, metaphors are important communication tools that relate objects in cyberspace to objects that are familiar in the physical world such as desktops, file-folders, and trashcans. Using a metaphor correctly helps the users navigate by providing a sense of place, setting expectations about what is possible, and how to go about getting things done. Therefore an appropriate metaphor should help viewers understand what to do, how it would be appropriate to the content and whether it is able to meet the expectations of the audience.
However one single common aspect in all metaphors is the source and the target. when a source is clicked on or information typed in, as in the case of search engines, target is achieved. Some times the source and target can also mean primary and secondary elements in the metaphor. A reaction between the two would create as tension, which makes user interface interesting.
Classification of Metaphors
The classifications of metaphors in this paper are primarily based on the classification of metaphors found in information architecture and multimedia. Accordingly, metaphors are classified into three major classifications- organizational metaphors, functional metaphors and visual metaphors.2 Based on this, an attempt is made to break down ecommerce B2C
l http://online.sjsu.edu/COMM 144/cultural.html "Cultural and Critical Approaches" 2 Shiple John, Information Architecture Tutorial Lesson 4, http://hotwired.lycos.com/webmonkey/98/28/index3a~age2.html?w=design (Accessedll/28/01) 45
User Interface Metaphors in ECommerce 1 1 1 Organizational Visual • s,~bol~~ • Personalization 1 1 Structure Navigational • Structure 1 • Location • Structure 2 • Iconic • Hyperlinks
Figure 4.1. User interface metaphor classifications
website metaphors. However, the second classification has been replaced and called navigational metaphors. This new name introduced, is seen in user interface design used in video games and computer desktops and multimedia. Another reason why this classification of metaphors is added in the ecommerce metaphor classification is because web and in particular ecommerce is about effective navigation. On working with theses categories, trying to analyze them, it was concluded that ecommerce is not only commerce online but the transaction can be only successfully completed if the navigations were easy and appropriate.
Therefore the function of the various metaphors in ecommerce is only navigation. Sub categories under these three main categories have also been created for the ease of understanding of the metaphor system. These are explained in the form of a chart shown below in Figure 4.1. 46
Organizational Metaphors
Organizational metaphors use the common forms of organizations to structure the site. These structures of organization play an intangible yet very important role in the design of ecommerce websites. The minor elements are grouped to form, one element of information/ structure which are allowed to act as individual elements. Also these elements relate to the existing mental model of the users, like a set of folders stacked in a file cabinet for box.
Though users interact with organizational structure everyday, they rarely think about these features/ elements. Therefore there is a semantic motion from the metaphorical element
(primary element) seen in the website to the real thing (secondary element) existing in the day-to-day activities of the user. To heighten its simplicity and usability, visual elements in combination of rhetorical are used in the creation of organizational metaphors. However it is important that these organizing metaphors align with the requirements of the customer forming one set. Organizational metaphors include structural metaphors. The structures of information define the primary ways in which users can navigate. A slick and simple design with a high level of understanding for the users is the advantage of using organizational metaphors. A detailed account of each category is furnished below with appropriate examples.
Structural Metaphors
Structural metaphors are the backbone to a website, which acts as an important part of the navigation, and also as a very strong visual element that directs the user's eye to the navigation system, making the website user friendly. This kind of metaphor is seen in almost all ecommerce websites. Structural metaphors commonly occupy the top and left side of the 47 website. Here, the iconic metaphors that help in accessing the information are grouped in one area to form one structure for easy accessibility. These are called structural metaphors primarily because the whole site receives a structural framework. This framework gives users a sense of navigation and location on the page, which significantly increases the navigation within the site and usability, does not suffer as a result. The structure encompassing metaphorical qualities is called structural metaphors as seen in Figures 4.2, 4.3 and 4.4. For example, these structures show similarity to the print design for instance the newspaper. In the first page of the newspaper, the left section contains a column that lists important headlines or contents with .the page number mentioned below for easy access. Also the name of the newspaper, important headlines and other important details are on the upper half of the page. Therefore, the top and the left side is the most important because it is the natural tendency of the user to read from top left to bottom right3. This pattern is taken from real world and used on the World Wide Web. A repeated use of one or two pattern/structures of navigation on the web, developed from print design, is seen, making users familiar to structures seen in the web today. Example of the two basic kinds of structure can be seen in amazon.com following structure number one and priceline.com following structure Number two. Therefore, this is evident of its metaphorical character with a diaphonic (combination two ideas- print page and web page) nature of the metaphor.
Since there are only two common kinds of structures seen in B2C ecommerce websites, the users are familiar with the framework and the system that backs it, that interface becomes
3 Ray Kristof &Amy Satran, Interactivity by design: creating &communicating with new media , p 90. 48
f1e Edk Wewl fewrites Tools Fieb
vy Beck ~ $ ~ ~ ltl ~ ~5eardl favontes S~Ffstary i. ~' ~ ,~ '-,~ ;Address~j htta:~lwww.ronazon.cantexeclobi~sliv/~'owsel-12s91ss/raf ~ 301ab°ro~Fu%Sfb°6sFslto2-z9so991-6??4s11 .:.! ~'Go
~~' btYc~r v1Ew CART ~ wssH L15T T~ I HELP Deluxe amazon.ca~n. Edition YOUR . TOY4 R - MAGAZINE RR SEE MORE Ple•order nowt wELfONf STARE _ _ ~. ' ACCESS(IRIES""' """' - Ei£tTRIINICi CARIES SURSCRIPTIOH3 ~AVFI L STORES BRG'NSE SEARCH RfcTS EtlERS r.AAC,A7!Flti CORPORATE ?a E -900KS BARGAIN USfU St381ECTS AtCOOWTS 8 UOCS ROOKS BDE)xS
A~~,.~~,E.~~s.,~Fossit Wrist PDA ' ~FOSSIL -~ =- w~ts~~ Thr power at a Valm handheld... an your wrist . ' learn more
~~~-) Books ~~i iiY
More Search Options
'1 Powered M G.wgle
~ ~rsl accessories arts sac Photr~gravhv ,audio ~ Ds Audiocassettes Bargain Books Biogra0hies 3~ Memoirs Business &Investing_ Calendars r_;talogo de libros en esoariol Children's Books Computers &Internet Cooking. Food & '~4'ine Entertainment Gav &Lesbian Health. PAind &Bad+; History Holiday Greeting Cards Home &Garden Horror Large Print Literature & Fir_tion h'Ivstery &Thrillers Nonfiction Outdoors & FJature Parenting &Families
.. , !~ Internet
Figure 4.2. Organizational metaphors
sza~~
It~IE~t~lA1IC~t~~~. ~'d~~" SEl4:~RS ~~NE~ta~ ~ f>+~~f10RiTE~ ~~ E~~A~E~S ~R1E~AY Slot
Figure 4.3. Tab metaphor as a primary navigation- www.amazon.com
()uk ~f Coll~~e N Bargain print ~ T~x~~aaks a gooks eBooks I Calendars
Figure 4.4. Top/ primary navigational metaphor- www.bn.com 49 simpler and easier to the users. The framework is recognized instantly for as an organizational and navigational element.
This grouping is done in different ways. Details of this will be discussed later in the research. However, this area concentrates on the primary and secondary navigation of the website. Also these metaphors group the information in the site into small categories for ease of access.
The website structures information to make it meaningful to the user. Structural metaphors can be divided in three categories: sequences, trees and networks. The first category could be either linear structures or sequences which show a meaningful ordering of single information units; like an, ordinary table of contents provides such a sequence. This is evident in the structuring of the content in ebay.com as in Figure 4.6. A tree or branching structure is often represented in hierarchical menu form. For beginners a small menu width and a high menu depth are preferred, whereas for experienced users, a high menu width and a low menu depth is preferred as seen in the upper part or primary navigation of amazon.com. Finally, a network structure is very general and flexible structure of items and links between these: it allows the access of arbitrary information from nearly any other point in the system4.
Ecommerce websites follow all the three categories of structural metaphors, depending on their users and the products and services they provide. In most cases, they are represented as a set of folders stacked on a long rectangular base, with the tabs showing the name of the
a http://www.ucc.ie/hfrg/emmus/guidelines/d25structure.html Sep. 27, 1999. Jan 8, 2002 50
F'rirr.l~r. nom rJ.ir~ Ynw rlwn Rrir_P fru :wtine tir_kr_tx. hntr_I rooms, rrn;sd r..•us. parpxri Mng tiixt Netxr.;r{i«t:
'600krttariGs ,,~, Lcrca4orr~hnprllrad~er~.priCef'rre.00mf
Now to pric4ttine? Click herd to find out mare, ,..end a ~;, Register with priceline today for extfusrre dea95 and t•~fTers. C1k'~Al:ftr ~ M+1n Airline Tickets Lang Distance d~nN?~t~ d~(j~ t~852 d9af5 Lung distance and art~rhere -- even at Wireless, rrtiake all ~~~ tfie last minute. yr3ur calls tar less.
H>atel Rpoms~ Home Finarrcinq wfalerrtrne's V~eekend ldvrE+~t vales and loan Dea~s st ~rrat h~7k~l Casts -- guaranteed)
fterttral bars New Cars ;Bag rta nantal Cream cars Art companies. big time finch-ygUrseff prices. Pz-~d F.~tuf~t l~_lr~ { :-' ~ Feb ~ ! 16 ~ ~200~ Priaflint FlGK~ t,,reat C>fuise beats . nrJ»-,nos ilr ~ ;3hL= Nand-pickod dgaEs you wont The best cruise deals from I1 2~~kei find an~rti4tere els>?t the bi~~~~t crui~~ lines ~ i'r1+~,pn,~ain FflgfrSavinat} t~ Ro'ral l~aribbean, Holland lF7e F~est Ski Sl4treSf r~, ~,=c~ :;arrl~al ~ and rriare. } k>ila>rrd'' .An,rc~r'1ry Last-Minute Deats to vu~er ~ ~~ destinations Prteline Tra~rE1 FhtSne ~ ~ dtd ~; an..kh~ fl41 rnnr oo~rca y+rw nuY acrerrcw. Figure 4.5. Structural metaphor, category two- www.priceline.com ,~: eBay_ Jewelry. Gemstones and Watches - Netscape eo Q File Edit View Go Communicator Help Reload Home Search Nekscape Print Security Shop Stop 0 s Baokmarks ~~ Location.~http:llpages.ebay.comlcatindexljewelry.htrrd?ssPageName=HJG01 What's Related home ~ my eBay ~ site map ~ sign in Browse Services Search Help Community ICategories I negians tfietnes stores Search ~ysa~rr't I— ti~e,acl~ UnlymJe~velryf E~ELRY, S ON~5 ce~~n~s ~a watches ~rrn W~~ex~s r Search titles and descriptions I rce(ecrne nets usere Fine Jewelry V4'atches Bridal} Gald, Diamonds, Sil~rer, New•, New, Antique &Vintage; Brands, Antique, Rings, Earrings, Necklaces Pocketwatches ~ Accessories Costume Jewelry Loose Gemstones Vintage, Contemporary, Designer, Diamonds, Amethysts, Sapphires, Jewelry, Gemstones & Rhinestones, Body Jewelry ... Rubies, Emeralds, Qpals ~ More Watches Spotlight l~~en Beads, Amulets fINE JEWELRY fr Rings, cufflinks &studs, Lampwork, Seed Beads, Precious DRAND WAiCMES'~ Necklaces, Tie Clasps and Mare Metals, Crystal, Findings . . Starting at ~'1 '~,-,, Ethnic, Tribal Jew-elr_y Hair Jewelry Nsti~e American, Asisn,l~4exican Combs, Barrettes, Tisrss, Sticks, ~~~~1 and tither Culture s Sp ankle s for Eaery G c c ssian Designer, Artisan Jewelry ~r'intaQe Costume Jewelry Beautiful Sterling and Gold and SilverDesigns, Beaded Bakelite, Rhinestones, Designer, Jewelry! Gemstone Heart Items &More Sets, Collections, Fins, Lots 2~t.9p I Jewelry Boxes Jew-e)zy Supplies Contemporary &Vintage Boxes far Findings, Settings, Packaging & :OUTLET ~, Storing Jeweled Treasures Liisplays, Tools & Gti'orkbenches co:a :~?? trntiuu?r~, ~o»aci:~rar~•, rrrarr' L7'7t:-s'acs ._ .•, r;nc Feshian l:7etCsrr.;e's ~~ Figure 4.6. Structural metaphor category two- www.ebay.com Sl stack is narrowed and at the same time further divided for another set of navigation,. which is subsidiary to the folders above. When clicked on folder, the navigation is directed to a list on the left of the website, which in this paper has been called secondary navigation. The secondary navigation is a detailed version of what a particular folder in the primary navigation indicates. Amazon.com was one of the first website to create the tab metaphor structurally arranging the various categories in a slick format.5 Steve Krug in his book "Don't make me think" lists four reasons why people love the tab metaphor- ■ Tabs are self-evident- People are familiar with the tab concept, whether they may not be familiar to the usage of computers or not. ■ They are hard to miss- People usually miss buttons and bars but the tab concept is very difficult to miss, because they are visually distinctive, and cannot be mistaken for anything but navigation. ■ They are slick- Web designers have always struggled in creating a effective yet simple navigation metaphor. The tab metaphor is a result of this. If done correctly, it does not involve elaborate graphics, thus reducing the time to load; at the same time it is a very polished version of navigation, which is also extremely effective and successful in ecommerce websites. ■ Tabs also suggest whimsical space- Tabs create an illusion of a physical space, an illusion of an active tab, which when clicked on moves to the front. SKrug, Steve. Don' t Make Me Think! A Common Sense Approach To We Usability. pg 78. 52 This is a simple trick but very attractive and effective.6 However, in examining the top ten B2C ecommerce websites, it is evident that eight out of the ten web sites follow the structure shown in Figures 4.2, 4.3, 4.4. This could be called as the first type of structural metaphors seen in B2C ecorrimerce websites. These include amazon.com, bn.com, half.com, ubid.com, netflix.com, hsn.com, buy.com, cdnow.com. Ebay.com and priceline.com follow another structure as seen in Figure 4.5. Though it is different from the other ecommerce websites mentioned above, the structure is absolutely suitable for the business conducted online. Therefore it can be concluded that there are two major classifications of structural metaphors seen in e-commerce websites. In the second type of structural metaphor, the number of categories the website caters to is less, in comparison to the structural metaphor seen in the example of Amazon.com. Also it is seen that, there are inputs (typed information) required, to move further in the navigation of the site. However it is evident that the website does have a top navigation structure. What differs is the side navigation structure and acts almost like e search engine. The left side navigation system in the structure is not available in the site instead a box form is seen on the right side of the website. This box form serves the requirement in the site. This structure is seen in example Figure 4.6. Navigational Metaphors Unlike navigating on the sea, navigation on a website is not a life and death issue. 6Krug, Steve, Don't make me think! A common sense approach to web usability. p 80-81 53 However, getting lost in a large website can be very confusing and also frustrating. Navigation is no fun, unless right navigation is put under the user's feet. The result of this is getting lost. Navigational metaphors are those where metaphors are used to aid navigation within the site, making the navigation for the users easy and effective. A navigational metaphor aims in providing a familiar context that would make the search for information on the website less abstract. Icons and symbols indicate what is there in the particular page, and where to go from that page which can help navigation. This helps the user to navigate -where to begin and what are the options. If followed correctly the user should not have any problem navigating through the site. Softwares work on the background and icons and iconic metaphors control them. Examples are hyperlinks and icons like "continue" "Add to the shopping cart", "buy", "login" etc, which are powered by a program that runs behind the metaphor. Navigational metaphors are run based on two technologies, the push and the pull technologies. These two technologies function in ecommerce websites. These are discussed in detail in the previous chapters. Navigational metaphors are broadly classified in two categories as seen in the B2C ecommerce website. They are Location as metaphors, Iconic metaphors and hyperlinks. These three categories are discussed in detail below. An example of navigational metaphors is the folder/ tab shaped site search engine is seen in several examples like amazon.com, priceline.com and most B2C ecommerce websites listed in the top 20 websites. It signifies that within the folder, terminologies can be searched. Therefore, the character of navigational metaphors is epiphoric in nature as they transfer the "Rosen Louis, Morville, Peter, "Information Architecture, for the worldwide web" p 49. 