Turning Browsers into Buyers: User Interface Design Issues for Electronic Commerce

Turning Browsers into Buyers: User Interface Design Issues for Electronic Commerce

Rex Eugene Pereira (Drake University, USA)
Copyright: © 2001 |Pages: 42
DOI: 10.4018/978-1-878289-97-1.ch007
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The chapter investigates the interaction effects between the search strategy of software agents and the consumer’s product class knowledge in the context of consumers seeking to purchase cars on the Internet. The research design used was a 2 x 4, between groups, completely randomized, two-factor, factorial design. The independent variables which were manipulated were product class knowledge (HIGH KNOWLEDGE, LOW KNOWLEDGE) and agent search strategy (elimination by aspects (EBA STRATEGY), weighted average method (WAD STRATEGY), profile building (PROFILE STRATEGY), simple hypertext (HYPERTEXT STRATEGY)). The dependent variables which were measured were satisfaction with the decision process (SATISFACTION), confidence in the decision (CONFIDENCE), trust in the agent’s recommendations (TRUST), propensity to purchase (PURCHASE), perceived cost savings (SAVINGS), and cognitive decision effort (EFFORT). Significant differences were found in the affective reactions of the subjects toward the agent/application depending on the level of product class knowledge possessed by the subjects. Subjects with high product class knowledge had more positive affective reactions towards agents/applications which used the WAD and EBA strategies as compared to the PROFILE strategy. Subjects with low product class knowledge had more positive affective reactions to agents/applications which used the PROFILE strategy as compared to the EBA and WAD strategies. When the systems were modified to increase the amount of information provided and to increase the degree of control provided to the subjects, their affective reactions to the agents/applications were found to be different from the original study. Subjects responded more positively to the previously “less preferred” strategy, thus weakening the interaction effect.

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Table of Contents
Chapter 1
Bharat Rao, Louis Minakakis
On-line marketers are fast pushing the boundaries of the field through a combination of creative content, the use of in-depth market knowledge, and... Sample PDF
Online Marketing Strategies in the Information Economy: A Comparative Analysis
Chapter 2
Christian Bauer, Arno Scharl
Collecting and analyzing the available information about customers is at the core of building customer relationships. This chapter categorizes... Sample PDF
Leveraging Online Information to Build Customer Relationships
Chapter 3
Malu Roldan
This chapter reviews the current state of Web marketing practice and presents a framework on the relationships among Web technology capabilities... Sample PDF
The Evolution of Web Marketing Practice
Chapter 4
P. K. Kannan, Eva Guterres, Barbara Kline Pope
While the World Wide Web has impacted many industries significantly, none of them have been affected as dramatically as the publishing industry. The... Sample PDF
Pricing Strategies for Digital Books: Issues and Directions for Research
Chapter 5
Ashok Ranchhod, Julie Tinson, Fan Zhou
Despite the current development of Internet marketing, understanding the effective use of the Internet still poses problems for academic researchers... Sample PDF
Factors Influencing Marketing Performance on the Web
Chapter 6
Pierre Berthon, Leyland Pitt, Michael Ewing, Nimal Jayaratna, B. Ramaseshan
The growth of presence in the marketspace of the Web has been exponential, both in general and within specific industries. While the academic... Sample PDF
Positioning in Cyberspace: Evaluating Telecom Web Sites Using Correspondence Analysis
Chapter 7
Thomas F. Stafford, Marla Royne Stafford
The uses and gratifications theoretical framework has continued to prove useful in the study of new and emerging media. This chapter utilizes the... Sample PDF
Investigating Social Motivations for Internet Use
Chapter 8
Rex Eugene Pereira
The chapter investigates the interaction effects between the search strategy of software agents and the consumer’s product class knowledge in the... Sample PDF
Turning Browsers into Buyers: User Interface Design Issues for Electronic Commerce
Chapter 9
Amit Pazgal, Sandeep Sikka
New technologies require new paradigms and a fresh perspective in analyzing and comprehending their implications. Computer networks, the Internet... Sample PDF
4I: A New Premise for Marketing Online
Chapter 10
Benedict G.C. Dellaert
One of the most interesting opportunities when introducing e-commerce in producer consumer networks is that the new information technology structure... Sample PDF
Exploring Consumers' Willingness to Contribute to Internet Web Sites
Chapter 11
S. I. Lubbe
This chapter will use the interpretive approach to research as an alternative to the more traditional positivist approach. By using the interpretive... Sample PDF
The Theory Behind the Role of Leverage and the Strategic Alignment of Organisations while Creating New Markets (Internet Marketing and E-Commerce)
Chapter 12
Patrali Chatterjee
Measuring effectiveness of online ads is of critical importance to the survival of the Web as an advertiser-supported medium. Present efforts in... Sample PDF
Beyond CPMs and Clickthroughs: Understanding Consumer Interaction with Web Advertising
Chapter 13
Jie Zhang
A research area that has gained interest of marketing researchers in recent years is the comparison of consumer behavior on the Internet and... Sample PDF
Comparing Consumer Purchase Behavior on the Internet and in Brick-and-Mortar Stores: An Overview of Recent Research
Chapter 14
Jennifer Edson Escalas, Kapil Jain, Judi E. Strebel
This research project develops a framework for understanding how consumers interact with Web sites on the Internet. Our goal is to understand the... Sample PDF
Satisfaction, Frustration, and Delight: A Framework for Understanding How Consumers Interact with Web Sites
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