The Use of Fuzzy Logic System in Determining Preferences toward GUI Design for E-Commerce Website

Abstract

This paper presents the findings of a survey that correlate human personality types with the preferences towards graphical user interface (GUI) design for e–commerce website. Myers–Briggs Type Indicator (MBTI) inventory is the personality instrument used to conduct personality test on human beings in this study. The targeted sample is the students from UCSI University KL Campus. They are first group into one of the sixteen MBTI personality types, and then they are further grouped into one of the four Myers–Briggs temperaments. 2 types of surveys are imposed: the Personality and Preferences Questionnaire (PPQ) which aim to figure out the correlation; and User Evaluation Questionnaire (UEQ) which is conducted online is used to collect user feedbacks on the resultant website prototypes. Fuzzy logic theory together with the data collected during PPQ is implemented into ANFIS systems to come out with inferences about whether or not the suggested correlation exists. Conclusion drawn from this study is that human's personality type does affect some of the preference towards website elements (website layout and font type used), but not all.