54 meaning from the primary element of search engine for example to the secondary element, which are a list of results. Therefore a semantic motion is evident making it metaphoric. Location as Metaphor Generally speaking, one of the key elements that determine the success of the website is its navigation scheme. There are certain navigation schemes that the ecommerce websites follow for the ease of the users to navigate effectively. The left side of the page and the top of the page is the chief navigation of these websites. The reasons, the reading of the english language is from left to right and from top to bottom. So, the eye automatically moves from left to right and from top to bottom. This is similar to the mental model- real situation of previous experience, spoken in the beginning of this chapter. This is kept as the base to derive such a navigation system. Therefore the user's eye automatically reads the top left of the page and then the top of the page. In this region of the web page, is placed important information that can lead users to their required destination. In comparison to the Left side of the web page, the upper part is more important and hierarchically comes first. The left side of the navigation is usually the subsidiary classification of the upper divisions of the site. The center part is the detailed account of the left side navigation. The usage of a system, which marks the primary, secondary and thirtiary navigation in a website, is what gives it a metaphorical character. The user understands that the top navigation is the primary one and the secondary ane gives hirri/her the details of the primary navigation and the central navigation is a further detail of the secondary one. Due to the repeated usage of this system in websites, the short thinking that works in the mind of the SS user does no longer exist when the navigation structure is seen, but instead taken for granted and navigation takes place. This implied meaning, which in metaphorical language is known as the vehicle (secondary element), interacts with the primary element, the navigation, is what makes it metaphorical. Due to this metaphorical nature of the navigational elements and its position on the website, the users visit the site and without further tension, navigate within the site. The gap between the tenor and the vehicle, which is the tension of the metaphor, is no longer prevalent or at times the tension level is very feeble depending on the user. Therefore these navigational metaphors can be called overused metaphors. Iconic Metaphors Icons are small pictures that represent a file or an action or a program. Iconic metaphors are one step ahead. These icons encapsulate the qualities of a metaphor within them. This means they have a primary element that they represent and a secondary element that they draw parallel to creating a tension between the tenor and the vehicle. Icons are used anywhere were a word label is used; to activate menus and to perform actions. Iconic metaphors are used in e-commerce websites for similar purposes.$ In short iconic metaphors are those which represent a, particular activity on the website, at the same time consist of an implied analogy in which one thing is compared to another dissimilar thing. Iconic .metaphors are used for the following purposes: • "To help the consumers work smarter"9 g http://www.acm.org/sigs/sigchi/chi96/proceedingsltutoriaUHorton~W11_txt.htm "designing icons and visual symbols" 9 Krug, Steve. Don' t Make Me Think! A Common Sense Approach To We Usability.p 78. 56 Icons like the ones above attract the user, making the user inquisitive about the iconic metaphor and the text that is associated with it. Also in most cases such iconic metaphors are associated with deals and offers that are beneficial tote customer. Example, Figure 4.7. • "To represent visual and special concepts" The lock is a metaphor for security. When clicked on the lock the information about the security of using the sight is retrieved issue like security is very important to the online users while using different modes of payment (Figure 4.8). San Diagc, Tampa Ph~ani~ Miami Las ~regas Figure 4.7. Iconic metaphors help to work smarter ~hQpp~in~ pith ~s i~ s~f~e. ~i 4.31 t'31~t~~d Figure 4.8. Iconic metaphors that have a special concept • "To save space"10 The shopping cart icon and the icon of the aircraft, help the users choose instantly the activity io ibid 57 intended. These two icons save space in the web page and detailed explanations not required by the users to understand their functionality. For example the art is automatically associated with the buying process and when place next to the product on the web page, it helps the user to buy if required immediately. Similarly the aircraft icon helps the user to enter a program where the user has to key in the starting point and destination point to buy tickets (Figure 4.9) Express Checkout Figure 4.9. Iconic metaphors that save space • "To speed search"ll The search engine like the one shown above is elaborate tool, which can narrow down the users search and retrieve what the user requires. It is a space saver to the web page designer and also a time saver to the user. • "For immediate recognition"12 The concept of the mail associated to the email is already discussed under iconic metaphors. Similarly the web page this icon is taken from is attempting to introduce the concept of a regular mail icon associate with the newsletter. The rhetoric here help anchoring the visual to what it what to convey the user (Figure 4.10). " ibid 58 • "For better recall"13 These icons help the users recognize the activity associated with them, so much that they have become dead metaphors. The `go' visually transfers the user from one page to another when clicked on (Figure 4.11). NEWSLETTERS '~ Figure 4.10. Icons of immediate recognition ! ~~# ~~ h~~~r~~ ~~r~ a d ~1 , ~'`.l Ci€8 181 sl~lfil~ (~it'i4Z~~ f~ ~r~~a? f ~~> ~ Figure 4.11. Icons that help better recall global" i 4 • "To interface go Figure 4.12. Icon metaphors with global interface 12 ibid '3 ibid is ibid 59 The shopping cart and the arrow icon have been used in almost all websites, which show how their familiarity has become global (Figure 4.12). • "Finally metaphors create the user experience a interesting one"15 Figure 4.13. Interesting iconic metaphors Open a Corporate Account T~ ~'~ ~ Sign up for email Figure 4.14. Examples of iconic metaphors ~t~.~~i~- Figure 4.15. Examples of iconic metaphors 15 ibid 60 Fig 4.16: Left side/ Secondary form of navigation. These metaphors shown in figure 4.7- figure 4.13 are only seen in the priceline.com and 1800flowers.com websites, making the websites different from the others and giving the user a different experience which other websites do not give. Also the interface capability of these metaphors is good and users can understand them immediately. To be cautiously clear, the metaphors are labeled with text. The use of iconic metaphors help online customers get started more quickly and master advanced features sooner. Also this system enables the site to display a distinct style according to their requirement.16 Added to these advantages, icons communicate by representation and initiate a process modern e-commerce websites have a large number of functions requiring icons and suitable space saving strategies such as icon grouping maybe necessary. Good iconic metaphors are communicative and therefore .easy to learn. However the dynamic labels which appear when the mouse is passed over icons, may aid the user. However, the use of iconic metaphors have become the default standard in ecommerce website today. Conveying more information in the design of the icons can make i 16 ibid 61 conic interfaces even more efficient." H~perlinks Hyperlinks have a click able nature to them. They are also metaphorical because users of a site automatically try to click on any underlined text, thinking that it is a hyperlink as shown in Figure 4.16. Hyperlinks, which visually stimulate the users and indicates pathl navigation, is also a navigational metaphor. These hyperlinks are as a standard blue colored text underlines. When the mouse rolls over this kind of text, the arrow of the mouse changes shape in to a pointed fingered hand and when clicked, the user is transferred from one page to another. The colors of these hyperlinks also have a metaphorical quality to them. Most B2C ecommerce website display links: Links to pages that the user has not been before typically displayed in blue, whereas Links to the pages that the user has visited previously are displayed in purple or red. These help activating a better user interfaces. The differentiations in the color of the visited and unvisited links clearly show the user which part of the website is explored and which part is yet to be explored. The color blue as an unvisited link is now so much familiar among the users that the users no longer have to think about this aspect. This also brings in a global user interface, seen in World Wide Web. " http://www.intellectbooks.com/iconic/dynamic/dynamic.htm "Dynamicons as dynamic graphic interfaces: interpreting the meaning of a visual representation" 62 Hyperlinks are also navigational metaphor. The user's eye scans the text, which is underlined to see further details about a particular section. Since the hyperlinks indicate navigation from one page to another, these can be grouped under navigational metaphors also. However the primary element which is the underlined text (tenor), relates to the secondary element (vehicle), giving a contextual idea of navigation from one place to another in the web. This suggested movement by the underlined text is what makes the hyperlink metaphorical. The iconic metaphors listed in Figures 4.14 and 4.16, are click able and aim at running a program or getting information on a particular subject. The shopping cart icon in each page takes the user through astep-by -step process to check out the items chosen by the user for purchase. The email icon when clicked also runs a simple program on the background, enabling the user access emails. In this case the icon is in the form of the mail/letter. This is a very good example of iconic metaphor as it symbolizes the regular mail. when this symbol is introduced in websites, the user recognizes it as an icon for e-mail automatically understands the meaning. This way the user associates to an object in the real world to the ones in the Internet and an interface is created as a result of this understanding. It would also be evident that structural metaphors are basically a grouping of iconic metaphors to form one unit. visual Metaphors Visual metaphors indicate the graphic elements that are well established and recognized by the user for its metaphorical qualities. They are based on those graphic elements that are 63 considered familiar for the specific topic/event/ feeling covered by the whole site or its section to create amood/ atmosphere of a season/event. One such classification of visual metaphor is the symbolic metaphor, which would be discussed in detail in this paper. Visual metaphor also relate to the feelings/thoughts running the mind of a visiting customer or user, to a particular site. The examples below display such form of metaphors. They add visual interest to the site and convey meaning to the user. The common visual metaphors seen are indications of the change of seasons, festival/holiday season etc, or a mood to be conveyed by the online store to the user, like sale, new arrivals etc for a particular season or event. The pine needles and the snowflakes on them relate to a cold winter day. When this visual element is related to a bookstore and books in specific, the thought that may role in the minds of customers is a cozy chair on a winter day, by the side of the window or close to a fireplace, reading a book leisurely. The feeling is what a metaphor can evoke, due to the primary and secondary elements, associated with a visual. Therefore the primary element is Figure 4.17. Example of visual metaphors the snow covered leaves forming the background for the name of the book store as in Figure 4.18 which symbolizes the book store and the book themselves and the secondary element is the feelings associated with the visual element projected in the website. Thus the primary 64 element helps the user construct a parallel implication. This is the tension between the primary element, which is the tenor, and the secondary element, which is the vehicle, in the metaphor. This secondary element according to Max Black's theory discussed in the literature review is not an individual thing but an entire system. However, the feeling associated with the visual element is not completely exhausted. Every prospective customer coming to the site, his/her own potential meaning associated with the visual metaphor present in the site. Symbolic Metaphors According to a definition, "A symbol signifies or stands for something else. Usually that something is concrete. It is not common for a thought or feeling to develop in to a symbol as symbols are universal and represent cultures, traditions and religions of family of origin.. . Symbols direct and organize record and communicate large amounts of information in a quick way. Cultures rely on them to maintain order, discipline and moral ethics"1 g. Symbolic metaphors are the qualities of metaphor added to the characteristics of a symbol. These visuals do not directly say what they represent but remind us of something connected to the symbol. There is transference of elements in the form of semantic motion from the primary element represented in the website, to the secondary element which is something related to, existing in the real world. Also the first idea is transformed or j uxtaposed by the second to give the user a better a little excitement and challenge, which is called the tension in the metaphor. This is why they are called symbolic metaphors. This set of metaphors is placed under the main category of organizational metaphors because they help in categorizing the 65 information displayed in the web page. As seen in the examples below, products/services are grouped under each symbolic metaphor. Metaphors like the ones shown in Figure 4.18, is symbolic metaphors. Such metaphors are frequently seen in ecommerce websites. These metaphors are used to symbolically categorize the various parts/division of the ecommerce website like Figure 4.19. They symbolize a category of products the particular page focuses on whereas the other examples, for instance the bell in Figure 4.19, symbolize a festival time like Christmas or a special product sale for a particular season. These metaphors are not click able and therefore they differ from the functional metaphors. They don't have a program running at the rear end. Also it helps looking at visual metaphors from a broader perspective. For example the look of the B2C ecommerce websites are formal due to the rigid linear structures that envelop the page. At the same time a touch of casualness is prevalent due to the symbols and few other graphic in the page. Also the eye wanders scanning the page by its underlined text and brightly colored tab metaphors. The top navigation is the first visual metaphor a user would look at followed by the left side navigation and then the central area hyperlinks and icons. The right side is also equally strong is some instances as the left side as this area consists of iconic metaphors that draw the eye towards it. The white background is almost all the websites contrasts with the bright vivid color of the elements in the WebPages. The blue of the hyperlinks help the user scan the information 'g Marcus Arron, Metaphor Design in User Interface, May 1998, Vol 22, no.2 66 quickly. The visuals of the products displayed, in the central area, pulls the user's eye forcing the user to look at the displayed visual. At times the colors used in a particular page denoting a particular category of products or service offered are also metaphorical. For example a page in an online store, selling outdoors and garden products has green symbolically representing in its page. At the same time green is also a color that metaphorically brings in various feelings associated by every single user. These feelings absolutely depend on the user's imagination and mental model. Added to this, the casualness of the graphic elements like the symbols and icons further enhance the mood, making the whole experience a pleasant and cool one. The color blue is extensively used, symbolizing trust- a trust on the online store selling the products and services. Small color dots with percentage of discount mentioned is also a visual metaphor, which the eye recognizes as a favorable offer, on which the mouse is clicked on it. Amazon.com is one example that has elaborate display of visual metaphors. Not all sites have such elaborate display of visual metaphors. Therefore every online store displays a character/ image to it users, which the eye sees and according to the user, helshe creates a image drawing parallel from what they have seen on the website to an imagination or a metal model that is existing. This image or secondary element absolutely depends on the user's mental model. It is necessary that the user has a good impression about the website, the first time it is visited, for the user to further scan through the information and navigate in the site. Therefore, on a broader sense, every single element that contributes to creating an impression or a feeling or a parallel to what is exiting in the mind of the user is a visual metaphor. 