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L’exploration des pages web : de la caractérisation interindividuelle à l’identification de patterns comportementaux

Abstract : A study by Nielsen (2006), widely cited, indicates that Internet users explore web pages following a "F" shape pattern. This result brought the designers to organize the information of a page according to this behavior, even if no study replicated these results. Although the conclusions of this study concern the visual behavior, the question of the behavioral patterns allowing describing the navigation of the Internet users remains in a more general way. Thus the aim of this thesis was to determine if patterns could be revealed from various indicators. Three studies were conducted. In the first study, 112 participants had to perform four information search tasks on two different websites. The experimental protocol involved an immediate repetition of the same tasks. A clustering method allowed us to identify 4 behavioral patterns, which distinguish themselves in terms of navigation on the homepage, but also in terms of performances. During the repetitions, the classification allowed us to identify 3 patterns out of the 4 previous ones. This implies that the individuals do not repeat necessarily the way they look for the information and this, no matter the task, and the Web site. The second experiment involved 27 persons. They had to come three times, with 48 hour intervals to repeat the same tasks. The repetition of the tasks, whether in short or medium-term, increased the performances of the users, that is the tasks are more quickly realized and in a more efficient way. However, the identified patterns differ between the short and medium-term repetitions. Another observed result is that the strategies or patterns are not peculiar to the individuals. In other words, an individual can present or adopt several patterns from a task to another one, from a site to an other one or from a repetition to the other one. Finally, in our last study, we wondered if the homogeneity of our previous samples could have influenced the patterns. So we conducted an experiment with 47 participants with varied profiles. The individuals tended to distinguish themselves according to 4 same identified patterns. We were able to observe that according to the individuals, the same strategy could lead to the success or to the failure of the task. Furthermore, the learning styles did not seem to be related to the observed patterns. Limits and prospects of this work are discussed.
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Melanie Becker. L’exploration des pages web : de la caractérisation interindividuelle à l’identification de patterns comportementaux. Sociologie. Université de Lorraine, 2016. Français. ⟨NNT : 2016LORR0344⟩. ⟨tel-01661519⟩

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