User-Centered Design and Marketing: Online Customer Value

Abstract

The purpose of this chapter is to help Web marketers better understand the basis for the development of more customer-focused, value-enhanced Web sites. To help address this issue, this chapter integrates theory and research from user-centered design with theory and research from marketing on value and goal-directed behavior to develop and support a model of online customer value. The model based on means-end theory provides a theoretical explanation for linking Web site features and functions to perceptions of value by consumers.