67 Personalization B2C ecommerce aims at efficient and speedy delivery of products and services to its end customers. Through this process of personalization, the e-retailer can interact with customers on an individual basis and understand their needs and preferences better through such interactions. Therefore, personalization, for example, targeting of advertisements and coupons, can be achieved with more precision on the Internet than by direct marketing or through communication via other medias like radio or television19. To achieve a higher level of personalization, e-businesses are using personalization technologies. They're creating perfectly tailored Web experiences that provide only the information and products the customer wants. r" . . amazon_com. Z;n vr» c+rT ~ svYsq uss ~ we:.axcc~s:= I t~T Ja~Ci` G+n;Sv`~"' ~vziYp.RE ~ 1t~1~i Yfk9t &Ei}aiNfE`&SRPLHI4 suu. :. E T96 bVdtE /~~ ~ // & 7 : '"~: ~;heL £~:~;: ♦M Fr -,r':.os ,.,. .~•~i ~, €slerar m •__ _ s. .Yha, ehetk cut ...... w-. Fl%eia, va::it#u+ 3#ai7i:ip:arsr... ;h'e have rE iqr vn: 2 rnS 'r~N. (X r+x+•a :ut a alr wha, s hew [q( YaY: i IF taxin not '.miMa /J•ibi»~.r• 5E'.h.hxt4.S ,~....._-_...... _._._. ~ .X.sasat'.Rc&a£[N)?SX1dt2~1Gns. fnlrsxttrctiort iq Ttw-Qimansrwrai Onsiurt A> ny L`^i!3 92nY.ex ~k.....~~ r aas.M.Jt£..A! Y_QI#r_.N~.tY.4~e if -_rages t=E?u? • o~ntYxun3fr 7py;r q+~~ti Yp1: n' rKP F,:at: ~+av:.~itas ~niriied AtraY DVD Prior: 521. #9 Yam AtCqurlt In ~sturo Pickup: S2S.99 'Ya hate 1 iteta ~.,.w.:. T}m : m ssi• Thn m I anew. boy-o;~t iiztr . (sgc:e lti+rt: S2i4 mtlon), Aayu; ;r{ ycu ~+mtx+v:y ~ e ffi:, .g .. aY ;+v ?Siyaailcis y"btnted hwgy Srn en ~. i'kkr ,Gxrikn/rsk) is a.._ tad mo=t LL"~~~,; Thrte are G rte'M "'iS': ark y0u.:•:ish Lis 4. ...` r{x511 v/r15t PL•4 riilh ?air 0- _ M.etai [y :a«0 ~► vr» _. dx for ~» ~ ~iM~mz y~0er ~ ;fit' Z~ 1:a L.7 ~¢ _+W kMs ~ ~' S ® ~ ~ ~ ,.µa - ....E" atiss ...... ,...... l'r ...... uom - vuv st_ ~z~~~.a .:~~. Figure. 4.18. Example for personalization on amazon.com 68 A site filled with a number of products and services that the customer does not want farces users to wade through options and content areas that are irrelevant to them. Such a model is frustrating, and it wastes customers' valuable time- time that could be better spent perusing products or services they truly care about. Building a unique boutique site not only helps convert browsers into buyers but also increases average order size and turns occasional purchasers into regular customers. "Jupiter Communications has done research that says the sites that are using personalization had a 39 percent increase in their bottom line," says Larsen, vice president of marketing and business development at Net Perceptions. " 20 American Airlines Inc. has personalized its Web site so that its business fliers view it as a business airline and its leisure fliers are convinced it's a vacation carrier. Several sites such as the Amamzon.com and netflix.com, hsn.com, bn.com and several online clothing retailers such as art.com, etc, create the same personalization for their users. Also personalization is also seen through the welcome note presented when the user logs-in to the website. In the case of stores Amazon.com as separate page is dedicated to the customer when they return to the online store, with the details of all the items they had browsed in their previous visits, and placed in their wish lists. Also the store welcomes the customer byhis/her name. The same level of personalization is seen in Netflix.com 19 «IBM India Research Lab", http://www.research.ibm.com/irUprojects/ecom.html, (Accessed on May 2002) 20 http://www.mahoneyinteractive.com/800.htm (Accessed May, 2002) 69 This way the user or the customer may not search for the products all over again instead access the products directly in a very short time. Stores like eBay and half.com, personalize by showing the customers account "My account" and the shopping cart as "Your cart" in bn.com. Therefore a certain level of personalization is to be seen in all these sites. ~'~ ~ ar~~! ~ ~t~r ~i~te I ~ at Ili a#~I ~ri+~r~~ f ,--.e ogi n Figure 4.19. Examples of Symbolic metaphors ~o Personalization not only takes place for the customers abut on the other end over used metaphors have brought about a interesting twist in representing the shopping cart of the various stores. In many cases it is not the same boring old simple cart. In a real clothing store like Gap or 1800-flowers.com the shopping bag has the model which is provided in he real stores for shopping. Thus, matching the metal model of the user in a web store. 71 CHAPTER 5 RESULTS, FINDINGS AND DISCUSSIONS The purpose of this chapter is to present the results of the statistical analysis of the data collected from the selection of the top 20 B2C ecommerce websites and to answer the research questions addressed in the literature review. Chapter two presented a detailed account of the terminologies and concepts that were applied in this research. Based on the literature review, an attempt is made to evaluate and analyze the existing B2C ecommerce websites in the previous chapter. An analytical matrix and graphical representation is used to represent the results. Also the reliability of the results was tested by conduction the user test. Analysis Matrix The analysis matrix was based on the analysis of the top twenty websites listed in NextCard ecommerce index.' The Nextcard ecommerce index is a listing of the top websites. The analysis (Table 1 and 2) and the graph (Figure 5.1) show that all top ten websites use organizational, navigational metaphors with the exception of visual metaphors, which is used only by few sites. The analysis also shows the various classifications of the organizational metaphors, navigational metaphors and visual metaphors that were used of these, structural and iconic metaphors are used frequently. Studies corresponding also indicate that in the top 10 website, 100% use organizational metaphors, 100% use of navigational metaphors and 30% use of visual metaphors. Looking in detail further - a 100% use of navigational metaphors and 40% use the symbolic 72 metaphors. Similarly there is a 100% usage of functional metaphor in the form of iconic metaphors. Table 1. Analysis showing the usage of user interface metaphors by the top five ecommerce websites. Metaphors amazon. half. ebay. bn.com ubid.com com com com Organizational Structural Metaphors Metaphors Iconic Navi ational Metaphors g yperlinks Meta P hors H By Location Visual Symbolic Meta P hors Metaphors '~ `~ `~ `~ `~ Personalization Table 2. Analysis showing the usage of user interface metaphors by the next five ecommerce websites. Metaphors Netflix. Priceline. Hsn. Buy. Cdnow. com com com com com Organizational Structural Meta hors P Metaphors Navigational Iconic Metaphors MetaP hors ~ '~ Hyperlink ,/ By Location Visual Symbolic Metaphors Metaphors `~ Personalization ' http://www.nextcard.com/indexes/july_index_movers08_20_Ol.html 73 12-. , 10 8 6 p Series1 ' webistes 10 top 4 2 0 Structural metaphors Navigational metaphors Visual metaphors Classification of user interface metaphors Figure 5.1. Graph showing the usage of the categorized metaphors in the top 10 ecommerce website It is also noted that the percentage use of visual metaphors increases during festival seasons and special occasions, which creates a mood for festival as in the real physical stores. Therefore, an illusion of the physical store is created online. This study is represented graphically, in Figure 5.1. An attempt is also made to analyze the reliability of the classification of user interface metaphors created in this paper, through user testing and the result is that 90% of the users agree on the classification of the user interface metaphors in this study. 74 Comparative Study This study also empirically investigated the top 10 websites to the bottom 10 websites listed in the Nextcard.com listing. As a result it is seen that 90% of the websites analyzed have organizational metaphors in the form of structures that give a strong framework to the site. At the same time it is to be noted that 100% of websites had structural metaphors in the top 10 websites seen earlier. This is similar to the structures of organization found in the top 10 sites discussed earlier. 60% of the websites have iconic metaphors, in comparison to the 100% seen on the top ten websites. Visual metaphors dropped to a 20%, Figure 5.2 and Figure 5.3. The overall analysis of the last 10 websites can be concluded that though navigation was simple and straight forward with a bunch of hyperlinks and icons, the sites were boring and the process of navigation is not amemorable/attractive one anymore. With this comparative analysis a one questions emerged- was the use of user interface metaphors one of the reasons for the success of the top 10 websites? The answer is yes as well as no. User interface metaphors do contribute to the success of an ecommerce website. As we recollect from Chapter 2, the design of the website is not everything to the success of the ecommerce website, though the design is the face value and does matter, as far as attracting the customer. Users do get fascinated to a well organized and designed page and site. But all that fascination is for few minutes. After a while it is all about navigating and finding the products and services they are searching for. It is business after this point they are interested in which is controlled by a highly efficient back end program and good architecture. The analysis also reveals that the lesser use of visual and other 75 10 9 8 20 7 N0.10- 6 5 o Seriesl webistes 4 10 3 Next 2 1 0 Structural metaphors Navigational metaphors Visual metaphors Classification of user interface metaphors Figure 5.2. Graph showing the usage of the categorized metaphors in the next 10 ecommerce website X= top 20 sites Y= classification od metaphors Sites that donot have metaphors Y Structural Metaphors Iconic Metaphors Hyperl inks by Location Symbolic metaphors Personalization 1 2 3 4 5 6 7 8 9 10 11 IZ 13 14 15 16 ]7 19 20 Figure ~.3. Comparative study of metaphor usage in the 20 websites 76 metaphors, the less interesting the site tends to be. Navigation becomes boring and monotonous, especially if the navigation is by as set of rhetorical and hyperlinks. The punch in the website disappears. Also with its important positive characteristics like recognize ability, the quick scanning of the eye, better recall, and space savings concepts also disappear from the site. With the lack of the tension created by the metaphor's primary and secondary element in the users mind, the illusion of a physical space and metal model also is lot to a great extent. If the back end program is fast and satisfactory and at the same time the journey is made pleasant and enjoyable due to the design through every page of the site, an unforgettable user experience will motivates the user to come back to the site again and again. User Testing Results Q.1 Q.2 Q.3 Q.4 Q.5 Q.6 Q.7 Total User 1 100 User 2 X 90 User 3 x x 80 Average 90/100 Table 3 Reliability user test results 77 User test was conducted to evaluate the reliability of the study classifying metaphors. As a result of this study 90% of the users agreed on the classification of metaphors in the B2C ecommerce website design. The study was conducted based on the method mentioned in Chapter 2. Three users who had experience using the World Wide Web and shopping online were randomly picked and elaborated on the classification of metaphors. They were given a questionnaire to answer based on the study and explanation given to them. The results of the study are as above (Table 3). Questionnaire to the User testing could be found in Appendix A in this study. To understand better the usage of all the above-classified metaphors, the number one websites are taken as examples for a detail study, recognizing and under standing them. Evident from the Figures 5.4, 5.5, 5.6and 5.7, the structural metaphors occupy the top left part of the website. The search engine, which is an iconic metaphor, embeds within this structure. The symbolic metaphors are placed parallel to it forming the heading for the content of a particular page. Hyperlinks are the underlined texts that are found in almost all pages. ~g i'-'8adc - yl► - f~ ~ ~ Semch gjPavori[es F~tNstwY ~' f~ Links ' ' i Address ~~~ http:((www.amazon.com(exec(obidos(tg/browse(-(283155(reF%3Dti~!SFfu°Io5F6%SF3j 103-5867702-5826243 ~~ Plum Fantastic Stephanie Plum fans, rejoice! The New Jersey bounty hunter Jteito. Sign in to get personalized recommendations. New customer? Start here or find out how to order. More Search Options returns in ro me - Nrnes. Find all the Plum A Hint of Harry novels and more in the Janet Evanovich Store. ~_ If you can't wait until June 21 to find out what's happening to Harry Potter, we've got a treat for you: a free audio excerpt of Harry Flutter arnd the Order of the Phoenix. Peeved M,•Goo~da Want to Get in the Game? These books from New Fero ~l Riders and accessories Sams have all you need to .arts & Photograohv Audio CDs get your game programming and design Audiocassettes Bargain Books skills up to speed. Biographies &Memoirs 9usiness & Investinq Calendars Qatalogo de libros en New in Books espanol Hour-by-Hour Children's Books Harry Patter M17eter Publishers Weekly From -Order fifth Computers &Internet -, .~ ~ ' Another bestseller is on the docket for Scottoline (CoFutiog Trouble; Rough Justice; The Vendetta Defense), with a new legal Pre the Harry Cooking. Food &wine Potter book today! caper featurigg the lady lawyers of series heroine... kead more Entertainment ~635y770 Gav &Lesbian (Number of Nany Potter and Health. Mind &Body the Order of the PAoenix History books sold to date at Holiday Greeting Cards Home &Garden ► More New in Books Horror of Harry Large Print A Hint the Amdzon.com 100 Literature ~ Fiction Jf you can't wait until June 21 to find out what's happening to Harry Potter, we've got a treat for you: a free audio excerpt of Harry' Mystery &Thrillers Save up to 40D'n Potter and the Order of the Phoennx. Nonfiction Our Bestsellers, Outdoors &Nature Updated Hourly Parenting &Families Professional tk Technical Reference 1. Harry Potter and Religion BC Spirituality Order of th@ Romance the ~!] Done . ~ ~~ IMerret Q Organizational metaphors Q Navigational metaphors Figure 5.4. Showing structural and iconic metaphors in ecommerce websites . ri~~~ ~t1~rlf' amaaroncom. VIEW U1Rr I WISH LIST I YCR}R KCWK7j I HELP ,~~ ~ vnn]TNP.'S ~ AP-FAREIi ~~MORE L' ani ~5 LOtd SO"♦ r'3 •,ruler ACCESSQRIES ~®~~ o YOUR FAVORITE YOUR THE PAGE rRJENDS & STORES RECDMMENDAii0N5 NfW FUR YQU YQU MADE FA'v ORJTES C~ _ - Get yottr Amazon.com Platinum Visa' Card _ s. _ ,,. facto mor~ a save s30 y;i;r *:rat purchase ~~ ~ ~'s Stt~re ', ~ Ali ProducTs J Vanitha, check out Hsllo, Yanitha Alagirisamy. We have f- ='" d3t10n5 fof you. (If youn not yanitha Alagirisamy, clic what's New for You: (If you're not Vanitl,a Alagirisamy, click. here.) I ~ Your Recommendations The 14'on-Designer's Design Book Cdlohalor-~ by Robin Williams Corr~mercial Hard Price: §10.47 BROWSE YOUR STORE A.riOdi2ed 5-L''2 Recommendations Ouart Saucer ~~:~ith Your Recommendations Lid Yaur New Releases ~'~ Calphalon Yaur Bargains Outlines the essentials of page layout, emphasizing the four concrete principles of design--pro~rruty, alignment, repetition, and More Categories improve Yaur contrast--in an... F:eadmore I (+nrn~ ~:~a, t re.:orr~rn.nded tn~_~) R.ecommendatior~s Cook:~eyare < Cc~r'or irrQzx by Jim Krause (oYF~4,-) Mare to Explore +'~> .accessories Yaur Lifestyle Oreatr.E i=dy^e by Lynn Haller (rYn~~>) Arts &Photography The Page You Nlade Sell ',tour ~'f 'r ha ^ior:-~'esignar's lyre Book by Robin Williams, Nancy Davis (Editor) (v~r,, ) Collection Alternative Rock Favorite Stares ►See More Recommendations ~~ Professional & Your Book Store Technical ►See n4ore Stares ► More New Releases Your New Releases Your Carnmunity 'r our About You Area Spirited A kva Fner~d_. < Fa~;orites V DVD Price: $22.49 Your Account In-store Pickup: $25.99 ~' You have 1 item The highest grossing him in Japanese boa-ol~ce hsstory (more than 5234 million), Hayao MLpazalci's Spirited Away (San To in your Shonuinq let t. Chihire Kamikalrushi) is a. &'.ead more There are 0 items < on your tArish List. `~~ Fossil 'J':'rist F'D.a a,.ith Palm GS -Metal by Fossil 7r`ra A~~imatru DVD _. ____ .. ._ ---_._...