Abstract:Effective advertising, good usability, and creating value are important in an e-commerce environment to attract and retain customers. In the human–computer interaction (HCI) literature, research into the success or failure of business to consumer (B2C) e-commerce sites has primarily focussed on usability. While increasing usability is important, even if an e-commerce Web site conforms to the Web design heuristics and usability guidelines, it might not always generate a positive total customer experience (TCE).… Show more
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