Abstract
Metaphors are used enormously in designing websites to facilitate multiple user tasks for years. Nevertheless, there is limited research examining metaphor's effects in facilitating user tasks. There is disagreement regarding using single or multiple metaphors in designing computer systems. Concerning their long term effects, Norman (1998) claims that metaphors lose utility once users are familiar with the system. Furthermore, little evidences can be found as regards to their effects on users with different computer experience. The researcher proposes a metaphor design methodology to examine the long-term effects of single versus multiple metaphors on subjects' information search behaviors and their effects on Internet novices and experts. Ninety-eight college students participated in this study. The findings suggest that metaphor's effects decrease over time as users become more experienced. Moreover, multiple metaphors facilitate experts search better than it does on novices.