Site complexity has been defined both as a single construct and as multi-dimension construct and operationalized in terms of objective measures or user perceptions. In this research, we distinguish between objective and subjective (perceived) site complexity and examine the relationship between the two. Objective site complexity is measured by how varied a website is; subjective site complexity is the perception of the user about how complex the site is. As such, we maintain that these are two distinct yet related constructs. By manipulating objective site complexity and collecting data on the user's perception, we attempt to demonstrate a linear relationship between objective and subjective complexity. Our results indicate that, while the constructs are related, they do not demonstrate the linear relationship expected.
Guo, Yi Maggie and Hall, Dianne, "Website Complexity: Objective versus Subjective Measures" (2009). MWAIS 2009 Proceedings. 28.