查看文章

Understanding target users is a crucial issue in establishing design and marketing strategies for computer-based applications. To contribute to the comprehension of target users, this study examines the effect of cognitive style (imagers vs. verbalizers) on user preference based on perceived usability and perceived aesthetics through an experiment using four simulated systems with different levels of usability and aesthetics. Forty-two imagers and 31 verbalizers participated in the experiment. The results of the analyses of variance indicated that, before actual use, the effect of the aesthetics factor on user preference was significantly different between imagers and verbalizers but that of the usability factor was not. The difference between imagers and verbalizers with respect to the effect of the aesthetics/usability factor on time performance was not sufficiently demonstrated, nor was the difference between the two …