Effects of new-to-market e-store features on first time browsers

McKechnie, Sally and Nath, Prithwiraj (2016) Effects of new-to-market e-store features on first time browsers. International Journal of Human-Computer Studies, 90. pp. 14-26. ISSN 1071-5819

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Official URL: https://doi.org/10.1016/j.ijhcs.2016.03.002

Abstract

Understanding the effects of website design features on website usage is complicated when buyers differ in their willingness to process information to make decisions. However, it becomes more difficult for a new-to-market e-store with no established familiarity. While extant literature suggests the use of interactivity and personalization features offered by e-stores to reduce consumers’ risk perceptions and improve trustworthiness of such stores, there is little guidance on the level of feature provision required to enhance consumer satisfaction in making product selections from a new and unfamiliar e-store. The authors explore this issue in an online experiment with 273 subjects browsing 4 websites offering identical products but with variable levels of interactivity and personalization features. Findings reveal a positive association between the level of feature provision and browser decision-making outcomes. However, interactivity features are more effective for maximizers, whereas personalization ones are more effective for satisficers.

Item Type: Article
Uncontrolled Keywords: Website design, Interactivity, Personalization, E-store, Maximizer, Satisficer
Subjects: J900 Others in Technology
N100 Business studies
N500 Marketing
Department: Faculties > Business and Law > Newcastle Business School
Depositing User: John Coen
Date Deposited: 05 May 2020 10:56
Last Modified: 05 May 2020 11:00
URI: http://nrl.northumbria.ac.uk/id/eprint/43009

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