Tailoring new websites to appeal to those most likely to shop online

Abstract

This study extends the conventional wisdom concerning how a commercial website can be configured to attract online shoppers, and specifically, initial shoppers. Based on past research [Inform. Syst. Res. 13 (2002) 187] and theory [Diffusion of Innovations (1995)], a number of 'form' and 'substantive' website features were assessed as to their attractiveness to consumers of varying (a) Internet experience and (b) innovativeness. A self-administered survey was completed by a convenience sample of 363 residents of the US and Canada. A discriminant analysis confirms that two functions, generally representing form and substantive features, each discriminate between (a) high and low innovativeness (DF1) and (b) high and low Internet experience (DF2). Further, those with more Internet experience show a stronger preference for substantive features than do those with less experience. But high and low experience groups do not differ noticeably with regard to preference for form features. It was also found that, conversely, the more innovative shoppers reveal a stronger preference for form features. But high and low innovativeness groups do not differ appreciably in respect to desire for substantive features. This suggests the dynamics underlying the attraction of initial Internet users to particular shopping sites. Both theoretical and practical implications of the findings are discussed. q

Website design quality and usage behavior: Unified Theory of Acceptance and Use of Technology

“…Research extensively examines the relationship between website elements and their influence on usage intentions, online behavior, and overall system satisfaction (e.g., Bauer, Falk, & Hammerschmidt, 2006;Bauer, Hammerschmidt, & Falk, 2005;Blake, Neuendorf, & Valdiserri, 2005;Dickinger & Stangl, 2013;Floh & Treiblmaier, 2006;Gan, Clemes, Limsombunchai, & Weng, 2006;Torkzadeh & Dhillon, 2002). Dennis, Merrilees, Jayawardhena, and Wright (2009) introduce the term "web atmospherics" to describe the web design elements that constitute the primary drivers of online behavior.…”

Website Appeal: Development of an Assessment Tool and Evaluation Framework of E-Marketing

“…Website appeal refers to the quality of a website's perceptual features to generate user interaction [12], and persuade online shoppers towards a site [11]. An appealing website is more likely to attract visitors, stimulate positive purchase intentions, and establish higher standards of trust and usability [28], [75], [94], [122], [128].…”

Unleashing the Utilitarian Motivations of Online Shopping among Indian Youth

“…Utilitarian consumer behavior has been described as ergic, task related, and rational (Batra and Ahtola 1991). Blake et al, (2005) suggested that utilitarian values has strong impact on online commerce. Online shoppers are more concerned about Utilitarian value (Blake et al, 2005;Martínez-López et al 2014, Bernardo 2012, Beldona et al, 2011.Utilitarian motivated consumers seeks specific information whereas hedonically motivated consumers seek general information (Paden & Stell 2010).They are utilitarian shoppers, looking for functional product benefits.…”