__._____.__...___n IrYernet ra ~StartJ ,~ ~ l' ~~ ~ ®L'91 ~ ®~ ~~Uusls bf drePter , (~~resuks.doc - Eiv...' ~ Adobe Ikntratar ~ ~tt»ss by rhapter ~ ®~Decl.doc -Micro... `~ j Amazon.cum - ... ~ ®~ Zi`Gt 9:02 ANI a Visual Metaphor ~ Symbolic Metaphors Figure 5.5. Showing visual and symbolic metaphors in ecommerce websites 79 l~:rgsadt Eretcrrtet Frp!'nr'er ~~ - "`' - €~ :J ~ ';Search ~Faaorites ~Histary =~- ~ t . - ~ `~ Address ~~ http:JJwww.amazor~.corr~jcxerfobidosf[q/browsej-i_33155jrel°l,3Dtab%SF-fu°kSFb%SF;i,fID3-580?702-5826243 Links » `~~ amaxon.com. 2 ~~~~ i WISH~Ti YOkiRArrOUk,~ i ~ YOUR - ,.. A' ~~~ O SEE MORE t ~~.ur mold u,,,. STORE - - `-" AC7ESSORifS STORES SEARCH BRGNSE gFST SELiERS MAGAZIr1ES CORPORATE €~ E~ROOKS gARGA1N USED SU8!ECTS ACCGUNIS V A DOGS HOOKS BOOKS S ve hundreds of tNarner DVDs starting at $8.99 in our Red-Hot GVD Sale. Plum Fantastic Stephanie Plum ~% Cr? ItiE;S .S~3r JvF;` fans, rejoice! The New Jersey bounty hunter Eiello. More Search Options Sign in to get personalized recommendations. New customer? Start here or find out how to order. returns in To the Nines. Find all the Plum A Hint of Harry novels and more in the if you can't wait until June 21 to find out what's happening to Harry Potter, we've got a treat for you: a free audio Janet Evanovich Store. excerpt of Harry A7tter and the Order of the Phoenix. {{~ Powered Mlu"ogle J Want to Cet in the Game? These books from New Atld ElMOr$tsl Riders and Accessories Sams have all Arts 9: Photography you need to Audio CDs get your game Audiocassettes programming and design Bargain Books skills up to speed. Biographies & t•.temoirs Business &Investing Calendars Catalogo de libros en New in Books esoanol Dead Ringer Hour-by-Hour Children's Books Harry Potter Meter ,, From Publishers Weekly &Internet Computers Another bestseller is on the docket for Scottotine (Courting Trouble; Rough Justice; The Vendetta Defense), with a new legal order the fifth Ham Cooking. Food &Wine tter book today! caper featTuigg the lady lawyers of series heroine... Read more Entertainment :635,770 Gay &Lesbian mbar o4 Harry Potter snd Health. Mind & 8odv tAe Ordar of Me PAoanir History books sold to dot. at Holiday Greeting Cards Amazon. coin) Home &Garden ~ More Ne~.v in Books Horror Large Phnt .4 l-iint Of l-lai'ry The Amazon.com 100 Literature &Fiction I i 1 - ., If you can't wait until June 21 to find out what's happening to Harry Potter, weave got a treat for you: a free audio excerpt of Mystery &Thrillers H~ Save I,p to 4nh o Nonfiction Potter and the Order of the Phoenix. Our Bestsellers, Outdoors &Nature '° Updated Hourly Parenting &Families Professional 8c Technical Reference Religion & Spiritualit'y 1. Harry Potter and the Order of the Rorr~ance .J E ~ Ir#ernet ~~ Q Navigational Metaphors Figure 5.6. Showing navigational metaphors in ecommerce websites ~Amazon.com - Vour Store -Microsoft Internet Explorer _!9 X~ . _...._. Fie Edt View Favorites oak Hrdp :+Esadc - ~ - ;yi J °,~ ~~Search ~Favortes ~Fistory „~' ~ ~ - ~ 'a Address ~;~ http:JJwwv+.amazon.coin/exec/ol~idosJtgistares/Vou"Istae-banal-/Ulref°b3Dtab965Fmi965Ffr°k5F2/303-394M73.7t39046 J ,~'~ ' links r~=l'~t ~t111 l' VIEW URr WISH OST ' YDUR ACCQUMT} ' HELP ;1 amazon.co . . t'. .S IIIELCOME Y =BOOKS~f APPAREE 8 TOYS k KITCNEN d CAMERA SEE MORE 5T0(~ ACCFSSOIIIfi ~ GAMES HOUSFWARES A PHOTO O STORES YOUR FAVORITE YOUR HEW' FOR YC~II THE PAGE FRIENDS S STORES RECOMMEH DATIOMS YOU h1ADE FAVORITES Get Amazon.com Platinum Visas Card y tom.-.~.~.F .. SaVG' 531 - iili" t:'.. Jilri: i~3`,~ ~. ~ Vanitha's Store NEW FOR YOU All Froduds J j ~l ~— t uanitha, check out i-iello, i'anittla AlagirisalTTy~. We have recommendations for you. (If you're not uanitha Alagirisamy, dick hero.) what's New for You: (If you're not Vanitha Your Recommendations The ,Yon-Designer's Design Book Calohalon by Robin Williams Comrr~ercial Hard YDUR Price: $10.47 BROWSE STORE anodised 3-1;2 Recommendations Quart Saucier 'with `r'our Recommendation_. Lid 'Maur Ne~vy Releases ,tti..,.~ Ingram Calphalon `•i our Bargains Outlines the essentials of page layout, emphasil~gg the four concrete ptiaaples of design--pro~mity, aligimmt, repetition, and More Categories Improve 'four contrast--in an. . F.ead morel (why was I rea•mmanded thin") Recommendatirns ,= Cookware ~~ CoFpr- Ind? by Jim Krause (':~+hv") re lyTore to Explore Accessories Your Lifestyle Crea£1~.e ~dg2 by Lynn Haller (~n+r,~~ The Page You P,~ade Arts &Photography Sall 'r our Collection ~ The Non-f+esiyr;'er's rvt~e 3cwk by Robin Williams, Nancy Davis (Editor} (+wn - alternative Rock Favorite Stores ~ +See f+lore F.ecommeridation=. Professional & Your book, 5tora_ Technical ►Sao h.~ore Stores ►More New Releases Your New Releases l'aElr Gamrnunity out v~ u area Spurted Away Favorites DVD Price: 522.49 In-store Pickup: 525.99 You have 1 item The highest grossing film Japanese box-office history (more than $234 million}, in your Shoppiri~~ in Hayao Miyazaki's Spirited Away (S¢n To Chihiro Kamikakushi) is a... Read more art ~ There are D !tams Fossil 'Nrist PGA v.ith Palrr~ C~'_ - '' Total 6y Fossil ""~ ?.+!a Ani,:+atrr.: DVD J ~ ~ _.__ ~thesisbychapter ~ ~~resuks.doc-Hfa... ) ~AdabeIkrshator I ~thestsbychapter ~ ~~Doci.doc-Mkro... J~~jAmazon.eom-_ 1~~~~~ 9:02 AM 0 Iconic Metaphor Figure 5.7. Showing iconic metaphors in ecommerce websites 80 overuse of User Interface Metaphors in B2C Ecommerce Design Metaphors are temporary bridging concepts. When they become ubiquitous, they die. The process is similar as in linguistic metaphors. Also, successful metaphors end up as overused metaphors or as described by Jacob Neilson "dead metaphor". The familiarity provided by the metaphor during earlier stages of the use gives way to familiarity with the interface due to the actual experience. Thus, after a certain level of usage of the metaphors, it is the actual details of appearance and behavior, i.e. the physics that form much of the substantive knowledge of an experienced user than any over anchoring metaphor. However, the power of metaphor comes early in usage and is rapidly superceded by the power of actual experiences. It is a characteristic of the metaphor, no matter how deeply a figure may penetrate a language; it never loses its figurative potential. when the metaphor is overused metaphors or dead, the concept is a convention and not metaphor anymore New Metaphors While designing the B2C ecommerce website interfaces, one is limited to the metaphorical resources at hand. The reason is that the metaphorical resources should be familiar to the users in order to work with them. On the other hand an unfamiliar interface metaphor is no longer a metaphor at all. It is to be accepted that one cannot design metaphors the way one sees aself-consistent, self-description of appearance and behavior. Therefore, there are very few alternatives for the metaphors that exist today in B2C ecommerce websites. However many online retailers use metaphors on their site to add personality and help build a brand identity. An example of this would be http://v~~avw.garden.com, which takes metaphors too far and confuses customers by calling its shopping cart "wheelbarrow." Online experienced 81 customers expect to see something called "shopping cart on the online retail store and new customers on the other hand not knowing what to expect and would get absolutely confused. Therefore, a drastic change in the use of user interface metaphors (changing from the existing metaphors to new ones) can get online customers and users confused. It is a fact that users scan the web pages very fast for the information/ services they want. Therefore, making them spend sometime trying to understand the various elements and their corresponding functions would make the online customers leave the site. Thus, the online store loosing valuable usiness. An alternative that could be suggested as used now at a very low level is personalizing the site to acquire higher brand recognition. Minor changes to the websites' user interface metaphors can be made this way. An example of such a change is the shopping bag concept that is being used by several well-known brands like Gap. Here the metaphor comprises of the brand identity on the shopping bag. Example of such a store is http://www.gap.com. Thus the characteristics of user interface metaphors such as easy recognition and memorability of fundamental concepts conveyed through visuals/signs or images that match with the existing metal models. Are the Existing User Interface Metaphors in B2C Ecommerce Websites Appropriate? All metaphors in the B2C ecommerce websites are not appropriate- though they remind of an existing mental model (the mental model of shopping in reality) they do not satisfy the 82 exceptions of the online user /customer completely. This is evident among new users as they do struggle to figure out how the shopping cart metaphors actually work. The reason, the shopping cart does not at all-time show what is there is the cart or all the items the customers has picked. To see what is there in the cart, the customer has to go to another window, which lists the items in the shopping cart. To continue shopping after taking a brief look at the shopping cart the user has to return by a different route. In some cases the user interface button, would lead to the store entrance and if at all a short cut is attempted, then the shopping cart would mysteriously empty. Therefore working out the appropriate user interface for the metaphors that exist in the ecorrunerce websites is very important. Summary The top 20 websites listed were analyzed and the data thus collected using the matrix goes to prove that websites use a particular patter to achieve maximum usability. Metaphors are tools that aid better navigation and create an interesting effect during this navigation. Also the usage of metaphors in the top twenty websites show that as a standard, ecommerce websites use organizational and navigational metaphors in all most all their pages. Symbolic metaphors axe like the icing on a cake which forms a decorative element. At the same time they also help navigation by categorizing a particular section for clear understanding. Therefore their use is comparatively very low to the other classification of metaphors mentioned above. However, it is seen that the usage of symbolic metaphors increase substantially compared to the other classifications of metaphors, during special occasions, festivals and holiday seasons. 83 CHAPTER 6 CONCLUSION This study was undertaken to analyze and classify user interface metaphors in B2C ecommerce websites. Implicit from this study is that the use of user interface metaphors will improve the visual and working experience on an ecommerce website. The purpose of this chapter is to present the conclusion of the study and offer recommendations based on the findings of this study. As a result it could be concluded that metaphors have been and will continue to be a significant component of user interface design in B2C ecommerce websites, at all levels and mental models. They simplify and help provide easy navigation within the site. As technology improves and develops, and functions on the website increase, the challenge of enabling more number of people to use the website, will pave way to new metaphorical interfaces that will closely match with the mental models of the users. At the beginning of this study, the researcher brought forth research questions about the classification of user interface metaphors in B2C ecommerce website design and how this classification could be justif ed as an appropriate one. The classification of the metaphors in B2C ecommerce websites is based on the classification of metaphors in information architecture and multimedia as seen in the literature review. This is because information architecture is directly related to web design and multimedia. 84 Many ecommerce websites have metaphors that are used over and over again, loosing the tension in the metaphors. Most overused metaphors are usually successful metaphors. Since the power or tension in the metaphor comes only in the earlier stages of the usage and is gradually superseded by the power of actual experience, the metaphor used is no longer a metaphor but is a convention. However, new metaphors can be replaced to existing overused metaphors, provided the interface is one of familiarity and matches with the existing metal model of the user. The use of metaphors adds personality to the ecorrunerce site to build brand identity. Ecommerce websites are personalizing their websites to improve band recognition, which is related to the shopping experience in the real world. This is an alternative that is suggested to replace old and overused metaphors. Although the results from this study show increased use of metaphors in the top ten websites than the bottom ten, it is not proved that the contribution of metaphors is one of the factors to the success of the websites. The success of an ecommerce website rests on several design as well as business factors. A well designed websites with the use of right set of metaphors may not do as well to a site that has very little use of metaphors or rather no metaphors. At the same time a successful ecommerce website is dependent on considerations of the major users and not minor user's culture, age, education etc., of the target population. The finding of this research evidently indicates that metaphors increase the level of navigation, usability and credibility in the ecommerce site. In other words, the appropriate use of metaphors would increase usability and effective navigation among users creating a equally interesting 85 shopping/ browsing experience. Thus a designer must keep in mind that a successful metaphor is user-centered that incorporates a balance among the designer and user. Limitations This study was conducted based on a thorough review of the literature and the classifications of user interface metaphors found in the multimedia. Also the selections of the websites were based on the data provided by a review of the top 20 B2C ecommerce websites, published in v~~vvw.next card.com, in 2000. Since 2000, several new B2C ecommerce sites, which are employed in this study, have reached the top 20 status and several have declined the popularity. Thus the relevance of the data of B2C ecommerce websites should be considered based on the time line this study was conducted. However the basic classification of user interface metaphors is timeless regardless of the trends as the roots of this classification and study is from the classification of user interface metaphors in information architecture and .multimedia. For these reasons the result of the study should be considered in this light. At the same time this study limits to American websites as the pattern of user interface would change for websites from other cultures and so would the metaphors. This study is a pioneering one, in the sense that it is the first research on the classification User Interface Metaphors on B2C ecommerce websites. The other limitation of the study is that the reliability of the study is measured through a user testing, but not the validity of the study. This is because the study aims at understanding the metaphors see on the B2C ecommerce websites, and therefore as part of this process classified them for easy understanding. This study aims to guide researchers and designers as how to design and use 86 effectively user interface metaphors for the websites. However the study is not tested to know if the study works in the real situations and towards what goals it works. Future Study The following recommendations for practice and further research are made based on the outcomes of this study. • Since this study measured the reliability of the classification of user interface metaphors in B2C ecommerce websites, as a next step the validity of the study could be measured by randomly picking users to talk about the various metaphors they see on the top ten sites. • With the developments in technology, the requirements for new user interface metaphors will be required. Therefore as study could be conducted as to how might metaphors be designed for different kinds of intelligence. • Ecommerce is going global and people can buy or sell goods and services from any part of the world to people on any part of the world. In such cases it is necessary to develop metaphors that can reach to people from different cultures. As a process in creating such metaphors, a study could be undertaken on how metaphors be designed for different cultures that different by such dimensions as age, gender, national and regional groups or professions. • Advanced user interfaces require consideration of new metaphors and repurposing of the older ones. A study which formulates to assist researchers and web developers in achieving more efficient effective ways to communicate to more diverse user communities can be conducted. 