The Influence of Psychographic Beliefs on Website Usability Requirements

Abstract

Designing websites that are responsive to customer needs is a critical prerequisite for the success of online services. To date, much research has focused on understanding which design requirements can be successfully applied to a website's design. However, there has been limited research examining why some requirements may have more or less importance to customers. In addition to demographic characteristics, we propose that psychographic characteristics influence usability-related requirements. To develop our research model and hypotheses, we draw from usability literature and research in consumer behavior concerned with customers' prevailing beliefs about technology. Conceptualizing customer beliefs should not only help distinguish between positive and negative processes but also help further investigate their consequences. To explore the relationship between customer characteristics (i.e., gender and technology beliefs) and usability requirements, we use a usability procedure based on the Microsoft Usability Guidelines (MUG). MUG identifies multiple design requirements that are expected to increase the usability of sites. We present the results of our study involving 215 participants. Overall, our results suggest that negative beliefs may play a larger role in influencing usability requirements than positive beliefs. And, the results suggest that prior Web experience moderates the relationship between beliefs and requirements.

Technology readiness: a meta-analysis of conceptualizations of the construct and its impact on technology usage

“…For example, Hur et al (2017) revealed generational differences in TR effects by comparing millennial and mature consumers. Massey et al (2013) found that people's prior Web experience attenuates the influence of TR on a website's perceived usability. Regarding situational moderators, Lam et al (2008) showed that the negative effect of one TR dimension, insecurity about Internet use, is stronger in high-risk usage situations.…”

“…We therefore classify technologies depending on whether they provide hedonic (e.g., augmented reality fashion application) or utilitarian (e.g., Internet banking) services. While hedonic technologies are pleasure-oriented, utilitarian technologies are productivity-oriented (Massey et al 2013). We expect that the TR motivators have a stronger influence on technology perception and use for hedonic technologies, whereas TR inhibitors display a stronger effect for utilitarian technologies.…”

“…For utilitarian technologies, we expect TR inhibitors to show a stronger influence. Customers high in discomfort believe that technology is too complicated for use by ordinary people (Massey et al 2013). Similarly, customers high in insecurity display general doubts that technology will work properly.…”

A Review on Technology Readiness Concept to Explain Consumer’s Online Purchase Intention

“…Individuals with high discomfort traits would consider technology as more complex. They believe that technology is too complicated and was not designed to be used by normal people (Massey et al, 2013). As such, they perceive technology as something that is not easy to use (Walczuch et al, 2007).…”

A critical evaluation of mobile guided tour apps: Motivators and inhibitors for tour guides and customers

“…It should be noted that utilitarian and hedonic consumption has been extensively researched in marketing since the early 1990s (Babin et al, 1994) and also more recently in the field of technology (Blut et al, 2016). Utilitarian technologies are those that enhance productivity, whereas hedonic technologies are pleasure-orientated (Massey et al, 2013). Mobile guided tour apps are pleasure-orientated tools, but the motivating and inhibiting factors for adoption can relate to performance (especially for tour guides) which is more utilitarian than hedonic.…”