검색 포털 사이트 선호요인 분석 : 의사결정나무 기법을 중심으로

Abstract

Due to the convenience of use and rapid access to their information to find, many Internet users utilize the search engines or portal sites to find their information and web sites. However, many researches related with web site evaluation pointed out that many factors have to be considered to increase the usefulness of the site and the degree of user's preference about the site. In this research, based on the previous research, preference factors are derived to evaluate the portal sites. And then, five portal sites are evaluated by the questionnaire. CHAID, a decision tree technique, is used to analyze the results of survey and the relationships of preference factors. This research can be an indicator when we analyze the preference factors of portal site and other kinds of web sites using decision tree.