87 • Since the websites analyzed in this study are from the top 20 list published in 2000, a similar analysis could be conducted on the more recent listing of B2C websites seen online. Also recommended is a similar compassion of the usage of user interface metaphors in the top 10 websites o the bottom 10 websites in the new listing. • Since people of all ages use the ecommerce website, the navigation pattern would change according to the mental framework of the user. It would be an interesting study to see how people navigate based on their age, culture, and gender. 88 APPENDIX A. USER TEST QUESTIONNAIRE The purpose of this appendix is to verify the scoring criteria in the evaluation matrix. The User test is based on the process of reliability measured in the methodology and supports the research questions. Thus the objectivity of the questions is important to gain correct information from the users. This small scale user test represents that each user has similar understanding from the sample websites. 89 T . Ty «~ .. ; ` ~ h; ~,. h i \ L. l iti.' ~' L.... ~. ~~... r~\) A Information about the user: Name: Gender Age: Education: These questions are provided to you after explaining the analysis part of my paper. Questions maybe asked, and clarified before the questionnaire is presented to you. You can leave the test if you do not feel appropriate to answer at anytime during the test. It is a multiple-choice questionnaire. Choose one among the answers you think is appropriate. User testing Questionnaire General Questions: 1. Have you used the web? Yes No 2. Do you shop online? Yes No 3. How often do you shop in a month? Once Twice More than twice 4. V~Thich are the websites you visit often to shop 1. 2. 3. 4. 5. 6. 90 T .. ~ ~ '1 '~ 1 .a ~ ~ 1 ~~. la ti ~ M ~ L. ~ 1 L .,. h Testing Questions: 1. This a structural metaphor ~~~~~ ~ ~l~T~R[~'[~~3lM~'~ . ~ ~'E~P ~~t.tsERS x ~ ~l~~ ~D~ 8~ ~A~ttiRiT~S !~ ~R~~ ~-{~`~t?S < ~ ~l~~h~' SJ~I~ Organizational Metaphor Functional Metaphor Navigational Metaphor Visual Metaphor 2. If these were click able under what classification of metaphors would you place them? ~':"... ,... : ^,,a,. ar.,v: ~, ~ .t S» . .'::i : . :: ~.: ~ .i: :i; •:zs:•: Organizational Metaphor Functional Metaphor Navigational Metaphor Visual Metaphor 3. This is not click able and doesn't have a program n~nning behind. what category would you plce this kind of metaphor Iconic metaphors Symbolic metaphors 91 4. Under what category will they appropriately fit in? HI6HU6HT5 #mod ~Q€~~ !~~ ~~~ ~ erna~ u~~ sp a rt r pl,~ ~~np sp~r~ & ~ sigma u~: ~-nr~ t~~ ~S~'s 2~f~ an~~r~'sa~t~ chaRcai'e U ~3tlt' ~ T~~~S~ ~Qtt~t Ci~~tltt't~ ~~ Q'~~ Organizational Metaphor Functional Metaphor Navigational Metaphor Visual Metaphor 5. In your opinion do you think the scheme covers everything you saw, Yes No If not, what should be added 92 ~ IJL. 11,~L 1"".. L..~'~L 6. Mark the various metaphors classifications that you see in this website. sa© E+~ ~e~ yew ~o . sic>itfr ~ ..__._~_. _..._.~..~~..__..._..~~~.. ~_--__.~ j ..._...... ~_----- ~ .._.---..~ _ ...._...- 8acic ;=.;~~~:1 FF~o~d Hoene .....__~'_t..~_'...,.HMsbcaDt _~ .^Secssiy .._._Si'°p ..._.....,_.;:z~~ 8odcrnatic>r, ,~ Lacutiorr ~fihjx!lCdrww.~+cJ ~~ Whd': flela+e+d AZ~O{Afr 1~IIiM CeM~ r- ~ ;1 My w: ~ OBOE# ►iiTOAY ~ i~t.>• "`~ Uft ~ sMDMNO CJ1Ri L~IYV 1~ ~~ t+Itwr rails a satu+cN eY: ~,~rt+st .~ .~!>~1 ;t MUSEC DVOlVNS PRiEFERRED ev~rEa~s cue t1tfTS i OE~AR MY C.aNOW T+-p 1 •?~ ~ ffrs~ Fel^_.a_e- 4 I~~t;,., r,: j t:•ar~ioaJ: ~ Euyee'< GJ+fir= i Ir.~trvuv~ ( tes..1 Store Spotlight: CwE the Qra:,~t gft'; ?a- ke?h~►r'_ may+ cawo.r 0 Weicomet ;;►t: ►~~~: ...~,... S9.49j Ct^catest Hits For Qniy ar SHOP Th+s Is the time to stook up o^ coflet:tlons by your favorite artists. Only S9.p9 buys you greatest tilts albums from Ray S4Sl~ Charles, Elton Sohn, 4e►nsmith, end marry ~cie± (Nrnt: Mother's Oay, graduatrens, and wedct+ngs ire In season, sc wt-:y not give the gift of musk?~ ~:: Greatest Hits This htip-HaD perosrnich ~j ec;ron~c anc .~ ~ye~ltest Hitt C9;~rttnr ~ CD: SAi..E }n' . Adrd to Cart 59.99 Sin to With fJ~ ~t~ fteg9ae,~r'k~ wor1G L.a tin lief RQC!( ~}dSsfca~ GOING ON NQW: YocaillKsinim~tai The GONOW Interview: Coo Goo Ooiis New age frortman lannny ~eznik talks about ~hrisfiarllrospe( r~riter'i Hack, hvir>g the single rife, end ~oundtrBG~'~ making hrs group's new album, Cast Nscorolnp,~ ~~ cerftow®r. r+"are 91die~ News: HEAVY HITTERS: ~ -0 4~„ OFF ~tu:.'~3r''tltV 1:?d Rncic ''n;rPrs Elatk Sdbt~~atll ~ Marsh ~r4SK;B .4i! StY'rea rev't MuL ~.udecr~i~: Warr? of ►.taflf CD ~1,,;~?s ~ ,~hervJ Crovt: Cm~+n Croon CD j:3 2' Mprt! RociG J ~~. ;aar~.nlan: aan. 93 7. Mark the various metaphors classifications that you see in this ~-ebsi~e. fie E6c Y~ Fa,roNe: ~~ - =~ Stag Ast~e~ Name Sesei+ Fa+raies H.e+ary Fort f rat i~sttn• ~dret~ ~~ http:>i+vww.amacroR~on~leo~eclooKiocttplbroVrae/-1~3t58JrdX30tab'c5Fn►XSFb:5F311 03 5761 16s1616b~5 G id:: ~FreeAElL i L}rirrrtsd hftet►ret YEw Carty ~ tinz►r tnT i rot,~r ascovW~ ; ~ gt:tt amazan.com.-.._...~ "~~ Krt!xEs i r ~.iiJ~NF AtJlfaAtri~f Yptl ~— raurr two S1E WElioi~ti SiDtti t~RS ftEcnrarxs , rtsrrts£rralFS Is ttCllirrt ~ sucacrtcr;rotas~ ~ sTOREi 8E513ELI.FKS tMlEJt(.r.IlkfS ~ ~~~ t SUS ~4 ; /LCQ EU iS ` b DI3[S } ~Ex DQt6 ~ oOtcS 1 -- frN lrttt .: V~e ter.. ~~ SEItRCH nOOtS =~~ir3►.t<~, Books :!; :~?~ Books S~V~~Q~~~ •... UVL1 .,~11r • G~.s~ t.#Tt ~.1t~L'S • ~i~ • F14~tt Mort ~earctti OL+tiort~ Neils. Sign m to qet gersflnal►zred rgrx+mms+nQ,mons. New aistomQrt Sta'i'+erg or find out how to ~ROwSE IIL~Lr F>?atur-Fd Tv~lny aed iaranr►i ""'~`,...... ~~~ Get an A,"t]BSS on@S New i~ i=t',ttttre Beleasts arcirtrtect's l~rL4 S, Photncr~aohY FciuC~it1 t~ttrirW t►ierr ...t►trt4 t'~rthor Sorry i^xcusY~ Mrthv Sfnt.p r;i itlh Altlicrnl ~~ p8rspriCOre on sctesd atria, aa~dragooks lOOa f, :~ey~id tea lfsr.,l~+Gthael ?dooR's s~aarst •Tbdas.CEwP t3.osge Bvsh's poste trt tona~+ate in tip ~~ocranhres & Memo~r~ Na. l st Masaneaar w~tlLn days of pub}uatan. R'it~/' t~s as ~sleaioahg sd... ~,esdmms krtchen rn ~usrness~} Investrn~ data Cb~nesr~rs Ca#er?dat~ Caraiono ~ IfirrZs en F~~.+►ts tct die Mew Sar^t ~snana~ :Kean ata•~ . Ch~ittr~rt'~ Baak~ Comauters ~ Internet ~~`~~ CaUkmQ, ~oc~d b Wrn@ The ~lr»aron.c~m 10Q ~r~te!tasnmen( • Tate ?4lral~v JCi1CfFM by Andrew wed, Rosre Datey ~avt uc► tts atla, b Lesdran • MtL,iuQhlrn, Gaf Trrg «trrrry D+~rks by Emma Nrtda i:rau~s Our 8astsetlers. Hmatch. Mrnd 8~hadr • Ctty ~~s br Mrchael cortneuy Uvd~t►d Nouriy HESODrY Home a c~arnen ► More New t3 Future Retaase~ !Nu~~srs etitJ ~5t~'~[~ ~ ThrliterS ~rl4d~Q N+tiauprnrt, rrroo,a ~~o^•h~[ton t t;e f~r~ i~liracic Kraus outdoors ~ hat,,lrg * Z,475r~s c.^ @ Mrnute: rr tfiQ 'c~!~n~j~rl Pt r~r'•'1r~fe$ Ia saAy wapt. lfrs pX l~racJs ~ rswstxscsut of ea ss:hrr Seaesateon of diet books. ldueh adthc Mo~rxnQ br )ot~ge ,r,~*esSranai & 7ecttni~a.1 focus is os~ as mtssla~al clsaastn~ pro~aas. fo2land by a dut thai>s ?0 ta. . $~~ Crurst3, Agony ~ererence Robbins se!roron b Sarrr•_z;alsty 3. The Shelters cf j4rT13n~e ~~nQ (Ford; ~ ~hriCrrn NQ ;aence Serves_ ~aenc~ ~rLt!ort 1~ ►~iritaSY ~ by Sean M..auei sheet Music ~ Scored {• The wtsd~m of * 1,~4t3a~ ~?A7aK+rt~r. R9~k11~' by Goroon 5. wood ~rarr.S McRo~ause by (EsEt15 t 4~i~h ~;•.durare~^e by Alfred Lansrnq (Preface) Chnsbanp ~odav'; Deais in aa,,~ t 3ts33b .YD4t+ ~ be a Croat=::yer by Lou Paget Northrup MA. F'r y 1 5. $ti:ard K+try -boors 6~ e-Co~ ► MDrr_ Mflve*5 & Sha~:er~ Mer ...anv Cninel tom Exr.~ses for ~t State : f t*rt asaurr:f t7trr E.vaYs.nre ~'~8tron~ br Mrrhael L3~prtstz ti,~s award W!nngr~ ... CrzsasPn! MOore ~estsetse;~ `"' '►" tJfsrah`s booiFclub put for ApcsY u.~jQ, a gtppsi= We of t4~endsh~ and r,~es2~ by Nobs1 Prase 6. 4tonemert•, by lan ~a1P.rit2el'S ::~t~,: T { . _ ~ 1 -~ 6. Mark the various metaphors classifications that you see in this ~~ebsite. t l~DNt1W - Netsra~ ~© Q ~_ ' ~~ Yom► ~f~ .~_ a bleb ~ ~ 'I M z : ~~ Rf~ i~aae ~ Qit' Waac~= fld.roa ~,.ccouKr ~ f~ ..f~ i~j ~. : ~ ,rr+et usr '~ sf»o•.~+a cs~c cenu~r•r ;i r.:r~• C~?N(~W SEMGwar. lArtrst ' '~ u...rr.~ s~.~r. !W►rsr miss s bNtt' ~~ ;% MUSIC DYdlYNS PREFERRED BtdYER'S CLUE t3lFTS i OEAR MY CDNOW ~~«~ 1J'i A1~,n._. ~0-r~ l:~r~t'~ .,~,:t. Ir~.ct.,;ew~: rye. _ Storfs Spotbght: ~+ye the gr~.~.e~t gft_, ~r +bother's Davy tic irea ~ ~flrf~ sf CrfBatest ylts for Qatst 59.99! ~~ S~f~P Thfs as the taste to stock up o~ co~Qct~ons by your favorite artfs'ts. Only 59.99 buys you greatest hits albums from Ray Charfffrs, Elton .?ohn, Aetvsrrtith, end many mcxte! (H,nt: Mf3iher's Day, graduatfans, arud wEdQtrtg5 .1rf3 fn Sf?i50n, sc wt:y p~it~pmativfa/Ir-+dio not give thegift of rnus+c?~ PQQ 2~,:: Greatest Tkte E$dt Htts Hip-HcD AaCQill~l E1s~:roniclD~nce latest Hitt CDtlntfY CD: SALE Adcl to Cer( S9.Q9 ~ll}e5 ~~~ to 1Mi~h ~n ~~ 1 e7 }1ft ~{assfca~ co~Hc oN Now: vac aL~l^strurr.~r;tal The CONOw lntervivw: Coo Coo Oolls dew A.g$ frortman Johnny RzQtnik t:1Ks about S, }1►f St f artjf D~dI writer`s block, lrvir+g the single ~+fe, and Sf7t1RdL~s3C!~',~ maicfng hfs group's new album, Cast kecorcirtg~ Qrt'rerfbwer. yomefiy/5paken News: HEAVY NtTTERS: u~~od~ QFF ~iCr.'Farnfly ~if~ RnLk Wogs Black Ssbhath ~ Mar~ha41 T~;c!~K nand vlhf`~ ~rowsQ .411 SLv!e~ Gov't ty~:le j udecris: W~rt1 4~ Mau(CD ~ 1: 3c Mare Rock Sheryl GrQwr: 'man C~mf~n CO ,~ j3.2~ ... .. :~ ~. ;Goo~s+f+rfr Dona_ 95 _, . 7. Mark the various metaphors classifications that you see in this v~Tebsite. is f~ E~ lsew F~.et }deb • Y. - •~ ~~ Bsci~. ~ . --~:~ Soap fidrefi 5es> vtw t,tttr ~ >lrtstt usi ! r+oc.•a Rtcot.~n~ ~ r►+str amazon.com.~..~..- SEARCH 1ltOORS fii!:l~a eft 1,{t~'~1 tiVY~ Sa~r~ 3~°io Qrt ~1t~L.L ~vt=i a?~ .~ ~~r~ ai~5 s>,a:leed o~~:r-r:wr • Ftsts~ More Sea!rt, OL+ton~ • Flawws snoars>< Nrllu. Stan in to qet persnnahzed recQmmer►dations. New txtstomer? Start here or find out how tv QrDlr• Ferriured"'^",,..,.'.x, Tudny ..~... Get an A~SBSSDrieS New !!k Future tteieaseg .{ w. archrtecz's 6~ PhotocraohY btu (;ifi Wttit.vs ►►1t>irs ...arttl Gthsrr Starry I^rt•usr,~ fttr the. SIt+LN nt riof~ i',~atit~n! per5p~3r►e On r , ar~d+obooa<~ LOOM IAIS~IOE' ~rpd ~h ltisn~ M~rhasll`{oon's screed afssid •Tbd-in-Chia!' (3saa6e burl~ts power stisa, !s~ t:Ortt~ate +n the ~r4t:ranhtes 8 Memoirs iJo. 1 d Mason coos wilhss dhrs of ptsblicsbon. Why' fYs as ll~asaaiing sad... *~ ~ kttthen m justness & ln>Eesttn;r Qx~e ca Ctxine~rir~as Calendars ~ta~^_ fa^n~ ataQ CerainQ~ da l;t+ras ert Finrstk►s fcr L're hey PsnaRtll Xth~xn 8!Mr ~a7~. Children's Boob Computers B IntemEL Cnoktna. Foul l3 wine The Amezon.ccm lOQ Frte!tatntnent • Ths'~althv Ki~l,7.M by Andrew wed, Roste Daley `gar! U)1 tb -it)+~►y Ga ~ i3- L!st~tan • Tlas ~~3n►+y Osxres by Emma Mtz.suphfin, Nrcola kraus Our destseilers. Heatc~. Mind fl 6adY . gn of Bcrrsg br Mich~e! Corxrelly HtStotlt Updebd Heueiy Name 13 Game F on~nr MtxP New S Fu~rQ R~ease~ ~ysts.+r'v 8, Thnliers ~f~t,rnrs anu ~u~,~p Mci.auantm, tvtoota it:e p)•~ Ftirazla vonfiRion Kraus JukQao!~ 4 Nature ~ ! 2.475+x: Z. g MlrtuteS t!? th@ >,~r~~na !} raruite~ In saa~► wars. 7f►s pX1tSrea:ls is ra~oensseant of as sasita gserratwa of dui bodes _ Llueb of the riolntnQ by lOrq! ~r~essronai & Tet~rtica►, IM1rM1wrw4 focus Cruise, Anthtm~ rw.rr~..~,~- u an as latssttaal tJsst~srna proQsta Edlnwad try a drat that ss TOW .. ~~~ ~e{erence RObbns 2eitatan £a SQirtivalty lii 3. The Sheher$ ~f ?oman~ ~~nQ lEartt~'~ ,pens Chdt:rt►~ Senes. NQ ~ut±nCe Fic.t:vrt fl *'arrtasY ~ br Sean M. auel ~hetr` Musts ~ =tyres ~. jr,e wtsd~m i~ * l . a 84 ~+s ~~ A'tteth'7n Re~~1+or+ Gordon 5 . wood i~S1113,i by Me►~oaus$ b1r ra, * d?£r!~n ~¢ Dr Alfred Lansmq (Preface) ~ hnsoarw fodav's Deals in BoaY~ t 363~1r !t~~+ ~,~ a te a! ! ire- or t.au Bootie NortMup M.D. rr Y I S. S1L'ntd 1+Mht'Q -boors 9 e-Dacs ► More Move*5 & Sttai~~er~ Mien ...any Ot+~er Corr. Exc~es for tha Stale ct »~ rlrautrd tatty llovic;iare wm~gr~ U;rah }{as (:hasen± ti~b or Mtct+ae+ award r,, . ,...... ",. Moore ,~' Opiate's hools:clrsb piticfot ~estse[ie;s Agrsl is.~jd, a ~g W: of f~rndshtp aria rardshsp by Kobel Passe 6. 4tonemerr, by lap ,a{~noa-~ ~~~~~~:~.:~< wsoarrTa~ni i~[omson. ALo s~atlabJ• sn parer}s;~ aad 1iDt~4g-d u:dao.ess«tic Mc~wan jreetina C3rrf_, ~oumels, - ~ 3S~ 1[ls~ Oarah's 91ok Clt~btl~ ~aaa_,ne Subsrxio*>ang ► Mort Bestsellerl stew £~ Future Releasr~ uew fl used T?}itL+49kS Bestsellers In Litrreture 211L~'`~:~ tsoQK Club tare BLolcs 6 Fictlon ~.eadtrin Groung 2. Tt►e t~fannY Diaries ~e~tfrrnber 2 2 and by Emma ~eYard McL,auphltn, Ntooia f!'~P Reading r~.Dom Kraus +sea Boak~ ~. jhe Shr _.. Ten e•Bookt . Suf:~r~« 1. gea~v bid oGwerQQr;tt >' Virw eit Book by Seth Godtn QefiveC~ (AuChor) 2. ms nrL M v,<~ar by Sun T2u i':Pl~'' 1•ielpl 3. Etas wars Help vr±th used Eooic~ br' Trod Genntnq ~►'UDDtnD ='UlICt~S Heia Desk ► More Too a-Books 96 APPENDIX B. SNAP SHOT OF WEBSITES http ://v~►~►ww. amazon.com a~azor~com, VIEW CART I WISH UST I YOU4 ACCOU9T i I i#U' YOUR TOYS 8 CE!! PNOpES h COt/PUIER 8 SEE MORE YYELCONE STORE 800Ki /EtECTR0111CS GA[NES SERVICE DYD YIDEO GAIRES SiD~ES M1taYVSt WFI SEARCH tiESiSEt:f1T5 T iMAGAZi[►ES Ci.1ITPUttA1E t-RUUKS US£U SU6/£Cii e>;GCOUKTS i li t)~i IDf A5 tiC3~1t11 ~~~ ~~~~~~~ l~~ ~'~ ~~~~ ~~i :stx~:+.s~•-~ Click for de:as find ai~s ~ . . f r:rleoTe>: ro Ama~on.col•n ~3ool:s Books Sign in to get pl?rsnn.liizeri rarr~rnrnand.aTion~. New customer't Starr here or find out • A!1 ~if'S ~~~~' iii ptrl2r. • Gift iCeas in 9pcks • Wrap &Shin r~~r~ ~~ar~C~s ~iti4nS • Wish Lisi Free shipping lower prices • 8etit Honks of ?i3ft I ora orders • 2[3G2 Ca~nd~:-~ ndd ~trarhe~~ over 599 • ~d$Y 1:28iurr'IS art> & ?t~fl'pgraah~ As~daohoniC•s a>,dis~ ~3T~vrnl•3ad5 ~~ an boo0ts over SZO -:~ •yl,` Save up to 8arga~n 8eoks outi;?t flick for dc2.~ik ~ior~ra~hifl~ & Marno~rs 40% on ~' ~~• selected Cl,ildreri'S BLCiCS books and more in our ~hristizr Sool:s A #amt ~'D'ter St~rg. CornT~uters & Internet =ane ring to unite them all! See the magic In our ~~l~titre Rfrrq~ Siu~. most £~ vine Covkinc~, :=aaluri>~ #t-z~ofl3c5 & €~a+cuml~nts Of ~~`~'~•,' the Day ~~ Check out the inter#. iYam:~7'tt The thilveTse In a 142itshe!! versat0e l=5T3~r~tT3 by Stephen Hawking author's ~2y ~ i.~~4;iars science's rst~eal star, -read ~fi-, latest book in f9eairtt ~+r?t~ & Bory, Stephen Hawking, fi rock maybe the least bestselling auffior in _ vu~ ~~„~ ~ n ' ' - --it'a no secret that m~av •eoole who own A Brier hzsiory cf Ti~Yk~ have never AtYliZp.. zort.cean--CsrtA's Oiggest 5electron - Netxepe 6 jesks t`dt: ;, httn•//www arnazor►.com/exerJobidos/subst/homa/hame.htrnl/103-1157683-8911034 a a~®.cam, b VIEW CART I WISH UST I YOUR ACCOUk-T; I FG:LP TOY"i IS 'CELL PMOIIES 6 p~ COtJFUTER IL SEE MDRE TOUR EIECTA0111C5 STORE WtJfES SERVICE VIDEO GAMES °~ SiDSES `:lNttfTnarlvnn! ► tUP itlltNl ► QTARCaET ► FN1tNU1n f•AYUMIitS ► triEt E CAf+UI Free 'S 1~~31i1'It~ Ofl arcfes's over 599! -,t, ;r t:,n Click for at;a?s Tina ai~tt ~A~i N~ ' Sign in to get ~ars~naiizerl rFccammenr~atiorTC. New customer? ~;art h+er~, ~jAll Products ~ - zoos a ,~ Lt~~~R PR#C~5 • pl! lifts 3t~°~a on hooks ove; ~ • v+lish List or mor • Wr.at~ & StiiQ • Todav Show ~i~ DrivQ • $Qst of ?~~1, • $~~~~ • At~Vertised S+~i'~t ne rmg to uaite them aIll Find books, CDs, toys, and more--and view the trailer to the film--in . i=1.~ct~r9rna~s • ~a3u~ur Trt~p~~ ur Lori of taa a$n~s Store. • ~r$E Sh1~r73rTCt • ~~5'd 3tet::rn5 s 7Li5f~G ~'"e~ Burt's fees Gift with First t-aei?11th ~z aeat~ty Purchase • }iealih 8: BeaTa'ty ~~BLRT'S Holiday Delight-O-Mater Find out what all tl~e buzT: is about get a free Head to Toe Surer 1'itwishyour first Iterr,c ordered rorldxide #Ice BfiES~•.,, Nov. 9, ,lodabed contlrw•A,r s • ~Y~3 purchase in Eeaitl c~. Beaut•,r. Burt's Bees' earth-friendly personal care products are 1~;~51=925 . So~tY+are ~`' ~ .