The online consumer's hierarchy of needs

Abstract

Web site designers take heed: Not all interface characteristics are created equal.

Stay or leave: Applying Approach–Avoidance Theory to virtual environments

“…Finally, some research has focused on web site aesthetics including factors such as colors, shapes, textures, graphic and sounds to identify their impact on web site usage. 5,7,9,11,13,14 Although the focus of this research has varied from user characteristics to design characteristics to aesthetics, all of it has identifi ed that different users behave in different ways across different web sites. Unfortunately, studies have shown that many of these features are related.…”

“…5,6,17 -24 To better understand what causes behavioral differences, it is important to understand a basic framework of web site research. Valacich et al 14 argue that web site characteristics generally fi t into three categories: structure, function and representation. Structure includes design artifacts such as web page organization, layout and fl ow that enhance a user ' s assessment of ease of use.…”

“…9,14 Huber 19 argues that the main objective of web site design is to lead the user down a path. Palmer 6 states that navigation is the organization, layout and sequencing of content.…”

“…However, the level of interaction desired depends on the web site ' s purpose (experimental versus goal-oriented). 11,14 Web sites should consider effective use of search engines and directories to enhance the user ' s experience. 3,11 Additionally, the level of interactivity should match the user ' s skill level and goal for the interaction.…”

“…Colors, sounds, shapes and textures are some examples of aesthetics that make up a web site ' s ' design look ' . 14 Kim et al 11 measured user emotions using 13 design factors related to objects, background and the relationships among these factors. Results indicated that people feel tense when the shapes differ from the texture of the main image and when the shape of the title is plain.…”