Advising Customers on Products in Navigating Online Shops – An Empirical Analysis

Most online shops do not provide advisory services that take advantage of expert product knowledge. Therefore, consumersmay spend a higher search effort than necessary to find products that serve their needs. This study investigates to what extentan ontology-based, “advisory” navigation menu can decrease a consumers’ search effort. For this purpose, we conducted alaboratory experiment with 159 participants to assess the impact of an ontology-based navigation menu on participants’information behavior in an online shop. Our log file-based comparison with a conventional navigation menu showed asignificant decrease of search effort for the advisory navigation menu. Comparison criteria include the number of productresult pages viewed, the number of detail pages viewed, and the amount of filters used in a session. Implications of thisresearch concern the development of online shop interfaces that use ontology-based product catalogues and therefore supportconsumers in their information search

Web Design Attributes in Building User Trust, Satisfaction, and Loyalty for a High Uncertainty Avoidance Culture

In this study, we attempt to evaluate the user pref6 erences for web design attributes (i.e., typography, color, content 7 quality, interactivity, and navigation) to determine the trust, sat8 isfaction, and loyalty for uncertainty avoidance cultures. Content 9 quality and navigation have been observed as strong factors in 10 building user trust with e-commerce websites. In contrast, inter11 activity, color, and typography have been observed as strong de12 terminants of user satisfaction. The most relevant and interesting 13 finding is related to typography, which has been rarely discussed 14 in e-commerce literature. A questionnaire was designed to collect 15 data to corroborate the proposed model and hypotheses. Further16 more, the partial least-squares method was adopted to analyze the 17 collected data from the students who participated in the test (n 18 = 558). Finally, the results of this study provide strong support to 19 the proposed model and hypotheses. Therefore, all the web design 20 attributes were observed as important design features to develop 21 user trust and satisfaction for uncertainty avoidance cultures. Al22 though both factors seem to be relevant, the relationship between 23 trust and loyalty was observed to be stronger than between satis24 faction and loyalty; thus, trust seems to be a stronger determinant 25 of loyalty for risk/high uncertainty avoidance culture

The Effect of Web Usability on Users’ Web Experience

The ease with which a website visitor can find what they need is positively correlated with visitor satisfaction(Institute for Dynamic Educational Advancement, 2008). Web usability is a field that studies what factors affect the visitor’s ability to navigate through a website. Although there are publications outlining specific usability guidelines, many of them have little or no academic research to support the claim. HHS developed a list of 209 guidelines and rated each according to their strength of evidence (research-based support, 5 – high, 1 – low). Using heuristic evaluation and usability testing, this study provides additional research-based knowledge for those guidelines rated with a low strength of evidence. Results indicate that users desire printer-friendly webpages, require feedback on their location within the website, find linking to related content helpful, and expect a search option to be provided on every page. Additional research is necessary to determine if providing descriptive page titles or labeling pushbuttons clearly is important to web usability

Effects of White Space on Consumer Perceptions of Value in E-Commerce

As e-commerce becomes an increasingly large industry, questions remain about how the isolated effects of design elements on websites influence consumer perceptions and purchasing behavior. This study used a quantitative approach to measuring the effect of a ubiquitous element of design, white space, on the perception of the monetary value of individual items. White space is a key component of design and website usability, yet it has been shown to be related to the perception of luxury. Little is known about the direct relationship between manipulation of white space and the outcomes on consumer perceptions of value in an e-commerce context. This study found no significant difference between two levels of total white space area (large vs. small) measured by participants\u27 perceived cost of items (chairs). In contrast, while holding total white space constant, the effect of white space distance between images was significant for males but not for females. Additionally, no significant relationship between gender and frequency of online shopping behavior was found, χ2(1) = 3.19, p = .07, ϕ = .17. Gender and amount of time spent per month online were significantly related, χ2(1) = 6.21, p = .013, ϕ = .24

Impact of information presentation modes on online shopping: An empirical evaluation of a broadband interactive shopping service

With the increasing cost-effectiveness of communication technologies, online shopping has emerged as one of the most important areas of electronic commerce. A major problem facing online shopping service providers is the heterogeneity of user profile. Unlike organizational systems that have a well-defined universe of users and system boundary, these shopping services are designed for public users with very different cognitive and demographic profiles. The major challenge lies in designing friendly and effective user interfaces for online shoppers. Previous studies on online shopping suggest that a good user interface with an appropriate mode of information presentation is the key to system acceptance. In this article, we report on an empirical study that looks at product information presentation modes in an actual broadband supermarket shopping environment. Four prototypes with different combinations of text and picture displays were developed and evaluated in an experimental setting. The findings suggest that there is a close relation between product familiarity and shopping effectiveness. When the system is used to purchase familiar product items, pictures are better than text in terms of both efficiency and effectiveness. However, when users are not familiar with the product items, the advantages of pictures over text diminish. Implications of the findings and future research areas are discussed.published_or_final_versio

Customer perception of switch-feel in luxury sports utility vehicles

Successful new product introduction requires that product characteristics relate to the customer on functional, emotional, aesthetic and cultural levels. As a part of research into automotive human machine interfaces (HMI), this paper describes holistic customer research carried out to investigate how the haptics of switches in luxury sports utility vehicles (SUVs) are perceived by customers. The application of these techniques, including an initial proposal for objective specifications, is addressed within the broader new product introduction context, and benefits described. One-hundred and one customers of SUVs assessed the feel of automotive push switches, completing the tasks both in, and out of vehicles to investigate the effect of context. Using the semantic differential technique, hedonic testing, and content analysis of customers’ verbatim comments, a holistic picture has been built up of what influences the haptic experience. It was found that customers were able to partially discriminate differences in switch-feel, alongside considerations of visual appearance, image, and usability. Three factors named ‘Affective’, ‘Robustness and Precision’, and ‘Silkiness’ explained 61% of the variance in a principle components analysis. Correlations of the factors with acceptance scores were 0.505, 0.371, and 0.168, respectively