~ blooming with nutrients to make your entire body glow. The Head to io;' S:art~er ~~ (learn rn~.a) • iCitl;hP.fl fk ~~cttv{.,~u~trl~cxtT offers 70 Burt's Bees top sellers in a reusable cosmetic case. Some items are full siu, }jfl~Tse+vares some are sample size, and all are wonderful) . ToTlis ~;~.vv ~ ~a~tivaTs ~C1j3 r'a'@d~~~r'S I!1 I~T~t3~~r GiYE A $2Q GIFT C>t3?!!! iC~FE ~~oTraflll~[ers 18pdt a~ +~' John Grisham turns a satirical eye on the overblown ritual of the festive holiday season, • Ca~rl'Tera & p7~aty and the result is Skippi~:g Christmas, a modest but fiway novel about the tyranny of . in ~'#leaters December 25. Grisham's story revo}ves around a typical middle-aged American couple, ,::.! - AR1lriCti v_. Hctrr±s~ got_ . ~ #~AuclaSctvo .. ~ ;`, »o*°Ysa,! - T. 97 http ://v~►~►ww.half. com Halt tort The `>m~rtest e to t3uy and Self Oaoks, Musk, Movies, Giwtes and morn... - Netscape G ~r. Edit yi~w ~iarc:t+ IIookmarics Iasks };elp . V~ http://www.half.00m/ w . ~~~ `~~ ~w~A t~,~ i tit; ~.r:c„cN a Net:Prxv» from rHnn t}se 3}'em with rut, Umam+:ntya fC3SS. N'Syrs. Rte. #4.9y Qr 4saat AM `.~~ 'CI-Wt~' arch All Products ~~ 1 Slloppnu cam Gf~~ f ~~ t~4lL~.AMem~•' III Your stu(# tip My Accoc,~nt, ikrrnea the ~~;ar~lr~~ I~►ac~' to $u~r and Seib ha f.Con Nrcudlyy I.oafcing to tx.,r end ~dn Books, Music, CpmQu;erS, iriectronics, Tons and more... Pc:epts Flnd out hnw to h~fY anti ~~;, ~e11 vlth case. Yfrhat'~ g~>fnq on? ~. ~~i~~ Check out the From Barbiss and 1_eoas to Fisher-P(ice and ~attei, we have the perfect tsy~ Ali Products •announcement Board ~~ for every kid on your list) Updated (Iov 27, 2001 ~ w yet helA tall~nq here .=1QU1~01L"- ~;,~ Great Gift Ideas... ilHS 9.ar+aaitts Half-cv~m Gift CKrrtSr ~CE~~rF~ AFI'(op 144 ~,; Hlaiiday saYDs Groat Doals on GiRx for Evoryono on free this week's deals+ Snuggle up with yourfavarito HoNday dassfcs on DVDI QKa isarnatns Bast Sgitora Your Ustl rowse Oar ust In-Stack Now! pr;a6 ~ir~}"'' ruif.refn 4~ft CQrtiflcates ;r3onks Tho Perfect Gift fur Myonol Tea-tbpek i, alOaraphV, srror:IRsfr LDvp} 14 9C 124.98 Mvstcrv, P.oman ~~ 1 i+^r ~ swebcams ri~-nr ~. "•, rki-~•ns.r ornar+.coM .. O, THE OPRAH MAGAZINE Subsuit;e crail~ t ~v only 519.97 ;# irlm ttto Twee with Fury Prnaments: K ISS, M'Smc, etc, 14.99 ar i4ess; ' 'androi ~~ i f $hooDIR4 ~stLL !'lift Gertificat~g Become A Member 511 Your Stuff t{!~!2 f`tY Account '~~ tx ~t~ vafr:..., In webcsrns: Power S#-io~tger: Identify the reatures you want and we'll toll you what's available! by Manufacturer Ini2l Most ~.V~r.ted )u:t In Bin LQQItBGh Xirlirk BrovsinQ hams 1 to 25 c l 1-25 i 26-50 I si-7s I 7f,-94 f Rll Webcart,s by Pnca 1. Logitsch QuickGam ~xpross wabcam 640x480 (VGA), 30 Our Hest Price: $19.99 Price Patrol (and get 310 free) o'r:+s s~f tnt~!xirst 2. ;or~itscil QUiGkCarn Web webcam 640X480 (VGA) Graphic .^,erCr t7ur Rest Price: $39.99 3. i-dbt~C ~$~►(Yc'Iti7 Webcam 352 x 288 (CIF}, 30 Our Hest Prir.rl: `521.95 , . ~ ~.. ~St~t H... A a _ ~... ° ~~~ 7.51 ~1r4 .,f.,._, -~~~ ~ ~~. ;~ ~ 98 http: //v~~►~vw . ebay. c om the Wwtd's Qntirre Mackrtjstacr Netscapr ~ ~dil ~ft~ ~ SAmtl tldP Bade Reload Nonts Search NataaFs Punt sett shop `Badcmarka ,~ ~oca6orrlr►apr//warwebay.comt What's Rotated `~ctcTto~v Folk Art Calendar ~ Q Happier. Healthier Your horrlt; tZt _ si n in Services Help Community what are you looking for?( The YMrfBs t?niiae tAarketplactr"" Smut S*irdt Welcome Q' Specialty Sites Neer Uxers Holiday Gltts ~r eon ~ro~5 eBay Stores eBay (Motors make ~rec~C ~i~~._. Premiers Live Auctions Professional Services Half.com - Express buys from eBay Harry Potter 8coks Auction for America Tradmq Cards Collect,hles Mort' .. Categories Antiques ~ Art (Books Bob the BttHder BUSIneSS fOnice 6 •ndustrrai -~--, Barble~ Toys ~,~ Cars, Trucks, Parts Vtrta4e Ken V,de05 n0 Clothing &Accessories vrxage 8aro+e Accessories ~-+ Barbie Cars. Houses More... ~pm Coins ~ Collectibles ~~ C~"a Collerx,tile. Seasata! m Computers, Peripherals accessories mn ~a~a Consumer Electronics Intaratr~tve Toys = Dolls &Bears 1~yDr8 ROt)oht: Docl i7 Shop by Price: MaowCt>i ur DVDs &Movies t3art~ie under Std ~ Hobbies &Crafts Harry Pater tattler S5Q More.. ..______. _ ~' ~ ~ t)o~xrttierlk Done. ~,Startl ':^Yahod Mexr~rlyer li~~a, -Thew~+rr: o... ~~ eBay Motors Home N«Iscape ea ©. ~ !<~ Yom'► ~ ~a HAP Badc Rebad Home Ssach Na~capa Pont 5ean~+ Shop °~~+ ' Booklnedc: ~, t.ocatia~r (hna//payee.obey.txtm/et~eynwcors~.,aettr~ttrd7ssPagePtame~l~tLrn . ~ t~ ~ What's Rdeted ~I►UtT~?N Folk Ltrt Calendar ~!1 Happier, HeakhierYoLi ~~,r .~~ J+'fA~41ERiCA sl;t~v home l mvst~ay. a ~1sQ1II Luxury Cars Minivans &Vans Sorts Cars SUVs Trudy Collector Cars tlotorcycles Other Vehides AiUs Buses. Motorcoachss Commercial Trucks RVs and Campers Scootats & Mini6ike@ Snowmobiles pfiscellaneous iris i~ Accessories Accessories r',pQani GoUector Car PAanuala PAnlnrr:vrte Related Parts' Car F Tntrk Parts' Other Vehicles Set all eBgr 1Ao6os f.a ur ~earcr+ la:arl;foreeldtles. See all y~ic1•cletl~eAudionterAmedea w6loieeinTsm~a.Fioridl TO01S enerai Everything Else Ire that Neac~tights auhnrrc~•d parcrA• _wed In ote Uatwrrat P.uction ferAr'lerica ~' ~- Aaxment Onria Startl "YaFaa' lNttssertyer ( easy Mntot~ Howe - .._ r"i Adobe rr'ft~treta 99 http ://v~►n►~vw.bn. tom ~~ ~~_ ~~ ~» u ~.~ Bat. Baited I•lartttt 5e~t Iletscape e✓imt S.:::ry S•`'•a')i Stns 8c;";:rrarts .t} LaCa'b•~ ~!)ttp://BN.COM/ ~~'_ + ~ ~ ~~~~~~o~~ :~'t T ~ $~ ~rdM s'.:..•z ,Sc'ti30n 5 lllPClin~r5 t`Ctp ~ 141St` rR: d t v:t :r LPL:•7^- W,,•n.r r ~., ~' C" f /t1o~: tS.,^ r•~,.: vn'.•~c _:~) ; D"• r r -Ex:)uZ:t ccuiF ~`•- . _J '~: ~ °~u0i= Jr".eC ~Ga.:'_4 Sut."~rt;,ti^,~: Cb~.rc^; Books ~ j `` Y ~ s~.,,.~y..t om ~~~~ f€~~ ~ n`ri7 °Co t~ ~{~~~~~?~~g~t: i3~C~:~ FREE Whit the largest ln~todt Shtpptn~, seifjdlon of boob - pius music and monies - of arty Qn EYery ism ShippingEE online bookseller, ~>►re91 i;o Sel!! make your shopping easy. samo too pricaae t . suy ~. o or tttara i:! r~ fa; ~~ ~~ itienns do t~B ~fl~lt~Sj !Rt Find something for everyone quatiftr Sstna torn prices! on your list with our Buy 1~ro or mare r .w. ~iig9iuiay Gi;t ~iri~ie and ttrrrrs m quartfy +a7~ °- ~~z ~n#?Q~'r, or send a .~-- flames & Noble.com Gift i: ii ~~rt~lira3~ • And t"e'tt1r71$ .ar8 B~S~( at ,..~ffi -~ Gifts any of our stores For Kids ~d!'rtE::; ~~~{t: (;.ft strop Mow 8ro~ra~ ~fta ~, ifulida} Guido ~ ~iSrrt,~ r ~ifi~raph) i+i ~?rrM1f t'~+risinlai; F. tlrtlidav ArftrtAktt~t$~ any.! fCr\YtiRCD SUAJLCTS Coffee T~tf~ f~fl.o~ ~ ~CitFCs tiRxt~~ 3{tlis • Ar~,~rtft~te~tt ra.~.s~s j!Z/D £lo;c SoLS > ~1lS1C TtLn JEll.6P5r She Att C~i~gofies PhofparaQhY 3t) $taoics ..S` ~• Dacunettt: Lltrne ~5taat :'•YahootM_~ JRemovabL! 'ij!~tSt~lMer._j VJeteane...~ ~Adobelit+_.~ Hdd~6ePh_i ~Bamas ... ~~~ ~,~~,>i~~'~T~ ~t 5c11 F1~r lt~t r,.s► /ducu- Qq t tur r tgtr• !t.•t:r:pr• AE7`©' Pt ~~ ~« ~ ~ trip _ ! -~" ~, ~~ ~_ ~~ g~ Rebad lame Search hietscatla Pr',nt Secuti;y Sinop ~P $craw:.. ..~ Lxa:x: ~l~tta//rou~c.barnesandnoble.cnm/seardi/product.asp? SCS3VBt14dEAN~63d931692T l~' lAilset': Reieeed Prices Starting at 54.98 a.:r.'1 ct.•rr• BargainBao~~ Season', Greelirt~r~ cart G dcc~nct 8 tleta ~~ is ~,,,;,,~ ~! cs ; , r7.t5 V raft; C': fit. •~ ~ '~•: ^n '1.; r•ii. On:•~~ r Ya:r~ G+T,,ti S•.~.cr•t tt::.t5 r:0urK. hit 1tlOq'.fyh•s sy »«.+s : /ns+s~ ni ~ ttr.t Evy ' • tt• • r-. t r tr.. t•. K.s.A.. ,raw ~+rw~+a:..r A!1 T'teis Mme Retail Price: 518.98 Our Price: S7-t.~y t3uy It Now! You Save: 53.99(21%) Readers' Advantage Shipping Price: S7~i3~i,i4ia Tlt)tiv As you older. each item vdU be 1n Stu tic Sh.9i wi'.h~h 24 hau listed In Your Shopplog Cart In tfic t~ Tire fcir "t'.- BiRiiaiti5~lar-fnq uDD~r left tamer. You may make changes at Checkout she ~agdays~ Order true Ittm no later Ilan Dee tats Santa b+aa pria:esi n:fnq standard ~trapirtg Safe Shoppl~t Say lavo ormory f~ makr :are •t ~n~~es by Dec Z4tn i5arrts to qualify Guatarrtae! ~ ~•Ra P~~7.tht~ 512 C9 Cat~lop Number4D'3189 UPC: 60!}94631 082 1 r7 JI3t@d Fom,ak CD rnfotTrtatron Release Date: Nov 20 2001 L~b+l: UNIVERSAL DrScographq ~tzali ~i~itLs l+~titw'~~a.ts' ~:'rrJ p'Bii~F.~ t?~•vr~~ cr this s,?+~ 1 listener has written a~.,i~,~`. Arerage Rating. ~lbou2 ihisTitre ~>~.t;~ i,~arvrhat you have to say. . >tiiusic Ravie,vs :t~ ~alg•' ~ t)nrlmcr,t Dona ~Stattl r':'YrhodMest...l ..=iRuravab's ~ 'j,MSNMt~... ~~"~' Welcatrusto._~ t~' e1~.. ~ ~:~obcFhata_~~~bncota ~. ~ : ~t~~rw:.3~ :"®~ l rx12PM 100 http : //v~►~vvw . u.b i d ~"~ F.t~i, rt`rrr.w u:ud cu+n f{•-::~. ~rw '~. ~~ pdtxC How ~ Stop Lac~arz ttCp:lA~ww~ubidc~m/cau9e~catyegeasp'tCatt~~n~ COA4Pu1t:R COMVUrER HOME ~~ COtdPUTER~i rearneluu catrtoiaerns mice u&d Hnt IIcats: UA~raFovc wtnad a¢ pryteo i~ New io ~,131d? as 7tJ=G15T~'R c~BidspC-~i~ o Seq cn ui3id Bid on suits from Two ways to win ® uov um. TutortMa the starsi X540 every week! ~~P~alg~•a~.id outer, reap aialteN Gn (Browse Product Categories: J Your Trusted Auction Supersite Lsjam More Aboutl 2,304,980 Products most with 'NO RESERVE PRICE+" Browse Categories . rArnp>.!~r~ • Cot~xst~r Pergherds • Conl~tilet• Caaapolterts • ?iOPne Oitice Palatold Pflolot Stain ~ . ' •Yahtaoi Mass...! J Retsovabie ... ~ :'; M 5N Mesa... ~ Weicaeae to ._ ~ ~Atiobe [blots__ ! ~ Adobe Photo .1 ~ Mtpcls~.._ `-i ~ ~J~~Q~ •%~'`~d ~t 5c17 PM ~:• http /Iwrtw 4A«i cwn ftctscztr►e Af.;1:~- f7~ E~ Y~ fio ~ _. ~ ____ - - Aeioort tioms Saaid~s ~leisrapts Flint Se«ritY Shen stno Ls>Icaiforti ~htlp://www.~►id.00mladnlopn/fletpnpassP?Auctior~fd=6224765 Home » Digital Cameras and Vdac » Carnaras » MagaPix>31 07q'Ital Cameras Leam More Aboutl J ~ ~~~~~i~ P~tt~io~11~X 23~~l~ ~,~ ~~~a~aix~et, 2.3~c ~~~ 9rowse Categories ~arrirrits Zfloin+ ~.$ ~~ LCD+B ~$ Colmpair#~'1~sh CBTd as a~saaneul Digital • Cameras 3rdcfing Ihfcrritation - Dipiial Camera Lot #. 6224765 DSMA9 Ca+naas Auction Type: Tr,;d:i ~naa - vldeaCoMsrttngnq Reserve Prica: No Reserve Price - Pt14!O AcoiQ4n~d Condition: iJ3v> Iriazimum Hid Price• • Corrt..~^r~crs Ctr Available: 26 • tJk11!o Starting Bid: • aiddal S~ot+:fav Incremental Bid: • it+e Mid Razam Auction t,losQs 4n OrA~er Sun Dec 2, 2001 03:00 pm PT The ~Jorrre Roam Current uBid Time: Sun Dec 2, 2001 3:15 pm PT Dobvnloading, editing and printing your pictures is fun Current Hid NQQded to 11Vin and easyi u This product is being sold by u8id and delnrered to you directly from u8id's warehouse or one of u8id's include a manufacturer warranty, and suppliers. This product is covered under uBid's return aoiicy, may Sampia imaq• oMy. for contact ;:81d Cu~tcrrer Care. may also be eligible an lrxtar.ded Y'/arrant•t. For questions, please See apoeifioafiolu below. .:1' ~:•?~ t)xtatsriltt DoDB j ~t 5tsetf) .'~Yaiioo4 Maex..~ ~RemaveMe... ~ , ~ MSN Neese.,. ~ ~k•'niro~ne to._~ ~Aotsbe ~ _ ~ ~e PFoto_.jlytx~:llww.-- 101 http ://v~►~wvv.netflix. com ~'_ Nutlta: Rant ac arint Cubs .:x psi w.rn1 for uh a rwnits Nu tt+r Ins+:. NF+e:e;r0+s ~o a fry ~~ Y~ ~o ~anntr>rcata ties_.. ... ~~ .x~ ~~ ~ $ Rttiitsad N.rYn>s Std Netscaoe — Pnrt__-- Stnct>rf 3EARGti Loakfor mmdes ooetalninp• >sr ►-ffrti) srasn Try Netfllx for FREE Todayl FREE earoh Tios TRIAL W Ve 7 COdA t0 M1W? BROWSE BroMee out 10,000 mevle titles by ~~ ~~ Rent aii t~a,e D~TD movies you wax>!t. (A~tionb/ldwrrturo ~JILC::IUt. ~ ~ ICs Slmpl®! Here's How ft Works ... I70s Cinema RF~6Jtt:' ~Nere RNaases Super Selection! Cr@ete 8 list of movie9 y0U vvarlt t0 ::Cir6.Z~ S see. We have virtually every D1/D (..~ li.is J movie ever published. ( more 0 Comrenient and Simple. t . The movies you select arrive in your horns mailbox via first class mail. ( more • Top 2 fn satilltfadion Q (right up there with Amazonl} • Too3 in total e-commerce business. • More than 300.i>!01! active Mo Due Dates or Late Fees. rnsambers. ~~ llaon o~ti fl~/rl oe Innn ao vntr •'9D~ - --- ~OCtallerlr t~d10 .:r'~ _ _u+_ ~%~ _L•~I . fit: ~Steet ~ :'_'rYeMo! Mess:.. ,~Flditsovable _. ~ ~IASN Nesrs~n..,~~Nei#~ R_.. Adobe Nsutl._ ~t~dt~om - N... ~Wtdcarae b ~. ~~~' ~`.~Q .`=''®~► a22 PM Plcttlis: RrM os rayrty QVna ~s yGu w.u►i Ear 1 p ~ mcu►!h. No talc tcrs 1lcrsc.0►c eoa Robed Noma Search Netrrcape ?rir1 Seatdty Shop '~ ~ Bonitraasics ,~ Lotatiorr !/www.netf6r.can/SubGerre?syd~ i~*l OEI&trkid~ll ~ Whllf's Related a Wt:tcome! r c.-~r ~ ~tHil iff Mll T' Rttrs~w.y f~1r+.atrr. r~ - r,,. ~ •+ . ~ ,d, : tl `. Y3t Jnftl SLS~~~Y zovE ~aovi~s~ 3tgrt Your Free Triat ► SEARCH Look for modes ooatatnFnII. :litf~ Comedy: Teen Comedies $uroh TIC Other Comedy Categories BROWSE erowsr our 10A00 movie frtles by: Best Bets In Teen Comedies :Fr•fr: Stxteel Aatlon &Adverrturt ~.merira~ Pie CaddyJt.,« Candles ' J ~~.~.~s...... c_.`. CORfECTIU (70s Cinema J CnlE6UI'.^' ~~~, (Haw Releases i'~ .:1 ~~~ _at Y.Fi:ftr:. ~ IBast Batt ~~ A ~~~7ri~~yy Haw Netflbt wade ,gr*re+riran Pie (1999) Oot a nd hdtaL 8118 aRrflaate or other Dodo? Caddtshack (198th 6eber Codas CO ~i~~;een CanC1a; (1384) sr~ .~.~. Ri>ky Business (1988) Don't hm a Dods? No probleml ~.~yne's Y1'orld (199 ■~Iff~■I J d' _~_ , ~StastJ ;:•'YehuoiMe:s...j _►Rerrsovablie.. ~ ;~MSNMetse...,~~Nottiisc R.. ix Adobe l~~Can•N~J~wel~ta._~ ~~;~~~~I~>~ =°''®~, ~~t 102 http ://u►~ww.priceline.com ii, t'ru.r•Irnr r'.nru N.~m.~ Yrau {Iwrr F'r,rr tnr .uclu~e• tcckr•r~. hnlrl ~t>•uns rent:►! r..n<. ruryi.rri In~,~ rh~i Nrl•r.r{~.- eo 1'r!.b `d a ~ ~~ ,._...._._... .,~_ _--m_.. . .__.. _ _. _.______.,__._.__ . Reload H;m+a ~eadt tdett+t:ape Punt sear shop __ 800krneks .~ r.oca+icr I+tapc//www.ptioeine.cortt~ ~'1Mret`: Aaieted CMECK 1'ouR NfQutfST3 ' llow t; lAlrrrks HAp tVevsr to priceline? L'lidc here to find nut rrrare. TrarN H~Ip' Exettinn Rovntalirnx airport [;hadr.in ~ii~iY~vr If(n.rary I~11GE ftoi~;t ~.v1~tgS ~4irlino Tickets j fang Distance RUibt tin.! ~ Save up to 4096 or ~ ;Pre-pay for long " t more in i~ minutes or i distance and save up 1 tassi ' to 40%. . _ ti~w~ ~ ea aaxr earrutr wtr hotel Rooms Home Financing Holidatr Trrreres See out Bes! Drys Save at the best • Interest rates to Flv Galendat ~efrte Yov 4u)r. hotels in North continue to drop. a.~~rer►o ctty: ' America and Europe. Refinance today! I ~ ;Rental Card jde~v Cars Arrlvrt Lily: }. ~a' ~ Rent from the nation's =a There's no easier way I ~ top ~ agencies. to buy your next new Uap..~ v beta car. IDec J 13 ~ (2001 Raium Ur.~ 1Refinaneo Today! ~ -~ •° IDec J I~ .J I~~ ~ Great Cruise Deals Nu sf D ~ r a! Tidnlr. Take advantage of allino ail' 9 irtere;t rates right now. The best cruise deals from I 1 ticket ~ 1 the biggest cruise lines. Guaranteed Best Rates Royal Ca-ibbean, olland America, Carn~ral Disns'r Live Loan Counselors and more. Low Closing Costs '.o:•~ i `~i i_ r fiiti~t ill.!i ~~; "i3est Cruse Ya[u~" You could ~av= hundred:: or Krrx !'ern R `s. r_ -r dollars every month! lYM~1 U~l.i\I a Last rAinuto ,_ Weokrnd Boats ~ ,. ,, C.~',l 'SJ i ~'~. ~1,~. Tiravel Guides Save on a las; rnin~te t~ ~ ? Doa,nent D a,e '~Star!'~ !'''Yd'tod Mr:s~-,per J ~R~~a6ie Dick (t1'I ~ ;"~MSN Mess:erger 1 PriceSne.com - tt._. (~Adabe Itiruk ,r-r , ~~'~ir~~~ ~®t7► 5c31 PM eta. Pria r•Gn~• r•ou N:w►r ycxu nw~ ~u,. ,• .,n<1 •. .,v.• nn .pr6nr• Irckrt:, hct.•1 rorrm: nrw car+ h.wu~• n.rrt.ra Nrtcr.rpr• ~0 Q 1~ .d+ Y~ ~ ~rxrrr>wcetc► Ha4 ~~ _ ~. ~ ~ ~ e«~ Aefoad t~oa~e Swab Neteoepr Print Sews SAap . ~' 9odtsr.rks i~ Imo://u~w.pierGle.care/traM.vailirtes/lerg/eraue/lkraeipartasp?>e~iorLkgp~6/01„Ae„oQt,AQOot,2~,o2e1~8'i6W7,25pati,P•bak . tom' wr,ar: Acbted Extra helpings ~f holid.~~ tsavitngs9 Cant decide which friends or relatives to visit this holiday season? visit them alll Wrth priceline you'll save so much money on round-trip airline tickets you can afford to see everybody on your list this year You can save up to dD% or more off the lowest available fares on a ma:cr airline - so book early and make more than one holiday trip) S~l~:~.t ~~~r de~~~#~:~ :. ancf ._.•rv~1 a3r~~~-t- Check all the airports from which you are willing to depart and arrive. The more airports you select, the better your chances of getting tickets at your price. Select your departure airports (Oes Moines, ~ Clicsc he+n to dtrnpa your dQprrture dry. 1—~ OMAHA - EPPLEY AlRF1El~, NE {OMA) CJ DES MOINES INTL, IA (DSM) J KANSAS CITY INTL, MO (MCA J CEDAR RAPIDS - MUNICIPAL, w {CID) MASON Cf1Y MUNICIPAL, IA {MC1~ Select pour arriaal airports (San Francisco, CA) Click heft to chrng• your atfirel dt)r. SAN FRANCISCO INTL, CA (SFO) (—) SAN JOSE INTL, CA (SJC) r+ Warn a►rn i~rn n~ rn4in t~ "~1' ~p01/Ildnt' t)Orkt +A_ "`v .~:7 '.:sl: .~i :~ Start 3-•Ye►,00t Mes,enper ~ ~F~:-~vebie oislc ID:t , :"jMSN tMe ~ ~y TPiicefrt,e.cmm — :s adflbc Irusaata ~ t;~ ;~ .~-E~:;~~.r i3t ~`~ '~, 5~3zPM 103 http : //v~►n►~vw.hsn. com ~'t HSN - Elm Ners~..lp~: ~ ~ ;;cab t~~ =;~ l~! Rebect ttornc Staarct+ rr; Pant Seaxi~r Shop ,~ t.ocetionc 7 ~" Wiret9 Reiotetf today's sp~ciats 14K Absolute sparkle mare Round lJne ~racelst only X149.75 Holiday Gift Guide }carry London Gourmet Jumbo Holiday Chpcolate Decorating Covered Pretzels Electronics Jewelr7 Beauty ~ervP up HIGHLf6tfTS Health &Fitness ~1Q~1~{ ChP.£r! Fashion pdah shot► stun ~ wm Home • ~.~ S&N Fashion Craftopia • FR~c ~~H 4t+ Jeweiw gifts c+layert Cooking • ~.E~=:' Da:a~nq t3~D • ~x~tus~a c4ilettib+e Kr+ntes Collectibles Dolls &Bears Toys &More errp~ rrtr e•rrf+sd r~'tcra Sports Music &More Clearance SPECIALTY SlidPS America's Store u,a~• ;;~° ~ :Doc+.ntertt: Aare ;~__ _ _.~:~ _- si::+ :3^j _~;d ~.~. ` ;~gSt~l :r`°YattodMetaen..j ;_jAemavabieElis... i :'~ MSFtMarsenyer'~HSM - Naee... f~Adobalktttratax l ~Specidt.m'trxJ...l ~l~1~ ~~Qs$~'~" ®~ ~ 5c39 PM :-HSN carp Ne.Kscape ~ ~~ }EeMt ~p ~ ~~ _ t3agk _ Reload Hnaos Ssa~ ~i.rs+ca~,e Print Sacuity Slop Slop- -- - 800kmnrks ~ 1.ocatior'iht~c//www.f~sn.com/content/af/dept/default.asp?xr=11i~Jtidep~t~10001iAIFL~20011130 t~' WI>at'~ Related HSN Hum• Jawo: n! absolutely s: daz2ie her! on !V tiaNitte ruiwpr~rW I t~.~•!_ =Futs~ l rr_tr. ( :tr.+~rvRo:is (o►cgrem9u~:te t clrtel~rack f pn'roC,~O~Y t cuarxtr_r:.ervrCe I =~1~nA~„rt ~~; o~uct s~afcrt jt~nretcy showcase •:r 'r' items cr :cefi,ord Md l day t3ul de Great tfofldaY t}i(~ D~tina Reaoratina }dew search all shops J 8es! Bets R 7rpf nd~~nced 5earc7 Suzann» Somers deslgn>: Suzanne Ryntr~~4tft! Town &Country C)ther Departments in Jewelry: l~tcpories in Absolute: Absolute Products try. Tagllamonte All Products G~rnstones Absolute J ~.i ISeled a Category e l rthsto n es 4old ~Pdxadute Bracelets Eartings Neddaces& Pendants d Rings USA Gold 3tcrling Slkai FAarcaslte `igvQ' ~,GS Jav Klna`s Gam You FC r1F J ti' '~i>- Docurt>ant Done ~~f I. /q- Start ~ :"Yaltaol Mesmt... ~ ~Remwabic 0aic.-. ~ MSN M«ser~cc HStd.com - tl... [~Adoba Ittustrata 104 http://www.buy.com --+ Yaur c+~urary tli~isc.~c' ~~~ Y.~,r ~o ~ ._~~__.tiCator #~ _~ Harr~e $11lt~repe P~ ~hflp:!/www.bty.comJ~y. aep ~`wt~ra Reiat.~d ~1~'1~4C47~ ~''~ ~~.Ct~ ~~'~S~ SE~ei ~ ' CGL`;1 ~ 'j r Make my selection p~rmanerrt and don't shoes me this page again• Go +op'cr;:~.da a.t^pc.'++olC :afcc: Copyright 1997-2001 Bl1Y.COM Inc., All rights reserved. - - - - _ . _ _ ~~ ~ DaCi~rlOrlt >Q~ ~Start~ ~YahodMtes>tengex (:~8amovabfen;>Ik(D:) ~ ~,MSNMe>taor►gx (~ t"+~-ooe-Sebc._ ~AdobeHlatrato C~~~1{~`~C~,~~3 ~ i - ~x~GPht '~~. ts.ay rr.m t h.' Entvtns+t `iuisr[stcur t uwe~ F'+a.~ ~tex ~ ~ c ~antruniaatar ~ • Nacre Saarcfi "#etccapc $~T 5t10R a Ftdtied Search buy.com cpnputen soltwarP eiKirt3n+cs wrrrltss sDvrzs ttCOcs music garnrs vrdee dvd clrarsrttt lFi~~ ~~~~a~r~ era orders over bnitEti taneort}f,,ralra:~tr:tSaE?ply Dsiicic for atttii: HcGday Cif Welcome to buy.com. You can craate an occountbo pet started or raAt{ more about bur.com. r,,et ~ 1(~ ~ at ~uy.carn wiKYi you cperT nn E+TRADE ~irokcrcgt a~o~rt Sony sa~~ glvr fi a gift of innovation QVDs Who wouldn't rant a cool nov Sony Digital Surtound Sound Rece~ver, DVD Player, D+g+tal B Camcorder or YJEGA'" telev+s+on? So don"t delay and cock fiertn to v srt our Under ~1 rionv Starr today to see all the nedost toys. Sony's cutting edge technology products are sure to make just about anyone happy this holiday season. Sony 3_3" ND f~adv proiaction TV on Salo nov for a Ilrnits+d trmel Win an XBOX %BOX Giveaway CaaLeet! We're giving aray an XBOX every reek - eetertodayi Prise awrds Super Savings D1tp pre -,orders CD-R4y ASAPI subjoctto availabllFey ofXbox Don't miss our hot Daily Oeals, Order early end save on the • Smokin' deals on ~nued~ble CD game systems. See Official Rulas Graat Buys &Advertised hottest new Cities coming to =v ~ burners' for full details. Specials! OVD! Get yours today! tact wleek's 1Yin~er; Jimenq Campbell fErtter Here ~~seat Buys r ~ ~ To vier a rider selecton of Oreat Deals, CI"v4 hvrfl Creative Uomad ii1 b4M8 w /FREE Smart j3nksrs Wirdgss Cable!}3SL $100.95 ys"lcon toolPix 995 $735.95 Media! ~ 177.9 S : •Turtle Beach Sonicifnk ~ ~ ~ _ _ flinital Mrrcir Rvtt~m ~1 6'~' '~ htl~sl/w+r+►r.utlx8►.cam/AdSavltK/adre~r.n:p?+~Stxhi~tUxllw+wr.ux.buy.c:aMtetaVi xa'e1. 7oa'13Q13 -; r a Start ~ ~Yahoaf trlaasai!.., ~ JRamovabb Dick..{ •'jMSN Meact~rx (~~ by'. cram - Th... ~Advbo data ~ ~ .~. ~`~ ,~` t `'63 5.49 i~ 105 http: //w►~►~vw .cdnow .com cDUGkr t3~tscape ~ Ecti viaw ~o ~csresrticeear tiab R~b~d Nome Seeroh N.tsecapt Print Sec:siy Shop ~Ij y~i'W6at'sRetated 6 Loeatialt ihttEx //cdrww.coml a ~~~ Y~EOuDVD ltOL~7AY SHOP ldYCD?IOIAr Shoovina Cart cvru ~: 7 tame >Top 100 >Toy Snll+rt >6ift Cara~icat+s >W:sh list >Advance Orders >Ad~atrc+Orders >Sbappieq Services >Favoriet ArostS Accgrtn2 >Nev Releases >Netit Releases >tiif; {~,de> >Rrcotntnendavons Hsip >Muslc Beat >JastDVUs >S~easar+al aEm art +rreferen ce s Search by Artist >WJusit taws >`•lovia Cailactionr >Stcctaoy stufftrr 1 ~ SHOP :. George Flarrisart dock 9J! Things ~t11~t Piss • Altemative/Indie ' 0P ~ • Jazz Save to Wish Lisp .~ • Hip-Hop Welcorrle! t:Dttl)I"' 1 CfltiClt+~f- 1M4sic Glaarts • Natsc~a eo Fde ~~ ~+ ,~o S.«~.ric+tar ti~v Back - Aebad Home Search 1Velsc•ape Ptirlt S~IIy 3ooka►arks ,~ Loeabortihttp://cdnow.com/cgi•bin/mserver/51D=7587434561pagename=lRP/TOP100landexMnd/cbckl0~r► tl~ bd WFret's Agitated ~~~ VWfOIDYD HOLIDAY SHOP AtYC DN01Y ShcCDinO Cart _~•~tains C c:m~ >To~ SOU >Top Sabers >OiitZertificates ►'vaish Last >Advaace Orders >Advance Orders >St~oppinq Strwces >FavorRt Artists AeCCynt tlOdt.'" >Nesr R,altarts >Noai R+ioarar >GistGsridar >R4commandations >Music Beat >Just OWDs %SCasonal %Ernai) Preiercn:es Hr Search by Artist >Mus:c Naas >Mnvie Collecrions >Stocking Stu$ers >Cjassical 5®ard's in Musiu +~rdar essential GIF_si n:bum- chosen 5v our a~~tar;. as, A 1-25 j ~6_S• j s1-7s j 75-100 j Gor,►DI~ t.Rst CompHlad D~camtsw• O 1. 2~0 1 Tfiis Week ArtSet and Album Add to Cart pin#+; t=lDyt~ : echoes: The Best 4f Pjrk Floyd (Ltd Ed) 30% off >d: LISt@II ~Rstronomy Domino" CD i , -~ Raa) Audip ;rvindaws hla~ia 30% off reed :weathered ~. C 30% off 3. ~" ' ~ 1 VA-Cortccri t=pr 4Ues'~ Yark : Cc~ncert For New York CD .~.^' ~_ _w.._~ _~.______.. -• ~'.°~.~.°, 1)acut~ Dom ?.-~ =s:i ~aC•'.J ~.ri ~s>tare~ ^'YaitoollMesmivat 1 ,rJRexrara6inAiskQ?:J ~ •;"~MSNMe~exipra ~'~GDtitYW- t4usic... ~w Adobalk~trdor , ~~~ ~`.~~ `:"sa. SSrPM 106 http : //wvwv.d:rugstore. com t~wJatcrrr c3rrn urdarc Rrir.srns.tcq f< tlrufrstw~. tnrsLrirrhurr. liUrtl Nrtitaorrc F4~ a~ ~~ e~f„ ~~: ~ ~ I name sean~r ~letscape Pont sty snoQ ~$oo~ 3 ~.~ .ly: t.nr~Itiorrihttpl/www.dn~gsfore.com/DefauR.asp . >~'What'a Reteted QC~'L~~;S~Q~~Yl_f ~- ~ your :tart ~ jritlrtrrdCy s ~¢ ~Y hitodtay D{Mnt ! L~Aa tMttkllSS .~ .~;:;~% A; very healthy vray to shop, ptus actrice and information horn drugstore.com. m search blteicome to S~1C3~1 t?Ut StUfE= drugstoro.com. Come on ini tma~y •~t•o .~• .ran Shop the drugstore.comTM Web free site from the comfort of your home stanO trC and get free standard shipping $a~/6 wlttl Qtlf shipping with 350 purchase. pharmacy ~ ~,, ycur shcrppir+q sic . ~, - 53o.Dfl scary hom free %'111 lJlll' rJ9 Pr'rasr Aoii4rrstardard sAippinflf •~IrdC~ vpur R t rn rums in bap holid.~~~~tore •HrwfO JSP our . r. • •) l~fYIC• C~nttf • drtq gnceg The Holiday Store has & ;nfQrmaticn handpicked gifts for • eMedA.ir~r1~ everyone on your list. .~ Explore our Ton 20 Gifts today. 3r Capwre tfie ;~ecia#ty shnp =xplore our departments and mos4 popular products: malgic @uy two (-arty ~::i..__.._._. ~,._. ~w holiday store Potter ;to_kmq deodorants too 2C aifts stuffers and get a hair ca•e for him, her, kids free calledible lnedic~rtey~binet r. Ir_tions alfts under X20 Harry (otter Trading pa n %s te~ra, opal ca•e bath z relax;tiar Card Gartw rJtq►fio^ s~arino storkina stuffers plarmatlp~ster T[t+~ more... inure... irtaihisy stork ~s is aim ~;' ,~; . _ . _ _ _ . . -- - - _. ~ociment Dore _ _• _ ~+ _c3a. ~ .L ~St~t~ : -~YahoolMlrs:er~er ~ ,=-)Rernovabfegisk@:j } ;;'~jMSNINessecrer ~~~dr"gslnc~ram-_.. l~Ac#beilustratar ~ '..~1~~-[~`~Qi~j~~`®,~ &OZ PM ' t4ruc~twe coat -beauty >~ ape Netacipe ear©1 ~~~~~o~~ ;~y - i,1R ,i~~ $xk Ifiaiosd Hans Starnit Nntaerrpt: Print Seaxity Shop ~$ookmatks ,~,c lxatiorr~http:/lwww.drugs6we.com/templateslstddept/defauk.asp7catid=dlT&tnr-2 What's Related ~drL,gsta~~ ry tNelrorne E;ni~ free _~~~ Soothe winter skin with •your account one of our top 20 • your ~resCri&ti0ns moisturizers including het na•,x t.rtlt y,il1 ~tlr7JlJ6e' • Y4ur IiSt Cetaphil and Knetin. mrfll-tc Free Lotlgrts-to-Go kit with purchase. dc~e~oarlWs E5O DO away from tree ollday standard shippinpr na rl►rns rn bap oath t b4rj'f S''cp :he , TAR c~(_~~~r holida~~tore home spa •>zervlce canter 'top 20 stocking stuffers • drug prices •top 10 spa appliances f;at~ur~a ;L & irf4rmat,on •top 10 gifts mart . for on^acol e~ledtiJerj"' '?op 1q fragrances JVE4tll • halo TRAFFIC JAtd COSAAET7C DISC rrla~:PJD - ?V?~ ~CL1tE'Uf~;@l~~ 3~AUT'~~ m:rkpJp-'ace r ~ nt r s lts Rf mal,eJa • Ips Introducing - home spa - Neutrogena for It It lr~INhrr, manlrllro t 111 free Cherish candle nodlcure trrlen ~ philosophy free IGss Me lip balm SE, in [are Clinical Skin Care - free facial sauna rllrncal :l. n Care r. $ea .com =tir1~-' h rr-fir__•.._ ~j _.1 Beauty.com and -3r=nrz r 5' --cy'~-- Docuts»rtt Datic -~c.~s I :.-.v.,i,,,,,r u I rr1-...... l.l.e nor, m.: ( •..t uct.r u..._.,...... I~ti1 a.r..r--_ tx...,,...tr I ~ Tci r~ i !._ 107 http ://v~►~~vw. stamps.com Statnpc corn► F'nnt Internet r►o:lage. NetStampa and Stopping !abets hom Nomr of Olfrce -Microsoft tntetnet Elrptar3t fie Fckk yeses Fgvoril~ joab ~{ N J ~ ~ ~~ Sack Stop fieha~h Searctl Favaitas Marie iiittoty Mad Eds A~ess ~ http:/lwww stemps.carnl ►s J ~Qo tanks M ~pnro►udlcx~aad ttar+dcv scam~I ~~ POS'ml siiitvia>: , Postage from Yarr Primer.` PC l~sttss NOf+IE BUR SERVICE 8UY SUPPiIES L`USTOMER SUPPORT tOGrt! Slt~rr uN ti0l'!' Postage from your printer." s ._--_- ► Learn More -- ,,, Tell me more about the semce and the No Risk Special Offer. ► Sign Up Mow! I know enough. I want to sign up for the semce Free Scale ~ ~alu~ and get the No Risk Special Offer. Specia! Oster for Simpty Rostage Customers Simply Postage cusiomers •find out •~~^' Stamps.com makes it easy &painless to ~'"' why Stsmps.com is the better choice. w4 mail your loxes '"~ ~''"' Learn more about the offer y,"~~" Learn Mor= Number of stamps printed by Stamps.com customers: 162,598,374 COmDany rnfq jnvastor rnfo I privacy Policy ~ /1FNIIate Grogram I Contact Us I S~ardt In caoperalion .,, "^ wrth • CODYrtghC ~ internal ~Staarps.com Customer Suppwt • Microsolt Internet Exploter ea view F~vw+te: joof: jjeip E~ E~ ~; .~ .J Felraal,es Meda Hwy Stop fld Search Bede Y AS~s~~ hl1p:~~MhNV.StafTlpl.COrn~tt{lpori~t)Ofta9e/ •~ ~ Go l.s~lcs M lriprWrddowwd omdr stamps) t„,~~_~ .lrom• PQSTdI SFRYICE a Poste9a from Y~r Prioaer.` PC Partayrr SUPPORT HOOr!E OUR SERVICE 9Ur SUPPFiES CUSTOMER IDt;W S~Grr UN ttUW' Search Customer Support E~ Most Common Support Issues: lntroducinri ►Customer Support '~ Free Upgrade to Stamps.com Version 3.01 Shipping f abels ► NEWT Shipping Labels '~ Shipping Labels ► ~,E Wr NetStamps P"~ ~ '' NetStamps .ri •+,o.n r3w~ ► Gettrng Started ► Tips &Tools Get Your Free Scale (Power Plan Customers) ► FAQs Pnnter Configuratior ► How To's ~ il~- ~ New Computer ► Downloads ? Password Issues ► Business Tools ► Newsletters ? Mispnnted Postage ► Contact Support '~ Policies Payment Issues Become an Affiliate ~ Discontinue Sernce earn up to ~ -Bonus Offer for Former Simply Postage Customers for emr new arstomer rou rdtr. ~~,~ ~ ~ ~ ~ ► Gcning Storted Tell-A-friend and Get up to Search Support: .`~ ~~~~ nntr'~na Fntar ihR kavwnrri that hart rirlcrnhac tha tnnir. ynri hava a rniaatinn ahmrt in ~ interr,et Adobe PFrota _.~ ~~6tto¢e • Mio..~ ~ ~' t 20i PM ~Start~ ;~ ~ ' ;~MSN Masse... ~ Adobe tlwb.. g ®•,Doctrnentl •...~ ~thesisre:eard~ ~J Stamps.c... m 108 http://v~►~~w. bigzoo.com .3 Bu} Zon.E'repaai Ca{bnq Cards and tntamet Service Ptovrder (.onq d(stance tetephane. 1 e{ephone ~ Mictosotl Internet Explorer ~Q F~" ~dR View FQ'rantcs .jobs .F jaEp ~-' .~ ~~ ..~ - ~ sack . S{op l=iefresh Roma Search Falvaiet Melia Hntary Mai Print Etta Andres: ~ ~ http //bigzoo. cram/ J ~Ge lilE:s '> Big~~o~ i~ 1 ~r,~n li,. FF C :... t:ttli°SI,; tall •~ t..; ~~~ ~)!P. •t . 1{.t.*),II t pct t, . > til~Jr e111 t{,sin,. • ~ ~ Taik with up to 4 other pea > I•r~runor,lat• C3Ce`~ e~CCE'.SS ~ at the same time. and C:,II from Intr~rn~,uon~ll eettto call anywhere .n the U.S. tar ~,9 Q? countrrCS „With 8igT13ik, you can! - . ;' > hlr•Nrr Il+ Learn Mors Searttl fAQs: barn about our Enhanced features! Click on the buttons! ► +ao 1 ------.--~ _--- ~ i-- -- REFER A FRIE1•~ TO "W ~.i ~ aOfT1E'S~C ~u"5 ►VtEMf 'Tia~Oft~ Rd~S \`~\\\sac !•ur+.ba•.1~ ,t R[~ tIARGEAEiI E local Access c,.naa;. .l 64 ~ 1 prrp.ud 1 ,tUutg •u uwtl :.nh: ~• ~ ~ era:,i as low 3s 9 gp ` ,,,•, ~ , ••!3 ~ •„ r .r , 1 . ~ Toll Free Access .. .. ., ~ _.. 1,lewca as lour ,, 654 t t~M t'~J 3 9 1`„ • J • 15D h[1a5 ~ r•. r .• . . '' ~ .. •, •.. . .. i Unted tur{Jdo r.; 394 ~ • rx, ELntles ' .• " U n FAOW le Z3 40 ¢ Ctvna !local :.cress 13.90 ¢ > f.tut •• It(ru a.ata as lor. as .5 00 f Ct■na lTd Frecl 5 55 INTERNET > VINr. IAuI°•. ¢ SERVICE ic.~rtt n,~{~ >'Vie!.y I.1VJe ~r ~ ~ lntanet ~Stad ~ '~ ~ ;~ ~ ' iMSN M... ! ~(l+dobe iL..' ®~Doeume...` ~la>et10 w._~ ~ jhitp:Nw...~ ~► Adobe ~. I ~~ Big Z.. fl~1 OtxYrra~ 9C]Pleesa s_~ to `/2 ~7.~11 PM ~Org Zoo,Prcpatd faliinry Cards and Intetncl Service FraysdcrLang distance icicpttonc. ickphone - M~ctosofl tMctnel Explater ~d Fie ~~ Vrew F~varitcs Zoats tidy RaFtaih Search Fevattes Metfa tlitGxy Boc# S~ A~dre>a ~~] fMtp //www.bigzoo.e:ortt/featues/mainasp ~tio li+ka Big!r...►..; 'ti lllr' ~[p' •;ul { LCry DlttanC! F1tOnc SlfV?[! ()ffl'1 > Features &Services > ~ttlrisk,l, > E{la•,rh > E1wtalt. ~1Ti'ii~iFt~T:~iii . ~., ,~ : , ,,. nt to caN artywfiere in the U.S. br 2.9 ~• ?~,~ ~. ,With BigTalk, you can! Doti ALl. >,aittr BigTalk! > Eslye,rtt E- I.ar11'. warn P~lor43 > F2rirlr.11~ > ti°~tlliul•, ► Settings ► PtNstctp ► B1astIT Nel+~! Search FAQt: Learn aboutyour Use speed dial to personal Account Skip enterrng your make calling faster settings PIN when placing and easier! > ~ II° I. NI•l °. calls! ► t 1l1 k t{rl •• " 1Q~,t~~ > BipGifl ► Retettais > BigTatk S • rsot,ot,t~ • tb Rannl,a Send BlgGlft Refer one Fnend => INTERNET certlficales to Get 30 FREE fnends and famlty minutes per fnends SERVICE Or, redeem your I:.~:1~ i137i BigGift here ► ?:Eu I' tletl~ .. ,~*j pone ~ ir> • RealPlayer ~s rtow Rea10t►c Player • M~crosolt In1e►net ExPlnter ~aeo A~lfeu I~ http //www.reaLcom/7PV=11 ~! Frye• 4.anaN~ ~ ir+•:IlOrae f+vide± i Sul~scrtt+ar IYpnr=srie My Aeeea+~nt ~ aLsa RVJIILRDLE Cnrc► cut ~rn;tr~ plt+}~n~l cn fiei(J~r "~'/Ij~~ ri~iLR s v the isle •' rnta7,+ ©c an the knOr9' wiltr !,Ic Frce Download .DC.1rE1~'; ABGNEwS On Demand CHl1 ~,■~!~ts Ttre Wtattt>Y ChNthai FOX,,poris :tatrvn, nyht cn your dell t_~F, II~SCAR.~om Learn More PGAi~Uil cbm NdA iFitm Davrrl;a,f .~•r j ( 1, l' .a-n.7. , ilrJSt)nr RdOiJ rn.,nt) r. le 7 a, i . tn[t: td-OAY Tp1Al jearn Note PI .. to ,,.,:, ~u wi~c3t is Ele'~1iC)I~c' ~EI~~c~l•~a~~ss c;!I~yw~ly"? ,r r~r' ., t ~'smc: Learn More ~~'. S)thrl' [jR'at prorlu< Ey: + Nascar Trackpass r PGA TpurCast a NBR Total Ticket ~~ ~ror+r •iutifa 1'/eb Pragranu+unq Try Brfore You Buy t xp.u+d+•d + untre+Is ~~,.~ !'/ur-tfa Wat~hsesg ..r ~ r,_: ~ ? • y . . •trr.,~ 'r. ~• ~1711~CiL\i _r• i. '"Li• t r a' . .tart t>: a),[,~ T , 1a. r i.' c ,._ 'r+, .~ je• t}•e l ate_ Free Download Learn More e Learn More IttlEft)Et .;~,MSN M... AclobelL.~ ~,,Doctirne...~ ~li3tt10w...~ ~~Ftttpc/hv_.~ ( Adobe... ~Reijl.... ®~Doctme.._ J ~~ ~. J $~ 5tca Rehcth Horrir Veatch Fa+rantes Metie ~dtest~.~] 3 _ -- Yots ir~wt needeid Answer 3 simple lauestitxls to get your gifts Dtee tt,ride _--- SUPERPASS TODAY MUSIC 5111F~WAYi>~ RADIO SPORTS NERYS Tr~~is ~au~hi ~€~ t~~t~a~fi€~e ENTERTAINMENT r. • Ir . : . .. .. MOVIES r. .. HOT STUFF .. . , .... • ...t ® GAMES . CNN OuickCast (~9embers] +i!~ NPR live Audio ••taL ~.Exr• vtDLtl Lo~.{ i ra r~, Shop online LIVING _! AOCNEY/5 Live (tilemhers) ~ FeedRoom: 1'linninq The Peace NEWS forttesh, ALL AUDIO fK quality items CHANNELS delivered lYatch Pete Yarn RealOne CENTRAL ;~ tsertoma live m Realtlea+a to your home. exctus%v.~ concert se»es, [ onbnu+ng W.+r L ovc•rayu Shakrra, "in Uelu !tadrtd" SECRET SALE , Take Off an r• r .~ S10 ~r. 1 pt.•.. art .. .,. . ()tf{K ~+ Saddam Yideo .~ PO\'/ Lynch Update Q HIGH Q Special Iraq 1'!ar Cov cr~ge H LQ1Y INrra SPORTS ~rrw Yrdeu tt+ts '- ~. Isve ~Ilti A'ad+u ..r. , . ..1 ...... r... I. -i . . . . . t ... . .,.. f •~ '~ Inlett)et Start ~ ;~ .~, http: //www . 1800 fl ow ers .c om ~~ S •aiH3•t•tt1WEf1S.C4►ri ~tawtRs. Manix Gouratct and 5oreet;;. tlni4trt Gifu. and`'ipecropy Rouliquea Netccape A E+~ ~ Y+~ !ic ~ommuticator $~+ Bede folt!+lard Rdoed Flame seeteFt Ne~t:ape Pdrtt sear~v shed 9 Booktlsarks .~; Location: ~http:~n -80o•fbw«scan!(lotvets/►~me.asp?po~tap=Y twt►~t': Rtstated r~ 1-~~~~flowe~s,~~ YJ.rt .•l77•Ptl ;ru~:Ja) :J ,7'11^1i' :atr~er:, :k:s ► •tfsk• to '~ tr.,ek,o,.•:•~: Receive ~ mal~,~-, SA35or~s QI"~~~I(:~. 33' ~. taa!Ir:~Y1 • Chanukah 3irt Badcatr • L'h/~StTIJ3 • •n'hJi=flew • Ev►r1M•+e Horr.a . Ft►d S►II►••c ?0't OFF 7odar • Sene Day GiAir.S • j~ar43r1'_'a3 7P?r!a) £Jr'Inoc • Alon:hty Gitt Clut:s • i•lolydav Grtt •_cnttr • New Yea/s ~ AFOrFP= . 3ma/IC7n i0r'r: • Etcl:dar ElrihAaV AA~w! On•a flazx• Rn:oc Pclnc~itfa Plant FIoEAc 9t F+_ro~"' CaYQtl- Pa:tol ArnnQOq Boautllul tradrbon. Send star-awry Aug. Surprise them! They deserve a 539.99 - 579.99 • yr'ed:lnq • ~vane~s ~Ir 13499 - SR4 99 t2 939.98 dozen+ Zit~Z.%j 559 99 • 8irtldav • Gi!t: for H.im fa..~...7 • Anr.iuersary Yevr Home t . {raw flaDr send a pe~sonalrxed~ 0`.'6 off Gif: Baskets ;rha r. tha • Getri'cr1 •LoveLR~mJa>• we•ne►~ for Seasons • Thenr; 'ro•: •,lvst9ecavr '1'~Yne • Cor.tratvlationr ~moathY .dtect•on Greetings! Sond a greetrng and .fay Get t0aie OF=gifts in our Exprea your happy connected (o the people Evergreen kome holiday senfimentsvnth e •underS30 • 75 to 5?CG you care about colledron whon you buy grft bxket Dusting with • ~• a'1 to J.f, . dim •n 5i^n ~r today) holiday cheer! 550 !o S76 $?50 UO +.1 ~' -iD- Dotunent Bores ~' Slrwt `5^Yeftod JRtnrrwa .' ;,'3MSN M... ~ ~1.8Oa._. ~AdatteQ . ~Orblhl - .. ~Reaf m . I ~X1asA.. Y';• l•8EJ0•Ft.0WER5.CflM - Ftaawrt:. Ptatats• Ciuutuat and Strrrtls. UrEi4~ tints and Sµea:wity Bus~iytae: - Nrt:a;aatr 8 Y~ So ~t~aeor Elaia Back • f9oloed Flwlec 5nareh Natsc+eprs Print Stxs,rrty 5hw Stop ~' Bookmarks: .fir- t.ocanonc ~►tnpclnvww.,ti0oflowets.catnmowers~wt'fCome.asp?sea;ors=, .~ (~' WFsat~s Related f~/ 1- ~-flowers.~4~. ./r ~;:cgc: !a; r ii ,~.;:c+;; r~~6d Basket Is Empty yv r tnastnc ,; ~zo -~ ~ h n;a•. Ter>?r:t-efrs ► :?rte S:Er' Class•c Cnrr:trras 'vblMor Rossi/ •Jrtcrian Sp'ond•ynr vt New Yea•t D Qo!n'eIt i,tvt S 4or-+anse • tr•anrrYcu ~tKtE.raVf• rc£P1fet'JI{h~^F iLT.a2ili11( F:«~tarr. VA~he>"' -rt 3rsZerrr_nt fo! Alf u Welcumc to VisWPriM f3usincsa Ca►d I'rinlinq, letterhead. Envebpea. Stationery, Invitations, -Microsoft IMmnel Expiwet Fde Etkt Vrew r•~ i Toot: ~ eo M ~r ♦.i ..J ~ L ear sta,p Rdre~+ Seeroh Favontes Ma#n Hrstary Mal Edit A~drOSS1~ http//www.vistaptrrtcorrJvpinsJdefarAasp ra Go ! Lurks " ~ hlYAccounl ~ ~ Srqn rn Novrr (~ Shppninq Cart I ~ Hel:~ {,vista. Choose Products tor: ~_~,~.~ Family Brt>fir r aC~a~ !Post Cards . ~tatiarearT BrocAutes Setvicas Pricing ( Special Offers Exclusive Offers , Sign Up! Receive FREE marketing tips and exclusive product offers! THE tD14'EST CIC"iC`~E EVY ~ PRICES ON CUSIDM _ _ ... _ ~!~~ t UR 30:~REF D~IESiGNS• RUSIIrESS PRtNTRrG Yiiiiiii _..~ ~ _otuRnrut> Eori£ST PRICE GUARAATEE Cc~rPn Gatic~y _ ~a~= We oReryou hundreds ofdeslgn C)1~i' choices. Styles for almost arty business) Click on the Ilnk S•1l i ~' below to view our designs or to upload your own. Business Cards Post Cat'ds p .250 tot lust f9.99: 250 UrersiZed 250 for iust S1-t9.99: • Business Cards j Choose from a wide SNAP postcards As low as 9¢ ADTf each: • Postcards range of our designs only 579.99: As low Ful{-color, glossy, tri- • Brochures or upload your own as 4~ eact>* fold, brochures • Presentation Folders De13iIs Premium quality, Oft Choose from our • Statronery or 4f4 prrnLng on 14 desrgns or upload • Return Address Labels pt glossy stock your ovml De'3~15 Detail=_ axsxtt~cssr _ ..... °~ i#~l/wwyv.virtapirtt.coin/vpins/splash/splas(Lbusiryasscatdxaap? ~} !r>tatrret Start ,'1 ~ i~ Q e~MSNM... ~ iYAdobefl.. L~3~Docutne... ~i l~doire._ ~~fastlow...~ t~httpcl/w...i ~ ~~weicam...~ et)octme..~ 'm c~ ~ 4.51 i'M rs a'rrM elter cur 'tcrasott Inremet Exptoret ei ode ~di View f=,~vorites jooiz }jet~p J i~ .'.~ ..~ f3ack Stop Rehash Horne Search~ Favaites Meda History ~'Mai Print Edi ~ Go t.irrks A~est l~ hrrp //vaww.vistarxrnt.coin/vp/nslspiath/:ptash_Ictterhead.asp? J ~ ttYAccount I ~ Sign in Nova I d Shopping Cart I ~ Help ',Vista Choose Products fa. ~v.~, ~ Family 9~~ ttamc i Post Cards > :.-' a omts ~ Btucrxuss Foidxrst~ ', Senicas 'ate Convenient, ~ Sign Up! ,at ordable Way to Get Receive FREE marketing tips ~~~-C.~lol~c ie~erhead and exclusive product offers! ,r sT~rtnno ar '~ t r f r i `,~ ONLY 599.99 f :... .~ ,~~. taw 500 SHEETS! Quild Your Business Eitand for Less Quantity Price Business letterhead is a necessrtyfor anybusrness that wants to convey a credible, professional image. Why hassle 399.99 wrth a pant shop when you can cornenlently orderyour 500 letterhead online? Why paytheir prices? And why settle for 1000 S 149.99 panting at home when you can get professionally panted, full- 1500 3199.00 color letterhead for less than you would spend on soRware, 2000 3249.99 ink and paper? gidc Here to Get Started) l Create tettethead Novi' Lowest Prices! The Highest Quality, The Attract new clients with f(::::_al (per A Orrorc~ full color Easily create your perfect letterhead. You'll get these great .iivn features and opbons ~is~ Upload Yorrr ► 1 , , irir ~~lui;' Desk rr • Hundreds of style chorces rt ~ s.. Letterhead Dimensiom,- .r3~. _ :. .. r.,, 8.5" x 11" 116mnr ~< • Upload dust your toga or your enure design 2i'9mnr Professional, full-color panting Ir~terrxt ^~r1 ~ i~httpc/iw... ►Adobe... ®~Oocune I ~5ta>rt.~ a~ ~ '('~ .;'~MSNM...~ +~Adobell..i ®~Docume. ~ ~IasllOw .~ (4r~VistaP... !~ . v^ 4:53PM 112 http://v~►~ww. classmates.com essmates - egnbatron - icrosolt Internet Exptoret eo ~. „~ r ~) 6adc Slap Refresh Beards Favttrrlea Mecfe HiNory A (~1 http//wwwclassmates.t~m/p.tf/registration/ l.irtict i classmates® , the world's best plact to reunite Nli~~~~ns of Friends & Grooming Already Begin by finding your school. Registered? dog ,n here ~1">1Tt:D StAIr`~ Alabama Kentucky North Dakota I forgot my Alaska Louisiana Ohio password Arizona Maine Oklahoma Arkansas Maryland Oregon California Massachusetts Pennsylvania You can also Colorado Michigan Rhode Island join our Connecticut Minnesota South Carolina d,rectory. Delaware hlississiplli South Dakota workplace directory. District Of Columbia Missouri Tennessee m,litary Florida M1lontana Texas Georgia Nebraska Utah It's Freel Hawaii Nevada Vermont • 130,000 schools Idaho New Hampshire Virginia • 35 million friends) Illinois New Jersey Washington • Find old friends Indiana New Mexico West Virginia ' Reunion updates Iowa New York Wisconsin • Lively message Kansas North Carolina Wvominq boards Leap through a portal Find Canadian and Overseas American schools here. to the best of your past. Rediscover the Canada people, places, and ~~! Overseas Amencan 1 Canadran ~choots pop culture of your youth. Reconnect :~j C3 aaatt ranairtinp7 Dot~n~bedrg pichre . .1 ~ tnteurtet ~Stalt ~ ~~►►MSN Mestertge! , +~' Adobe IWslratcx ~ ~My <;otr,Fxrber „~',, Classrnate: - Reyistra_.. i~J ~ i~ Q I Vi' ~j Ex061'I rcurso n erste xp orer ode ~dA 1/iew FgYales foots Hdp ea _._J J.i -~ 9ecfc Stop Refresh Hdne Search Faxor+les Media Hsicxy Mai f:,dt A,~dress + http //www.cla:smatas.com/p tf/regstration/ctres. U?salter=Mt i classmates®tha world's best place to rounite Select City You Creduated In Step 3 of 5 UNITED STATES > KEPITUCKY > ~. MacKville hic Daniels Morehead Madisonville Mc Kee htorganfield Magnolia McDowell Morgantown Majestic_ M11cKinney Morning View h1anchester McVeigh Mousse Mannsville Melbourne Mt. Olivet Maple h1ount M1lelvin Mt. Sterlinq Marion hliddleburq Mt. Vernon Marrotvbone hlidcilesboro Mt. Victory h arts► Middletown Mt. Washington Mayfield Midway Muldraugh h1aykinq Milburn Munfordville hlayslick h1illersburg rravhlu Maysville Milton Mc Carr hlonticetlo Terms of Service I Updated Privacy Pol~cv Copyright 9 1996-2003 Classmates Online, Inc Alt Rights Rr.servad. ~~ ~ lntmnct ~Statt ~ iii MSN Messert9cr ~~ Classmates - Registra... Adaba tfu>;lrator , ~ .~ ~ =j ai ~ .~ ~:.p~,,~°. . X45 f'M 113 http : //v~►wvvv. keen. eom Welcome to Keen - ►Eicrosull Inlernel Explorer eo Fib Edit grew F~vpies Tools ~idp .~ .:~ .~ Back Stop Adtesh Harms Saatr~i F4vaites Mega Risley Priry Edit A¢dK$ ~ ~ http:!lwvvw.keencoml Csa Links KEEN` Your Penonal Advisor ~~i~;~u~ ~4~> Get Advice on... 10 million members and counting Accounting Business Get 10 mina,etes Career li Education Computing a Internet Counseling d Health of tax advice for diet a Fitness Loyal only $19.95! !_ite Coaching Personal Finance Talk to a professional Psychics b Astroloyers Social entertainment CPA for money-saving Taxes Other advice and other tax tips. Find a tax advisor nqw. Try yow first call on ust ©tt =S torard~ your first utl fn Keen Spotlight any cattgory. Cil! norr Create Your Romance Plan Get Microsoh ~~ Why wait for your Soulmate to find Ofiice Help ,vt can build an advice you when a specific siraiegy can centtrfor yourcorporatron help you make it happen yourself? and rnttgratt rt throughout Call a Love Psychic today, and learn Need help formatting an Excel your products. .tam more. spreadsheet or using PorerPotnt exactly what you need to do to find drpart? Talk to a Mivosoft-Certified the true love you deseroel Professional for immediate BeCorne an Adviser ansrers. r cath rith Doing Your Own Tax Returns? as~atr ,~ I ~a>•~ Satuday,Apd 12, 2U ~Stast~ 1~ MSN Mi-sii*.slger ~~~~Wttkome to Keen... °~~ 'adobe Ilkrstrab_; ~ #` ]Advcrttsma~t • Micxc: Keen Gal Advise Mrr.to:rrlt Inletnet Explorer eo ~~ lam View F~vorit~ Tools fjdP _ ~ «. J :J :~' .~''J Rdreeh Searsh FavaRes Medta Halary Mel Prat Edit Beck Step a A~resa ~~ http //www.keencom/categorieslget_ansvrers asp J ~Go tam KEEN. Your Pcrranal Advisor gl3t r3tt ~ ~ ~ Join Now I Sign In .~rrr.r~r Nome ~ Get Advice Get Advice Subject Keen i'dentber What Is Keen? Search By keyvord(s) Accounting Le4a1 Income/Sales Tax, Payroll, .,. Business, Personal Qusiness Life Coaching Consulting, Planning, .,. Personal Coaching, Business Coaching Career a Education Personal Finance Tutoring, Job Search, Resumes, .. . Financial Planning, Retirement, .. Computing b Internet psychics b Astrology Mivosoft, Interne ,Games, ... love, Tarot Readers, ... Counseling b Health Social/Entertainment Relationships, Seff-Help, ... Celebrity Models, Flirtin , ,,. Dfet b Fitness Taxes Diet & Nutrition, Exercise &Fitness General Filing, Retirement, ,.. Other Arts, Family, Shopping, Travel, ... Dons !~ Interne+ Start { : a MSN Messenge ~~ Keen: bet Advice - trl... #'`Adobe i6trsfratt 114 http://v~►navw. western union.com ElidPay- Online Aucrion Payment Scrviccs - Sr~ti Maney Order Payrxenls Online - Microsoft Internet Explorer ea E~, ~di yrew F~vates ods ~jeb Y'j .~ M ~, :~ 8ecls Starch FevonZes Meda Hida(y o A,~}dleu ~~] http://vnwi.bidpay.cornl G liiu Yav Kxow WESTERN ~oa~ox~ uN~oN IB~DPAY Buyer Services Click here to Pay for your auction. Pay for your t . ... _ .. _. 'r, MONEY ORDER auction by and receive valuable online services! Ctnsh ssN 10 D~.Y~+ and Nltf or>~ a>.tton ~.rrr.raa n.naa.a r_n~rr.;iry parnart Q1lY2h av+d •aS..f Seller Services .-.. : t ~~ P.~ orrina and Ua. on .B.yf9 rats horsy order Y cart for you r.noob a„a mu+y ~. Click hereto pay for your auction now. Auction sellers are not regwred to be registered with l3idPay.com to recerve payments, we will mail you a Western Unior>® Money Order - ' Sellers!UK ...dA« _ O triternet ~scr,it MSNMa:sangrr ~Adobeliutbata ~~a~BidPay:OnimeAuctio.._ ~ ~ ~ ' ~ Asa ~r WESTERN wESTERN~ SOMEONE YOU K11T0~ UNIONI I uN~oN .. IBIDPAY ~s ~w_t~e~~r~~on.eu Buyer Services Click here to Delivery options Pay for your auction. 13idPay.com offers a variety of mad options for you to choose from. For no additional charge, simply select our standard First Class mailing and have your payment delivered to the seller. For an additional fee, your payment can be sent to the seller via Pnority Mail or Express Mail. No matter which marling option you choose, by using BidPay.com you can rest assured that your payment is on the way to the seller. See the table below for rates. PLEASE NOTE: These ARE VOT the shipping fees for the delivery of your purchase. You need to check with the seller PRIOR to placing your order and include those delivery charges in your total purchase money order request. Delivery Fee Sctledufe Mailing Options Fees BidPay.com lnduded in BidPry.com First Class Mail fee at no additional cost Priority MaH X6.00 Express Mail X15.00 Should you have any additional questions, please refer to our ~F or onta our customer relations Sellers!UK department _ _ . _~_ ~~Sahrday, Apri 12.200 Start! +;~M5NMe ~ ~'tAdobelluslrata ~I~JBidPay: Money Order... '~ ~ ~ ,i_`"~ ~t~ x59 PM 115 BIBLIOGRAPHY Forceville, Charles. Pictorial Metaphors in Advertising. Routledge London, New York.l996. Keen, Peter. McDonald, Mark. The eProcess Edge, Creating Customer Value and Business Wealth in the Internet Era. Berkeley, Osborne/McGraw-Hill, 2000. Merrian Webster Dictionary Nieland, Jennifer Lee. Designing for the V~WV~T: Observations, evolution and processes. Ames, Iowa State University, 1999. Redmond-Pyle, David. Moore, Alan. Graphical User Interface Design and Evaluation (Guide) A Practical Process London, Prentice Hall. 1995. Rosen, Anita. The E-commerce Question and Answer Book A Survival Guide For Business Managers. New York: Amacom, 2000. Schwartz, I. Evan. Webeconomics, Nine Essential Principles For Growing Your Business On The World Wide Web. New York, Broadway Books, 1998. Sudweeks, Fay. T. Romm (Eds}, Celia. Doing Business On The Internet, Opportunities and Pitfalls. London, Springer, 2000. Wood, Larry E. User Interface Design, Bridging the gap from User Requirements to Design. Boca Raton, CRC Press. 1998. Marcus, Aaron "Metaphor Design in User Interface" Journal of computer Documentation May 1998, Vol 22, No.2. 116 KCrug, Steve. Don't Make Me Think! A Common Sense Approach To Web Usability. New Riders Publishing, Indianapolis. 2000. Appelt, Wolfgang. Hinrichs, Elke. Woetzl, Gerd. Effectiveness and Efficiency: the Need for Tailorable User Interface on the Web. http://v~►~ww.bacw.gmd.de/Papers/www7-Brisbane/ September 2001. (http://v~►~ww.webapedia.com), September 2001. Cei, Davis. METAPHORS, S~'1VIBOLS AND RELATED CONCEPTS: Figurative Language Examined, http://v~~vwv.devco.demon.co.uk/definitions.html (November 1997) (accessed Nov 2001) Cerf Leiner, Kahn Clark, Lynch Kleinrock, Roberts Postel, Wolff. "A Brief History of the Internet" http://www.isoc.org/internet/history/brief/html Cooper, Alan. The Myth Of Metaphor. http://www.cooper.com/articles/vbpLmyth_of _metaphor.html. "Computer graphics on the web" (Accessed 20 March 2001) http://rpi.edu/dept/ilc/webclss/kairos/id.html Deborah Lynn Harrington, Electronic commerce, The technological transformation of business http://www.ala.org/acrUresoct99.htm1(October 1999) (Accessed Nov 2001) Eckerson, W Wayne. http://www.ncr.com./other/ industries/marrying/_ecommerce_cust intell.asp September, 2001 (accessed Nov 2001) "Graphics" (Accessed 20 March 2001) http://v~►~wvv.webopedia.com/SH~►RED/search_action.asp 117 Lawler, M John, Metaphors we compute by, 1999. http ://v~►~►~vw- personal.umich.edu/~j Lawler/meta4compute.html Neilson, Jacon. Did Poor Usability Kill E-Commerce? (http://www.useit.com/alertbox/20010819.htm1) September 2001. Neilson, Jacon. First Rule of Usability? Don't Listen to Users. (http://www.useit.com/alertbox/20010805.html) September 2001. Multimedia Design Guidelines. http: www.ping.be/mmdesign/topic2f3.htm. September 2001). Miller, H. Richard. Web Interface Design: Learning From Our Past. http://athos.rutgers.edu/~shklar/v~~ww4/rmiller/rhmpapr.html. October 2001. Sherson, Grant The Relevance of Semiotics to the Internet: How Web Designers use Metaphors in Web Development http://www.ucol.ac.nz/~g.sherson/papers/semiotics.htm 1999 (Accessed July 2000) "The eCommerce: B2C Report" (October 2000) (Accessed 11Aug 2001) http://allnetresearch.Internet.com/item/0,3008,2155921_l ,00.html User Interface Design, http://cfg.cit.cornell.edu/cfg/design/bkg.html (Accessed Nov 2001) "Usability" http:// wvwv.states.fi/include/1-3.htm (Accessed 20 March 2001) Weisman Jon, Electronic Commerce Data http://www.internetsecure.com/reference/critical.html. (Jan 8, 2001) (Accessed 16 August 2000) 118 ACKNOWLEDGEMENTS It is a pleasure to thank the many people who made this thesis possible. It is difficult to overstate my gratitude to my Major Professor, Ms. Sungyun Ryoo Kang. With her enthusiasm, her inspiration, and her great efforts to explain things clearly and simply, she helped to make this research a success. I would like to express my sincere appreciation to Mr. Roger Baer for his help support and guidance during the years of pursuing my Masters. Also, a special thanks to professor Scott Chadwick for his guidance and valued suggestions to this research. I thank my husband Sudheer Matta, for his effortless support. His encouragement always lifted my spirit and enabled me to put forth the extra effort to complete the thesis. I would also like to thank my parents and brother, for the years they spent to encourage me to work hard and follow my dreams.